網(wǎng)絡(luò)互聯(lián)網(wǎng)新媒體危機(jī)公關(guān)分析外文翻譯文獻(xiàn)

網(wǎng)絡(luò)互聯(lián)網(wǎng)新媒體危機(jī)公關(guān)分析外文翻譯文獻(xiàn)網(wǎng)絡(luò)互聯(lián)網(wǎng)新媒體危機(jī)公關(guān)分析外文翻譯文獻(xiàn)(文檔含中英文對(duì)照即英文原文和中文翻譯)原文：BloggingPR:AnexploratoryanalysisofpublicrelationsweblogsKeywords:WeblogPublicrelationsInteractivityUsabilityAbstract：AlthoughthereareevermoreweblogsontheInternet,thisisanareathathasbeenlittleresearchedinpublicrelations,andwheretheyhavebeenanalyzedithasbeenasatoolforcommunicationratherthanaprimaryinformationsourceinthepublicrelationsbodyofknowledge.Thispaperprovidesanexploratorystudyofthestructureandcontentof67blogsonpublicrelationstodeterminewhatissuestheydealwithandwhethertheyareatoolforthetheoreticaldevelopmentofthe?eld.Inadditiontotheircontentwehavelookedatthestructure,usabilityandinteractivityoftheblogs.1.IntroductionBlogsareseenbysomeauthorsasmajortoolsforonlinecommunication,whereasbyotherstheyarelittlemorethanexperts’opinionsonagivenissue(Herrera&Celaya,2006).Theyaresucharecentmedium(beginningin1996)thattheconceptremainscontroversialandarguable(Barton,2005).Inanyeventtheirpersuasiveandinformativefunctionisofgreatrelevanceastheycanobtainopinionleadershipwithahugein?uenceoverpublicopinion.InthissenseSweetserandMetzgar(2007)havedemonstratedthatincrisissituations,peoplewhoreadpersonalblogshavealowerperceptionofcrisisforanorganization.Theriseofblogsseemstobeunbridledanditisaphenomenonthatisoccurringinallknowledge?elds(Jenkins,2006).Therearecurrentlyover60millionblogsinexistenceand75,000newoneseachday(Cohen&Krishnamurthy,2006).Morethan14millionpeopleworldwidekeepapersonaldiaryontheInternetandafurther100million(onethirdoftheactiveWebuniverse)readblogshabitually(Gordillo,2007).Everysixmonthstheblogospherepopulationdoubles,anditistodaysixtytimesgreaterthanthreeyearsago.Nocommunicationmediumhaseverburgeonedsorapidly.Weblogwritersproduce700,000to1.3millionarticleseveryday—almostoneasecond(Gordillo,2007).Sincetheirarrivalblogshavebeenchanging,ashavetheirsocialperception,objectivesandcultural,economic,politicalandmediaimpact(Yang,2007).Weblogshavediversi?edandaredevelopinginsuchdiversespheresaseducation,business,politics,journalismandpublicrelations.AccordingtoHallett(2005),thecommunicativeuseofweblogsinpublicrelationshastwofoldfoundations.Ontheonehandtheyenableprofessionalstoanalyzethemarketandascertaintheopinionsoftheiraudiencestogaugepublicopiniononabusiness,productorbrand.Ontheother,theyareamajortechniqueforparticipatingandgivingopinionsbothpersonalandorganizational,beitbypostingcommentsonotherblogsorcreatingone’sown.Thisstudy,however,doesnotfocusonanalyzingcorporateblogs,whichareusedasapublicrelationstool,butlooksatblogsconcerningpublicrelationsinwhichpublicrelationsoroneofitsactivitiesisthemaintheme.Ouraimistoanalyzewhatpublicrelationsblogsareabout,orwhatissuesaredealtwithinblogposts,inadditiontoanystructuralelementsofthisnewcommunicativetoolthatmayaffectitsef?cacytotransmitinformation:objectives,structureanddegreeofusability,interactivity,andlevelofconnectivity.2.MethodDatabasesofpublicrelationsblogsarefewandfarbetween.Oneofthemostcomprehensive,andregularlyupdated,istheOnlinePublicRelationsdirectory,createdbyJamesH.Norton.Wehavechosenthisdatabasewhichencompassesapublicrelationsblogsdirectorysplitintofourcategories:PublicRelationsGeneral(67blogs),DirectoriesandAggregators(7),Miscellaneous(3),andHigh-TechPR(8).Inordertoavoidanybiasresultingfromthecategorizationcriteria,forthepurposesofthisstudywetook67blogsfromthePublicRelationsGeneralcategory.ThedatacollectionwascarriedoutbetweenOctober2006andJanuary2007.Therefore,thesampleselectedforanalysisconsistsof67blogsonpublicrelationsfromaroundtheworld.Forthedatacollectionwedrewupananalysistemplatethatmeasures50itemswhichwerelatercategorizedtocreatethemainanalysisvariables.Thesevariableswere:(a)Author:Theblogswereclassi?edaspersonal,organizationalwrittenbyanemployee,andpurelyorganizationaland,therefore,impersonal.(b)Content:Analysiswascarriedoutofboththeissuesarisingintheblogpostsandtheimagesorotherresources.Thecontentofblogsistiedupwithitspursuedobjectives,whichwerealsoexamined.(c)Interactivity:Thismeasuresthedegreeofuserparticipation,accordingtotheinteractiveresourcesavailableontheblog.Theseinclude:theoptionforexternaluserstopostcommentsorcontacttheblogauthorbye-mail,podcasting,audioandvideodownloads,salesofproductsandservices,usersurveys,andthepossibilityofsubscribing.(d)Usability:Thisisanecessaryrequisitetodevelopef?cientinteractivity(Hallahan,2001).Thisvariableanalyzeshoweasyitistousetheweblogforthosewhoaccessitbymeansof:searchenginesonotherblogs,internalsearchengines,listofprevious?les,listofmostrecentblogposts,andcalendar.(e)Connectivity:Thismeasurestheextenttowhichtheblogislinkedtootherwebsites,beitthroughotherlinkedblogsorwebsitesofinterest.Theanalysisfocusesonthedescriptivestatisticaldataonalloftheitemsunderstudy,inadditiontothecontingencytablesandvariablecorrelation.Giventhecharacteristicsofthestudyvariables–largelynominalandordinal–theGammaindexwasusedasthemostsuitablecorrelationindexfortheanalysis.3.ResultsAlookatthedatewhentheblogsanalyzedwerecreatedrevealsthatthelion’ssharewassetupveryrecently.Only31.3%gobackearlierthan2004.Bycontrast,61.2%ofthesampleblogswerecreatedbetween2004andthepresent.Itwasnotpossibletoascertainthecreationdatefor?veblogs(7.5%).Oneofthede?ningparadigmsofblogsisthattheyarewritteninrealtime.Withthisnewmediumweshallnolongerspeakoffrequencybutofrealtime,ofongoingcontributions.Theupsideofthisisthattheyaremoredynamicandenrichedwitharangeofconversationalstyles,buttheyarelackingincontemplation(Orihuela,2006).Despitethesecharacteristics,overhalfoftheblogsanalyzed(53.7%)receivenewblogpostsaroundevery?vedays.Only11.9%areupdatedorincludenewinputonadailybasis.3.1.AuthorshipIntheirstudyintocorporateblogsLee,Hwang,andLee(2006)splittheminto?vecategories:theemployeeblog,writtenbyanyworkerinthecompany;thegroupblog,whichisaworkers’blogkeptnotbyonepersonalonebutbyasetofexperts;theexecutiveblog,writtenbymanagement;thepromotionalblog,whichisanimpersonalcorporateblogseekingtosparkdiscussiononproductsandevents;andlastly,thenewsletterblog,whichisalsoimpersonalandaimstorepresentthecompanystancethroughitsinformation.Wehaveusedthisblogauthorshipclassi?cationforourownstudybutbroughtitdowntoonlythreeanalysiscategories:personalblogs,bypublicrelationsprofessionals;companyblogswrittenbyanemployee,2eithernon-managementormanagement;andpublicrelationscompanyblogs.Thelargestshare(77.6%)oftheblogsanalyzedinthisstudyispersonal,writtenprimarilybypublicrelationsprofessionals.Corporateblogswrittenbyemployeesormanagementconstituteamuchsmallerproportion(16.4%).Impersonalcorporateblogswerebyfarthesmallestgroup(4.5%).Thisdatacorroboratesthefactthatoneofthemaincharacteristicsofblogsisthattheyarepersonal,andusersseekthis‘humanvoice’intheircommunication(Jenkins,2006).Impersonalcorporateblogsarenotaswidelyacceptedbythebloggercommunity(Leeetal.,2006:p.320)becausetheyareseenasmarketingtoolsorassimple?ltersfromthepublicrelationsdepartment.Table1Withregardtothetypeofpersonalblogs,theseresultsmatchthosefoundinotherresearch.Herring,Scheidt,Bonus,andWright(2004),inastudyconductedin2003onasampleof199blogs,alsoobservedthatmostblogs(70%)werepersonal.Indeed,accordingtothisstudy,personalinformationisoneofthede?ningcharacteristicsofblogs.However,whatismoststrikingintheseresultsisthelowpercentageofcorporateblogswrittenbyemployees,giventhepowerfulcommunicativetoolthattheyconstitutefororganizations.Somecompanieshavecaughtontotheirpotentialandencouragetheirstafftokeepblogs.Thesecontainpersonal,subjectivecommunicationthatisnotdirectlysentoutbythecompanybutbyathirdpartywhogivestheirownopinionsandtheinformationisthereforeperceivedasimpartialandunbiased.However,thevalueofthistypeofcommunicationliesnotonlyinitsimpartialitybutalsointhepersonalinformationprovided,whichgivesahumanfacetothecompanyandbuildsupapositivecommunityvisionarounditanditsproducts(Leeetal.,2006).3.2.ContentTable1showsthemainobjectivesoftheblogsanalyzed.Ascanbeseen,mostseektocommentupontopicalaffairsinpublicrelationsprofession,aswellastovoicepersonalopinionsontheseissues.Giventhattheblogsanalyzedarelargelypersonal,interestintheauthor’scontributionsisunderstandable.Conversely,thelowpercentageofweblogsthataimtodebateissuessurroundingpublicrelationstheoryissurprising.Ifwelookatthecontentswe?ndthat88.1%oftheblogsanalyzedcontaincommentsonvariousaspectsofpublicrelationsand85.1%onothercommunicativeaffairs.Commentariesonblogsandcommunicationintheblogospherearealsoconsiderable(74.6%),albeitinalowerproportion.Itisworthhighlightingthatcommentsonaspectsoftheauthor’spersonallife,suchastrips,hobbies,familyandprofessionalachievements,arisein50.7%oftheblogs.Thisrevealsthatweblogsarecommunicativetoolswithastrongpersonalemphasisinallareasdiscussed.Overall,thisdatasuggeststhatblogsbelongingtoanorganizationaremoreseriousandformal,inboththeircontentandtheblogposts.Moreover,theyfundamentallyprovideinformationontheirowncompanyandpublicizeitswebsite.Thiscontrastswithpersonalblogswherethetonecanrangefromthestrictlyformaltothecolloquial.Theresultsalsorevealdifferencesinthecontentsofprofessionalandnon-professionalpublicrelationsblogs.Theformerexploreissuesinpublicrelationsandcommunicationingeneral,aswellastheblogosphereandtheInternet.However,theblogswrittenbynon-professionalsprovideopinionsonadvertising,televisionandothermoreinformativeaspects.Thesedonotcontainexperiencesbutopinionsandperceptionofthe?eld.Broadlyspeaking,thereisnoadvertisingonblogs.Although41.8%ofthesampleincludesbanners,thesearenotadvertisingoftheblogbuttraditionaladvertsthathavebeenaddedtoblogpoststobehighlighted,displayedorcommentedonfromamarketingcommunicationsperspective.Therefore,theyconstituteadvertisingintegratedintotheusercomments,withahighdegreeofsubjectivity.Lastly,Table2showsthepercentagesofthemainissuestackledintheblogpostsontheweblogsanalyzed.Asisevident,95.5%oftheblogsdiscusstheblogosphereintheircomments.Theseconcerntheimportanceofthisnewcommunicativetool,itscharacteristicsanditsuseinpublicrelations.ThenextmostimportantaretopicsonInternetcommunication,inadditiontothetheoryandpracticeofpublicrelations,albeitfrommoreofaprofessionalthananacademicorresearch-basedstance.Table2譯文：博客公關(guān)：博客公共關(guān)系的探索性分析關(guān)鍵詞：博客公共關(guān)系互動(dòng)性可用性摘要：盡管微博在互聯(lián)網(wǎng)上日益流行，但這仍是一個(gè)公共關(guān)系中很少涉足研究的領(lǐng)域。分析顯示，微博已被作為一項(xiàng)溝通工具，而不僅僅是公共關(guān)系知識(shí)系統(tǒng)主要信息源。本文提供了67博客來確定研究的問題，它們是否是該領(lǐng)域的理論發(fā)展的工具，對(duì)處理公共關(guān)系的結(jié)構(gòu)和內(nèi)容進(jìn)行探索性研究。除了其內(nèi)容，我們已經(jīng)看到博客的結(jié)構(gòu)，實(shí)用性和互動(dòng)性。1、介紹博客是一些作者在線交流的主要工具，然而在一個(gè)給定的問題上別人很少超過專家們的意見,（埃雷拉塞拉亞，2006年）。他們是這樣的，近中期（1996年開始）的概念仍然存在爭議和值得商榷（巴頓，2005年）。在任何情況下，他們的說服力和信息功能，是具有重大意義的，因?yàn)樗麄兛梢缘玫奖裙娸浾摳薮蟮挠绊懥Φ囊庖婎I(lǐng)袖。在這個(gè)意義上斯威特斯和Metzgar（2007年）已經(jīng)證明，在危機(jī)情況下，閱讀個(gè)人博客的人有危機(jī)組織的看法。博客的崛起似乎是肆無忌憚的，它是一種現(xiàn)象，是發(fā)生在所有的知識(shí)領(lǐng)域的（詹金斯，2006年）。目前有超過60萬個(gè)博客的存在，每一天有75,000條新聞產(chǎn)生（科恩與克里希納穆爾蒂，2006年）。全球超過14萬人堅(jiān)持在互聯(lián)網(wǎng)上寫個(gè)人日記，超過100萬人習(xí)慣閱讀博客（戈迪略，2007年）。博客世界人口每半年增加一倍，如今博客人口是三年前的六十倍。曾經(jīng)沒有傳播媒介如此迅速地蓬勃發(fā)展。博客作家每天寫70萬至130萬篇文章——幾乎是一個(gè)第二（戈迪略，2007年）。由于他們的到來，因?yàn)橛兴麄兊纳鐣?huì)認(rèn)知，目標(biāo)和文化，經(jīng)濟(jì)，政治和媒體的影響（楊，2007年），博客已經(jīng)改變。網(wǎng)志已經(jīng)多樣化，并在教育，商業(yè)，政治，新聞和公共關(guān)系等不同領(lǐng)域有所發(fā)展。根據(jù)何禮泰（2005年）的說法，公共關(guān)系的交際網(wǎng)志的使用雙重基礎(chǔ)。一方面，他們讓業(yè)界人士分析市場，并確定他們觀眾的意見來衡量一個(gè)企業(yè)，產(chǎn)品或品牌的輿論。另一方面，通過他們的參與，給予個(gè)人和組織的意見的主要技術(shù)，來張貼評(píng)論其他博客或創(chuàng)建自己的博客。然而，這項(xiàng)研究中，不注重分析企業(yè)博客，僅僅把公共關(guān)系作為一種工具使用，但看起來在關(guān)公共關(guān)系方面，公共關(guān)系或它的活動(dòng)之一是博客的主旋律。我們的目的是分析公關(guān)博客是什么，或它處理什么問題，在博客文章中，除了這個(gè)新的交際工具，可能會(huì)影響其效果，傳遞信息的任何結(jié)構(gòu)元素：目標(biāo)，結(jié)構(gòu)和可用性程度，交互性和連接水平。2、方法公關(guān)博客數(shù)據(jù)庫并不多見。一個(gè)最全面，并定期更新的網(wǎng)上公共關(guān)系目錄，由詹姆斯H·諾頓創(chuàng)建。我們選擇了這個(gè)數(shù)據(jù)庫，其中包括公共關(guān)系博客目錄分為四大類：公共關(guān)系大會(huì)（67博客），目錄和聚合（7），雜項(xiàng)（3），高科技公關(guān)（8）。為了避免任何偏見，從分類標(biāo)準(zhǔn)，研究的目的，我們從公共關(guān)系的總類中選取67博客。2006年10月和2007年1月之間進(jìn)行了數(shù)據(jù)采集。因此，選擇的樣本進(jìn)行分析，包括67個(gè)來自世界各地的公共關(guān)系博客。對(duì)于數(shù)據(jù)收集，我們制定了50個(gè)項(xiàng)目措施，后來被歸類創(chuàng)建為主要分析變量分析模板。這些變量是：（一）作者：博客寫雇員的個(gè)人，組