Contextualization To Emotionalization:A Strategic Study On The Communication Of Government Micro-blog Crisis

In 2009,Sina Weibo became the first micro-blog service portal in China,micro-blog square style social networking began to enter people's daily life,the same year,the government micro-blog began to go online,innovative new ways of government social management,information disclosure and public participation has become a new direction of the development of government micro-blog in the era of Web2.0,now the government micro-blog has developed for ten years.With the change of Internet and media technology,micro-blog,we-chat,client and other platforms have been developed.With the government adapting to the Internet,new government media has opened up a new path for the government to better serve the masses,communicate with the masses and establish a service-oriented government.With the development of technology,policies and systems are also promoting the development of new government media.In order to promote the healthy and orderly development of new government media,the State Council issued a notice on promoting the healthy and orderly development of new government media at the end of 2018.The notice requires to promote the overall coordinated development of new government media and government websites,and include the work of new government media in the annual performance appraisal.In the document issued by the state office,it is clear that the assessment indicators of new government media should be standardized,and the setting of inspection indicators is mainly problem oriented,such as the bottom line requirements of "content not updated","poor interaction response",etc.,which will also promote the development of new government media from pursuing increment to high-quality service-oriented.In the past ten years,the development of government micro-blog has been unbalanced from the beginning to the present.The public service function of government micro-blog is becoming more and more powerful,and the challenges are also increasing.With the frequent occurrence ofpublic crisis events in China in recent years,under the background of social media era,the function and responsibility of government micro-blog in crisis communication is very important,no matter from the society We should pay attention to whether we can manage or guide public opinion or stabilize the public sentiment.Therefore,it is of practical significance to discuss the crisis communication of government micro-blog.This paper first discusses the main functions and communication mode of government micro-blog in crisis communication,then uses content analysis and case analysis to select typical crisis cases,along with the development process from contextualization to Emotionalization,discusses the communication strategies of government micro-blog in crisis communication and the impact and effect it brings;according to the theory of situational crisis communication and the integration of crisis graphic theory On the basis of the analysis of the crisis situation,it is found that the official government micro-blog should adopt the corresponding crisis communication strategy according to the crisis situation.There is a mutual influence between the crisis communication strategy and the public emotion.The government's positive communication strategy plays a guiding role in the public emotion,and the public's positive attitude can also help the crisis event to be effectively resolved.In the case study of "3.30 forest fire in Muli,Sichuan Province" and "collapse of Wuxi viaduct",we found that there were some problems and shortcomings in the government micro-blog,such as the lack of public opinion early warning mechanism,the lack of timely response in the crisis outbreak period,the low degree of agreement in the setting of crisis information agenda,and the improper guidance of public opinion,and put forward corresponding countermeasures according to the crisis in the different process of contextualization and Emotionalization: In the crisis "situational" response,we should establish the public opinion early warning mechanism and master the dominant power of public opinion;secondly,in the crisis "emotional" response,we should reduce the official standard thought,make good use of the Internet language,shorten the distance between the government and the people,and improve the institutionalized management,so as to guide the government to form a good dialogue with the public through the government micro-blog in the crisis communication,and promote the crisis events to be solved in a positive way And development.