Research On Attribution Of Government Responsibility And Communication Strategy In Drug Crisis

In the age of social media,the "three-micro and one-terminal" platform is playing a more and more important role in the timeliness and interactivity of information dissemination.Issues related to the quality and safety of drugs and advertising violations,etc have occurred repeatedly,and have been expanded into influence events that have become the subject of popular debate among the population through social media platforms.These drug crisis events in enterprises will also cause the image and credibility crisis for the government.At present,there are lots of domestic scholars who try to localize the popular crisis communication theory in the west,and explore the ways to solve the crisis for the government and other organizations to examine the effect of crisis communication.Compared with the previous,crisis communication in the age of social media has been endowed with many characteristics of the times,and has increasingly become the focus of research on communication and other disciplines.With regards to this point,this study selected the drug crisis events in recent years and explored the attribution of stakeholders' crisis responsibility from the public angle of view in crisis communication by the combination with attribution theory,and tried to put forward the crisis communication strategy.The research mainly focuses on three issues: firstly,whether the public should attribute the responsibility to the government and the situation in the drug crisis;secondlythe relevant factors that have an influence on the attribution of public responsibility to the government;thirdly,in the age of social media,what kind of communication strategy should the government master to deal with the communication.In this paper,the text analysis method is used to restore the five selected cases,and the government responsibility attribution analysis of 1000 public comments is carried out;at the same time,the questionnaire was sent in the form of snowball to explore the related factors of attribution of public responsibility;finally,by the use of the method of literature and non-structural interviews,it's sorted out the crisis communication strategies of previous scholars,and tried to put forward the crisis two-way communication strategy under thebackground of social media.It's found based on the study that in the drug crisis,the public generally attributed the responsibility to the government,and the proportion of attribution is more than 60%,besides,there are many negative emotions,such as anger,aversion and so on.It is shown that there is no significant correlation between the public attribution of government responsibility and their gender and occupation in the drug crisis based on the cross-table analysis of the questionnaire description statistics.However,there is a significant relationship between the age level of the public,the level of public understanding of the events,and the channels through which the public understands the events.In addition,the analysis result of the correlation between the attribution of government responsibility and the hypothetical variables shows that the attribution of government responsibility of the public in the drug crisis is positively related to the recognition of the severity of the crisis,and a negative correlation with the cognition of interactive satisfaction with the government crisis and the evaluation of the government crisis response strategy,and the government's good cognition of the history of the crisis history.In addition,the hypothesis that public sentiment affects the attribution of government responsibility in crisis is proved to be true.In the aspect of crisis communication strategy,it's suggested based on the study that drug crisis communication in social media era should absorb the existing crisis communication theory,and advocate two-way interaction model on this basis.On the one hand,it refers to the government-led communication,concern about the core interests of the public,channelling public attribution mood.At the same time,the public should be aware of the crisis communication rights given to them by social media,face up to their main position,express rationally,and overcome the attribution deviation.