| 企业博弈及媒介传播负面影响扩延 |
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| 引用本文： | 武鸿鸣.企业博弈及媒介传播负面影响扩延[J].新疆财经学院学报,2009(3):69-72. |
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| 作者姓名： | 武鸿鸣 |
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| 作者单位： | 新疆财经大学,新疆,乌鲁木齐,830012 |
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| 摘 要： | 企业与媒体形成的一方寻求传播媒介和另一方寻求传播信源的协作结构关系，点缀出企业与媒体关系的中国特色。寻求传播和寻求信源的关系，或是媒体单方传播目的的需要，企业被媒体链接在了公共关系的场城。媒体的博弈始于从社会公共关系中的传播，从这个角度看，媒体与企业存在隐性博弈的因素。有效走出企业博彝与负面传播影响扩延阴影的途经是坚持企业与媒体的利益均衡原则。
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| 关 键 词： | 对抗关系 危机传播 利益均衡 |
Enterprises' Gaming and Expansion of Negative Influence of Media Communication |
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| Institution: | WU Hong - ming ( Xinjiang University of Finance and Economics, Urumqi 830012, China) |
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| Abstract: | It is a special structural relationship between the enterprises and news media that one depends on news media for fames brand, and the other seeks news source in negative public connections. The economic purpose affects news media in the agenda setting, so the enterprise is more often in the situation of risk communication. It is strongly suggested to reform news media management system in order to balance the connections between the enterprises and news media. |
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| Keywords: | confrontation relation crisis spreading benefit balance |
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