高校网络舆情治理的形象修复与舆情应对话语策略

Governance of Online Public Opinion in Universities: Image Restoration and Discourse Strategy of Official Response

高等学校正在从追求规模快速增长向高质量发展转变,但是一些高校负面舆情事件的发生,对学校的稳定发展和学校形象造成了冲击。面对网络舆情,高校需要及时进行形象维护和网络舆情回应。高校运用合理的话语修辞进行形象修复的目的在于赢得舆论的广泛支持,减弱负面态度,实现学校形象的重塑。运用形象修复理论这一舆情策略,能够分析高校官方话语文本修复策略运用的成效和机理。构建高校网络舆情应对的话语体系要把握"黄金时间",发挥官方回应话语的权威性;丰富话语内容,注重官方回应话语的事实呈现;传播话语情感,寻求官方回应话语的价值认同。

Colleges and universities are changing from pursuing rapid growth in scale to developing in high-quality,but the occurrence of some negative public opinion incidents in colleges and universities has had an impact on the stable development of colleges and universities and their images.Facing the public opinion spreading and image damage,colleges and universities need to respond to the public and maintain their image in time.The purpose of colleges and universities to use reasonable discourse rhetoric to restore the image is to win widespread support from public opinion,weaken negative attitudes,and reshape the image of colleges and universities.Using the image restoration theory as a public opinion strategy,it is possible to analyze the effectiveness and mechanism of the use of the official discourse restoration strategy in colleges and universities.To construct a discourse system for colleges and universities to respond to online public opinion,it is necessary to grasp the“golden time”and give play to the authority of official response discourse,enrich discourse content and pay attention to the factual presentation of official response discourse,spread discourse emotions and seek the value recognition of official response discourse.