故宮南院獸首事件危機溝通策略分析

The Analysis of Crisis Communication Strategy of Arts Organization：A Case Study of Southern Branch of the National Palace Museum

本研究以危機傳播的語藝研究取向，探討故宮南院在有損組織形象的爭議事件中，如何對外回應。採用內容分析法，分析故宮南院發布之官方新聞稿，及國內四大媒體的相關新聞報導；探討故宮南院的危機溝通策略運用與媒體效能，以作為藝術場館在危機溝通上的運用參考。研究發現，故宮的危機事件受到敏感政治議題的干擾，且對外界質疑的議題並未釐清與清楚界定，引發既定立場媒體的抨擊，即便故宮極力欲轉換框架，採取的策略卻未必合適。致使媒體評價負面多於正面，此亦突顯藝文組織的危機與議題管理仍有許多待加強之處。

Based on the rhetorical approach, this study focused on how the Southern Branch of the National Palace Museum (NPMSB) responded to the controversial events which damaged the image of the organization. With applying the method of content analysis, the study analyzed the official press releases of NPMSB and related reports in four major media in Taiwan. This research discussed the use of crisis communication strategies and media effectiveness in the NPMSB as a reference for the art venues which encountered in crisis. The study found that the crisis was disturbed by sensitive political issues, NPMSB did not clarify and clearly define issues that were questioned by outsiders. Therefore, this incited that media criticized with established stance. Even if NPMSB tried to convert the framework, it took inappropriate strategies that made the media evaluation more negative. This highlighted that art organizations should strengthen in the crisis and issue management.