دانلود رایگان مقاله لاتین سازمان پناهندگی از سایت الزویر
عنوان فارسی مقاله:
ارتباط نابرابری های جهانی: چگونه سازمان های غیر دولتی مخصوص سازمان پناهندگی LGBTI از رسانه های اجتماعی به عنوان روابط عمومی استفاده می کنند
عنوان انگلیسی مقاله:
Communicating global inequalities: How LGBTI asylum-specific NGOs use social media as public relations
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
2. Literature review
2.1. Online organizational communication Although there are various definitions of organizational communication, a seminal article by Broom, Casey, and Ritchey (1997) defines an organizational–public relationship as those relationships “represented by patterns of interaction, transaction, exchange and linkage between an organization and its publics” (p. 18). Traditionally, organizations have been using public relations strategies in everyday business life to solve problems and foster relationships with stakeholders and publics (Hallahan, 2008). These relationships are usually weaker than ties with friends or family members, however still derive benefits to both the organization and the stakeholder/public (Preece, 2000). Public relations (PR) researchers have examined the Internet and its capability to build relationships between organizations and publics (Ma & Yuen, 2011; Murgolo-Poore, Pitt, Berthon, & Prendegast, 2003). By instituting these relationships, organizations are creating a basis for excellence and customer fulfillment (Grunig and Dozier, 2002). The establishment and maintenance of online relationships by organizations is often referred to as “net relations” (Spataro, 1998). The conventional public relations measures of relationships include commitment, control mutuality, communality,trust and satisfaction (Hallahan, 2008). Some PR researchers suggestthe three traditional measures of cognitive learning, affective responses and resulting behaviors are also important in measuring relationship building online (Hallahan, 2008). Cognitive learning is the degree to which a public obtains general awareness and understanding of an organization. The learning process begins with pre-attention, then moves to focal attention, comprehension, interpretation, and finally evaluation (Greenwald & Leavitt, 1984). Cognitive learning can be measured using recall and thought-listing procedures (Petty, Ostrom, & Brock, 1981). Affective responses, also known as emotional responses, are the feelings that lead to the formation of positive or negative attitudes toward the organization. Hallahan (2008) argues that experiences that generate positive assessments directly contribute to relationship building and can me attitudinally measured by liking/disliking, relevance, identification, affinity, and intent. Resulting behaviors encompass any behavioral actions on the part ofthe public that benefits or contributes to an organization’s mission or goals, for example sharing content (Chase and Shulock, 2001) or becoming a brand advocate (Gordon, 1998). Behavioral responses are measured in the user’s engagement in said behaviors (Hallahan, 2008).
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کلمات کلیدی:
Why the media is a key dimension of global inequality theconversation.com/why-the-media-is-a-key-dimension-of-global-inequality-69084 Nov 28, 2016 - Global media systems cannot effectively contribute to social progress ... but also the Global South, the information networks and communication ... Digital inequalities and why they matter: Information, Communication ... www.tandfonline.com/doi/full/10.1080/1369118X.2015.1012532 by L Robinson - 2015 - Cited by 83 - Related articles Keywords: computer-mediated communication, digital divide, gender, race, ..... In the case of Africa, global digital inequalities have reinforced existing racial as ... [PDF]Social Inequalities, Media, and Communication: Theory and Roots ... www.shahrvan.org/wp-content/.../Social-Inequalities-Media-and-Communication-.pdf Apr 9, 2013 - Communicating Global to Local Resiliency: A Case Study of the Transition Movement, ... Chapter 1: Framing Social and Digital Inequalities. Searches related to Communicating global inequalities digital inequalities and why they matter pdf digital inequality definition digital divide definition media equality project
