Network Public Opinion Guidance In The Event Of Accident Disaster

Micro-blog,WeChat,news client,knowledge portal and other Internet based on the development of new media gradually into people’s lives,the network has become an important platform for public opinion,especially the expression of civilian public opinion.In recent years,the grass-roots government administrative ability have been repeatedly criticized in dealing with accidents and disasters,among those criticism exist the network of public opinion.In the face of challenge formed by network public opinion,the ability of coping them by relevant grass-roots government and the mainstream media decreased significantly,the Internet has become a convenient way to spread negative public opinion,distort the information and catharsis users’ negative emotions,especially in the disaster accident emergencies.If not guidance timely or get a poor guidance,these negative public opinion will lead to social trust cracks and the impact of local government image.Therefore,research on guide disaster emergency network public opinion has significance value on both practical and theoretical research.In this paper,the use of public relations theory,communication theory and psychology theory,especially the issue of management theory,through literature analysis and case study,regard network public opinion practice in "12 · 20" Shenzhen landslide events as the entrance,according to the issue management theory,study the accident disaster emergency network public opinion guidance,try to put forward the corresponding strategy optimization measures.Based on the review of literature which is relevant to accident disaster and emergency network public opinion,the author makes a definition of accident disaster emergency and network public opinion,analyzes the evolution of it as well.According to the core demand of issue management theory,the essay constructs the model of disaster accidents guidance which is should be done in the emergency network public opinion.Then,according to the ideal model,analyzes the changing process of "12 · 20" Shenzhen landslide events in the network public opinion,especially to guide the practice of the Shenzhen authorities,combined with other similar examples,summarizes the basic beneficial exploration by government during the accident disaster emergencies in the network public opinion,analyzes the existing problems as well,such as failed to identify the issue of burst event,failed to effectively transfer the rectification measures in a timely manner,failed to release the accident investigation report in a timely manner,the subject of information release"offside" phenomenon and noninterference Disaster aesthetics.Discovered in the investigation and research,the reason which cause above all problems are in many aspects,contains the concept level and system building level,attitude level and ability level even technical level which contributes more.To solve these problems and causes,based on issue management theory,we should refine the normative response to public opinion system;perfecting the procedural and punishment mechanism of public opinion guidance to improve the network public opinion management system;establish the responsibility——information dissemination issues management mechanism;strengthen media cooperation and seek to the audience support to enrich the network public opinion guidance strategy;cultivating the audience thinking actively,establishing and improving the network spokesman system,delivering accurate information through multi-channel to innovate guiding way in network public opinion.Only the comprehensive measures can strengthen the guidance in accident disaster emergency network public opinion and make a more harmonious environment for dealing with the crisis.