Author(s)

Jiang Haiyue ¹

Affiliation(s)

¹ Tiangong University, China

Corresponding Author

Jiang Haiyue

ABSTRACT

With the continuous maturity and development of science and technology, the era of the Internet is stepping in a more digitized and informationalized phase. At the same time, new communication models are constantly developed in this era, and the public welfare industry is also affected. By changing its current status, a new form of public welfare products, namely micro public welfare, is emerging. The most representative one is “Ant Forest”. It takes the advantage of social interaction to enhance people's sense of participation, combines public welfare activities with games and connects online virtual scenes with offline real life through Internet technology which all contribute to a public welfare activity that caters to the needs of the time. This new form is not limited to promoting the concept of low-carbon life and innovations can be seen in the development of micro-philanthropy. Since then, various Internet micro-public welfare projects have begun to boom. This article starts with the micro-public welfare activities represented by “Ant Forest”, analyzes the status and characteristics of the popularization of public welfare and its trend of development so as to make contribution to the development of the current public welfare industry.

KEYWORDS

Internet, Ant forest, Micro-public welfare, Gamification, Strategy

CITE THIS PAPER

Jiang Haiyue. Research on the Development and Popularization Strategy of Internet Micro-Public Welfare-Taking “Ant Forest” as an Example. Journal of Sociology and Ethnology (2021) 3: 1-6. DOI: http://dx.doi.org/10.23977/jsoce.2021.030601.

REFERENCES

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[3] Guo Jiali. Research on network micro public welfare from the perspective of social capital [D]. Anhui University, 2019
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