尽管高校越来越重视形象传播,但在网络传播时代,频发的高校网络群体事件导致高校形象传播危机。本文以勒庞的“群体理论”、资源动员理论以及拉斯韦尔传播理论为基础,分析高校网络群体事件的特征及其与形象传播危机之间的关系,从形象传播视角提出应对高校网络群体事件的原则和策略。 Despite the increasing emphasis on image dissemination in colleges and universities, in the era of network dissemination, frequent cyber-mass incidents in colleges and universities have led to the crisis of college image dissemination. Based on Le Pen ’s theory of group theory, resource mobilization theory and Laswell spread theory, this paper analyzes the characteristics of college cyber mass events and its relationship with the crisis of image dissemination, and puts forward the countermeasures from the angle of image dissemination Principles and Strategies of Internet Group Events.