Emergency's Public Opinion Guidance And Media Responsibility In New Media Era

Internet has been suffered a swift growth, including new media, with its nature of speed, impact, and difficult in monitor and guide the public opinion, it makes the government and the media facing a series of difficulties. Nowadays, China and the rest of the world is going into a peak season for many kinds of emergency. After the occurrence of emergency, including WenChuan Earthquake, Sanlu toxic milk powder, Lhasa 3.14 event, Jiaoji railway accident, the international economic crisis, the spread of HINI flu bug, Japan strong earthquake, etc, the news of the emergency spread rapid among the public, so it is a tough assignment for the official to lead the social consensus correctly. If it can not be done the right way, especially regarding the political hot-button issue, then negative even false news would form a gigantic"public opinion burble"and taking the major place, in response to the rumor, eventually fluctuate the security foundation of the society and the country.The disquisition start with the current media environment, via studying on the new media character, the essential innovation brought to traditional social consensus guidance, the advantage and disadvantage, the new media responsibility, to analyze and conclude countermeasure. On the basis of clearly understanding of the situation, learning the experience from United State, France, Germany and Hong Kong government which doing well on news monitor, and raise the opinion that Chinese media has suffered a prompt development, we should pay more attention to improve the media's capability on dealing with emergency, enhance rational conduct to hot issue, make the reportage reflect the right guidance as well as the true content. Communicate with masses and reach agreement with them, let the ideological education worked when offering the information service. On the meantime, describe the vision of future. I trust that via guidance, establish the expedite communication and coordination channel, enhance the players social responsibility, strengthen related laws and regulation, the public opinion sure will growth healthy in the new media era.