The Spread Of Micro-blogging And Public Opinion Guidance In Emergencies

In the recent years, emergencies happened frequently around the world. From the Fire in California in 2007 and the Terrorist attacks in Bombay of India in 2008, as well as the plane crash of Hudson in 2009 to the big earthquake in Haiti in 2010 and so on, emergencies took place constantly abroad. At the same time, China also went into the period of emergency:the big earthquake in Wenchuan Town; the sex precocious of Shengyuan milk powder; the plane crash in Yichun City; the housing relocation due to construction in Yihuang Town. The emergencies happened one by one, and they are the big tests to the public opinion guidance ability and emergency capacity of the media and government.Micro-blogging, called scarf by webster, is the newest way of "we media" under web2.0.From its birth in 2006, micro-blogging has been famous for its immediacy, great interactive ability, mobility beyond time and space and so on in emergency report. The paper analysis the micro-blogging spread in emergency, which has two roles——the message platform and opinion platform. The property of itself always makes micro-blogging become the first reporter and strong opinion carrier. The advantage in speed and function of gather opinion make micro-blogging to be a good opinion issuing platform. The birth and development changes the pattern of emergency reporting of Traditional media, which is an opportunity and challenge to the public opinion guidance in emergency. As the developing we media, micro-blogging also has some disadvantages difficult to overcome. The Immediacy in information issued, the absence of gatekeeper, and the grass-root webster's agenda setting collectively, make the message spread like virus and so on, which brings great difficulties to the message controlling and opinion guidance.The Power by the spread of micro-blogging can't be ignored in the emergency in the following years. So it makes sense to discuss the government and the media to use micro-blogging to guide opinion in emergency. The paper try to bring up the way to guide the opinion in emergency from the three opinion guidance subjects—government, the media and micro-blogging operators. It is the proper way to make micro-blogging as a message public platform and an opinion interaction tool to guide the opinion and deal with the crisis in the emergency.