The Generating Of "Secondary Public Sentiment" And The Optimization Of Government Crisis Communication Strategy In Public Emergency Affairs

Nowadays,the Social media is highly developed and the discourse power pattern of the public opinion field has undergone major changes.The net-mediated Public Sentiment environment is more complicated and the opinion points to more diversification.The“Secondary Public Sentiment” as the variation and transformation of the native sentiment has become the norm,bringing greater crisis and risk.Government’s response to public opinion and crisis communication often lead to “Secondary Public Sentiment”,especially in public emergency affairs.Therefore,this paper selects eight typical and representative public emergency affairs in recent years and analyzes the “secondary public sentiment” in the case through case study method and text analysis method.The main analysis content is the derivative process of secondary public sentiment;the characteristics of the event,the public’s comments,the media reports;the government’s crisis response and announcement and so on.From the research,the relationship between secondary public sentiment and the native sentiment is obtained;the interactive between the public,the media,and the government triggers the generation of secondary public sentiment.Finally,the article provides suggestions for optimizing the government’s communication strategy.Through research,it is found that secondary public sentiment may be derived at any stage of the native sentiment,and the influence of secondary public sentimen may exceed the original sensation.In terms of generation,the event itself,the public,the media,and the government are important factors: the characteristics of the event create space for generation;the core appeal of the public is internal motivation;the media’s contribution is the key factor;the government’s improper response is the direct cause.Finally,it is suggested that the government needs to optimize the communication strategy in terms of information disclosure,discourse strategy and communication ceremony.When the government dealing with the “Secondary Public Sentiment”,the government must accurately judge the "turning point" of the sentiment.The government should clarify the relationship between “Secondary Public Sentimen” and native sensation.