公关与广告国际学术论坛.ppt

,LOGO,DualDiscoursesAnInteractiveModeloftheInterplaybetweenOfficialandNon-officialDiscourses,ChenXianhongHeZhou,2019/12/1,1,2008公关与广告国际学术论坛,LOGO,5.Findings,4.DataCollection,3.ResearchMethod,2.ConceptualFrameworkandb)thenon-officialdiscourseuniverse,carriedbytheInternet,SMSandvariousinterpersonalchannels.,Emergenceoftwodistinctivediscourseuniverses,LOGO,TheformationofdualdiscourseuniversesinChina,2019/12/1,2008公关与广告国际学术论坛,5,DualdiscourseUniverses,LOGO,2019/12/1,2008公关与广告国际学术论坛,6,Thestudyattemptstoaddressthefollowingspecificquestions:Aretheredifferencesincommunicationonpubliccrisesbetweentheofficialdiscourseuniverseandthenon-officialdiscourseuniverse?Howdothetwouniversesinteractwitheachotheronpubliccrises?Howdotheyreacttopubliccrisesatvariousstagesofpubliccrises?Whataretheeffectsongovernmentpublicrelationsgeneratedfromthedifferentinteractivemodels?,LOGO,2019/12/1,2008公关与广告国际学术论坛,7,ResearchMethod:MultipleCaseStudy,Thisresearchusedthemethodofmultiplecasestudytocomparetheprocessesandoutcomesofvariouscases.,LOGO,3、TheSelectionofCases,Thisstudyselected11casesfromthe2003-08periodbasedonthenumberofpublishedresearchpapersandsearchresultsfromBaidu.ThosecasesrangedfromtheSARcrisisin2003totheTibetissuein2008.,LOGO,研究样本,11个公共危机个案,2019/12/1,2008公关与广告国际学术论坛,9,LOGO,DataCollection,1.Prodromalcrisisstage2.Acutecrisisstage3.Chroniccrisisstage4.Crisisresolutionstage-Fink,LOGO,DataCollection,LOGO,五、研究发现ResearchResults,Text,Text,案例1：2003非典事件Case1:2003SARS,官方信息透明,非官方揭露,官方封锁,官方试图隐瞒真相-非官方反抗抵触,LOGO,案例2：2003年孙志刚事件SunZhigang,LOGO,案例3：2004厦门PX事件XiamenChemicalPlant,危机发展期,危机恢复期,危机,官方话语单方面宣教VS非官方话语的抵触,官方与非官方良好双向互动取得良好效果,危机潜伏期,官方话语封闭控制和非官方话语的猜测,危机爆发期,官方话语封闭控制VS非官方话语揭露和抵触行动,LOGO,案例4：2005哈尔滨水污染事件ContaminatedWaterinHaebin,官方单向宣教模式VS非官方抵触,“封闭控制VS揭露”互动模式中政府危机公关呈现负面效果,双向互动模式与大众沟通,潜伏期,爆发期,发展期,官方与非官方话语互动取得良好效果,LOGO,案例5：2007钉子户事件SoloResistanttoDemolition,危机爆发阶段官方话语采取双向互动模式,危机恢复阶段互动性降低到事件潜伏阶段,危机发展阶段官方与非官方互动显著衰减,LOGO,案例6：2007山西黑砖窑事件IllegalBrickkilninShanxi,LOGO,案例7：2007华南虎事件TheScandalofFakedTierinSouthChina,危机潜伏期,危机爆发期,危机发展期,危机恢复期,总体呈现出良性的双向互动,政府话语封闭民间表现出抵触,政府与公众间的信息沟通渐渐增多表现出了解,双向沟通VS肯定补充模式,LOGO,案例8：2008年314藏独事件RiotsinTibetonMarch14,2008,潜伏期,官方与非官方之间鸿沟分明,LOGO,案例9：贵州瓮安事件RiotsinWungAn,Guizhou,LOGO,案例10：2008年5.12汶川大地震SichuanEarthquake,LOGO,案例11三聚氰胺毒奶粉事件ContaminatedMilkPowder,官方采取封闭式模式,官方与非官方话语互动最终取到了良好的效果,官方话语与非官方话语互动,官方话语与非官方话语呈现较好的双向互动模式,LOGO,TheInteractiveModelofTwoDiscoursesatVariousStagesofCrises,LOGO,TheInteractiveModelofTwoDiscoursesatVariousStagesofCrises,LOGO,Conclusion,2019/12/1,2008公关与广告国际学术论坛,25,Non-officialDiscourse,Internet,SMS,interpersonalchannels,ExposeModel,ResistanceModel,PositiveComplementaryModel,OfficialDiscourse,Officialmedia,meetings,documents,ClosedControlModel,Two-wayInteractiveModel,One-wayPreachingModel,LOGO,Conclusion,1、ClosedcontrolVSexpose,2019/12/1,2008公关与广告国际学术论坛,26,Closedcontrol,Mostcommongovernmentmodel,Slow,Restrict,Silent,314藏独事件,孙志刚事件,山西黑砖窑事件,SARS事件,Expose,Negativeeffects,LOGO,Conclusion,2、One-waypreachingvs.resistance,2019/12/1,2008公关与广告国际学术论坛,27,Thisstudyfindsthat40%ofthecasesmanifestedthismodel(example:Tiger),2007.10.12,Negativeeffects,prodromal,acute,chronic,resolution,Individualspassinformationtogovernment,whichpublicizesitwithoutverification,Selectivedisclosureofinformationleadingtoconfusion,rebuttal,distrustandindifference,LOGO,Conclusion,3、Two-wayvs.affirmative/complementary,2019/12/1,2008公关与广告国际学术论坛,28,Themostethicalandeffectivecrisiscomm.model,Two-wayvs.Affirmative/complementary,SunZhigang,Xiamen,Resistant,Earthquake,Milkpowder,Changedthedetentionsystem,Changedcivilengineeringsystem,Changedpropertylaw,Changedthenon-inspectionsysteminfoodproduction,Changedtheinformationdisseminationpolicyincrisismanagement,LOGO,Discussion,Thisstudyoftheinterplayoftheofficialandnon-officialdiscourseuniversesoffersanewperspectiveintheinvestigationofcommunicationinpubliccrises.AstheofficialmediaoftenplaytheroleofPRagentsofthegovernment,theinteractionbetweenthosemediaandthenon-officialchannelsis,inessence,onebetweenthegovernmentandthepublic.Thestudyhasfound