CAJ | 학술논문

本研究以危机情境沟通理论（SCCT）作为分析框架,探讨双汇在瘦肉精事件的危机情景、危机归因、沟通策略以及沟通效果。结果显示,双汇将瘦肉精事件归类为＂事故型＂危机,以淡化型沟通策略为主要应对策略,虽然与Coombs的情境对应策略匹配表不相符合,但却效果较好。其原因在于该危机的具有责任主体,政府作为其中的一个责任主体,在危机的解决中起到关键性的作用。因此,本文认为,在政府主导媒体的大环境下,一旦危机关涉到政府的利益,政府的介入与引导对危机的解决十分重要,并据此提出建议,如果研究者试图结合中国社会环境和现状来完善危机情境理论,或者实现危机情境理论的本土化,可以考虑将政府作为重要的变量,该变量可以从两个指标来界定,一是组织与政府的关系,二是危机对政府利益的影响程度。
본연구이위궤정경구통이론（SCCT）작위분석광가,탐토쌍회재수육정사건적위궤정경、위궤귀인、구통책략이급구통효과。결과현시,쌍회장수육정사건귀류위＂사고형＂위궤,이담화형구통책략위주요응대책략,수연여Coombs적정경대응책략필배표불상부합,단각효과교호。기원인재우해위궤적구유책임주체,정부작위기중적일개책임주체,재위궤적해결중기도관건성적작용。인차,본문인위,재정부주도매체적대배경하,일단위궤관섭도정부적이익,정부적개입여인도대위궤적해결십분중요,병거차제출건의,여과연구자시도결합중국사회배경화현상래완선위궤정경이론,혹자실현위궤정경이론적본토화,가이고필장정부작위중요적변량,해변량가이종량개지표래계정,일시조직여정부적관계,이시위궤대정부이익적영향정도。
This research employs Situational Crisis Communication Theory as analysis frame to discuss the crisis situation,crisis attribution,and communication strategies and media effect of these strategies of Shuanghui Corporation when it was in crisis of Clenobuterol hydrochloride event.Results shows that this crisis should be an accident,and shuanghui corporation mainly used diluted response strategy,although it did not match the system of situation and response of Coombs＇,it achieved a obvious positive media effect.The reason is that the Chinese central government was also involved into this crisis,and acted a very important role in crisis solving.So this paper puts forward that in china media are dominated by government,once the benefits of government are affected by crisis,government will intervene the crisis which is a key element for crisis solving.And according to this,this paper proposes that if the researchers want to combine Chinese situation to develop SCCT,or investigate the local use of SCCT,he or she must take government into consideration as a key factor,and this factor may be defined from two dimensions,first,the relationship between corporation and government;second,the degree of government is involved into the crisis.