Research On The Relationship Of Government Media And Public In The Crisis Communication Of Weibo

During the social transition period, there are growing crises here and there. Inrecent years, frequent crises caused by all kinds of public incidents tend to exertnegative effects on the social stability and development. Reform and progress ofmedia communication and information technology have brought convenience,however, at the mean time, they have made the crisis communication to be easier andout of control. We can always find the trace and cause on the Internet from the majorpublic emergency in these years. They have even triggered intense repercussions onWeibo and affected the stability of the whole society. Weibo has become an emergingmedia in public. Not only has it provided an effective platform to dredge and dispelthe transmission of the crises and risk information, but also it has brought threats andchallenges. As the mainstay of Weibo, the public, media and the government playindispensable roles in the whole emergent public incidents. This article started withthe emergent public incidents, and respectively analyzed Weibo in the followingaspects including its rise and spread, the transmission process during the emergentpublic incidents, the control and guidance of public opinion in the emergent publicincidents. Based on the practical cases, this essay shed light on and analyzed Weibofrom the aspects of the roles and functions it played in detail, as well as its interactiveprocess and relationship in the emergent public incidents. Consequently, the essayfurther explored its influence on the emergent public incidents and the sounddevelopment.By combining theory with reality and aiming at different Weibo communicationsubjects, the documentary analysis method and the combination method of qualitativeand quantitative analysis were adopted in the article to study the roles, functions andthe interaction process and relationship among the major government, media and thepublic in the emergency communication process during the crisis communicationprocess of Weibo, with the Stage Analysis Theory of the American scholar StevenFink on crisis communication research as the theoretical framework and the “trafficaccident on May26th” occurred in Shenzhen in2012as the primary research case. The characteristic and the regular pattern of the crisis transmission of Weibo werethen analyzed to provide a reference for the sound progress of the crisis transmissionin Weibo environment.