The Conflict And Dialogue: The Study Of Crisis Communication Management In Public Health Emergency Under New Media Context

New media context and public crisis are increasingly influential,increasingly prominent,which is one of the current social characteristics of China.Among those crisises,the public health crisis of strong public and social influence,has make it one of the important issues of the contemporary Chinese news communication and Chinese society.The 2016 Shandong vaccine scandal is one of the typical cases.It is of great significance to perfect and promote the management and control of public health crisis,and even to promote social harmony in the study of Shandong vaccine scandal in the prospect of public health crisis communication.The mainly methods used in this paper are the case study method and the text analysis method.By referring to the theory of the crisis transmission of situation from Coombs,the four-stage theory of crisis development of Fink and the dual discourse crisis of scholars He Zhou and Chen Xianhong,the paper describes the four stages of the scandal,and pays more attention to two stages: the birst of the crisis and the spread of the crisis for the conflict and dialogue are prominent between these two stages.Based on this,the paper analyzes the mechanism of conflict and dialogue.The paper reflects the phenomenon of conflict and dialogue in Shandong vaccine crisis in the following three aspects: communication subject,communication motive and communication strategy.Finally,the author puts forward some suggestions on how to realize the effective propaganda and control of the preventive public health crisis by using the "fact-value" model of Hu Baijing's crisis management dialogue paradigm.Through the analysis of crisis communication in Shandong vaccine scandal,the confict and dialogue in the official and civil words fields,as well as the microblogging stars,medical eliets,instant online celebrities with grassroots public,conflict dialogue mode varies according to different communication motives.The dialogue between the official and the civil words field is mainly manifested as one-way mission and the resentment pattern.The dialogue between the microblogging star and the grassroots public is the two-way interaction and the positive supplement mode.The dialogue between the medical eliets and the grassroots public is also Two-way interaction and positive replenishment model.The dialogue between the instant online celebrities and the grassroots public shows a different interactive mode due to the differentiation of the camp and the central issues.In addition,in the process of Shandong vaccine scandal communication,although the communication center is weakened by kinds of communication subjects,the government is still in control of the state.Finally,from special to general,this paper put forward the coping strategies and suggestions to improve the prevention and control of public health crisis communication:the government should pay close attention to public needs,and improve crisis restoring management;the media should manage the scale of mass communication to build a good crisis communiction ecology;medical elite should shoulder social responsibilities to do some scientific communication to guide public opinion;grassroots public should enhance media literacy to boycott the spread of rumors together.The new media context strengthens the complexity of public crisis control and communication.Despite of this,as long as social organizations and the subjects bear their responsibilities and work together,can we build a good crisis communication ecology.