2016年年會論文 | 返回論文列表 |
篇名 自嘲、敘事與危機傳播
Self-mockery, narratives and crisis communication
作者 姚惠忠、汪睿祥、付航、 賴裕濱
中文摘要

本研究針對天貓購物網站宣傳數字失誤所引發之危機事件,以文本與內容分析法,探討自嘲策略之敘事結構、策略類別與其傳播效果。研究發現自嘲是一種回應形式,在內容上可能是藉口或假道歉;自嘲在功能上具有轉移注意之作用。傳播效果上,危機回應形式比回應內容重要。本研究也發現,當組織之錯誤乃無心、與專業無涉、且無受害者情境下,適用自嘲策略。

英文摘要

Based on the case of a Chinese online website Tmall.com’s erroneous promotional figures, this study employed text and content analysis to explore the narrative structure, strategy category, and communication effect of self-mockery strategy. The study found that self-mockery strategy is a response form, equivalent of excuses or false apology; self-mockery strategy can divert attention. In terms of communication effects, response form is more important than content. The study also found that self-mockery strategy is appropriate when the mistakes that organizations make are unintentional, professionally irrelevant, and when there are no victims involved.

中文關鍵詞 自嘲策略、敘事分析、危機傳播效果、危機情境、天貓購物網站
英文關鍵詞 self-mockery strategy, narrative analysis, crisis communication effects, crisis situation, Tmall.com
發表日期 2016/06/19
授權狀況 已授權
全文下載 自嘲、敘事與危機傳播