社交媒体中企业分享奖励营销模式研究

社交媒体中用户之间的分享行为具有潜在的经济价值,因此越来越多的企业通过分享奖励模式开展社会化营销,以挖掘新用户。本文构建“嵌套”Stackelberg博弈模型,研究了企业的最优分享奖励机制设计,并对比分析了分享奖励营销模式与传统大众广告营销模式。主要研究发现,企业的最优奖励策略包括单独奖励新用户、单独奖励分享者以及同时奖励分享者和新用户三种。不同策略的选择受到价格以及用户之间社交关系的影响。当用户之间的社交关系较弱时,由打折奖励引起用户购买概率增加的“折扣作用”强于由分享奖励金引起的“推荐作用”,企业适合采用单独奖励新用户策略;当用户之间的社交关系较强时,“推荐作用”强于“折扣作用”,企业适合采用单独奖励分享者策略。同时,企业选择大众广告营销模式或者分享奖励模式受到市场渗透率和用户之间社交关系两个主要因素的影响。     

企业参与精准扶贫对审计质量的影响

2020年,我国脱贫攻坚取得全面胜利,总结资本市场助力脱贫攻坚的经验,对推动新发展阶段中国经济的高质量发展有着重要的现实意义。以2016-2019年期间沪深两市A股上市公司中参与精准扶贫的企业为样本,探讨企业参与精准扶贫对审计质量的影响,结果发现：企业参与精准扶贫显著提高了审计质量,企业参与精准扶贫与审计质量之间的正向关系在高媒体关注度企业和非国有企业中更显著。为了巩固脱贫攻坚成果,推进乡村振兴工作,政府要高度重视企业的力量,新闻媒体要加强对企业参与精准扶贫的报道与监督,企业要积极承担社会责任,三者共同发力于中华民族伟大复兴战略全局。     

Media Technologies, Images of Drugs, and an Evocative Telepresence

I regard electronic media technologies as framing devices for how viewers perceive issues associated with illegal drugs. Controllers of electronic media technologies produce and disseminate images of illegal drugs and users of such drugs to which viewers respond. People who control the images of electronic media production create an evocative telepresence, or a visual context that relies on appeals to authority and emotion. However, viewers do not merely respond to images of illegal drugs; rather, they actively interpret such images and draw their own conclusions. To demonstrate the complex relationship between electronic stimuli and viewer responses, I report on a classroom experiment comparing those who saw and heard a heroin user with those who only heard this user. I also report findings from student perceptions of and reactions to four drug films. Results of the experiment and the readings of films indicate that viewers, especially those who can see and hear electronic displays, are sophisticated consumers who respond to immediate stimuli while making reference to distal stimuli. In the main, I contend that electronic images of illegal drugs and users in an evocative telepresence are powerful stimuli, but they do not cause viewer perceptions.     

社交媒体存在的治安问题探析

目前,社交媒体已经成为人们十分青睐的社交软件,但由于其独特的传播机制和特点,违法犯罪分子将其作为开展不法 活动的温床,使人们的安全感受到严重影响。这主要体现在四个方面：一是恐怖组织和个人将社交媒体作为开展恐怖活动宣 传、组织和行动的工具;二是违法犯罪分子利用社交媒体实施色情、赌博和诈骗等犯罪;三是社交媒体成为引发违法犯罪的桥 梁;四是社交媒体在引导网络舆情的方向中起到了重要作用。     

新媒体背景下公众参与生态文明建设的路径

党的十八、十九大均指出,生态文明建设功在当代、利在千秋。十九大进一步明确提出要构建“政府主导、社会协同、公众参与、法治保障”的生态文明建设新局面。《环境保护公众参与办法》的出台为公众参与环境保护提供了强有力的制度保障,但公众的参与程度与许多因素有关。在积极发动和鼓励公众参与生态文明建设的过程中,政府可发挥新媒体协商平台的作用,提高新媒体的回应能力,为公众参与生态文明建设提供保障;公众应借助新媒体互动平台的功能,进一步提升生态意识,践行生态行为,自觉维护生态环境;环保组织要发挥新媒体的聚焦作用,推动环保组织的成长壮大。     

加强大学生媒介素养教育的基本逻辑与现实路径

网络化已成为大学生的一种生存方式,但网络媒介的双重属性决定了它对社会生活的负面效应不可避免,引导大学生适应媒介化社会生活势在必行。新时期加强大学生媒介素养教育的逻辑起点在于：网络行为异化造成大学生社会角色迷失及其人格支离破碎;网络行为约束机制缺失冲击着大学生网络道德构建;网络媒介负外部性侵蚀着大学生身心健康。加强大学生媒介素养教育、构建立体化媒介素养教育模式,应着力于培育大学生的媒介伦理素养与主体意识,增强责任意识,理性使用网络媒介;大力强化教育管理者的网络媒介素养,提升实践育人能力,发挥协同效应;全力优化网络生态,降低网络环境对媒介素养教育的影响的风险。     

That's My Art: A Case Study on Children's Views of Cultural Policy

How do children experience a participatory TV cultural policy project and, related to that, which views do they share on cultural policy matters? These questions guided a case study on a TV show aired on the Flemish children's public service channel, which staged children as cultural experts. Although the programme was presented as a participatory project, we found that the children's views were minimally involved in the production process. The children also expressed concerns about how (their) art and cultural practices were represented. Yet, from a cultural policy perspective, the children accepted adults’ authority in art and cultural matters.     

“Consent is sexy”: A poster campaign using sex-positive images and messages to increase dyadic sexual communication

Abstract

Objective: “Consent is Sexy” (CIS) is a poster campaign incorporating sex-positive messages to promote consent and increase sexual communication among college students. We assess reactions to the campaign and associations between campaign recall and communication attitudes and behaviors. Participants: Male and female undergraduates at a Midwestern university were recruited (N?=?284). Methods: A cross-sectional survey was conducted. t-Tests, logistic and multiple linear regressions were used to analyze the data. Results: Over half (56%) of participants recalled the campaign and reactions were positive. Students who recalled CIS had more positive attitudes towards sexual communication (p?=?.04) and greater perceived behavioral control (PBC; p?<?.01). Conclusions: Results show many students paid attention and reacted positively to CIS posters and results offer dissemination insights. Consent campaigns should continue to cultivate positive attitudes and PBC in regards to sexual communication.     

新媒体对当代青年工作的影响及对策

新媒体时代的到来,对人们的生活方式、交往方式和工作方式都产生了重要的影响。青年是当前社会中最为活跃的群体,新媒体对青年的影响最为突出。新媒体在满足青年求知、交流需要的同时,也深刻地影响着他们的价值取向和行为模式,如果得不到正确引导,容易对生活、学习和工作带来不良影响。青年对新媒体的广泛涉入和新媒体对青年的重要影响,为做好当前青年工作提供诸多机遇,同时,也带来了众多挑战。因此,根据新时期青年发展的特点和规律,及时总结运用新媒体引导青年的工作实践和经验,对存在的问题提出思考和建议,对做好新形势下的青年工作具有重要意义。     

Watching online videos interactively: the impact of media capabilities in Chinese Danmaku video sites

In China, the implementation of a Danmaku social media system to sustain and raise user interest in online video sites is an increasingly widespread phenomenon. Danmaku technology is used to display users’ messages in written text on the online video stream. Little is known about the effects of this form of interactive enhancement. The aim of this empirical study is to evaluate the evolving media capabilities of the Danmaku system and their effects on users’ perceptions of interactivity and their intentions to continue using Danmaku. We draw on media synchronicity theory and apply it to a stimulus-organism-response model. Using this framework, we hypothesize that the media capabilities of the Danmaku system, namely its transmission velocity, parallelism, symbol sets, rehearsability, and reprocessability, elicit increased interactivity, which influences users’ instantaneous intentions to share and to continue the use of the Danmaku system. The results showed that both users’ instantaneous intention to share and their intention to continue to use were significantly affected by the perceived interactivity. Unlike the results of previous studies, our findings showed that all five media capabilities positively affected the users’ perceptions of interactivity. The potential theoretical and practical implications of our findings are discussed.