基于社交媒体的公众人物个人品牌危机处置研究

发布时间：2018-03-02 09:49

本文关键词： 社交媒体个人品牌品牌危机危机管理　出处：《武汉纺织大学》2017年硕士论文　论文类型：学位论文

【摘要】：公众人物作为聚光灯下的宠儿,言行举止备受瞩目,特别是在社交媒体日益发达的今天,公众人物任何不当行为都可能被曝光、放大,给公众人物自身形象及其所在组织、机构造成极大负面影响。近年来公众人物危机事件层出不穷,当公众人物受到社交媒体舆论危机影响时,如何采取适当的传播方式维护个人形象,消解负面影响,正确发挥公众人物社会影响力,值得我们关注与探讨。本研究正是基于社交媒介环境背景下,对公众人物的个人品牌危机事件的传播与处置进行研究。全文分为四个部分,第一部分为绪论,阐述公众人物与个人品牌危机维护的相关概念、理论依据及研究思路;第二部分从传播主体、媒体、受众和信息的角度来分析公众人物在社交媒体平台下个人形象危机传播的现状。当下公众人物个人品牌维护的水平整体提升,但受制于媒体环境和受众等因素,加之公众人物自身逃避、消极应对致使公众人物危机事件得到扩散。究其原因主要是组织角色缺失、危机素养不高及危机传播机制缺失;第三部分主要分析公众人物在处置自身危机事件时出现的问题及成因,并结合大量案例进行论证;第四部分根据社交媒体自身的特点,将危机公关策略与危机语艺策略相结合,提出公众人物在不同危机事件类型下采取相应说辞和态度,建立公众人物品牌维护策略表,并分4个阶段对危机事件潜伏期、爆发期、蔓延期、恢复期进行针对性的处置。运用建立预警机制、加强双向沟通、寻求支持、转移注意力等方法将危机事件负面影响降到最小,使公众人物个人品牌形象得到最大维护。
[Abstract]:Public figures are the darling of the spotlight. Especially in the increasingly developed social media today, any improper behavior of public figures may be exposed and magnified, giving the public figures their own image and their organizations. When public figures are affected by the social media public opinion crisis, how to use appropriate means of communication to protect personal image and eliminate the negative impact, It is worth our attention and discussion to give full play to the social influence of public figures. This study is based on the background of social media, and studies the communication and disposal of personal brand crisis events of public figures. The full text is divided into four parts. The first part is the introduction, expounding the related concepts, theoretical basis and research ideas of the crisis maintenance of public figures and personal brand; the second part is from the main body of communication, the media, From the perspective of audience and information, this paper analyzes the current situation of personal image crisis communication of public figures under the social media platform. At present, the level of personal brand maintenance of public figures is improved as a whole, but it is restricted by media environment and audience, and so on. In addition, the negative coping causes the public figure crisis events to spread. The main reasons are the lack of organization role, the lack of crisis literacy and the lack of crisis communication mechanism. The third part mainly analyzes the problems and causes of public figures in dealing with their own crisis events, and combined with a large number of cases to demonstrate; part 4th, according to the characteristics of social media, the crisis public relations strategy and crisis skills strategy combined. This paper puts forward that the public figures adopt the corresponding speech and attitude under the different crisis event types, establish the brand maintenance strategy table of the public figures, and divide into four stages to the incubation period of the crisis event, the outbreak period, the spreading period. Using the methods of establishing early warning mechanism, strengthening two-way communication, seeking support and diverting attention to minimize the negative impact of crisis events, so that the personal brand image of public figures can be maximized.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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