The Characteristics And Function Of Microblog In The Public Event Propagation

As the transition, conflicts are intensified in the current special period of the Chinesesociety, public crises and sudden event of a disaster frequently turn up. Government, mediaand other social organizations have run into the unprecedented challenges in dealing withpublic events spread. Meanwhile, with the rapid changes of the new media, especially therapid development of microblog, public events spread faster and faster. The public through themicroblog could participate in the discussion of public events in first time. Microblog is themost typical forms of We-media. It is also important way to comment and care for thecommunity of various public events. In late2011, Chinese microblog registered users hasreached320million. Microblog is gradually becoming the main form for the publicparticipation in public events. The microblog is becoming more and more influential forpublic events. Therefore,“the characteristics and function of microblog in public eventpropagation” is the topic of this article.Microblog is a new medium which in the dissemination of science perspective can betterreveal itself the change of the audience, the disseminator, the mode of transmission anddissemination of results, as well as the influence of the spread of microblog on thedevelopment of public events. this paper combine with the classical theory of communication"agenda setting" and "gatekeeper" to interpret the spread of microblog, compared with othermedia which aims to analyze the changes of the characteristics and functions in microblogspread so as to reflect the advantages of microblog spread. Studied microblog environment,public events spread measures ", this paper, based on the theory of crisis management “crisismanagement ’3T’principle," make strategies for the government, media and community. Thecase studies are a combination of these theories and describe in detail for the case of the actualsituation.This paper firstly, clarifies the relationship between microblog and related concepts. Italso briefly summarizes the meaning and the status of the microblog and emphasizes on thecharacteristics of the spread of microblog. This paper based on the case study method focuseson three events of the microblog transmission case analysis: the Shanghai fire "incident in2010,“7/23” serious railway accident of WenZhou line in2011, Jocie Kok incident in2011. Italso analyzes the characteristics and functions in the microblog spreading of the public events. Finally, it combines the status of dissemination of public events and microblog spread, inthree aspects of the government, traditional media, the community to respectively analyze thedissemination of strategies for public events.The main grass-roots of the microblog spread, the changes of agenda from the "officialappeal" to the "democratic aspirations" and the missing of "gatekeeper" make the publicbegan to participate freely in public events spread. However, Public participation and publicopinion will inevitably affect the trend of public events. It either promotes the public the truthof the incident, or deteriorates of the developments. Consequently, the Government,traditional media, microblog operators and community organizations should assume theirsocial responsibility to take appropriate measures in response to the spread of public events.Using the microblog serve ourselves, so that the solution of public events could achieve thebest social effects. This is the original intention to select this topic, with some practicalguiding significance.