The Sina Micro-blog In Crisis Public Opinion Evolution And Effect

In recent years,there is an increasing number of crises in Chinese enterprises, allkinds of public health, natural disasters, social security crisis happened frequently.2003years of "SARS" event was the first extensive attention from public together ofthe crisis, but because prior to the incident intentionally blocked news, missed thebest public opinion guide time, therefore, caused the public panic and caused socialshocks, the mayor of Beijing and health minister also be removed. Scrutinize crisiscaused by bad the reason of the influence which is mainly related departments incharge of the formation of the public opinion no evolution and characteristics haveclearly effectively guide public opinion; No choose the right way and timely releaseinformation, leading to the public trust in government crisis.In traditional media era, media, as the party and the government’s mouthpiece, asa " propaganda machine " effect, the crisis after the incident, the government hasabsolute control of information. But along with the development of informationtechnology, the new media times change of information control mode before, crisis oftransmission channels of diversification, make government affairs information had tochoose exposure to public view, media becomes affect national politic economyculture and so on various aspects of the important social forces, which reflects thedifference between the new features of the traditional system with the new model.The Micro-blog is2010years with the Internet high-speed development of newmedia produced form, any time, any place, the rapid spread of anyone convenientfeatures, and make it become the spread of the crisis to start, and has become theimportant network public opinion to gather. China’s network opinion is graduallybecome social public opinion barometer, no matter what attitude to network publicopinion hold, there is one thing that is generally recognized, and that is the network tothe public opinion expression of public citizen, implement the right to express, toparticipate in the embodiment of the supervision, the Micro-blog about the spread ofthe time there is no doubt that the crisis public opinion expression and built a the mostconvenient and the most transparent platform. To evolution mechanism of theformation of the public opinion research, be helpful for the government, the mediaand the public, in the face of the crisis, to give the government a precautionary theoryscheme, to the media pointed out the direction of a mutual cooperation, to the publicrational knowledge crisis itself way of thinking.