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題名 探討危機溝通中傳統媒體與新媒體的角色: 台灣食品安全危機之案例分析
Examining the Roles of Traditional and New Media in Crisis Communication: Case Study of Food Safety Crisis in Taiwan作者 陳敬旻
Chen, Ching Min貢獻者 鄭怡卉
Cheng, I Huei
陳敬旻
Chen, Ching Min關鍵詞 食品安全危機
危機溝通
危機情境溝通理論
形象修護理論
社群媒體
粉絲團
food safety crisis
crisis communication
SCCT
Image Restoration Theory
social media
Facebook fan page日期 2015 上傳時間 1-Oct-2015 14:20:12 (UTC+8) 摘要 本論文旨在探討台北犁記餅店在2014年中秋節前夕爆發的餿水油事件中的危機溝通策略，並檢視其危機溝通成效。為探討危機溝通中傳統媒體與新媒體的角色區別，本論文檢視了四大報在餿水油事件中對於台北犁記餅店的線上報導、台北犁記的官方網站與相關官方文件，以及台北犁記的臉書粉絲團。研究結果發現傳統報章媒體已和新媒體高度整合匯流，因此危機事件的傳播速度比起以往更加快速、傳播範圍也更加廣泛。這樣的現象使得公關人員在面對危機事件時，必須更精準地掌握時間做出適當的危機溝通策略，並更加善用社群媒體以和關係人溝通。本論文特別研究台灣中小型本土企業在數位時代中面對危機的溝通策略與成效，提供有別於針對跨國或大型連鎖企業的分析與建議。
This present case study of Taiwan gutter oil crisis focused on the well-known pastry bakery, Taipei Lee-Chi. This century-old bakery was involved in the food safety crisis during Moon Festival in 2014, resulting in a financial loss of more than NTD 40 million at that time. To explore how traditional and new media play roles in crisis communication for local businesses in Taiwan, the present case study examined relevant news coverage, official documents, and communication activities on social media. More specifically, the analysis included media’s attitude toward the issue shown on major newspaper websites, the responses of Taipei Lee-Chi, and public opinions revealed on its Facebook fan page. The findings suggested that traditional media have converged with new media, and the latter assumes such a powerful influence in crisis communication today. It was found that similar crisis information fast transits from one medium to another, adding more pressure to public relations practitioners to respond to crisis in a timely manner. Social media in particular may not be overlooked and could serve a useful tool in managing corporate crisis. The current study also offered new insights on how local businesses may deal with crisis in the digital age, as most previous crisis studies addressed cases of large national or global corporations.參考文獻 ENGLISH REFERENCESAn, S. K. & Cheng, I. H. (2010). Crisis Communication Research in Public Relations Journals: Tracking Research Trends over Thirty Years, in W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.65-90). Boston: Wiley-Blackwell.Benoit, W. L. (1995). Accounts, Excuses, and Apologies: A Theory of Image Restoration. Albany, NY: State University of New York Press. Benoit, W. L. (1997). Image Repair Discourse and Crisis Communication. Public Relations Review, 23(2), 177-186.Butt, S., & Phillips, J.G. (2008). Personality and Self-reported Mobile Phone Use. Computers in Human Behavior, 24, 346-360Caldiero, C., Taylor, M. & Ungureanu, L. (2010). Organizational and Media Use of Technology During Fraud Crises, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.396-409). Boston: Wiley-Blackwell.Charlett, D., Garland, R. & Marr, N. (1995). How Damaging is Negative Word of Mouth? Marketing Bulletin, 6, 42-50, Research Note 1.Conway, T., Ward, M., Lewis, G. & Bernhardt, A. (2007). Internet Crisis Potential: The Importance of a Strategic Approach to Marketing Communications. Journal of Marketing Communications, 13(3), 213-228.Cooley, S. C. & Cooley, A. B. (2011). An Examination of the Situational Crisis Communication Theory Through the General Motors Bankruptcy. Journal of Media and Communication Studies, 3(6), 203-211.Coombs, W. T. & Holladay, S. J. (2002). Helping Crisis Managers Protect Reputational Assets: Initial Tests of the Situational Crisis Communication Theory. Management Communication Quarterly. 16:165.Coombs, W. T. & Holladay, S. J. (2010). Examining the Effects of Mutability and Framing on Perceptions of Human Error and Technical Error Crises: Implications for Situational Crisis Communication Theory, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.181-204). Boston: Wiley-Blackwell.Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10, 163-176.Coombs, W. T. (2007a). Attribution theory as a Guide for Post-Crisis Communication Research. Public Relations Review, 33, 135-139.Coombs, W. T. (2007b). Ongoing Crisis Communication: Planning, Managing, and Responding (2nd Edn.). Los Angeles: Sage.Coombs, W. T. (2010). Crisis Communication and Its Allied Fields, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.54-64). Boston: Wiley-Blackwell.Coombs, W. T. (2010). Parameters for Crisis Communication, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.17-53). Boston: Wiley-Blackwell.Coombs, W. T. (2012). Ongoing Crisis Communication: Planning, Managing, and Responding. California: Sage.Daugherty, T., Eastin, M., & Bright, L. (2008). Exploring Consumer Motivations for Creating User-generated Content. Journal of Interactive Advertising, 8(2), 1-24.Friederike, S., Sonja, U. & Anja, G. (2011). Is The Medium the Message? Perceptions of and Reactions to Crisis Communication via Twitter, Blogs and Traditional Media. Public Relations Review, 37(1), 20-27, 8p.Holladay, S. J. (2010). Are They Practicing What We Are Preaching? An Investigation of Crisis Communication Strategies in the Media Coverage of Chemical Accidents, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.159-180). Boston: Wiley-Blackwell.Home Service (2013). The Characteristics of Social Media. Retrieved April 13, 2013, from: http://homeofservice.com/blogs/21/the-characteristics-of-social-mediaHowell, G. V. J. & Miller, R. (2010).Organizational Response to Crisis: A Case Study of Maple Leaf Foods. The Northwest Journal of Communication, 39(1).Huang, Y. H.; Lin, Y. H. & Su, S. H. (2005). Crisis Communicative Strategies in Taiwan: Category, Continuum, and Cultural Implication. Public Relations Review, 31, 229-238.Institute of Public Relations (2014). Crisis Management and Communications (Updated September 2014). Retrieved from September 23, 2014, from: http://www.instituteforpr.org/crisis-management-communications/Kimmel, A.J. & Kitchen, P.J. (2013). WOM and Social Media: Presaging Future Directions for Research and Practice. Journal of Marketing Communications. 20(1-2), 5-20.Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010). Social media and mobile Internet use among teens and young adults. Retrieved from http://www.pewInternet.orgLerbinger, O. (1997). The Crisis Manager: Facing risk and Responsibility. New Jersey: Lawrence Erlbaum Associates.Lerbinger, O. (2012).The Crisis Manager: Facing Disasters, Conflicts, and Failures. New York: Routledge.Liu, B. F. (2010). Effective Public Relations in Racially Charged Crises: Not Black or White, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.335-358). Boston: Wiley-Blackwell.Liu, B. F., Jin, Y. & Austin, L. L. (2011). How Publics Respond to Crisis Communication Strategies: The Interplay of Information Form and Source. Public Relations Review, 37(4), 345-353, 9p.Liu, B. F., Jin, Y. & Austin, L. L. (2013). The Tendency To Tell: Understanding Public’ Communicative Responses To Crisis Information Form and Source. Journal of Public Relations Research, 25, 51-67.Liu, B. F., Jin, Y. & Austin, L. L. (2014). Examining the Role of Social Media in Effective Crisis Management: The Effects of Crisis Origin, Information Form, and Source on Publics’ Crisis Responses. Communication Research. 41(1), 74-94.Liu, B. F., Jin, Y., Briones, R. & Kuch, B. (2012). Managing Turbulence in the Blogosphere: Evaluating the Blog-Mediated Crisis Communication Model with the American Red Cross. Journal of Public Relations Research, 24, 353-370.Lockyer, S. (2008) `Textual analysis`, in Given, LM. (ed.) The Sage Encyclopedia of Qualitative Research Methods. Thousand Oaks, CA and London Sage (Two Volume Set) : pp. 865 - 866. Miles, M. B., Huberman, A. M. & Saldana, J. (2014). Qualitative Data Analysis: A Methods Sourcebook. California: Sage.Nikolaev, A. G. (2010). Thirty Common Basic Elements of Crisis Management Plans: Guidelines for Handling the Acute Stage of “Hard” Emergencies at the Tactical Level, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.261-282). Boston: Wiley-Blackwell.Purcell, K., Rainie, L., Mitchell, A., Rosenstiel, T. & Olmstead, K. (2010). Understanding the Participatory News Consumer: How Internet and Cell Phone Users Have Turned News Into a Social Experience. Retrieved from http://www.pewInternet.orgReierson, J.L., Sellnow, T. L. & Ulmer, R. R. (2009). Complexities of Crisis Renewal Over Time: Learning from the Tainted Odwalla Apple Juice Case. Communication Studies. 60(2), 114-129.Stephens, K. K. & Malone, P. (2010). New Media for Crisis Communication: Opportunities for Technical Translation, Dialogue, and Stakeholder Responses, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.381-395). Boston: Wiley-Blackwell.Taylor, M. (2010). Organizational Use of New Communication Technology in Product Recall Crises, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.410-422). Boston: Wiley-Blackwell.Weiner, B. (1986). An Attributional Theory of Motivation and Emotion. New York: Springer.Wright, C. (2009). Responding to Crises: A Test of the Situational Crisis Communication Theory. Unpublished master thesis, University of South Florida.Wright, D. K., & Hinson, M. (2010). How New Communications Media Are Being Used in Public Relations: A longitudinal analysis. Public Relations Journal, 4(3), article 3. Retrieved from http://www.prsa.org/Intelligence/PRJournal/Documents/how_new_communications_media_are_being_used_in_pr.pdf CHINESE REFERENCES〈Facebook台灣月活躍用戶達1400萬人，滲透率居亞太區之冠〉（2013年9月18日）。數位時代。http://www.bnext.com.tw/article/view/id/29363正義下游業者之下架產品清單，取自衛生福利部食品藥物管理署網站：http://www.fda.gov.tw/tc/。上網日期：2014年9月7日。吳宜蓁（2002）。《危機傳播－公共關係與語藝觀點的理論與實證》。台北市：五南。吳懋嫻（2013）。《Facebook企業粉絲頁之危機溝通效果：探討人性化語調、危機情境與危機回應策略之影響》。台北：政治大學廣告研究所碩士論文。胡永芳（2006）。《媒體組織的危機處理─以TVBS主播形象危機為例》。台北：政治大學廣告研究所碩士論文。高心怡、賴廣瑜（2009）。《11億的危機處理教訓：毒奶粉事件企業形象修護策略分析─以金車、雀巢為例。》新竹：中華傳播學會年會。強冠公司「全統香豬油」下游銷售廠商與數量明細，取自衛生福利部食品藥物管理署網站：http://www.fda.gov.tw/tc/。上網日期：2014年9月6日。莊宜軒（2012）。《企業Facebook粉絲專頁之公關策略分析》。台北：政治大學廣告研究所碩士論文。莊靜宜（2005）。《風險認知、危機溝通策略與形象報導之關聯—以兩岸媒體對「杜邦鐵氟龍事件」的報導為例》。台北：政治大學新聞研究所碩士論文。陳百齡（2009）。（素人個案寫作：尋覓傳播教育的新途徑），蘇蘅（主編）《新聞、公關、與危機處理—傳播個案分析》，13-32。台北：政大傳播學院。黃怡芳（2011）。《組織形象修護之效果：檢視危機歷史與危機回應策略之影響》。新竹：交通大學傳播研究所碩士論文。嚴曉翠（2009）。（跨國企業危機傳播策略：SKII重金屬成分風波分析），蘇蘅（主編）《新聞、公關、與危機處理—傳播個案分析》，207-241。台北：政大傳播學院。蘇惠群（2009）。（記者與政府機關的互動關係：以經濟部為例），蘇蘅（主編）《新聞、公關、與危機處理—傳播個案分析》，163-206。台北：政大傳播學院。蘇蘅（2009）。（傳播個案的研究與撰寫），蘇蘅（主編）《新聞、公關、與危機處理—傳播個案分析》，33-56。台北：政大傳播學院。 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
101461004資料來源 http://thesis.lib.nccu.edu.tw/record/#G1014610041 資料類型 thesis dc.contributor.advisor 鄭怡卉 zh_TW dc.contributor.advisor Cheng, I Huei en_US dc.contributor.author (Authors) 陳敬旻 zh_TW dc.contributor.author (Authors) Chen, Ching Min en_US dc.creator (作者) 陳敬旻 zh_TW dc.creator (作者) Chen, Ching Min en_US dc.date (日期) 2015 en_US dc.date.accessioned 1-Oct-2015 14:20:12 (UTC+8) - dc.date.available 1-Oct-2015 14:20:12 (UTC+8) - dc.date.issued (上傳時間) 1-Oct-2015 14:20:12 (UTC+8) - dc.identifier (Other Identifiers) G1014610041 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/78764 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 101461004 zh_TW dc.description.abstract (摘要) 本論文旨在探討台北犁記餅店在2014年中秋節前夕爆發的餿水油事件中的危機溝通策略，並檢視其危機溝通成效。為探討危機溝通中傳統媒體與新媒體的角色區別，本論文檢視了四大報在餿水油事件中對於台北犁記餅店的線上報導、台北犁記的官方網站與相關官方文件，以及台北犁記的臉書粉絲團。研究結果發現傳統報章媒體已和新媒體高度整合匯流，因此危機事件的傳播速度比起以往更加快速、傳播範圍也更加廣泛。這樣的現象使得公關人員在面對危機事件時，必須更精準地掌握時間做出適當的危機溝通策略，並更加善用社群媒體以和關係人溝通。本論文特別研究台灣中小型本土企業在數位時代中面對危機的溝通策略與成效，提供有別於針對跨國或大型連鎖企業的分析與建議。 zh_TW dc.description.abstract (摘要) This present case study of Taiwan gutter oil crisis focused on the well-known pastry bakery, Taipei Lee-Chi. This century-old bakery was involved in the food safety crisis during Moon Festival in 2014, resulting in a financial loss of more than NTD 40 million at that time. To explore how traditional and new media play roles in crisis communication for local businesses in Taiwan, the present case study examined relevant news coverage, official documents, and communication activities on social media. More specifically, the analysis included media’s attitude toward the issue shown on major newspaper websites, the responses of Taipei Lee-Chi, and public opinions revealed on its Facebook fan page. The findings suggested that traditional media have converged with new media, and the latter assumes such a powerful influence in crisis communication today. It was found that similar crisis information fast transits from one medium to another, adding more pressure to public relations practitioners to respond to crisis in a timely manner. Social media in particular may not be overlooked and could serve a useful tool in managing corporate crisis. The current study also offered new insights on how local businesses may deal with crisis in the digital age, as most previous crisis studies addressed cases of large national or global corporations. en_US dc.description.tableofcontents CHAPTER ONE: INTRODUCTION 11.1 Case Background of Gutter Oil Crisis 31.2 Crisis Developments of Taipei Lee-Chi 4CHAPTER TWO: LITERATURE REVIEW 72.1 Defining Crisis in Public Relations 72.2 Guidelines of Crisis Management 82.3 Major Crisis Communication Theories 92.4 Previous Scholarly Studies 152.5 Roles of Traditional and New Media 162.6 Definition of New Media 192.7 Roles of Social Media in Crisis 212.8 Word of Mouth on Social Media 242.9 Extant Studies on Online WOM 27CHAPTER THREE: METHOD 303.1 Media Coverage Analysis 323.2 Official Documents 353.3 Social Media Analysis 37CHAPTER FOUR: RESULTS 394.1 Analysis of Media Coverage 394.2 Analysis of Official Documents 514.3 Analysis of Social Media Communication 54CHAPTER FIVE: DISCUSSION 735.1 Major Findings and Implications 735.2 Professional Suggestions for Practitioners 745.3 Limitations and Directions for Future Research 76ENGLISH REFERENCES 80CHINESE REFERENCES 83 zh_TW dc.format.extent 1037815 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1014610041 en_US dc.subject (關鍵詞) 食品安全危機 zh_TW dc.subject (關鍵詞) 危機溝通 zh_TW dc.subject (關鍵詞) 危機情境溝通理論 zh_TW dc.subject (關鍵詞) 形象修護理論 zh_TW dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) 粉絲團 zh_TW dc.subject (關鍵詞) food safety crisis en_US dc.subject (關鍵詞) crisis communication en_US dc.subject (關鍵詞) SCCT en_US dc.subject (關鍵詞) Image Restoration Theory en_US dc.subject (關鍵詞) social media en_US dc.subject (關鍵詞) Facebook fan page en_US dc.title (題名) 探討危機溝通中傳統媒體與新媒體的角色: 台灣食品安全危機之案例分析 zh_TW dc.title (題名) Examining the Roles of Traditional and New Media in Crisis Communication: Case Study of Food Safety Crisis in Taiwan en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) ENGLISH REFERENCESAn, S. K. & Cheng, I. H. (2010). Crisis Communication Research in Public Relations Journals: Tracking Research Trends over Thirty Years, in W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.65-90). Boston: Wiley-Blackwell.Benoit, W. L. (1995). Accounts, Excuses, and Apologies: A Theory of Image Restoration. Albany, NY: State University of New York Press. Benoit, W. L. (1997). Image Repair Discourse and Crisis Communication. Public Relations Review, 23(2), 177-186.Butt, S., & Phillips, J.G. (2008). Personality and Self-reported Mobile Phone Use. Computers in Human Behavior, 24, 346-360Caldiero, C., Taylor, M. & Ungureanu, L. (2010). Organizational and Media Use of Technology During Fraud Crises, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.396-409). Boston: Wiley-Blackwell.Charlett, D., Garland, R. & Marr, N. (1995). How Damaging is Negative Word of Mouth? Marketing Bulletin, 6, 42-50, Research Note 1.Conway, T., Ward, M., Lewis, G. & Bernhardt, A. (2007). Internet Crisis Potential: The Importance of a Strategic Approach to Marketing Communications. Journal of Marketing Communications, 13(3), 213-228.Cooley, S. C. & Cooley, A. B. (2011). An Examination of the Situational Crisis Communication Theory Through the General Motors Bankruptcy. Journal of Media and Communication Studies, 3(6), 203-211.Coombs, W. T. & Holladay, S. J. (2002). Helping Crisis Managers Protect Reputational Assets: Initial Tests of the Situational Crisis Communication Theory. Management Communication Quarterly. 16:165.Coombs, W. T. & Holladay, S. J. (2010). Examining the Effects of Mutability and Framing on Perceptions of Human Error and Technical Error Crises: Implications for Situational Crisis Communication Theory, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.181-204). Boston: Wiley-Blackwell.Coombs, W. T. (2007). Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory. Corporate Reputation Review, 10, 163-176.Coombs, W. T. (2007a). Attribution theory as a Guide for Post-Crisis Communication Research. Public Relations Review, 33, 135-139.Coombs, W. T. (2007b). Ongoing Crisis Communication: Planning, Managing, and Responding (2nd Edn.). Los Angeles: Sage.Coombs, W. T. (2010). Crisis Communication and Its Allied Fields, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.54-64). Boston: Wiley-Blackwell.Coombs, W. T. (2010). Parameters for Crisis Communication, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.17-53). Boston: Wiley-Blackwell.Coombs, W. T. (2012). Ongoing Crisis Communication: Planning, Managing, and Responding. California: Sage.Daugherty, T., Eastin, M., & Bright, L. (2008). Exploring Consumer Motivations for Creating User-generated Content. Journal of Interactive Advertising, 8(2), 1-24.Friederike, S., Sonja, U. & Anja, G. (2011). Is The Medium the Message? Perceptions of and Reactions to Crisis Communication via Twitter, Blogs and Traditional Media. Public Relations Review, 37(1), 20-27, 8p.Holladay, S. J. (2010). Are They Practicing What We Are Preaching? An Investigation of Crisis Communication Strategies in the Media Coverage of Chemical Accidents, In W. T. Coombs, & S. J. Holladay (Eds.), Handbook of Crisis Communication (pp.159-180). Boston: Wiley-Blackwell.Home Service (2013). The Characteristics of Social Media. Retrieved April 13, 2013, from: http://homeofservice.com/blogs/21/the-characteristics-of-social-mediaHowell, G. V. J. & Miller, R. (2010).Organizational Response to Crisis: A Case Study of Maple Leaf Foods. The Northwest Journal of Communication, 39(1).Huang, Y. H.; Lin, Y. H. & Su, S. H. (2005). Crisis Communicative Strategies in Taiwan: Category, Continuum, and Cultural Implication. 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