“老马”精神与“生活抒情诗”——臧克家诗集《烙印》研究

臧克家的诗集《烙印》是中国现代诗歌史上一个具有开创意义的存在。在内容上,它立足于平民中间,以贴近生活的现实精神、坚忍抗争的生命态度真实地写出了那个年代底层人民的生活状况和精神状态;在艺术上,它以谨严和凝练的艺术特质,克服早期平民化诗歌的弊病,形成了一种坚实质朴的诗风。正是这些特质,使《烙印》为中国现代诗歌的发展作出了独到的贡献并最终成为诗歌史上的经典。     

Re-branding the NHL: Building the league through the “My NHL” integrated marketing campaign

This article is a case study examining promotional efforts undertaken by the National Hockey League (NHL) via integrated marketing initiatives launched during the 2005–2006 season. Following the 2004–2005 season player lockout², the NHL worked to promote itself to both fervent and casual fans. By briefly assessing past marketing efforts and the dwindling popularity of the league in recent years, the article provides a fuller picture of how professional hockey was marketed in North America when the NHL returned to play. The focus is on “My NHL” and the league's re-branding efforts as part of its new integrated communications plan. This research reveals that in its attempts to revive the sport the NHL has done a better job than with past efforts, however the current campaign must be aggressively maintained in order to successfully re-brand the league.     

Masstige model and measure for brand management

The purpose of this article is to reconceptualize the term “masstige” (Mass Prestige) marketing, develop a masstige model for brand management, and extend the use of the Masstige Mean Scale (MMS). The study was conducted based on the data from 600 individuals living in the United States, France, and India using a structured questionnaire consisting of different factors/sources of brand equity, such as mass prestige, brand knowledge, and perceived quality. On the basis of the findings, we establish that the greater the brand's Masstige Mean Index (MMI) value (“MMIV”), the higher the potential customers' top-of-mind brand awareness. Low MMIVs imply that firms have a long way to go to build their brands. We argue that MMI may allow firms to measure brand equity in different regions, within a country or in foreign countries, to derive insights into the popularity of their brands. We posit three theoretical propositions and develop two theoretical models (i) a hexagon model and (ii) a three-stage model for masstige marketing to define, reconceptualize, and explain the phenomenon.     

How journalists engage in branding on Twitter: individual,organizational, and institutional levels

In a social media age, branding is an increasingly visible aspect of identity construction online. For media professionals generally and journalists especially, branding on spaces such as Twitter reveals the complicated set of forces confronting such public-facing actors as they navigate tensions between personal disclosure for authenticity and professional decorum for credibility, and between establishing one’s own distinctiveness and promoting one’s employer or other stakeholders. While studies have begun to reveal what journalists say about branding, they have yet to provide a broad profile of what they do. This study takes up that challenge through a content analysis of the Twitter profiles and tweets of a representative sample of 384 U.S. journalists. We focus on the extent of branding practices; the levels at which such branding occurs, whether to promote one’s self (individual), one’s news organization (organizational), or the journalism profession at large (institutional); and how other social media practices may be related to forms of journalistic branding. Results suggest that branding is now widely common among journalists on Twitter; that branding occurs at all three levels but primarily at the individual and organizational levels, with organizational branding taking priority; and that time on Twitter is connected with more personal information being shared.