The Use Of Internet Media In Governmen Crisis Ublic-Relation Research

After coming into the 21st century, China entered a new economic era-Internet Economy. Internet Economy, the most modern economic form, a new economic phenomenon in the information-internetized time, is by the special carrier of internet, which is now playing a more and more important role for the human-beings' everyday-life. It is quite different from the traditional forms, i.e. agricultural or industrial economy; it is new sustainable development type of economy, based on digital-tech, kerneled by innovation, driven by new technique. It is a newly-developed, digitalized and direct economy. By the structure shift from the traditional economy, the traditional social structure is, and will continue to be, transforming sharply, which is accompanied by the interest and power re-distribute. It is forming several precarious factors, which leads to increase the possibility of happening of gusty public issues. Therefore, in the background of Internet Economy, how to understand the social crisis and how to deal with the common-relation coming with these gusty public issues, is becoming an important subject facing China. Transformation of The government crisis PR from an abnormal to a normal state.On the basis of introducing the conception of new media and the government crisis public relation, this thesis summarizes the status and function of mass media in government crisis public relation, like detecting environment, crisis information communication and Agenda setting. Then we analyze the new media's characteristics of open, timely, interactive, co-shared and the challenge of government crisis public relation. Those characteristics lead to speeding up the crisis information communication, increasing the crisis information communication channels, and the crisis information is more difficult to controlled and monopolized. Then the government public relation ideas on crisis would be changed. The government should set up the opening ideas and respecting other organization. And then, this thesis suggests that the government could use various public relation means and the power to restrict and control the new media synthetically.In the first part of this paper, it discusses the definition of the co-relative notions in the Government Public Relations under Internet Economy, through the theoretic research, elucidates the philosophy origination of the government crisis PR, gives the explanation of the forming of crisis for the government in terms of Risk-society. It concludes that the key point is government public image; accordingly, the ultimate aim is to re-build the image. Then the paper focuses on positive and negative impacts on government manipulation posed by Internet Economy, it points out that on the one hand, the Internet Economy is a transformation for the traditional economy, the coming of which brings some new opportunities for the government functional re-building, accelerates process of modernization of The government management.Thirdly, we propose a model of new media use in government crisis public relations. Government could use the new media to collect crisis public opinion, warn the crisis information, open crisis information and guide public opinion. Internet and mobile phone message offer new channels for the expression of public opinion in crisis. Collection of public opinion from Internet and mobile phone message can make government recognize the social psychological crisis response. In crisis, the new media have unique advantage warning. So establishing the new media warning system, especially making full use of mobile phone message warning the crisis has great significance. The new media has become an important channel for issuing crisis information, so that building up the information open system which basic of government website and holding crisis news issuing meeting on internet are needed. The mass communication theory of "Agenda setting" and "opinion leaders" can also apply to new media. Then making full use of these theories, the government can guide the crisis public opinion, and deal with crisis successfully in the media can be achieved to realize the image of the shape and the government to resolve the crisis.The process of Internet Economy replacing the Industrial Economy is also the evolving process from government in the Industrial Economy(i.e .traditional government)to government in the Internet Economy(i.e.modern government).As the modern government is under functional transformation, namely, from controlling-type into service-type, to scale of government is inevitable. However, under the Internet Economy condition, crises of all variety leading by various gusty public issues add more pressure on government. Hence, Taking most advantage of the IE so as to transform the traditional mode of manipulating crisis of the government, is more valuable.