组织声誉理论视角下的高校网络舆情管理与声誉提升路径  

Research on the Path of Optimizing University Reputation in Network Public Opinion Management Based on Organizational Reputation Theory

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作  者:欧阳明亮 OUYANG Ming-liang(School of Economics and Management,Hunan University of Technology,zhuzhou,Hunan 412007;Propaganda Department,Hunan Sany Polytechnic College,Changsha,Hunan 410000)

机构地区:[1]湖南工业大学经济与管理学院,湖南株洲412007 [2]湖南三一工业职业技术学院宣传部,湖南长沙410000

出  处:《岳阳职业技术学院学报》2024年第6期26-30,共5页Journal of Yueyang Vocational and Technical College

摘  要:组织声誉一直以来都被认为是衡量高校办学质量的综合指标之一,是高校强有力的竞争资源,随着互联网的快速发展,网络舆情对高校声誉的影响愈发受到关注。在组织声誉理论的视角下,高校网络舆情具有高频多发、高关注度、传播迅速、真伪莫辨等特征,网络舆情对高校声誉在信任维度、认可维度和情感维度等方面均会产生影响。据此,我国高校网络舆情管理可从组织声誉的行为、道德、专业、合法四个维度出发提升高校声誉。Organizational reputation has always been considered as one of the comprehensive indicators to measure the quality of running a university,and is a powerful competitive resource for universities.With the rapid development of the Internet,the impact of online public opinion on the reputation of universities has attracted more and more attention.From the perspective of organizational reputation theory,online public opinion in universities has the characteristics of high frequency,high attention,rapid dissemination,and indistinguishability of truth and falsehood.Online public opinion has an impact on the reputation of universities in terms of trust,recognition,and emotion dimensions.Based on this,the management of online public opinion in Chinese universities can enhance their reputation from four dimensions:organizational behavior,ethics,professionalism,and legality.

关 键 词:组织声誉 高校声誉 网络舆情管理 

分 类 号:G647[文化科学—高等教育学]

 

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