危机沟通视角下微博舆情演变路径研究

Study on Evolutionary Pathways of Microblog Public Opinion from the Perspective of Crisis Communication

当前,微博已经成为网民的主要交流方式,也成为社会舆情的主要发源地和传播推手。分析和厘清微博舆情的2条演变路径和危机沟通视角下微博舆情的3条演变路径,掌握它们的演变规律,可以帮助危机管理者根据危机传播的内在机理,有效消除或化解舆情危机,达到良好的沟通效果。

At present,Microblog has become the main way of communication by the internet users.It is also the main source of social public opinion and a push-hand of spreading.By analyzing and clarifying 2 evolutionary pathways of Microblog public opinion and 3 evolutionary pathways of Microblog public opinion from the perspective of crisis communication,and learning their evolution patterns,crisis manager can effectively remove or dissolve the public opinion crisis and achieve better communication effect based on the inner mechanism of the crisis spreading.