School image is the important intangible asset of a university and a good university image is the prerequisite for winning social recognition and trust.Faced with the tremendous changes in the new media environment,universities frequently encounter online public opin-ion crises and traditional countermeasures often damage their image.Image repair theory aims at repairing and maintaining organizational image,covering five major strategies:deni-al,avoiding responsibility,reducing hostility,correcting behavior,and abstaining from tol-erance.It provides theoretical reference for universities to handle online public opinion cri-ses.Image repair theory is applied to the analysis of the chaotic phenomena of online public opinion crises of universities and to the path optimization in repairing university image,which is of great significance for the high-quality development of China's higher education.
关键词
高校治理/高校形象/网络舆情/危机治理
Key words
university governance/university image/online public opinion/crisis govern-ance
维普
万方数据