Public Crisis, The Media Guidance Of Public Opinion Research

With the development of globalization and informatization, public crisis spreads from some parts to a wide range, transforms from a single crisis to a complicated one, even triggers new crisis, and thus hindering the advancement of the human society. Since"SARS Incident"in 2003, China has genuinely begun to attach great importance to and focus on public crisis, while researches on it have increased gradually. However, there are many aspects that need improvement in resolving the public crisis. Currently, the researches in the public crisis field mainly focus on management science, with fewer on communication. In fact, the pubic opinion generated after the breaking of the public crisis is one of the key elements that decide whether the crisis can be ended successfully or not. Guiding public opinion correctly will be beneficial for defusing the crisis, minimizing the harm and losses that the people will suffer due to the crisis, conversely, it will deepen the crisis, even causing the new crisis. China should, in light of the concrete and actual situation, make exploration and discussion on the ways in which the media guides the public opinion, so as to favor for guiding the public opinion appropriately during the period of public crisis, resolving the crisis.This thesis is mainly based on the fundamental concepts of public crisis and public opinion. The author takes"Lotus Riverside Building Collapse"Incident as an example of the public crisis, analyzing the importance and necessity of the public opinion guiding during the public crisis, further describing the impact of the public opinion on the public crisis, conducting analysis of the challenge that must face in the work of guiding public opinion during the public crisis under the new situation. In addition, the author compares the public opinion guiding cases during the public crisis in China in recent years, showing the country has changed the ideas in guiding public opinion during public crisis; at last, on the basis of analysis, the author proposes some reasonable and effective suggestions for guiding public opinion during public crisis, which can be used as a reference for resolving the public crisis and guiding public opinion.