The Research Of Government Micro Blogging’s Information Dissemination During Unexpected Events

At present, China is in the period of social transformation, various contradictionsand problems are appearing, and many unexpected events taking place frequently. Theemergencies in our country have the general characteristics such as unexpected,destructive, urgency and uncertainty, but also the feature such as: complexity coexistswith regularity, endogeneity coexist with catharsis, wide attention coexists with chainreaction. These characteristics make the information of unexpected events to bespread effectively a urgent need of social stability.Government micro blogging develops quickly as a new media in recent years.Compared with traditional media, the press spokes person system, general microblogging and other information dissemination channels, the government microblogging have advantages on timeliness, authoritative, interactive and the cost ofoperational management, which make government micro blogging the preferredmedium for the information dissemination of unexpected events.We can say that theintervention of government micro blogging to emergencies is decide by the features ofboth government micro blogging and emergencies themselves.On the point of the positioning of media, government micro blogging positionedin unexpected events are mainly three points: the first one is the dissemination toolsduring crisis scenarios,the second one is the opinion leaders in public domain, Thethird one is the new interact platform of the government and people. Such positioningmake government micro blogging played an irreplaceable role on the disseminationand settlement of unexpected events, and show its unique organizational and socialfunctions gradually. Organizational functions including inform, expressive, explainand guidance. Social function including image-building and conflict coordination onpolitical function, communication and public opinion guiding on general socialfunction.From the point of characteristics of dissemination, the government microblogging performance good on the time of information dissemination and the content selection, and inadequate in the interaction and language use during unexpectedevents. I think we should analyzes issues specific and these three points only havesome representation for the dissemination of information in terms of natural disastersof the micro blogging of party and government institutions. This paper analyzed theinformation dissemination of30samples of government micro blogging during theYa’an earthquake.After comparing the data, I think there are some characteristicsduring the information dissemination as follows: publish information in time and payattention to tracking reports, grasp the overall situation of reporting and pay attentionto the selective of information, take the informative information and interaction ofsingle way in first place.On the point of the pattern of information transmission, the author analyzedsystematically that the may flow ways of information transmission during unexpectedevent, such as the one-way flow, tree-flow, radial flow and composite flow. In theprocess of government micro blogging’s information dissemination during unexpectedevents, these four types of information flow patterns exist at the same time, and formthe multilevel mode of information transmission by the "fans Path" and "forwardingpath" together, to promote the information disseminated quickly, and widely in ashort time.From the point of communication effects, the main influencing factors are thesubject, content, message carriers, communication skills and the communicationobjects. The author analyzed the relationship between these factors and thecommunication effects, and proposed some specific strategies to improve thecommunication effects of information dissemination of government micro blogging tounexpected events: strengthen the credibility of the body spread, emphasis ondissemination of the contents of the presentation, leverage a variety of mediadissemination linkage, strengthen communication skills learning and disseminate onthe characteristics of the spread object.