Research Of Public Media's Role Flaw Phenomenon In Public Crisis

Now the world is the time that crises frequently happen. The eruption and destructiveness of the crises concentrates, and the public crisis gradually exposes in front of the public, even evolving the social contradictory focal point. At 16 sessions of four CCP plenary conferences, the Communist Party of China proposed "the socialism harmonious society" as our strategic target. It is the key for the public media to implement crisis dissemination and, as the pivotal public opinion platform, play the role effectively in the public crisis.First, the public media's role flaw phenomenon in public crises. I have consulted the later 80's "People's Daily", after 2000's "SouthWeekend" as well as some regional newspapers where public crisis ever happened, like "Channel Metropolis Newspaper", "the DingzhouDaily", "the Harbin Daily", "the Jilin Daily" etc., and discovered that the performance the public media did in the public crises had role flaw phenomenon at some varying degree. First, in microscopic reports it lost balance between contradictory both sides , which had neglected one side's sound; In macroscopic reports it had not been able to look over the overall situation and implement throughout. Next, regarding the accidental disaster, the media often depends on the government constantly, issues the government annoucement only and evades the important questions for the easy. Even in the crisis potential period and the crisis earlier eruption period, the public media keeps silent, completely silent.Second, the reasons of the public media's role flaw phenomenon in public crises.The crisis, the disaster are the media precious information source, but the media departured from the normal condition while facing the crises, and displayed silent, hiding, even sacrificing such precious information source. Obviously it had reasons, or something trick to deal with. This involved the media's own dissemination idea, the dissemination pattern limitation, similarly as in exterior system and the news practice process difficulty. These synthesis factors mutually interweave, and finally have caused the public media role flaw in the public crisis. Firstly, the dissemination idea restricts information to flow effectively. China's media has formed the bad style since long time ago which reported the crisis as good news instead of sad news, and what is more, the report turned from the disaster itself to praise someone or his hero action, which has neglected disaster itself to the society's influence. Its basic flaw is the lose of "the person standard" thought, which equals neglection of the power and supervisory authority of the public to know the circumstances of the matter. Secondly, the dissemination way influences crisis dissemination effect. Since long time ago our country is single direction and vertical organization dissemination, which cannot effectively solve"the conflict"and"building the positive relations", and it is time for us to transform to the level-bidirectional dissemination. Moreover the horizontal dissemination can urge to form the negative-feedback mechanism(负反馈机制), thus dispels the intense conflict, and defend part of public's vital interest free from aggression. Thirdly, dissemination is restrained to the government. The media and the government are of vertical, subordinate and higher authority relation. The government information issuing on the lag inevitably causes the media information issuing silence. Moreover, what had also reflected between the media and the government of this kind of unidirectional vertical relations is the lose of the communication mechanism. Fourthly, the interview practice receives the interview object's passive defense and the obstruction interference. The news media meets the thorniest question while fulfilling the supervision of public opinion function is the regional protectionism. Department concerned softly is concealing the disaster event truth through all sorts of methods,"play the hide-and-seek game with newsman ", and hard measure is crude to obstruct reporter to interview, even uses the threat in force. These behaviors and procedure to news media to perform normal supervision of public opinion work constitut potential negative influence.Third, the consequence caused by the public media role flaw in public crisis.When the crisis burst out people exceptionally are active to receive the information, so crisis dissemination could not waste any minute to take the action. In the public media silence situation, varies forms of interpersonal dissemination occupies the information mainstream instead of the organization disseminate. In addition the information flow barrier factors disturb, the rumor occupies the leadership and the crisis disseminates presents chaotics. Subsequently this causes people in social psychology turbulence; Unrational factors in the social behavior enlarges: the instinct behavior increases, and the original social order is disrupted; The society public opinion circumstance(舆情) floods the related crisis rumor. People start to question the media and government's responsibility, which initiate the media drops to image crisis, populace to government trust crisis, even causes China in national image gambling to be in the passive position in the international platform.Fourthly, the approaches to the role flaw phenomenon taken by the public media in public crisis.There is no doubt about the importance of the public media social status. The public crisis negative characteristics such as the confliction, the burst and the widespread, determinate that the public media was especially important in front of the crisis social function and the responsibility. Generally speaking the public media social function mainly manifests in: 1st, environmental monitoring and the early warning function in the crisis potential period, which are the effective and important method to prevent crisis. The media itself should establish the forewarn system, seize the opportunity to report and grasp initiative. The media should pay attention on raising public crisis consciousness and guard consciousness; 2nd, the information transmission function which postpones with the vine is important dissemination method to overcome the crisis. When crisis burst media must grasp the first time cold treatment principle, satisfy the audiences with the power of knowing the circumstances in the matter. Through the media agenda establishment, media could guide public opinion to overcome the crisis, and through the consummation of news spokesman system to affirm popular sentiment and condense the social strength to cross the crisis; 3rd, it plays an essential role of the media to conform society psychology after the crisis, sum up lesson from experiences and warn others in the crisis retrogression period.At the 16th session of four CCP plenary conference, the Party proposed the development goal on harmonious social construction. Society's harmony is one kind of dynamic harmony, unceasingly has the contradiction, but also can melt the contradictory harmoniously. The public crisis reflected all kinds of social contradictory. Under such social history background, the public media, as the information exchange platform, has the social communication and the coordinated function, and should become an important part of the contradictory unblocking mechanism. Concretely saying, the public media disseminating in the public crisis needs to pay attention to carrying forward the humanities concern, relax the society from contradictory, provide the understanding for the public and scientific knowledge of the disaster, and be in attention to the individual survival condition in the crisis. Next, the public media must diligently construct the harmonious public opinion environment to promote crisis management and solution, including combing our report thought and the operation way, pondering how appropriately utilize the public opinion strength support to construct the socialism harmonious society. Once more, the media essentially mobilizes entire society to initiate the environmental protection dissemination, promotes the harmony between human and the nature, avoids the environment crisis worsening. The public media is the modern society's main information provider and the main variety to restrict the society information environment. Therefore, as the information exchange platform, the public media participates in this project to be supposed fully to display its function and the society influence on positively disseminating the environmental protection consciousness, the environmental science knowledge, the environmental protection legal system knowledge and so on, and constructs a green harmonious space for public opinion in the entire society.