信息差距与危机沟通的优先次序——以山东非法疫苗事件为例

Information Gap and the Prior Order of Crisis Communication:Taking the Case of Illegal Vaccine in Shandong as an Example

信息缺乏是风险社会放大的主要原因之一,及时弥补信息差距是舆情应对的重要手段。以山东非法疫苗事件为例,采用内容分析法研究了7958条微博数据,从信息需求和供给两个方面分析了信息差距。信息差距既表现为数量不足,又表现为时间滞后、结构错位和信任度不高等问题,在事件发展的不同阶段具有不同表现。危机沟通的优先次序应依据信息的数量和质量差距而确定。在案例分析的基础上,构建了新媒体环境下的危机沟通模型,主张利用大数据分析危机事件中信息差距,从而对危机沟通的原则、内容、主体和渠道的优先性、组合性作出总体安排。

The lack of information is one of the main reasons for the increase of risk society,so to remedy the information gap in time is an important means of the response to public sentiment.Taking the case of illegal vaccine in Shandong as an example,this article studies 7958 microblog data by content analysis method,and analyzes the information gap from the two aspects of information demand and supply.It shows that the number of the information gap is insufficient,but also shows that the information gap,having different manifestations at different stages of the development of an event,has the problems of time lag,structural dislocation and low credibility.The prior order of crisis communication should be determined according to the information gap.Based on the case analysis,this article constructs a crisis communication model in the context of new media,and advocates that the big data can be used to analyze the information gap in crisis events,in order to make general arrangements for the priority and modularity of the principles,contents,subjects and channels of the crisis communication.