高校官方微博应对突发公共事件的问题及策略

分析校园官方微博在应对突发公共安全和突发群体性事件等两类突发事件的话语和谐性研究，探讨其应对话语的交际效果。研究发现：第一，此类应对话语表达相对固定、话语的和谐性选择类似，功效却因事件不同或处理话语的细微差别而不同。第二，校园官方微博应对突发公共事件时，要注重应对话语的和谐性技巧，突出其功效性；同时强化官方微博的话语管理，建立官方微博对突发事件应对的长效机制，才能匡正并维护学校的形象。

Research on the Coping Strategy of College Public Emergencies in School Official Microblog

The discourse harmony is analyzed with two examples on how to use school official microblog to deal with public safety emergencies and crowd emergencies. The communication effect of official microblog and researched into the spread strategy in handling emergencies is also discussed. There are two findings in the study. Firstly,the official microblog used the discourse words,which featured with harmony interpersonal relationship function,to response,explain,warn and trace. While the func-tion of discourse shows big difference between different emergencies and variant approaches. Secondly,when using school official microblog to cope with public emergencies,we should pay attention to the skills and effect of harmonious discourse,strengthen the discourse management in official microblog,set up and amplify the permanent mechanism of handling emergencies. College image can be well maintained and amended.