形象修复理论视角下高校网络舆情危机治理困境及路径优化

University Governance of Online Public Opinion Crisis in the Light of Image Repair Theory

高校形象是重要的无形资产,树立良好的大学形象是高校赢得社会肯定和信任的前提。面对新媒介环境的巨大变革,高校负面网络舆情危机事件频发,传统的高校网络舆情危机治理机制常常使高校形象受损。形象修复理论以修复和维护组织形象为核心要义,涵盖了否认、规避责任、消减敌意、修正行为、戒忍五大策略,为高校化解网络舆情危机提供了理论借鉴。针对高校网络舆情危机治理存在的问题,运用形象修复理论,可采取掌握好“黄金时间”,发挥高校官方应对话语的权威性;深入调查呈现事实,利用融媒体平台传播真情实况;纠正错误安抚公众,平等对话以获得舆论“共情”等优化措施,加强高校负面网络舆情的形象修复能力。

School image is the important intangible asset of a university and a good university image is the prerequisite for winning social recognition and trust.Faced with the tremendous changes in the new media environment,universities frequently encounter online public opin-ion crises and traditional countermeasures often damage their image.Image repair theory aims at repairing and maintaining organizational image,covering five major strategies:deni-al,avoiding responsibility,reducing hostility,correcting behavior,and abstaining from tol-erance.It provides theoretical reference for universities to handle online public opinion cri-ses.Image repair theory is applied to the analysis of the chaotic phenomena of online public opinion crises of universities and to the path optimization in repairing university image,which is of great significance for the high-quality development of China's higher education.