孙杨形象修复策略研究

发布时间：2018-05-30 00:03

本文选题：形象修复策略 + 危机传播　；参考：《沈阳体育学院》2017年硕士论文

【摘要】：近年来体育明星运动员频发危机事件,在不同程度上损害了明星运动员的形象。本研究以班尼特形象修复理论作为理论支撑,并以孙杨的“无证驾驶”事件和“服用禁药”事件为案例了解孙杨及其团队在处理危机时使用了哪些形象修复策略,哪些策略有效地控制了危机,哪些形象修复策略由于使用的不恰当引起了媒体和公众更加强烈的不满,并对孙杨两次危机事件中使用的形象修复策略进行对比分析。对孙杨两次危机事件中使用的形象修复策略进行具体的分析可以为其他运动员进行形象修复时提供良好的借鉴和参考。本研究使用文本分析法、案例分析法和内容分析法对孙杨发表的道歉信和组织、赞助商发表的声明以及媒体报道进行分析。研究结果表明:(1)关于孙杨“无证驾驶”事件:?“无证驾驶”事件对孙杨的形象带来严重的负面影响,社会公众对孙杨的信任丧失、相关体育部门的处罚、其在体育赞助方面的经济损失和媒体方面的批评报道都使孙杨处于十分不利的危机情境中。?在“无证驾驶”事件中,孙杨及其团队主要使用了消减敌意主策略和获取支持子策略。?虽然在“无证驾驶”事件发生后,孙杨第一时间发表了道歉信,有效地使用了表达歉意、修正行为和消减敌意策略,但是由于“无证驾驶”事件本身情节严重和孙杨不恰当地使用了规避责任主策略使得媒体认为其道歉态度不诚恳导致此次形象修复效果不理想。(2)关于孙杨“服用禁药”事件:?服用禁药”事件中,孙杨自身的形象没有受到太大的负面影响,但是由于管理部门推迟半年才公布此事,引起了媒体和大众强烈的不满。?孙杨及其团队主要使用了规避责任主策略和获取支持、无法控制、纯属善意子策略。?通过对关于孙杨“服用禁药”事件的媒体报道的内容分析可以看出,“服用禁药”事件发生后,虽然孙杨及其团队使用了多种形象修复策略,但是由于管理部门半年后才公布此事,错过了形象修复的最佳时机,引起了媒体和社会公众强烈的不满,导致此次形象修复效果不理想。(3)由于孙杨的“无证驾驶”事件以及“服用禁药”事件有着本质性的差别,所以孙杨及其团队在选择修复策略时也是有所不同的。通过上述研究,本论文提出以下建议:(1)运动员发生危机事件时,首先要了解事件的性质以及自身的危机情境,不同的危机事件、不同的危机情境选择的形象修复策略必然是不同的。(2)在使用否认策略时一定要多加谨慎。(3)发生危机事件时,运动员道歉态度要诚恳。(4)发生危机事件时,运动员以及团队要在危机事件被确认后第一时间给出回应。
[Abstract]:In recent years, sports star athletes frequently crisis events, in varying degrees damaged the image of star athletes. This study takes Bennett's image repair theory as theoretical support, and takes Sun Yang's "driving without license" and "taking prohibited drugs" as cases to find out what image repair strategies Sun Yang and his team used in dealing with the crisis. Which strategies effectively control the crisis, which image repair strategy because of improper use caused more intense dissatisfaction in the media and the public, and Sun Yang used in the two crisis incident image repair strategy comparative analysis. The detailed analysis of the image restoration strategies used in Sun Yang's two crisis events can provide a good reference for other athletes in image restoration. This study uses text analysis, case analysis and content analysis to analyze Sun Yang's apology letters and organizations, sponsors' statements and media reports. Research results show that: 1) about Sun Yang's "driving without a license" incident:? The "unlicensed driving" incident has had a serious negative impact on Sun Yang's image, the public's trust in Sun Yang has been lost, and the relevant sports departments have been punished. His financial losses in sports sponsorship and critical reports in the media have put Sun Yang in a very disadvantageous crisis situation. In the case of "unlicensed driving", Sun Yang and his team mainly used the main strategy of reducing hostility and obtaining support sub-strategy. Although after the "unlicensed driving" incident, Sun Yang issued a letter of apology in the first place, effectively using apology, modifying behavior, and mitigating hostility. However, due to the seriousness of the "unlicensed driving" incident itself and Sun Yang's improper use of the main strategy of circumventing responsibility, the media felt that his apology attitude was not sincere, resulting in the image restoration effect was not ideal. 2) about Sun Yang's "taking prohibited drugs" incident:? In the incident, Sun Yang's own image was not adversely affected, but because the management delayed the release of the matter for half a year, caused strong dissatisfaction in the media and the general public.? Sun Yang and his team mainly used the responsibility avoidance master strategy and access to support, can not control, pure goodwill sub-strategy. Through the analysis of the contents of the media reports on Sun Yang's "drug ban" incident, we can see that after the "drug ban" incident, although Sun Yang and his team used a variety of image repair strategies, However, since the management did not announce the matter until half a year later, it missed the best time to restore its image and aroused strong dissatisfaction from the media and the public. As a result of Sun Yang's "driving without license" and "taking prohibited drugs" incident has the essential difference, so Sun Yang and his team in the choice of repair strategy is different. Through the above research, this paper puts forward the following suggestions: 1) when athletes have a crisis event, they should first understand the nature of the event and their own crisis situation, different crisis events, The image restoration strategy chosen by different crisis situations is necessarily different. (2) when using denial strategy, you must be more cautious. 3) when a crisis occurs, athletes should apologize sincerely. 4) when a crisis occurs, Athletes and teams are expected to respond as soon as a crisis is confirmed.
【学位授予单位】：沈阳体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G80-05

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