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題 名 | 網路公關活動操作之個案研究=The Research of Internet Public Relations on Event Activities: Cases Studies |
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作 者 | 邱淑華; | 書刊名 | 資訊傳播與圖書館學 |
卷 期 | 12:1-4 民95.06 |
頁 次 | 頁119-127 |
分類號 | 497.6 |
關鍵詞 | 公共關係; 麥克魯漢; 媒介即訊息; 網路公關; 虛擬場域; Public relations; Marshall McLuhan; Medium is the message; Internet public relations; Virtual sphere; |
語 文 | 中文(Chinese) |
中文摘要 | 本文旨在以新興的網路公共關係研究領域為探討對象,試圖從麥克魯漢(Marshall McLuhan)「媒介即訊息」(the medium is the message)觀點出發,嘗試定位網際網路在公共關係領域中的角色,分析網路公關未來可能發展方向,並期盼引發更多討論。本文認為,麥克魯漢「媒介即訊息」的主張,用以觀察當前網時代的公關作為時,並不能僅將其視為傳統訊息管道之一、而應以媒介形式構成新的人際溝通場域來理解。透過網路快速、互動溝通等特性,組織除可針對不同目標公眾需求擬定策略,進行溝通與服務;在這虛擬場域中,更可運用既有的公關策略,發展出全新公共關係型態。 |
英文摘要 | The main purpose of this article is to discuss about the emerging internet public relation research from the viewpoint of Marshall Mcluha—“the medium is the message”. It is focused to position the role of Internet in public relation domain, in order to analyze the possibilities of using internet to develop new public relation style and hope to encourage more discussions. The claim from Marshall McLuhan—“the Medium is the message”, certainly way not only regard as the one of the traditional message channel only. Nevertheless, in order to observe the utilization of public relation through internet, it should constitute by the medium form the new interpersonal communication sphere. Through the high speed and rapid intercommunication of the Internet, the organization may draw up different strategies to fulfill the needs of the public and can also use the Internet the carry on the communication and providing service. In this virtual space, we can utilize the current existing pubic relation strategies to develop a brand-new public relation model. |
本系統中英文摘要資訊取自各篇刊載內容。