دانلود رایگان مقاله لاتین مبارزات انتخاباتی ریاست جمهوری از سایت الزویر
عنوان فارسی مقاله:
روابط عمومی و روابط عمومی آنلاین: اثرات منبع و تعامل در مبارزات انتخاباتی ریاست جمهوری ایالات متحده در سال 2012
عنوان انگلیسی مقاله:
Online political public relations and trust: Source and interactivity effects in the 2012 U.S. presidential campaign
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
2. The relational perspective, political trust and online information
Organization–public relations (OPR) is “the state which exists between an organization and its key publics, in which the actions of either can impact the economic, social, cultural or political well being of the other” (Ledingham & Bruning, 1998, p. 62). To measure perceptions of relationship quality and the effects of strategic communications, Hon and Grunig (1999) developed four dimensions of organization–public relations: trust, satisfaction, commitment and control mutuality. This relational perspective is appropriately applied to political public relations because “organizations and their strategic publics are interdependent, and this interdependence results in consequences to each other that organizations need to manage constantly” (Hung, 2005, p. 396). Thus, it may also be argued that the relational perspective uses these four indices to measure the extent to which the public trusts the organization to behave responsibly (Grunig & Huang, 2000; Huang, 2001). 2.1. Political organization–public relations (POPR) Seltzer and Zhang (2011a, 2011b) developed a line of research on political organization–public relations between U.S. citizens and the two major political parties, Democrat and Republican. These researchers analyzed survey data that included measures of antecedent variables and self-reports of exposure to strategic partisan communications to measure their association with citizens’ POPRs with the political parties, political participation, confidence in government and other outcomes (Seltzer & Zhang, 2011a, 2011b; Seltzer, Zhang, Gearhart, & Conduff, 2013; Zhang & Seltzer, 2010). Their analyses indicate strategic partisan communications, especially those using two-way or dialogic tactics, are positively associated with citizen–political party POPR states, attitudes, and supportive behaviors. Although the two major parties hold conventions to officially nominate candidates for the U.S. presidential elections, presidential campaigns are independent organizations focused on marketing a single candidate who may face intra-party competition in primary contests determined by voters, not political party operatives (Parker, 2012). Indeed, contemporary presidential candidates may be conceptualized as individual brands supported by campaign organizations with specific sets of stakeholders and publics (Hoegg & Lewis, 2011; Needham, 2005; Zavattaro, 2010). While the individual campaigns may end on Election Day, the candidates vie for a position in an enduring institution through election to a government position. Indeed, presidential elections are the most salient events connecting U.S. voters with opportunities to influence their government and “also serve as a means by which parties and candidates can mobilize supportfor democratic processes” (Banducci & Karp, 2003, p. 443).
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