Summary: our research on the crisis started late and it was only after the sars crisis of 2003 that domestic scholars began to focus on the crisis. Over the decades, national scholars have drawn a series of relatively well-developed theories of crisis management, drawing on research from abroad in the fields of management, public relations and communication, taking into account the country's basic national circumstances. However, withNew media ageThis has brought new features to the crisis in terms of outbreak, transmission, etc., and new challenges to its research. The text should readTraditional mediaIn order to build a foothold, the dilemmas and challenges faced by traditional media under the new media in spreading the crisis have been discussed, with a focus on the crisis communication response strategies of traditional media in the new media age。
Keywords: the new media age; false media; good media governance
Crisis transmission is an information activity that uses mass media and other means to effectively control society. The aim is to transform the crisis in a better direction by intervening in and influencing the crisis-dissemination process in accordance with social and information-communication patterns. The government, the public and the media are the three main dimensions of crisis transmission, in which the media are an important element in maintaining good communication between the government and the public after the outbreak of the crisis, leading to rapid and effective resolution of the crisis through the dissemination of information through the media. Today, as web technologies continue to develop, new media seriously threaten the dominant position of traditional media in crisis transmission。
At the national level, there are two kinds of voices in the study of crisis communication in the new media environment, one recognizing the role of the new media in crisis transmission, such as wang zhiyong's belief that the new media play a different role in different times of crisis, namely, early-warningers, sources of information, proliferating agents, rumourers, and reflectors; and the other expressing concern about the negative role of the new media in crisis transmission, treating the new media as a “hotbed of rumour”. Based on the traditional media position, the paper discusses the dilemmas faced in the transmission of the crisis in the traditional media of the new media age and how traditional media can emerge from the crisis。
I. The dilemma of the new media age for traditional media crisis transmission
First, the instantaneous dissemination of information in the new media test the timeliness of the transmission of the crisis in the traditional media; the new media, as a medium of the “5a” media, breaks the boundaries of time and space and can really process the distribution of information at all times, compared to the traditional media, which is dominated by newspapers, radio and television. Moreover, with the spread of smartphones, mobile media have begun to be accepted as a form of new media, and mobile phones themselves are instant communication terminals that provide immediate access to new media messages. By contrast, while traditional media have been exemplary and the handling of general events has indeed been time-sensitive, the suddenness, significance and unpredictability of crises have placed greater demands on the timeliness of media crisis transmission. Two minutes after the “11. 22” oil pipeline bombing in qingdao in 2013, netizens have released news in weibo that the immediate transmission of information on crisis events is indeed more time-bound than traditional media。
Second, the new media, universal microphones, triggers a noise stream that weakens the spread of the traditional media crisisPublic opinion guidanceStrength. The “zero threshold” of the internet, the rooting and civilianization of new media such as mobile media, maximizes media access for individual internet users, thus making it possible for “all-person” “direct editors” of the microphone. In his book, crisis communication management, hu bae used rogers' “impact flow” as a basis for adding “noise stream” to the “3f” hypothesis of the crisis stream. “noise” is introduced into mass communication patterns by shannon and weaver, stating that “in the process of transmission, messages may be disturbed by noise, resulting in certain decays or distortions”. Our internet users are characterized by heterogeneity and unorganism, spreading rumours, the cloud, the blind transmission of comments, and the fear of chaos in the world. In the event of a crisis, the public tends to close its ears, blocking the dissemination of information from the external crisis, insinuating in the festivities of “singing for all”, and the information of the traditional media crisis is flooded in the “noise stream” of high-square bells, without effective public acceptance, leading to a significant reduction in the influence of the traditional media in the spread of the crisis。
Finally, the new media is “one-stop-shop” and weakens the humanistic concerns in the spread of the crisis in traditional media. Before the new media had flourished, when sudden crisis events such as disasters had erupted, the traditional media, while trying to prepare for the spread of the crisis, had taken on a conscious social responsibility to raise funds for the benefit of the affected areas through events such as a relief evening, and to convey human care to the people of the affected areas. Now, in the wake of the crisis, hundreds of millions of internet users have spontaneously donated donations, sought people, sent messages, provided advice, and new forms of “micro-disaster relief,” such as “micro-seeking,” have emerged, carrying an infinite amount of positive energy. The 7-21 rain in beijing, and its friends have been able to help thousands of people by organizing volunteer convoys through micro-blogging. While traditional media also reflect humanistic concerns in the transmission of the crisis and are responsive to the public, the “one-stop-shop” appeal of the new media has reduced the timeliness of humanistic care in the media, and consequently humanistic concerns in the transmission of the crisis。
Ii. Tactical exploration of the response to the traditional media crisis in the new media age
(i) focus on the development of traditional media “owned” opinion leaders
Traditional media “owned” opinion leaders are those who have chosen, appointed or registered as individuals on new media platforms (e. G., weibo) to open accounts, relying on internal media resources, strengthen ties with government and various authorities, express in-depth views and opinions on topical issues such as current political and social events based on certain media positions, guidelines and values, attract public views, tabloids, relays, receive a great deal of “crowding” attention, gradually become their “think leaders” and eventually form the “own” opinion leaders of traditional media. In the aftermath of the crisis, “owned” opinion leaders can send authoritative information about the crisis to the public through their own microblogging accounts, generate “strong public opinion” on the internet through their fanships and comments, break the siege of the “noise stream”, break the rumours, clear the traditional media of “belief”, protect the effective transmission of follow-up reports to the media crisis, and use the power of the new media to strengthen media opinion guidance。
(ii) strengthened network screening and the removal of “perjury agents”
