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政务社交媒体危机传播效果评价指标体系的构建

Construction of Evaluation Index System of Crisis Communication Effect of Government Affairs Social Media
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摘要 文章以危机传播和传播效果理论为研究基础,基于对政务社交媒体危机传播效果产生过程的分析,从“政府-意见领袖-公众”多维互动视角,构建出由意见领袖、公众认知、公众态度和公众行动四个效果层次组成的政务社交媒体危机传播效果评价指标体系,并采用层次分析法为各级指标权重赋值。该指标体系为政府分阶段评估政务社交媒体危机传播效果提供明确的方法和步骤,为政府社交媒体平台的危机传播管理提供相关决策参考。 Taking the theory of crisis propagation and propagation effect as the research basis, this paper makes an analysis on the process of crisis propagation effect of government affairs social media. And then from the multi-dimensional interactive perspective of "government, opinion leader, and the public", this paper constructs an evaluation index system of crisis communication effect of government social media consisting of four levels of effect: opinion leader, public cognition, public attitude and public action. Finally the paper uses the analytic hierarchy process(AHP) to assign the weights of all levels of indicators. The proposed index system offers a clear method and steps for the government to assess the crisis communication effect of government social media in stages, providing relevant decision-making reference for government social media platforms' crisis communication management.
作者 陈然 Chen Ran(School of Journalism and Communication,Huanggang Normal University,Huanggang Hubei 438000,China)
出处 《统计与决策》 CSSCI 北大核心 2019年第18期31-35,共5页 Statistics & Decision
基金 教育部人文社会科学研究青年基金项目(14YJC860002) 湖北省教育厅人文社会科学项目(16Q260) 黄冈师范学院高级别培育项目(201617303).
关键词 政务社交媒体 危机传播 传播效果 指标体系 层次分析法 government affairs social media crisis communication communication effect index system analytic hierarchy process
作者简介 陈然(1981-),女,湖南长沙人,博士,副教授,研究方向:政府传播、新媒体传播.
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