从上世纪末的长江特大洪涝灾害起,突发自然灾害的应急实践就开始突破政府统一领导、部门分工负责、上下分级管理的管理体制。尤其在汶川大地震中,政府主导、社会主动参与的局面已经形成。社会的主动参与,不仅表现为传统的捐款捐物,更体现在公益的组织化运作、大量的志愿行动、全场景式的新媒体影响。此次四川芦山地震一发生,社会公益组织更是积极行动,从筹集 Since the flood disaster of the Yangtze River at the end of the last century, emergency response to natural disasters has begun to break through the management system of unified leadership by the government and departmental division of labor which is responsible for management at different levels. Especially in the Wenchuan earthquake, the government-led and socially active participation has taken shape. The active participation of society shows not only traditional donations and donations, but also the organization and operation of public welfare, a large number of voluntary actions and the impact of new scene-wide media. The occurrence of an earthquake in Lushan, Sichuan Province, social welfare organizations is more positive action, from raising