本文選題：形象修復(fù)策略 + 危機(jī)傳播��； 參考：《沈陽(yáng)體育學(xué)院》2017年碩士論文

【摘要】：近年來(lái)體育明星運(yùn)動(dòng)員頻發(fā)危機(jī)事件,在不同程度上損害了明星運(yùn)動(dòng)員的形象。本研究以班尼特形象修復(fù)理論作為理論支撐,并以孫楊的“無(wú)證駕駛”事件和“服用禁藥”事件為案例了解孫楊及其團(tuán)隊(duì)在處理危機(jī)時(shí)使用了哪些形象修復(fù)策略,哪些策略有效地控制了危機(jī),哪些形象修復(fù)策略由于使用的不恰當(dāng)引起了媒體和公眾更加強(qiáng)烈的不滿,并對(duì)孫楊兩次危機(jī)事件中使用的形象修復(fù)策略進(jìn)行對(duì)比分析。對(duì)孫楊兩次危機(jī)事件中使用的形象修復(fù)策略進(jìn)行具體的分析可以為其他運(yùn)動(dòng)員進(jìn)行形象修復(fù)時(shí)提供良好的借鑒和參考。本研究使用文本分析法、案例分析法和內(nèi)容分析法對(duì)孫楊發(fā)表的道歉信和組織、贊助商發(fā)表的聲明以及媒體報(bào)道進(jìn)行分析。研究結(jié)果表明:(1)關(guān)于孫楊“無(wú)證駕駛”事件:?“無(wú)證駕駛”事件對(duì)孫楊的形象帶來(lái)嚴(yán)重的負(fù)面影響,社會(huì)公眾對(duì)孫楊的信任喪失、相關(guān)體育部門(mén)的處罰、其在體育贊助方面的經(jīng)濟(jì)損失和媒體方面的批評(píng)報(bào)道都使孫楊處于十分不利的危機(jī)情境中。?在“無(wú)證駕駛”事件中,孫楊及其團(tuán)隊(duì)主要使用了消減敵意主策略和獲取支持子策略。?雖然在“無(wú)證駕駛”事件發(fā)生后,孫楊第一時(shí)間發(fā)表了道歉信,有效地使用了表達(dá)歉意、修正行為和消減敵意策略,但是由于“無(wú)證駕駛”事件本身情節(jié)嚴(yán)重和孫楊不恰當(dāng)?shù)厥褂昧艘?guī)避責(zé)任主策略使得媒體認(rèn)為其道歉態(tài)度不誠(chéng)懇導(dǎo)致此次形象修復(fù)效果不理想。(2)關(guān)于孫楊“服用禁藥”事件:?服用禁藥”事件中,孫楊自身的形象沒(méi)有受到太大的負(fù)面影響,但是由于管理部門(mén)推遲半年才公布此事,引起了媒體和大眾強(qiáng)烈的不滿。?孫楊及其團(tuán)隊(duì)主要使用了規(guī)避責(zé)任主策略和獲取支持、無(wú)法控制、純屬善意子策略。?通過(guò)對(duì)關(guān)于孫楊“服用禁藥”事件的媒體報(bào)道的內(nèi)容分析可以看出,“服用禁藥”事件發(fā)生后,雖然孫楊及其團(tuán)隊(duì)使用了多種形象修復(fù)策略,但是由于管理部門(mén)半年后才公布此事,錯(cuò)過(guò)了形象修復(fù)的最佳時(shí)機(jī),引起了媒體和社會(huì)公眾強(qiáng)烈的不滿,導(dǎo)致此次形象修復(fù)效果不理想。(3)由于孫楊的“無(wú)證駕駛”事件以及“服用禁藥”事件有著本質(zhì)性的差別,所以孫楊及其團(tuán)隊(duì)在選擇修復(fù)策略時(shí)也是有所不同的。通過(guò)上述研究,本論文提出以下建議:(1)運(yùn)動(dòng)員發(fā)生危機(jī)事件時(shí),首先要了解事件的性質(zhì)以及自身的危機(jī)情境,不同的危機(jī)事件、不同的危機(jī)情境選擇的形象修復(fù)策略必然是不同的。(2)在使用否認(rèn)策略時(shí)一定要多加謹(jǐn)慎。(3)發(fā)生危機(jī)事件時(shí),運(yùn)動(dòng)員道歉態(tài)度要誠(chéng)懇。(4)發(fā)生危機(jī)事件時(shí),運(yùn)動(dòng)員以及團(tuán)隊(duì)要在危機(jī)事件被確認(rèn)后第一時(shí)間給出回應(yīng)。
[Abstract]:In recent years, sports star athletes frequently crisis events, in varying degrees damaged the image of star athletes. This study takes Bennett's image repair theory as theoretical support, and takes Sun Yang's "driving without license" and "taking prohibited drugs" as cases to find out what image repair strategies Sun Yang and his team used in dealing with the crisis. Which strategies effectively control the crisis, which image repair strategy because of improper use caused more intense dissatisfaction in the media and the public, and Sun Yang used in the two crisis incident image repair strategy comparative analysis. The detailed analysis of the image restoration strategies used in Sun Yang's two crisis events can provide a good reference for other athletes in image restoration. This study uses text analysis, case analysis and content analysis to analyze Sun Yang's apology letters and organizations, sponsors' statements and media reports. Research results show that: 1) about Sun Yang's "driving without a license" incident:? The "unlicensed driving" incident has had a serious negative impact on Sun Yang's image, the public's trust in Sun Yang has been lost, and the relevant sports departments have been punished. His financial losses in sports sponsorship and critical reports in the media have put Sun Yang in a very disadvantageous crisis situation. In the case of "unlicensed driving", Sun Yang and his team mainly used the main strategy of reducing hostility and obtaining support sub-strategy. Although after the "unlicensed driving" incident, Sun Yang issued a letter of apology in the first place, effectively using apology, modifying behavior, and mitigating hostility. However, due to the seriousness of the "unlicensed driving" incident itself and Sun Yang's improper use of the main strategy of circumventing responsibility, the media felt that his apology attitude was not sincere, resulting in the image restoration effect was not ideal. 2) about Sun Yang's "taking prohibited drugs" incident:? In the incident, Sun Yang's own image was not adversely affected, but because the management delayed the release of the matter for half a year, caused strong dissatisfaction in the media and the general public.? Sun Yang and his team mainly used the responsibility avoidance master strategy and access to support, can not control, pure goodwill sub-strategy. Through the analysis of the contents of the media reports on Sun Yang's "drug ban" incident, we can see that after the "drug ban" incident, although Sun Yang and his team used a variety of image repair strategies, However, since the management did not announce the matter until half a year later, it missed the best time to restore its image and aroused strong dissatisfaction from the media and the public. As a result of Sun Yang's "driving without license" and "taking prohibited drugs" incident has the essential difference, so Sun Yang and his team in the choice of repair strategy is different. Through the above research, this paper puts forward the following suggestions: 1) when athletes have a crisis event, they should first understand the nature of the event and their own crisis situation, different crisis events, The image restoration strategy chosen by different crisis situations is necessarily different. (2) when using denial strategy, you must be more cautious. 3) when a crisis occurs, athletes should apologize sincerely. 4) when a crisis occurs, Athletes and teams are expected to respond as soon as a crisis is confirmed.
【學(xué)位授予單位】：沈陽(yáng)體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206;G80-05

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