Personality structure of brands on social networking sites and its effects on brand affect and trust: evidence of brand anthropomorphization

The current study explored the personality dimensions of brands on Social Networking Sites (SNSs) using a South Korean sample. Through a series of exploratory and confirmatory factor analyses, six dimensions (i.e. Openness, Conscientiousness, Agreeableness, Extraversion, Warmth, and Contentiousness) were yielded for brands with SNS presence. The data also produced six dimensions (i.e. Openness, Sincerity, Extraversion, Competence, Agreeableness, and Ruggedness) for brands without SNS presence. The results show that brands with which consumers interact on SNSs have more human-like personalities than brands absent from SNSs, and the personality dimensions affected brand affect and trust to varying degrees.     

Virtuality and the Television Audience: The Case of Futurama

This essay examines the impact of Internet-based discourse on television audiences by examining the specific case of the recent program Futurama. Futurama has inspired the development of a vast and diverse virtual community dedicated to discussions of the program and the production of a variety of secondary discourses. .     

公益机构的危机传播与品牌营销：以壹基金为个案

本文分析了壹基金在5?12大地震事件中的传播行动以及公益机构的品牌建设等问题.     

Cultural Proximity and Audience Behavior: The Role of Language in Patterns of Polarization and Multicultural Fluency

Cultural proximity is a multidimensional concept, most often used to explain media preferences across national boundaries. The present study extends the construct, revealing its power to explain audience formation within a multicultural society. Portable People Meter data from Arbitron, Inc., was used to compare patterns of television and radio use across Spanish-speaking Hispanics, English-speaking Hispanics, and non-Hispanics in Houston, Texas. The results indicate that language preferences play a powerful role in determining audience behavior. Furthermore, while English-speaking Hispanics exhibit multicultural fluency, the other two populations show evidence of cultural polarization.     

Culture,Gender and Subjectivities: Computer and Internet Restrictions in a High School Library

ABSTRACT

This paper is drawn from an empirical, ethnographic study of information and communications technologies (ICT) use among thirteen, low-income twelfth-graders attending a large urban high school and focuses on participants' ICT access in the school library. It examines how library staff members' cultural and gendered perceptions shaped ICT restrictions in ways that disproportionately impacted students of color, boys, and boys of color and how institutional factors helped to create conditions under which subjectivities served as guideposts for managing scarce resources. I argue that some restrictions were unfounded, unnecessarily impeded these students' ICT use and access and created avoidable tensions between students and library staff.     

Perceptions and practices of media engagement: A global perspective

This study investigates the concept and practice of engagement via media platforms from the perspectives of brands, audience, and media. Under the premise that engagement is a multi-dimensional construct that presents a more complex, qualitative nature different from the traditional, exposure-based quantitative metrics frequently adopted for linear media, this study explores how diverse market sectors and key constituents perceive and apply engagement. In-depth interviews were conducted with 74 subjects from various sectors across 8 countries and textually analyzed using a qualitative data analysis software. Utilizing thematic analysis, the qualitative research addressed the definition, relevancy, and application of audience engagement via media platforms, especially for video content. It was found that promoting engagement is a critical strategy to combat the increasing demand for audience attention. It encompasses all three cognitive–affective–behavioral aspects, but is valued and practiced on a behavioral level most often. Engagement is a thread that links campaign phases together but it is realistically addressed only after more readily available metrics. There are significant challenges in integrating digital and linear media platforms from the perspective of engagement as individual platforms have their own unique characteristics and impacts. In practice, it is also difficult to measure media engagement with metrics that are conceptually meaningful and methodologically accessible.     

A Network Analytic Approach to Audience Behavior and Market Structure: The Case of China and the United States

This study adopts a network analytic approach to understand media audiences in relation to media markets, bridging the literature on audience behavior and media economics. Using audience data in the Chinese and U.S. markets, we apply multi-level measures to compare audience fragmentation patterns, a key indicator of market structure, across television channels. Drawing on McQuail's four–stage fragmentation model, we find the Chinese television market exhibits the Core-Peripheral model where a few channels dominate the marketplace and the rest are viewed by niche segments of the audience. In contrast, the U.S. market represents the Pluralism model with extremely high levels of audience duplication across channels, suggesting overlapping patterns of exposure throughout the market rather than isolated segments.     

媒介文化的价值与构建原则

本文通过对媒介文化理论内函的阐述,从文化、审美、商业的角度分析了媒介文化的价值,并提出了媒介文化的构建必须遵循的原则.     

面向华文教育主题的专业搜索引擎的研究与设计

本文论述了主题型专业搜索引擎的结构特点,并针对华文教育网络信息资源的搜索进行详细的研究和分析,设计面向该特定主题的搜索引擎,为华文教育专业资源数据库的建设提供一种高效信息采集的技术模式.     

一切为了观众——内蒙古博物院免费开放工作中的探索与创新

内蒙古博物院作为自治区六十周年大庆重点献礼工程,于2007年7月31日对外开放,2008年5月被评为内蒙古自治区唯一的“国家一级博物馆”。内蒙古博物院的建成开放,是内蒙古民族文化大区建设成果的重要展示。她生动展示当代内蒙古政治、经济、文化、社会发展成果,是浓缩了中国北方亿万年生态变迁、几千年草原文明史话和当代内蒙古发展的一部“百科全书”。     

图书馆借助新媒体传播科学文化的实践研究——以中国科学院文献情报中心“科学人讲坛”为例

[目的/意义] 以"科学人讲坛"在"新媒体+科学文化内容"方面的有序推进为主要案例，论述新媒体技术在图书馆科学文化传播活动中的具体应用，找到专业图书馆科学文化传播工作优势及发展方向。[方法/过程] 梳理"科学人讲坛"讲座内容、推送渠道及观看数据，通过数据分析影响科学文化传播效果的主要因素。[结果/结论] 新媒体及时、灵活、强互动等特性在科学文化传播工作中起到了良好的效果。图书馆的服务意识、丰富馆藏及科学人文精神与新媒体技术优势的结合，使科学文化传播工作中公众的参与兴趣得到了极大提升，拉近了科学与公众间的距离，提高了科学文化传播效果。     

The dream of statehood and the reality of conflict: local and international coverage of the Palestinian United Nations bid for statehood

This paper examines whether or not media coverage is biased by the political orientation of the journalists’ country, specifically illustrated by the 2011 bid for statehood by the Palestinian Authority in the United Nations. This bid represents a symbolic step toward international recognition of a Palestinian state, an important event in the Israeli-Palestinian conflict. A quantitative analysis was conducted on 1577 news reports from American, European, and Middle Eastern outlets to determine the differences in media coverage of the Palestinian bid for statehood among the channels. The findings suggest that Israeli channels broadcasted a relatively low number of items in which the Palestinian declaration itself was the main theme. The BBC broadcasted a relatively high rate of such items, and offered balanced coverage of both Israeli and Palestinian positions, while coverage by American FOX News channel reflected a pro-Israel bias. The findings also suggest that media outlets may be biased toward specific leaders. This work builds on a growing body of research on media framing of political conflicts and the effect of the political context of a country on its media outlets’ coverage.     

图书馆借助新媒体传播科学文化的实践研究——以中国科学院文献情报中心“科学人讲坛”为例

[目的/意义] 以"科学人讲坛"在"新媒体+科学文化内容"方面的有序推进为主要案例，论述新媒体技术在图书馆科学文化传播活动中的具体应用，找到专业图书馆科学文化传播工作优势及发展方向。[方法/过程] 梳理"科学人讲坛"讲座内容、推送渠道及观看数据，通过数据分析影响科学文化传播效果的主要因素。[结果/结论] 新媒体及时、灵活、强互动等特性在科学文化传播工作中起到了良好的效果。图书馆的服务意识、丰富馆藏及科学人文精神与新媒体技术优势的结合，使科学文化传播工作中公众的参与兴趣得到了极大提升，拉近了科学与公众间的距离，提高了科学文化传播效果。     

The Evolving Journalistic Roles on Social Media: Exploring “Engagement” as Relationship-Building between Journalists and Citizens

ABSTRACT

Scholarly and pragmatic definitions of the term “engagement” vary drastically. This article attempts to capture the nuances of the term by exploring journalists’ roles on social media where “engagement” is supposed to be particularly prevalent. Using in-depth interviews, we gauge the attitudes of traditional political journalists as well as those who think of themselves as “engagement specialists” about their responsibilities in interactive spaces. In addition, we analyze what kinds of engagement are happening in these spaces, and how citizens’ expectations are being articulated, in terms of journalist-audience relationship—an organic resultant of engagement. We found that journalists are taking on new kinds of roles in social spaces—often in the name of “engagement”—but that work is not always particularly interactive with citizens; rather, content is engaged with. In contrast, citizens look to journalists to play a number of roles that range from civic guide to therapist. Thus, relationship building happens sporadically. Furthermore, engagement level is dependent on the platform and its affordances. This research offers a continuum of social media engagement conceived as relationship building that can reconcile the disparities in how we define engagement, and suggests newsrooms appreciate the nuances via a series of recommendations.     

儒家廉政思想与公共图书馆廉政文化建设

儒家廉政思想博大精深,具有现代价值,是公共图书馆廉政文化建设的宝贵精神财富。针对目前我国图书馆廉政文化的发展状况,公共图书馆应从提高对廉政文化的认识、完善廉政行为准则、加强廉政文化内外部环境建设、建立健全廉政文化建设的工作机制等四个方面展开探讨。     

比较传媒体制研究中的归类与遮蔽问题——以有关埃及传媒体制的知识生产为例

在美国传播学者不同阶段的论著中,1956-2004年间的埃及传媒体制先后被归类于威权主义媒体、动员型媒体和转型性媒体。然而,这一系列分类并非价值中立,而是暗含权力和价值取向,是埃及被纳入现代世界秩序与文明等级的一个缩影。梳理原始文献不仅可以发现西方传播学者对埃及传媒体制归类的谬误之处,还可以发现这些学者关于西方传媒体制的道德优越感和他们所持的单一线性历史观在知识生产过程中的渗透。再现归类埃及媒体的知识生产情境,不仅可以以此为例对西方媒体分类体系进行祛魅,而且可以在知识"深度去西方化"的背景下"打捞"被遮蔽的"另类媒体",讲好全球历史中的媒体变迁故事;更重要的是,这有助于我们超越方法论民族主义,在跨文化传播政治经济学的框架下重新确立书写全球传播史的马克思主义史观,进而认识到历史进程的开放性与另类可能性。     

Using ICTs to create a culture of transparency: E-government and social media as openness and anti-corruption tools for societies

In recent years, many governments have worked to increase openness and transparency in their actions. Information and communication technologies (ICTs) are seen by many as a cost-effective and convenient means to promote openness and transparency and to reduce corruption. E-government, in particular, has been used in many prominent, comprehensive transparency efforts in a number of nations. While some of these individual efforts have received considerable attention, the issue of whether these ICT-enabled efforts have the potential to create a substantive social change in attitudes toward transparency has not been widely considered. This paper explores the potential impacts of information and ICTs – especially e-government and social media – on cultural attitudes about transparency.     

学习型新型主流媒体的组织管理:目标、结构、路径与文化

学习型组织建设为新型主流媒体的组织管理提供新的思路。学习型主流媒体组织的实践是一个全方位的过程,需要从组织目标、组织结构、建设路径、组织文化等各个方面共同施策。认同与超越是构建学习型新型主流媒体的组织目标;扁平化的组织结构、践行知识管理的建设路径是构建学习型新型主流媒体组织的运行策略;合作与创新是构建学习型新型主流媒体组织的文化追求。