论危机事件中电视媒体对舆论生成的影响.doc

摘要:在危机事件中，媒体所能起到的传播真相、生成并引导舆论、弥合政府与公众裂痕等作用绝对不可替代。而在社会媒体和传统媒体不断融合共生的今天，仍旧是社会第一媒体的电视媒体如何利用自身公共空间的属性在公正及时深度的报道之下最大限度的安抚公众情绪，维护社会稳定、发挥电视强大优势，无疑是现代电视新闻危机事件报道的题中之义。本课题以南京7·28爆炸案为具体案例，综合近年来国内外媒体处理危机事件的样本，运用实证分析法中的定性与定量分析，考察危机事件中电视对舆论的产生、演变规律的影响。从传播学和舆论学的角度评析电视媒介对舆论危机进行正确引导的策略和技巧，并具体运用AHP建模来分析新闻媒体的应急能力、议程设置的实际效果，旨在传媒本质规律里寻找互动融合的协同作战方式，更好的履行传媒社会责任。

关键词：危机事件、舆论生成、公众舆论

Abstract:When crisis emerges,it’s irreplaceable for media to play a role in communicating the truth,generating and guiding the Public opinion,narrowing the gap between public and the government. Today,social media and traditional media are mixing increasingly,TV is still the first media in our society especially in crisis.How TV use it's fair public space in a timely ,depth reporting manner under the maximum pacifying the depression of public,maintaining social stability and taking advantages of itself appropriately is significant. This subject takes the Nanjing 7.28 explosion as sample,integrates the events of media handling crisis at home and abroad in recent years ,uses Qualitative and Quantitative Analysis to inspect the influence of television on public opinion and the impact of it's evolution.From the perspective of science of Communication and Public opinion,this subject comments on the TV reporting strategy in the crisis and use AHP modeling to analysis the news media's emergency response capabilities and its actual effect of Agenda setting.All the work is aimed at searching interactive way of coordinated operations in the nature of media law so as to take media's the responsibility of the society better.

Key words:crisis,public opinion generating,Public opinion

　　　危机事件的电视媒体报道没有跳出一般危机事件报道的普遍做法，即按照时间的发展有详略的进行灾情跟进、领导人活动、社会各界救援、有关部门善后处理等报道，将公众对危机本身的关注逐渐转移到危机处理过程中的大爱精神弘扬和危机之后的教训吸取之中，但是在整个事件的应急和反映能力上较好，引导社会舆论维护社会稳定方面效果明显。本文经由定性和定量的实证研究方法，从事发后的公众舆论和各媒体表现为切入点，重点总结了电视媒体的独特影响力并科学系统地再现了电视媒体处理危机事件的报道策略和实际对舆论生成的影响过程，遍寻传播理论一个得到实例释放的出口。最后，本文探索全媒体时代电视媒体的运作、策略、公关无非就是期待常态环境下的储备能够换来危机事件中电视媒体精准的专业报道和入微的人文关怀，期待电视媒体能够用理智不迫的表现来镇定慌乱之中的公众情绪，在随时可有不测风云和浅滩暗礁的深海航行中发出掷地有声的呐喊。