The Phenomenon Research Of Micro-blog Pray In Public Crisis Communication

Frequent occurrence of public crisis has become one of the marked features of Chinese society. Due to its powerful functions of information spreading and public opinions guidance, the media has become an important channel for government’s control and management of crisis. The phenomenon of praying for the dead through micro-blog is a typical case of the power and influences of the media. In recent years, micro-blog pray is not only the expression of public desires in traditional culture, but also contains public opinions in the public crisis communication. However, many scholars’researches on micro-blog pray mostly start from the harmfulness of Chicken Soup for the Soul, and there has been a lack of a systematic study of the communication process. Therefore, based on the three typical crisis cases as "Ya’an earthquake", "Dong guan’s anti-pornography" and "the Malaysian flight MH370disappeared", this paper tries to study the propagation law and solution of micro-blog pray in the public crisis communication. And this paperis of special significance and research value in guiding the public to pray correctly, improving and strengthening the public crisis management and communication.This paper studied by using the case study method, content analysis, quantitative analysis method and encoding type table of crisis transmission, also dialyzing the major factors influencing the communicating effects of micro-blog pray and establish a new encoding type table of crisis transmission, then cardings the communication situations, characteristics and factors influencing the communicating effects of micro-blog pray of the two discourse spaces in the three cases. Based on that, we refine the intrinsic motivations and propagation law of micro-blog pray in the public crisis communication.The study shows that micro-blog pray has certain social and political functions, which is the important content of government crisis public relations and media crisis transmission, also is the important carrier of public discourse expression and appeal rights. Micro-blog’s amount of information and communication process has certain relevance with the life cycle of public crisis, and its communicative time, scale and attitude affect the strategies taken by each crisis public relations. In different stages of crisis, communication subjects reflect their opinions by changing the amount of information. And the "two-way interaction VS antipathy" mode, which is a unique interactive mode of double discourse spaces in the phenomenon of micro-blog pray supplements the " two-way interaction VS affirmation " mode in the traditional media Era. However, Aiming at the problems existing in the transmission, different communication subjects shoulder different responsibilities in maintaining the micro-blog pray environment. The government should strengthen the supervision mechanism, so as to provide a proper environment for micro-blog pray, the media should distinguish the opportunity and balance the communicative scale; Opinion leaders should adhere to the philosophy of rational communication; common people should improve their qualities in order to avoid the tendency to internet addiction and maintain discourse powers.