Moving to Emotion: A Study on the Communication Strategy of Public Welfare News from the Perspective of Emotional Communication—Taking Xin'an Evening News Great Anhui News as an Example

This article focuses on the communication strategy of public welfare news from the point of view of emotional communication as exemplified by the Xin'an Evening News and its new media platform "Da Wan News". By analyzing emotional elements, narrative style and interactive mechanism characteristic of public welfare news, this gets at the importance of emotional communication as a booster of communication effect of such news. It was found that Xin'an Evening News and Da Wan News successfully stimulated the emotional resonance of audiences via scrupulous emotional exposition complemented with diversified narrative outlooks, flushing out real and touching stories in the public welfare news to enhance its infectiousness and communicability value. Meanwhile, the new media platform interactivity further expanded the reach of public welfare news, and promoted public participation in public welfare.