叶俏汝

摘  要：特殊时期，网络环境对于当代大学生价值观建构和行为习惯养成的影响更加显著。网课阶段，网络情境成为教师唯一能主导、把控学生学习行为的手段。网络情境中的话题讨论是处于拟态环境中的研究。深刻理解拟态环境下学生的课程认知特征，对于做好课堂教学改革和专业课程发展是非常必要的。笔者进行针对《企业公共关系学》在线授课时，充分利用网络情境的拟态环境构建策略展开相关教学。该文通过对两次钉钉话题讨论结果进行分析，发现网络舆论环境对于学生群体话题关注、企业社会责任感知、价值观引导有显著影响，且不同班级的讨论内容会有明显的“圈子”差异，群体中呈现显著的角度差异、情感好恶和公关认知深度差距。

关键词：拟态环境  教改  公关认知  话题讨论

中图分类号：G641                           文献标识码：A文章编号：1672-3791（2021）03（c）-0234-04

Research on College Students' Cognition of Public Relations in Pseudo Environment

YE Qiaoru

（Hangzhou College of Commerce， Zhejiang Gongshang University， Hangzhou， Zhejiang Province， 310030 China）

Abstract： In the special period， the network environment has a more significant impact on the construction of values and the formation of behavior habits of contemporary college students. In the stage of online class， network situation becomes the only way for teachers to lead and control students' learning behavior. Topic discussion in network context is a research in pseudo environment. A deep understanding of students' cognitive characteristics of curriculum in pseudo environment is very necessary for classroom teaching reform and professional curriculum development. The author makes full use of the Pseudo Environment Construction Strategy of network situation to carry out relevant teaching in the online teaching of enterprise public relations. Based on the analysis of the results of the two nail topic discussions， this paper finds that the network public opinion environment has a significant impact on students' topic concern， corporate social responsibility perception and value guidance， and there are obvious "circle" differences in the discussion content of different classes， and there are significant differences in the perspective， emotional likes and dislikes， and public relations cognitive depth.

Key Words： Pseudo environment; Educational reform; Public relations cognition; Topic discussion

1  擬态环境与《企业公共关系学》课程教改

互联网教育顺应国家形势政策已经提出并实践了多年，但是特殊时期却倒逼着公办教育、民办教育全面拥抱互联网，开启更广泛、更深刻的在线知识分享行为[1]。学者们就肺炎疫情对我国经济和社会发展的影响展开了广泛的研究探讨[2]，并就公共关系视域展开了针对性的案例深度研究[3-6]。传播学中的“拟态环境”是指传播媒介将现实素材进行有选择地加工后展示给受众的“象征性”现实[7]。该文所指拟态环境有两层意思。一方面，学生研究企业案例时，绝大多数都是基于网络平台获取相关信息，而不管是官方平台发声，还是其他媒体对企业的相关事件报道，都是经过加工后呈现给网民的，因此网络情境中的案例研究是处于拟态环境中的研究。……