基层政府危机沟通中的政策叙事:作用机理与优化策略

Mechanism and Strategy for Grass-Roots Government’s Policy Narrative in Public Crisis Communication

公共危机中政策信息如何被叙述,直接影响着政府危机沟通的效果。公共危机事件中基层政府的政策叙事能够有助于人们形成客观准确的危机认知、在情感上支持并遵守危机防控政策、及时切断危机谣言传播、促进危机防控政策的创新扩散,有效地推动政府与社会之间的危机沟通。实践中,基层政府常面临四方面挑战:无叙事与民众风险认知偏差,叙事形式欠缺与社会情感有限支持,叙事内容不佳与多元叙事冲突,叙事衔接不畅与危机恢复滞后。可通过强化基层政民互动、优化叙事策略、拓展沟通渠道和及时调整叙事内容,提升政府危机沟通的效果。

How policy information is organized and narrated in public crisis has direct impacts on the effect of crisis communication.It turns out that grass-roots governments’policy narratives in crises help people form objective and accurate crisis awareness,comply with crisis prevention and control policies emotionally,cut off the spread of crisis rumors in time,and promote diffusion of crisis prevention and control policies.Actually,there are four challenges for grass-roots governments:nonarratives and deviation of the public’s risk perception,narrative form absence and limited support,poor narrative content and multiple narratives conflicts,poor narrative connections and lagging crisis recovery.Regarding this,grass-roots governments can improve policy narratives by strengthening interaction between governments and civils,optimizing narrative strategies,expanding communication channels,and adjusting narrative content in time.