新媒体环境下我国地方政府危机公关研究

【作者】 刘佳；

【导师】 姚恩全；

【作者基本信息】 东北财经大学 ， 政府治理与运作（专业学位）， 2018， 硕士

【摘要】 随着移动互联网和数字技术的迅猛发展,以微博、微信以及智能手机APP等为代表的新兴媒体如雨后春笋般出现,它们革新了传统媒体的传播方式与传播路径,无论在多样性、发展速度,还是在社会影响力方面已经远超传统媒体,重构了新媒体时代的传播版图。在传统媒体时代,政府对媒体有足够的控制力,舆论走向一般都处在政府的控制范围内,因此公共危机事件的影响也都处于可控的范围内。而在新媒体环境下,绝大多数公共危机事件具备了影响范围广阔、影响程度深远、危机解决困难等特性。讯息传播速度之快、范围之大已经超过了政府的控制能力,导致许多地方政府公共危机事件的影响远远超出政府预期。公共危机事件爆发后,如果不能及时采取有效的公关策略积极应对、化解危机,一方面会危及政府公信力,另一方面可能会形成更大范围的社会事件。根据目前的现实情况看,我国各级地方政府在利用媒体进行危机公关处理,特别是利用新媒体对尚处于萌芽阶段的危机事件进行处理的经验相对欠缺,往往出现政府处在被谣言牵着鼻子走的被动地位,导致一些负面效应的产生。比如“哈尔滨天价鱼事件”、“女游客丽江被打毁容事件”、“沪县太伏中学事件”、“黑龙江雪乡宰客事件”等,都在不同程度上暴露出我国地方政府在危机公关中存在的政府危机公关意识欠缺、新媒体环境下政府危机处理能力较弱等一系列问题。因此,在复杂的新媒体环境下,如何提升政府公共危机事件的处理能力成为摆在各级地方政府面前一个重要的现实课题。本文主要分为四个部分。第一部分主要阐述选题背景及实用价值,通过文献分析对国内外研究现状进行梳理,提出本文研究的理论工具与研究方法,并介绍了本文的创新点与不足。第二部分主要阐述了新媒体、地方政府危机公关的基本概念及相关理论基础,包括危机管理理论、议程设置理论、形象修复理论、说服性传播理论。第三部分主要运用史蒂文.芬克危机管理的生命周期理论,从危机征兆期、危机发作期、危机延续期和危机痊愈期四个阶段,分析“哈尔滨天价鱼”事件,从中总结出新媒体环境下我国地方政府在危机公关过程中存在的问题并对产生问题的原因进行深入分析。第四部分基于第三部分的分析有针对性地提出完善地方政府危机公关策略的建议,希望可以为地方政府部门提高政府治理水平和执政能力提供借鉴和参考。更多还原

【Abstract】 With the rapid growth of mobile Internet and digital technology,emerging media such as microblog,wechat and smartphone apps are springing up,and new media have outpaced traditional media in terms of diversity,growth and social impact.They revolutionize the original mode and path of transmission,and reconstruct the previous distribution map.In the past,the government had sufficient control over the traditional media,leading to the general public opinion is in the control of the government,so the impact of public crisis events are under control.In the new media environment,the majority of public crisis events have a wide range of impact,far-reaching impact,crisis resolution and other characteristics.The speed and scope of information dissemination has exceeded the government’s ability to control,resulting in many local government public crisis events far beyond the government’s expectations.After the public crisis,if we can not take effective public relations strategy in time to deal with and resolve the crisis,on the one hand,the government’s credibility will be jeopardized,and on the other hand,a wider range of social events may emerge.According to the current reality,the local governments at all levels in China have relatively little experience in using the media to deal with crisis public relations,especially the new media to deal with crisis events that are still in their infancy.Such as "Harbin extremely expensive fish incident","Qingdao prawn incident","xi’an kindergarten feeding child virus incident","Tianjin harbor special major fire explosion incident",all in different degrees exposed the crisis public relations in China’s local government in the public relations lack of public awareness of government crisis,the government crisis management capacity is weak under the new media environment and so on a series of problems.Therefore,in the complex new media environment,how to improve the ability to deal with public crisis events has become an important practical issue for local governments.This paper is divided into four parts.The first part mainly expounds the background and practical value of this article,combs the current research situation at home and abroad through literature analysis,puts forward the theoretical tools and research methods of this paper,and introduces the innovation points and shortcomings of this paper.The second part mainly expounds the basic concepts and related theories of new media and local government crisis public relations,including crisis management theory,agenda setting theory,image repair theory and persuasive communication theory.The third part mainly uses the theory of the declaration cycle of Steven Fink crisis management,analyzes the "Harbin extremely expensive fish" incident from the four stages of crisis warning period,crisis onset period,crisis renewal period and crisis recovery period,and summarizes the problems existing in the crisis public relations process of local governments in China under the new media environment and analyzes the causes of the problems.The fourth part combines the third part of the analysis to put forward the proposal that consummates the local government crisis public relations strategy pertinently,hopes for the local government department to improve the government governance level and the ruling ability to provide the reference and reference.更多还原