政府网络危机公关研究(日本地震核泄漏引发的国内抢盐风波为例).doc

摘要：随着近几年来互联网的迅速发展，网络成为各种消息传播的捷径。虽然网络大大提高了信息沟通效率，但是由于网络自身的某些特点，也加剧了政府舆论危机的管理，让政府对舆论的控制变得弱化。本文主要采用个案研究法，结合对“日本地震核泄漏引发的国内抢盐风波”事件的回顾，来对政府网络危机进行进一步探究。本文通过该案例概括和分析了目前我国政府网络危机公关存在的问题以及问题背后的原因，得出了国民素质的强化、法律制度的构建和文化观念的转变是三个影响政府网络危机公关的重要因素的结论。提出要分别从这三个重要因素的不同角度来化解我国政府网络危机公关的方法与策略，以防范网络在政府舆论危机中产生的负面作用，使政府舆论朝着正确的方向发展。

关键词： 网络危机; 危机公关; 国民素质; 制度构建; 文化观念

Abstract: These years’ rapid development of the Internet has made it the shortcut to spread news. Although Internet significantly improves the efficiency of information exchange, due to its own characteristics, it complicates the government ’s management of crisis events and weakens its control over such events. Employing the case study method, by reviewing “the domestic salt rush caused by the nuclear leak after the earthquake in Japan”, this paper probes into the government’s Internet crisis. It summarizes and analyzes the problems as well as its underlying reasons existing in the government’s crisis public relation with the Internet. This paper comes to the conclusion that three important factors, namely, to improve national quality, to construct legal system and to change cultural concept have an impact on government’s crisis public relation with the Internet. This paper proposes that approaches and strategies to be made from the abovementioned three perspectives to prevent the negative effect of the internet on public opinions towards the government so that it can direct to the right way.

Key words: Internet crisis; Crisis Public Relations; National quality; System Construction; Cultural Concepts

　　危机管理是指对可能发生或已发生的危机事件进行预测、监督、控制和协调处理的全过程，其目的在于消除或降低危机所带来的威胁和损失。它是企业或政府为了应对突发的危机事件，抗拒突发的灾难事变，尽量使损害降至最低点而事先建立的防范处理体系和对应的措施。

　　本文认为在某种意义上，任何防止危机发生的措施、任何消除危机产生的风险的努力，都属于危机管理。危机管理就是要在偶然中发现必然，在危机中寻找有利因素，把握危机发生的规律，掌握处理危机的方法与计较，尽力避免危机所造成的危害与损失，并且能够缓解矛盾，变害为利，从而推动事态的健康发展。