Micro-blog’s Communication Effect In The Public Crisis

Micro-blog becomes popular for its outstanding real-time updating ability and convenient mode of operation. It has changed the way people communicating in the face of crisis. Micro-blog plays a more and more important role in dealing with the public crisis.In this paper, through the research methods of content analysis, data analysis, and case study, the author summed up micro-blog’s present situation, characteristics, functions, etc. in the public crisis communication. Through the case study on Ya’an earthquake in Sichuanin in2013, the author found Micro-blog has three basic functions: the information dissemination, self-expression and actions to support in the public crisis events. At the same time, the micro-blog opinion leaders is particularly prominent in the process of communication.Micro-blog opinion leaders’ special function in major natural disasters can not be replaced by other traditional media.Micro-blog can accelerate the spread of effective information and support the disaster relief activities in the process of earthquake. However, it also have negative effects, such as the fragmentation of information transmission and the spreading of rumors. The author puts forward the corresponding countermeasures according to the three main part--the traditional media, the government, all sectors of society to make micro-blog become a better information interaction platform. So it will help to better serve the people and society.The author’s findings will help people grasp the nature and characteristics of micro blog more deeply. And they will help to solve public crisis events as soon as possible.