环境危机事件中政府的传播策略与可信度关联研究

发布时间：2018-03-25 00:19

本文选题：危机传播策略　切入点：可信度　出处：《上海外国语大学》2017年硕士论文

【摘要】：论文以“天津港危化品爆炸事故”后的环境危机议题在社交媒体上的传播为案例,考察了环境危机事件中政府的危机传播策略、可信度及二者之间的关联情况。论文通过文献综述厘清了环境危机、危机传播策略、可信度等概念,并在此基础上提出三个研究问题:1、政府的危机传播策略如何随危机议题的发展变化?2、政府的可信度如何随危机议题的发展变化?3、政府的危机传播策略与可信度间的关联如何?论文根据案例事件的议题发展搜集了2015年8月12日至2015年9月2日期间与政府传播策略相关的政府微博共计375条,与可信度相关的评论共计2218条,通过内容分析,本文发现:在“天津港危化品爆炸事故”后的环境危机议题中,政府较多使用消极性传播策略,其中以“忽略危害”策略和“视线转移”策略为主;较少使用积极性传播策略,其中以“正面强化”策略和“纠正预防”策略为主。危机事件中,政府发布的信息在公众中的可信度评价偏低,可信度负面评价居多。在危机传播策略与可信度的关联方面,论文发现,政府在环境危机事件中采用的传播策略变化会对可信度的变化产生影响,“忽略危害”策略和“视线转移”策略会降低政府的可信度,“正面强化”策略和“纠正预防”策略则会提升政府的可信度。其中,“忽略危害”策略对可信度的负面影响更甚,“纠正预防”策略对可信度的正面影响更甚。与议题生命周期理论的阐述相符,“天津港危化品爆炸事故”后的环境危机议题大致分为酝酿爆发阶段、处置管理阶段、休眠平息阶段。(1)酝酿爆发阶段,政府较频繁使用“正面强化”策略,但未能有效回应该议题阶段的舆论核心关切,政府危机信息的可信度偏低;(2)处置管理阶段,政府较频繁使用“忽略危害”策略,减轻公众的环境危害感知,政府危机信息的可信度有所提升,但仍偏负面;(3)休眠平息阶段,政府较频繁使用“纠正预防”策略,对危机发生和处置进行反思,政府危机信息的可信度进一步提升至最高值。政府的危机传播与公众可信度的建立是环境危机处理的重要环节,借此,本研究希望能为建立危机传播中的政府信任提供借鉴。
[Abstract]:Taking the communication of environmental crisis issue on social media after "Tianjin Port Chemical explosion accident" as an example, the paper examines the government's crisis communication strategy in the environmental crisis event. The paper clarifies the concepts of environmental crisis, crisis communication strategy, credibility and so on through literature review. On the basis of this, three research questions: 1: 1, how does the government's crisis communication strategy change with the development of crisis issues? 2. How does the credibility of government change with the development of crisis issues? 3. What is the relationship between the crisis communication strategy and the credibility of the government? According to the development of case events, the paper collected a total of 375 government Weibo and 2218 comments related to credibility between August 12, 2015 and September 2, 2015. This paper finds that in the environmental crisis issue after "Tianjin Port dangerous Chemicals explosion accident", the government more often uses negative communication strategy, in which "ignore harm" strategy and "line of sight transfer" strategy are the main ones, and less active communication strategy is used. Among them, "positive reinforcement" strategy and "corrective prevention" strategy are the main ones. In the crisis event, the information released by the government has low credibility evaluation and most negative credibility evaluation. The paper found that, The changes in communication strategies adopted by the government in environmental crisis events will have an impact on the changes in credibility. The "ignore harm" strategy and "line of sight shift" strategy will reduce the credibility of the government, "positive reinforcement" strategy and "corrective preemption" strategy will reduce the credibility of the government. The "prevention" strategy will enhance the credibility of the government. The negative impact of the "ignore harm" strategy on credibility is even greater, and the positive impact of "corrective prevention" strategy on credibility is even greater. This is in line with the life cycle theory of the topic. The topic of environmental crisis after the "Tianjin Port dangerous chemical explosion accident" was roughly divided into the stage of brewing and outbreak. In the stage of disposal management, dormancy subsiding stage, stage of brewing and breaking out, the government frequently uses the strategy of "positive reinforcement", but fails to respond effectively to the core concern of public opinion in the stage of responding to the issue, and the credibility of the government crisis information is on the low side) in the stage of disposal management. The government frequently uses the strategy of "neglecting harm" to lighten the public's perception of environmental harm. The credibility of the government crisis information has been improved, but it is still on the negative side of the dormant stage, and the government frequently uses the "corrective and preventive" strategy. Reflecting on the occurrence and disposal of the crisis, the credibility of the government crisis information is further promoted to the highest value. The crisis communication of the government and the establishment of the credibility of the public are the important links of the environmental crisis management. The purpose of this study is to provide reference for the establishment of government trust in crisis communication.
【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】：2017
【分类号】：D63;G206

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