摘要
近年来突发性公共卫生事件频繁发生,政府该如何通过社交媒体进行有效的危机沟通,遏制二次危机传播带来的损害,最大限度地帮助组织控制危机局面成为当下研究热点。本文选取H7N9事件、非洲猪瘟事件作为对比案例,以议题构建和公众参与作为理论支撑,结合政务微博双重属性,展开内容分析和编码,调查线上公众态度和行为,对突发性公共卫生事件中政务社交媒体的沟通效果进行刻画。结果表明:在公共卫生事件中,政府注重政务微博信息框架的构建,忽略了行动、观点框架的构建;政务微博沟通的公众参与度很高,而政府回复率较低;可以通过政务微博进行议题构建、正确引导,实现政民良性互动,形成政务信息有效沟通机制,提高危机沟通效果。
In recent years,sudden public health incidents have occurred frequently,and how the government can use social media to communicate effectively to contain the damage caused by the spread of the secondary crisis and to help organizations control the crisis situation to the maximum has become a current research hotspot.This paper selects the H7N9 incident and the African swine fever incident as contrasting cases,uses topic construction and public participation as theoretical support,carries out content analysis and coding in combination with the dual attributes of government microblogs to investigate online public attitudes and behaviors.The communication effect of the event is described.The results show that in time of public health emergency,the government pays attention to the construction of the governmental affairs microblog information framework,ignoring the construction of the action and viewpoint framework;the degree of public participation in the governmental affairs microblog communication is very high,but the government response rate is low.The government microblog can be used to construct and guide topics correctly,so as to realize the benign interaction between the government and the people,form an effective communication mechanism of government information and improve the effect of crisis communication.
作者
李燕凌
谭婷
孙龙
LI Yan-ling;TAN Ting;SUN Long(College of Public Management & Law, Hunan Agricultural University,Changsha,Hunan 421002, China)
出处
《湘潭大学学报（哲学社会科学版）》
CSSCI
北大核心
2021年第1期22-30,共9页
Journal of Xiangtan University:Philosophy And Social Sciences
基金
国家自然科学基金面上项目“动物疫情与网络舆情交互影响机理及其危机管理决策方法研究”(71874052)
国家社科基金青年项目“大数据背景下突发事件跨界治理创新研究”(16CGL062)。
关键词
突发动物疫情公共卫生事件
沟通效果
政务微博
内容分析
public health emergencies involving animal epidemics
Communication effect
government microblogs
content analysis
