Improvement and Innovation of the Government Spokesperson System Based on Use and Satisfaction Theory——Taking the "Changchun Changsheng Vaccine Event" as an Example

Based on the theoretical perspective of use and satisfaction, this paper takes the “Changchun Changsheng Vaccine Event” as an example to analyze the preferences and habits of the audience towards the information choosing over the Internet in the current social emergencies, and, on the basis, put forward corresponding innovations to the government spokesperson system: complying with the media contact habits of the people, accelerating the process of establishing and improving of the network spokesperson system; satisfying media contact habits of the people, training a group of opinion leaders; combining the official opinion field with the folk opinion field and guiding public opinion actively; understanding what people really want and making full use of monitoring technology for public opinion monitoring and analysis, achieving an earlier public opinion warning, and guiding the public opinion in time, appeasing social emotions. Use and Satisfaction Theory Tracing The use and satisfaction theory has played a crucial turning point in the history of mass communication. It originated in the 1940s and was formed in the 1970s. The previous theory of communication effects is mainly to research the influence of the information transmitted by the mass media on people from the perspective of the transmitter. But use and satisfaction theory is from the perspective of the audience to affirm the initiative of the audience. It treats the audience as individuals with specific needs; think of their media engagement activities as the process of contacting and using media based on specific needs, and ultimately getting demand satisfaction. Katz, Bloomler, Gulevich and others published the article "Personal Use of Mass Communication" in 1974, they summarized the media contact behavior as a causal chain process of “social factors + psychological factors – media expectation – media contact – demand satisfaction”, and published Basic mode of "use and satisfaction process".[1] The Use and Satisfaction of the Audience in the “Changchun Changsheng Vaccine Event” In November 2017, Changchun changsheng biotechnology Co. Ltd. and wuhan Institute of biological products Co. , Ltd. produced a total of more than 650,000 doses of Baibai broken vaccine, which did not meet the standard requirements, and was ordered by the Food and Drug Administration. Identify the flow and ask to stop using the non-conforming product immediately. As soon as the event was reported, it immediately caused uproar in the whole society. At one time, the topic of “Changchun Changsheng Vaccine” once occupied the top of weibo’s hot search, and the heat continued to remain high. In this event, the replacement of traditional media by new media has become the main channel of communication for this event. Next, the author will analyze the preference of the audience in the “Changchun Changsheng Vaccine Event” based on the theoretical perspective of use and satisfaction. 4th International Conference on Social Science and Contemporary Humanity Development (SSCHD 2018) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 281