新媒体环境下企业与微博用户信息行为特征挖掘

【目的/意义】研究新媒体环境下企业微博信息行为特征,通过对比分析五家同类型企业微博信息行为过程,提出建议,从而提高企业与用户信息交互的效果,提高企业核心竞争力。【方法/过程】本文通过网络爬虫采集五家汽车企业近三年来的全部微博数据及粉丝数据,采用知识图谱分析方法,将企业微博在线活动特征可视化,分析企业在线活动的时间特征,在线内容挖掘及热点分析,共同关注者的网络可视化及差异比较。【结果/结论】本文基于知识图谱构建的新媒体环境下企业微博信息行为模型可以作为企业在线信息活动分析的研究框架;数据分析结果表明企业可以利用新媒体平台进行在线活动,提升企业与用户的信息交互效果。     

新媒体时代背景下高校思政课混合式教学模式研究

在新媒体时代背景下,高校思想政治理论课融合新媒体技术进行教学模式的改革与创新迫在眉睫。本文从新媒体环境下的教学角度出发,阐明混合式教学模式的内涵,分析混合式教学模式在思政课教学中的作用和优势,提出构建融合新媒体的思政课混合式教学模式对策建议,促进学生在混合式教学模式下能够实现全方位发展,提升思政课的教学效果,实现其价值目标。     

Identifying the combinations of motivations and emotions for creating satisfied users in SNSs: An fsQCA approach

Social Networking Sites (SNSs) play an important role in our daily lives and the number of their users increases regularly. To understand how users can be satisfied in the complex digital environment of SNSs, this study examines how motivations and emotions combine with each other to explain high satisfaction. Users’ motivations comprise four attributes, entertainment, information, social-psychological, and convenience. Emotions are divided into their two main categories, that is positive and negative emotions. We draw on complexity and configuration theories, present a conceptual model along with propositions and perform a fuzzy-set qualitative comparative analysis (fsQCA). Through an empirically study with 582 SNSs users, we present eight combinations (configurations) of motivations and emotions that lead to high satisfaction, which highlight the role of high convenience, followed by entertainment and information motivations in being satisfied with SNSs. High satisfaction can be achieved both when positive and negative emotions are high and low, depending on how they combine users’ motivations. None of the factors are indispensable to explain high satisfaction on their own, instead they are insufficient but necessary parts of the causal combinations that explain high satisfaction. This study contributes in SNSs literature by extending current knowledge on how motivations and emotions combine to increase satisfaction, and by identifying specific patterns of users for whom these factors are important and influence greatly their satisfaction.     

To be or not to be in social media: How brand loyalty is affected by social media?

There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. A survey-based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which in turn have positive effects on brand trust, and trust has positive effects on brand loyalty. We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty. The implications for marketing practice and future research are discussed.     

基于系统动力学的网络舆情风险模型仿真研究

舆情事件在网络传播的迅捷性、互动性与广泛性等特征催化下,风险不断上升,对社会稳定造成重大负面影响。鉴于网络舆情风险是多因素互动的结果,从舆情信息扩散效率、舆情主体传播能力、网络媒体作用水平、舆情受众共鸣程度等模块建立了系统动力学模型,并利用Vensim PLE进行了模拟仿真。仿真结果表明,舆情敏感度、主体活跃度、媒体影响力、受众参与度等变量与网络舆情风险存在较强互动关系,能够对后者产生较大影响。     

新媒体视域下提升城市文化软实力之探析——以福建省泉州市为例

文化软实力是评估城市综合实力的基本元素之一,文章基于新媒体、文化软实力及新媒体对传统媒体的冲击的时代背景,分析了新媒体视域下泉州文化软实力发展过程中存在的问题,指出了提升泉州文化软实力的路径和发展方向。     

信息素养和媒介素养教育的融合途径——联合国“媒介信息素养”的启示

[目的/意义]传统的信息素养教育强调检索技能和方法,联合国教科文组织近年来提出的"媒介信息素养"(简称MIL)概念,首次将媒介素养和信息素养融合形成复合型概念,对目前媒介融合环境下的信息素养教育有着指导性意义,明确提出和媒介素养融合的思路和策略,有利于提高信息素养教育的人文性和社会性,突破学科的局限性,探索新的跨学科结合点,实现创新和发展。[方法/过程]通过归纳分析近年来有关媒介素养和信息素养比较研究的成果,结合国内外的媒介信息素养理论和实践,尝试提出媒介素养和信息素养融合的途径。国内信息素养教育应融合媒介素养教育,实行参与式教学,革新在线课程,建立学科之间融合交流的平台,加强国际合作交流,发挥图书馆的中介作用,实现从技能型向素养型教育的转化。[结果/结论]信息素养教育需要避免单纯的技术至上的取向,将技能学习和媒介信息解读能力结合培养;与媒介素养结合是趋势所向,媒介信息素养概念的提出,拓展了信息素养的学科视野。     

图书馆媒体宣传推广策略

图书馆媒体宣传推广是将其服务功能向人们推介的一个重要途径,面对图书馆媒体宣传推广中存在的理念与意识比较淡薄,缺乏科学、合理、高效的管理系统,未能准确定位,渠道不畅等问题。需要采取强化认识、培育技能,找准定位、转变策略,拓展良性互动的媒体关系,完善管理机制,树立品牌等策略来有效地进行图书馆媒体宣传推广工作。     

科技期刊融合发展的阶段、内涵与策略

通过提炼总结科技期刊融合发展经历的刊群化、媒体融合、共享3个发展阶段,分析科技期刊融合发展的内涵。根据建立的科技期刊融合发展模型,分别从期刊层面和集群平台层面探讨融合发展策略并分析融合发展效果。最后从意见领袖机制、沟通协同机制、流程再造、激励机制、人才培养、盈利模式等6个方面给出融合发展的相关建议。     

搭建科学与大众的桥梁——谈科技期刊与大众媒体的新闻报道合作实践

为促进我国优秀的原创性科研成果的有效传播,扩大科技期刊的影响,探讨科技期刊与大众媒体开展新闻报道合作的问题,论述合作的意义,介绍国内开展这类合作的现状,总结出《中国科学》杂志社的实践经验和问题,并展望这类合作的发展方向。