A Comparative Study Of The Role Of Mainstream Media And Self-Media In Emerging Public Health Events

Public health emergencies are always closely related to the safety of the people and public health.The mainstream media and self-media on the Internet are important bridges between the official and public opinion fields.Media fusion blurs the boundaries and makes the role of media appear liquid and fluid.The role framework of self-media and online mainstream media in public health emergencies urgently needs to be redefined.Analyzing the differences or interactions between the roles of the two media helps to complement the advantages of the two media roles and establish a more complete media ecosystem in emergencies in public health.Therefore,based on the media role theory,based on the content analysis of the report text,this article compares the media roles of mainstream online media and self-media in the Changchun Changsheng vaccine incident,and summarizes the roles of the two media in the current public health emergencies.Conflicts and role interactions provide suggestions for the construction of media roles in future public health emergencies.The study found that,based on the perspective of media functions,mainstream online media and self-media mainly play the roles of information notification,guidance and mobilization,and public opinion supervision in public health emergencies.From the perspective of intra-role conflicts,in the role of information notification,many online mainstream media have insufficient early warning information,and the official draft is difficult to be grounded.Although the self-media is interesting to the people,the multiple sources of information are easy to spread rumors.In the role of public opinion supervision,some mainstream media organizations have a lack of role in public opinion supervision.Relatively speaking,market-oriented mainstream media has more free practice space,and some reports may have a higher reading threshold.At the same time,investigative articles from the media have risen to form public opinion supervision,but tend to become emotionally polarized.In the role of guidance and mobilization,the mainstream online media is a form of guidance and mobilization for positive missionary education,but sometimes it will bring negative influences from low-level red to high-level black due to poor consideration of the matters involved,or incorrect methods and methods.In the self-media,it is a form of guidance and mobilization of negative emotions,and it is easier to expand social conflicts.In addition to intra-role conflicts,there are also significant inter-role conflicts between mainstream online media and self-media.In the role of information notification,mainstream online media and self-media are government spokespersons and representatives of public opinions,respectively,and there is a misalignment and fragmentation in the content of issues.In the role of public opinion supervision,online mainstream media and self-media are the old regular army of supervision and awakening "citizen reporters",forming an iteration of communication and the opposition of values.In the role of guidance and mobilization,the mainstream online media and self-media mainly have value oppositions,respectively playing the role of a mouthpiece tool for positive missionary and a market subject role of negative condemnation.The reason for these conflicts of roles lies in the checks and balances between the government,the market,and the public.In the era of pan-media,there is differentiated competition between the media,and different media management systems control the two media differently.These are all It laid the foundation for the conflict between the role of mainstream online media and self-media.Although the above role conflicts reflect many problems,they also mean opportunities.In the end,mainstream online media and self-media will inevitably go to the path of interdependence and symbiosis,realizing a benign role interaction.Specifically,in the role of information notification,in the context of media integration,agenda interactive information sharing will open up two public opinion fields;In the role of public opinion supervision,multiple participation,role flow,and social governance will be promoted;in the role of guidance and mobilization,official-civilian cooperation will be formed,and "public opinion chorus" will be formed to reach social consensus.These role interactions also provide inspiration for the construction of media roles in public health emergencies.In public health emergencies,it is necessary to strengthen the role advantages of mainstream online media,break through the inherent paradigm,and face up to the role of self-media,form a comprehensive management and control mechanism,promote the complementary integration of mainstream network media and self-media roles,and jointly build a communication ecology.