价值共创视角下高校突发事件网络舆情回应有效性分析

An Analysis of the Effectiveness of Response to Online Public Sentiment on Emergent Incidents in Universities from the Perspective of Value Co-creation

相关主体的有效回应是应对高校突发事件网络舆情的重要举措。分析突发事件网络舆情的影响因素,探究主体的舆情回应逻辑具有重要现实意义。基于价值共创理论,分别从渠道、透明性、风险感知、回应主体、情绪、个性、共鸣度七个维度对28个高校突发事件进行定性比较分析,得出不同要素的六种组合路径,尝试在互动关系中评价高校突发事件网络舆情回应的有效性,以核心条件和内容为依据将其归纳为主体驱动策略、舆情降“热”策略和权威干预策略。

Effective response from the relevant Parties is an important measure to address online public sentiment on emergent incidents in universities.It is of great significance to analyze the influencing factors and explore the logic of response for the parties involved.Based on the value co-creation theory,this study conducts a qualitative comparative analysis of 28 incidents involving universities,from seven dimensions,i.e.,channel,transparency,risk perception,response subject,emotion,personality,and resonance,and works out six approaches with a combination of different elements,and evaluates the effectiveness of response to online public sentiment aroused by the incidents in the interactive relationship.According to the core conditions and contents,the study classifies the strategies for responding to online public sentiment over public incidents in universities into three types,i.e.,the main part-driven strategy,the cooling-off strategy,and the authoritative intervention strategy.