Study On The Optimization Of Government’s New Media Information Release Strategy In Public Health Emergencies

All kinds of public health emergencies typically represented by COVID-19 have occurred frequently in recent years,which seriously endanger public health and safety,and affect the national economic development and social stability as well.Public health emergencies often have the characteristics of spreading quickly and involving a wide range of areas,which require the epidemic prevention and control work to be characterized by rapid response and efficient handling.The government,as the leadership core of the epidemic prevention and control work,needs to unite,mobilize and lead the public to participate in it,so as to avoid the spread of the epidemic and contain the risk of transmission.In this process,information sharing between the government and the public is the basis of epidemic prevention and control work,which helps to form a unified understanding of epidemic development and prevention and control strategies within the whole society.As a new way of government information release in the era of mobile Internet,compared with the traditional way,government’s new media has greatly improved the efficiency and scope of information transmission,and has become one of the important sources for the public to obtain government information.In this context,this paper focuses on the link of the government’s epidemic information release to the public in public health emergencies,taking the COVID-19 outbreak as the research background and government’s new media as the research object,exploring the optimization of information release strategies by government’s new media in public health emergencies from two perspectives of epidemic information adoption and epidemic information release of government’s new media.The research of this paper firstly summarizes the relevant research situation of government’s new media epidemic information dissemination and public epidemic information acquisition in public health emergencies.On this basis,a research framework including research content,research methods and research ideas is formed.The theoretical basis of this paper is mainly derived from some relevant theoretical models of information transmission and adoption like the Elaboration Likelihood Model,the Technology Acceptance Model and the Information Adoption Model,which provide the basis for the establishment of the theoretical model of this paper.In the study from the perspective of epidemic information adoption by government’s new media,this paper collects the situation of the public obtaining and adopting epidemic information through government’s new media by means of questionnaire survey,and explores the way and extent of the influence of information quality,source credibility and social influence on epidemic information adoption of the public through correlation analysis,mediating effect test and regression analysis.The correctness of the theoretical model proposed in this paper is verified as well.The results show that information quality and source credibility have a significant positive impact on the public’s information adoption,and the perceived usefulness of the public plays a partial mediating role.Social influence has no significant effect on the perceived risk and information adoption of the public,and the perceived risk has no significant effect on the perceived usefulness of the public.In the study from the perspective of epidemic information release by government’s new media,based on the theoretical model verified above,this paper focuses on the period when Shanghai was regionally lockdown due to COVID-19,and carries out a case analysis on the information release of "Shanghai Publish",the government’s new media of Shanghai,on new media platforms like Wechat,Weibo and Douyin.To explore the current situation and characteristics of epidemic information release of "Shanghai Publish" on different new media platforms,this paper focuses on the current performance of information quality and source credibility.The study found that "Shanghai Publish" has the highest quality of epidemic information release on Wechat,with high quantity and frequency of information release,and performed well in terms of information quality and source credibility."Shanghai Publish" also has a high quality of epidemic information release on Weibo,with high quantity and frequency of information release,and performed well in terms of information timeliness,information accuracy,information unambiguous and source credibility.However,it lacked the information of government work,performed poorly in terms of information Complete."Shanghai Publish" has a high source credibility on Douyin,but its release of epidemic information is small in quantity,low in frequency,incomplete in content coverage,and poor in information quality.Based on the research above,this paper provides suggestions for the optimization of government’s new media information release strategy in public health emergencies.Firstly,in the aspect of information quality,the optimization is given from the aspects of information content,release time and expression form.Secondly,in the aspect of account operation,the optimization is given from the aspects of review system,platform coordination and function design.Finally,in the aspect of user experience,the optimization is given from the aspects of user needs,user trust and user interaction.The theoretical contributions of this study include: Integrating the Elaboration Likelihood Model,the Technology Acceptance Model and the Information Adoption Model,constructing the information adoption model under the influence of multiple factors,and enriching the information adoption theory which is introduced into the government information release in public health emergencies,providing theoretical basis for subsequent research.The practical contributions of this study include: Based on the dual perspective of government’s new media information adoption and release in public health emergencies,the influence of information quality,source credibility and social influence on information adoption are clarified.In combination with the current situation of government’s new media information release,feasible optimization suggestions are provided for its information release strategy,so as to improve the efficiency and quality of government’s new media information release in public health emergencies and strengthen the government’s information governance capacity in such incidents.