中小学校长网络舆情应对能力现状研究
发布时间：2019-02-18 20:06
【摘要】：研究以网络舆情发展为研究背景,从学校管理者的视角,研究了中小学校长的网络舆情应对能力,重点探析了中小学校长网络舆情应对能力的内涵、现状及问题成因,提出了中小学校长网络舆情应对能力的提升策略。首先,在麦克利兰的"冰山模型"的理论基础上,本研究探析了中小学校长的网络舆情应对能力的内涵,认为中小学校长网络舆情应对能力包括网络舆情应对能力的知识背景、培养和管理网络舆情应对人员的能力、媒介认知和运用能力,沟通协调能力、维护公信力的能力等。在访谈了天津十五所中小学校长的基础上,探析中小学校长的网络舆情应对能力现状,认为中小学校长虽然对网络舆情有所重视,但还是存在知识背景薄弱、网络舆情人员队伍欠缺、媒介认知和运用能力不足,沟通协调趋向保守等特点,并且试着分析了造成该现状的原因有教育利益群体复杂、相关培训不足和行政干预等。其次,结合2016年的网络舆情热点事件对中小学校长网络舆情应对能力的相关因素进行探究,在案例中,新媒介在网络舆情传播中的作用凸显,为校长运用媒介提供参考视角,同时案例中的应对主体变化频繁而校长的角色却不可或缺来验证中小学校长网络舆情应对能力的重要性,最后通过网络舆情案例中的校长应对技巧和议题转变来佐证校长沟通能力的重要性,以及校长在应对时如何利用设置议程来维护教育公信力。最后,提出了中小学校长网络舆情应对能力的提升策略为丰富网络舆情知识储备,加强网络舆情应对人员队伍及其制度建设,采用"整体性协作"的媒介运用方式,调整应对思路,来促进沟通更加有效可信,坚持"以人为本"等原则来营造学校良好形象与口碑。
[Abstract]:The research takes the development of network public opinion as the research background, from the school manager's angle of view, has studied the primary and secondary school principal's network public opinion response ability, has emphatically analyzed the primary and secondary school principal network public opinion response ability connotation, the present situation and the question causes, This paper puts forward the strategy of improving the coping ability of the principal of primary and middle school. First of all, on the basis of the theory of "iceberg model" by McLeland, this study explores the connotation of the coping ability of primary and secondary school principals' network public opinion, and thinks that the network public opinion coping ability of primary and middle school principals includes the knowledge background of network public opinion coping ability. Cultivate and manage the ability of network public opinion response personnel, media cognition and application ability, communication and coordination ability, the ability of maintaining public trust, etc. On the basis of interviews with the principals of 15 primary and middle schools in Tianjin, this paper analyzes the current situation of the network public opinion of the principals of primary and middle schools, and thinks that although the principals of primary and middle schools attach importance to the network public opinion, they still have a weak knowledge background. The network public opinion personnel team is short, the media cognition and the use ability is insufficient, the communication coordination tends to be conservative and so on, and tries to analyze the reason which causes this present situation is the educational interest group complexity, the related training insufficiency and the administrative intervention and so on. Secondly, combined with the hot events of network public opinion in 2016, this paper probes into the factors related to the coping ability of network public opinion of primary and secondary school principals. In the case, the role of new media in the dissemination of network public opinion is prominent, which provides the principal with a reference perspective for the use of media. At the same time, the coping subject changes frequently in the case, but the principal's role is indispensable to verify the importance of the coping ability of the primary and secondary school principals' network public opinion. Finally, it proves the importance of principals' communication ability by changing the coping skills and issues of principals in the case of network public opinion, and how to use the agenda to maintain the credibility of education. Finally, the paper puts forward the strategies of improving the coping ability of network public opinion of primary and middle school principals in order to enrich the knowledge reserve of network public opinion, strengthen the team of network public opinion responders and their system construction, and adopt the media application mode of "overall cooperation". Adjust the thinking to promote communication more effective and credible, adhere to the "people-oriented" principle to create a good school image and word of mouth.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G637.1
本文编号：2426160
[Abstract]:The research takes the development of network public opinion as the research background, from the school manager's angle of view, has studied the primary and secondary school principal's network public opinion response ability, has emphatically analyzed the primary and secondary school principal network public opinion response ability connotation, the present situation and the question causes, This paper puts forward the strategy of improving the coping ability of the principal of primary and middle school. First of all, on the basis of the theory of "iceberg model" by McLeland, this study explores the connotation of the coping ability of primary and secondary school principals' network public opinion, and thinks that the network public opinion coping ability of primary and middle school principals includes the knowledge background of network public opinion coping ability. Cultivate and manage the ability of network public opinion response personnel, media cognition and application ability, communication and coordination ability, the ability of maintaining public trust, etc. On the basis of interviews with the principals of 15 primary and middle schools in Tianjin, this paper analyzes the current situation of the network public opinion of the principals of primary and middle schools, and thinks that although the principals of primary and middle schools attach importance to the network public opinion, they still have a weak knowledge background. The network public opinion personnel team is short, the media cognition and the use ability is insufficient, the communication coordination tends to be conservative and so on, and tries to analyze the reason which causes this present situation is the educational interest group complexity, the related training insufficiency and the administrative intervention and so on. Secondly, combined with the hot events of network public opinion in 2016, this paper probes into the factors related to the coping ability of network public opinion of primary and secondary school principals. In the case, the role of new media in the dissemination of network public opinion is prominent, which provides the principal with a reference perspective for the use of media. At the same time, the coping subject changes frequently in the case, but the principal's role is indispensable to verify the importance of the coping ability of the primary and secondary school principals' network public opinion. Finally, it proves the importance of principals' communication ability by changing the coping skills and issues of principals in the case of network public opinion, and how to use the agenda to maintain the credibility of education. Finally, the paper puts forward the strategies of improving the coping ability of network public opinion of primary and middle school principals in order to enrich the knowledge reserve of network public opinion, strengthen the team of network public opinion responders and their system construction, and adopt the media application mode of "overall cooperation". Adjust the thinking to promote communication more effective and credible, adhere to the "people-oriented" principle to create a good school image and word of mouth.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G637.1
【参考文献】
相关期刊论文 前1条
1 严巨泉;;互联网时代网络舆情的政府应对[J];法制与经济(下旬刊);2013年11期
，本文编号：2426160
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