Study On Oppositional Reading In The Government Crisis PR

In China, crisis events happens rapidly in this rapid transformation society and the "risk society". Our country faces more severe challenges in the new communication environment. What makes us feel worried about is that the public’s interpretation of confrontation appeared a lot in public relations crisis. This phenomenon is particularly prominent in our government’s crisis public relations. In response to this phenomenon, we use the case study method to analyze a large number of cases, and also based on citing classical communication theory to study the phenomenon preliminary. This paper analysis the manifestation against government’s crisis public relations by two aspects of the content and form of presentation. Then the paper elaborates the cause of interpretation of adversarial government crisis public relations from the four dimensions :coders, who decoding, text, information pipelines.The paper also try to find the tactics and methods to remove Interpretation of confrontation. The study shows that the main crisis PR "Silence", the text "distorted" information pipeline poor, who lost decoding is the main cause of the public’s interpretation of confrontation in crisis public relations. In this regard, we propose to reduce the confrontation from their own sources, efficiently use the media to eliminate "noise" and timely, appropriately introduces the "third-party power" and other countermeasures and suggestions.