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在社会转型期,政府、企业、民间组织都可能因为制度边界不够清晰、管理不够规范、社会道德失范等问题身陷网络舆情危机,从而损害自身形象。与此同时很多组织机构在应对危机事件的过程中出现了对形象修复策略的片面理解和误用。本文在分析网络舆论生态中网民认知特点的基础上,对形象修复理论的具体实施路径进行适当修正,提出涉事主体在危机事件中提升形象修复能力的可操作策略。
In the period of social transformation, the government, enterprises and non-governmental organizations may fall into the crisis of cyberpublic opinion because of the problems such as the system boundary is not clear enough, the regulation is not standardized enough and social morals are not normalized, thus undermining their own image. At the same time, many organizations have encountered a one-sided understanding and misuse of the image restoration strategy in response to the crisis. On the basis of analyzing the cognitive characteristics of netizens in the ecology of cybercommunity, this paper modifies the concrete implementation path of the image restoration theory and puts forward the operational strategies for the subjects to enhance the image restoration ability in crisis events.