随着我国公益事业经历了政府公益—社会公益—全民公益三个发展阶段,我国公益活动主体也从政府、企业延展至普通公民。公益传播中的援助主体从政府、企业转向媒体、社会公益组织,乃至社会化媒体语境下的公众。由此,如何正确开展相关公益政策传播,发挥传播效力,传递国家力量,就成了公益传播实践和研究的题中之义。本文以央视《热线12》为研究案例,以构造周的 As China’s public welfare undertakings have experienced three stages of development of public welfare, public welfare and universal public welfare, the main body of public welfare in our country also extends from government and enterprises to ordinary citizens. The main body of aid in the public service transfer from the government, enterprises to the media, social welfare organizations, and even the public in the context of social media. As a result, how to correctly carry out the relevant public policy dissemination, to play the effectiveness of communication, transmission of national power, has become the public interest in the dissemination of practice and research questions in the meanings. In this paper, CCTV “hotline 12” as a case study to construct the week