新媒體微博營(yíng)銷外文文獻(xiàn)翻譯中英文

1、精選優(yōu)質(zhì)文檔-傾情為你奉上精選優(yōu)質(zhì)文檔-傾情為你奉上專心-專注-專業(yè)專心-專注-專業(yè)精選優(yōu)質(zhì)文檔-傾情為你奉上專心-專注-專業(yè)新媒體微博營(yíng)銷外文文獻(xiàn)翻譯 (含：英文原文及中文譯文) 文獻(xiàn)出處：Xifra J, Huertas A. Blogging PR: An exploratory analysis of public relations weblogsJ. Public Relations Review, 2008, 34(3):269-275. 英文原文 Blogging PR: An exploratory analysis of public relations weblogsXi

2、fra J, Huertas AAbstractAlthough there are ever more weblogs on the Internet, this is an area that has been little researched in public relations, and where they have been analyzed it has been as a tool for communication rather than a primary information source in the public relations body of knowle

3、dge. This paper provides an exploratory study of the structure and content of 67 blogs on public relations to determine what issues they deal with and whether they are a tool for the theoretical development of the field. In addition to their content we have looked at the structure, usability and int

4、eractivity of the blogs.Keywords: Weblog, Public relations, Interactivity, Usability1. IntroductionBlogs are seen by some authors as major tools for online communication, whereas by others they are little more than experts opinions on a given issue (Herrera & Celaya, 2006). They are such a recent me

5、dium (beginning in 1996) that the concept remains controversial and arguable (Barton, 2005). In any event their persuasive and informative function is of great relevance as they can obtain opinion leadership with a huge inuence over public opinion. In this sense Sweetser and Metzgar (2007) have demo

6、nstrated that in crisis situations, people who read personal blogs have a lower perception of crisis for an organization. The rise of blogs seems to be unbridled and it is a phenomenon that is occurring in all knowledge elds (Jenkins, 2006). There are currently over 60 million blogs in existence and

7、 75,000 new ones each day (Cohen & Krishnamurthy, 2006). More than 14 million people worldwide keep a personal diary on the Internet and a further 100 million (one third of the active Web universe) read blogs habitually (Gordillo, 2007). Every six months the blogosphere population doubles, and it is

8、 today sixty times greater than three years ago. No communication medium has ever burgeoned so rapidly. Weblog writers produce 700,000 to 1.3million articles every day almost one a second (Gordillo, 2007). Since their arrival blogs have been changing, as have their social perception, objectives and

9、cultural, economic, political and media impact (Yang, 2007). Weblogs have diversied and are developing in such diverse spheres as education, business, politics, journalism and public relations.According to Hallett (2005), the communicative use of weblogs in public relations has twofold foundations.

10、On the one hand they enable professionals to analyze the market and ascertain the opinions of their audiences to gauge public opinion on a business, product or brand. On the other, they are a major technique for participating and giving opinions both personal and organizational, be it by posting com

11、ments on other blogs or creating ones own.This study, however, does not focus on analyzing corporate blogs, which are used as a public relations tool, but looks at blogs concerning public relations in which public relations or one of its activities is the main theme. Our aim is to analyze what publi

12、c relations blogs are about, or what issues are dealt with in blog posts, in addition to any structural elements of this new communicative tool that may affect its efcacy to transmit information: objectives, str ucture and degree of usability, interactivity, and level of connectivity.2. MethodDataba

13、ses of public relations blogs are few and far between. One of the most comprehensive, and regularly updated, is the Online Public Relations directory, created by James H. Norton. We have chosen this database which encompasses a public relations blogs directory split into four categories: Public Rela

14、tions General (67 blogs), Directories and Aggregators (7),Miscellaneous (3), and High-Tech PR (8). In order to avoid any bias resulting from the categorization criteria, for the purposes of this study we took 67 blogs from the Public Relations General category. The data collection was carried out be

15、tween October 2006 and January 2007. Therefore, the sample selected for analysis consists of 67 blogs on public relations from around the world.For the data collection we drew up an analysis template that measures 50 items which were later categorized to create the main analysis variables. These var

16、iables were:(a) Author: The blogs were classied as personal, organizational written by an employee, and purely organizational and, therefore, impersonal.(b) Content: Analysis was carried out of both the issues arising in the blog posts and the images or other resources. The content of blogs is tied

17、up with its pursued objectives, which were also examined.(c) Interactivity: This measures the degree of user participation, according to the interactive resources available on the blog. These include: the option for external users to post comments or contact the blog author by e-mail, podcasting, au

18、dio and video downloads, sales of products and services, user surveys, and the possibility of subscribing.(d) Usability: This is a necessary requisite to develop efcient interactivity (Hallahan, 2001). This variable analyzes how easy it is to use the weblog for those who access it by means of: searc

19、h engines on other blogs, internal search engines, list of previous les, list of most recent blog posts, and calendar.(e) Connectivity: This measures the extent to which the blog is linked to other websites, be it through other linked blogs or websites of interest.The analysis focuses on the descrip

20、tive statistical data on all of the items under study, in addition to the contingency tables and variable correlation. Given the characteristics of the study variables largely nominal and ordinal the Gamma index was used as the most suitable correlation index for the analysis. 3. ResultsA look at th

21、e date when the blogs analyzed were created reveals that the lions share was set up very recently. Only 31.3% go back earlier than 2004. By contrast, 61.2% of the sample blogs were created between 2004 and the present. I t was not possible to ascertain the creation date for ve blogs (7.5%).One of th

22、e dening paradigms of blogs is that they are written in real time. With this new medium we shall no longer speak of frequency but of real time, of ongoing contributions. The upside of this is that they are more dynamic and enriched with a range of conversational styles, but they are lacking in conte

23、mplation (Orihuela, 2006). Despite these characteristics, over half of the blogs analyzed (53.7%) receive new blog posts around ev ery ve days. Only 11.9% are updated or include new input on a daily basis.3.1. AuthorshipIn their study into corporate blogs Lee, Hwang, and Lee (2006) split them into v

24、e categories: the employee blog, written by any worker in the company; the group blog, which is a workers blog kept not by one person alone but by a set of experts; the executive blog, written by management; the promotional blog, which is an impersonal corporate blog seeking to spark discussion on p

25、roducts and events; and lastly, the newsletter blog, which is also impersonal and aims to represent the company stance through its information. We have used this blog authorship classication for our own study but brought it down to only three analysis categories: personal blogs, by public relations

26、professionals; company blogs written by an employee, 2 either non-management or management; and public relations company blogs.The largest share (77.6%) of the blogs analyzed in this study is personal, written primarily by public relations professionals. Corporate blogs written by employees or manag

27、ement constitute a much smaller proportion (16.4%). Impersonal corporate blogs were by far the smallest group (4.5%). This data corroborates the fact that one of the main characteristics of blogs is that they are personal, and users seek this human voice in their communication (Jenkins, 2006). Imper

28、sonal corporate blogs are not as widely accepted by the blogger community (Lee et al., 2006: p. 320) because they are seen as marketing tools or as simple lt ers from the public relations department.With regard to the type of personal blogs, these results match those found in other research. Herring

29、, Scheidt, Bonus, and Wright (2004), in a study conducted in 2003 on a sample of 199 blogs, also observed that most blogs (70%) were personal. Indeed, according to this study, personal information is one of the dening characteristics of blogs.However, what is most striking in these results is the lo

30、w percentage of corporate blogs written by employees, given the powerful communicative tool that they constitute for organizations. Some companies have caught on to their potential and encourage their staff to keep blogs. These contain personal, subjective communication that is not directly sent out

31、 by the company but by a third party who gives their own opinions and the information is therefore perceived as impartial and unbiased. However, the value of this type of communication lies not only in its impartiality but also in the personal information provided, which gives a human face to the co

32、mpany and builds up a positive community vision around it and its products (Lee et al., 2006).3.2. ContentTable 1 shows the main objectives of the blogs analyzed. As can be seen, most seek to comment upon topical affairs in public relations profession, as well as to voice personal opinions on these

33、issues. Given that the blogs analyzed are largely personal, interest in the authors contributions is understandable. Conversely, the low percentage of weblogs that aim to debate issues surrounding public relations theory is surprising.If we look at the contents we nd that 88.1% of the blogs analyzed

34、 contain comments on various aspects of public relations and 85.1% on other communicative affairs. Commentaries on blogs and communication in the blogosphere are also considerable (74.6%), albeit in a lower proportion. It is worth highlighting that comments on aspects of the authors personal life, s

35、uch as trips, hobbies, family and professional achievements, arise in 50.7% of the blogs. This reveals that weblogs are communicative tools with a strong personal emphasis in all areas discussed.Overall, this data suggests that blogs belonging to an organization are more serious and formal, in both

36、their content and the blog posts. Moreover, they fundamentally provide information on their own company and publicize its website. This contrasts with personal blogs where the tone can range from the strictly formal to the colloquial.The results also reveal differences in the contents of professiona

37、l and non-professional public relations blogs. The former explore issues in public relations and communication in general, as well as the blogosphere and the Internet. However, the blogs written by non-professionals provide opinions on advertising, television and other more informative aspects. Thes

38、e do not contain experiences but opinions and perception of the eld.Broadly speaking, there is no advertising on blogs. Although 41.8% of the sample includes banners, these are not advertising of the blog but traditional adverts that have been added to blog posts to be highlighted, displayed or comm

39、ented on from a marketing communications perspective. Therefore, they constitute advertising integrated into the user comments, with a high degree of subjectivity.Lastly, Table 2 shows the percentages of the main issues tackled in the blog posts on the weblogs analyzed. As is evident, 95.5% of the b

40、logs discuss the blogosphere in their comments. These concern the importance of this new communicative tool, its characteristics and its use in public relations. The next most important are topics on Internet communication, in addition to the theory and practice of public relations, albeit from more

41、 of a professional than an academic or research-based stance.中文譯文博客公關(guān):博客公共關(guān)系的探索性分析作者：Xifra J，Huertas A摘要盡管互聯(lián)網(wǎng)上有更多的博客，但這是一個(gè)在公共關(guān)系方面研究很少的領(lǐng)域，而且他們已經(jīng)分析了這個(gè)領(lǐng)域，它已經(jīng)成為溝通的工具，而不是公共關(guān)系知識(shí)體系中的主要信息源。本文提供了67篇關(guān)于公共關(guān)系的博客的結(jié)構(gòu)和內(nèi)容的探索性研究，以確定他們處理的問(wèn)題以及它們是否是該領(lǐng)域理論發(fā)展的工具。除了內(nèi)容之外，我們還研究了博客的結(jié)構(gòu)，可用性和交互性。關(guān)鍵詞：博客，公共關(guān)系，互動(dòng)性，可用性1.引言一些作者認(rèn)為博客是在線

42、交流的主要工具，而其他人則只是針對(duì)特定問(wèn)題的專家意見(jiàn)（HerreraCelaya，2006）。他們是最近的一種媒介（從1996年開(kāi)始），這個(gè)概念仍然存在爭(zhēng)議和爭(zhēng)議（Barton，2005）。無(wú)論如何，他們具有說(shuō)服力和信息功能是非常重要的，因?yàn)樗麄兛梢垣@得對(duì)民意有巨大影響的意見(jiàn)領(lǐng)導(dǎo)。從這個(gè)意義上說(shuō)，Sweetser和Metzgar（2007）已經(jīng)證明，在危機(jī)情況下，閱讀個(gè)人博客的人對(duì)組織的危機(jī)感較低。博客的興起似乎沒(méi)有受到遏制，這是所有知識(shí)領(lǐng)域都出現(xiàn)的現(xiàn)象（Jenkins，2006）。目前有超過(guò)6000萬(wàn)個(gè)博客存在，每天有75,000個(gè)新的博客（CohenKrishnamurthy，2006）。

43、全球有超過(guò)1400萬(wàn)人在互聯(lián)網(wǎng)上留著個(gè)人日記，另有1億人（活躍的網(wǎng)絡(luò)世界的三分之一）習(xí)慣性地閱讀博客（Gordillo，2007）。博客圈人口每六個(gè)月翻一番，而今天比三年前還要高出六十倍。沒(méi)有任何傳播媒介如此迅速地萌芽。博客作者每天生產(chǎn)70萬(wàn)到130萬(wàn)篇文章 - 差不多一秒鐘（Gordillo，2007）。自從他們到達(dá)的博客一直在變化，他們的社會(huì)觀念，目標(biāo)以及文化，經(jīng)濟(jì)，政治和媒體影響力也隨之改變（Yang，2007）。博客已經(jīng)多樣化并正在發(fā)展，如教育，商業(yè)，政治，新聞和公共關(guān)系等多個(gè)領(lǐng)域。根據(jù)Hallett（2005）的觀點(diǎn)，在公共關(guān)系中交際使用博客具有雙重基礎(chǔ)。一方面，他們使專業(yè)人士能夠分

44、析市場(chǎng)并確定受眾的意見(jiàn)，以衡量公司對(duì)商業(yè)，產(chǎn)品或品牌的意見(jiàn)。另一方面，他們是參與和提供個(gè)人和組織意見(jiàn)的主要技術(shù)，無(wú)論是通過(guò)在其他博客上發(fā)表評(píng)論或創(chuàng)建自己的意見(jiàn)。然而，這項(xiàng)研究并不著眼于分析作為公共關(guān)系工具的企業(yè)博客，而是著眼于以公共關(guān)系或其中一項(xiàng)活動(dòng)為主題的公共關(guān)系博客。我們的目標(biāo)是分析公共關(guān)系博客是關(guān)于什么的，或者博客文章中處理了什么問(wèn)題，以及這種新的溝通工具的任何結(jié)構(gòu)元素都可能影響其傳遞信息的效率：可用性的目標(biāo)，結(jié)構(gòu)和程度，交互性和連通性水平。2.方法公關(guān)博客的數(shù)據(jù)庫(kù)很少。其中最全面和定期更新的是James H. Norton創(chuàng)建的在線公共關(guān)系目錄。我們選擇了這個(gè)數(shù)據(jù)庫(kù)，其中包含一個(gè)公共關(guān)

45、系博客目錄，分為四類：公共關(guān)系綜合（67個(gè)博客），目錄和集合商（7），雜項(xiàng)（3）和高科技公關(guān)（8）。為了避免分類標(biāo)準(zhǔn)帶來(lái)的偏差，為了本研究的目的，我們從公共關(guān)系總類中選取了67個(gè)博客。數(shù)據(jù)收集工作是在2006年10月至2007年1月期間進(jìn)行的。因此，選擇分析的樣本包含67個(gè)來(lái)自世界各地公共關(guān)系的博客。為了收集數(shù)據(jù)，我們制定了一個(gè)分析模板，用于測(cè)量50個(gè)項(xiàng)目，這些項(xiàng)目后來(lái)被分類以創(chuàng)建主要分析變量。這些變量是：（a）作者：博客被分類為個(gè)人，組織由員工編寫，純粹是組織的，因此非個(gè)人化。（b）內(nèi)容：分析博客文章中出現(xiàn)的問(wèn)題以及圖像或其他資源。博客的內(nèi)容與追求的目標(biāo)緊密相關(guān)，這些目標(biāo)也進(jìn)行了審查。（c）

46、互動(dòng)性：根據(jù)博客上提供的互動(dòng)資源來(lái)衡量用戶參與的程度。其中包括：外部用戶選擇發(fā)布評(píng)論或通過(guò)電子郵件，播客，音頻和視頻下載，產(chǎn)品和服務(wù)銷售，用戶調(diào)查以及訂閱的可能性聯(lián)系博客作者。（d）可用性：這是開(kāi)發(fā)有效交互性的必要條件（Hallahan，2001）。這個(gè)變量分析了通過(guò)以下方式使用博客的容易程度：其他博客上的搜索引擎，內(nèi)部搜索引擎，以前的文件列表，最近的博客文章列表和日歷。（e）連接性：衡量博客鏈接到其他網(wǎng)站的程度，通過(guò)其他鏈接的博客或感興趣的網(wǎng)站。除了列聯(lián)表和變量相關(guān)性之外，分析側(cè)重于所有研究項(xiàng)目的描述性統(tǒng)計(jì)數(shù)據(jù)。考慮到研究變量的特征 - 主要是名義上的和有序的 - Gamma指數(shù)被用作分析的

47、最合適的相關(guān)指數(shù)。 3.結(jié)果看看被分析的博客的創(chuàng)建日期顯示，獅子的份額是在最近建立的。僅有31.3比2004年提前回落。相比之下，61.2的樣本博客創(chuàng)建于2004年至今。我無(wú)法確定五個(gè)博客的創(chuàng)建日期（7.5）。博客的定義范例之一是它們是實(shí)時(shí)編寫的。有了這個(gè)新媒體，我們就不再談?wù)擃l率，而是實(shí)時(shí)了解正在進(jìn)行的貢獻(xiàn)。其優(yōu)勢(shì)在于，他們更具活力，豐富了一系列對(duì)話風(fēng)格，但他們?nèi)狈Τ了迹▕W里韋拉，2006）。盡管有這些特征，但分析的博客中有一半（53.7）在五十五天左右收到新的博客文章。只有11.9被更新或每天包含新的輸入。3.1原創(chuàng)在他們對(duì)企業(yè)博客的研究中，Lee，Hwang和Lee（2006）將它們分為五類：?jiǎn)T工博客，由公司的任何員工編寫;團(tuán)體博客，這是一個(gè)工人的博客，不是由一個(gè)人保存，而是由一組專家保存;管理層撰寫的執(zhí)行博客;促銷博客，這是一個(gè)非