案例研究法在品牌传播中的应用实证分析

品牌传播是基于管理学和传播学的一个交叉研究领域。而案例研究法作为社会科学领域一种重要的研究方法,已经在该领域得到了广泛应用。本文通过对一些品牌传播相关学术论文进行内容的实证分析,以了解案例研究法在该领域研究中应用的现状。     

The Value of Communication Science

In communication science, the distinction between applied and basic research is often accompanied by a discussion of the relative value of each. However, the idea that there is a value distinction to be made between applied and basic research is fundamentally inconsistent with scientific epistemology. Rather than different modes of inquiry with different relative value, communication science is a whole, constituted by applied and basic researchers who focus on different goals of science: to explain, to predict, and to control. An example is provided of a highly successful communication intervention created via the cooperation between applied and basic scholars.     

Confirmatory Factor Analysis and Measurement Invariance Testing with Ordinal Data: An Application in Revising the Flirting Styles Inventory

Factor analysis (FA) is becoming a common practice in communication research for measurement validation, yet issues associated with FA for ordinal items have not been adequately addressed. As many attitudinal and behavioral measures in communication research consist of ordered-categorical items, this article provides an accessible introduction for applied researchers on categorical confirmatory factor analysis (cat-CFA) and measurement invariance (MI) testing for ordinal data. First, this paper presents conceptual discussions on the classical and the categorical FA models and conditions under which applications of the classical FA can lead to estimation biases. Second, model identification and specification issues with MI for ordinal data are discussed. Third, to demonstrate the techniques, cat-CFA and MI with ordinal data are applied to the revision of an existing self-report Likert-type measure, the Flirting Styles Inventory.     

Diffusion of Innovations: Communication Evolution and Influences

Diffusion of innovations research has altered the research trajectories of those in the field of communication. In this article, the authors briefly explore the evolution of diffusion research, in terms of theoretical influences and applied research advances, and then address how the evolution of diffusion of innovations provided the impetus for a communication discipline identity search. An explication of how diffusion of innovations can be viewed as mechanistically affecting media convergence is presented. This piece closes with a call to return to diffusion research, especially given the face of current communication vehicles and media convergence.     

Point of Practice: Keeping “Health” in Health Communication Research and Practice

A review of my research in health communication leads to the presentation of eight insights that may be applied to the practice of health communication. The significance of collaboration and work in health communication practice settings, ranging from public health departments, to clinics, to participation in the Institute of Medicine guides the discussion of three broad principles that inform my health communication research. In both cases, a core emphasis is given to keeping “health” in health communication research and practice.     

学术期刊视角下国内外传媒领域研究现状分析与启示:数字驱动下的知识结构重塑

[目的/意义]面对世界范围内各种思想文化交流、交融、交锋的新形势,深入挖掘国际传媒研究热点,对促进我国传媒领域的学术发展与学科体系完善具有重要意义。[方法/过程]本文以Web of Science数据库中2015—2019年传媒类期刊文献数据为基础,结合概率主题模型、文献计量方法以及自然语言处理技术对文档内容和元数据进行联合建模,构建国家-主题分布矩阵,较为全面地挖掘了近五年来国际传媒研究的地理分布与知识结构,最终落脚于国内传媒领域研究的热点主题分析。[结果/结论]研究结果表明,数字技术推动新媒体蓬勃发展,不断刺激传媒领域的产业升级与文化重塑。我国部分主题在理论研究、产学交流、学科融合等方面仍存在探索与提升的空间,需要在重视理论研究与应用研究、基础学科与新兴学科协同发展的基础上,开展符合国内需求、具有国际视野的传媒研究,为传媒领域的持续深入发展添砖加瓦。     

对新闻传播理论研究几个问题的观察与思考

本文从新闻学的学科归属——新闻学或传播学或新闻传播学、基础性研究和应用性研究、传统继承与学术借鉴、创新研究与学术规范等诸方面,阐述了对新闻传播理论研究问题的观察与思考。笔者认为,摆在形势喜人的新闻理论研究面前的,也有许多困惑和不足。这些困惑与不足,不仅直接导致基础性研究脱离实际,应用性研究缺乏理性,损害新闻学科形象和新闻人才培养,还在一定程度上影响中外学术交流和对外合作研究。     

Introducing computational social science for Asia-Pacific communication research

ABSTRACT

Computational social science has caused a shift of research paradigm in social science in general and communication in particular. The special issue brings together a community of active researchers to introduce computational social science for Asia-Pacific communication research. The special issue outlines major computational methods closely related to communication research and demonstrates how computational methods can be applied to address theoretical and practical questions in Asia-Pacific societies. The advantages and limitations of computational methods have been conceptually discussed and/or empirically illustrated. Finally, the special issue provides a guideline of conducting computational research for communication researchers in Asia-Pacific societies and beyond.     

Talking the Talk: Library Classroom Communication and International Students

Language is a primary barrier for international students in library instruction classes. This article reviews the literature on classroom communication from both the second language acquisition and library fields, and suggests ways in which second language acquisition research can be applied to communication with international students in library classrooms.     

Technocratic and design stances toward communication expertise: how GDSS facilitators understand their work

This study investigates the shared, and often unstated, premises that frame the expert communication servicing of meeting facilitators who implement group decision support systems (GDSS). Nine premises about facilitating communication were reconstructed from the way practitioners use the concept "process" to describe the expert servicing they perform. The premises reveal how the facilitators treat an analytic distinction between process and content to be a natural fact about communication. This factual presumption entails a nascent philosophy of practice--"process management"--that facilitators use to persuade clients, and practitioners, about the trustworthiness and credibility of their servicing. The ironic consequence of this philosophy is the denial of the very influence and expert judgment they exercise in their professional action. This is not only problematic for individual practitioners and consumers of facilitation services but for the development of facilitation practice itself. The implications of this analysis for facilitation practice and applied communication research are discussed in terms of a "design stance" toward communication expertise which is an alternative to the "technocratic stance" that currently frames practitioner, consumer, and research interests in GDSS facilitators.     

Technocratic and design stances toward communication expertise: how GDSS facilitators understand their work

This study investigates the shared, and often unstated, premises that frame the expert communication servicing of meeting facilitators who implement group decision support systems (GDSS). Nine premises about facilitating communication were reconstructed from the way practitioners use the concept "process" to describe the expert servicing they perform. The premises reveal how the facilitators treat an analytic distinction between process and content to be a natural fact about communication. This factual presumption entails a nascent philosophy of practice--"process management"--that facilitators use to persuade clients, and practitioners, about the trustworthiness and credibility of their servicing. The ironic consequence of this philosophy is the denial of the very influence and expert judgment they exercise in their professional action. This is not only problematic for individual practitioners and consumers of facilitation services but for the development of facilitation practice itself. The implications of this analysis for facilitation practice and applied communication research are discussed in terms of a "design stance" toward communication expertise which is an alternative to the "technocratic stance" that currently frames practitioner, consumer, and research interests in GDSS facilitators.     

Pictures,patience, and practicalities: lessons learned from using photovoice in applied communication contexts

The unforeseen trials of arts-based research may suppress creative and innovative explorations. Photovoice, a visual method of investigation employing participatory photography, presents a host of apprehensions. Yet, photovoice is both a valid and rich methodology that can greatly expand the reach and scope of applied communication research. In this essay, we – three applied communication researchers – discuss the complexities of photovoice, highlighting areas of consideration that interested researchers should contemplate before utilizing this methodology. Briefly exploring three of our research studies and their varying topics (i.e. long-term cancer survivors, domestic violence organizational advocacy, male body culture), we discuss three broad areas of difficulty in photovoice research: analysis, control, and exposure. Despite the unique obstacles that photovoice presents, we argue that it, along with other forms of arts-based research, are profitable and definitely worth the challenge.     

Shareholder communication and issue salience: corporate responses to ‘social’ shareholder activism

This study focuses on corporate engagement when shareholder activists raise concerns about social issues during annual shareholder meetings. Building upon strategic communication, social activism, and management research, the study combines Stakeholder Salience Theory (SST) and Issues Management Theory to explain corporate responses to shareholder activism. The researchers constructed a dataset of 844 shareholder actions in the U.S., all concerning environmental issues from 2006 to 2014. The analyses revealed that the urgency of the shareholder requests was the main driver of saliency. Moreover, shareholder activism strategies that engage corporations in private negotiations appeared to be effective in eliciting positive corporate responses. The findings contribute to applied communication theory and research by advancing SST with an issues management perspective in the context of shareholder activism.     

Trait verbal aggression,sports fan identification,and perceptions of appropriate sports fan communication

This study attempted to further the preliminary research in the area of sports and communication. Specifically, communication constructs including verbal aggression and context appropriateness were applied to the sports setting. Participants (n ‐ 407) completed questionnaires based on a team sporting event that they had recently watched. It was found that fans who were high in trait verbal aggression were (a) more likely to see verbal communication directed at the players and coaches during sporting events as appropriate, and (b) less likely to see fan display of support for their teams as an appropriate form of communication at sporting events. Participants who were high in fan identification were more likely to see displaying the team's insignia and verbal communication toward players and coaches as appropriate. Limitations and future directions for the area of sports communication are discussed.     

Advancing communication as a science: Research opportunities from the federal sector

The centrality of communication in health promotion is described in Healthy People 2010: Objectives for Improving Health, which noted that "health communication can contribute to all aspects of disease prevention and health promotion." In this paper we build on this argument by suggesting that communication science can be advanced by pursuing a "big-science" strategy where important and challenging questions about the role of communication in modern life are studied through rigorous research designs and research findings are applied to addressing significant social issues and problems. A significant dimension of a "big-science" strategy is the pursuit of programs of research using longitudinal designs and large samples with adequate controls. Given that such large-scale studies necessarily involve funding, we review some major funding initiatives and programs in different agencies of the federal governmental.     

应用研究论文的"重复"发表现象及对策

应用研究论文中内容的重复发表现象主要表现为同种方法在不同的地区多次使用;同种方法在不同的学科中多次使用;同一批数据或同一个实例多次使用;与外文期刊上的内容重复.掌握先进的网络技术、提高外语水平、关注同行期刊、参与课题研究、注重同行间的交流是阻止这些论文重复发表的有效途径.     

Advancing communication as a science: Research opportunities from the federal sector

The centrality of communication in health promotion is described in Healthy People 2010: Objectives for Improving Health, which noted that "health communication can contribute to all aspects of disease prevention and health promotion." In this paper we build on this argument by suggesting that communication science can be advanced by pursuing a "big-science" strategy where important and challenging questions about the role of communication in modern life are studied through rigorous research designs and research findings are applied to addressing significant social issues and problems. A significant dimension of a "big-science" strategy is the pursuit of programs of research using longitudinal designs and large samples with adequate controls. Given that such large-scale studies necessarily involve funding, we review some major funding initiatives and programs in different agencies of the federal governmental.     

试论手机媒体内容的信息网络传播权

当前,手机已成为继报刊、广播、电视、互联网之后被公众所广泛认知的"第五媒体",即手机媒体。手机媒体内容作为无可置疑的著作权法涵盖客体是手机媒体传播的主要对象,其信息网络传播权因手机媒体传播方式的多样性而受到巨大威胁。手机媒体内容信息网络传播权研究是著作权法学理论应用于手机媒体领域中的一项重要课题。文章以手机媒体内容的作品性为研究基点,探讨其信息网络传播权的内涵与特征,进而界定了常见的侵权行为。