政务舆情回应策略对政府形象修复的影响 ——情绪认知视角的有调节中介模型

【问题】当前舆情危机事件频发,网络舆情既可以提升政府形象也可以对政府形象造成负面影响,关键在于政府如何应对舆情。舆情事件中政府采取什么样的回应策略才能有效维护和修复政府形象?【方法】本研究从情绪认知视角出发,以公众情绪为中介和以回应策略为调节变量构建了有调节的中介模型,并通过2(事件责任:大、小)×3(回应策略:否认、借口、道歉修正)的组间实验设计进行证实。【发现】研究发现,当公众认为责任大的条件下,采用道歉修正策略(与否认策略、借口策略相比)更能缓解公众情绪,进而修复政府形象;当公众认为责任小时,采用道歉修正策略和否认策略(与借口策略相比)更能疏导公众情绪,进而修复政府形象。【贡献】研究突破了传统SCCT理论基于认知视角探讨形象修复的框架,从情感视角提出即使不改变大众对舆情事件起因的归因认知,通过有效回应来疏导公众情绪,也能达到修复政府形象的目的。

Repairing the Government's Image during a Public Opinion Crisis-A Moderated Mediating Model from the Perspective of Emotional Cognition

Motivation:Public opinion crisis events occur frequently.And,online public opinion can just as easily improve or diminish the government's image.How the government responds is the key.What response strategies can government use to repair itspublic standing?Methodology:From the perspective of emotional cognition,this study constructs a moderated mediating model with public emotion as mediator and response strategy as moderating variable.This was verified by a 2(event responsibility:large and small)×3(response strategy:denial,excuse,apology and correction)experiment.Findings:If people think government's responsibility is high,thenthe apology and correction strategy(compared with the denial strategy and excuse strategy)can alleviate people's emotions and repair the government's image.If people think the government's responsibility is small,then the apology and correction strategy and the denial strategy(compared with the excuse strategy)can alleviate people's emotions and repair the government's image.Contribution:Breaking with the traditional SCCT theory,and exploring image repair from the cognitive and emotional perspectives,wesuggest that even if public opinion about the causes of an crisisdoes not change,the government's image can be repaired by alleviating the public's emotion.