突发事件触发的高校网络话语权危机:困境与应对

The Dilemma and Response of the Universities’Network Discourse Power Crisis Triggered by Emergency Incidents

突发事件对高校网络话语权具有肢解真实性、瓦解利益代表性、消解价值性和分解引领力等负面作用,引发沟通危机、公信力危机、价值危机和领导权危机。其根源是社会变革利益冲突、网络技术运行短板、舆论场域多维夹击、网络群体极化效应和网络舆情应对失当叠加触发。高校可通过强化危机预警、抢占网络话语先机,处置失范行为、筑牢网络话语根基,改善舆论氛围、引导网络话语走势,注重恢复管理、规避话语危机反弹等措施,妥善应对网络话语权危机。

Emergency incidents have many negative effects of the universities’network discourse power,such as dismembering the authenticity,disintegrating the representativeness of interests,dispelling the value and dissolving the leading power.It causes the communication crisis,credibility crisis,value crisis and leadership crisis in universities.The reasons are the interest conflicts in social reform,the shortcomings of network technology,the multi-dimensional attack of network,the effect of network group polarization and the improper response to network public opinion.Colleges and universities can properly cope with the crisis of online discourse by strengthening crisis warning,seizing the opportunity of online discourse,dealing with unruly behaviors,consolidating the foundation of online discourse,improving the atmosphere of public opinion,guiding the trend of online discourse,focusing on recovery management,avoiding the rebound of discourse crisis and other measures.