The Promotion Of Emergency Microblog Public Opinion Guide Effect

This study discusses the emergency microblog public opinion guidance, based on the flow of communication in the classical propagation theory, the microblog influence flow is divided into information flow and communication flow. On this basis, this paper used Lass-well,5w mode, microblog communication flow can be divided into five factors, namely, content, communicators, communication channels and means, audience and communication effect.Through the analysis of two kinds of transmission flow elements, the study found:in te-rms of microblog content, in the information flow in the microblog dissemination flow than view; Point number less than information, but better communication effect; Mainstream info-rmation is the main part of the microblog information dissemination, and the challenge is the overall tendency of microblog views. In terms of communicators, microblog is the main ori-gin of information media, opinion leaders is mainly responsible for to provide a point of view; Is located in the economically developed eastern areas, both uneven spatial distribution; In miroblog has the characteristics of immediate release time, lack of sustained attention hot spot; Between media microblog frequently cited, opinion leaders lack of interaction. In terms of co-mmunication forms, the spread of weibo channel is a blend of interpersonal communication and mass communication, is a kind of "interpersonal communication" channel, microblog to mass communication media, opinion leaders tend to human to human transmission. Informa-tion change is more, the spread of microblog way widely used words, pictures and links. In terms of audience analysis, information flow of the fan is irrational, but participation is better than the effect in the flow fan, flow fan forward consciousness is higher, but personal influen-ce less influence flow fans. On the communication effect, no matter from the propagation force, coverage, activity, or the transmission cycle, view effect is stronger than the spread of information.Based on the above conclusions, the research for microblog public opinion in emer-gencies put forward the following Suggestions:first, the government. Actively developing government microblog platform, targeted monitoring public opinion, correctly deal with the relationship between the media weibo, opinion leaders. Second, the media microblog.Stre-ngthen the interaction with fans and realize effective guide; Appropriate expression. To ens-ure the authenticity of information and accuracy; Content diversity, use the "text+image+links" in the form of; The construction of professional media microblog platform. Third, opinion leaders. Oversee the government actively, goodwill criticism; Expressing opinions balance comprehensive; Pay attention to distinguish the false information; Content should be added depth, promotes the use of "text+long microblog" form. In addition, microblog public opinion to guide the subject should attach importance to public feedback, improve the public’s literacy "crisis" and "media literacy", and microblog users interact, mix, with continuous attention.