Mainstream Media Reports About Unexpected Incidents On Microblog

In recent years,emergencies and unexpected events spread out online frequently.Once such crisis is disclosed online,it would soon be at the centre of public discussion.This is due to the uncontrollability of an emergency,its ability to assemble public instantly,issues triggered by the attitude and behaviour of government,and the complexity among communication channels.Take the social network platform,Weibo,as an example,the spreading of unexpected events on it will instantly create online buzz and constant discussion.Thus,it is valuable to discussand analyse the power of discourse as well as the influence of mainstream media on Weibo.The negative effects of an emergency will be dispersed and magnified through online communication on Weibo.Thus,mainstream media’s exposure on Weibo is different from that of traditional communication platform.However,by analysing its exposure on Weibo,the author found out that the role and function of mainstream media are weakened.As a result,this article is to provide advice on this situation and communication strategy.Admittedly,such issues are inevitably affected by the communication platform itself.Due to its functional features and limitations as well as uncertainty of online discussion,Weibocan not only trigger an unexpected event but also restrain and impair the communication and the leading role of mainstream media.Therefore,apart from analysis on mainstream media report,this paper also involves the building on Weibo platform and the development on regulations of Weibo.In a word,the author hopes that the maintream media can play its own unique strength on Weibo,and to offset their weakness.This would help the mainstream media to regain their vitality at the time of deep integration and innovation of media.