摘 要:新媒时代下危机传播中的主角不再是只有传统主流媒体,微博作为新媒体的代表,其独特的传播方式和方便快捷的使用方式在危机传播中有着重要作用。但在危机事件面前,微博表现出积极作用的同时也呈现出一些弊端,有时甚至引发更严重的危机。本文以微博为研究对象,对微博的现状、特点进行分析,并从微博的特点出发,结合近年来因微博引发的危机事件以及通过微博巧妙化解危机的具体实例,阐述了微博在危及传播中的优势以及微博在危机传播中的负面影响。并从信息发布者、信息传播者、监管机制三方面提出如何使微博在危机传播中发挥积极作用。4909
关键词:微博;突发事件;危机传播
The role of weibo in crisis communication and its strategy
Abstract:Under the new media era, traditional mainstream media is no longer the only leading role of crisis spread. Micro blog, as the representative of new media, plays an important role in the crisis spread with its unique transmission mode and convenient and quick usage mode. However, micro blog not only reflects the positive role but also presents some disadvantages in the crisis events, sometimes even causes more serious crisis. In this paper, micro blog as the research subjects, the present situation and characteristics of micro blog are analyzed, and the advantages and the negative impact of micro blog in the crisis spread are expounded with the specific examples of the crisis events initiated by the micro blog and defusing the crisis through it cleverly in recent years. Finally, the ways that how make micro blog play a positive role in the crisis spread are put forward this paper in the aspects of information publisher, information promulgator and supervision mechanism.
Key Words: Micro blog; Emergency; The crisis spread
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