【摘要】：研究以網(wǎng)絡(luò)輿情發(fā)展為研究背景,從學(xué)校管理者的視角,研究了中小學(xué)校長(zhǎng)的網(wǎng)絡(luò)輿情應(yīng)對(duì)能力,重點(diǎn)探析了中小學(xué)校長(zhǎng)網(wǎng)絡(luò)輿情應(yīng)對(duì)能力的內(nèi)涵、現(xiàn)狀及問題成因,提出了中小學(xué)校長(zhǎng)網(wǎng)絡(luò)輿情應(yīng)對(duì)能力的提升策略。首先,在麥克利蘭的"冰山模型"的理論基礎(chǔ)上,本研究探析了中小學(xué)校長(zhǎng)的網(wǎng)絡(luò)輿情應(yīng)對(duì)能力的內(nèi)涵,認(rèn)為中小學(xué)校長(zhǎng)網(wǎng)絡(luò)輿情應(yīng)對(duì)能力包括網(wǎng)絡(luò)輿情應(yīng)對(duì)能力的知識(shí)背景、培養(yǎng)和管理網(wǎng)絡(luò)輿情應(yīng)對(duì)人員的能力、媒介認(rèn)知和運(yùn)用能力,溝通協(xié)調(diào)能力、維護(hù)公信力的能力等。在訪談了天津十五所中小學(xué)校長(zhǎng)的基礎(chǔ)上,探析中小學(xué)校長(zhǎng)的網(wǎng)絡(luò)輿情應(yīng)對(duì)能力現(xiàn)狀,認(rèn)為中小學(xué)校長(zhǎng)雖然對(duì)網(wǎng)絡(luò)輿情有所重視,但還是存在知識(shí)背景薄弱、網(wǎng)絡(luò)輿情人員隊(duì)伍欠缺、媒介認(rèn)知和運(yùn)用能力不足,溝通協(xié)調(diào)趨向保守等特點(diǎn),并且試著分析了造成該現(xiàn)狀的原因有教育利益群體復(fù)雜、相關(guān)培訓(xùn)不足和行政干預(yù)等。其次,結(jié)合2016年的網(wǎng)絡(luò)輿情熱點(diǎn)事件對(duì)中小學(xué)校長(zhǎng)網(wǎng)絡(luò)輿情應(yīng)對(duì)能力的相關(guān)因素進(jìn)行探究,在案例中,新媒介在網(wǎng)絡(luò)輿情傳播中的作用凸顯,為校長(zhǎng)運(yùn)用媒介提供參考視角,同時(shí)案例中的應(yīng)對(duì)主體變化頻繁而校長(zhǎng)的角色卻不可或缺來(lái)驗(yàn)證中小學(xué)校長(zhǎng)網(wǎng)絡(luò)輿情應(yīng)對(duì)能力的重要性,最后通過網(wǎng)絡(luò)輿情案例中的校長(zhǎng)應(yīng)對(duì)技巧和議題轉(zhuǎn)變來(lái)佐證校長(zhǎng)溝通能力的重要性,以及校長(zhǎng)在應(yīng)對(duì)時(shí)如何利用設(shè)置議程來(lái)維護(hù)教育公信力。最后,提出了中小學(xué)校長(zhǎng)網(wǎng)絡(luò)輿情應(yīng)對(duì)能力的提升策略為豐富網(wǎng)絡(luò)輿情知識(shí)儲(chǔ)備,加強(qiáng)網(wǎng)絡(luò)輿情應(yīng)對(duì)人員隊(duì)伍及其制度建設(shè),采用"整體性協(xié)作"的媒介運(yùn)用方式,調(diào)整應(yīng)對(duì)思路,來(lái)促進(jìn)溝通更加有效可信,堅(jiān)持"以人為本"等原則來(lái)營(yíng)造學(xué)校良好形象與口碑。
[Abstract]:The research takes the development of network public opinion as the research background, from the school manager's angle of view, has studied the primary and secondary school principal's network public opinion response ability, has emphatically analyzed the primary and secondary school principal network public opinion response ability connotation, the present situation and the question causes, This paper puts forward the strategy of improving the coping ability of the principal of primary and middle school. First of all, on the basis of the theory of "iceberg model" by McLeland, this study explores the connotation of the coping ability of primary and secondary school principals' network public opinion, and thinks that the network public opinion coping ability of primary and middle school principals includes the knowledge background of network public opinion coping ability. Cultivate and manage the ability of network public opinion response personnel, media cognition and application ability, communication and coordination ability, the ability of maintaining public trust, etc. On the basis of interviews with the principals of 15 primary and middle schools in Tianjin, this paper analyzes the current situation of the network public opinion of the principals of primary and middle schools, and thinks that although the principals of primary and middle schools attach importance to the network public opinion, they still have a weak knowledge background. The network public opinion personnel team is short, the media cognition and the use ability is insufficient, the communication coordination tends to be conservative and so on, and tries to analyze the reason which causes this present situation is the educational interest group complexity, the related training insufficiency and the administrative intervention and so on. Secondly, combined with the hot events of network public opinion in 2016, this paper probes into the factors related to the coping ability of network public opinion of primary and secondary school principals. In the case, the role of new media in the dissemination of network public opinion is prominent, which provides the principal with a reference perspective for the use of media. At the same time, the coping subject changes frequently in the case, but the principal's role is indispensable to verify the importance of the coping ability of the primary and secondary school principals' network public opinion. Finally, it proves the importance of principals' communication ability by changing the coping skills and issues of principals in the case of network public opinion, and how to use the agenda to maintain the credibility of education. Finally, the paper puts forward the strategies of improving the coping ability of network public opinion of primary and middle school principals in order to enrich the knowledge reserve of network public opinion, strengthen the team of network public opinion responders and their system construction, and adopt the media application mode of "overall cooperation". Adjust the thinking to promote communication more effective and credible, adhere to the "people-oriented" principle to create a good school image and word of mouth.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G637.1

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本文編號(hào)：2426160