An Analysis of Crisis Communication and Public Participation in Online Colleges and Universities from the Perspective of Emotional Contagion Theory: Taking the Case of Sichuan University Subway Photographing

Abstract

The objective of the study is to examine the handling of public opinion crises in higher education institutions within the complex and rapidly evolving multimedia landscape. In this context, universities must enhance their crisis communication awareness and improve both the speed and approach to addressing public opinion crises. This research focuses on the case of Sichuan University's response to the subway voyeurism incident, revealing that universities often lack effective crisis management strategies, which inadvertently exacerbate the spread of public opinion on online platforms instead of calming public sentiment. Drawing from the social sharing theory, this study delves into the discussion of crisis communication in higher education institutions, particularly in response to events like the Sichuan University subway voyeurism incident. The results of the study indicate that universities should closely monitor and proactively address events and situations within public opinion discourse that carry potential harm. This proactive approach is essential to prevent adverse effects from arising and spreading. Additionally, universities should closely follow the development of previously sensitive warning events and promptly formulate effective response measures.