社会化广告业务的探索与研究

首先研究了社会化媒体的特点,对互联网广告发展过程中各个时代的代表性广告进行了简要的对比,然后,重点研究了社会化广告内涵和特征,深入分析了当前社会化广告中最典型的三个案例,阐述了其特点和传播模式。本研究成果对今后社会化广告的研究与应用有着重要的指导作用,有效促进社会化广告领域的业务发展。     

浅谈社会化媒体在高职教学及学生管理中的运用

随着现代互联网信息技术的发展,如何合理地在教学及学生管理中运用社会化媒体已经成为高职教师一个新课题。本文针对社会化媒体的特点优势,探讨高职院校教师如何将社会化媒体融合在教学工作及对学生的管理工作上,以获得更好的工作效果。     

政务微信：社会化媒体问政策略

随着互联网传播技术日渐成熟,web2.0时代下的社会化媒体日渐成为政府服务和监管的重要平台。微信作为社会化媒体的新兴工具,已成为继微博之后的主流的社交媒体之一。越来越多的政府机构、官员开设微信公众账号,将其作为信息发布的渠道、为民服务的平台、了解民意的方式和官民互动的空间。本文通过分析政务微信的发展现状,提出了政务微信对政府政务的作用,并根据微信的特点以及政府的职责,对政务微信的发展提出了切实可行的建议。     

基于SICAS模型的企业社会化营销模式探索

当今Web2．0与移动互联网高速发展，创造了一种全新的传播与营销生态，即基于用户关系的网络，用户与好友、用户与企业可以相互连通，自由对话。传播环境与用户消费决策行为的改变，使传统网络营销模式存在的客户获取成本高，而客户转化和保留率低等问题不断凸显。本文通过借鉴用户新消费行为模型SICAS，探讨了企业社会化媒体营销的五阶段实现模式，旨在为企业寻求一种能带来更优质的自然流量，更有爆发力的新型营销方式。     

社会化客户的客户角色及网络结构分析

社会化媒体环境下,企业客户关系管理逐渐向社会化客户关系管理转变,传统客户的消费行为模式发生巨大改变,社会化客户（social customer）作为一种新型的客户应运而生。本文首先对社会化客户进行界定,并对这种新型客户特征进行详细解读。然后通过案例研究法将社会化客户分为表演者、发布者、控制者、旁观者、联接者以及扩散者六种角色类型,并针对社会化客户网络结构的主要特征值进行分析,以期为企业实施社会化客户关系管理提供依据。     

社会化媒体下的用户隐私保护

社会化媒体方兴未艾,由此产生的隐私泄露问题也日渐显露。文章分析了社会化媒体的特点,对社会化媒体下用户隐私的安全问题进行了阐述,并结合国家法律法规、行业自律以及相关技术手段提出了对应保护策略,以期为构建安全的社会化媒体环境提供技术参考。     

浅析社会化媒体技术对新闻生产的影响

随着云计算、大数据以及互联网科技在社会化媒体技术中的大量应用,传媒行业的变革渐渐成为一种必然趋势.新闻的生产模式因社会化媒体技术而变得不同,传统的公众新闻与专业媒体在公众眼中得到了相同的关注度;新闻的消费模式也渐渐产生了变化,个人门户逐渐流行起来,而曾被人们熟知的大众门户却渐渐失去了市场;新闻的传播模式也被大众的新习惯所取代,大众已经更加偏向于个性化的使用、随身化的服务.     

社会化媒体新力量——以阿里巴巴集团为例

近年来,以阿里巴巴集团为代表的电子商务迅猛发展.阿里巴巴集团旗下的淘宝网、天猫、阿里来往、微淘、支付宝等平台,都开始引入社会化媒体的元素,并呈现出不同于传统社会化媒体的强大优势.笔者以阿里巴巴集团旗下的各平台为案例,分析了电子商务作为社会化媒体新兴力量的优势.     

论社会化媒体时代的新型媒介依赖症

随着媒介技术的不断进步,人们对媒介的依赖程度不断加剧。社会化媒体已成为生存环境的一部分,也带来了对人的思维和行为习惯的负面影响。现实中的新型媒介依存症,反映出社会化媒体发展背后的各种问题。     

论个人信用治理机制的发展——一种社会化角度的解读

个人信用以信任为前提和基础,它体现在社会关系中,尤其体现在经济关系中。它的发展契合于社会经济发展水平,决定着整个经济发展的弹性和扩张性,它是经济能否良性循环和自我发展的必要素质。随着社会结构和经济发展的变迁,个人信用有其规律性的发展轨迹和治理机制。从社会化角度出发,个人信用的发展经历了道德社会化、制度社会化和再社会化三个阶段。     

Characteristics and social impact of the use of social media by Chinese Dama

Against the backdrop of broader social changes, social media has developed rapidly in China, which has pushed the transition of the media environment from a traditional authority-dominated one to a modern media society. In particular, the use of social media by Chinese Dama can be perceived as an exemplar of media-driven social change. ‘Chinese Dama’ is a buzzword coined in tandem with the development of social media since 2013. This term represents a particular group of middle-aged Chinese women who reflect a distinctive social phenomenon in China. It is noteworthy that a growing number of Chinese Dama are learning to use social media and have established thousands of social media communities, exerting significant influence on the wider media and social environment. This study focuses on the major changes undergone by Dama, transitioning from being passively covered by media to becoming active users of social media, and this research analyzes the motivations and hallmarks of their social media activity. Although the use of social media by Chinese Dama, the traditional nucleus of Chinese society, has contributed to narrowing the digital divide and resulted in the Dama’s gaining more discourse power and ushered in new diverse lifestyles, we argue that the Dama also exert a far-reaching positive and negative influence on society, pushing for the modernization transformation of the Chinese society.     

Functions and roles of social media in media transformation in China: A case study of “@CCTV NEWS”

Social media has transformed how traditional media is used and viewed in China. Many traditional media companies are utilizing social media platforms such as WeChat, Weibo (Micro Blog), and Cellphone-Applications to expand their influence. But how has social media contributed to the transformation process of traditional mainstream media in China? Did they push the reform in both deep level and superficial level? We attempts to find the answers by taking CCTV (China’s state media) as the subject of research and explore the social factors that facilitated China’s traditional media’s transformation process, the traditional media’s achievements, as well as the challenges during this period.The paper consists of six parts. In the first part, we had a literature review, and elaborated on terms included in this paper. In the second part, we gave an general introduction to different development periods of CCTV station, CCTV News programs and CCTV’s social media transformation. In the third part, we analyzed the factors that encouraged CCTV to take the strategy of transformation, which are also urging other mainstream media companies in China to take the same steps. In the fourth part, we looked into the achievements the media companies made during the transformation period. Afterwards, the deficiencies and limitations in the transformation process are also analyzed. Finally, we drew conclusions that in the process of transformation, social media plays an important role in superficial reform while attaining very limited achievements in the fundamental level. There is still a long way to go in order to accomplish the all-round integration with new media.The thesis utilizes in-depth interviews, content analysis and literature review as methods of research. It is worth mentioning that this paper is based on first-hand data retrieved from the New Media Department of CCTV News Center.     

Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation

The internet has changed the nature of shopping in the past two decades, which has supported the proliferation of e-commerce sites and thus shopping has shifted to e-shopping. Also, customers use social media to gain information on preferred products with the best price options, as social media provides shoppers a voice, and facilitate them to interact and share their opinion worldwide. Moreover, social media is extensively adopted platform for e-commerce. Although, social media marketing has achieved wide acceptance in business, especially in e-commerce, there is no scale in the extant literature to measure perceived social media marketing activities (SMMA) in an e-commerce context. Therefore, this study develops and validates a 15-item, five-dimensional scale for measuring perceived SMMA of e-commerce based on extant literature on e-commerce and social media marketing and five different studies conducted in this research. The scale revealed comprehensive psychometric characteristics as per the results from the diverse reliability and validity checks. It was revealed that perceived SMMA positively influenced purchase intention and brand equity; which endorses the nomological validity of the developed scale. The new scale provides both theoretical as well as managerial implications along with the avenues for forthcoming research.     

浅析新媒体时代广播电视新闻写作新诉求

新媒体时代的发展,改变了人们传统阅读、接受信息的习惯,并对广播电视新闻带来很大的影响。广播电视需要顺应社会变化进行调整发展战略,在多变的信息时代立足。本文基于新媒体发展的时代下,对广播电视新闻写作的新诉求进行简单的探讨。     

The Social News Gap: How News Reading and News Sharing Diverge

This article seeks to explain variation in news sharing patterns on social media. It finds that news editors have considerable power to shape the social media agenda through the use of “story importance cues” but also shows that there are some areas of news reporting (such as those related to crime and disasters) where this power does not apply. This highlights the existence of a social “news gap” where social media filters out certain types of news, producing a social media news agenda which has important differences from its traditional counterpart. The discussion suggests that this may be consequential for perceptions of crime and engagement with politics; it might even stimulate a partial reversal of the tabloidization of news outlets.     

Turkish diasporic responses to the Taksim Square protests: Legacy media and social media uses in Belgium,the Netherlands and Germany

Based on an offline and online survey of 967 people of Turkish origin living in these countries, we test how legacy and social media have influenced the participation of the members of the Turkish diaspora in Belgium, Germany and the Netherlands in the mid-2013 protests in Turkey’s social movement referred to as Gezi Park. This study also investigates how living in Europe can influence the behavior and attitudes of the sampled individuals from the Turkish Diaspora of Germany, Belgium and Netherlands during the period when the Gezi Park demonstration took place. Our results make it clear that social media were used by those who supported the protest movement, while those who opposed the protest movement primarily used or followed traditional sources of media, including Turkish and European television. Furthermore, supporters amongst the diaspora for the Gezi-protests were primarily active in accruing social capital through bonding and social networking among those who belong to the Turkish diaspora under the guise of the Gezi Park protests. Finally, a significant number of the supporters of the protests in the three countries took part in several different means of supporting the movement, including: disseminating awareness about the Gezi protests through social media, engaging in meetings, and in some cases, even severing contact with friends and acquaintances who did not share their support for the protest movement.     

新媒体环境下电视台新闻编辑工作的多样化

信息技术的普及和应用极大地改变了传统的社会生产生活方式,而传媒行业也不例外,其中以新媒体的发展最为突出.在这一趋势的推动下,传统电视新闻行业面临着全新的机遇和挑战.因此,以新媒体环境为切入点,以电视台的新闻编辑工作为例,阐述电视台新闻编辑工作的发展现状,分析新媒体环境下电视台新闻编辑工作的特点,探讨新媒体给新闻编辑工作...     

Examining the roles of social media and alternative media in social movement participation: A study of Hong Kong’s Umbrella Movement

During the recent wave of pro-democracy movement across the world, new media technologies play a vital role in mobilizing participants. Much scholarly attention has been paid to the role of social media in empowering grassroots movements, but the rise of alternative media was somehow ignored. This study examines the impacts of social media and alternative media on social movement participation. The data came from a survey of 769 students from eight public universities in Hong Kong at the height of the Umbrella Movement. The findings revealed that acquisition of political information from social media and alternative media is associated with social movement participation through different mechanisms. Specifically, social media serve as an echo chamber where people are motivated to participate by perceiving a homogeneous opinion climate and forming a pro-protest attitude. In contrast, alternative media serve as an attitude intensifier to facilitate social movement participation.     

Research on Chinese social media users’ communication behaviors during public emergency events

In recent years, China has been in a period of social transition. Public emergency events have occurred frequently, and social media have developed rapidly. Social media users in China not only represent traditional audiences but also play an increasingly important role in crisis communication during public emergency events by expressing their views, discussing events with others and sharing information both online and offline. According to national telephone survey data from China, nearly two-thirds of the respondents engaged in communication behaviors during public emergency events, and more than forty percent of those users communicated by social media. Hundreds of millions of Chinese social media users are becoming the driving force of the public opinion field. To better understand social media users’ online information dissemination behaviors and influencing factors, we developed the hierarchical logistic regression model and observed that demographic variables (gender and age), social media use, people’s concerns regarding public emergencies and people’s need to monitor the government’s performance during public emergencies significantly influence online information dissemination behaviors. Our study has practical significance and academic value for understanding the online public opinion field and online political participation in China.     

Social media,social integration and subjective well-being among new urban migrants in China

The current generation of migrants in Chinese cities, named “new urban migrants,” is closely related with social changes in today’s China. As these urban migrants are increasingly dependent on new media, particularly social media for news, entertainment, and social interaction, it is important to know how social media use contributes to their social integration and subjective well-being. Based on an online survey, this study identified positive relationship between new urban migrants’ social media use and their subjective well-being, as well as the possible indirect relationship through social integration. The overall positive socio-psychological effects of social media use within Chinese urban migrants were found. Specifically, this study revealed that social media use can contribute to their social integration, including their building of social identity and social network as well as real-world social participation. New urban migrants’ social integration, particularly their level of social identity, is significantly associated with their subjective well-being.