突发公共事件中的微博传播问题

摘要

当今中国进入了不确定性增加、突发公共事件频发的高风险社会。风险社会改变了传播的理念和定位，对传播者提出了更高的要求。风险社会促进了传播主体与内容的多元化，加剧了传播的复杂性和不可控性。微博传播的兴盛与突发公共事件的增长形成了叠加效应，从而也使微博传播成为突发公共事件治理必须正视的现实问题。微博为突发公共事件注入新鲜元素的同时，也为突发公共事件的治理提供了新工具和新场域。至于政府、传统媒体和公众的三重博弈关系，也因微博的深度介入而被注入了新内容。要有效地治理突发公共事件，必须在这三重关系博弈的实践中充分考虑微博带来的新变化，努力把握微博带来的新契机，化被动为主动，以微博治微博。%China has come into a risk society with great uncertainty and sudden public emergencies.The risk society changes the concept and orientation of the communication, and raises a higher demand to the communicators.While promoting the diversity of the communication subjects and contents, the risk society also intensifies its complexity and uncontrollability.The popularity of the micro-blog communication has resulted into a serious issue which should be dealt with in the management of public emer-gencies.As a matter of fact, micro-blog brings new elements and perspectives to the management of public emergencies, which consequently changes the relationship between the government, the traditional media and the public.In order to handle public e-mergencies effectively, it is of vital importance to take the change brought by the micro-blog into consideration and in an active manner strive to arrive at a good solution of the micro-blog management within itself.