Mining And Spreading Of The Positive Online Information In Crisis Communication

In recent years,the sudden crisis such as natural disasters,moral governance,urban management,legal system construction and other social problems,has a growing trend of development.In the first half of 2015,there were more than 3000 events of emergencies in China,including natural disasters,accidents concerning public health and safety,and people's livelihood judicial crises.These crises have brought a profound impact on the social structure,economic system and ideology of our country.With the optimization of network environment,social media is playing an increasingly significant role in the online crisis communication.Compared with traditional media,the online communication has accelerated the spread of public information and real-time interaction in crisis.On the other hand,the online communication channels of crisis have made it possible for unconfirmed or false information to be instantly spread like a virus.Therefore,the majority of online communication crisis researches focus on how to control,reduce and eliminate negative online information by establishing situational mechanisms,developing information management technique and formulating crisis strategy.However,the positive effect of online information in social-mediated crisis communication receives broad attention recently.Many studies find that the online information generates significant positive effects on improving people's crisis perception,building up social forces and promoting protection and rescue in a crisis.The social media can provide much information about health protection during the health crises,and can help people release information about warming facilities,help-seeking,spiritual encouragement and emotional support.The government also can use the social media to maximize the mobilization of various resources for solving the crises effectively.Although having realizing the advantages of online information in crisis communication,we still haven't accurate answers to the following questions: what kind of online information can ultimately have a positive effect in online crisis communication? How to define positive online information? Is there any standard index to measure positive information? What are the core characteristics in the positive online information evolution? What are the key factors that can affect the transmission and the strategies we can make to enhance the communication effect?Thus this paper extends the study in the field of online crisis communication as follows:PART I:THE EXPLICATION AND MEASTUREMENT OF POSITIVE ONLINE INFORMATION IN CRISIS COMMUNICATION.By analyzing 12 cases of Chinese crises,this study not only makes the definition of positive online information in crisis communication on the basis of information ethics,social emotion,and communication effect theory,but also develops the conceptual model as well as establishes measurement standards and classification principles by using the method of content analysis and exploratory factor analysis.The result shows that positive online information includes 4 dimensions of ethical,cognitive,affective,and behavioral,as well as 12 items,which provides theoretical support to promote the social influence of positive online information in the following researches.PART II:THE EVOLUTIOIN OF POSITIVE ONLINE INFORMATION IN CRISIS COMMUNICATION.By using the keywords extraction,the phrase matching technique and frequency calculation method,I made analysis of 47,019 data in 30 days about “Shanghai stepping event” from Sina Microblog.The finding shows that the evolution of the positive online information is almost as the same as the development of network opinions,but the distribution of 783 key words is unbalanced under the moral,cognitive,affective and behavioral dimension.With the influence of information demand and the official media,there are still differences in aspects of non judgement,rational cognition,positive emotion and behavior in this study.PART III:FACTORS INFLUENCING POSITIVIE ONLINE INFORMATION IN CRISIS COMMUNICATION.Based on the “Situational Crisis Communication Theory(SCCT)”,this study investigates the factors that influence positive online information communication.In this part,I extracted data of 30 days of the 4 public crises from the online platform and the keywords of positive online information.Through the correlation analysis,the result shows that the type of crisis is the primary factor that makes the difference power of positive online information.Besides,the clear crisis controllability and responsibility,positive emotion and behavior intention,and authoritative media participation also can enhance the positive impact on the dissemination of positive online information.Part IV:THE CRISIS COMMUNICATION STRATEGY OF POSITIVIE ONLINE INFORMATION.According to the results of the three previous researches,the governors can construct the recognition mechanism of positive online information in crisis for mining and identifying them.They also can expand the propagation path of positive online information and restrain the negative effect.Nevertheless,the cultivation and optimization of network environment is the important strategy for strengthening the propagation force of positive online information in a crisis.Although this study tentatively proposes some useful studies of positive online information in the field of crisis communication,it still has some shortcomings that should be improved in the future.This study is limited to public crisis and does not include specific brand or product crises.In addition,the data mining and natural language processing technology in this study still have room to improve.Therefore,the analysis will be extended by using better tools in future studies of online information communication in crisis.