The Game Between The Official Public Opinion Field And The Civil Public Opinion Field In The Crisis Communication

Crisis communication research in our country is ceaseless and thorough, the government and the media also began to realize the importance of crisis communication and crisis management. However, in the actual emergencies, for the comfort and crisis information dissemination, public sentiment public opinion guidance in these areas is still not ideal, especially the rise of letters and other microblogging social media, often crisis first site information release in the transfer to the hands of social media, and in after the crisis, the official public opinion field of authoritative information released can not keep up, rumors began to spread through various channels, serious and even affect is often the social order.In 812 Tianjin explosion accident, to the government and traditional media as representative of the "official public opinion field" and to all kinds of online social media as representative of the folk public opinion field "respectively through their own channels to sound, both of which have their own public opinion field structure, transmission and characteristics. Official public opinion field is mainly through the press conference to the most authoritative information release, at the same time with the new media platforms on the official microblogging, micro channel number and other public to spread of a two pronged approach. Not only that, all kinds of traditional media give full play to the role of the Party mouthpiece, public opinion propaganda guidance, also did not forget the social responsibility of the media, for the accident and the resulting all kinds of secondary public opinion tracking reports and questioning. The accident, the official public opinion field of poor performance, published information on the conference is not comprehensive enough, timely, transparent, part of a reporter’s question broadcast interruption, a spokesman for the for question answer is not clear, "Tai Chi" common field, lead to secondary public opinion cannot resolve in a timely manner, once people criticized. Local micro released the timeliness of information still needs to be strengthened and more focused, released in rescue and casualty information tracking, lack of interaction with users, can not become a network public opinion monitoring and guidance of the skirmish. Local media temporary aphasia, friends joked "Tianjin, a no news of the city", and to the people’s daily, CCTV news, surging news mainstream media and the new media platform give full play to the professional advantages, exclusive coverage, active agenda setting, guide public opinion. Local slow and mainstream media initiative constitutes the ecological environment of the official public opinion.It is the official public opinion field in a began to lose the opportunity, resulting in Tianjin accident occurred after early folk public opinion field unusually active, by the explosion accident of the microblogging users first video, microblogging function as the first live reports in the accident in the full performance, in the official did not release authoritative information, users have uploaded and forwarded photos and videos of many of the scene of the accident, causing network of hot debate. The media is not only active in the field of micro-blog platform, WeChat as a new social platform for the rise, also occupies a very important position in the accident. Although it is not as good as the speed and timeliness of micro-blog, but in the integration of content and depth of mining, WeChat still has its advantages. In playing the advantages of micro-blog, WeChat this kind of self media, its drawbacks are also beginning to show, a huge amount of information has been unable to check, resulting in the breeding and spread of rumors. Users through the release of information related to the explosion of information to record events, through the forward to promote communication, through comments to form a public opinion, constitute a very complex civil and public opinion.Two places of public opinion on behalf of the interest groups are not the same, it will naturally have a conflict, the conflict between the two occurs mainly values in conflict, the right to speak in the competition, and the folk public opinion field the deconstruction of official public opinion field of discourse right. This, however, does the harmonious coexistence of the two can not be. Two public opinion field by using the public network platform, the official public opinion field use of new media, on the one hand can public opinion monitoring, on the other hand is good opportunities for interaction, in the process of crisis communication, both the gradual emergence of issues overlap and interact frequently a good trend.The formation of the two public opinion field should not be antagonistic relationship, and should supplement each other, make progress together. According to the different stages of crisis communication, the author thinks that to establish official games public opinion and public opinion of the benign interactive transmission mechanism, the crisis incubation period should notice for crisis prevention, field monitoring and the popularity of the media literacy; Released at the outbreak period should pay attention to timely, effective, comprehensive, authentic, authoritative information, pay attention to feedback, timely supplementary public opinion; In the crisis period, want to notice for event tracking reports, the rumors about control and public opinion guide; In crisis period should pay attention to the integration of information and reflection, the government needs to summarize experience and lessons, to improve the current emergency rescue system, and the media to promote the government, society and people’s reflection, promote institutional change, train the public crisis consciousness, improve the capacity and quality of public crisis, eventually to build their communications platform, deepen the cooperation of two public opinion field.