危机传播的修辞策略与形象修复——关于腾讯、360公司形象修复文本的对比分析  

The Rhetoric Strategies and Image Repair in Crisis Communication——A Contrast Analysis of the Image Repair Discourse between Tencent and 360

作　　者：李军华[1] 马秋燕[1] 

机构地区：[1]湘潭大学文学与新闻学院,湖南湘潭411105

出　　处：《毕节学院学报（综合版）》2013年第2期6-11,共6页Journal of Bijie University

摘　　要：当今社会危机传播中,需要运用形象修复文本与利益受损的受众进行沟通。通过对腾讯和360两家公司爆发的"3Q"之争后分别发表的公开道歉信的对比分析,两家企业主要使用的修辞策略有:寻求支持、修正行为、直接道歉、转换框架等。但腾讯的形象修复文本受到了更多的质疑与谴责,360的形象修复文本获得了更多的直接或间接的理解、接受和支持。效果分析显示:直接道歉策略和修复文本的有效性不一定成正相关,典型道歉标记往往更符合公众的接受心理;而及时的修正行为更可以增强形象修复文本的有效性。To deal with today＇s public relationship of social crisis spread, it is recommended to apply image repair discourse to communicate with the concerned parties. By contrasting analysis of apology letters of Tencent with that of 360 during the 3Q case, we conclude that these two companies took advantage of many rhetoric strategies, including bolstering, corrective action, mortification and transcendence, etc. There are many query and censure words and expressions presented in the image repair discourse of Teneent, comparing with the image repair discourse inserted by 360.The effect analysis indicates that the effectiveness of the morti- fication strategy and image repair discourse is not positively correlated, while the typical apology tags are more in line with public acceptance psychology. Meanwhile, to take corrective actions in time can also enhance the effectiveness of image repair discourse.

关 键 词：3Q之争 危机传播 形象修复文本 修辞策略 对比分析 

分 类 号：H05[语言文字—语言学]