新媒体微博营销外文文献翻译中英文

新媒体微博营销外文文献翻译(含：英文原文及中文译文)文献出处：XifraJ,HuertasA.BloggingPR:Anexploratoryanalysisofpublicrelationsweblogs[J].PublicRelationsReview,2008,34(3):269-275.英文原文BloggingPR:AnexploratoryanalysisofpublicrelationsweblogsXifraJ,HuertasAAbstractAlthoughthereareevermoreweblogsontheInternet,thisisanareathathasbeenlittleresearchedinpublicrelations,andwheretheyhavebeenanalyzedithasbeenasatoolforcommunicationratherthanaprimaryinformationsourceinthepublicrelationsbodyofknowledge.Thispaperprovidesanexploratorystudyofthestructureandcontentof67blogsonpublicrelationstodeterminewhatissuestheydealwithandwhethertheyareatoolforthetheoreticaldevelopmentofthefield.Inadditiontotheircontentwehavelookedatthestructure,usabilityandinteractivityoftheblogs.Keywords:Weblog,Publicrelations,Interactivity,Usability1.IntroductionBlogsareseenbysomeauthorsasmajortoolsforonlinecommunication,whereasbyotherstheyarelittlemorethanexperts’opinionsonagivenissue(Herrera&Celaya,2006).Theyaresucharecentmedium(beginningin1996)thattheconceptremainscontroversialandarguable(Barton,2005).Inanyeventtheirpersuasiveandinformativefunctionisofgreatrelevanceastheycanobtainopinionleadershipwithahugeinfluenceoverpublicopinion.InthissenseSweetserandMetzgar(2007)havedemonstratedthatincrisissituations,peoplewhoreadpersonalblogshavealowerperceptionofcrisisforanorganization.Theriseofblogsseemstobeunbridledanditisaphenomenonthatisoccurringinallknowledgefields(Jenkins,2006).Therearecurrentlyover60millionblogsinexistenceand75,000newoneseachday(Cohen&Krishnamurthy,2006).Morethan14millionpeopleworldwidekeepapersonaldiaryontheInternetandafurther100million(onethirdoftheactiveWebuniverse)readblogshabitually(Gordillo,2007).Everysixmonthstheblogospherepopulationdoubles,anditistodaysixtytimesgreaterthanthreeyearsago.Nocommunicationmediumhaseverburgeonedsorapidly.Weblogwritersproduce700,000to1.3millionarticleseveryday—almostoneasecond(Gordillo,2007).Sincetheirarrivalblogshavebeenchanging,ashavetheirsocialperception,objectivesandcultural,economic,politicalandmediaimpact(Yang,2007).Weblogshavediversifiedandaredevelopinginsuchdiversespheresaseducation,business,politics,journalismandpublicrelations.AccordingtoHallett(2005),thecommunicativeuseofweblogsinpublicrelationshastwofoldfoundations.Ontheonehandtheyenableprofessionalstoanalyzethemarketandascertaintheopinionsoftheiraudiencestogaugepublicopiniononabusiness,productorbrand.Ontheother,theyareamajortechniqueforparticipatingandgivingopinionsbothpersonalandorganizational,beitbypostingcommentsonotherblogsorcreatingone’sown.Thisstudy,however,doesnotfocusonanalyzingcorporateblogs,whichareusedasapublicrelationstool,butlooksatblogsconcerningpublicrelationsinwhichpublicrelationsoroneofitsactivitiesisthemaintheme.Ouraimistoanalyzewhatpublicrelationsblogsareabout,orwhatissuesaredealtwithinblogposts,inadditiontoanystructuralelementsofthisnewcommunicativetoolthatmayaffectitsefficacytotransmitinformation:objectives,structureanddegreeofusability,interactivity,andlevelofconnectivity.2.MethodDatabasesofpublicrelationsblogsarefewandfarbetween.Oneofthemostcomprehensive,andregularlyupdated,istheOnlinePublicRelationsdirectory,createdbyJamesH.Norton.Wehavechosenthisdatabasewhichencompassesapublicrelationsblogsdirectorysplitintofourcategories:PublicRelationsGeneral(67blogs),DirectoriesandAggregators(7),Miscellaneous(3),andHigh-TechPR(8).Inordertoavoidanybiasresultingfromthecategorizationcriteria,forthepurposesofthisstudywetook67blogsfromthePublicRelationsGeneralcategory.ThedatacollectionwascarriedoutbetweenOctober2006andJanuary2007.Therefore,thesampleselectedforanalysisconsistsof67blogsonpublicrelationsfromaroundtheworld.Forthedatacollectionwedrewupananalysistemplatethatmeasures50itemswhichwerelatercategorizedtocreatethemainanalysisvariables.Thesevariableswere:(a)Author:Theblogswereclassifiedaspersonal,organizationalwrittenbyanemployee,andpurelyorganizationaland,therefore,impersonal.(b)Content:Analysiswascarriedoutofboththeissuesarisingintheblogpostsandtheimagesorotherresources.Thecontentofblogsistiedupwithitspursuedobjectives,whichwerealsoexamined.(c)Interactivity:Thismeasuresthedegreeofuserparticipation,accordingtotheinteractiveresourcesavailableontheblog.Theseinclude:theoptionforexternaluserstopostcommentsorcontacttheblogauthorbye-mail,podcasting,audioandvideodownloads,salesofproductsandservices,usersurveys,andthepossibilityofsubscribing.(d)Usability:Thisisanecessaryrequisitetodevelopefficientinteractivity(Hallahan,2001).Thisvariableanalyzeshoweasyitistousetheweblogforthosewhoaccessitbymeansof:searchenginesonotherblogs,internalsearchengines,listofpreviousfiles,listofmostrecentblogposts,andcalendar.(e)Connectivity:Thismeasurestheextenttowhichtheblogislinkedtootherwebsites,beitthroughotherlinkedblogsorwebsitesofinterest.Theanalysisfocusesonthedescriptivestatisticaldataonalloftheitemsunderstudy,inadditiontothecontingencytablesandvariablecorrelation.Giventhecharacteristicsofthestudyvariables–largelynominalandordinal–theGammaindexwasusedasthemostsuitablecorrelationindexfort