Striving to be Pure: Constructing the Idea of Grassroots Philanthropy in Chinese Cyberspace

Abstract

This paper describes the features of grassroots philanthropy as viewed by the participants. Using content analysis, we show that while the mainstream discourse focuses on efficiency, accountability, and professionalism, the grassroots discourse focuses on the individual aspects, viewing philanthropy as small good deeds, a personal spiritual journey, and something that brings happiness. To avoid making this personal journey impure or less happy, the grassroots philanthropists resist practices such as formalization and professionalization. They also distance themselves from corporates and bureaucracies which they view as corrupt and hypocritical. The grassroots’ discourse has its roots in the traditional Chinese culture, and is also shaped by the realities of the transitioning Chinese society, where citizens are searching for meaning, values, and support. Such a discourse has profound influence on the organizations that embrace the grassroots values and may also impact the development of the Chinese nonprofit sector.