本文選題：社會(huì)化媒體 + 危機(jī)傳播�。� 參考：《遼寧大學(xué)》2017年碩士論文

【摘要】：百度“魏則西事件”在互聯(lián)網(wǎng)和線下媒體上引發(fā)軒然大波,導(dǎo)致民眾對(duì)企業(yè)的口誅筆伐。此次事件在社會(huì)化媒體的傳播下甚至引發(fā)了國(guó)外媒體的廣泛報(bào)道,BBC在報(bào)道中提出觀點(diǎn),認(rèn)為百度陷入了巨大的企業(yè)品牌信譽(yù)危機(jī),可見(jiàn)依然死板地堅(jiān)守傳統(tǒng)的危機(jī)傳播應(yīng)對(duì)邏輯已經(jīng)很難契合現(xiàn)在企業(yè)在危機(jī)中的傳播和發(fā)展的訴求。近年來(lái),隨著媒體環(huán)境的變化危機(jī)管理策略的重要性不言而喻。危機(jī)傳播在應(yīng)用領(lǐng)域已經(jīng)發(fā)展出相對(duì)穩(wěn)固的研究方向并蔓延出相關(guān)的產(chǎn)業(yè),日益成為應(yīng)用傳播學(xué)領(lǐng)域中極為有價(jià)值的研究方向。本文應(yīng)用了危機(jī)傳播理論和卓越理論,用案例分析和歸納演繹的方法跳脫出以往相關(guān)研究局限于政府危機(jī)公關(guān)、某企業(yè)在特定危機(jī)傳播事件中的公關(guān)分析,或基于受眾角度和意見(jiàn)領(lǐng)袖角度進(jìn)行研究的方向,打破了以往對(duì)危機(jī)公關(guān)的研究單純從傳播要素進(jìn)行研究的形式并基于社會(huì)化媒體自身的傳播特性提出企業(yè)面對(duì)危機(jī)傳播的管理策略,同時(shí)將哈里思(Harris)和哈爾蒂曼(Hartman)研究出的對(duì)傳播程序加以控制的理論引入到企業(yè)品牌危機(jī)應(yīng)對(duì)策略中來(lái)。一方面,社會(huì)化媒體揭露了企業(yè)自身存在的不足,另一方面,企業(yè)在面對(duì)危機(jī)時(shí),也常常陷入“話語(yǔ)權(quán)”丟失或“話語(yǔ)場(chǎng)”利用不佳的情況。因此企業(yè)在自我認(rèn)知、自我改正的同時(shí)如何正確地傳遞信息,從而積極有效地化解品牌危機(jī)在社會(huì)化媒體時(shí)代依然值得探討。
[Abstract]:Baidu, "Wei Zexi incident" in the Internet and offline media caused a huge uproar, leading to corporate criticism. Under the spread of social media, the incident even triggered extensive reports in foreign media. In the report, the BBC put forward the view that Baidu was caught in a huge corporate brand reputation crisis. It can be seen that sticking to the traditional crisis communication logic has been difficult to meet the needs of enterprises in crisis communication and development. In recent years, along with the change of the media environment, the importance of crisis management strategy is self-evident. Crisis communication has developed a relatively stable research direction and spread out related industries in the field of application, and has increasingly become a valuable research direction in the field of applied communication. This paper applies the theory of crisis communication and the theory of excellence, and uses the method of case analysis and inductive deduction to jump out of the previous relevant research limited to the government crisis public relations, the public relations analysis of a certain enterprise in a specific crisis communication event. Or the direction of research based on the audience and opinion leaders' perspective, It breaks the previous research on crisis public relations and puts forward the management strategy of enterprise facing crisis communication based on the communication characteristics of social media. At the same time, the theory of controlling the communication process developed by Harriss and Hartman) is introduced into the strategy of corporate brand crisis. On the one hand, social media exposes the shortcomings of enterprises themselves, on the other hand, enterprises often fall into the situation of "voice loss" or "discourse field" underutilization in the face of crisis. Therefore, it is still worth discussing how enterprises can correctly transmit information while they are self-recognizing and self-correcting, so as to resolve brand crisis effectively in the age of social media.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;G206

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