危机情境、沟通策略与媒体报道――再探沟通回应模式之多个案比较研究


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AMulticaseStudyRevisitingtheCommunicativeResponseModelHUANGYi-HuiAbstractThisstudyfocusesontherelationshipsamongcrisissituations,crisisresponsestrategies,andmediacoverage.Theauthorexaminesfourpoliticalcrisissituationsandthestrategiesusedtomanagethem;adoptsacomparative,multicase,holisticresearchdesign;usestypicalcontentanalysisproceduresfordataanalysis;andappliespattern-matchinglogictocomparethedataagainstatheoreticalmodel,thecorporatecommunicativeresponsemodel.Morethan1,220newsarticlescoveringfourpoliticalfigures’crisesareexamined.Resultsindicatethattheuseofdenialinacommissionsituation,justificationinastandardssituation,andconcessioninanagreementsituationincreasedpositivemediacoverage.Theresultsalsosuggestthatforallbuttheagreementsituation,acombinationofcrisiscommunicationstrategieswasthemosteffectivestrategytoemploy.Thisstudyhastheoreticalandpracticalimplicationsforthesymbolicapproachingeneralandforcrisiscommunicativeresponsesinparticular.Keywords:crisissituation,communicativeresponsemodel,mediacoverage,Taiwan,multiplecasestudyTheChineseJournalofCommunicationandSociety,1(2006)
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