当“微公益”传播伴随着传统慈善事业的信任危机渐渐成为网络社会的常态,网络作为一种迥异于传统模式的新型但威力巨大的社会动员结构,凭借其强大的交流与互动优势,不仅为个体狂欢提供了尽情宣泄的舞台,更为微公益传播的各个利益相关者及其所建构的话语框架提供了重要的动员资源与动员机会,从而形成了由议题设置环节、情感动员环节、认同塑造环节与线上线下联动环节构成的微公益传播动员机制。 When the “micro-public ” spread along with the crisis of trust in traditional philanthropy gradually become the norm of network society. As a new and powerful social mobilization structure that is different from the traditional model, with its powerful exchange and interaction advantages, This not only provided an individual stage for venturing, but also provided an important mobilization resource and mobilization opportunity for all the stakeholders involved in micro-public communications and the framework of the discourse they built. As a result, Agree with the shaping link and the link of online and offline linkage formed by the micro-public welfare mobilization mechanism.