危机管理视角下高校网络舆情工作机制研究

Research on the Working Mechanism of Online Public Opinion in Universities from the Perspective of Crisis Management

近年来,随着各类网络自媒体平台的快速普及,全社会的舆论生态被重塑。高校能否做好网络舆情的治理工作,已经成为社会主义价值导向的重要风向标。依据罗伯特·希斯的危机管理4R模式,结合高校网络舆情事件,梳理高校网络舆情管理工作机制存在的问题,围绕缩减、预备、反应、恢复四个阶段,提出建立信息公开机制、舆情预警机制、风险研判机制、新闻发布机制、统筹协调机制在内的网络舆情工作机制,旨在为高校网络舆情工作机制提供建设性策略参考。

In recent years, with the rapid popularization of various online self-media platforms, the public opinion ecology of the whole society has been reshaped. As one of the main sources and distribution centers of online public opinion, whether colleges and universities can perform well in the governance of online public opinion has become an important sign of socialist value orientation. Based on Robert Heath’s 4R model of crisis management, combined with the repeated online public opinion events in colleges and universities in recent years, this paper analyzes the types of online public opinion crises currently faced by colleges and universities, sorts out the problems existing in the working mechanism of online public opinion management in colleges and universities, and proposes to establish an online public opinion working mechanism including information disclosure mechanism,public opinion early warning mechanism, risk research and judgment mechanism, news release mechanism, and overall coordination mechanism around the four stages of reduction, preparation, response and recovery. It aims to provide a constructive strategic reference for the working mechanism of online public opinion in universities.