A Study On The Public Opinion Guidance Of Local Government Public Crisis In The Context Of Media Convergence

Public crisis events have features of emergency, uncertainty of consequence, seriousness of risk and urgency of disposal and propose challenge on government’s public crisis management ability. Currently, our country is in the frequent occurrence period of emergent public crisis, how to correctly and timely cope with all kinds of public crisis becomes important test for all levels of government and relates to national security and stability. The success or failure of public opinion guidance determines the fast solution of the event. Particularly local government, as the first disposal party of public crisis, shall conduct efficient public opinion guidance in disposing public crisis event. At the same time, from central to local, traditional media shifts to new media. In addition, government information releasing form is diversified and develops towards internet and social media.In recent years, from the emergent public event, under the circumstance of medial integration and government information releasing form diversification, information communication route changes and causes the reconstruction of procedure of public opinion guidance. Only by recognizing media integration trend timely and building scientific and novel handling mechanism timely can efficiently guide public opinion and maintain social stability in public crisis event. Therefore, public opinion guidance research of local government public crisis event in media integration early warning becomes important topic. This essay illustrates three core concepts of public crisis, public opinion guidance and media integration, sorts out their relations and changes. This essay then studies the current status of public opinion guidance of local government public crisis event through theory analysis and three public crisis event public opinion guidance cases, analyzes the issues and conflicts of local traditional government public opinion guidance in the background of media integration and explores countermeasures requirements on local government tackling media integration.This essay makes discussion upon innovation and paths of local government crisis public opinion guidance in the background of media integration, thinks that local government needs policy transformation, idea transformation, method transformation and mode transformation and preliminarily builds up application procedures of local government public opinion guidance media matrix. In addition, this essay also introduces practice method of the innovation of Z City crisis public opinion guidance and provides reference form other local governments.