發(fā)布時間：2018-03-02 09:49

  本文關(guān)鍵詞： 社交媒體 個人品牌 品牌危機(jī) 危機(jī)管理　出處：《武漢紡織大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：公眾人物作為聚光燈下的寵兒,言行舉止備受矚目,特別是在社交媒體日益發(fā)達(dá)的今天,公眾人物任何不當(dāng)行為都可能被曝光、放大,給公眾人物自身形象及其所在組織、機(jī)構(gòu)造成極大負(fù)面影響。近年來公眾人物危機(jī)事件層出不窮,當(dāng)公眾人物受到社交媒體輿論危機(jī)影響時,如何采取適當(dāng)?shù)膫鞑シ绞骄S護(hù)個人形象,消解負(fù)面影響,正確發(fā)揮公眾人物社會影響力,值得我們關(guān)注與探討。本研究正是基于社交媒介環(huán)境背景下,對公眾人物的個人品牌危機(jī)事件的傳播與處置進(jìn)行研究。全文分為四個部分,第一部分為緒論,闡述公眾人物與個人品牌危機(jī)維護(hù)的相關(guān)概念、理論依據(jù)及研究思路;第二部分從傳播主體、媒體、受眾和信息的角度來分析公眾人物在社交媒體平臺下個人形象危機(jī)傳播的現(xiàn)狀。當(dāng)下公眾人物個人品牌維護(hù)的水平整體提升,但受制于媒體環(huán)境和受眾等因素,加之公眾人物自身逃避、消極應(yīng)對致使公眾人物危機(jī)事件得到擴(kuò)散。究其原因主要是組織角色缺失、危機(jī)素養(yǎng)不高及危機(jī)傳播機(jī)制缺失;第三部分主要分析公眾人物在處置自身危機(jī)事件時出現(xiàn)的問題及成因,并結(jié)合大量案例進(jìn)行論證;第四部分根據(jù)社交媒體自身的特點,將危機(jī)公關(guān)策略與危機(jī)語藝策略相結(jié)合,提出公眾人物在不同危機(jī)事件類型下采取相應(yīng)說辭和態(tài)度,建立公眾人物品牌維護(hù)策略表,并分4個階段對危機(jī)事件潛伏期、爆發(fā)期、蔓延期、恢復(fù)期進(jìn)行針對性的處置。運用建立預(yù)警機(jī)制、加強(qiáng)雙向溝通、尋求支持、轉(zhuǎn)移注意力等方法將危機(jī)事件負(fù)面影響降到最小,使公眾人物個人品牌形象得到最大維護(hù)。
[Abstract]:Public figures are the darling of the spotlight. Especially in the increasingly developed social media today, any improper behavior of public figures may be exposed and magnified, giving the public figures their own image and their organizations. When public figures are affected by the social media public opinion crisis, how to use appropriate means of communication to protect personal image and eliminate the negative impact, It is worth our attention and discussion to give full play to the social influence of public figures. This study is based on the background of social media, and studies the communication and disposal of personal brand crisis events of public figures. The full text is divided into four parts. The first part is the introduction, expounding the related concepts, theoretical basis and research ideas of the crisis maintenance of public figures and personal brand; the second part is from the main body of communication, the media, From the perspective of audience and information, this paper analyzes the current situation of personal image crisis communication of public figures under the social media platform. At present, the level of personal brand maintenance of public figures is improved as a whole, but it is restricted by media environment and audience, and so on. In addition, the negative coping causes the public figure crisis events to spread. The main reasons are the lack of organization role, the lack of crisis literacy and the lack of crisis communication mechanism. The third part mainly analyzes the problems and causes of public figures in dealing with their own crisis events, and combined with a large number of cases to demonstrate; part 4th, according to the characteristics of social media, the crisis public relations strategy and crisis skills strategy combined. This paper puts forward that the public figures adopt the corresponding speech and attitude under the different crisis event types, establish the brand maintenance strategy table of the public figures, and divide into four stages to the incubation period of the crisis event, the outbreak period, the spreading period. Using the methods of establishing early warning mechanism, strengthening two-way communication, seeking support and diverting attention to minimize the negative impact of crisis events, so that the personal brand image of public figures can be maximized.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206

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本文編號：1556010