“双微时代”的危机传播趋势和影响因素研究--以2016年百度、携程事件为例

Crisis Communication Trends and Influencing Factors in "Double Micro Era" :Using the Examples of the Baidu and Ctrip Cases in 2016

以2016年百度出售贴吧、携程卖假机票事件的微信、微博和网络媒体的报道及评论(1月10日至"3·15"后的3月16日)为样本,挖掘社交媒体时代的危机传播趋势和影响因素。研究发现,与以往的危机事件网络传播不同,两事件的"双微"和网媒的传播趋势分爆发期、蔓延期和衰退期,72小时内形成峰值,5天后如无新话题嵌入,传播趋势衰退。用美国的"社交媒体危机传播模式"分析传播的影响因素,因为事件话题创立者与网民有相似的隐性利益,所以激起了大量网民成为话题追随者,而事件的深层次影响因素是"隐性危机主体"——政府,由于政府并未构建互联网商业道德及法律,因而类似的危机传播仍可能爆发。

This research explores the trends and its influential factors in social media crisis communication in China. Using the examples of the Baidu and Ctrip cases in 2016, the research scrutinizes the reports and comments on the Weibo, We-chat and the Internet media. Research results reveal three stages in these two events： break-out, spread and regress, and reveal a regression trend after 5 days in the events, if no new topic plugging in. In terms of the Social Media Crisis Communication Model, there is a latent and strong link between the topic creators and followers, so a multitude of Internet followers push these events became hot issues. In addition, because the government has not played a role in building up Internet ethics and regulations, it is likely that similar events would still Occur.