Audience Research In Public Crisis Communication

Government, media and public are the three main elements in public crisis communication; they mutually influence each other and constitute a complete system. In the crisis communication, the audience is not only a message receiver, but an important communicator and participant.On the perspective of the audience, this paper attempt to have a full display of the audience in public crisis communication. The article contains the following sections. First, It will introduce how to choose these topics of the study and define the basic concepts; Second, Review the related literature, and sort out the development of the theory about crisis communication; Third, Make up some hypothesis about public cognitive of the crisis and audience's real psychological and behavioral characteristics in crisis. Fourth, The results. Verify the assumptions through empirical research. Fifth, Discussion. This part will explore the relationship of the audience and the media. Finally, we will analysis the relationship among the audience, the media and the government through the case of SARS.The government, the media and the audience are the complete whole part in public crisis communication. By the perspective of audience, we look at ourselves, look at the government and the media, and then we hope to give a powerful and useful support to the government' decisions and the media's communication.