社会化媒体时代企业品牌危机传播研究

发布时间：2018-04-29 04:35

本文选题：社会化媒体 + 危机传播　；参考：《辽宁大学》2017年硕士论文

【摘要】：百度“魏则西事件”在互联网和线下媒体上引发轩然大波,导致民众对企业的口诛笔伐。此次事件在社会化媒体的传播下甚至引发了国外媒体的广泛报道,BBC在报道中提出观点,认为百度陷入了巨大的企业品牌信誉危机,可见依然死板地坚守传统的危机传播应对逻辑已经很难契合现在企业在危机中的传播和发展的诉求。近年来,随着媒体环境的变化危机管理策略的重要性不言而喻。危机传播在应用领域已经发展出相对稳固的研究方向并蔓延出相关的产业,日益成为应用传播学领域中极为有价值的研究方向。本文应用了危机传播理论和卓越理论,用案例分析和归纳演绎的方法跳脱出以往相关研究局限于政府危机公关、某企业在特定危机传播事件中的公关分析,或基于受众角度和意见领袖角度进行研究的方向,打破了以往对危机公关的研究单纯从传播要素进行研究的形式并基于社会化媒体自身的传播特性提出企业面对危机传播的管理策略,同时将哈里思(Harris)和哈尔蒂曼(Hartman)研究出的对传播程序加以控制的理论引入到企业品牌危机应对策略中来。一方面,社会化媒体揭露了企业自身存在的不足,另一方面,企业在面对危机时,也常常陷入“话语权”丢失或“话语场”利用不佳的情况。因此企业在自我认知、自我改正的同时如何正确地传递信息,从而积极有效地化解品牌危机在社会化媒体时代依然值得探讨。
[Abstract]:Baidu, "Wei Zexi incident" in the Internet and offline media caused a huge uproar, leading to corporate criticism. Under the spread of social media, the incident even triggered extensive reports in foreign media. In the report, the BBC put forward the view that Baidu was caught in a huge corporate brand reputation crisis. It can be seen that sticking to the traditional crisis communication logic has been difficult to meet the needs of enterprises in crisis communication and development. In recent years, along with the change of the media environment, the importance of crisis management strategy is self-evident. Crisis communication has developed a relatively stable research direction and spread out related industries in the field of application, and has increasingly become a valuable research direction in the field of applied communication. This paper applies the theory of crisis communication and the theory of excellence, and uses the method of case analysis and inductive deduction to jump out of the previous relevant research limited to the government crisis public relations, the public relations analysis of a certain enterprise in a specific crisis communication event. Or the direction of research based on the audience and opinion leaders' perspective, It breaks the previous research on crisis public relations and puts forward the management strategy of enterprise facing crisis communication based on the communication characteristics of social media. At the same time, the theory of controlling the communication process developed by Harriss and Hartman) is introduced into the strategy of corporate brand crisis. On the one hand, social media exposes the shortcomings of enterprises themselves, on the other hand, enterprises often fall into the situation of "voice loss" or "discourse field" underutilization in the face of crisis. Therefore, it is still worth discussing how enterprises can correctly transmit information while they are self-recognizing and self-correcting, so as to resolve brand crisis effectively in the age of social media.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;G206

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