表达的具象度与距离感:危机传播模式中两个关键性变量的效应评测

The concreteness of expression and the distance perception:Effect evaluation of two key variables in the crisis communication model

危机回应是一种有说服力的沟通方式,是组织为了避免或减少舆论危机对其声誉产生不良影响的常用方法之一。然而,危机回应时组织应该“如何说”在很大程度上被研究者所忽视。本研究利用双重编码理论和解释水平理论构建有调节的中介模型,检验传播表达模式的具象度对组织声誉的影响。研究结果发现,在危机情境中组织采用高具象度的传播表达模式会给组织声誉带来积极影响,该影响是通过受众对回应信息的可理解性起作用的,但这一过程会受到距离感的调节。高具象度的危机回应将为被受众感知距离接近的组织带来更高的组织声誉;相反,低具象度的危机回应将为被受众感知距离遥远的组织带来更高的组织声誉。

Crisis response is a persuasive form of communication,one of the common method to avoid or reduce the damage to organizational reputation when faced with a crisis in public opinion.However,the“how to say”in organizational crisis response has been largely ignored by researchers.This study uses dual coding theory and construal level theory to construct a moderated mediation model to test the effect of concreteness of communication expression style on organizational reputation.The results of the study showed that,in a crisis situation,the communication expression style of high concreteness adopted by an organization will have a positive impact on the organization’s reputation,the effect is mediated by the audience’s comprehensibility of the response message,but this process is moderated by the distance perception.High concreteness crisis response will bring higher organizational reputation for organizations perceived to be close to the audience.On the contrary,low concreteness crisis response will bring higher organizational reputation to organizations perceived as distant by the audience.