Research On Rhetoric Of Government Information Dissemination Regarding Public Emergency In The New Media Environment

New media technology develops tremendously. The boundary between disseminators and audiences is blurred. It is new media which changes linear dissemination to reticulate interactive. Based on internet, Micro-blogging, Forum, Blog and Podcast have gradually become major news resources. Concealment, celerity and scandals are the challenges in government news release and the settlement of public emergency. With more ways to discuss public affairs and more enthusiasm of the public to participate in the discussion, the used plain public opinions have been activated and the public turns into the major part in the political area. Multiple values and voices make public opinion become contradiction entia,which specially appears in the public emergency.This article focuses on rhetoric research of emergency dissemination, employs rhetoric critique, media content analytic method, case study method and research method and combine literature search, case research and experiences in order to probe into mechanism of government news release about emergency in the new media times under the frame of interactive of government-media-public. Taking "7.23" Yongwen Line serious traffic accident for example, this paper considers emergency essence, government dissemination strategy as well as rhetoric, so as to achieve correct evaluation results, know about the defect from feedbacks and the behaviour and find the solution.