The Use Of Internet Media In University Crisis Management Research

In recent years, Chinese university is at a crucial stage of reform and modernization now. With the deepening of social transformation and higher education reform, university has been increasingly influenced by all kinds of conflicts and crises from society and inner self. At the same time, China has also entered into a brand-new-age Interne era which has been playing an important role during people's work and life by carriers of special transmitting medias as internet, stream media, electronic forums and mobile phone system, etc.With the increasing frequency of various emergencies and kinds of crises appeared in university, whereas those crises have been expanding rapidly under unprecedented quick promotion, wide range of channels, hard control and of crisis information due to the characteristics of internet media as publicity, timeliness, share, etc, a clear recognization of the changing environment and under which responding transformation of university strategies on crises are required. Therefore transformations of concepts and forms of crises are in great need to be considered by university.Internet media have brought new challenges and opportunities to university crisis management, especially in crisis process phase. How to apply internet media practically? How to predict and evaluate the effects of internet media in crisis? These issues are very important for building harmonious campus. University should consider internet media seriously in crisis management process.On the basis of introducing the conception of internet media and university crisis management, this thesis summarizes the function and challenge of internet media in university crisis management according to crisis management theory and case studies, like detecting environment, crisis information communication and agenda setting. Then we concluded university should set up opening ideas and respecting kinds of media in order to win the best time and treatment effect of crisis management. Also, through the case analysis and practical investigations, this thesis reveals that internet media applied in university crisis management have problems at present.Finally, according to crisis management theory this thesis propose a model of internet media applied in use in university crisis management. University could use the internet 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 university recognize the social psychological crisis response. In crisis, internet media have unique advantage warning. So establishing internet media warning system to warn the crisis has great significance. Internet media have become an important channel for issuing crisis information, so that building up the information open system of university official 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 internet media. Then making full use of these theories, university can guide the crisis public opinion, and deal with crisis successfully by applying internet media practically and scientifically.