Research On The Public Crisis Communication In The Context Of We-Media

With the rapid development of internet technology and popularization of new communication tools, the dominant position of public opinion controlled by official media before is being challenged, which is not only reflected in the huge influence of communication, especially the huge communication influence of We-Media, but also reflected in the lack of innovation for satisfying the public’s right to learn the truth and guiding the public opinion when we stand at the government side. The invention of We-Media appears to be an inexorable trend in the field of journalism and communication technology. Such a prospect leads to a cascade of questions.Government officials can easier commit a blunder in the cyber space, which is wary of anything that could spark social unrest. How to redefine the function and position of government and cope with negative effects exerted by We-Media have been comparatively significant for maintaining its own public trust and social stability, as well as the media operation scheme based on probabilities.This thesis was mainly divided into five parts. In the first place, the author introduced the purpose and significance, difficulties and innovations, core concepts and definitions, as well as methodologies of this thesis. Second, by referring to research of communication and reviewing the existing research results at home and abroad, the predicaments and prospects of the media effects theory was explored. In the third chapter, the author made a narrative analysis of two typical crisis communication events as the “3.30 Anti-aromatics Project in Maoming City” and the“3.8 Malaysia Airlines Incident” through the whole process and taking Weibo as the Virtual Field, in order to describes the changes of crisis communication path in the context of We-Media Age and how it works during the emergence and transmission of public crisis. In the fourth chapter, the thesis discussed main crisis communication mechanisms from three aspects as the possibility, extent and influence of communication. Meanwhile, this thesis summarized six characteristics of We-Media in the crisis communication through comparison between We-Media and traditional media. At the end of thesis, some problems the government should deal with in thePublic Crisis Management would be summed up. The shortcomings of concept,function and measures hold by the government would be analyzed from several practical problems as the challenge to government credibility, deficiency of information transparency, absence of supervision and improper media operation. Then the author tried to put forward five suggestions: the transformation of government functions, the guidance of public opinion, the improvement of emergency management, establishment of media operation and reinforcing the legislative oversight.We-Media is a double-edged sword, indispensable to the government survival as well. Since the government is still working as the dominant force in social stability, it should work as a weatherman in gaining public trust, leading public opinion and taking necessary measures if there is a need in order to result in the benign development of We-Media. Besides, the government should change its function, take the path of serving people, actively guide public opinion, grasp the opportunities when the crisis arises, improve the mechanism of emergency management, build permanent branches, strengthen media operations, attach great importance to the power of the traditional media and We-Media, take the legislative supervision,improve the relevant laws and regulations, so that criminals will have no chances.