体育危机传播的理论溯源与研究进路

Theoretical Source and Research Approach of Sports Crisis Communication

体育危机传播研究是近年来国内外体育传播学的热点研究领域。立足危机管理中的"传播观点",主要使用Web of Science, SAGE,Springer, JASTOR,ProQuest等英文数据库和中国知网、万方、维普等中文数据库系统地搜索相关文献资料作为研究样本进行文本分析,对这一领域进行理论溯源并考察其研究进路。结果表明:体育危机传播作为危机传播研究的一个分支,可以将危机传播的研究取向即危机公关取向与危机修辞取向作为研究开展的理论指引。前者立足宏观层面,侧重危机主体的内外合作与沟通以及整体危机应对策略;后者则精于微观层面,关注危机主体应对危机的言辞,以达到挽救、修复形象的目的。国内外学者多采用个案研究法、内容分析法和文本分析法,从体育赛事危机、体育组织危机和运动员危机等研究视点对体育危机传播现象进行剖析,形成了有效的体育危机传播策略并分析了不同的危机传播策略效果,为组织或个人选择恰当的危机传播策略、有效应对体育危机提供了经验和借鉴,也使得体育危机传播的研究趋向学科化和理论化。

The study of sports crisis communication is a hot research field in recent years.Based on the “transmitted views” in crisis management, this paper mainly uses English databases such as Web of Science, SAGE,Springer, JASTOR,ProQuest and Chinese databases such as CNKI,Wanfang and Weip to systematically search relevant literature materials as research samples for text analysis to investigate the theoretical source and research approach in this field.The results show that as a branch of crisis communication research, sports crisis communication can take the research orientation of crisis communication, namely crisis public relations orientation and crisis rhetoric orientation, as the theoretical guidance of the research.Based on the macro level, the former focuses on the internal and external cooperation and communication of the crisis subjects as well as the overall crisis response strategy;The latter is good at the micro level, focusing on the crisis subject’s response to the crisis words, in order to achieve the purpose of saving and repairing the image.Domestic and foreign scholars mostly use case study method, content analysis method and text analysis method to analyze the sports crisis communication phenomenon from the research perspectives of the crisis of sports events, the crisis of sports organizations and the crisis of athletes, forming an effective sports crisis communication strategy and analyzing the effects of different crisis communication strategies.It provides experience and reference for organizations or individuals to choose appropriate crisis communication strategy and effectively deal with sports crisis.It also makes the research of sports crisis communication tend to be academic and theoretical.