Behind the Smile: Reading Cultural Values in Thai Advertising

This study investigates how Thai cultural values are expressed in advertising messages. Manifest cultural values in Thai TV commercials were compared with value clusters identified by S. Komin in Psychology of the Thai people: Values and behavioral patterns (1991). Findings suggest that values expressed in the advertisements differ somewhat from those important to Thai people. While commercials were most likely to emphasize ego, a value rated as important to Thai people, the ads also focused on fun and pleasure and achievement/task orientation which are of lesser importance to Thais. Similarly, advertisements focused on maintaining smooth and gratifying interpersonal relationships were downplayed, despite the fact that these values are important in Thai society.     

跨越文化 寻求共识——从文化与认知的视角重新审视向世界传播中国文化的方式

在吉尔兹(Clifford Geertz)所开创的跨文化传播研究中,传统的研究者们始终将目光聚焦于发现不同种类文化间的差异,并在了解差异的基础之上,实现相互理解。这一经典的研究方法所存在的一个最重要问题就是它假设了全人类没有一个共通的认知共性,从而导致文化与认知之间相互循环论证的解释悖论。在本文中,作者将另辟蹊径,试图结合近年来文化心理学与认知心理学的前沿成果,在发现人类认知共性的基础上,寻找跨文化传播中的共识,并重新审视中国文化走出去战略中的核心问题。     

青少年对广告负面影响的第三人效果研究

第三人效果是一种受众认为媒体对其他人的影响大于对他们自己影响的现象。本研究旨在探索不同年龄阶段的受访者对广告负面影响是否存在第三人效果认知,并探索年龄和社会距离与第三人效果认知之间的关系。对447名学生调查发现:初中、高中和大学各年龄阶段的受访者都存在显著的第三人效果认知;受访者认为小生学最容易受到广告的影响,其次为同龄其他人,最小为中老年人;第三人效果认知并没有随着受访者的年龄增大而增强。本研究结果意味着年龄可能并非是受访者判断自己与他人差距的标准,而可能是专业知识或社会经验。     

Representations of Race in Television Commercials: A Content Analysis of Prime-Time Advertising

Given the paucity of contemporary examinations of racial/ethnic minority portrayals in television advertisements, this study analyzed the frequency, context, and quality of 2,3 15 speaking characters in a one-week sample of prime-time television commercials. Results reveal different patterns of portrayals when African American, Asian American, Latino, Native American, and White characters are featured in television advertisements. The implications of these images are examined from the perspective of social cognitive theory to provide insights into their possible impact on audience members' self-perceptions.     

中国广告媒介研究的学术语境变迁——基于1981-2008年五本代表性期刊相关文章的实证分析

本文通过对与广告媒介研究相关的五本代表性刊物进行研究,对1981-2008年以来中国广告媒介的研究文章进行了梳理和分析,从十个不同的指标角度来探讨中国广告媒介研究变迁的特征,从中审视广告媒介研究学术体系中所存在的不足,为推动广告媒介学术研究进程提供阶段性依据。     

Global risk,domestic framing: coverage of the North Korean nuclear test by US,Chinese, and South Korean news agencies

Comparative framing analysis on coverage of the North Korean nuclear test in the US Associated Press, Chinese Xinhua, and South Korean Yonhap news agencies identified four major media packages. First, a common ‘threat’ frame dominated coverage by all news agencies, represented by reconfiguration of geopolitics and an emphasis on global cooperation in both perception and resolution of the nuclear test. Second, with each nation positioning itself differently in the world power system, the issue was notably domesticated in the news, with Associated Press connecting the nuclear test to the broader ‘War on Terror’ framework found frequently in US media, Xinhua promoting a negotiation principle in handling the issue, and Yonhap framing the test with a ‘Cold War’ perspective. In all three cases, national political interests exerted important impacts on the construction of frames. The compatibility of the seemingly opposite packages (globalizing vs. domesticating) signifies both intensification of worldwide social relations and reassertion of national stands. This finding lends support to the transformationalist view of globalization, which suggests that the nation state still matters in a globalized world, but is being recontextualized in a more complex world of politics and culture.     

奥运赞助效果及受众广告意识的变化——基于北京2008年奥运合作伙伴/赞助商广告效果的调查

本研究对北京2008年奥运合作伙伴/赞助商的广告效果进行了调查,发现受众/消费者对合作伙伴/赞助商的总体识别率不高、总体印象变化不大、购买意愿变化不大。这让我们思考,奥运赞助的效果是否还像过去十余年间那般强烈。中国企业不应把品牌的构筑寄托于一次性的时机上,企业对待奥运会之类的重大时机要客观、平和;品牌的影响力在于持之以恒的围绕品牌核心价值进行构筑,重视社会营销手法。     

报业衰退时代巴菲特旗下报纸的渊源、现状和经营策略

美国报业自2008年金融危机之后进入衰退时代.但金融投资大亨巴菲特却因逆市收购数十家小型地方性报纸而引发报业人士强烈关注.文章综合查询相关资料,从巴菲特收购报纸路线图、巴菲特拥有的报纸情况及其经营报纸的策略三方面,对巴菲特旗下报纸的情况进行综合介绍.     

The Missing Role of Parents: A Content Analysis of Newspaper Coverage of Parenting Practices and Communication Strategies for Addressing Binge Drinking

Parents can employ communication strategies to prevent alcohol use among college students. This investigation utilizes content analysis to examine the coverage of parent-related strategies in 32 newspapers over the last decade. Of the 255 articles related to college drinking, only 49 mentioned one or more parenting strategies. The most frequently mentioned strategies were parental notification of their child's problem behavior by college administrators and communicating with older children about alcohol. The strategies mentioned least were monitoring and staying connected with college-aged children and talking about the consequences of binge drinking. The minimal coverage suggests a need for the use of media advocacy by public health professionals.     

Contents and Effects of Newspaper Coverage of Talk Radio in Hong Kong: A Study of Remediation Through Content Adaptation

Media outlets and platforms in contemporary societies do not operate in isolation, but are interconnected with each other in various ways. The influence and significance of a medium can therefore depend on what Bolter and Grusin (1999 Bolter , J. D. , & Grusin , R. ( 1999 ). Remediation . Cambridge , MA : MIT Press . [Google Scholar]) labeled “remediation,” that is, the processes through which a medium is represented by other media. Content adaptation—the selective appropriation of the contents of another medium—is a specific means of remediation. This article applies these theoretical principles to the study of talk radio in Hong Kong. It examines how newspapers appropriate the contents of political talk radio and how content adaptation by the press affects people's perceptions of talk radio. Empirically, a content analysis shows that newspapers regularly cover talk radio contents, but the coverage is affected by the journalistic paradigms the newspapers adopt. Based on the content analysis, hypotheses about the relationships between news consumption, talk radio listening, and perceived value of talk radio are set up and tested by data from a representative survey (N = 862). The findings confirm the presence of “content adaptation effects.”     

使用与满足视角下社交网络用户行为研究综述:基于国外54篇实证研究文献的内容分析

[目的/意义]基于使用与满足这一视角,对国外社交网络用户行为相关的文献进行系统的梳理与分析,以期对国内相关研究提供参考。[方法/过程]采用内容分析方法,遵循Webster和Watson的两阶段综述方法,共获取社交网络用户行为研究相关的实证类文献54篇;逐一阅读与分析这些文献,主要关注与分析每篇文献所应用的研究主题、理论基础、因变量、自变量与实证结果。[结果/结论]研究发现：已有研究通常整合多种理论来构建实证模型;认知需求、个人整合需求以及社会整合需求相关的影响因素被学者关注得最多;与此同时,情感需求与压力释放需求相关的影响因素也逐渐受到关注。后续研究需要关注不同层面的需求满足对社交网络用户行为产生的不同影响、不同代际的用户群体使用社交网络的行为以及社交网络沉迷行为这些日益浮现的重要议题。     

我国网络内容政策法规的文本分析

[目的/意义]描述并分析我国网络内容政策法规的基本信息和文本内容，了解其存在的问题和不足，与主要发达国家网络内容政策法规予以对比，给出相应解决办法，为我国网络内容治理提供法制保障。[方法/过程]在政府门户网站和政策法规专业数据库中搜索网络内容政策法规，经筛选，共得到有效样本202个。将所得数据导入Nvivo11，采用内容分析法从颁布时间、颁布主体、颁布形式三个角度对我国网络内容政策法规文本的基本信息予以探索，并从网络内容主体和网络内容客体两个维度对政策法规文本内容展开分析。同时，对政策法规颁布主体进行共词分析，采用社交网络分析法利用VOSviewer软件绘制政策法规颁布主体合作网络图。[结果/结论]研究发现我国网络内容政策法规存在颁布主体多元、立法层级低和政策法规内容科学性有待提升等问题，通过与主要发达国家网络内容政策法规的对比分析，建议从改革管理体制、加快重点领域立法、完善网络服务提供者相关规定、明确违法内容判定标准四个角度予以完善。     

The Relationship of Competition and Financial Commitment Revisited: A Fuzzy Set Qualitative Comparative Analysis in European Newspaper Markets

The Cincinnati Post published its last edition on New Year's Eve 2007, leaving the Cincinnati Enquirer as the only daily newspaper in the market. The next year, fewer candidates ran for municipal office in the Kentucky suburbs most reliant on the Post, incumbents became more likely to win reelection, and voter turnout and campaign spending fell. These changes happened even though the Enquirer at least temporarily increased its coverage of the Post's former strongholds. Voter turnout remained depressed through 2010, nearly three years after the Post closed, but the other effects diminished with time. The authors exploited a difference-in-differences strategy and the fact that the Post's closing date was fixed 30 years in advance to rule out some noncausal explanations for their results. Although their findings are statistically imprecise, they suggest that newspapers—even underdogs such as the Post, which had a circulation of just 27,000 when it closed—can have a substantial and measurable impact on public life.     

Intentional integration of diversity ideals in academic libraries: A literature review

Diversity is a cornerstone of the library profession and the Association of College and Research Libraries (ACRL) has recently announced a renewed emphasis on diversity and inclusion. In response to this initiative, this paper will review the current academic literature relating to diversity initiatives in academic libraries. Specifically, it will discuss diversity as it pertains to staffing, culture, collections, services and programming. These five areas are good starting points for libraries to reflect on the current state of diversity at their institutions and plan for meaningful change.     

内容分析法在互联网研究中的应用初探——以与传统媒体内容分析法应用的比较为视角

随着互联网时代的到来,许多适用于传统媒体的研究方法和工具已不再能完全沿用,内容分析法在媒体研究中的应用必须根据媒介特性的改变而作出及时的调整与改进。与传统媒体的内容分析法应用相比较,内容分析法在互联网研究中的应用,在实施抽样、确定分析单位、收集资料和信度检验等方面已发生了显著变化。内容分析的自动化将是互联网研究中内容分析法应用发展的新趋势。     

A cross-cultural comparison of cognitive and affective mediators in the relationship between media use and body image disturbance: focusing on US and Korean women

This study examined whether the relationship between cumulative thin-ideal media and body image disturbance is mediated by (1) cognitive variables, including beliefs about normative thinness and thinness prevalence and (2) affective variables, including dejection and agitation. Also, this study tested whether mediating effects would be different across cultures. Results revealed that perception about normative thinness mediated the relationship between thin–ideal media use and body image disturbance among both US and Korean participants and the effect was stronger for Korean participants. Thinness prevalence estimation did not mediate thin-ideal media use and body image disturbance in either Korean or US participants. Dejection was a statistically significant mediator for the relationship between thin-ideal media use and body image disturbance for both Korean and US participants, but no cultural differences were found. Agitation was also a statistically significant mediator for thin-ideal media use and body image disturbance, but only for Korean participants. Cultural differences in mediating effects were explained based on individualism and collectivism.     

网络广告界面评价中的人机交互理论——网络广告交互界面与广告效果关系模型

首先阐述网络广告的交互性特征、人机交互界面评价理论以及将人机交互理论引入到网络广告界面评价中的可行性;其次,讨论如何利用广告效果理论对传统可用性工程方法进行改造,并提出网络广告交互界面与广告效果关系模型;基于上述讨论,设计一组实验以验证该模型的有关假设。     

我国政府数据开放共享的政策框架与内容:国家层面政策文本的内容分析

[目的/意义]描述国家层面政府数据开放共享政策文本的形式和内容,反映国家政策的概貌,并指出当前政策存在的不足。[方法/过程]采用内容分析法对国家层面的政策文本进行分析。通过搜索引擎、专业数据库和政府门户网站检索政策文本,经数据清洗获得有效样本112份。利用Nvivo10对政策文本进行编码,归纳主题内容;利用Excel表格进行描述性统计,计算频次及百分比。[结果/结论]研究发现：我国政府数据开放共享政策起步较早,2015年开始政策数量迅猛增长;初步形成了贯穿数据生命周期的政策框架;国家各部门的政策为国家顶层设计奠定基础;国家在网络安全、基础设施、跨部门统筹等方面成绩斐然。但仍存在不足,表现在：政府数据开放共享的政策体系尚未形成;政府数据及其元数据缺乏统一的组织描述规范;数据创建与汇交、数据归档与保存和数据监管是薄弱环节;政府与公众互动的政策需扩展深化;政府数据开放共享全过程的质量管理政策有待建立;个人隐私保护政策需进一步具体化;政府数据知识产权政策亟待建立和完善。     

Looking Presidential: A Comparison of Newspaper Photographs of Candidates in the United States and Taiwan

News coverage of elections is a popular topic in mass and political communication research. Studies of this tradition usually focus on news articles and neglect another important element of news content: news photographs. In this study, newspaper photographs of presidential candidates in the United States and Taiwan were compared. Generally, US candidates were more likely to be portrayed as a beloved leader, at leisure, from the side or back, looking determined, as a leader and follower, standing or walking, and with cheering crowds. Candidates in Taiwan were more likely to be depicted in a ‘glad-to-see-you’ pose, with a camera angle looking down, with no expression, as an equal to others in the same photograph, and with inattentive people. How political and cultural differences between these two countries may have contributed to such variations was also discussed in this study.     

Digital Generation: Overview of Cultural and Entertainment Content Usage in Italy

The article investigates the relations between the technological innovation and the usage done, in particular but not exclusively, by the young generation in Italy: the basis for the analysis will be the results of the 2008 edition of the Permanent Observatory on Digital Content. Moreover it presents an overview on how the use of technologies affects the consumption of cultural and entertainment content. It highlights that there is a strong relationship among the level of consumption of these kind of goods and the way technologies are used and, more in particular, shows how the more advanced use of the technologies is depending, more than from the frequency or regularity, from the level of awareness in their use, deriving in general by a strong knowledge and skill, and, especially by the consumption done by the users of the cultural and entertainment goods. The research shows two different clusters of innovative users of technologies: Technofan and Eclectic with very different habits.