中文摘要

随着互联网的发展与广泛覆盖，社会的数据量急剧增加，世界已经进入数字化时代。当前新媒体显然已经成为社会公民了解公关事件相关信息与表达个人意见情绪的重要工具，信息传播范式的改变使每个人都有可能成为网络舆论的发起者和引导者。由此可见，面对席卷而来的海量数据信息，及时把握社交网络平台舆论走向，监测公众舆论情绪，及时对舆论危机进行积极引导，对提高公共危机公关效率有着不可忽视的作用。本文基于2020年自武汉突发的新型冠状肺炎疫情的政府公关过程为研究案例，对现阶段政府危机公关面临的困境进行分析，并依据大数据时代特点对我国政府危机公关的完善与发展路径提出创新方向：提升危机公关专业性、加强政府与民众双向沟通、强化信息透明度。

关键词：媒介融合；大数据；危机公关

RESPONDING TO THE NEW CHANGES IN CHINA’S GOVERNMENT CRISIS COMMUNICATION: THE PATH OF DIGITAL DEVELOPMENT

ABSTRACT

With the development and extensive coverage of the Internet,the volume of data in society has increased dramatically and the world has entered the digital age. The new media has clearly become an important tool for social citizens to understand information related to public relations events and express their personal opinionsand emotions, and the change in the paradigm of information dissemination has madeit possible for everyone to become the initiator and guide of online public opinion. Thus, in the face of the vast amount of data and information swirling around us,timely grasping the direction of public opinion on social networking platforms,monitoring public opinion sentiment,and actively guiding public opinion crises in a timely manner play a significant role in improving the efficiency of public crisis communication. This paper analyses the dilemmas faced by government crisis communication at the present stage based on a case study of the government public relations process of the new coronary pneumonia epidemic that broke out in Wuhan in 2020, and proposes innovative directions for the improvement and development of government crisis communication in China based on the characteristics of the big data era: enhancing the professionalism of crisis communication,strengthening two-way communication between the government and the public, and strengthening information transparency.

Key Words: media convergence; mega data; crisis communication

 

目录

摘要 1

一、研究背景：飞速发展的大数据技术与政府危机公关的转型 4

（一）新时代下飞速发展的大数据技术 4

（二）新媒体时代与政府危机公关的转型 5

（三）大数据背景下政府舆论危机公关的优势分析 7

二、疫情背景之下湖北政府危机公关过程 8

（一）危机潜伏期 9

（二）危机爆发期 9

（三）危机消散期 10

三、以大数据视角探析政府危机公关面临的困境 10

（一）缺乏危机公关的大数据思维 10

（二）危机公关管理机制不健全 11

（三）专业技术人才短缺 11

四、完善及应对策略：公共危机频发背景下政府公关数字化路径 12

（一）提升危机公关专业性 12

（二）加强政府与民众双向沟通 12

（三）强化信息透明度 13

参考文献 14