Research On The Response Strategy Of Negative Network Public Opinion In Universities Based On SCCT

In recent years,negative online public opinion in universities shows a trend of gradually increasing in number and great influence,and such online public opinion usually comes from crisis events in universities.In a media communication environment where everyone has a "microphone" and everyone is a "We Media",the way for the public to obtain,spread and share information is becoming more and more convenient.At present,in the face of negative online public opinion in domestic universities,some universities respond effectively to calm the public opinion,while some universities respond improperly,but expand the negative influence.It is of great significance for universities to improve the effectiveness of response to negative online public opinions to maintain the image of universities,the security of ideology,the harmony and stability of society and the development of higher education.This paper takes the situational crisis communication theory(SCCT)as the theoretical basis,and carries out research through literature research and induction,controlled experiment,text analysis,case analysis and interview method.First of all,it systematically sorts out the relevant literatures at home and abroad,summarizes the current development trends,and systematically constructs the classification of college crisis.An experimental model was designed.A 2×2×3 inter-group factor experiment was conducted to artificially manipulate the crisis situation,and 4 research questions and 8 research hypotheses were proposed.374 experimental data were analyzed by SPSS22.0 to discuss whether the SCCT theory was applicable in the context of universities in China.Through text analysis,this paper summarizes the characteristics and current situation of 137 negative online public opinion cases in domestic universities in recent five years,including public opinion summary,crisis type,crisis response strategy,communication characteristics,and audience feedback.In addition,the case study method and in-depth interview method were used to supplement the blind areas of the experimental method.Combined with the SCCT theory,the paper focused on digging,sorting out and analyzing the current situation,causes and solutions of online public opinion response in universities,and put forward relevant countermeasures and suggestions.The results show that SCCT has a high degree of adaptability in the context of Chinese universities,and can basically be used as a guide for universities to deal with online public opinions.In the case of negative online public opinion,universities should take the right time,calmly deal with it,actively respond and adopt reasonable response strategies.In the case of no crisis history,the victim crisis is denied,the accident crisis is downplayed and the preventable crisis is reconstructed.In the case of crisis history,the victim crisis adopts the desalination strategy,and the accident crisis and the preventable crisis both adopt the reconstruction strategy.At the same time,universities should also strengthen the construction of internal control,so as to "prevent before it happens" and prevent the occurrence of crisis events from the source,so as to nip the negative network public opinion in the bud.In this study,localization of SCCT theory was explored,and experimental methods were used to verify the matching degree and application status of the context in Chinese universities,so as to enrich the application fields of the theory.It also systematically constructs the crisis classification of universities,and offers proposals for universities to respond to the negative network public opinion,which provides some work guidelines and reference schemes for universities to deal with the negative network public opinion,which has strong theoretical and practical significance and value.