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随着数字媒体的普及,数字传播使得不同区域、社会、文化群体之间的网络化和参与化程度越来越高。建立于传统媒介时代的“形象修复理论”“情境危机传播理论”等危机传播主流理论,已无法充分解释利益相关者在危机应对中所面对的复杂性,危机传播领域亟待理论和范式的转换。本研究提出了危机传播的跨文化转向,用修辞舞台微观模型对大中华地区发生的案例“帝吧出征Facebook”事件进行多元声音路径的分析,以论证危机传播如何应对数字传播所带来的跨文化性及理论转型需求。
With the popularization of digital media, digital dissemination has led to a growing network and participation among different regions, communities and cultural groups. The mainstream theories of crisis communication such as “image restoration theory” and “situational crisis communication theory” established in the era of traditional media have failed to adequately explain the complexities faced by stakeholders in response to crisis and the theory of crisis communication needs urgent solution And paradigm shift. This study proposes a cross-cultural shift in crisis communication and uses a rhetorical stage micro-model to analyze the multi-voice path in the case of Great Empire in China in order to demonstrate how crisis communications should be brought about by the digital transmission Cross-cultural and theoretical needs of the transition.