长尾效应视角下的舆情危机管理与公信力建设  

Research on the Long Tail of Public Opinion,Crisis Management and the Construction of Public Trust

作　　者：李宏[1] LI Hong(Department of Emergency Management,The Party School of Dalian CPC Committee,Dalian Liaoning 116013,China)

机构地区：[1]中共大连市委党校应急管理教研部,辽宁大连116013

出　　处：《北京航空航天大学学报（社会科学版）》2019年第1期65-71,共7页Journal of Beijing University of Aeronautics and Astronautics：Social Sciences edition Edition

基　　金：2018年全国党校(行政学院)系统重点调研课题(2018197);2018年辽宁省社科规划基金项目(L18BGL001)

摘　　要：根据十九大提出的"牢牢掌握意识形态工作领导权"的最新要求,以"凝聚力和引领力"为标准,依据舆情传播演化与公信力建设之间的内在联系,将两者对照起来进行问题分析和对策探讨,已经成为当前提升舆情危机管理能力和加强公信力建设的重大现实课题。通过将"长尾效应"运用于理论分析框架的构建和管理实践的指导,可以发现在当前的舆情危机管理过程中,寻求真实完整的意见表达和积极维护公信力方面存在着一系列的问题。基于舆情长尾的危机管理能力提升与公信力建设的对策主要在于,以多维研判推动舆情观念的革新,立足责任与服务意识改造应对,以及围绕信息发布和媒介素养来增进政府、媒体与公众之间的有效沟通。According to the nineteen proposed the new requirements of“firmly grasp the ideological work of leadership”,to the“cohesion and leading force”as the standard,based on the relationship between public opinion dissemination and evolution of the credibility construction,compared it to analyze the problems and the countermeasures,has become the current public opinion enhance crisis management ability and strengthen the major reality the issue of credibility construction.By applying the long tail effect to the construction of theoretical analysis framework and the guidance of management practice,we can find that there are a series of problems in the process of public opinion crisis management.Countermeasures of public opinion crisis management ability and enhance the long tail credibility construction based on the concept of public opinion mainly lies in promoting innovation in multi-dimensional analysis,based on responsibility and service consciousness transformation response,as well as around information publishing and media literacy to promote effective communication between the government,the media and the public.

关 键 词：舆情引导 危机管理 长尾效应 公信力建设 

分 类 号：G20[文化科学—传播学]