Comparing advertising and editorials: An experimental study in TV and print

Publicity represents one of the most visible elements of public relations and as such draws a lot of attention from both within and outside the profession. Public relations practitioners seem to rely on the concept that news in the media has a superior value to advertising, if both messages are similar in content. This study aimed to establish the relationship between advertising and news editorials in terms of communication effects. Since public relations specialists claim that editorials are more credible and have greater impact than advertising it is clear how the results of this study could have potentially important implications for both advertising and public relations professionals.     

新形势下高校教职工“凝聚力工程”工作的探讨

在新形势下 ,开拓教育改革和发展的新局面 ,必须有坚强的组织保证。作为基层党组织 ,做好“凝聚力工程”是加强基层党组织建设的重大举措 ,也是发展党的教育事业的重要基础。实施“凝聚力工程”要认清形势 ,把握“凝聚力工程”的出发点 :提高素质 ,找准“凝聚力”工程的着眼点 :从实际出发 ,掌握“凝聚力工程”主体的层次性 ;注重调查研究 ,保证“凝聚力工程”实施的可行性     

西部网络媒体的发展困境及对策探究

网络媒体在发展中面临挑战,地区间的数字鸿沟现象在一定程度上影响了它的和谐发展,西部网络媒体由于人口数量、网民数量、GDP等多种因素的影响在发展中处境较为艰难。分析网络传播业的地域性竞争格局,揭示西部网络媒体在这一竞争格局中处境艰难的原因,提出西部网络媒体在今后发展中应采取的竞争策略:有效挖掘地域性资源;精心打造个性化产品;充分开发增值业务。     

Playing at work: Understanding the Future of Work Practices at the Institute for the Future

This paper analyses the latest management assumptions and theories of playing at work, by examining how management strategies, especially relating to new media, invoke elements of play to create distinct and competing genres of discourse. After a brief overview of the latest management crisis of innovation, we will provide a few definitions of play, followed by a short summary of where play and other competing dialogues converge and overlap at worksites historically. This context will then enable us to present an ethnographic account of play at work at a non-profit forecast research firm known as the Institute for the Future, a site where notions of play are linked to a number of business and cultural discourses about the future of new media and presented in full relief. What we find is that while elements of play exist, the discourses that arise from it do not necessarily belong in the realm of play at all. Instead, notions of play at work are tied to wider historical frameworks acknowledging earlier 1960s American counter-cultural appeals for new values in management and worker self-actualization, and linked to a process for transforming that renewed impulse into the service of a networked economy in the 1990s.     

网络时代高校资料室的发展对策

文章分析了网络时代高校学院资料室发展存在的一些问题 ,着重论述了资料室的发展对策及网络时代对资料室人员提出的素质要求     

More than just the media: Considering the role of public relations in the creation of sporting celebrity and the management of fan expectations

This article considers the complex nature of sporting celebrity and the role of media and public relations in the creation of both sports celebrity and the fan expectations associated with that celebrity. While public relations literature has traditionally considered PR as a promotion and communication tool, this article acknowledges that in the cultural and ideological world of sport, PR has a much more sophisticated role to play. In the event of either positive or negative media attention, a sporting celebrity is subjected to unprecedented scrutiny and the increasingly high expectations of fans. However, the expectations of fans are not based on the simple notion of hero worship and role models, and this exploratory study suggests that fans are capable of very complex reactions to the behaviours and marketing personas of sporting celebrities. The use of PR in sport deserves close examination and the reactive spin doctoring techniques of the past should give way to the strategic integration of public relations and media planning in both the creation of the sporting celebrity, balancing the sport vs. private sides of that celebrity, and the varying fan expectations associated with each.     

Toward a model of NGO media diplomacy in the Internet age: Case study of Washington Profile

This qualitative study explores values, perceived effectiveness and factors that affect effectiveness of the public diplomacy-oriented international news services by a U.S.-based non-governmental, not-for-profit organization. In-depth, semi-structured interviews are conducted with the staff of the organization. Results show that the key values that guide the operations include independence from government, journalistic objectivity and balance as well as reader education. The perceived effectiveness of NGO international news service is much higher than government-sponsored news programs in terms of reaching audiences, affecting elite groups and return of investment. The factors that affect the effectiveness include use of local journalists and editors as decision-makers, the Internet, censorship by governments of the target region, vision of the NGO leaders, dialogue approach, non-governmental funding, and target elite niche audience.     

习近平生态法治思想研究

2018年全国生态环境保护大会上,习近平首次明确提出新时代生态文明思想,为实现“美丽中国”的全面小康社会描绘出宏伟蓝图。习近平生态法治思想有深厚的理论根基,是新时代生态文明思想的重要组成部分,不仅为生态文明建设提供理论指导,也为健全中国特色社会主义生态法治提供理论支撑。通过时间与空间两个维度的分析,论证习近平生态法治思想的科学性。以习近平生态法治思想为指导,推进环境法治实施各环节的构建,才能实现环境法治体系化转型。     

朝鲜时期汉语官话教科书体例和内容的嬗变研究

韩国朝鲜时期的汉语官话教科书体系比较成熟和系统,其体例和内容也出现了显著的动态变化特征。朝鲜时期的汉语官话教科书主要分为会话和教化两大类。初期的官话会话教科书《老乞大谚解》和《朴通事谚解》一直贯穿朝鲜王朝始终,且有汉语本和谚解本两种体例,内容主要为商务和综合会话。中后期刊印的《华音启蒙谚解》和《你呢贵姓》,体例与前期并无太大差异,但内容却是对初期的补充和丰富;教化类官话教科书初期为《训世评话》,中后期则更替为《五伦全备谚解》。《训世评话》只有汉语本,而《五伦全备》则汉语本和谚解本兼备。朝鲜时期官话教科书体例和内容的变化与朝鲜各个历史阶段的政治、经济和中朝关系密切相关,体现了朝鲜时期汉语官话教科书实用性、针对性的编写原则,这样的原则对当今国别化教科书编写具有重要启示。     

学校媒体与学生受众错位对策研究——以榆林学院为例

现代媒体的快速发展带来学校媒体行为的勃兴渐长和日益丰富。学校媒体生态也在媒体融合的大背景下发生着改变。当下榆林学院各类基于网络的新媒体不断涌现,使传播的维度、广度和深度在不同程度上都有扩展;但媒体的层出不群,并没有有效提高学生受众的满意度,学校媒体和学生受众貌合神离的局面依然存在。因此,如何有效运用学校媒体为学生受众服务,就成了我们当前应该深入思考的问题。拓展信息,深度报道、优化报道、特色报道及其建立校院媒体与学生受众互动平台等等,不失为解决错位良策。