Study On Structuring The Two-way Communicat Ion Mechanism Of The Government Micro-blog In Emergencies

Contradiction is the power for the society to develop, in the period of socialtransition, contradictions exposed by the frequency of social emergences urge thegovernment to speed up the transition to the service-oriented government, and topromote the ability of managing emergencies and relieving social contradictions.Emergencies are big challenges for government to keep the society in order, to getcloser to the public, and to build the great public image. The challenges are biggerwhen micro-blog became famous, the influence of emergencies are greater than before,and messages could transfer to others in a few minutes.If the government micro-blog was at the way stage in2011, at the practicalapplication stage in2012, and at the normal management stage in2013, then this year,it must be at the management innovation stage. In order to innovate the managementpattern, the government micro-blog should set up a set of rigorous mechanisms inwhich the two-way communication mechanism is indispensable to improve thecommunication strategies between the government and the public. In recentresearches concerning to the use of the government micro-blog in emergencies, mostprofessors have realized the government micro-blog`s function of counseling inemergencies, but they didn`t pay enough attention to how to counsel. People caremore about how the government use micro-blog to pacify bad emotion than how thepublic use micro-blog to express opinions. So the deep research about the two-waycommunication is important both in theoretical and realistic aspects.The main part of the thesis is divided into5parts which are the definition ofrelated concepts, the theoretical foundation, the current situation,the problems and themeaning of the two-way communication in emergencies, and also the structure of thetwo-way communication mechanism, and the difficulties of structuring. First of all,the thesis introduces the meaning of emergency, government micro-blog and thetwo-way communication, and brings in the two-way communication theory,information network theory of communication and Grice cooperative principle. Andthen, the thesis explains the current situation and meaning of structuring the two-waycommunication mechanism of the government micro-blog, points out the shortages ofthe government micro-blog and the importance of the mechanism. The thesisdescribes the problems existed in the two-way communication of the government micro-blog in emergencies, such as the indistinction of self-responsibilities, thehysteresis of micro-blog alliance, the inappropriateness of the micro-blog words,andthe deficiency of interaction between the government and the public. The core part ofthe thesis is the structure of the two-way communication mechanism of thegovernment micro-blog which explains from five aspects which are communicationsubject, object, target, content and form, and describe the setting of the two-waycommunication mechanism, the building of the two-way communication team, andthe design of the two-way communication process. The sixth section points out thedifficulties of structuring the mechanism of the government micro-blog inemergencies which are the breakthrough of the optimization of the mechanism. Whatwe need to pay more attention is that there are still many problems we need to solve inthe structuring of the mechanism, and they can hardly be solved in a short time.After researching from many aspects, the thesis points out that the structure ofthe two-way communication mechanism of the government micro-blog means a lot tothe government when dealing with emergencies. We need to enhance the systemstructure, the talents power, the interaction between online and off-line to optimize themechanism, allow the government be initiative while dealing with emergencies.