网络时代背景下高校突发事件网络舆情应对研究——以H大学为例

Research on the Response to Online Public Opinion of Emergencies in Universities in the Internet Era—A Case Study of University H

摘要: 当今网络时代，信息传播的快速性与广泛性使得高校突发事件网络舆情成为影响校园稳定、高校声誉及社会形象的关键因素，也为高校舆情管理带来了诸多挑战。本文深入探究了网络时代背景下高校突发事件网络舆情的管理机制，以H大学为案例，采用文献研究法、半结构化访谈法开展实证研究，以舆情生命周期三阶段模型为基础框架，并引入情感公众理论，梳理该校舆情在潜伏期、扩散期、消退期的处置现状。研究发现，H大学存在舆情工作队伍专业性欠缺、跨部门协同不畅、技术保障薄弱、治理理念与制度体系不完善等问题。对此，本文从队伍建设、部门联动、技术升级、制度完善四个维度提出可落地的应对策略，构建全流程舆情治理体系，为同类高校优化突发事件网络舆情管理提供实践参考。

Abstract: In the internet era, the rapid and extensive dissemination of information makes online public opinion triggered by emergencies in colleges and universities a key factor affecting campus stability, institutional reputation and public image, which also brings multiple challenges to university public opinion management. Taking University H as a research case, this paper conducts empirical research by adopting literature research and semi-structured interview methods. Based on the three-stage life cycle model of public opinion and the affective public theory, this paper sorts out the current situation of public opinion response in the incubation, diffusion and recession stages. The research finds that University H is confronted with problems including insufficient professionalism of public opinion teams, poor inter-departmental coordination, inadequate technical support, as well as outdated governance concepts and imperfect institutional systems. Targeted practical countermeasures are proposed from four dimensions of team building, departmental linkage, technical upgrading and institutional improvement, so as to establish a full-process public opinion governance system. This study can provide practical references for similar colleges and universities to optimize the management of online public opinion arising from emergencies.