The Public Opinion Guidance Of Microblog In Emergences

Now our country is in the transformation period of society. The ceaseless aggravating of various conflicts of interest and frequent occurring of unexpected events have put forward the severe trial to the capability of dealing with emergencies and the effectiveness of public opinion guidance of emergencies for the government and media. Micro-blog as a newly emerging "we media" in the Web2.0era, can anyone use it to publish, reprint, and evaluate messages at any time. Since the birth of micro-blog it occupied a position in emergency communication with its rapid dissemination of information, real-time communication, and easy interaction and mobility. The introduction of micro-blog to an emergency has made it become the first media of reporting emergencies and the network public opinion dissemination media.This article is studied the public opinion guidance of micro-blog in emergencies. First of all, the micro-blog unique communication characteristics and its powerful communication function was analysed, and the public opinion guidance mechanism of the micro-blog was studied; secondly, the effectiveness of micro-blog in emergency public opinion guidance was analysed with a large number of cases, in the following four aspects:the performance of micro-blog in emergencies, the influence of micro-blog on public opinion guidance, the advantages and the role of micro-blog on public opinion guidance in emergencies; finally, according to the challenge to micro-blog in leading the public opinion in emergencies, the emergency public opinion guidance of micro-blog was strategically studied in the levels of micro-blog media, micro-blog moral self-discipline, the government, and micro-blog operation business. This article aims at summing up the public opinion guidance strategies of micro-blog with the study of micro-blog in emergency public opinion guidance, in order to make better use of micro-blog, the emerging media, to guide public opinion.