Research On The Presentation And Guiding Mechanism Of Public Emotions In The Red Cross Crisis Communication

Netizen sentiment is an important measure of public trust and an effective means to diagnose the problem of NGO credibility construction.As an important non-governmental organization,Red Cross Society plays an important role in major social events such as natural disasters and public health events.However,in recent years,the Red Cross Society has repeatedly suffered from public opinion crises,falling into the trap of ineffective response,and its credibility has been severely damaged.This paper summarizes the representative crisis events of the Red Cross in the past 15 years,and analyzes the problems and dilemmas faced by the Red Cross in the vortex of negative emotions.Based on the theory of situational crisis communication theory,this paper explores the relationship between the crisis communication strategies of the Red Cross Society and the presentation of public emotions from the dual perspectives of situation and emotion,and summarizes the reasons why the Red Cross Society is trapped in the spiral of negative emotions,so as to provide effective strategies for the Red Cross Society to channel negative emotions and rebuild trust.In order to better study the relationship between situation and emotion in the crisis communication of the Red Cross,this paper,based on the theory of situational crisis communication,selects the crisis wave of the Red Cross in Hubei Province,which has attracted great attention during the epidemic period,as the case,and uses sina weibo as the research platform to carry out the following research:First,Analyze the crisis situation and response strategy of Hubei Red Cross Society based on the situational crisis communication theory.Second,Grab the text of user comments under the microblog response of Hubei Red Cross Society to analyze the characteristics of public sentiment after crisis response strategies.It is found that in the crisis of Hubei Red Cross Society,the organization faces a complex crisis situation.The public mood was awakened by the special context of the COVID-19 era;Then the crisis situation was further intensified due to the mistakes in the research and judgment and the improper choice of strategies.Secondly,due to the solidification of organizational crisis response mode,the secondary exchange of emotions among the public accelerates the convergence of emotions.Finally,the overlay of crisis history leads to the precipitation of negative public sentiment,foreshadowing the outbreak of new risks.Through the above research,it is proposed that the situational crisis communication theory is not fully applicable to the crisis communication practice of the Red Cross Society,and the reasons for its crisis communication into difficulties are explored in combination with the organizational nature,management style,media environment and object emotion of the Red Cross Society.Finally,based on the situational crisis communication theory and the current situation of the Red Cross organization crisis communication practice,four suggestions are put forward from the process of emotional dynamic change:strengthen organizational construction to prevent the generation of negative emotions;Optimize the choice of strategies to prevent the intensification of negative emotions;Improve the ability to use media to resolve negative emotions;Pay attention to image reconstruction,Pay attention to image reconstruction,reduce emotional precipitation and outbreak.In order to prevent the generation of negative emotions of the public and repair the memory of negative emotions of the public.To realize the restoration of organizational credibility and create a public opinion space for the return of social rationality,and accumulate social positive energy.