本文選題：危機(jī)傳播策略　切入點(diǎn)：可信度　出處：《上海外國語大學(xué)》2017年碩士論文

【摘要】：論文以“天津港�；繁ㄊ鹿省焙蟮沫h(huán)境危機(jī)議題在社交媒體上的傳播為案例,考察了環(huán)境危機(jī)事件中政府的危機(jī)傳播策略、可信度及二者之間的關(guān)聯(lián)情況。論文通過文獻(xiàn)綜述厘清了環(huán)境危機(jī)、危機(jī)傳播策略、可信度等概念,并在此基礎(chǔ)上提出三個(gè)研究問題:1、政府的危機(jī)傳播策略如何隨危機(jī)議題的發(fā)展變化?2、政府的可信度如何隨危機(jī)議題的發(fā)展變化?3、政府的危機(jī)傳播策略與可信度間的關(guān)聯(lián)如何?論文根據(jù)案例事件的議題發(fā)展搜集了2015年8月12日至2015年9月2日期間與政府傳播策略相關(guān)的政府微博共計(jì)375條,與可信度相關(guān)的評(píng)論共計(jì)2218條,通過內(nèi)容分析,本文發(fā)現(xiàn):在“天津港�；繁ㄊ鹿省焙蟮沫h(huán)境危機(jī)議題中,政府較多使用消極性傳播策略,其中以“忽略危害”策略和“視線轉(zhuǎn)移”策略為主;較少使用積極性傳播策略,其中以“正面強(qiáng)化”策略和“糾正預(yù)防”策略為主。危機(jī)事件中,政府發(fā)布的信息在公眾中的可信度評(píng)價(jià)偏低,可信度負(fù)面評(píng)價(jià)居多。在危機(jī)傳播策略與可信度的關(guān)聯(lián)方面,論文發(fā)現(xiàn),政府在環(huán)境危機(jī)事件中采用的傳播策略變化會(huì)對(duì)可信度的變化產(chǎn)生影響,“忽略危害”策略和“視線轉(zhuǎn)移”策略會(huì)降低政府的可信度,“正面強(qiáng)化”策略和“糾正預(yù)防”策略則會(huì)提升政府的可信度。其中,“忽略危害”策略對(duì)可信度的負(fù)面影響更甚,“糾正預(yù)防”策略對(duì)可信度的正面影響更甚。與議題生命周期理論的闡述相符,“天津港�；繁ㄊ鹿省焙蟮沫h(huán)境危機(jī)議題大致分為醞釀爆發(fā)階段、處置管理階段、休眠平息階段。(1)醞釀爆發(fā)階段,政府較頻繁使用“正面強(qiáng)化”策略,但未能有效回應(yīng)該議題階段的輿論核心關(guān)切,政府危機(jī)信息的可信度偏低;(2)處置管理階段,政府較頻繁使用“忽略危害”策略,減輕公眾的環(huán)境危害感知,政府危機(jī)信息的可信度有所提升,但仍偏負(fù)面;(3)休眠平息階段,政府較頻繁使用“糾正預(yù)防”策略,對(duì)危機(jī)發(fā)生和處置進(jìn)行反思,政府危機(jī)信息的可信度進(jìn)一步提升至最高值。政府的危機(jī)傳播與公眾可信度的建立是環(huán)境危機(jī)處理的重要環(huán)節(jié),借此,本研究希望能為建立危機(jī)傳播中的政府信任提供借鑒。
[Abstract]:Taking the communication of environmental crisis issue on social media after "Tianjin Port Chemical explosion accident" as an example, the paper examines the government's crisis communication strategy in the environmental crisis event. The paper clarifies the concepts of environmental crisis, crisis communication strategy, credibility and so on through literature review. On the basis of this, three research questions: 1: 1, how does the government's crisis communication strategy change with the development of crisis issues? 2. How does the credibility of government change with the development of crisis issues? 3. What is the relationship between the crisis communication strategy and the credibility of the government? According to the development of case events, the paper collected a total of 375 government Weibo and 2218 comments related to credibility between August 12, 2015 and September 2, 2015. This paper finds that in the environmental crisis issue after "Tianjin Port dangerous Chemicals explosion accident", the government more often uses negative communication strategy, in which "ignore harm" strategy and "line of sight transfer" strategy are the main ones, and less active communication strategy is used. Among them, "positive reinforcement" strategy and "corrective prevention" strategy are the main ones. In the crisis event, the information released by the government has low credibility evaluation and most negative credibility evaluation. The paper found that, The changes in communication strategies adopted by the government in environmental crisis events will have an impact on the changes in credibility. The "ignore harm" strategy and "line of sight shift" strategy will reduce the credibility of the government, "positive reinforcement" strategy and "corrective preemption" strategy will reduce the credibility of the government. The "prevention" strategy will enhance the credibility of the government. The negative impact of the "ignore harm" strategy on credibility is even greater, and the positive impact of "corrective prevention" strategy on credibility is even greater. This is in line with the life cycle theory of the topic. The topic of environmental crisis after the "Tianjin Port dangerous chemical explosion accident" was roughly divided into the stage of brewing and outbreak. In the stage of disposal management, dormancy subsiding stage, stage of brewing and breaking out, the government frequently uses the strategy of "positive reinforcement", but fails to respond effectively to the core concern of public opinion in the stage of responding to the issue, and the credibility of the government crisis information is on the low side) in the stage of disposal management. The government frequently uses the strategy of "neglecting harm" to lighten the public's perception of environmental harm. The credibility of the government crisis information has been improved, but it is still on the negative side of the dormant stage, and the government frequently uses the "corrective and preventive" strategy. Reflecting on the occurrence and disposal of the crisis, the credibility of the government crisis information is further promoted to the highest value. The crisis communication of the government and the establishment of the credibility of the public are the important links of the environmental crisis management. The purpose of this study is to provide reference for the establishment of government trust in crisis communication.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：D63;G206

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本文編號(hào)：1660708