浅析如何有效发挥网络媒体在国家形象传播中的作用

国家形象是一个国家软实力的重要组成部分,树立良好的国家形象已经成为全球化时代的重要生存之道。同时,随着信息化时代的不断发展,世界各国已经强烈地意识到,利用网络媒体进行国家形象传播已经成为一条方便、快捷、效率高的现实新途径。     

Responding to the bed bug crisis in social media

The increasing trend in social media changes the landscape of crisis communication and thus, calls for innovation in hotel crisis management practices. This research examined how New York City hotels responded to recent issues surrounding the bed bug crisis on the social media site TripAdviosr. This study adopted a mixed methods research design. The quantitative findings revealed that hotels’ response behaviors were associated with organizational factors (e.g. hotel's popularity, average rating, and star rating) and the rating of online reviews. The qualitative findings indicated that hotels employed various types of strategies in the response, which were dominated by strategies of bolstering and enhancing. In conclusion, this study addressed the need for a proactive approach in hotel crisis management and provided practical implications.     

eWOM across channels: comparing the impact of self-enhancement,positivity bias and vengeance on Facebook and Twitter

Abstract

When sharing personal details, versus talking about others, consumers tend to accentuate the positive experiences they have with brands in order to self-enhance amongst friends. Consumers also take vengeance on brands in public venues. Turning to social network sites (SNSs), it is unclear which is dominant. Here historical Facebook and Twitter eWOM (n = 47,907) is analyzed for a static group of 783 active US consumers. Self-enhancement is found on both SNSs. The majority of eWOM is positive Vengeance was rare, occurring only in 10.3% of all eWOM. eWOM appears to mirror a consumer's non-eWOM sentiment valence across SNSs. In this cross-platform comparison we suggest that SNS affordances alter eWOM creation Facebook has privacy expectations and limits direct brand interactions. Twitter is a public platform with less privacy expectations and a larger customer service component. Here eWOM is more prevalent on Twitter but contrary to our expectations is more positive.     

Is Positive Always Positive? The Effects of Precrisis Media Coverage on Rumor Refutation Effectiveness in Social Media

While providing an unparalleled platform to enable consumers to share information easily with others, social media also threatens organizational control of information and increases risk when organizations become the focus of harmful rumors. Denials, or statements refuting rumors, are able to reduce consumers’ belief in and intention to share rumors. However, the evidence of their effectiveness is not uniformly supportive. Although scholars have highlighted the importance of identifying the moderators for rumor refutation effectiveness, media, as one of the essential infomediaries to shape consumers’ perceptions about firms, was largely overlooked in literatures. This study, therefore, explores the extent to which effective rumor refutation is a function of precrisis media coverage. Drawing on the literature in expectancy violation and media influences on social perceptions, we assessed the influence of precrisis media coverage on rumor refutation effectiveness in a scenario-based experiment. The findings suggest that the tenor of media coverage moderates the relationship between the quality of refutation arguments and refutation effectiveness. When the media coverage is positive, high-quality refutation arguments will not result in significant lower levels of belief in, and intentions to share, the rumor than low-quality arguments. This study contributes a clearer understanding of rumor refutation effectiveness, as well as furnishing important insights regarding the value of media coverage and reputation.     

“I will never go to Hong Kong again!” How the secondary crisis communication of “Occupy Central” on Weibo shifted to a tourism boycott

Social media, an open space for the public's opinion and expression, has become an increasingly essential issue in crisis events, leading to secondary crisis communication. Realizing the potential risk of that, this study took the “Occupy Central” spreading on Weibo as a case, and applied topic clustering and sentiment analysis to examine the sequential characteristics of secondary crisis communication on social media in topics and emotions. Results show that the topics Weibo users discussed shifted from a political event to tourism boycott, with emotions turning increasingly negative. The turning point of such a transfer was aroused group conflicts and negative emotions elicited between people from mainland China and Hong Kong. The results indicate the necessity of emphasizing secondary crisis communication during a crisis due to the dynamic and sequential change of topics and public's emotions, which may result in new crises impacting the tourism destination where the initial crisis occurs.     

Consumer workers as immaterial labour in the converging media markets: three value‐creation practices

This paper takes a practice‐based approach to consumer studies and focuses on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets. Based on a case study of a print media organization and its customers, the aim is to discuss the collaborative practices through which value is created in the market. By means of a textual analysis of online and interview data, three value‐creation practices are abstracted and illustrated: constructing a sense of belonging and collective identity, mutual helping and peer support, and building pride and self‐respect. Overall, the paper suggests that in global media environments, consumer‐customers are playing increasingly significant strategic roles in the practices and processes through which value is co‐created in the market. It is therefore concluded that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities needs to be problematized and the dynamic strategic roles that consumers currently play in the market need to be acknowledged and actively incorporated into the business praxis of media corporations.     

The Future of Creativity In Advertising

In the rapidly changing marketing environment, more attention is being placed on media than on message factors. Creativity, which has been shown to impact the success of a product seems to be receiving secondary attention from marketers. This research discusses the value of creative advertising, and why marketers may be less focused on message strategies. The study concludes that creativity is not dead, and will continue to remain an important factor in marketing communications into the future.     

从危机事件报道的电视媒体角色看新闻价值的实现

当前,各种危机事件频频发生,并聚集社会关注的焦点,演变出很多的社会矛盾和冲突,本文从理论出发,对当前我国电视媒体关于危机事件的报道的现状进行剖析,从而找出危机事件报道所暗藏的隐患,促进新闻价值的实现。