网络舆情事件对个人慈善行为的影响研究–以大凉山张晓林为例

摘要2022年7月，微博、抖音短视频等平台一条“三岁女儿一眼认出爸爸石像含泪拥抱”为题的视频冲上热搜，并获得许多网友的点赞。由这个备受关注的视频人们了解到张晓林的事迹，并纷纷热议其公益精神。就在人们纷纷感动时，一网友在平台发声质疑其慈善真实性。此次事件引起了人们对个人慈善行为甚至慈善行业的怀疑情绪，网络舆情事件下对于整个个人慈善行为造成了一定的负面传播。本文认为，个人慈善行为具有灵活性和复杂性。当某个体参与到针对某个社会问题的慈善事业中，我们很难像对其他公益慈善项目一样进行其项目的评估、跟进等基本流程。所以，随之而来的是个体在进行慈善活动时面临了许多的质疑。本文以“大凉山张晓林事件”为例，由舆情学、社会学等相关理论结合网络舆情事件对个人慈善行为影响进行探讨。并且本文通过文献研究法、文本分析法等对事件进行展开分析，通过该事件的舆论数据进行文本分析。最后发现，经过此次事件过后，网民们本身对于慈善事业的不信任感加深了，并且对于慈善捐赠会更加谨慎。最后，本文将通过辩证分析个人开展慈善行为影响提出相关见解，以期我们能理性看待网络舆情背景下个人慈善行为的影响，进而使个人慈善良性发展以促进我国慈善公益事业发展。关键词：慈善行为：个人慈善：网络舆情：AbstractIn July 2022,a video titled "Three-year-old daughter recognizes her father's stone statue with atearful hug"rushed to the top of Weibo and TikTok short video platforms,and received a lot ofpraise from netizens.From this much attention video people learned about Zhang Xiaolin's deeds,and have been discussing his public service spirit.When people were touched,a netizen questionedthe authenticity of his charity in his voice on the platform.This incident aroused people's skepticism about individual charitable behavior and even thecharity industry,and the network public opinion under the incident caused a certain negative spreadfor the whole individual charitable behavior.This paper argues that individual philanthropicbehavior is flexible and complex.When an individual participates in a charity for a social issue,it isdifficult for us to carry out the basic processes of evaluation and follow-up of their projects as wedo for other public charity projects.As a result,individuals face many questions when they engagein philanthropic activities.In this paper,we take "Zhang Xiaolin's case in Daliang Mountain"as an example,and discuss theimpact of public opinion and sociology on individuals'charitable behaviors by combining theoriesof public opinion and online public opinion.The paper also analyzes the incident through literatureresearch method and textual analysis method,and conducts textual analysis through the publicopinion data of the incident.Finally,it is found that after this incident,the netizens themselves havedeepened their distrust of charity and are more cautious about charitable donations.Finally,thispaper will put forward relevant insights through dialectical analysis of the impact of individualcharitable behavior,so that we can rationally view the impact of individual charitable behavior inthe context of Internet public opinion,and then make the benign development of individual charityto promote the development of charitable public welfare in China.Key Words:Charitable act;Personal charity;Online public opinion目录1绪论.…1.1研究意义.21.1.1理论意义1.2.1现实意义.....21.2.2国内进展..31.3概念界定31.3.1个人慈善行为1.3.2网络奥情1.4研究内容及方法..1.4.1研究内容….51.4.2研究方法.52大凉山张晓林事件概述.62.1奥情诱发阶段.....62.1.1“意见领袖”发出质疑......62.1.2相关组织的跟进0.72.2奥情态势2.2.1舆情走势数据….72.2.2舆情态势感知分析。。。。。。...112.3事件小结......123辩证看待网络奥情事件对个人慈普行为的影响...133.1正面影响........133.1.1公众更加关注个人慈善一一信息传播功能和宜传导向功能......133.1.2优化个人捐赠者慈普行为一监督功能和建言献策功能.·133.2负面影响...............143.2.1个人慈普行为主体形象受损一一网络奥情事件转化为形象危机事件...143.