突发事件报道框架对受众认知活动的影响——以2013年H7N9禽流感时期两家媒体报道为例

突发事件发生后,以特定的媒体报道框架来引导受众认知是危机传播管理的常见技巧.通过对2013年H7N9禽流感时期,网民针对凤凰网与新浪网报道所发评论帖的分析发现,在突发事件报道方面,媒体的框架设置活动具有吸引受众注意力的作用,但对受众态度形成影响不大.要促进受众对突发事件形成正确认知,新闻媒体应当注意发挥平衡式框架的认知引导功能,科学规划平衡式框架与倾斜式框架的应用范围,重视新闻转载中的二次框架设置活动.

Study on The Influence of Emergency Reporting Frame on Audience Cognition-Taking 2013 H7N9 Avian Influenza as An Example

After the occurrence of emergencies, it is a common practice in crisis communication management to guide audience cognition in a particular media framework. Through the analysis on the Internet users' comments, which were posted according to Ifeng and Sina reports during the H7N9 avian flu outbreak in 2013, it showed that in the report of emergencies, the media frame setting activities play a role to attract the audience's attention, but have little effect on their attitudes. To promote the correct cognition of audience to emergencies, the news media should pay attention to the cognitive guide function of the balanced frame, and plan the scope of the application of balanced frame and inclined frame scientifically. At the same time, the second frame setting activities in the reproduced news also should be paid more attention to.