互联网时代，媒介失范行为逐渐由后台走向前台，极大地损害着主流媒体的形象与声誉，也对主流媒体的风险意识与公关思维提出更高的要求。因此，主流媒体在陷入媒介失范争议后，能否选择恰当的危机沟通策略，进而最大程度地消解危机的负面影响显得尤为重要。

      本文想要探讨的核心问题是：在媒介失范情境中，主流媒体进行危机沟通时使用的责任归因及话语策略会对公众的态度及行为意向产生什么样的影响？这种影响产生的机制是什么？本研究通过实验法对危机沟通策略与沟通效果间的关系进行检验与分析，采用2（归因方式：归因内在个体、归因内在整体）×2（诉求类型：情感诉求、信息诉求）×3（补救策略：补偿型、惩罚型、礼节型）的被试间随机分组设计，共招募有效被试274人。

       研究发现，当主流媒体就失范行为做出回应时：归因内在整体比归因内在个体更能对受众的态度和积极行为意向产生显著的正向影响。情感诉求比信息诉求更能对受众的态度产生显著的正向影响，但在行为意向上的差异不显著。补偿型策略比惩罚型策略更能对受众的态度产生显著的正向影响，但在行为意向上的差异并不显著；惩罚型策略比礼节型策略更能对受众的态度和积极行为意向产生显著的正向影响。受众关于媒体的责任感知在诉求类型和沟通效果间起到调节作用，具体表现为：当受众认为媒体对失范行为负有较高责任时，情感诉求比信息诉求的回应效果更好；当受众认为媒体对失范行为负有的责任较低时，信息诉求比情感诉求的回应效果更好。情感诉求在不同责任感知下的沟通效果差异较小，而信息诉求差异较大，说明情感诉求策略效果稳定但作用有限，而信息诉求策略需要结合受众对危机责任的认知与理解进行事实陈述，避免受众基于先入为主的预设判断对事实进行曲解与逆反。

      本研究通过实验法探讨了媒介失范情境中主流媒体的危机沟通策略与沟通效果间的影响关系，在理论上验证了危机公关理论在主流媒体危机中的适用性，在实践上为主流媒体的危机公关提供了经验支撑和操作建议，具有较强的理论和实践创新价值。未来的研究可以在理论框架、变量关系、实验样本、研究方法等层面进行更加深入的探索与讨论。

In the era of the Internet, media anomie is gradually moving from the backend to the front end, greatly damaging the image and reputation of the mainstream media, and also placing higher demands on the media's risk awareness and public relations thinking. Therefore, it is particularly important for the mainstream media to choose appropriate crisis communication strategies to minimize the negative impact of the crisis when they are caught up in media anomie disputes.

The core question we want to explore is: in media misconduct events, what impact will the different attribution of responsibility and discourse strategies of the media when responding to the public have on the public's attitude and positive behavior intention towards the media? What are the mechanisms that contribute to this impact?This study adopts an experimental approach to explore the impact of media communication strategies on audience attitudes and positive behavior intention in media misconduct. This experiment involves 2 (Attribution methods: attribution to internal individuals, attribution to internal whole) × 2 (Appeal types: emotional appeals, information appeals) × 3 (Remedial strategies: compensatory, punitive, and courteous). A total of 274 valid samples were collected to ensure that the subjects were involved in all demography dimensions as far as possible.

Research has found that in media anomie events, attribution within the whole is more likely to have a significant positive impact on the audience's attitude and positive behavior intention than attribution within the individual; Emotion appeal has a significant positive impact on the audience's attitude more than information appeal, but the difference in behavior intention between the two is not significant; The compensatory strategy has a significant positive impact on the audience's attitude compared to the punitive strategy, but the difference in behavior intention between the two is not significant; Punitive strategies have a significant positive impact on the audience's attitude and positive behavior intention compared to etiquette strategies; The audience's perception of media responsibility plays a moderating role between demand strategies with attitude and behavior intention, specifically manifested as: when the audience believes that the media bears higher responsibility for anomie, emotion appeal responds better than information appeal; when the audience believes that the media has lower responsibility for anomie, information appeal responds better than emotion appeal;The effect of emotional appeal under different responsibilities is small, and the effect of information appeal is very different. It shows that although the emotional appeal strategy is stable but limited, And the information demand strategy needs to be combined with the audience's awareness and understanding of crisis responsibility for factual statements ,and avoid the audience's misinterpretation of facts based on preconceived judgments.

This study explores the relationship between media crisis response strategies and response effects in the phenomenon of media anomie through quantitative research methods, theoretically verifying the applicability of crisis public relations theory in media crises in China. In practice, it provides empirical support and operational suggestions for media crisis public relations, and has strong theoretical and practical innovation value. Future research can delve deeper into and discuss theoretical frameworks, variable relationships, experimental samples, research methods, and other aspects.