商业传播中的网络争议性话题及其伦理省思

Contentious Topics of Network in Commercial Communication and Their Ethics Reflection

网络争议性话题因争议的多样性,主体的多元性,解析的多面性以及较高的传播势能和较持久的传播动能,而备受商业传播青睐,很多企业不仅参与网络争议话题的制造,还主动卷入并引导已有的争议性话题,最终形成舆论并引发自动传播。然而,由于网络场域的去中心化、边界的泛化、用户的多元化,往往导致网络争议性话题具有极大的不确定性。商业传播中的网络争议性话题犹如一把双刃剑,它虽然为企业收获关注度,却可能降低企业的美誉度,而且它还可能引发系列道德伦理危机,如违反新闻伦理,引发舆论失控危机,制造社会紧张和冲突对立等。

Because of the diversity of disputes,pluralistic publicity,the multiplicity of answers,the higher potential and the longer-lasting energy of communication,network controversial topics are favored by commercial communication.Many enterprises not only participate in the production of network controversial topics,but also actively guide existing controversial topics,eventually form public opinion and automatically trigger communication.However,due to the decentralization of the network field,the generalization of the boundary,and the diversification of users,network controversial topics often lead to great uncertainty.Internet controversial topics in business communication are like a double-edged sword.Although it pays attention to enterprises,it may reduce the reputation of enterprises.Moreover,it may also cause a series of moral and ethical crises,such as violation of journalistic ethics,triggering a crisis of public opinion out of control,creating social tension and conflict.