Research On Crisis Dissemination And Management Issues In “salt Riot”

Through the research on the "salt riot", this essay analyzes both the personal elements and the social elements of its forming and provides suggestion for the government management and media agenda setting, so that people could have a deeper understanding to the salt sales and reservation of the country. Besides, this research will build a "salt crisis" reacting team consisting of officers form government, salt administration, salt companies, police, industrial and commercial bureau, tax bureau, food and drug administration, and so on. Their mission is to monitor the salt sales and reservation, and to form a forewarning system including three subsystems: monitoring, estimating and forecast. In the end, this research is tempting to build an image repairing system of the "salt crisis" to increase the attention of rebuilding the image of government and the media after the crisis.The "3.16 salt riot" is not as accidental as it looks like,but contains the historic inevitability. The research on it is significant in two aspects, as follow:1)Theoreticsignificance: In this research, the author considers it as a part of the research on crisis transmission, which fills the vacancy of current academic research that applies the theory of crisis transmission to build the forewarning system toward the "salt riot". The research pattern: from risk to crisis, brought about in this essay clarifies the relation between risk and crisis, increase the attention toward the early stage of crisis, and build the stable foundation for forming crisis management methods, management plan and forewarning system. Furthermore, this essay also fills the vacancy of the "salt riot" as a part of research on salt culture.2)Practical significance: the significance of this research lies in the following three point:First, this research is helpful to increase audience’s knowledge about salt industry, and decrease the possibility of the occurrence of "salt riot". Second, this research is helpful to impel the reformation of salt industry, and develop scientific and reasonable crisis reacting system. Third, this research is also helpful to increase people’s crisis awareness, and change the crisis management methods from "relying mainly on stopping" to "combining both preventing and stopping".Firstly, in order to resolve the problems above in this essay, through the method of document analysis to collect more than 20 academic works, 100 publishing papers and 10 dissertations, the author filters several basic researching concepts,discards the dross and selects the essence from them. Secondly, the author adopts the method of quantitative analysis as well to collect data by questionnaires. Thirdly, by the case study method, this essay chooses one case in the research, which is "the biggest salt buyer".Based on the "salt riot" and its cause,this essay is about to investigate the scope of the crisis,main population,vehicle of dissemination, and the reaction of public institutions, and analyze the predominant mentality of the salt buyers,the crisis response of the government and the news media. Starting from the discussion about the risk and the management of risk, this essay will state the relation between risk and crisis and explore the causes, types and features of crisis, emphatically analyze the dissemination of the "salt rumor",and discuss the definition of rumor, the core affair,formula,structure and the subjects of rumor. The author analyses the setting of content and dissemination vehicle of the rumor, and the problem lying in communication skills and opinion leader,and explains the relative vehicle and skills of the crisis spreading, by referring the persuasion theory of Carl Hovland and the persuasion matrix of William James McGuire, according to the management of Crisis dissemination. Besides, this essay discusses the stakeholders involved in the "salt riot" and attempts to state the substance of the Crisis dissemination from the models of the stakeholders.The "salt riot" is not as accidental as it looks like,but through a certain "incubation period". We should not only analyze the cause, but also establish a complete and scientific warning system,focus on the normalization of crisis managing group and the recovery from the "salt riot".By the analysis of problems above, the author concludes both the personal elements and the social elements of the "salt riot". In terms of the personal elements, the poor information entropy about salt business and some psychological problems, such as hunger, fear and conformity, led to the wrong judgment toward the news of "eating iodised salt could protect against radiation". On the other hand, the unsatisfying management system of government and the inappropriate measures also worsened the "salt crisis". Moreover, the slow response of the media and the unclarity of information were also reasons of the crisis. Aiming at these three problems, this essay proposes "a prospective Crisis dissemination strategy" and suggests dealing with the salt crisis from four aspects. This first aspect: set up complete information network to ensure that the rumor comes into the view of the government and news media in the first place. The second aspect is to highly regard the diversity and multilayer of dissemination. The third aspect is to purposely exaggerate positive reports which benefit to remove doubt and fear. The forth aspect: deal with negative reports objectively.The methods mentioned above are a good "remedy" to change the passive position of the government and media, and a sharp weapon to eliminate the rumor. This salt rumor was caused by the audience’s unsureness about the salt market, which is also the starting point of the author’s investigation and analysis about the "salt riot". The "panic buying of salt" was caused by the "panic", which was from the unreasonable allocation and unclear information about salt market. Additionally, the public news media, which as the information channel, was short of courage and scientific Crisis dissemination concept, eventually led to the embarrassing situation, in which the government got hard to defend itself, the media turned "bashful", the audience were confused and the salt market was messed up.The origin of the mess in salt market lies in "people’s mind". This essay is going to bring in various statistics for analysis. These statistics about audience psychology, audience demands and the audiences’ behaviors of media contact reflects the audience’s reaction toward the "salt news" and helps for further research about "salt riot" and crisis management.