English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 92684/123024 (75%)
Visitors : 26945429      Online Users : 375
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103090
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/103090


    Title: 網路時代的企業公關--格魯尼模式的理論性重構
    Other Titles: Exploring the Role of Internet in Corporate Public Relations: A Theoretical Reformulation of Grunig's Model
    Authors: 孫秀蕙
    Contributors: 廣告系
    Keywords: 公共關係;格魯尼模式;對等性溝通;網際網路;PublicEelations;Grunig'sModel;SymmetricalCommunication;Internet
    Date: 2000-07
    Issue Date: 2016-10-20 15:21:41 (UTC+8)
    Abstract: 本文的研究主旨有二:一為探討網際網路作為新興媒體,其溝通特質如何影響組織的公關運作?二為重新檢視著名的格魯尼模式,探討網際網路的運作機制是否符合了某些優越公關的條件(例如對等性溝通),進而針對社會溝通情境的變遷,重構格魯尼模式。本文強調,網路時代的溝通形貌是多樣化的:網路強調對話與資訊生產的去中心化,權力關係在此呈現微妙的反轉,使得企業必須重新調整其溝通策略,因此,格魯尼模式所強調的對等性溝通是必要卻非充分條件,更重要的是如何結合網路特質進行有效溝通,正是新世紀的公關課題。
    The research goals of the present paper are two-fold: first of all, we hope to investigate communicative characteristics of Internet and their influences on the practices of public relations. Secondly, we hope to reexamine and reformulate the famous Grunig's mode by incorporating these important communication patterns of Internet. The present paper emphasizes a pressing need for corporate public relations practitioners to take a proactive attitude toward Internet, because Internet has gradually reversed the power relations between the corporations and the target audience, and new strategies are called to resolve conflicts in the new era.
    Relation: 廣告學研究, 15, 1-25
    The Journal of Advertising & Public Relations
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML305View/Open
    15-1_孫秀蕙.pdf319KbAdobe PDF1694View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback