ABSTRACT
This chapter reveals that the media not only recorded the transformation and innovation of China's public charity industry but also became an important force in driving the development of China's public service enterprises. Media has played an active role in the development of the nonprofit sector in China. The role that the media plays in China's public charity industry has not just been that of a bystander. In many cases, the media also serves as a practitioner, advocate, and even leader for a variety of philanthropy activities. Compared with opening philanthropy columns, editions, periodicals, and websites, the media has made slower progress in establishing charity institutions. The media gave enormous coverage to philanthropy and charity organizations in 2011. A few events in public service industry became hot topics in 2011. Regarding negative news reports, people chose the search terms donation fraud, fake charity and violent charity as key words because these actions were being criticized by society.
