Public Opinion Response To Management Crisis In Colleges And Universities

In recent years,the number of media reports on the management crisis of colleges and universities has increased,and the strong public attention and active audience participation have made the management of colleges and universities a "disaster area" for public opinion campaigns.In the face of frequent university management crisis events,universities have achieved certain results in the response to public opinions,but there are still some problems,which have a negative impact on the image of universities.It is an inevitable requirement to improve the management ability of colleges and universities in the new era to explore the public opinion response of management crisis events in colleges and universities.The paper analyzes the elements,characteristics and propagation rules of public opinion in university management crisis events.Under the framework of situational crisis communication theory,a classification method applicable to this study was constructed.The quantitative content analysis method was used to analyze the management crisis events of 48 universities with certain social influence in 2018-2020.The paper summarizes the current situation of public opinion response to management crisis in colleges and universities,and the results show that: the matching degree between theoretical response strategy and practical response strategy is high,the response effect of public opinion is uneven,"12-24 hours" and "48 hours later" are the most common university public opinion response speed,unexpected university management crisis event crisis response strategy hardline upgrade,university management crisis event public opinion response specific strategy fixed.At the same time,it analyzes the positive and negative typical cases of public opinion response,and finds that the situational crisis communication theory provides the correct direction for public opinion response from a macro perspective.In the face of complex university management crisis events,public opinion universities should also start from the micro level and pay attention to the content and way of public opinion response.In addition,there are problems such as insufficient risk awareness,insufficient utilization of information channels,weak awareness of public opinion guidance and inadequate handling of some public opinions in the management of crisis events in colleges and universities.Based on the interviews with relevant public opinion managers in universities such as uestc,the author summarizes six factors that influencethe decision-making of public opinion response in universities.And based on the case study,the author analyzes the public opinion response to the predicament of management crisis events in colleges and universities,and probes into the causes from the macro,middle and micro perspectives.It is found that the decision-making of public opinion response in colleges and universities is influenced by public opinion events themselves,relevant rules and regulations of colleges and universities,social psychology,social responsibility of colleges and universities,interests of colleges and universities,and management ability of public opinion of colleges and universities.At the same time,due to social anxiety,lack of public opinion literacy in ideological and political education system,endogenous resistance under university management,and distortion of personal values,universities are passively trapped in information disclosure dilemma,cognitive dilemma,responsibility dilemma and capacity dilemma.The paper holds that the purpose of public opinion response in universities is not only to repair the image but also to solve the social problems reflected behind the public opinion.In view of the causes of the occurrence of public opinions and the shortcomings in the response work,it is proposed that in the "pre-public opinion period" universities should introduce multiple forces to build the university security system and solve the prominent problems that may lead to the university management crisis.Colleges and universities should set up scientific public opinion response concept and improve the public opinion monitoring,public opinion guidance and public opinion after-treatment mechanism,so as to improve the ability of public opinion response.In addition,the author puts forward Suggestions on how to deal with the "offline + online" public opinion in university management crisis events under three different scenarios,and proposes four coping skills for public opinion at the micro level.