English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51714435      Online Users : 642
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


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53735


    Title: 公關從業人員的新挑戰：網路新媒體的應用與專業倫理之考量
    Other Titles: The New Challenge: the Ethical Issues in Public Relations Uses of New Media
    Authors: 鄭怡卉
    Contributors: 國立政治大學廣告學系
    行政院國家科學委員會
    Keywords: 網路新媒體
    Date: 2012
    Issue Date: 2012-10-18 09:21:02 (UTC+8)
    Abstract: 近年公關產業的趨勢之一是網際網路與社交媒體的應用增加，例如：Blog、 Facebook、Twitter 和Plurk 等，一方面這類工具的使用帶來了更多了解公眾並與之互動的機會，但另一方面也產生了一些可能有悖專業倫理的現象，包括匿名設立非官方的部落格、雇用部落客或寫手、隱身於討論區發文等，由於既有的文獻中對於公關人員如何使用這類新媒體工具還沒有完整的了解，而其中可能產生的專業倫理議題也還缺少有系統的探討，因此本研究計劃希望能針對這些問題加以討論，研究方法包含：藉由與公關專業經理人進行深度訪談、實地觀察、與公關從業人員問卷調查，以了解公關人員所面臨的相關挑戰以及價值判斷與決策過程，未來也計畫再根據前述研究結果，繼續進行新媒體內容的文本分析，以了解公關人員工作產出在道德面上如何呈現；總而言之，本研究最終的研究目的是希望能提出有助公關從業人員在管理與實踐上可以參考的具體方針，並希望透過以實證研究為本的資料，補充公關專業倫理領域的學術文獻。
    One of the trends in today’s public relations industry is the increased use of new media, including the Internet and social media. Communication tools such as blogs, Facebook, Twitter, and Plurk offer more opportunities to speak and to interact with various stakeholders, while they also arise with some ethical issues. Some recent ethical breaches include fake blogs, paid bloggers, and online forum posts with fake or concealed identities, etc. The literature on how public relations practitioners adopt and use new media in their work is still very limited, and the relevant ethical issues also have not yet been systematically researched. To fill in this gap, the proposed study aims to understand the public relations practices and values relevant to uses of new media. The three-year study will involve depth-interviews of public relations managers/executives, onsite visits and observation, and surveys of practitioners, which are to be followed up with content analysis of social media texts in the near future. In sum, the empirical findings along with practice-based observations in the current study can not only help public relations professionals more effectively manage ethical challenges in their work, but also contribute more knowledge to the literature on public relations ethics.
    Relation: 基礎研究
    學術補助
    研究期間:10108~ 10207
    研究經費:478仟元
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

    Files in This Item:

    File Description SizeFormat
    100-2410-H-004-164-SS2.pdf744KbAdobe PDF2815View/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