Discussion On The Media’s Role Conflict For China’s Social Mobilization In Disaster’s Aid

With the evolution of information technology, the media between the government and the public in contemporary society has increasingly become a part of governance which can not be ignored. Especially in the management of natural disaster relief and other emergencies,our media play multiple roles, such as the communicator, the public "opinion leaders", social mobilization organizers and market entities in business competition, which is important and indispensable force to help the government ease the crisis, mobilizate the society, and guide public opinion. However, when the request is inconsistent with these roles, role conflict occurs, mainly in the government management and social instrument, the public interest and commercial interests, the mouthpiece of the government and the market players. Conflicts of multiple roles of the media to the social mobilization has had some negative effects, mainly including inaccurate news, not strong supervisory role, a lack of seriousness reportings, decline credibility of media and so on. This paper aimed at analyzing the media role in disaster relief for China’s social mobilization, grouping with systems analysis approach and closely contacting with the status of media report in social mobilization in the WenChuan earthquake, to analyze the role conflicts and resons of the media in social mobilization from the aspects in government, media, public, etc.This paper proposed some strategies that will improve the level of media report in the social mobilization, to further strengthen the social responsibility, communication arts and skills of the media, in order to provide reference on facilitating action as a bridge between the media and the government in disaster relief community mobilization.