Welcome to Francis Academic Press

Academic Journal of Humanities & Social Sciences, 2021, 4(7); doi: 10.25236/AJHSS.2021.040716.

Media social responsibility of live delivery in public welfare communication


Kanxuan Zhai

Corresponding Author:
Kanxuan Zhai

Wardlaw+Hartridge School, New Jersey 08820, USA


In the first half of 2020, due to the rapid development of COVID-19's live broadcast of e-commerce in China in a short period of time, the sudden emergence of the live webcast and the overall growth of economic growth brought about precise poverty alleviation for all regions. Some mainstream media represented by CCTV also began to join the team of webcast delivery, and achieved very effective results. Most importantly, in the whole process of live broadcasting, it also reflects certain social responsibilities, such as providing services to the society, transmitting good subjective value and humanistic care, which further promotes the country's economic construction and creates happiness and welfare for the people. This is also the media social responsibility that public welfare live broadcasting can bring.


Live delivery; Public communication; Media social responsibility; Electricity; The Internet

Cite This Paper

Kanxuan Zhai. Media social responsibility of live delivery in public welfare communication. Academic Journal of Humanities & Social Sciences (2021) Vol. 4, Issue 7: 86-89. https://doi.org/10.25236/AJHSS.2021.040716.


[1] Fu Yi. Social responsibility practice of media integration: an analysis of the mainstream media "live broadcasting with goods" [J]. Southeast communication, 2020 (09): 50-52. 

[2] Wang Yu. Live broadcasting with goods, innovative public welfare communication, highlighting media social responsibility [J]. China Radio, 2020 (05): 6-8. 

[3] Lin Li. Analysis of public welfare communication effect from the perspective of financial media [J]. Southeast communication, 2020 (01): 17-19

[4] Chen Jiyin, Yang Lian. The Development status, Trend and Thinking of China's Online video Industry [J]. Modern Communication (Communication University of China)), 2017 (11): 8-13.

[5] Lu Di, Qiu Zixin. News "mobile" and live "normal”:5G technology promotes in-depth integration of news and live "[J]. Modern Communication (Journal of Communication University of China), 2020(04):6-10.

[6] Liu R, Xu Jinghong. Joint governance of online live video broadcasting: Based on the perspective of policy network analysis [J]. International Press, 2018(12):32-49.