國軍媒體事件語藝回應的重要及其策略運用－危機傳播的觀點

The Importance and the Strategies of the ROC Military'S Crisis Management Technique-From a Communication Perspective

徐蕙萍(Huei-Ping Hsu)

《復興崗學報》 89期 (2007/06) Pp. 107-131

https://doi.org/10.29857/FHKAJ.200706.0005

摘要

在當前媒體競爭激烈的生態環境下，動輒以SNG電視轉播車的現場連線報導，發言人在第一時間就必須面對媒體做說明，容許決策思考的時間是極為短促，可是這在第一時間的言語說辭運用得宜與否的所謂語藝回應，對危機是否得以化為轉機，卻有著關鍵性的影響。
本研究採取文獻探討方式，首先探討傳播媒體何以在危機溝通上具有如此的重要性；繼則，探究語藝的意涵及語藝回應在危機傳播中的關係與影響；最後是本文的重心所在－「危機發生時的第一時間應如何說？以及說什麼」探討國軍媒體事件處理時有哪些語藝回應策略及應用等問題。

關鍵字

語藝 ； 危機傳播 ； 危機反應策略 ； 辯解策略 ； 形象修復策略

並列摘要

In the highly competitive media environment today, it has become common that TV stations using SNG to live broadcast news events live. Spokespersons, facing such conditions, often have to make briefings to media upon immediate inquiries. Thus the time allowed for strategic thinking and advanced preparation is extremely short. However, the so-called ”rhetoric”, the adequate and precise delivery of verbal languages, plays a vital role in transforming potential crises into opportunities.
This paper adopts two approaches: historic and file analysis. First, it examines why the media play an such important role in crisis communication. Secondly, it explores the connotation of rhetoric, the role and influence of rhetoric response in crisis communication. Lastly, it focuses on the core of this paper-how to respond at the very beginning of the crisis. It deals with rhetoric response strategies and application issues related to militia military.

並列關鍵字

Rhetoric ； Crisis Communication ； Crisis Response Strategies ； Apologia Strategies ； Image Restoration Strategies