Brand Crisis Spread Audience

This thesis aims at studying the subject of target audience. Applying the theories of communication and the study of brand crisis communication, this thesis firslyt discusses the active participation of audience, including the ways of leading crisis communication, selecting information source and having the initiative to interpret. Audience select information source on his/her own motive. In the process of unscrambling, audience may form the interpretation different from disseminator's target on the basis of his/her own pre-standpoint. The thesis concludes the index and methods of evaluating brand crisis communication. Based on this analysis, the index is divided into two levels-cognition and attitude. The writer investigates the audience effect of Meng Niu's crisis communication, and finds out differentiated effect from audience different interpreting. The writer realizes the blemish of Grunig's Bi-directional and symmetrical pattern, while it neglects audience' native negativism and psychological reactance in the state of crisis. The thesis modifies Grunig's pattern and brings forward some practical communication strategies.