دانلود رایگان مقاله لاتین آزمایش با گفتگو در توییتر از سایت الزویر
عنوان فارسی مقاله:
آزمایش با گفتگو در توییتر: بررسی تاثیر اصول گفتمان در تعامل و نگرش
عنوان انگلیسی مقاله:
Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude
سال انتشار : 2016
بخشی از مقاله انگلیسی:
2. Literature review
2.1. Reviewing the dialogic principles The dialogic principles evolved out of the use of websites as a public relations tool to connect the organization with the public. During that time, according to Kent and Taylor (1998), the Internet was still in its early adoption phase and had not received much scholarly attention. Using dialogic communication theory as a guide, the dialogic principles were born out of the relationship between two-way symmetrical communication and dialogic communication. Two-way symmetrical communication provides an outlet for an organization and its public to seek mutual benefit, whereas dialogue is a product of thatinteraction (Kent & Taylor, 1998). In this case,the Internet(websites or social media) provides the outletfor interactivity between the two parties and dialogue is the result of that interaction. The end result is a dialogue between the organization and the public, which aids in relationship building efforts (Bruning, Dials, & Shirka, 2008) and is transparent and ethical (McAllister-Spooner & Kent, 2009). As previously mentioned, five principles for dialogic communication emerged from this research. The first principle was the dialogic loop, which as Kent and Taylor (1998) put it should “allow publics to query organizations and, more importantly, it offers organizations the opportunity to respond to questions, concerns, and problems” (p. 326). Having a dialogic loop includes having a mechanism for the public to ask questions and for the organization to respond to those questions. For websites, it was the responsibility of the organization to include such mechanisms, but as social media sites like Facebook and Twitter became important public relations tools, those sites had their own built-in dialogic loop through comments and “@reply” features (Rybalko & Seltzer, 2010). The second principle is the usefulness of information principle, which asserts that organizations should provide information that meets the publics’ need for information. To cultivate a mutually beneficial organization-public relationship, the public must find value in the information provided by the organization that goes beyond information available in the average press release. Similarly, the third principle, the generation of return visits rests on the same tenet − that there must be some attractive feature available to motivate visitors to return to the website (or the social media feed). Information available on websites and social media should be not only useful, but also updated regularly. The fourth principle, intuitiveness/ease of interface suggests that website interfaces should be easy to navigate. While this is an important principle for website design, this principle has largely been left out of studies focusing on social media (Rybalko & Seltzer, 2010). Finally,the fifth principle is the rule of conservation of visitors. The idea behind this principle is that organizations should attempt to keep the public engaged in their online spaces rather than link out to other websites. In the social media context, this includes integrating social media platforms (cite withheld for blind review). Since the conceptualization of these principles for online relationship building, scholars have applied these principles to various research settings and Internet platforms. Early studies examined their use on websites (see Gordon & Berhow, 2009; Park & Reber, 2008; Taylor & Kent, 2004; Ingenhoff & Koelling, 2009). As practitioners adopted more online public relations tools including blogs and social media, so did the research. Beginning with their use on the social networking site Facebook, scholars examined the use of these principles in a number of settings including political candidates (Sweetser & Lariscy, 2008), environmental advocacy groups (Bortree & Seltzer, 2009), nonprofit organizations (Waters, Burnett, Lamm, & Lucas, 2009), and university health centers (Waters, Canfield, Foster, & Hardy, 2011). And more recently, the microblogging site Twitter has received attention from scholars examining the dialogic principles (see Rybalko & Seltzer, 2010; Lovejoy, Waters, & Saxton, 2012; Linvill, McGee, & Hicks, 2012; cite withheld for blind review).
Following Searle on Twitter: How Words Create Digital Institutions https://books.google.com/books?isbn=022643821X Adam Hodgkin - 2017 - Language Arts & Disciplines My investigation of Twitter has shown how this stronger response can be ... this when he was experimenting with Twitter, it is surprising that media theorists, ... Ultimate Guide to Twitter for Business: Generate Quality Leads Using ... https://books.google.com/books?isbn=1599184494 Ted Prodromou - 2013 - Business & Economics n Create a persona for your Twitter presence so people will get to know your brand. ... Twitter has been experimenting with a variety of advertising and revenue ... Beginning iOS Apps with Facebook and Twitter APIs: for iPhone, iPad, ... https://books.google.com/books?isbn=1430235438 Chris Dannen, Christopher White - 2011 - Computers When it comes to Twitter, the main thing that you will want to enable in your ... This is a very useful tool for experimenting with Twitter's API and getting your feet ... From Twitter to Tahrir Square: Ethics in Social and New Media ... https://books.google.com/books?isbn=1440828423 Bala A. Musa, William J Willis - 2014 - Social Science Other novelists are experimenting with e-books that contain video clips, music clips, ... The words, the rhythms of the sentences, the precision of the dialogue, the ...