The Research Of Government Risk Communication In The New Media Era

At present, the human society is challenged by the risk unprecedented. Compared with developed countries, developing countries face risks social brought about by the structural transformation. Computers, smart phones and other high-tech products in just a few decades changed lifestyles and the dissemination environment of information to the public. Human beings have entered into the new media age. Access and interoperability of variety of information make it spread more and more complex, faster, so risk is magnified in the new media age. The public as a recipient receives information passively in the traditional media age. But the general public simply owns a mobile phone can accept information by point to point and point to surface,and they can also product information and disseminate information in the new media age. So the public can participate in political affaires. New media makes a person as being a separate role into roles on both sides of the sender and recipient. The explosive spread of information risk has brought tremendous challenges to the government management. If they cannot communicate risk information effectively, not only the credibility of the government will be challenged, and it may lead to more crises. It will require the government take new measures to control risk becomes of the new forms and new features. The Chinese government’s risk communication strategies are effectively when H7N9 avian flu out broke. It provides a reference.In real life, the public opinion is the public’s expression of opinion or emotional reactions. The Government monitors public opinion through new media, understands social conditions and public opinion and analysis public opinion on network in order to detect trends of public opinion, issues the risk warning and control risks in the bud get so that it avoid the more serious risk. The essence of risk communications is the two-way interactive communication of risk information. Therefore, the Government should provide a platform for the free flow of information, so as to reach a consensus to eliminate the risk. It’s a good way for effective communication to guide public opinion and foster network leaders. Strengthen the mechanism of public participation in politics and improving the ability of public participation in politics, is the requirement for developing modern civil society and administrative system reform in our country. It’s also the requirement of Internet users in the new media age. Public participates in politics and communicate with the government is not only reflected in the resolution of the crisis but also reflected in reality in the daily work of the government. If the government keeps abreast of the concerns the public and answer people’s most pressing problem, it can effectively avoid the appearance of risk. The stronger the correlation between the public participation, the more widely the public will participate in politics. That’s what the government wants to see. On the one hand,it can maximize the public interests by communicating, on the other hand,it can also achieve scientific and rational policy formulation and implements a win-win situation.As key players in risk communication, the public’s quality of their own, directly affects the effectiveness of risk communication. At present, Chinese citizens’overall quality has improved, but there are still some of the public’s who are lack of basic scientific knowledge, poor ability to identify information and weak social responsibility in the face of crisis. They prone to panic and believe in rumors.They even use a mobile phone or network to disseminate false information. This will not only cause mistrust between the government but also influence risk communication effectiveness. It may cause greater crisis and loss. To achieve effective communication, the government must continuously improve the literacy of the public.