重大突发事件舆论引导策略研究
Research on Public Opinion Guidance Strategies for Major Emergencies

2022年3月21日，东航MU5735在广西梧州市藤县莫埌村神塘表附近山林坠毁。事故发生后，网络上出现针对事件原因、事件经过、东航经营、航班人员等方面的谣言，同时部分自媒体、企业利用热点进行灾难营销，赚取流量。为研究此类重大突发事件的舆论引导策略，本文采用内容分析法、文本分析法、案例分析法，对官方机构、主流媒体及航空专业自媒体的舆论引导行为进行分析，得出三者针对该事件采取的有效舆论引导策略，以期为类似重大突发事件的舆论引导方式提供参考。
On March 21, 2022, China Eastern Airlines MU5735 crashed in the mountains near Shentang Table, Mo Pai Village, Wuzhou County, Guangxi. After the accident, rumors emerged on the Internet targeting the cause of the incident, the course of the events, the operation of China Eastern Airlines, and the flight crew, while some self-media and enterprises used hotspots to market the disaster and earn traffic. In this paper, in order to study the public opinion guidance strategies for such major emergencies, the content analysis method, text analysis method, and case study method were used to analyze the public opinion guidance behaviors of official agencies, mainstream media and aviation professional self-media, and the effective public opinion guidance strategies adopted by the three in response to the event were derived, with a view to providing references for the public opinion guidance methods for similar major emergencies.