共情表达在网络舆情危机沟通中的情绪疏导效果研究  

Effect of Empathy in Online Public Opinion Crisis Communication

作　　者：郑显涛 赖胜强[2] Zheng Xiantao;Lai Shengqiang(Chongqing University of Technology)

机构地区：[1]重庆理工大学马克思主义学院,重庆400054 [2]重庆理工大学管理学院

出　　处：《新闻与传播评论》2024年第2期47-57,共11页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(21BXW059)。

摘　　要：网络舆情危机事件爆发,组织应采用有效的沟通策略平息舆情。在组织责任大的舆情事件中,公众往往表达愤怒情绪,如何疏导公众愤怒情绪成为舆情危机沟通的难点。现有研究更重视理性沟通策略而忽视情感沟通策略,危机沟通的情绪性内容是否能取得更好的沟通效果需要加以关注。以共情理论为基础,用2个实验探讨组织共情沟通的情绪疏导效果。研究1对比了危机沟通中共情情绪表达和理性表达下受众的愤怒情绪状态,研究2则进一步分析了共情沟通效果的作用机制。研究发现,在舆情危机的共情沟通较之无情感理性沟通能更好地疏导受众愤怒情绪,而感知真诚对共情沟通效果的发挥起着中介作用。When the crisis of online public opinion breaks out,organizations should adopt effective strat-egies to calm down public opinion.In the event of big responsibility public opinion,the public often express anger in the public opinion communication,and how to ease the public anger becomes a key point to public opinion crisis communication.Existing studies pay more attention to rational communication strategies than e-motional communication strategies.This paper focuses on whether the emotional content of crisis communica-tion can achieve better communication effect.Based on the theory of empathy,two experiments are conducted to verify the hypothesis.Study 1 compares the anger of the audience under empathic communication strategy and non emotional response,and Study 2 further analyzes the mechanism of empathic communication strate-gy.It is found that the empathic communication strategy instead of the rational communication strategy in public opinion crisis can dredge the anger of the audience,and the perceived sincerity plays a mediating role in the effect of empathic communication.

关 键 词：网络舆情 危机沟通策略 共情 

分 类 号：G206[文化科学—传播学]