The Influence Of Media On Audience In Public Crisis Communication

The crisis is a kind of social norm, humans can never get rid of dangerous and threat of disaster. Our Country is in a social transition that transform to modernization, urbanization and industrialization. Social contradictions are becoming more and more obvious. And these contradictions can cause public crisis in any time. Public crisis is a threat to the basic values and behavior standard of a social system. Therefore, how to deal with crisis are not only priorities of both the party and the government, but also hot spot of academic research. In the study of public crisis communication by now, the influence of media on the audience is a very important aspect that hasn't be solved yet.Through literature research, the paper analyzes the research status of domestic and international crisis communication, and summaries that natural factors and human factors are the two main causes of public crisis. Public crisis have the characteristics of sudden, complexity, severity, universality, and two-faced etc., it can be divided into different types according to different classification method. Media and audience are two of the elements of public crisis communication. Through qualitative analysis and case analysis we can summarizes that media has both positive influence and negative impacts to the audience in public crisis communication. Positive effect is to minimize the loss of the audience and shaping audience's right cognition, while negative influence is that the audience may become a factor accelerated and trigger public crisis, as well as the audience will have information block and media panic. As to neglect the negative effects produce by media in public crisis, the official and the mainstream media should ensure their own credibility, strengthen the supervision of public opinion, and also should grasp the quantity, quality, angle and scale of communication.