On The Public Crisis Management In The Age Of Microblogging

Review many public crisis happened in recent years, we can find that the micro-blog played an important role in emergencies promoting, public agenda setting, social resources gathering and public opinion generating. However, because of the lack of regulatory measures, the micro-blog is easy to be a breeding ground and rapid spreading channel for rumors. Thus, in the field of public crisis information dissemination, micro-blog is the "fire extinguisher" to solve the public crises timely and effectively, but at the same time, micro-blog is also the "combustion supporter" to trigger and spread crises. In the meantime, more and more government agencies and officials have open micro-blog accounts, the Government Affairs Micro-blog has gradually become a channel for information issuing, a network platform to service the people, a window to find out the state of public opinion, and a space to improve the interaction between officials and people. For all these reasons above, it will be an important new topic with great theoretical value and realistic meaning for government, to find out how to administrate and use micro-blog to establish an effective modern public crisis management mechanism, how to deal with public crisis appropriately, how to enhance the government’s public trust, and how to model the government’s image in "The Era of Micro-blog".First, this paper introduces the background and significance of the topic, the literature and research results of domestic and foreign in the introduction part. Then expounds the importance for the government to manage micro-blog scientifically and use it effectively in the modern public crisis management, which based on comprehensive elaboration of micro-blog, public crisis, crisis management and public crisis management.Second, this paper introduces the origin, development, functions, characteristics, and "Opinion Leader" of micro-blog, and its application effect in the social field, commercial field, news field and political field. Especially, this paper deeply analyzes the characteristics of micro-blog such as low propagation threshold, instant communication interaction, fragmental information dissemination,"back to face" type information interaction and social communication; the defect of micro-blog such as easily breed and spread the malicious information and rumors, easily cause information overrun, and easily become tools to be manipulated; the dualistic meaning of micro-blog as management subject and management object with crisis management perspective; and the features and functions of opinion leader on micro-blog.Third, this paper discusses the challenges to modern public crisis management issue by micro-blog from five aspects, which are guidance of the public opinion timeliness of management, accuracy of decision-making, transparency of information and effectiveness of disposal in public crisis management.Fourth, this paper takes the "Wenzhou7·23train rear-end accident" as an example, and deeply analyzes what kinds of active role does micro-blog play in the process of modern public crisis management, such as micro-blog will bring important effect on propagation, appeal, guidance and supervision. Meanwhile, this paper exposes the serious problems cause by micro-blog, such as it will encourages the rumor, kidnaps the public opinion and invades privacy. Based on the above analysis, this paper puts forward some views from the angle of "the era of micro-blog", which are government must strengthen the interaction between government and people, ensure the timely and accurate of disaster release, pay attention to the guidance of social public opinion, accept the supervision of the decision-making and relief work process, and mobilize and use the power of private resources while dispose the public crisis event.Finally, the paper discusses what should government do to manage micro-blog scientifically and operate it effective in public crisis management. And propose specific measures in three respects, which are set up the "micro-blog" concept to improve the micro-blog management legal system; use micro-blog platform, to strengthen the public crisis management mechanism; and take advantages of micro-blog to improve the public crisis management methods.