论新媒体视角下的高校危机管理策略创新

On Strategy Innovation of University Crisis Management from the Perspective of New Media

随着社会自媒体化,新媒体已成为信息传播的新型传播模式和主流渠道,并呈现出传统媒体无法比拟的生机活力。作为一种介入社会生活的方式,新媒体是一柄"双刃剑",在危机事件传播中具有瞬间聚焦、迅速扩散、热点激活、叠加互动等效用。新媒体视角下高校危机管理策略创新,必须注重新媒体在危机预防中的思想引领与价值整合功能,在危机处理中的信息传达与舆论引导功能,在危机善后中的民意疏导与形象再塑功能,以有效治理高校危机,维护校园良好秩序,重塑高校良好形象。

With the rise of ＂we media＂, new media has become a new and primary medium of in-formation dissemination, and has incomparable vitality than traditional media. As a means intervening insocial life, mew media is a ＂double-edged sword＂, and performs such functions in crisis broadcastingas instantaneously focusing, rapidly spreading, hotspot activation and stacking interaction. From the per-spective of new media, we should lay stress on its roles of thoughts-leading and value integration ofnew media in crisis prevention, its roles of information transmission and public opinion steering in crisisintervention, and its roles of public opinion guidance and image rebuilding in crisis remedial action inorder to manage university crisis effectively, maintain order on campus, and improve the image of uni-versity.