Public Crisis Microblogging Spread And Government Response

Micro-blogging, as a new achievement of the development of internet technology,not only created a new mode of interpersonal communication in people’s daily life, aswell as opened a new window for the information dissemination in public crises. Baseon the case study of "5.26Shenzhen Driving Incident", this thesis deeply analyzes thenew characteristics and new changes of Micro-blogging which showed in the publiccrises.Through the analysis of the collected sample data, this thesis found that in such aspecial period of public crisis, the inherent hierarchy of Micro-blogging disseminationis broken. This results that the average disseminator in the traditional sense maybecome special disseminator. This thesis also found that Micro-blogging user’spreference of forwarding function speed up the flow of information. The combinationof online participation and Micro-blogging’s unique recommendation mechanismwarm up the public opinion of public crisis. During the special time of public crisis,the function of Micro-blogging communication can be divided into informationdissemination, self-expression and actions, which will change accordingly with thedevelopment of events.In addition, this article embarks upon the sense-making theory conclude thatindividual sense-making behavior will rise to be a collective behavior forming apowerful social force under the Micro-blogging’ viral dissemination situation. Thisunique Micro-blogging dissemination effect is specific expressed by revelry andbanter, confrontational between folk and official confrontational, diversified anduncontrollable opinion as the media disintermediation. Facing the challenges whichthe micro-blogging brings to the public crisis management, this thesis argues that thegovernment should actively develop Micro-blogging huge potential on crisismanagement, and adopt scientific and effective method to deal with public opinionproduced by public crisis.Research results of this paper will help people to better grasp the characteristicsof micro-blogging and develop its huge potential on public crisis management. Wehope this research will provide a beneficial reference for crisis management.