English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51715806      Online Users : 556
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/135235


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/135235


    Title: 社群媒體時代下的公關專業倫理：探討公關倫理核心價值與挑戰
    Public Relations Ethics in the Age of Social Media: Identifying the Ethical Values and Challenges
    Authors: 鄭怡卉
    Cheng, I-Huei
    Contributors: 廣告系
    Keywords: 公關專業倫理;社群媒體;新媒體
    PR ethics;social media;new media
    Date: 2020-07
    Issue Date: 2021-05-27 12:01:21 (UTC+8)
    Abstract: 網路社群媒體為公關人員帶來了更多與公眾溝通互動的管道與機會，但實務上也出現一些為社會所關注而有爭議的現象，例如企業匿名設立部落格、僱用部落客，或以非真實的身份於討論區發文，顯見社群平台作為公關工具，其中涉及了倫理道德議題，有許多值得討論的空間。回顧既有公關文獻針對社群媒體與專業倫理的著墨仍屬有限，因此透過與高階公關專業經理人的深度訪談，本論文嘗試描繪新媒體時代下公關專業倫理議題所面臨之挑戰。訪談結果發現新媒體工具對於公關人員的實務工作頗為重要，其中新傳播工具的高度互動性與資訊即時性也形成了大量內容產製的壓力，價值判斷上也面臨了挑戰，例如網路資訊的正確性與揭露程度，以及網路平台的匿名性與隱私權議題，從中公關人員必須面對不同情境執行核心價值的判斷與利益的取捨。
    Social media provides newer opportunities for public relations practitioners to communicate and interact with the public. Some uses of social media, however, such as fake blogs, paid blog posts, and fake posts on online forums, are controversial and have received public attention. The ambiguity in the ethical issues involving the use of social media as a public relations tool suggests a need for further investigation for both academia and industry. Given the limited literature on public relations ethics focused on social media, the current study is aimed at exploring the ethical challenges imposed by new media through in-depth interviews with senior public relations managers in Taiwan. It was found that new media has become an important part of public relations practices today and that its high interactivity and rapid speed of information flow bring about a stronger demand for content production and more tasks of ethical considerations, such as information accuracy and disclosure, anonymity, and privacy on the internet. Findings also suggest that public relations managers can play an influential role by making ethical decisions while considering both the core values and a set of situational factors.
    Relation: 傳播與社會, Vol.53, pp.91-123
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    204.pdf747KbAdobe PDF2340View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback