烫府在网络群体性事件中的说服策略研究——以“昆明市长”微博处理昆明PX事件为例  

Research on the Persuasion Strategy of Government in the Online Mass Incidents Using ＂Kunming Mayor＂ Micro Blog＇s Performance in Kunming PX Program as the Research Subject

作　　者：徐天驰 

机构地区：[1]中国传媒大学广告学院,北京100024

出　　处：《现代广告》2015年第21期38-44,共7页Modern Advertising

摘　　要：随着互联网传播渠道的普及，网络群体性事件的信息传播给相关政府部门带来的影响越来越大，学界对政府处理群体性事件的公关策略的研究也越来越多。本文以“昆明PX”事件为例，通过内容分析探讨了“昆明市长”这一官方认证微博在处理群体性事件时的说服路径以及回复者的态度。研究表明，“昆明市长”微博选择了中心与边缘路线同时进行的说服方式，通过政务相关微博、情感沟通微博及涉及炼油事件的微博三类内容进行信息交流。但网民对与炼油相关的微博更加关心，在对所有微博的回复中，倾向于反对、不支持等负面态度，尤其在涉及炼油相关的内容时，大部分回复都是持反对的态度；不过，在情感沟通类微博的回复中，网民所持的支持态度显著高于其他两种，且总体上高于反对的态度。With the popularization of the Internet, the information dissemination of the online mass incidents has become more and more influent to the relevant government departments, also more and more studies on public relationship strategy has been raised up to try to resolve these problems or just to give advice. This paper takes ＂Kunming PX＂ event as an example, through the content analysis to explore the strategy that ＂Kunming mayor＂, the official certificated microblogging, uses in dealing with the online mass incidents and the way to persuade its followers. Research shows that the ＂Kunming mayor＂ microblogging choses the center route combined with the edge route simultaneously as main persuasion, it releases three types of information, government affairs related microblogging, emotional communication microblogging, and ＂PX＂ event related microblogging to communicate with netizens. In response to all microblogging, these netizens tend to show their opposed, unsupported or other negative attitudes , especially in ＂PX＂ event related contents, in which most of them show negative attitudes; while they show more positive attitudes when reply to emotional communication microblogging compared with the other two. and generallv higher than the negative attitude.

关 键 词：群体性事件 政务微博 ELM模型 群体说服 

分 类 号：F274[经济管理—企业管理]