The Study Upon The Crisis Discourse Rhetoric Of The Governmental Micro-blog During The Breaking Public Events

Represented by the typical example like Sina Micro-blog, the domestic Chinese micro-blogs have been through a rapid development. In other words, the government has been drowning in a situation where the crisis occurs frequently and the negative news overruns. When the government gives a shot on public micro-blog, whether or not the government can grasp the principles is the new challenge it faces in dealing with crisis public relations. Based on the domestic Chinese research overview upon the public crisis communication on the micro-blog, we can see that most of the researches mainly oriented the study from the view of communicational characteristics and communicational function, while the study upon how the communicational subjects of the governmental micro-blog utilize the crisis discourse rhetoric to construct the discourse system and form public opinion was rarely spotted. Therefore, this article aims to study the crisis discourse rhetoric theory and combines it with the practical discourse strategy of the governmental micro-blog during breaking public events and discusses how the theory can better guide the crisis responding practices of the governmental micro-blog. Setting the "7.21 Beijing Heavy Rain" as the example, this article mainly makes use of document analysis method, case study method and content analysis method to make a detailed probe into how the communicational subjects play game with each other to form the micro-blog platform for public opinion.The research findings and innovational part of this article go as follows:1) After the public crisis broke out, the public desire to know the truth, thus the uncertainty and retardance of the official discourse might contribute to the public’s panic, furthermore it might have the speaking right snatched by the rumor noise. Hence, what’s most important for the governmental micro-blog dealing with crisis is that the governmental micro-blog should not remain silent, instead it should publish the crisis information timely and properly; 2) An accurate crisis dealing strategy is of equal great importance, while the neutral information expression and sincere modification action expression strategy on governmental micro-blog usually receives better communicational effect; 3) A Kind discourse and a sincere communicational style can better realize the equal communication between the governmental micro-blog and the common micro-blog user, with which the government can keep a good balance between individuation and authoritative for the governmental micro-blog; 4) The governmental micro-blog should lay more emphasis on the multi-channels of the multimedia for information presentation. The flexible usage of the pictures and videos on governmental micro-blog can boost the information content of the governmental micro-blog as well as its reposts number due to the fact that the communicational mode adapts itself to the internet traits; 5) This article divides the governmental micro-blog crisis information into three types, which are crisis identifying information, crisis dealing information and crisis emotional information, in addition this article absorbs the rhetorical resources, logos, ethos and pathos of the classical rhetoric applying the interdisciplinary research method to improve the adaptability of the rhetoric study in discourse construction of the governmental micro-blog dealing with crisis.