Chinese Government’s Media Utilization And Public Opinion Guidancing In Public Emergencies

Under current macro background of social transformation, the frequency of various public emergencies sounds the alarm to the Chinese government. The constant development of new media technology accelerates the information dissemination of emergencies, which brings unprecedented challenge to the government in respects of emergency disposal and crisis public relations. Public emergencies, characterized by accidental nature, urgency, uncertainty, and high crisis, are the targets jointly concerned and focused by news media and the public. The government is the responder to public emergencies and as well the gatekeeper of emergency information source. How to timely, correctly and effectively cope with and dispose public emergencies is an unavoidable topic faced by the government. With the arrival of wide-media times, the public’s information channel is developing toward diversification. With the addition of the populace’s constantly increasing subject consciousness, they begin to pay closer attention to emergencies. In this case, faced with the public’s demand, the government has to review and sort out its relations with media and the public and apply timely and moderately media tools for appropriate public opinion guidance, so as to solve public crisis and ensure social stability. This paper sorts out the relations among the government, media and the public from the viewpoint of media ruling. By combining with specific cases, it summarizes three subjects’current problems in emergency disposal, demonstrates the necessity of media ruling and the applicability of relevant public opinion guidance, and puts forward that the government should apply corresponding public opinion guidance strategies to ensuring the reasonable and effective control of events at different stages of emergencies.