How A Public Crisis Spread On Microblog

During the social transition period, a large number of public crisis has happened everyday.At the same time, the research on public crisis communication has gradually become a key topicin Journalism and Communication. The substance of public crisis communication is informationspreading. When a public crisis happened incidently, the parties, public, media, government willbecome the main communication subjects. And with the development of microbolg, it has slowlybecome the new spread field for public crisis.As the new platform, what characteristics will the public crisis communication show onmicroblog? How the public crisis spread on the microbolg? How will the communicationsubjects respectively construct their discourse system? And how to compete to build up theopinion platform on microbolf for public crisis communication?This article will take “Beijing Heavy Rain” as an example to discuss how a public crisisspread on microblog. First, we will analysis the new features of public crisis communication onmicrobolg, such as the content of communication, way of communication, communicationsubject, the relation between the communication subjects. Then we will use “Beijing HeavyRain” as an example to explore how the parties, public, media, government respectivelyconstruct their discourse system, what’s the change path for the key public opinion. Finally, wewill summarize a communication model for public crisis communication on microbolg, andunder this model, we will further discuss the breakthroughs and improvements of communicationsubjects spread public crisis communication on microbolg.