Study Of Communication Mechanism Of Environmental Risk Issue In Sina Microblog

Nowadays,with the high speed of globalization, kinds of threats and risks appear in all corners around the world which bring about with the development of economy and technology. In China, at the same time of modern construction getting splendid achievements, some risks that seem to be forgotten by people become to appear, what's worse, lacking of experience of risk management leads to regeneration of risk. All these makes China covered in the shadow of dual risk. In recent years, environmental problems emerging one after another highlight in all kinds of risks in our country and their straight presentations not only heighten the participation of people in environmental risk issues but give new challenges to the roles of government and mass media playing in the risk presentation and risk communication.Modern society is not only risk society but information society. The most popular network phenomenon is the rising of new media represented by microblog in China. Traditional media and the government departments are trying to extend their influences with the help of microblog and the pubic also make comments and take part in risk communication positively by using microblog. Spreading information by microblog is a kind of life style but a new trend of risk communication in democratic pattern.This thesis takes fog event as study case to do research which is a typical environmental problem case lead by the overdevelopment of productivity in China. Statistics of relative data and analysis of existing researches have done firstly. According to analytic hierarchy process, this thesis gives a series of measure indicators on the communication influence of microblog users in the fog issue and then gets some formula to certain the research samples. Combing with the 5W model by Harold Dwight Lasswell in Communication, this thesis analyzes the basic characteristics of communication subject, content and media so that to find the celebrity effect in the fog event communication.Secondly, this thesis clarifies the communication theory of effect and model and does research on public opinion trend of fog event in microblog. The research shows that affective factors on communication of fog event in microblog including the degree of fog density, publication of policy and personal motivation of opinion leaders. By visual utensils, the thesis finds that the communication can be divided into sub-public communication and two-step flow of communication.In the last part, summarizing all the analyses, it can be concluded that: in the Sina weibo field, different communication subjects emphasis different points in the blog articles about the environmental risk issue, but official opinion field still owns the dominant state in environmental risk communication and the folk opinion field keeps a high degree of participation to make risk revolution strategies and some opinion leaders' leading in public opinion are outstanding especially in microblog. These case studies show that the main communication process of fog issue in weibo is multi-stage communication, besides, two-stage communication will appear if the communicator of information is government apartment and the public or non-governmental organization the sub-public communication, what's more, the main factor which influences communicational effect in environmental risk issue is deduced. Based on all above, this thesis does a specific description of shortcomings of microblog in environmental risk communication, and points out that the official should pay more attention to flexibility of expression to avoid much official which can be offended by the public. Besides, regeneration of risk by excessive entertainment reading of environment from the public should be focused by the academia and industry.