The Media's Behavior In Public Crisis Communication In The New Context

With the pace of modernization, we are into the risky society. In recent years, the "SARS", "Songhua River Pollution Incident", "5·12Wenchuan Earthquake", "Melamine Incident", "Citrus Maggot Incident"...... various public crisis occurred frequently. The research on public crisis in different domain has risen. In the information age, each public crisis event is inseparable with the crisis information dissemination. The public crisis communication has called people's unprecedented attention.Along with the acceleration of the reform, new context of public crisis communication has appeared, including the change of information management systems, the conversion of report concept, the enhancement of the public's awareness of their right, and so on. The new context has changed the state of public crisis communication. Since the SARS, media's public crisis communication has made great progress, though it is not enough. The purpose of this study is to sum up the media's reaction in different public crisis, and to find the reason, through out analyzing the media's behavior in public crisis after the "SARS". In addition, the research on the relation between the media and its external environment is anther important content of the study.The research discovers that, the public crisis communication is more free as the government information disclosure system made. But it is still restricted in certain domains. As the report concept developing, there is room for further improvement in the report manner. New media has become an important platform for public crisis communication.??addition, the media's consciousness of social responsibility and self-discipline needs to be strengthened.