Coping Strategies And Effects Of College Network Public Opinion Crisis In The New Media Environment

With the rapid development of science and technology and information technology,the coverage and influence of the Internet have penetrated into all aspects of our social life.The high-speed and networked information dissemination has also continuously accelerated the speed of crisis dissemination and expanded the scope of crisis dissemination.The possibility of secondary public opinion crises after the crisis has also greatly increased.increased difficulty.This paper collects,integrates,and sorts out the relevant researches of domestic and foreign scholars on the topic of online public opinion crisis.Based on the background of new media,based on the situational crisis communication theory and media effectiveness theory,it constructs a response to the online public opinion crisis in colleges and universities.The research model,combined with case analysis method,content analysis method and other research methods,conducts empirical research,and explores several responsibility attribution variables of colleges and universities’ crisis history,crisis type,crisis response strategy used,crisis situation-crisis response strategy matching Whether there is a significant correlation with media performance.On the basis of comprehensively sorting out the relevant research results of SCCT theory and MET theory,this paper selects three cases of college network public opinion incidents for the measurement of different research variables-"Master of the University of Chinese Academy of Sciences publishes inappropriate remarks on overseas social media.Incident","Suspected Formaldehyde Excess Incident in Jilin University New Dormitory","Wuhan University of Technology Freshman Boy Falling to Death Incident" for analysis.After collecting the online report texts related to the three cases,the content analysis and coding are carried out,and the unit of the report text is carried out in four dimensions: the history of the crisis in the university,the type of crisis the university belongs to,the crisis response strategy,and the matching situation of the crisis situation and the crisis response strategy.Content coding,and finally draw conclusions after chi-square test of relevant data.The research results show that: crisis history has no direct correlation with media effectiveness;crisis type has a significant impact on media effectiveness;crisis type clusters in universities have a significant impact on media effectiveness;crisis situation-response strategy matching has a significant impact on media effectiveness.Based on the above conclusions and combined with the current situation of colleges and universities,this paper puts forward some suggestions on the crisis response strategies and crisis management of college network public opinion from the aspects of management concept,clear social responsibility,grasping the timing of crisis response,selection of response strategies,and use of technical means.Feasible advice.On the one hand,from the perspective of situational crisis communication theory,colleges and universities should judge the crisis situation they are in in the complicated network public opinion,and choose corresponding response methods and strategies to deal with different crisis situations;In terms of crisis response,colleges and universities should be people-oriented,take people’s emotional factors into account in the method of crisis response,and maintain good communication and exchanges with relevant public opinion and stakeholders;at the same time,in the new era of development,Colleges and universities should establish new ideas and introduce new methods when dealing with the crisis of online public opinion.Only by continuously innovating and advancing with the times can colleges and universities be in the leading position in responding to the crisis of online public opinion and give the public a satisfactory answer,so as to do as much as possible.The remedial work after the crisis occurs,and then effectively maintain the university’s own image,and get rid of the dilemma of the network public opinion crisis as soon as possible.