Research on Emotional Mobilization and Legitimation Strategy of Welfare Crowdfunding for Poverty Alleviation

Abstract

The development of Internet technology has brought new opportunities for social welfare organizations to alleviate poverty. By using welfare crowdfunding, social welfare organizations actually initiate and participate in the social movements on the Internet that fight for the rights of the poor. Therefore, this article takes Taobao Crowdfunding platform as example, drawing on Fairclough's discourse analysis framework to analyze the strategy of emotional mobilization and legitimation. This research found that by using crowdfunding platforms, social welfare organizations shape shabby living environment and tragic characters to arouse public sympathy and identity. Meanwhile, social welfare organizations state their identity and social values to earn objectification of legitimacy, and to earn subjectification of legitimacy through critic of relevant issues and relatively independent relationship with the government.