The Research On The Influencing Factors Of Emergency Communication Effect Of Government Microblog

In the modern risk society,emergencies occur frequently,and the Chinese government actively uses government microblogs to carry out emergency communication.Exploring the scientific evaluation method of the emergency communication effect of government microblogs,looking for its influencing factors,and further clarifying which level of communication effect each factor acts on,so as to better control the negative impact and guide the public cognition,emotion and behavior trends generated during the evolution of the event.Based on the "cognition-emotion-behavior" model and the Elaboration Likelihood Model,this study discusses the structural level and impact mechanism of the emergency communication effect of government microblogs.Using text similarity,sentiment analysis value and popularity data to quantify the effect of emergency communication of government microblogs at the three levels of cognition,emotion and behavior.Information features are divided into core paths,including five variables: the richness of emergency topics,the detail of event descriptions,originality,carrier form,and dissemination timing.The communicator characteristics include the number of fans,the degree of subject cooperation,the degree of comment response,and the activity of emergency communication,which are included in the edge path.Therefore,a model of influencing factors of emergency communication effect of government microblogs is constructed.The research results show that,in addition to originality,the above factors all have a positive effect on the emergency effect of government microblogs.Finally,according to the research conclusions,this paper puts forward some suggestions for improving the effect,such as interpretation from multiple perspectives,using video to present information,improving the operation mechanism,and strengthening collaborative interaction.