The Study Of Traditional Media's Role In Public Crisis Communication

In 2008, Wenchuan earthquake shook the hearts of hundreds of millions of Chinese compatriots, the same year, Sanlu milk powder incident detonated food safety topics; Yongwen line became a train never arrived in July 23,2011; 2014 New Year's Eve, Shanghai Bund massive stampede, enjoy carnival night that this has become a farewell night; August 12,2015, Tianjin Binhai New Area happen explosion......with the advent of risk society, Chinese public crisis has become the norm of contemporary society faces, how to effectively deal with the crisis and maintain stable social order, be the subject of government and the media face together. In the era of media speculation, as a unique public resources and social forces, the traditional media in the public crisis spread through the events reported in shaping people's awareness, help the government crisis management. With the open and public media rights to participate in public affairs rising enthusiasm, traditional media apparently can not just be satisfied with doing the original reporter and bystanders in a public crisis communication, we should actively explore the possibility of more media role.In general, members of the community, through the role expectations, role understanding and practice to achieve the role of role-playing into the social roles. Thus, the basis of law and in the dissemination of communication studies in the media to respect the objective function described above, combined with the evolution and development of public crisis, the author summarizes the government and the public in its public crisis communication in traditional media face seven role expectations, namely:the perceived risk and early warning, to convey real-time dynamic, interpretation of authoritative information to guide public opinion, public interest oversight, and provide decision-making reference to soothe public sentiment. Followed by nearly a decade of major public crisis communication in practice the role of traditional media analysis, we found that, compared with the new media, the role of the traditional media capabilities in monitoring crisis management, post-disaster psychological comfort and opinion leaders play more like well, but the effects driven by information dissemination policy, the Government's response and cooperation, economic interests, traditional media practitioners professionalism and crisis management in the level of public participation, and there are still some departure from the role expectations role in practices such as inadequate risk anticipation local traditional media aphasia, authoritative interpretation of weakening consumption and catastrophic events. In view of this, the author based on internal and external factors, put forward by developing actionable information dissemination and regulations to remove barriers to risk communication, innovative use of UGC reported crisis mode, culture organized civil society and strengthening public crisis rescue and education strategies to optimize the traditional the role of public media in crisis communication practice in order to achieve the maintenance of traditional media's credibility, help achieve the objectives of the government crisis management, and ultimately maintain public safety and public interest, reduce the damage the crisis, maintaining social stability and sustained healthy development.In this study, public safety, public interest and social responsibility is the foundation of all role definitions and analysis.