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請使用永久網址來引用或連結此文件:
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| 題名: | 醫院危機傳播之個案研究 |
| 其他題名: | A Case Study for Crisis Communication in the Hospital |
| 作者: | 宋美美
Sung, Mei-mei |
| 貢獻者: | 非營利事業管理研究所
傅篤誠
Duu-cheng Fuh |
| 關鍵詞: | 媒體溝通;危機傳播;危機
Media Communication;Crisis;Crisis Communication |
| 日期: | 2008 |
| 上傳時間: | 2015-04-20 14:20:19 (UTC+8) |
| 摘要: | 危機事件與傳播溝通息息相關，國內近年發生的醫院危機傳播事件如三一九槍擊案、和平醫院SARS風波、邱小妹妹人球事件、浮報健保費疑雲、星星王子截肢風波、藝人許瑋倫車禍就醫、醫療糾紛抬棺抗議等，也都成為傳播媒體競相報導的焦點。雖然醫院危機事件經由媒體的介入，可以將訊息快速地呈現在公眾眼前，然而也增加了處理危機的困難度與複雜度，甚至難以評估經由傳播報導後對醫院形象或公眾知覺的影響。 本研究主要在瞭解奇美醫院危機傳播事件的組織回應策略與媒體宣傳效能，研究對象為邵曉鈴車禍案例，採內容分析及個案研究方法，選擇中視、三立新聞、東森新聞、TVBSN、民視新聞等五台電視新聞媒體報導進行監測，為期五天共六百多則。 主要結果如下：1.新聞媒體宣傳效益：推論至全台15新聞頻道計算，該事件在電視總媒體效益，可達 新台幣約11億6千萬元，品牌正面形象宣傳價值約4.8億元。2.形象修復回應策略：在重大事件的回應策略，以「提供資訊」與「建立新議題」為最多，而在議題「截肢手術，醫療程序不當」、「奇美藉機打廣告」、「質疑救人程序問題」、「病患權益」上分別以抗辯、抗辯、否認、修正行動策略做回應。3.媒體框架：以「病情描述及預測」、「團隊陣容及能力」報導框架次數佔最高，其次為「處置程序」、「人道關懷」，最低為「政治議題」、「責任歸屬」。而在負面報導框架中「處置程序不當」「醫療資源不均」、「醫院運作流程」、「質疑公關廣宣」等所佔比例不高。4.利益關係人與發言人系統：利益關係人發言頻率，以受害人胡自強與政治人物為最多；而在醫院發言系統中，共有10個發言人，事件剛發生時更出現有多位醫師同步發言情形，若發言人未經教育訓練，容易產生因發言不當之風險。
Media communication plays an important role in major incidents. Some events of major crisis recently occurred in the healthcare industry, such as the 319 gunshot incident, the SARS outbreak, the death of the Chiu girl, the fatal car accident of actress Hsu, put the spotlight on mass media. When a crisis breaks out, the media want answers right away. It demands to know what actions will be taken immediately. This characteristic of media makes it hard for the hospitals to manage how they are portrayed through the media during the crisis. The purpose of this study was to describe how Chi Mei hospital managed Shao Hsiao Ling’s auto incident. The study examined the effectiveness of Chi Mei Hospital’s media communication strategies for responding to the crisis. Content analysis of 600 media articles and themes in five news media – China Television Co., Sanlih Television Co., Eastern Television Co., and TVBS News, FTV Co. etc. was conducted for the period of 5 days. Documents were sorted and classified by topic. The findings are as followed:1.Media effectiveness: overall media effectiveness achieved during the crisis was $1100 billion and 60 million NT dollars. The value of a positive brand image built totaled 480 million NT dollars.2.Image repair strategies: the strategies used to respond to the major crisis are “condition report” and “build new subject”. They are used to respond to the subjects about wrong amputation procedures, taking advantage of the crisis to broadcast the image, wrong medical procedure, and patients’ right.3.Media frames: mainly in “description of the hospitalization” and “team work makes miracle”. 4.Stakeholder and spokesperson system: Mayor Hu and the politicians were the stakeholders that make speech in the media most frequently. Chi Mei hospital itself had 10 persons spoke during the incident. When the incidents just occurred, several physicians spoke in the media at the same time. It reveals the importance of developing training programs for the senior leadership to address crisis communication and handle the media during crisis. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-非營利事業管理碩士班
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