本文選題：社會化媒體 + 危機傳播�。� 參考：《遼寧大學》2017年碩士論文

【摘要】：百度“魏則西事件”在互聯網和線下媒體上引發(fā)軒然大波,導致民眾對企業(yè)的口誅筆伐。此次事件在社會化媒體的傳播下甚至引發(fā)了國外媒體的廣泛報道,BBC在報道中提出觀點,認為百度陷入了巨大的企業(yè)品牌信譽危機,可見依然死板地堅守傳統(tǒng)的危機傳播應對邏輯已經很難契合現在企業(yè)在危機中的傳播和發(fā)展的訴求。近年來,隨著媒體環(huán)境的變化危機管理策略的重要性不言而喻。危機傳播在應用領域已經發(fā)展出相對穩(wěn)固的研究方向并蔓延出相關的產業(yè),日益成為應用傳播學領域中極為有價值的研究方向。本文應用了危機傳播理論和卓越理論,用案例分析和歸納演繹的方法跳脫出以往相關研究局限于政府危機公關、某企業(yè)在特定危機傳播事件中的公關分析,或基于受眾角度和意見領袖角度進行研究的方向,打破了以往對危機公關的研究單純從傳播要素進行研究的形式并基于社會化媒體自身的傳播特性提出企業(yè)面對危機傳播的管理策略,同時將哈里思(Harris)和哈爾蒂曼(Hartman)研究出的對傳播程序加以控制的理論引入到企業(yè)品牌危機應對策略中來。一方面,社會化媒體揭露了企業(yè)自身存在的不足,另一方面,企業(yè)在面對危機時,也常常陷入“話語權”丟失或“話語場”利用不佳的情況。因此企業(yè)在自我認知、自我改正的同時如何正確地傳遞信息,從而積極有效地化解品牌危機在社會化媒體時代依然值得探討。
[Abstract]:Baidu, "Wei Zexi incident" in the Internet and offline media caused a huge uproar, leading to corporate criticism. Under the spread of social media, the incident even triggered extensive reports in foreign media. In the report, the BBC put forward the view that Baidu was caught in a huge corporate brand reputation crisis. It can be seen that sticking to the traditional crisis communication logic has been difficult to meet the needs of enterprises in crisis communication and development. In recent years, along with the change of the media environment, the importance of crisis management strategy is self-evident. Crisis communication has developed a relatively stable research direction and spread out related industries in the field of application, and has increasingly become a valuable research direction in the field of applied communication. This paper applies the theory of crisis communication and the theory of excellence, and uses the method of case analysis and inductive deduction to jump out of the previous relevant research limited to the government crisis public relations, the public relations analysis of a certain enterprise in a specific crisis communication event. Or the direction of research based on the audience and opinion leaders' perspective, It breaks the previous research on crisis public relations and puts forward the management strategy of enterprise facing crisis communication based on the communication characteristics of social media. At the same time, the theory of controlling the communication process developed by Harriss and Hartman) is introduced into the strategy of corporate brand crisis. On the one hand, social media exposes the shortcomings of enterprises themselves, on the other hand, enterprises often fall into the situation of "voice loss" or "discourse field" underutilization in the face of crisis. Therefore, it is still worth discussing how enterprises can correctly transmit information while they are self-recognizing and self-correcting, so as to resolve brand crisis effectively in the age of social media.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;G206

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