The Study Of Government Microblog’s Information Dissemination Mechanism Under Public Emergency Event Circumstance

Under the“risk society”and“media society”dual background，on the one hand，the burst frequency，impact scope and extent of the damage of all types of publicemergency events are far more than any previous period；the other hand，microblog asthe representative of new media strengthen people’s sense of social responsibility，gives people more right to speak，so that everyone may become a channel foremergency information dissemination，the government ’s ability to control the crisisinformation greatly diminished，traditional government crisis communication meanshas been unable to face such a complex situation. Frequent outbreaks of unexpectedevents，not only directly threaten the social harmony or stability and people’s life andproperty safety，but also a serious impediment to the process of social transformationand modernization process，as the main social and public administration，governmentneeds to find a more effective and advanced new platform of informationdissemination.Since2006，microblog depends on its immediacy，convenience，interactivityand fission spread which rapidly become a mainstream information platform，itsinfluence infiltrate every aspect of people’s daily lives. The rising up of microblog，make public management and public service functions of government to see a newdawn，government agencies at all levels of government have launched microblog，andusing it for government information disclosure，public participation in politics，propaganda image of the government and other activities， the microblog asgovernment public administration and public services and the new platform has beenrecognized by all levels of government support and the majority of the people. Withthe operation method of government microblog continues to be mature and in-depth，governments are increasingly concerned about its information dissemination functionswhen emergency events happen. Compared with the traditional government crisiscommunication platform， microblog has a strong information disseminationcapabilities，public opinion monitoring capabilities and the ability to guide publicopinion，and has become an important channel for the government in a crisisenvironment dissemination of information. Therefore，the study of governmentmicroblog’s information dissemination under emergency events is particularlyimportant. This article from the current government microblog development statusand trends as a starting point， review the course of the government crisiscommunication development experience gains and losses， combined with the statusquo in government microblog emergency information dissemination，summarizes thecurrent inadequacies of government microblog information dissemination，on thisbasis，use theory of integrated marketing communication and crisis life cycle theoryand the theory of information needs for reference to expound the communicationprinciples， communication structures and propagation processes of governmentmicroblog under emergency events circumstance in order to build the government mircroblog’s information dissemination mechanisms.