Local Government Microblogging In Crisis:Effects Of Media And Social Properties——Comparison Between China And The Usa

Government Microblogsare important tools for government crisis management and communication in many countries on the world, China and the USAboth had frequently crisis events in the past decades, and the two coutries both had relatively integrated emergency management systems. It is meanful to do comparative study on the Effects of Local Government Crisis Communicationon Microblog between China and the USA, which will promote China’s social media crisis communicationperformance. Currently, research of government microblogcrisis communication mostly focused on microblog’ media feature, which indicate that microblog has the fuction of mass media. Those research like use journalism method-agenda setting to study microblog’s difference with traditional media. However, microblogmedia is one kind of social meidai. So it had the social feature, which may promte public participation in government crisis management and communication. The research will study on how governmet use microblog to interact with the public and let the public engage in government communicaton. In order to reflect the government microblog offline public satisfaction and online behaviors, we usecomparative case study, content analysis and questionnaire, to investgate the public point of view, the behavior and the public satisfaction as well as comparatively analyzed the Sino-US local government Microblog effects of the crisis communication.In this paper, four selected Beijing and New York City government microblogging comparison takes place from the crisis type, media tools, crisis time and local governments:New York City hurricane Sandy case and Beijing721rainstorm response case was selected, respectively, as the two City representatives cases content analysis, survey cities government microblogging crisis communication media properties, online social attributes and public attitudes and behavior; select cities on government microblogging message or forward through targeted public, survey public government microblogging to cities contagion offline satisfaction.This paper used news frame and issue frame method to study the media featureof government microblog’scrisis communication. Through literature review, the research classified the crisis news frames into information frame, action frame and opinion frame.The information frame had4issues:Situation Updates, Public services information, Orders and Rumor clarification. The action frame had5issues: Leadership, Incident response, Relief Actions, Coordination and Engagement invitation. The opinion frame had3issues:Reassurance, Suggestion, Uncertainty.The government microblog social feature in crisis communication is defined with3indicators:obtaining public information, questions from the public and the government response. By forwarding behavior and evaluate public attitudes to reflect the public’s usage behavior; designed Questionnaire with12media feature indicators and5social feature indicators to investgate public satisfaction. Analysis research agenda constructed by content, access to public information, reply to questions from the public and government and public use behaviors by questionnaire study public satisfaction. Conclusions show:American focused to build information issues, but China’s key point is the opinion framework; the question focused dissemination of results to build good, but the use of public satisfaction exceed expectations; the dissemination of results are both better in China and the USA. Chinese government microblog’s social feature peformed better; but Chinese government microblog public social satisfaction was lower than the USA. And we found that in crisis communication, government and public concerns are different issues, government interaction may affect the behavior of the public.Getting media properties and social attributes through content analysis of online public attitudes and behavior, basic public satisfaction offline media properties and social attributes obtained by questionnaire, in order to verify whether media properties and social attributes have an impact on the dissemination of results and the impact on the dissemination of results which attribute more to build public satisfaction under the influence of online public attitudes and behavior factors model and the line factor model were verified by multiple linear regression and PLS regression path, the final draw in US data verification result is similar:government and public concerns are different issues, government interaction behavior of the public role in promoting the social impact of the crisis in the property for dissemination of results more results.Opinions and suggestions were obtained through research to enhance crisis in the ability of government microblogging:Construction strengthen public relations issues; enhance the use of government microblogging social attributes; enhance network monitoring of public opinion. The results also indicated that, in Social media age, the scope of emergency management increased. The crisis of network communication, network crisis and cyberspace security all because the problem of government emergency mangement. In order to successfully use social media to expand the capability of govenement crisis spread, our government should learn from the successful experience of the US government, and integrated the system of our country. We conclude other "five full" work steps:make full use of microblog features, fully grasp the characteristics of the crisis, the full build grassroots emergency response mechanism, to take full advantage of public psychology.