Research On The Communication Effect Of Government Microblog In The Public Crisis Of Animal Epidemic

In the era of new media where information communication technology is highly developed,the crises that government departments need to deal with not only come from the real world,but also a large part of the crises originate from the virtual world of the network.Among them,the animal epidemic crisis in public health incidents seems to be ordinary,but because of its suddenness,infectivity,and uncertainty,it can deal a fatal blow to the entire livestock industry,which is not conducive to maintaining social security and stability,and may even cause great government image influences.Therefore,the public crisis management of animal epidemics is becoming more and more important in government departments,and where there is public crisis management,there is crisis communication.By processing,analyzing and using crisis information,it can help the government to control the substance of crisis communication,increase public support,and further improve the effectiveness of government microblog communication and government emergency response capabilities.Weibo is a typical representative of social media network application forms.Its ability to update information in real time,open information exchange methods,and convenient and fast operation modes all promote the enthusiasm of public participation,so that the public and the government can not share information in a crisis.Another problem.This shows that the role of government microblogs in crisis communication is becoming increasingly important.The article selects the top ten government microblogs on the July 5,2019 government microblog publicity ranking.Taking the H7N9 incident and the African swine fever incident as examples,the H7N9 related from March 2013 to July 2019 was screened.The content of Weibo and the content of African swine fever related Weibo from August 2018 to March2020 were analyzed.With the help of Python software,370 pieces of Weibo text content about H7N9,35227 pieces of comment text content,42 pieces of Weibo text content about African swine fever and 344 pieces of comment text content were manually screened.With the dual attributes of government affairs microblogs as the framework and the construction of topics and public participation as the theoretical support,three frameworks of information,action,and opinions were established,including crisis update,epidemic information,rumors clarification,leadership,accident handling,and disaster reduction.The 12 agenda indicators of measures,departmental cooperation,inviting the public,appeasing the public,opinions and suggestions,and uncertainty are used to analyze the topics to which the microblog text content belongs;and then divide public participation into two parts based on the process and result standard system.The public participation process is divided into active and passive participation according to different leading parties: the government’s active access to public information is passive participation of the public,the public’s active questioning of the government,and the government’s response are active participation;the results of public participation are divided into two parts: participation behavior and emotional attitude : The amount of reposting belongs to public participation behavior,and the praise behavior and evaluation attitude belong to public emotional attitude.After the index system was built,the coder was invited to encode all the data,and the content analysis method was used to analyze the public participation in different government microblogs and the number of different topics under social attributes and media attributes.It was found that the level of public participation increased during the crisis.The government response rate is low,and the crisis communication content focuses on building an information framework;combining social attributes and media attributes,comparing public participation under different topics,it is found that the public has the highest forwarding volume for the action framework,and the most positive attitude ratio in the opinion framework Validate the public participation process and results through linear regression and find that the government response rate is positively correlated with the positive attitude ratio.Finally,the article gives suggestions from four aspects: increasing the government’s understanding of the communication function of Weibo,investing funds,building the system norms and establishing the evaluation system of communication effects.This research helps to enhance the public and government’s further understanding of the communication function of Weibo,provides ideas for giving full play to the role of government Weibo in crisis communication,and promotes public participation to be harmonious and effective.I also hope to provide literature for the quantification and measurement of the communication effect of government microblogs in crisis.