品牌危机传播的受众研究

发布时间：2018-11-23 15:59

【摘要】： 本文以品牌危机传播中的“受众”为研究对象。首先运用传播学研究及相关品牌危机研究理论探讨受众在危机传播中的能动参与,包括如何主导危机传播走向以及对危机信源选择、信息解读的主动权,在信源选择上受众会基于自己的动机对媒体渠道进行取舍,在信息解读过程中,受众会基于自己的预存立场形成与传播方目标相反的意义解读;归纳并梳理品牌危机传播的受众评估指标与方法,根据分析,评估指标分成认知与态度两个层面,并调查蒙牛在三聚氰胺事件后,危机传播行为对受众的效果,从调查结果说明频率密集的品牌修复传播也会由于受众的不同解读而有差异化的效果;根据以上分析,认为格鲁尼格教授的双向对称模型忽略了在危机状态下受众天然的抗拒性和新传播技术下受众逆反的可能性,对双向对称模型进行修正,从受众出发提出具实践性的传播策略建议。
[Abstract]:In this paper, the brand crisis in the dissemination of the "audience" as the research object. Firstly, using the theory of communication and brand crisis research, the author discusses the dynamic participation of audience in crisis communication, including how to lead the direction of crisis communication, the choice of crisis source and the initiative of information interpretation. In the selection of information source, the audience will choose and choose the media channel based on their own motivation, and in the process of information interpretation, the audience will form a meaning interpretation opposite to the target of the communicator on the basis of their own pre-existing position. According to the analysis, the evaluation index can be divided into two levels: cognition and attitude, and investigate the effect of the crisis communication behavior on the audience after the melamine incident. From the survey results show that the frequency-intensive brand repair communication will also have different effects because of the different interpretation of the audience; Based on the above analysis, it is concluded that Professor Gruenigge's two-way symmetric model ignores the natural resistance of the audience under the crisis and the possibility of the audience inversion under the new communication technology, and modifies the bi-directional symmetric model. The author puts forward some practical suggestions on communication strategy from the audience.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206

【共引文献】