A Study On The Countermeasures Of Optimizing The Propagation Function Of Governmental Microblogging In Crisis

Human society has evolved into the Omnimedia Era, with growing attention on the new media. Different from traditional media such as newspapers, radio, television and etc, Micro-blogs are not only used to share personal information, but gradually carry on the role of taking the temperature of social moods and reflecting the public opinions, which role could not be taken by the traditional media. Consequently, the authorities are adapting to this new social media reality. Government agencies start to join weibo to facilitate the communication, especially in the state of emergency. Therefore, how to optimize the "wei-governance" on micro-blog communication in Omnimedia Era is an important content of future "news administration".Based on the relevant literature and theories, the challenges of Omnimedia Era and the status of the government micro-blog have been presented in this paper. We have discussed the development of our country’s administrative micro-blog and the function in the public crisis management. Although there are achievements with public information disclosure and innovation in crisis management mechanism, many problems on the governance of micro-blog communication need to be considered. Firstly, by analyzing Ningbo Zhenhai PX event, our research shows that "wei-governance" must utilize its effective transparency function in public crisis disposal practice. Secondly, we propose to enhance the communication through the combination and complement of the media’s micro-blog and the government’s micro-blog. Thirdly, we point out there are a few issues faced by the management of government micro-blog:the lack of application, the lack of transparency, the subsequent power shortage, the under-development of platform construction and the inflexibility when facing new social media. At the end of the paper, aiming at the inefficiency of government micro-blog during the outburst of public crisis, we put forward five suggestions:to establish a rapid response mechanism, to build the government information disclosure mechanism, to introduce public opinion interaction mechanism, to set up an union of all kinds of organizations to jointly cope with mechanism, to improve the accountability mechanism, to provide psychological training to government employee.The article is divided into the following parts:1Introduction;2New features and new challenges in crisis dissemination of Omnimedia Era;3Current status and problems in government micro-blogs;4The practice of "wei-governance in Omnimedia Era--taking Ningbo Zhenhai PX for example;5The strategies of optimizing micro-blog communication function during an outburst of public crisis.