The Spread And Public Opinion Guide Of Government Crisis Under New Media Environment

The emergence of digital science and technology has pushed the "media carnival" toward a new climax, and the "double-edged sword" of media is becoming more and more obvious. The diversity of media offers government and audiences a wider platform for free communication when confronted with crises. However, it also brings tremendous threats and challenges simultaneously. The position and influence of the Internet and mobile phones in the crisis spread are increasing owing to their interactivity, instantaneity, hypertext, and personalization etc. Crisis is becoming a "normal" frequent appearance in this high-risk society that is filled with uncertainties. How to effectively use new media for crisis prevention and management becomes an important issue for government departments at this moment.Based on the research status of government crisis spread and consensus guidance transmissive perspective, by using of specific cases and comparing U.S. crisis communications experience, this paper probes our government crisis spread and public opinion guide strategy, focusing on that under the high risk society and new media environment.Firstly, this article defines the crisis and the concept of public crisis, discusses its classification and characteristics, the characteristics of the new media, and analyzes the role of government, media and public in public crisis respectively; Secondly, by analyzing the function of the American government in its public crisis spread, this paper points out the experience and lessons in crisis spread for China; Finally, combined with actual situation in China, this research discusses the advantages of using digital media means for Chinese government to improve public opinion guide mechanisms, refined government crisis spread and public opinion guide strategy.