The Research Of Chinese Official Micro-blog’s Performance And Countermeasures In Emergency Situations

In Web3.0age, micro-blog has become an extremely important representative ofnew medias. It’s rapid development not only concentrated expresses the evolution ofnew media forms, but also embodies the new media revolution and innovation. As atypical representative of micro-blog forms, the official micro-blog was appeared inChina since2011, and now it’s still growing. It has brought a significant influence to allaspects of social life. The micro blog has became an important platform for governmentaffairs departments to issue authoritative information，enhance interaction betweengovernment and public, guide public opinions in the Internet and provide publicservices.The "use and satisfaction" theory in communication sciences starts from theperspective of psychological motivation and needs of the audience to describe thebehaviors which people use the media in order to satisfied themselves, and put forwordsto the social causes and psychological motivations for the audience to use medium. Theresearch of "uses and gratifications" suggests that the audience’s media exposure isbased on the specific needs motivation, so that these needs are met, and also theaudience can choose the medium according to their wishes.In this paper, the author starts from the official micro-blog and selects the officialmicro-blogs of Sina as the research objects, studying the origin, characteristics,development status and function of official micro-blogs. The author also analyzes theusers’ constitution, characteristics and needs, fully understanding the users’ utilizationof official micro-blogs in case of emergency situations. Based on the cases ofGuangzhou Railway Outage Event，Beijing7.21Heavy Rainfall Event and the LushanEarthquake event as examples, the author tries to analyze the specific performances ofofficial micro-blogs in these emergency events through texts and date. It would help usbetter understand the effects of audiences’ acquisition through contact with the massmedia contents by the experience of the psychological and behavioral. Accordingly, inthis paper, the author also provides some suggestions and measures about how theofficial micro-blogs meet the demand of audiences in emergencies with better, so thatthe official micro-blogs can better meet the audiences’ psychological expectations andtheir needs of all aspects of social life.