企业危机事件网络舆情传播与应对研究

【作者】 张坤；

【导师】 邓晓旭；

【作者基本信息】 陕西师范大学 ， 传播学， 2012， 硕士

【摘要】 企业危机的发生往往伴着舆情危机。作为一种新的信息传播形式,互联网已经深入到人们的日常生活当中,网民的言论活跃度也达到前所未有的程度,正如胡锦涛主席所言：互联网已成为思想文化信息的集散地和社会舆论的放大器。根据人民网舆情监测室发布的《企业舆情报告》显示,2010年企业舆情危机总量达154件,同比增长83.3%；2000年至2010年十年间的企业舆情危机数量平均增长率为31.5%；2010年成为中国企业舆情危机的井喷年。保持着如此高增长率的企业危机事件,无疑给企业的发展增添不少拦路虎。现实不容乐观,加之网络舆情是通过互联网传播的公众对现实生活中某些热点、焦点问题通过BBS论坛、博客、新闻跟贴、转贴等载体表达的具有倾向性的言论和观点,且由于互联网的虚拟性、隐蔽性等特点,越来越多的网民乐意通过这种渠道来表达观点、传播思想。企业的经营不善、产品质量等任何一个环节出现问题,都有可能被曝光到网络上,使企业陷入舆情危机。因此,企业要发展,要盈利,对网络舆情就绝不能小觑。危机网络舆情的传播有四个阶段,分为危机潜伏期、危机突发期、危机蔓延期、危机解决期。传播学中的传播者、媒介和受众是信息传播最为重要的三要素,而在信息的传播过程中,意见领袖和媒介的议程设置则发挥着关键作用。意见领袖左右着网民的态度,每一个网民对于企业来说,都是一个“蒙面杀手”。媒介的议程设置推动网络舆情多样化并产生巨大影响力。本文通过对具体案例的分析,认为企业危机事件网络舆情的走势受到企业自身、媒介、受众、政府四者的重要影响。危机情景下,企业应当正确认识到这几点,除了规范自身行为,还应该处理好与媒体、受众、政府之间的关系。鉴于此,本文基于传播学视角,结合危机传播四阶段理论、企业管理以及公共关系学知识,探讨企业在面临危机事件后,网络舆情的传播模式和特点以及如何有效应对,为企业掌握网络舆情传播特点,有效应对和预警舆情危机提供参考。更多还原

【Abstract】 Enterprise crisis often accompanied by public opinion crisis. Internet as a new form of information dissemination, and has penetrated into people’s daily life, netizens comments active has reached the hitherto unknown degree, as President Hu Jintao said: the Internet has become the ideological and cultural hub of information and public opinion amplifier.According to the people.com.cn opinion monitoring room released" report" shows the enterprise public opinion, public opinion crisis2010enterprise gross to amount to154, an increase of83.3%; from2000to2010ten years enterprise public opinion crisis number average growth rate of31.5%; in2010to become China enterprise public opinion crisis blowout year. Keep such a high growth rate of the enterprise crisis, to the enterprise development steps forward dimension difficult.Because the network public opinion is transmitted via the Internet to the public on real life in some hot issues, through the BBS forum, blog, news, and keep abreast of vector expression has the tendentious comments and views. In addition to the Internet is virtual, concealment, more and more people happy through this channel to express ideas, thoughts of communication. Enterprise management, product quality, any link occurrence problem, are likely to be exposed to the network, make the enterprise is immersed in the crisis of public opinion. Therefore, enterprises should develop, must make a profit, the network public opinion cannot be underestimated.Crisis communication has four phases, divided into crisis, crisis, crisis burst latency period spreading phase, crisis resolution phase. Enterprise crisis of network public opinion is formed on the diffusion process, enterprises, government, media, audience four is the impact of Internet public opinion into an important factor. The propagator of communication, media and audience dissemination of information is the most important elements of the three, and in the dissemination of information in the process, opinion leaders and the media agenda setting will play a key role. Opinion leaders around the Internet attitudes, and every netizen to the enterprise, it is a" masked killer". Agenda setting to promote diversity and tremendous influence of network public opinion. Crisis situation, enterprises should have a correct understanding to these points, in addition to standardize their behavior, but also should deal well with the media, the audience, the relation between the government.Under this background, this article from the perspective of communication, combined with enterprise management and public relation knowledge, explore the enterprise in the face of crisis, the network public opinion propagation model and the characteristic as well as how to effectively deal with, for enterprises to master the network public opinion dissemination characteristics, effective coping and provide reference opinion crisis early warning.更多还原