网络舆情走势下的钦州学院形象提升策略研究

A Study on the Strategies of Improving the Image of Qinzhou University under the Public Sentiment Trend of Network

网络传播使个人自主意识与社会动员能力凸显,在多音齐鸣现状中,突发事件舆情传播成为常态,给社会组织造成极大的压力,钦州学院形象建构与传播面临挑战。在网络传播环境下对钦州学院形象提升进行策略研究是主要之点,着眼于构建网络问政机制,遵循并利用好网络传播规律,在科学设置议程中加强网络创意策划活动,提升网络媒体传播力,建立危机管理和应急机制,积极应对突发性事件,掌握钦州学院形象塑造主动权。

Internet communication highlights the individual independent consciousness and ability of social mobilization. Under the present network situation, the fast spreading of emergent events has been a normal state, which imposes great pressure to social organizations and institutes. Qinzhou University has been facing the challenge of setting up and transmitting its public im- age. Focusing on strategies of improving the image of Qinzhou University under the public sentiment trend of network, the thesis aims at constructing the network administration mechanism. It is also suggested that Qinzhou University should take the initiative in hands by the following strategies ： abide by and take advantage of the rule of network broadcasting, take network planning into consideration in the agenda setting so as to improve the network transmissibility, build up crisis management mechanism and emergency mechanism and deal with the emergent events with a positive attitude.