Research On Influencing Factors Of Government Weibo Disaster Crisis Information Retransmission

The rapid development of social media has made the spread of information more widespread,and the public has more convenient access to information.At present,social media is already a powerful tool for the government to carry out risk communication.The effective dissemination of crisis news can cause people to take protective measures to save lives.Therefore,in the face of sudden public events,how to quickly and effectively disseminate information has become a major challenge for the government.As a typical representative of the social media era,Weibo can collect a large amount of information and has a strong ability to spread information.In the event of a sudden public event,it can provide a platform for government departments to quickly reach out to its audience,and crisis information is exposed through its dissemination(reposted on Weibo).Therefore,how to optimize the dissemination of crisis information on the network to increase the exposure rate of the message is an important issue that the government needs to consider in risk communication.This study explores the factors that affect the spread of news about public emergencies on Weibo.The typhoon "Mangkhut" of sudden natural disaster event is selected to determine the influencing factors from the three attributes of Social network,message content and message style,and the research hypothesis is proposed.The research data comes from the crisis information about typhoon "Mangkhut"published by mainstream media on Sina Weibo.A total of 244 valid Weibo messages from 50 accounts were collected.In the processing of information data,the author uses the content analysis method to encode the content and style of the message,and then uses negative binomial regression to analyze the impact of the sender's account network characteristics,message content,and message style on the crisis information retransmission,and the research hypothesis Veri fied.The research found that:First,the number of followers and the number of active neighbor nodes of the Weibo account are important factors affecting the retransmission of crisis information on Weibo.Both the number of followers and the number of active neighbor nodes can increase message retransmission.At the same time,it is found that the nunber of followers has a phenomenon of diminishing returns of intormiation retransmission,but the phenomenon is not found in the number of active neighbor nodes.Second,the significance of the crisis event has a positive effect on the amount of crisis information retransmission.The higher the significance of the event,the crisis The higher the amount of information retransmission;third,from the perspective of information content,the combination of susceptibility and effectiveness information and technical information have a positive impact on the retransmission of crisis information,and the threat(including susceptibility and severity)and effectiveness information are used alone The impact on message retransmission is not significant;fourth,from the perspective of information style,the use of declarative sentences and exclamatory sentences will increase the retransmission of information compared with the use of other sentence patterns,and the use of imperative sentences has no effect on the retransmission of crisis information;information containing images can be more Large amount of reposting,in which the information containing video gets more reposting than the information containing pictures;the influence of hyperlinks(URL)on the retransmission of crisis information is related to the specific crisis situation.Based on the above research results,this study also puts forward relevant policy recommendations for the government's risk communication strategy on Weibo.First,take active neighbor nodes as the selection criteria for information publishing accounts;second,focus on the timing of message publishing.The government can make full use of these focus events to enhance the significance of the event and improve the retransmission efficiency of crisis information;again,optimize the information content.Make the information contain both susceptibility and effectiveness,introduce and explain the reasons for the event to the public,and popularize relevant knowledge;finally,optimize the information editing style.The government can minimize the use of imperative imperative sentences when editing crisis information,and more use exclamatory exclamatory sentences,build a unified hashtag with relevant social media platforms,and use hyperlinks according to different crisis events.This study also has deficiencies.First,due to the limitation of resources and technical conditions,other indicators of the social network structure cannot be obtained.In the future,data mining can be used to further study the relationship between other indicators of the social network structure and the retransmission volume;secondly,the research object of this study It is a sudden natural disaster(typhoon).Whether the research conclusion can be extended to other types of public emergencies(such as public health emergencies,social security,safety accidents,etc.)needs further examination.