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class="spanimg3">2019-08-09 00:00</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>「危机公兛_司」一、事件背?2010q?1?日,见惯弹出H口的网民在dXX时发玎ͼq一ơ弹出的内容非同dQXX?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190809/1H9302H7-0.jpg"></p></div>「危机公兛_司」一、事件背?2010q?1?日,见惯弹出H口的网民在dXX时发玎ͼq一ơ弹出的内容非同dQXX公司以一信的Ş式告知用?ldquo;一个非常艰隄军_”Q安装了XX软g的电脑上不能同时用XXXX。显然这是一个两N择Q要么删除占同类软g市场份额90%的奇虎杀毒YӞ要么告别XXXXq个拥有5.7亿活跃用L|络聊天工具。奇虎和XX的交恶事出有因:奇虎公司推出?ldquo;XX扣扣保镖”软g会启动专门针对XX的体Q如果用户?ldquo;一键修?rdquo;功能Q包括聊天窗口广告、迷你首广告、XX搜搜插g、XX会员插g{在内的11XX功能被屏蔽Q媄响XX公司从这些XX增g务获取利润。不同于以往那些从现实世界打到网l的口水战,q一ơXX和XX“不兼?rdquo;事g直接发端于网l,急遽聚合C亿计的网民投入到讨论、调侃、争辩或者谩骂中厅R《XX反XXU密会议曝光》等视频、《网l围D战》等|络歌曲Q以及与此有关的口溜、打油诗一旉遍布大小论坛。在q场被业界定位ؓ“中国互联|史上媄响网民h数最多的一ơ热点事?rdquo;中,以短、^、快为特色的微博q速成长ؓ|络中的生力军,q登上D重的舆论前沿Q一些传l媒体纷U引用当事方的微博作为消息来源。本文试对XX和XX不兼容事件中的微博做内容分析Q考察微博在危Z播中的表辄略,q检验其传播效果。二、研I对象、研I域和类目编制新微博是中国目前包含微博数量最多、媄响力最大的微博q_。ؓ了避免n份؜淆,新浪部分实行微博w䆾认证{略Q通过其实名认证的个h用户和企业用户在用户名称后加注金?ldquo;V”形标志。本文考察的是通过新浪微博认证?ldquo;XX卫士”公司微博、XX公司微博Q以及奇虎XX公司CEOXX的个证微博,׃XX公司CEOXX没有开设新微博,我们转而选择开讄XX微博。因此,本文涉及的四l微博均为实名微博,博主w䆾真实可靠。研I取时段Z2010q?0?8日到11?日?010q?1?日XX的第一告用户书是危机事g走向公众化的开端,不过Q两家公司此前已l交Ӟ10?8日开始出C不兼容事件直接相关的帖子Q因此,研究域v点向前顺延到10?8日。在此期_四组微博的发帖总量?0条。对研究cȝQ我们作以下区分Q对于微博用的素材Q区别是使用U文字还是利用图片和视频加强传播效果Q对于博客性质Q区分个人博客和公司博客Q对于博客的主要内容Q分Y件技术问题、批判对方公司的错误、声辩自己公司行为有理、U维护网l用户利益、检讨己方过错;微博内容的诉求方式而言Q分诸情感和诉诸理智两类Q此外,区别博主的言说策略,是将q一事g表述为公司和公司之间发生争端?ldquo;公司危机”Q还是定位ؓ触动|络用户整体利益?ldquo;|民危机”。本研究使用IBM SPSS Statistics for Mac 19.0软gq行数据分析。三、研I发玎ͼ1Q关于微博素材。由于微博容量有限(比如新浪微博单条字数上限140字)Q因此最l常采用的是U文字Ş式,利用微博q行危机公关要求a意赅Q直指要実뀂不q,多数微博q_允许用户使用外部链接形式插入囄和视频。XX公司和奇虎公司的认证微博在这一事g宣传中都使用了图片,XX公司q插入一ơ视频,在注重文字内在说服力的同Ӟ力求传达?ldquo;有图有真?rdquo;的十_气。可见,微博有相当严苛的字数限制Q所以微博公兛_使用素材形式Q文字、图片、视频等Q上h不同于其他网l^台发a形式的特炏V(2Q关于微博内宏V从内容上看Q这四组微博最主要的内定w?ldquo;Ҏq错批判”Q排在其后的?ldquo;软g技术问?rdquo;?ldquo;l护|民利益”Q而直接争?ldquo;本公司行为正?rdquo;的最。这四组微博中,自我讨的帖子数量?Q全都是批评锋芒朝外。这和西方危机公关中首先自审自查的基本原则大有出入。根据威?班尼特(William BenoitQ的形象修复理论Q危机应Ҏ式中有五大战略方法,其中三个重要战略分别是减敌意、亡补牢和自责战略Q而自责的内容包括道歉、忏悔和L公众宽恕{。在q次危机事g中,XX和XX公司几乎完全不内审自w与公众期待之间的差距,反复Ҏ公司的行Z当。危机公关传播中?个至关重要的S原则Q除了速度QSpeedQ,亦应考虑到承担责任(Shoulder the matterQ、真诚沟通(SincerityQ以及注重整体效果(SystemQ,以这Ll合标准来考量Q这四组微博的传播策略似乎还有所偏差。(3Q关于语a风格。从L来看Q四l微博中30%的言说用了Ȁq型用语Q这昄出微博较为突Z人风根{相较而言QXX一方(无论是公司博客还是CEO个h博客Q比奇虎一Ҏ为克Ӟ较少使用Ȁq型话语Q较用反C会词语描绘Ҏ。我们可以理解ؓ博主其在现实社会中的n份特征带入到|络I间。XX作ؓ上市公司Qؓ避免l公司带来负面媄响,更加注意措辞严}Q用语纯净Q较用贬损性词语,表现较ؓ理性;而奇虎在此方面的忧虑较少Q反复强调其草根nQ因此在a说上更无ֿQ表现出强烈的感情色彩,甚至是战斗性,大量使用江湖话语Q以期引L民共鸣。在舆论争锋上,XX遭到了更多的指责Q一斚w是XX需要反思自q企业{略Q而另一斚w也与奇虎XX成功扮演“挑战霸权”的角色有莫大关系。(4Q关于危机性质的定位。如果微博将不兼容事件表达ؓ是事兛_体网民的利益Ӟ更們֐于诉诸情感的表达方式Q而如果将该事件作为是公司之间的冲H和争议Ӟ则更多诉诸理性。本来是一场公怹间的利益之争Q但在公q间的a说表CQ当事各方纷U将自己扮演为全体网民的代言人,在一定程度上表现出网l舆论的民aM特征。四、微博危机公关中的民_主义修?Q隐藏的话语转换Q将“为己除忧”转换?ldquo;为民除害”。我们注意到Q这一事g本来是两个公怹间的明争暗斗Q但是参与双斚w把自己定位ؓQ?ldquo;我不仅是公司竞争?lsquo;受害?rsquo;Q更是网l公众利益的‘拯救?rsquo;”Q在一定程度上体现出民_主义色彩。民_主义(PopulismQ既是一U政治语aQ又是一U政d学。民_主义者认为,qx被自U自利的C会_英所压制Q他们以U除腐|_英阶层为目标,在全民福和全民q步的基上倡导“人民优先”。民_主义者有意识Cq^民,l常性地同他们讨论其l济和社会地位。民_主义者擅长用二分法的政治论辩技巧,自称代表多数人民Q将C会_英作ؓ自己的挑战对象。在互联|时代,民aM获得新的生机Q网l舆论的“乘数效应”被无限放大。XX和XX不兼容事件中Q各方微博叙事者无一例外地将自己当成是广大网民的代言人, 而把Ҏ作ؓ“|民的敌?rdquo;Q潜藏于字里行间的是公司利益和h值的l护Q而嘪显于外的却是一层ؓ民代a的利他主义糖?Q被代表的民意:|络用户?ldquo;民aM”修辞的反应。彼此勾q的微博l成了一个社交网l,微博的{发、关注以及评论功能,特别强化了网l用LC֌性和集合性。尤其是微博的评论功能,在某U意义上是中国网民的首创Q新微博^台称“Q微博评论功能)q是Z中国用户习惯而设|的Ҏ功能Q之后YahooQMeme 和Google Buzz也都有了评论功能?rdquo;当网民具有了自己的发aƲ望、能力和I间Q网民将来难?ldquo;被代?rdquo;。在人民|舆情监室q行的舆查中Q?0%的网民在问到“XX和XX之争的本质是什?rdquo;Ӟ认ؓq只是公叔R的不正当竞争Q揭开了微博公?ldquo;为民代言”的美丽披风。虽ӞXX和奇虎都打着为民代言的大旗,但在q个大旗庇护下的|民q不领情。在同一ơ民调中Q分别有82%?6%的网民对XX和奇虎的公司形象做出恶评。这一ơ,“民aM”的传播策略ƈ未达到理想的传播效果?Q超民_主义修辞:l护|络正义和公众利益。值得思考的是,Z么民_主义在|络环境中容易发酵?的确Q网民在参与|络舆论时的理性思考ƈ不深刻,其是微博,׃字数限制Q更不利于表辑֤杂的思想。而在危机公关传播中,׃时效紧, 民aM取向更容易在微博中占据上风。另一个民_主义言说大行其道的理由在于C会语境?ldquo;民aM状况下,如果C会公正~Z、富分化严重、中下层上升的道路受阻,以及民族的外部条件受到刺ȀQ在民众中孕育的强烈不满便会爆发出来?rdquo;我国在两个文明徏讑֒和谐C会创徏q程中取得的成W有目qQ但C会公^、富差距等问题依然存在Q甚臛_一定条件下q有矛盾扩大的可能,因此Q网l舆论空间里常常会放大二元对立的a论,比如“仇富”?ldquo;仇官”情A的渲染。不q,从XX和奇虎微博民_主义危机公关传播来看,我们可以发现Q民_主义ƈ不L伴有“登高一|应者云?rdquo;的效果?ldquo;公众利益”是一个内涉|p的指涉Q也是各方争夺的舆论高地Q但只有真正?ldquo;公共利益”攑֜应有的高度,才能自w行为合法化Q取得网民信M支持Q达到预期的传播效果。微博危机公兛_民aMa?胡瑛 , 许玲 - 《新d哨》(华中师范大学文学院)十大|络公关之一Q国内颇L争力的网l公兛_怹一Q专注于政府企业危机公关的处理,以危机公兟뀁舆情监、整合营销Z要业务的服务机构Q。关于「危机公兛_司? <p><strong>转蝲h明出处?/strong></p> </div> <!-- 心情 --> <div class="mood"> <div id="cyEmoji" role="cylabs" data-use="emoji"></div> </div> <!-- @心情 --> <div class="tag"> <div class="tagtitle"></div> <div class="share"> <a href="javascript:;" class="sharea1">分n到新微?/a> <a href="javascript:;" class="sharea2">分n到腾讯微?/a> <a href="javascript:;" class="sharea3">收藏</a> </div> </div> <div class="avow"> <div class="avowtitle"></div> <!-- 声明 --> <p>1.本站遵@行业规范QQ何{载的Eg都会明确标注作者和来源Q?.本站的原创文章,误{载时务必注明文章作者和来源Q不重原创的行为我们将q究责QQ?.作者投E可能会l我们编辑修Ҏ补充?/p> <!-- @声明 --> </div> <div class="ad"><a href="/" target="_blank"><img src="/templets/style/html/images/img24.jpg" alt="" /></a></div> <div class="correlation"> <div class="com-title"><span><img src="/templets/style/html/images/symbol-23.png" alt="" />相关文章</span></div> <ul class="ulfix"> <li> <a href="/xinwen/483.html" class="title" target="_blank" title="「危机公关策略」邓^公关战略用统{全局的观?> 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