Study On Crisis Communication Of Chinese Martial Art Via New Media

In the era of rapid changes in the new media industry,the boundaries of the word media have become blurred.In particular,the emergence of new forms of information such as “micro,side,publication,and view” is gradually overturning the original media structure.The new pattern of “all citizens are journalists” has made the process of information dissemination more complicated and the speed of dissemination has been unprecedented.Any minor crisis may cover the entire network,creating a destructive storm of public opinion and making bad effects.With the transformation of the present society,the increase of self-awareness of the public and awareness of rights protection are affecting the shift of people's attention from the things around them to the public domain.In 2017,it was an uneasy year for Chinese martial arts.Various crises that damaged its brand occurred frequently.Among them,the most representative event called “Xu Xiaodong and Wei Lei's private appraisal” make Chinese martial arts stigmatized.The storm of brand public opinion was pushed to the top,and the strong history reflected in the public opinion seriously damaged the image of the Chinese martial arts brand.The research on the crisis communication theory in this study,using web crawler big data analysis technology,conducted a detailed analysis of the representative crisis incident in the Chinese martial arts field under the new media ecology environment,“Xu Xiaodong and Wei Lei's private appraisal,” and analyzed the external Specific performance and characteristics of various stages of development,and propose countermeasures.Research Findings(1)The spread of the crisis of Chinese martial arts under the new media environment is characterized by easy relapse,easy conversion,easy dissimilation,difficulty in reconciliation,spreading across a wide range,and spreading covertly.(2)The stage characteristics of the spread of the Chinese martial arts crisis under the new media environment are in line with the classic four-segment mode of crisis communication,namely,the four stages of budding,bursting and spreading.However,because the spread of the Chinese martial arts crisis has the characteristics of easy recurrence and difficulty of recovery,the fourth phase of a I single crisis(that is,the recovery phase of the crisis)often overlaps with the first phase of the second crisis(that is,the latent phase of the crisis).In other words,the single incident of the spread of the Chinese martial arts crisis under the new media environment can easily relapse into a second crisis event,which must be taken seriously.(3)The causes of the spread of the Chinese martial arts crisis under the new media environment are divided into two aspects: internal factors and external factors.The external causes are greatly affected by the current iterative and increasing trend of information technology,mainly including the following four points: 1 The authenticity of information sources in the Chinese martial arts field has declined;2 “Algorithm information push mechanism” accelerates the dissemination of negative information in the Chinese martial arts field 3 The bad speeches of "professional naval forces and volunteer marines" have increased.4 The coverage rate of the "two micro" platforms has accelerated the convergence of various ideologies and has,to a certain extent,reduced the cohesion of Chinese martial arts culture.The intrinsic factors are divided into the following four points: 1 The Chinese martial arts culture is too inclusive,resulting in martial arts content,complexity of content,deviation of consensus value,and many fantasy phenomena;2 "Chinese martial arts" this national culture Brands are overdrawn;3 Nationalism in our country is still lacking in "spiritual soul",which misleads people about Chinese martial arts;4 "Muslim anti-obsession groups" evolved from the new media ecology hindered the vigorous development of martial arts culture.(4)Different coping strategies need to be adopted for different stages of the Chinese martial arts crisis propagation under the new media environment.In the budding stage of the crisis,it is proposed to establish a permanent public relations agency for crisis propagation in Chinese martial arts,to handle the relationship between the martial arts management department and the media,and to establish a martial arts big data public opinion monitoring mechanism.During the outbreak and spread of the crisis,the martial arts management departments should respond promptly and sincerely to crisis events.They should seek truth from facts and be brave enough to take responsibility for crisis events.Correspondents at all levels and levels of Chinese martial arts should negotiate in a timely manner.During the crisis recovery period,it is necessary to dilute the negative information on diluting the martial arts while maintaining positive interaction and communication with the public;to strengthen the positive coverage of the new media on the martial arts field,to hedging the negative impact of crisis events;to promote the public to promote the excellent traditional culture of the Chinese nation.In general,under the new media environment,the response strategies of the Chinese martial arts crisis transmission are like flood control—should not be blocked.