| The formation of global village is becoming much more a real experience to people, along with the development of economy and society. The global and information-based development have brought tremendous economic profits, information satisfactions and convenient life way, on the other hand, it also brought risks and disasters at the same time, which change more and more local crisis into global ones. Take SARS for example, the epidemic outbreak of it spread all over the world. Through intimate contact among areas, the local disease becomes a global health crisis, which influences 32 countries in such a short time.Corresponding researches about modern crisis event derived from America, it has developed for decades among western countries, taking crisis management as the leading aspect. From the point of view in management, crisis management answers questions about how to manage crisis. It propose methods to deal with crisis, the pronunciation made by individual and organization, or corresponding action taken after the occurrence of crisis.Nowadays in the world, it is obvious to all that medium play an important part in message passing. Media will bring favorable diffuse effect and help a lot in achieving effective crisis management in crisis events, if it participates actively and takes effect in obverse disseminating and guiding. Among all kinds of dissemination mediums now, Internet is a brand new form along with computer technology. It develops and popularizes in amazing pace faster than any other medium form in the past. Besides, it has distinct features compared to conventional mediums, such as swiftness, interaction and instant.Network medium is a complementarity not only to newspaper for the lack of intuitionistic visualization but also to broadcast and television for the lack of data storage and query, thus it is the aggregation of all the information-disseminating forms of conventional mediums. Information disseminating in network mediums contains multiplicate modes. One disseminating principal part can ether broadcast information through network medium by way of point-to-multiaddress, or transfer information to a specific object by way of point-to-point. Anonymity in information publication brings uncontrollability in network disseminating, it encourages the disseminating desire of audience. Anonymity in information publication is a huge attraction to user and difficulty of disseminating inspection in crisis events. Although the invention of broadcast and television shortens the time interval from information generation to receival, they are still far more behind network medium in swiftness and universality. The appearance and development of network and network medium is an influencing revolution in the dissemination history of humanity. Nothing can stop the pace of aggregation from conventional mediums to network medium.Network medium develops in high speed, it brings not only facility in information transferring but also challenge to governments and corporations. The crisis event generated by network and the network dissemination of sensitive information will bring hidden trouble, produce or expand local crisis events and social public crisis events. Internet technology is designed to be very dispersive and anti-control, so it is good at information spread but bad at information control. From the point of view of dissemination subject, dissemination mode of network medium is the aggregation of multi-form such as relation, crowd and populace. It has interaction in multi-levels, diversity in information sources, and features of single and multiple disseminating modes which will lead to the weaken of"gateman"'function in message filtration and control. Internet information has a extremely low cost of the duplication and a high speed of dissemination, meanwhile the development of technology makes the Internet easier to use and participate. These are not only the advancement of the dissemination method, but also some kind of unsteady factor. In this case, it is difficult for any organization to avoid producing and disseminating of information that contains some ill messages and rumors. Because the speed of dissemination is high in the extreme and the good and bad are intermingled, governments and organizations must make a solution for the crisis in a short time, although it is hard to make. Internet dissemination accelerates the advancement of the crisis while the management principal parts have less time to response for it.The Online-Group is the buildup of Internet users. The participator of group dissemination tends to feel the group pressure and make the similar choices, it's more irrational than the normal and rational dissemination behavior. In the group dissemination which the Internet takes part in, some untrue information will turn to influential rumors after spread by group, by the expeditiousness and universality of network dissemination rumors will expand just like the Snowball, there will be more and more people involved in to the subjects, more and more people will be most willing to yield to the group pressure and give up their own thoughts, they will completely accept the mainstream viewpoint, that will make the dissemination of rumors more and more convictive and spread widely, even uncontrollable.As a technology and a new medium form, Internet has no advantages or disadvantages on itself. The role, which is played in the dissemination process of the Internet crisis, lies on the attitude and the usages of the management principal parts. The Internet dissemination of the crisis is divided into two different process forms, which are both the fuse and the fire extinguisher of the crisis. If the advantages of Internet - the high speed of dissemination and the wide-covered area - are sufficiently used by the management principal parts, it can lead the social consensus to a positive direction and accelerate the progress of solution to the crisis.The advantages in the Internet crisis dissemination contain instant information issuance, lower cost of management and the excitation of the positive aspect of the group. If the authoritative, positive, affirmative information can be transmitted to the audience, it is possible that the public will actively take part in the management of the crisis as quickly as they can, which makes the negative effect become low as soon as possible. The reduction of the management cost manifests that the Internet medium can mobilize the abroad power to guide the public to help each other rather than only waiting for the help of the government. The obverse effect of the group encourage people show their virtue in the crisis, which will help the government and enterprise to get though the difficulty.The strategy should be paid due attention in the dissemination of the crisis incidents, neither no-report nor hide-report, but in the obverse guide, for the solution to the crisis, so that we can make the lost minimum. Governments and the organizations should take the right attitude to the Internet medium and the Internet dissemination, they should realize the powerful transmitting capability and influence to the audience as a new medium, it's really necessary in the dissemination and administration of the crisis. The inspection of network consensus environment in peacetime is helpful in noticing the crisis and controlling the scale of the crisis and reducing destroy. The in-time publicity information of the government and mainstream medium may quiet down the rumors, and guide the network consensus to the right way. The use to all kinds of Internet dissemination tools is helpful for governments and organizations to make the audience acquire the information in time. The fostering of Internet idea-leaders which are more cultured and rational is also helpful for the guild of the network consensus and the solution to the crisis. |
