非營利組織新媒體危機之研究－以GMP食安事件為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/32022

Title:	非營利組織新媒體危機之研究－以GMP食安事件為例 A Study of Non-Profit Organizations of New Media Crisis－The Case of GMP
Authors:	劉淑芬
Contributors:	國際企業管理學系碩士在職專班
Keywords:	非營利組織新媒體危機管理 non-profit organizations new media crisis management
Date:	2015
Issue Date:	2016-02-24 10:40:53 (UTC+8)
Abstract:	新媒體時代來臨，幾乎重新翻轉人與人之間的傳播行為，因著新媒體易於使用的多元特性，人際溝通互動與討論紛紛出現在各個網絡空間中，一般人透過新媒體媒介開始很容易就能上傳文字、影音等資訊到各類新媒體網路平台上，甚至部分網路社交平台內容成為傳統電視、報紙等媒體取材的重要來源，包括YouTube、臉書、推特、及時通訊LINE等。但因應資訊環境的改變，許多無法預知的危機事件發生，卻可能從真實環境延伸擴散至網路虛擬空間，造成實體的危機事件與新媒體危機交互作用的情況，使得危機加速可能危及組織的傷害與存亡。本研究旨於探討非營利組織管理課題—新媒體危機，將就新媒體種類、傳播特性與危機管理以及回應等，從而建構新媒體危機管理模式進行初探。並以台灣食品GMP發展協會為案例，在歷次重大的食安事件中，除了當時傳統媒體的關注報導外，加上網路平台的熱烈討論，所形成的傳統媒體與新媒體交互運作的危機，其效應所帶來的影響、回應方式、處理概況等面向進行研究探討，從而研整出對非營利組織發展新媒體危機管理策略的之參考。 With the advent of the new media era, interpersonal communication behaviors have been transformed radically. The approachability and diversity of the new media have made various modes of interpersonal communication and discussion happen in all kinds of cyberspace, and ordinary people can easily upload written, audio or visual informa-tion unto various new media platforms. The content of some internet social networks, for example YouTube, Facebook, twitter and LINE, even becomes important sources for traditional media, including television and newspapers. However, as in-formation envi-ronment undergoes constant changes, many unpredictable crises are also happening, which may spread from the real world to the virtual space of the internet. Consequently, interactions of crises in the real world and on the new media result in further accelera-tion of the crises, bringing damages or even a fatal blow to an organization. This study will investigate one of the issues in the management of non-profit or-ganizations, that is, the new media crises. It will discuss about the nature of the new media, the characteristics of communication behavior, and crisis management and re-sponse, as a preliminary study on the management model for new media crises. It will make use of Taiwan Food Good Manufacturing Practice Development Association as a target for case study. In several food safety scandals, a large amount of reports from traditional media and enthusiastic discussions on internet platforms have combined to bring about major crises facing Taiwan Food Good Manufacturing Practice De-velop-ment Association. The influence of these crises, the response models from Taiwan Food Good Manufacturing Practice Development Association, and the actual manage-ment processes are all investigated and analyzed, in order to arrive at a new media cri-ses management strategy for non-profit organizations.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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