本文選題：網(wǎng)絡(luò)輿情 + 高校形象　； 參考：《中南大學(xué)》2013年碩士論文

【摘要】：隨著網(wǎng)絡(luò)時代的來臨,人類生活方方面面都深深打上了網(wǎng)絡(luò)的烙印。在高校里,大量的師生員工成為網(wǎng)民的一員,高校學(xué)子通過網(wǎng)絡(luò)發(fā)帖發(fā)言、表達(dá)心聲,與此同時,社會各界對于高校的看法、評價及其他與高校相關(guān)的信息也通過網(wǎng)絡(luò)傳播、擴(kuò)散開來,對高校形象形成、傳播產(chǎn)生重要影響。另一方面,當(dāng)下我國高等學(xué)校及高校教育正面臨著前所未有的新形勢,高校的建設(shè)水平距離世界一流大學(xué)還有一定的差距,高校發(fā)展過程中面臨著層出不窮的矛盾和問題,由于缺乏利用網(wǎng)絡(luò)打造并維護(hù)良好高校形象及進(jìn)行相關(guān)應(yīng)急處理的經(jīng)驗,加之意識不強(qiáng)或者思路不對頭,許多高校在監(jiān)控和應(yīng)對網(wǎng)絡(luò)輿情提升高校影響力方面往往手忙腳亂、不知所措,特別是在一些緊急的網(wǎng)絡(luò)輿情危機(jī)面前無能為力,造成了嚴(yán)重的后果,從而嚴(yán)重?fù)p害了高校形象。 本文運(yùn)用了新聞傳播學(xué)與公共管理學(xué)的相關(guān)原理,對網(wǎng)絡(luò)輿情對高校形象的影響,高校在應(yīng)對網(wǎng)絡(luò)輿情、維護(hù)自身形象方面存在的問題,高校應(yīng)對處理網(wǎng)絡(luò)輿情失當(dāng)?shù)脑?利用網(wǎng)絡(luò)輿情維護(hù)高校形象的策略等方面進(jìn)行了研究,提出：網(wǎng)絡(luò)輿情具有促進(jìn)高校形象展示與宣傳、打造高校形象“個性名片”、發(fā)揮民情民意“晴雨表”功能、營造良性高校管理環(huán)境、有益于高校開展危機(jī)管理等積極作用,也可能導(dǎo)致成為高校內(nèi)外部矛盾的放大器,傳播謠言、降低高校誠信,散播有害敵對信息導(dǎo)致群體性事件,阻撓高校有效管理、導(dǎo)致秩序失控等負(fù)面影響,當(dāng)前高校的應(yīng)對方式還存在網(wǎng)絡(luò)管理缺乏針對性、網(wǎng)絡(luò)宣傳與網(wǎng)情脫節(jié)等問題,這主要是由于意識、觀念陳舊,處理、應(yīng)對失誤造成的,要科學(xué)應(yīng)對網(wǎng)絡(luò)輿情為打造高校形象服務(wù),一是要樹立現(xiàn)代高校管理意識,二是要加強(qiáng)高校自身建設(shè),三是要建立和完善應(yīng)對處置機(jī)制,四是要加強(qiáng)高校自我形象經(jīng)營。
[Abstract]:With the advent of the network era, all aspects of human life are deeply marked by the network. In colleges and universities, a large number of teachers and students become members of Internet users. College students speak through the Internet to express their wishes. At the same time, the views, evaluations and other information related to colleges and universities are also disseminated through the network. Spread out, the formation of the image of colleges and universities, dissemination has an important impact. On the other hand, colleges and universities in our country are facing an unprecedented new situation. There is still a certain gap between the construction level of universities and world-class universities, and the development of colleges and universities is faced with endless contradictions and problems. Because of the lack of experience of using the network to create and maintain a good image of colleges and universities and to deal with emergency response, and because of the lack of awareness or the wrong thinking, many colleges and universities are often scrambling to monitor and respond to the network public opinion to enhance the influence of colleges and universities. Bewilderment, especially in the face of some urgent network public opinion crisis, has caused serious consequences, and seriously damaged the image of the university. This paper applies the relevant principles of news communication and public management to the influence of network public opinion on the image of colleges and universities, the problems existing in colleges and universities in coping with network public opinion and maintaining their own image, and the reasons for colleges and universities to deal with the misconduct of network public opinion. This paper studies the strategies of maintaining the university image by using the network public opinion, and puts forward that the network public opinion has the function of promoting the university image display and propaganda, creating the university image "personality business card" and giving play to the "barometer" function of the public opinion. To create a benign university management environment is beneficial to the development of crisis management in colleges and universities. It may also lead to the amplifier of internal and external contradictions, spread rumors, reduce the integrity of colleges and universities, spread harmful and hostile information, and lead to mass events. Obstructing the effective management of colleges and universities, leading to the negative effects of losing control of order, there are still some problems such as the lack of pertinence in network management and the disconnection between network propaganda and network information, which are mainly due to consciousness, outdated ideas, handling, etc. To deal with the mistakes, we should scientifically deal with the network public opinion and serve the image of colleges and universities. First, we should set up the management consciousness of modern colleges and universities, second, we should strengthen the self-construction of colleges and universities, and third, we should establish and perfect the coping mechanism. Fourth, we should strengthen the management of self-image in colleges and universities.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206;G647

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本文編號：2037239