New Media In Crisis Communication Research

The existence of digital technology has pushed the "media's carnival" to a new peak, while the media's attribute as "the sword with double-blade" is becoming increasingly obvious. The invention of cell phones, network has not only provided a effective platform for the crisis communication, but brought about enormous threat and challenge.In the SARS period of 2003, cell phone has been used as a channel for obtaining the SARS related information. Meanwhile, it is regarded as the prime criminal for coining and dispersing the rumors. During the procedure of Shanda Co's purchase of Sina co., blog functioned both as a first information resource and a rumor maker.In the field of crisis communication, these "new media" are efficient weapons. At the same time, they are combustion-supporters for the solicitation and dispersion of the crises.This article begins with a series of typical crisis happened recently, then discusses the new media's function of a "sword with double-blade". Besides, we make analysis into the reasons why they produce negative effects. On the basic of above efforts, three countermeasures will be established on how to make the new media work in right way:To stipulate effective control policies in accordance with the facts in the threeways of construction of policies and laws, regulation of ethic and morality andmanagement of technology.To cultivate the "sober citizens" to resist crises effectively in the circumstance ofnew media through enhancing their sense of crises, promote the media literacy,reinforce the guiding of public opinions by opinion leaders.To optimize and integrate the new media and the traditional ones in order torealize the interaction between them while trying to establish crisiscommunication models to cater to different stages of the crisis circumstances.