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研究生:莊靜怡
論文名稱:風險認知、危機溝通策略與形象報導之關聯—以兩岸媒體對「杜邦鐵氟龍事件」的報導為例
指導教授:黃懿慧黃懿慧引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:新聞研究所
學門:傳播學門
學類:新聞學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:115
中文關鍵詞:風險認知危機溝通策略形象報導跨地區比較
相關次數:
  • 被引用被引用:13
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本研究以「杜邦鐵氟龍事件」為個案,海峽兩岸的媒體報導為研究對象,描述與比較媒體報導所呈現的杜邦公眾風險認知、杜邦的危機溝通策略與媒體形象報導,並以杜邦的媒體形象報導作為應變項,進行變項間的關聯性研究,藉跨地區的比較,討論背後可能的文化意涵。

本研究的主要研究結果分成三部分:
(一)風險認知:研究結果顯示,「個人暴露於風險之中」「後果嚴重」「對風險有控制權」三項風險特質,最能解釋和預測公眾感到危險的程度。在杜邦與其公眾的比較上,杜邦較常採用量化或然率來詮釋風險,作為其否認風險危害的輔助工具。在海峽兩岸的比較方面,呈現在台灣媒體報導中的公眾,比較認為風險的「後果嚴重」,中國大陸的媒體報導裡,公眾則較感到該風險「可佈」、對於該風險的相關知識較低。

(二)危機溝通:研究結果發現,杜邦最常使用「否認」、「提供資訊」、「討好」策略,貫徹了「相信,而不是原諒杜邦」的訴求。此外,杜邦在二地所採取的危機溝通策略並無顯著差異,杜邦並未因應地區不同而改變溝通策略。在組織形象報導方面,分析結果顯示,杜邦在「道德」、「信譽」方面遭受到質疑,與中國大陸媒體報導相比較,杜邦在台灣媒體報導所呈現的形象,信譽較低、較不能信任。

(三)風險認知與危機溝通間的關聯:研究結果顯示,危機溝通策略和媒體對杜邦的形象報導間,並無顯著關聯,不過風險認知對於杜邦形象報導的影響達到顯著水準,當公眾的風險認知愈高,組織形象報導愈差,而風險認知影響組織形象報導的程度,台灣大於中國大陸。此外,本研究分別檢驗地區差異、風險認知作為危機溝通策略和形象報導間中介變項的可能性,結果發現,危機溝通策略和風險認知會交互影響組織形象報導,風險認知作為危機溝通策略與組織形象報導中介變項的關聯效果模式,獲得支持。

本研究根據上述發現,對「風險認知」和「危機溝通」作出理論與實務上的回應與建議。
第一章 緒論 1
  第一節 研究背景 1
  第二節 理論基礎 4
  第三節 研究對象 8
第四節 研究目的 13

第二章 文獻探討 15
  第一節 媒體報導的跨地區比較 15
  第二節 風險認知 17
  第三節 危機溝通 30
  第四節 風險認知與危機溝通間的關聯 38
  第五節 研究架構與研究問題 42

第三章 研究方法 45
  第一節 個案研究法 45
  第二節 研究設計 46
  
第四章 資料分析與研究發現 53
  第一節 「杜邦鐵氟龍事件」之背景 53
  第二節 研究結果 57

第五章 結論 77
第一節 研究發現 77
第二節 對理論與實務的回應與建議 88
第三節 研究限制與建議 97

參考文獻 101
附錄一:編碼表 110
附錄二:編碼須知 113
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