從危機情境與策略看媒體效能-以2008腸病毒危機事件為例

FROM THE CRISIS SITUATION AND THE STRATEGY LOOKED THAT THE MEDIA POTENCY - TAKE 2008 ENTERITIS CRISIS EVENT AS AN EXAMPLE

　　本文以2008年腸病毒危機事件為研究主題，透過Coombs的危機情境理論與危機反應策略，藉由新聞報導為研究文本，探討不同階段的危機情境與反應策略，並試圖以媒體效能評估解釋彼此的關連性。研究結果發現，政府未能在疫情升溫情境下採取迎合策略，加上消極的使用宣導策略，因此建議往後可積極操作正面新聞來面對類似危機狀況。

　　This article takes 2008 enteritis crisis event as the research subject, responds the strategy by the Coombs crisis situation theory and the crisis. This paper also studies the text from the newspaper, the discussion at different period crisis situation, and the response strategy, and attempts by the media potency appraisal to explain each other's correlations. In this research, we have discovered that the government wasn’t able to use play up strategy at the time when epidemic situation as aroused, plus they chosen to use negative guidance strategy. It is recommended to use positive news report to face similar condition in the future.