A Study On The Intervention Of Government Microblogging On Information Dissemination Of Sudden Incident

In the risk society, the human’ eyes are full of all kinds of emergencies(also known as public crisis events, crisis events), which have a serious threat to human security and social harmony, disturbs the social order and brings a new issues of government social management. Emergency spreads to a wide range, in urgent need of community governance, but also requires the dominant of the social governance-the government to speed up construct the crisis management mechanism. The effect of information communication in the emergency influence the direction of the emergency. So, the management of emergency information communication is an important part of crisis management of government departments. The evolution of media revolution brings emergency propagation path and characteristics, the appearance of of micro-blog leads to the change of the mode of transmission of the revolution and the social ecological. Micro-blog has changed the traditional mode of mass communication.The traditional media platforms and the government is no longer the only person of the emergencies information communication. The public permeate into the social public affairs and government agenda setting with the help of micro-blog. Micro-blog becomes the agent of the information publishing and media in the emergency, which also brings serious social risks at the same time.Due to the characteristics of the propagation and media platforms, crisis information will inevitably produce false messages and message distortion during in the micro-blog process. It is worth noting that these unreal news spread very quickly. Finally, compared with a common message, the public has a great demand for information about emergency. Especially a crisis occurs in its early time, information asymmetry attracts the public’s spotlight for information. Besides, during in different stages of crisis’ s development, people need to have the appropriate information to understand, analyze and judge to make crisis management.A micro-blog "gatekeeper" is in urgent need during emergency information dissemination for supervision and control. Government is the body of social management, positively shouldering the responsibility and obligation to disseminate emergency information. At this time, the emergence of government micro-blog provides intervention tools for dissemination of emergency information.This thesis uses a comparative analysis of characteristics and effects of government micro blog, comparing to other common media, pointing out that is the best tool for governmental intervention under emergent conditions. Then, the thesis is meant for periodic functional analysis of "@ Yu Yao issue" in emergency, and some disadvantages of governmental micro blog’s functions and dissemination information. One the event of Yu Yao floods, "@ Yu Yao issue" performs excellently in the governmental information disclosure, social mobilization and the governmental rescue. However, the "@ Yu Yao issue" also exposes the defects of governmental information’s inefficiency, imperfect mechanisms for rumors, the lack of influence and information dissemination.In order to analyze the mechanism of the government micro-blog intervenes the information of the emergency. In this paper, we use Shannon- Schram model to analyze the necessity and function principle of the government micro-blog intervenes the emergency. Various elements of the spread of micro-blog call on the government to intervene in the crisis information dissemination by some means in the emergency. And the government micro-blog is the best choice. The government release information timely before and after the emergencies through opening government micro-blog. The government becomes the powerful source to meet the public’s right to know information and overcome the crisis information in the micro-blog channel propagation of the spread of fission and contents of the random, which crushes the rumors on the Internet timely and governs for the public and people.Finally, as the "at the helm" of the society, the government departments should start from the public benefit, create a good system environment for the emergency communication, change the thought of "official standard", attach the importance of the operation of the government micro-blog and the media training and optimize the crisis information and the dissemination strategy of government micro-blog. Under the emergency, the government can avoid the generation of rumors through the maximization of space and minimization of time. In other words, in order to curb the transmission of the false news, the government use the speed of information release to pursuit information dissemination scope and shorten the space of dimension at the same time. The information communication strategies are based on the stage of emergency, constantly adjust the density of the report time and depth and openness of the coverage. How to adjustment the stage of communication and make the communication optimization is a problem which the government must solve urgently.