Research On Communication Effect Of Public Health In Post-SARS Era

President Hu Jintao clearly pointed out on the 17th national congress of the communist party of China that it is quite important develop disease prevention and control system and improve the ability to deal with public health emergencies. Meanwhile, he commented:"we should continuously perfect the emergency management system." In today's "risk society" environment, the global village makes our simple life not only more colorful, but also full of crisis together with twists and turns. Various types of emergencies have been creating a rising social concern, and showing a very complex pattern. The Chinese government has undergone SARS(Severe Acute Respiratory Syndromes) in 2003, "bird flu" challenge in 2004, "toxic milk" threat in 2008 and "swine influenza H1N1" in 2009. After those trials, it is of great significance for the press to do a good job of public health emergencies and guide public opinion, using the power of the media to alleviate and even to eliminate social conflicts and crises, and safeguarding social stability and cohesion citizenship.Public health press release as an important part of news conference has a special significance in the press release. It not only facilitates the implementation of government information disclosure, but also paves the road to the political civilization and social harmony. This article will first explain why such press conferences are chosen, then go through literatures and contemporary researches, to explain the significance of their methodologies and introduce our research methods to be adopted. Defining the related concepts in the paper, I will use communication theory to analyze its process and effects from different levels in a creative perspective. Secondly, through an empirical study from 2004 up to now on public health news release, the development of China's public health news conference will be vividly depicted. Thirdly, Influenza H1N1 news release text and the mass media coverage related to the text of quantitative comparison are used to consider news conference effects in public health crisis, which is aided through the use of "Baidu Index". After an in-depth research of media effects, comparison will be made on China's and the United States online media strategy of Influenza H1N1, in order to summarize the progress and changes of the U.S. government crisis management and discuss the deficiencies in China's crisis management. Both parts look deep into the communication effects at the micro level of empirical investigation.The last part of the paper will conclude the former chapters, and a set of proposals will be made to improve the effect of the government press conference communication strategy. The research will focus both on micro and macro aspect of press conference, including communication strategy and national image, hoping to provide some inspiration to the other conferences as well as our future news conference effects.