The Current Situation And Countermeasure Research Of Microblog Credibility In Emergency Events Under Media Frame

Credibility is the intrinsic power of the media trusted by the public. Setting up good credibility is the core value pursuit of the media. With the appearance of microblog, it enters into our social life, and then this kind of media which everyone has the right to speak challenges the credibility. Microblog, as a part of the information platform, is just like a double-edged sword, which not only brings convenient to the public but also makes microblog credibility face continuous tests. As an open public space, some rights of speaking controlled by the traditional media return to the public. To a great extent, such a public clamor has largely weakened strict and careful investigation and verification link of the traditional media, and besides the limitation of word may lead to incomplete information and distortion and imbalance of reported information under emergency, and thus eventually may lead to the loss of credibility. This paper takes PM2.5event as the example, sina microblog as the research object to analyze the current situation of microblog credibility under emergency within the media framework. According to the present situation and problems, this paper analyzes the reasons that microblog loses credibility, and proposes various countermeasures for improving microblog credibility under emergency due to different reasons. This paper generalizes the research situation of credibility at home and abroad, establishes a credibility evaluation system combining western research dimension of the credibility with Chinese media environment, and expresses the impact on credibility, the influence of the instrumentality as well as microblog interaction from the dimension of authenticity, timeliness and language of microblog information communication. The paper analyzes the content of microblog, examines governmental affairs microblog, opinion leader microblog, media microblog and grass-roots microblog in PM2.5event and investigates whether the source authority is true, whether the situation reflects the overall fact in the performance of the media and following up the policy, whether event information is clear, and whether the opinion is objective and the influence of science knowledge in order to understand the topics discussed in the public activity and the interaction between official microblog and common people microblog and to have an objective knowledge on microblog credibility under emergency. Then the paper reflects the present situation of microblog credibility under emergency, makes a thorough study on the defect of operation management of microblog from the internal and external aspects and analyzes the influence of communication subject diversity, weakening of information control, omission of legal supervision, insufficient information service and interaction from the phenomenon of microblog credibility shortage. Finally combining the reasons of losing credibility with its manifestation in the case, such as rumors, false information published without checking because of the pursuit of the speediness, the situation that the official ignores the focus of public opinion and the inactive interaction with the public, this paper tries to explore an effective way to enhance microblog credibility from five aspects of judging microblog credibility. Aiming at microblog management responsibilities and various microblog participants, it proposes countermeasures to strengthen scientific management of legal system construction and information systems, to strengthen a public opinion guide of the official microblog, to improve the consciousness of media’s social responsibility and to build public-interest-oriented dialogue mechanism. Different from the previous simple quantitative analysis of media credibility index systematic research, this paper studies credibility in the context of the new media environment. Based on microblog and combing with the case, this paper uses muti-dimensional credibility indicators to evaluate credibility, analyze and interpret the reasons and performance of losing credibility, and we strive to present microblog credibility under emergency from the angle of media which is different from the traditional media. It not only has a scientific and quantitative analysis but also combines emergency cases and reality used in the study in order to make them specific and thus guides the operational management of microblog as well as the actions of participants under emergency to achieve the objective of improving microblog credibility. The appearance of microblog brings challenges to media credibility in many ways, so the joint efforts and coordination of all social aspects are necessary for improving the credibility.