突发危机中非官方正能量信息传播的影响因素研究

Factors Influencing Positive Online Information in Crisis Communication

在以社交网络为主导的突发危机非官方传播中,虽然存在着一定数量的正能量信息,但对改善公众的客观认知、积聚正面的社会情感与促进危机响应的行为意愿等方面仍未能充分发挥明确的导向作用。本文基于社交媒体的危机信息传播模型(SCCM),对四种不同类型突发公共危机的微博信息进行文本挖掘和统计分析,探讨了影响网络正能量信息传播的因素。研究发现:(1)危机事件的类型是造成非官方正能量信息在道德性、认知性、情感性和行为性四个维度出现热词分布差异的主要原因;(2)危机信息的真实性、信息蕴含的积极情绪、官方媒体的参与度和危机事件中责任归因的明确性是影响非官方正能量信息传播最重要的因素;(3)"危机事件属性"下同类危机的发生频率和"媒介参与属性"下社交网络用户的参与度并未对非官方正能量信息的形成与扩散产生显著影响。

During the crisis communication, the positive online information can't have much greater influence to the public. Based on the 'Social-Mediated Crisis Communication Model'(SCCM), this study investigates the factors that influence positive online information communication. We extract 30 days data of each 4 public crises from the online platform and the keywords of positive online information. Through the correlation analysis, the result shows that the type of crisis is the primary factor that makes the difference of hot words distribution. Besides that, the authenticity and emotion of crisis information are the most important 2 core elements of positive online information dissemination. The harmfulness of crisis, the clear crisis responsibility and authoritative media participation also can enhance the positive impact on the dissemination of positive online information. However, it is not related to the frequency of similar crises and the participation of social media users. For this reason, we made the suggestions on strengthening the propagation force of the positive online information.