Research On The Role Of Broadcast Media In Public Crisis Management

During the period of social transformation,the frequent occurrence of public crisis events is threatening human normal social order and production life.Even in this current era where drastic changes are taking place in new media,the radio broadcast which was born in the 1920 s still achieved its wide integration with new media by virtue of its advantages and characteristics.It has become one of the few traditional media that still play its role and significance.Due to its wide coverage,large targeted audience,immediacy and other features in terms of accessibility to news,entertainment,emergencies and so on,broadcast media plays an incomparably significant role in dealing with public crisis incidents because of its unique characteristics and strengths in tackling public crisis management.Incorporating the theoretical tools of cooperative governance theory and the agenda setting theory,through the document analysis method and interview method,this paper analyzes the function of broadcast media message delivery,resources integration,social mobilization,public opinion guidance and psychology counseling in public crisis management;as well as positions as the “precaution device” before crisis,the “monitor” of public opinion,the “bridge” of government and public,the “stabilizer” of social harmony,the “defender” of government image.This article also points out the existing problems of message delivery delaying,resources integration not complete,social mobilization strength insufficient,public opinion guidance occasionally deviating as well as psychology counseling functioning inadequately,while the broadcast media plays a role in public crisis management.It also analyzes lacking legal basis on the media such as radio broadcast in public crisis management system specification,the existing cracks in system design while broadcast media plays a role in public crisis management,the reason for variance while broadcast media is implementing its policy.It specifically puts forward that we should quicken the legal system of broadcast media in public crisis management while promoting the function of broadcast media,improving the specialized information management system,promoting the level and ability of policy-implementing,making it a more important role in public crisis management in the future.