【摘要】：近年來，網(wǎng)絡(luò)媒體越來越關(guān)注有關(guān)高校教師的新聞，但相關(guān)報道以負面居多，且以偏概全，出現(xiàn)了網(wǎng)絡(luò)污名化現(xiàn)象。網(wǎng)絡(luò)新聞中出現(xiàn)高校教師媒介形象污名化現(xiàn)象，既有損高校教師的整體形象，妨礙高教工作的順利開展，又會引發(fā)社會公眾對高校教師的質(zhì)疑，特別是削弱高校學(xué)生對高校教師的認可度，同時，網(wǎng)絡(luò)媒體大肆報道高校教師個體的負面行為，也有違高校教師群體的整體狀況，降低了網(wǎng)絡(luò)媒體的公信力。 研究選取門戶網(wǎng)站中的新浪網(wǎng)、新聞網(wǎng)站中的人民網(wǎng)作為研究對象，選取兩家網(wǎng)站2012年全年關(guān)于高校教師的報道作為研究樣本，通過定量和定性的研究與分析，發(fā)現(xiàn)網(wǎng)絡(luò)媒體關(guān)于高校教師的報道呈現(xiàn)負面化傾向，，而各類負面報道給高校教師貼上了“學(xué)術(shù)腐敗”、“淫亂色魔”、“利欲熏心”、“教學(xué)低劣”、“不負責任”、“貪圖名利”等污名化標簽。究其原因，一是個別高校教師在現(xiàn)實生活中確實存在不足之處，讓網(wǎng)絡(luò)媒體對其進行新聞批評成為了可能；二是高校教師群體科研、工作壓力大，忙于傳道授業(yè)與自我提升，公關(guān)意識匱乏，不重視網(wǎng)絡(luò)媒體的負面報道，很少回應(yīng)，甚至出現(xiàn)了“集體失語”的現(xiàn)象；三是網(wǎng)絡(luò)媒體在白熱化的市場競爭中，聚焦有關(guān)高校教師的負面新聞，以滿足受眾的獵奇心理；四是網(wǎng)絡(luò)媒體的從業(yè)人員受教師“圣賢楷�！�、“安貧樂道”等刻板印象的影響，在新聞報道中將高校教師在現(xiàn)實生活中的行為偏差與固有印象進行對比并且擴大化。 要改變網(wǎng)絡(luò)新聞中高校教師媒介形象的污名化現(xiàn)象，高校教師要充分認識到網(wǎng)絡(luò)污名化現(xiàn)象所帶來的負面影響，端正言行，樹立公關(guān)意識，積極回應(yīng)網(wǎng)絡(luò)媒體的片面報道；公眾則需盡量避免刻板印象的影響，理性對待高校教師不足之處，辯證地看待媒體報道；就網(wǎng)絡(luò)新聞媒體而言，則需增強社會責任感，以全面、真實地反映高校教師的群體形象作為準則，如實還原高校教師群體的真實形象。
[Abstract]:In recent years, the network media pay more and more attention to the news about university teachers, but the related reports are mostly negative, partial, and appear the phenomenon of network stigmatization. The appearance of the media image of university teachers in the network news not only damages the overall image of university teachers, hinders the smooth development of higher education work, but also causes the public to question university teachers. In particular, it weakens the recognition of college teachers by college students, and at the same time, the network media report on the negative behaviors of individual teachers in colleges and universities, which also violates the overall situation of teachers in colleges and universities, and reduces the credibility of the network media. The study selects Sina.com in the portal website, people's net in the news website as the research object, selects two websites to report about the university teacher in the whole year of 2012 as the research sample, through quantitative and qualitative research and analysis, It is found that the network media reports on college teachers have a negative tendency, while all kinds of negative reports have labeled college teachers "academic corruption", "obscenity", "desire for profit", "poor teaching" and "irresponsible". Tarnishing labels such as "seeking fame and fortune". The reasons are: first, individual college teachers do have some shortcomings in real life, which makes it possible for the network media to criticize them; second, the group of university teachers is scientific research, work pressure is great, they are busy preaching, teaching and self-promotion. Lack of awareness of public relations, lack of attention to negative reports from network media, little response, or even the phenomenon of "collective aphasia"; third, network media focus on negative news about teachers in colleges and universities in the fierce market competition. The fourth is that the practitioners of the network media are influenced by the stereotype of teachers, such as "sage model", "peace and happiness", etc. In the news report, the behavior deviation of college teachers in real life is compared and enlarged. In order to change the stigma of the media image of college teachers in the network news, the university teachers should fully realize the negative influence brought by the network stigma, correct their words and deeds, set up the public relations consciousness, and respond positively to the one-sided report of the network media. On the other hand, the public should avoid the influence of stereotype as far as possible, treat teachers' shortcomings rationally and treat media reports dialectically. As far as the network news media are concerned, it is necessary to enhance the sense of social responsibility in order to be comprehensive. It reflects the group image of college teachers as a criterion and truthfully restores the true image of college teachers.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G206;G645.1

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