01
How publics react to situational and renewing organizational responses across crises: Examining SCCT and DOR in social-mediated crises
公眾如何對跨危機的情境和更新組織應對作出反應：社交媒體危機中的情境危機傳播理論和話語更新理論研究
作者：Xinyan Zhao, Mengqi Zhan, Liang Ma
社交媒體在網絡公眾中的盛行，呼籲開展更多關於組織如何在社交網站上進行有效的危機溝通的研究。本研究以情境危機傳播理論（SCCT）和話語更新理論（DOR）為基礎，考察在不同的危機集群中，社交媒體公眾的情緒是如何受到情境和更新組織應對舉措的影響的。收集了六次危機的Twitter數據，這些危機代表了三個不同責任歸因的危機集群（即模糊的、偶然的和可預防的）。我們對危機期間組織的官方推文（N=59）進行了內容分析，並對公眾在這些推文後的回覆（N=4340）進行了情緒分析。結果表明，公眾對組織的積極情緒受組織危機應對舉措的影響，包括信息的引導、同情、系統性組織學習和有效的組織修辭。我們建議危機管理者表達對公眾的同情，並組織學習，以防止危機再次發生。
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Abstract：The prevalence of social media among networked publics calls for more research regarding how organizations can conduct effective crisis communication on social networking sites. Based on the situational crisis communication theory (SCCT) and the discourse of renewal (DOR) theory, this study examined how social media publics』 sentiments were affected by situational and renewing organizational responses in various clusters of crises. Twitter data of six crises representing three crisis clusters varying in the responsibility attribution (i.e., ambiguous, accidental, and preventable) were collected. We conducted a content analysis on organizations』 official tweets during crises (N=59) and sentiment analysis on publics』 replies on Twitter (N=4,340). The results showed that publics』 positive sentiments toward organizations were affected by organizational crisis responses that included instructing information, sympathy, systemic organizational learning, and effective organizational rhetoric. We recommend that crisis managers express sympathy toward publics as well as organizational learning that prevents a crisis from happening again.
02
Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes
開發一個多層次的組織-公眾對話溝通框架，以評估社交媒體介導的災難傳播和參與結果
作者：Wenlin Liu, Weiai (Wayne) Xu, Jiun-Yi (Jenny) Tsai
對話溝通一直被認為是有效的組織公共關係的重要手段。然而，組織的災難傳播信息是否、如何體現對話溝通原則，以及不同的對話特徵如何與社交媒體上不同的公眾參與結果相關聯，尚欠缺理論探究。在組織-公眾對話溝通（OPDC）框架日益擴展，進入社會媒體介導災難傳播的趨勢下，我們提出了一個多層次的框架來評估災害管理組織在自然災害發生時在Facebook上發送消息的對話能力。本文採用內容分析、語詞分析和詞數統計（LIWC）方法對對話交際特徵的三個層次（即信息結構層次、話題層次和語詞層次）進行了研究。結果發現，媒體豐富性、修正和確認主題三者是所有類型公眾參與度的一致預測因子。同時，其他主題特徵和語詞特徵與公眾在災難中的認知、情感和行為參與之間的關係，呈現出較大的差異。
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Abstract：Dialogic communication has long been viewed as vital for effective organization-public relations. Yet, it is under-theorized whether and how organizations』 disaster communication messages may embody dialogic communication principles, and how various dialogic features are associated with different public engagement outcomes on social media. Extending the Organization-Public Dialogic Communication (OPDC) framework to the context of social media-mediated disaster communication, we propose a multi-level framework to assess the dialogic capacity of Facebook messages sent by disaster management organizations during a natural disaster. Three levels of dialogic communication characteristics (i.e., message structure-level, topic-level, and linguistic level) are examined using content analysis and Linguistic Inquiry and Word Count (LIWC). Results identified media richness, correcting, and confirming topics as three consistent predictors of public engagement of all types. Meanwhile, there exhibit greater variations regarding how other topical features and linguistic characteristics are related to public’s cognitive, emotional, and behavioral engagement during a disaster.
03
Mapping the structures of international communication organizations』 networks and cross-sector relationships on social media and exploring their antecedents
繪製國際傳播組織在社交媒體上的網絡結構和跨部門關係，並探索其前因
作者：Yuan Wang, Lu Guan
本研究以聯盟理論和集體行動理論為理論框架，考察國際非政府組織（INGOs）和政府間組織（IGOs）在社交媒體上的的全球網絡結構及其跨部門關係，並解釋這些關係的預測因子。更具體地說，我們進行了網絡分析，以考察國際傳播組織的網絡結構及其在Twitter上的跨部門關係。本研究發現，國際非政府組織和政府間組織更有可能在Twitter上與同一類型的組織建立跟隨關係。此外，他們的跨部門關係還受到教育程度和文化背景的影響。本文還討論了本研究的理論和實踐意義。
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Abstract：Grounded in the theoretical frameworks of the alliance theory and the collective action theory, this study examines the global network structures of international non-governmental organizations (INGOs) and intergovernmental organizations (IGOs) and their cross-sector relationships on social media and explains the predictors of the relationships. More specifically, we conduct a network analysis to examine the network structure of international communication organizations and their cross-sector relationships on Twitter. This study found that INGOs and IGOs are more likely to establish following relationships on Twitter with the same type of organizations. Furthermore, educational level and cultural context influence their cross-sector relationships. The theoretical and practical implications of this study are also discussed.
04
Public relations and customer service: Employer perspectives of social media proficiency
公共關係與客戶服務：僱主對社交媒體熟練程度的看法
作者：Karen Sutherland, Karen Freberg, Christina Driver, Umi Khattab
社交媒體增強了營銷和公共關係的整合。因此，公共關係專業人員必須適應，並發展他們的知識和技能，以在整個數字景觀的演進過程中與時俱進。公共關係專業人員日益關注的一個領域是在線客戶服務技能。這種通常被稱為社會關懷或客戶服務的技能專業化過程在行業和出版物中得到了廣泛的推廣和討論，但在學術研究中卻鮮有研究。本研究集中分析了一份來自396名僱主的調查報告，這份報告旨在探明僱主們最希望初入職場的大學生們能擁有的社交媒體技能。結果表明，比起社交媒體內容製作、戰略開發和分析等領域的熟練程度，僱主們更加看重大學生在社交媒體上的公共關係和客戶服務技能。這些發現對公共關係專業的潛在影響進行了探究，也對未來的研究進行了討論。
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Abstract：
Social media has enhanced integration between marketing and public relations. As such, public relations professionals have had to adapt and grow their knowledge and skillsets to stay relevant and current throughout the evolution of the digital landscape （Gesualdi, 2019). One of the growing areas of focus for public relations professionals has been customer service skills online. This specialization, often referred to as social care or social customer service, has been promoted and discussed heavily in industry circles and publications, but not in academic research. This study focuses on the survey results from 396 employers exploring the social media skills they most prefer university graduates to possess when entering the workforce. The results indicate that public relations and customer service are the social media skills most sought after by employers of university graduates ahead of proficiency in areas such as social media content production, strategy development and analytics. The potential implications of these findings to the public relations profession are examined and future research is also discussed.
05
De-motivating employees』 negative communication behaviors on anonymous social media: The role of public relations
去遏制員工在匿名社交媒體上的消極溝通行為：公共關係的作用
作者：Yeunjae Lee, Katie Haejung Kim
本研究以員工在匿名社交媒體上的消極溝通行為為研究對象，探討組織前因對降低員工消極溝通行為動機的影響。具體而言，研究了組織的對稱溝通和組織-員工關係（OER）對個人社交媒體使用動機（如發洩負面情緒、警告他人）和消極行為意向的影響。一項針對美國全職員工的在線調查結果顯示，組織-員工關係對員工消極溝通行為意圖的影響是由他們的社交媒體動機所調節的。對稱溝通對組織-員工關係有很大的積極影響，減少了他們在匿名社交媒體上分享消極內容的動機。本文討論了公共關係和員工行為的理論和實踐意義。
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Abstract：This study focuses on employees』 negative communication behaviors on anonymous social media and explores the effects of organizational antecedents on reducing their motives. Specifically, the effects of organizations』 symmetrical communication and organization-employee relationship (OER) on individuals』 social media usage motives (e.g., vent negative feelings, warn others) and negative behavioral intentions are examined. Results of an online survey of full-time employees in the United States show that the effects of OER on employees』 negative communication behavior intentions are mediated by their social media motives. Symmetrical communication had a large positive effect on OER, which in turn decreased their motives to share negative contents on anonymous social media. Theoretical and practical implications for public relations and employee behaviors are discussed.
06
Crisis collective memory making on social media: A case study of three Chinese crises on Weibo
社交媒體上的危機集體記憶構建：以微博上的三次中國危機為例
作者：Xing Zhang, Elmie Nekmat, Anfan Chen
社交媒體用戶集體（重新）構建敘事，以創造關於過去危機的記憶。在本研究中，我們將集體記憶的概念與以公眾為導向的危機傳播方法聯繫起來，研究不同的社會行為體（政府、組織和公眾）如何在中國的社交媒體平臺——微博上展示危機應對框架和集體記憶敘事。對9238篇關於三次國家危機（2010年玉樹地震、2015年天津爆炸和2018年疫苗醜聞）的不同博文進行內容分析後發現，中國公眾傾向於採用社會問題和指責框架，而政府和組織更傾向於使用告知和糾正行為框架。在回想和重構危機記憶時，中國公眾更多地使用了權力和爭論敘事，政府則更多地採用了民族主義敘事；在三次危機和三個社會行為體中，創傷敘事是主導敘事。危機應對框架中的責備、信任和糾正行為分別與權力和爭論、英雄主義和民族主義的敘述顯著相關。討論了對未來社交媒體危機集體記憶形成研究的理論啟示以及對政府危機傳播的建議。
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Abstract：Social media users collectively (re)construct narratives to create memories surrounding past crises. In this study, we connect the concept of collective memory with a public-oriented approach to crisis communication to examine how crisis response frames and collective memory narratives were displayed by different social actors (government, organizations, and publics) on one of China’s social media platforms, Weibo. Findings from a content analysis of 9238 unique posts on three national crises (the 2010 Yushu Earthquake, the 2015 Tianjin Explosions, and the 2018 Vaccine Scandal) reveal that Chinese publics tended to adopt social issue and blaming frames, while the government and organizations were more prone to using informing and corrective action frames. When recalling and reconstructing crisis memories, Chinese publics used more power and contestation narrative, while the government frequently adopted the nationalism narrative; with trauma being the predominant narrative displayed across the three crises and social actors. Crisis response frames of blaming, crediting, and corrective action were significantly associated with narratives of power and contestation, heroism, and nationalism, respectively. Theoretical implications for future research on crisis collective memory making on social media and suggestions for governmental crisis communication are discussed.
責編：韓曉茜