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全媒体时代不当宣传的表现、风险与规避策略

The Performance, Risk and Avoidance Strategy of Improper Publicity in Omnimedia Era

China News Review / 2022,3(3): 8-17 / 2022-08-10 957 542

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• Authors: 胡沈明 罗曼琪
• Information:

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• Keywords:
  Positive publicity; Impropriety; Risk; Grand scheme
  不当宣传; 舆论; 风险; 大局
• Abstract: Positive publicity is an important principle of news operation in China. However, there are lack of attention to the improper behavior and the Malpractice of positive publicity. Through summing up the typical cases in recent years, the study found that the main performance of positive miscommunication is the correct goal, the misuse of means. The main risks it brings are loss of image, failure of crisis management and public opinion attack. Avoiding the risk of inappropriate positive publicity requires media operators to have Grand Scheme, understanding the policy and pay attention to the social mentality comprehensively. 正面宣传为主是我国重要的新闻运行原则，然既有研究多关注如何做好正面宣传，对不当宣传行为却缺少关注。通过总结近年的典型案例，研究发现不当宣传主要表现为目标正确，手段误用上。其带来的风险主要是形象受损、危机处理失败、遭遇舆论攻击等。规避宣传失当的风险需要媒体运营者胸怀大局、全面理解政策并关注社会心态。
• DOI: https://doi.org/10.35534/cnr.0303002
• Cite: 胡沈明，罗曼琪．全媒体时代不当宣传的表现、风险与规避策略［J］．中国新闻评论，2022，3（3）：8-17．