从2010年的“微博元年”到2014年的“自媒体元年”，微博、微信等自媒体传播媒介正如火如荼的蓬勃发展，“用户自创内容”的传播格局、人人皆可参与的传播理念让民间公益从萌芽逐渐走向跨越式发展，在自媒体时代呈现新的传播特色。同时，公民自我组织的公益传播现象在传播主体、传播内容、传播路径和机制、传播效果上呈现的变化都是值得研究的问题。本文按照描述现状、案例调研、学理和传播机理探究、问题分析和提出对策的思路，对微博、微信平台上公益传播现象的传播主体、内容、路径和特点进行学理分析，并从全局的高度探讨公益事件的传播路径和机制，归纳了目前公益传播存在的问题并提供改进策略。本论文使用内容分析法，对15家有代表性的公益组织的官方微博和微信进行研究，发现公民自我组织的公益传播现象在微博平台上，具有传播主体多元化、呈现方式多样化、传播内容覆盖面广、传播路径节点化等特点，微信平台上的个人和公众号也具备鲜明特点，研究成果弥补了前人研究中样本零散和数据陈旧的缺陷。本文详细梳理了“冰桶挑战”的传播过程，对公民自我组织的公益传播现象的传播路径进行探究，提炼出了公益事件的普适传播路径和传播机制，并试图从创新的理论视角进行挖掘。本研究围绕研究主题自制问卷，并通过网络推送和现场发放的途径回收217份有效问卷。结合调查问卷的数据得出结论：当下的公益传播现象中，传播主体的认知和参与度有待提高，意见领袖和普众之间的沟通机制需完善，参与和反馈机制要创新，大部分公益项目缺乏持续的吸引力和传播力。此外，公益传播能为公共政策提供和设置议程，但亟需加强监管、信息公开才能缓解法律和制度层面的传播焦虑，从而提升传播公信力，构建健康可持续的公益传播生态。

From “micro-blog era” of 2010 to “media era” of 2014, micro-blog, we-chat, the flourish development of self media is like a raging fire, “user generated content” communication pattern, since everyone can participate in the dissemination of ideas which make civil public welfare develop from bud to leapfrog gradually, present new characteristics in the media era propagation. At the same time, the change of phenomenon of self-organization civil public welfare in subject, path and mechanism, the effect of communication is problem worthy of researching.According to the description of the problem, case studies, theoretical and dissemination mechanism, this paper analysis the communication subject, content, path and characteristics on micro-blog and we-chat, discuss the path and mechanism of civil public welfare from the overall height, summarize its problems and improvement strategies at present. This paper uses content analysis method, study the official micro-blog and we-chat of 15 non-profit civil welfare organizations. Find that civil self-organization phenomenon on micro-blog has the characteristics of widely multivariate subject, diverse presentation, dissemination content and propagation path of nodes, meanwhile, the personal and public identities on we-chat platform also have distinct characteristics. Research results have made up the defects of scattered samples and old data in previous study. This paper analyzes the spread process of “ice-bucket challenge”, explore the propagation path of public communication phenomenon of civilized self-organization welfare events, extract the pervasive propagation paths and mechanism, trying to excavate from the angle of theory innovation.Around the theme, this study design a questionnaire around and collect 217 valid questionnaires through the network and the way of live release. Combined with the data surveyed from the study, the author have made a few conclusions for reference: First of all, under the current environment of welfare communication, the cognition and participation of its subject, the communicated mechanism between opinion leaders and the general public need to be improved, participation and feedback mechanism also need to be innovated, the majority of public projects lack of attraction and communicated ability. In addition, public welfare communication can set agenda for public policy, which appealed to strengthen supervision as well as information disclosure in order to ease the legal and institutional aspects of the communication anxiety, so as to enhance the credibility of civil self-organization welfare communication, construct a ecological dissemination of health and sustainability.