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传媒是社会系统的重要组成部分,可以起到沟通公众、政府、社会组织的作用。从传媒参与社会治理的历史来看,其经历了政治系统、社会系统、市场系统三个阶段。在目前的市场系统阶段,商业性和公共性最好结合的活动就是公益活动。尤其是在当前新媒体环境下,微公益活动更加受到传媒的青睐。从这一背景看,传媒通过微公益活动参与社会治理是一种以商业形式实现公益目的的活动。
The media is an important part of the social system and serves to communicate with the public, the government and social organizations. From the history of media participation in social governance, it has experienced three stages of political system, social system and market system. In the current market system stage, the best combination of commercial and public activities is public welfare activities. Especially in the current new media environment, micro-public welfare activities are more and more favored by the media. From this background, the media participation in social governance through micro-charitable activities is an activity that aims to achieve the purpose of public welfare in commercial form.