摘要
[目的/意义]企业危机事件频发导致高热度网络舆情不断涌现,这给企业处理突发危机舆情的能力带来重大挑战,因此如何把握危机舆情热度生成规律成为企业危机管理中亟待处理的问题。[方法/过程]选择企业危机舆情作为研究对象,基于拉斯韦尔5W传播要素理论,运用模糊集定性比较分析(fsQCA)方法,基于组态视角探索5W传播要素相互作用对于舆情热度生成的多条路径,通过综合考虑分析传播要素之间的协同驱动关系及作用,试图厘清企业危机事件中网络舆情热度生成的路径及内在机理。[结果/结论]研究发现:传播效率中的峰值传播速度以及信息人中的领袖媒体占比是企业危机事件网络舆情热度生成的关键条件,在高热度生成结果中,高峰值传播速度以及高领袖媒体占比发挥核心驱动作用;在低热度生成结果中,低领袖媒体占比发挥核心驱动作用。各个传播要素以多条协同路径共同作用于企业危机事件舆情热度生成结果。
[Purpose/Significance]The frequent occurrence of corporate crisis events has led to the emergence of high-heat online public opinion,which has brought significant challenges to the ability of corporations to deal with sudden crisis public opinion,so how to grasp the law of generating heat of crisis public opinion has become an urgent issue to be dealt with in corporate crisis management.[Methodology/Process]Selecting corporate crisis public opinion as the research object,based on Lasswell’s 5W communication element theory,using fuzzy set qualitative comparative analysis(fsQCA)method,exploring the multiple paths of the interaction of the 5W communication elements for the generation of public opinion heat based on the grouping perspective,and analyzing the synergistic driving relationship and the role of the communication elements,we attempted to clarify the paths of the generation of online public opinion heat in corporate crisis events by considering the synergistic driving relationship and the role of the communication elements.and the inner mechanism.[Result/Conclusion]The study found that the peak communication speed in communication efficiency and the leader media share among informants are the key conditions for generating online public opinion heat of corporate crisis events.In the high heat generation results,the peak communication speed and the high leader media share play a core driving role;in the low heat generation results,the low leader media share plays a core driving role.Various communication elements work together in multiple synergistic paths to generate the public opinion heat of corporate crisis events.
作者
许成斌
夏志杰
Xu Chengbin;Xia Zhijie(School of Management,Shanghai University of Engineering Science,Shanghai 201620)
出处
《知识管理论坛》
2024年第2期195-207,共13页
Knowledge Management Forum
基金
国家社会科学基金项目“大数据支持下网络谣言智慧治理机制及运行策略研究”(项目编号:21BGL243)
上海市哲学社会科学规划资助项目“大数据时代伪健康信息传播特征及多主体协同干预研究”(项目编号:2020BGL005)研究成果之一
