دانلود رایگان مقاله لاتین بحران خود کشی رسانه اجتماعی از سایت الزویر
عنوان فارسی مقاله:
استراتژی بحران خودکشی در رسانه های اجتماعی: تمرکز بر جی م، رئیس هیات Alibaba در چین
عنوان انگلیسی مقاله:
Self-mocking crisis strategy on social media: Focusing on Alibaba chairman Jack Ma in China
سال انتشار : 2016
برای دانلود رایگان مقاله بحران خود کشی رسانه اجتماعی اینجا کلیک نمایید.
بخشی از مقاله انگلیسی:
2. Literature review
2.1. Chinese social media context China’s most popular social media site is Weibo, with 200 million daily active users (Fan, 2015). Corporations regard the site, which represents contemporary Chinese grass-roots culture, as a double-edged sword; it offers opportunities and raises challenges (Flemming, 2015). Corporate crises go viral overnight on Weibo’s Twitter-like platform (Long, 2015). For corporations,therefore, understanding Weibo culture is crucial and may immensely improve their communication and crisis communication. Weibo culture emerged as a result of Chinese journalists trying to discuss government-related issues without being censored. Other grass-roots social media users tend to use Weibo to raise awareness and to get a sense of where the public stands on social issues. It is one of the few places where the public gathers to support or oppose important social and political issues in China (Zhou, 2011). The majority of trendsetting and shared (i.e., retweeted) contents on Weibo consist of humorous content, jokes about current government affairs, and satire (60%); much less of it has to do with serious news and commentary (25%) (Yu, Asur, & Huberman, 2011; Zhou, 2011). As a result, language use and tone on Weibo are very informal (Zhang, Tao, & Kim, 2014) and in fact are characterized by satire and mockery (Yu et al., 2011; Zhou, 2011). Compared with Twitter, Weibo users tend to use more nonverbal communication cues such as figurative language, emoticons, pictures, and videos (Sterling, 2010; Yu et al., 2011; Zhang et al., 2014). Figurative language, or the use of the indirect meanings of words and expressions to convey a deeper connotation (Kronrod & Danziger, 2013), is one of the major characteristics of Chinese Internet communication. 2.2. Crisis communication on social media Traditional crisis communication, namely the Situational Crisis Communication Theory (SCCT) provides general guidelines for applying specific communication strategies based on crisis situations and public perceptions (Coombs, 2015). Based on attribution theory, SCCT has shown that, by matching the appropriate crisis response strategies with specific situations, corporations could reduce public blame and restore corporate reputation (Coombs, 2015). In the majority of documented crisis cases, corporations tended to apply traditional crisis response strategies such as denial, justification, and apology on social media (Coombs & Holladay, 2012a; Ott & Theunissen, 2015). Although traditional crisis communication strategies may also work in social media, the characteristics of social media bring challenges to traditional crisis communication. First, the interactive nature of the medium makes it impossible for corporations to use it just as a simple distribution channel of corporate crisis responses (Aula, 2010). While corporations aim to be open and transparent, the “truth” of the crisis is being told by multiple voices, both verified and unverified (Aula, 2010; Freberg, Palenchar, & Veil, 2013). When online publics use social media during a crisis, they are considered to be crisis communication creators (Liu, Austin, & Jin, 2011). Public reactions to corporate response strategies on social media may pose further reputation risks for corporations (Coombs & Holladay, 2012b; Veil et al., 2012). Second, the transparency of social media calls for higher ethical standards (Aula, 2010; Coombs & Holladay, 2012a). Publics on social media are judging the crisis-affected corporations with higher standards. They expect immediate responses and accurate, up-to-date crisis information (Stephens & Malone, 2009).
برای دانلود رایگان مقاله بحران خود کشی رسانه اجتماعی اینجا کلیک نمایید.
کلمات کلیدی:
PARASOCIAL RELATIONSHIP IN PUBLIC DIPLOMACY ... - QUT ePrints eprints.qut.edu.au/103879/1/PRSCConference.pdf by L Tam - 2016 - Related articles and networked citizen diplomacy through social media should be used to harness smart ..... Self-mocking crisis strategy on social media: Focusing on Alibaba ... Brand crisis communication through social media | A dialogue ... www.emeraldinsight.com/doi/full/10.1108/CCIJ-10-2014-0065?fullSc=1 The use of social media in brand crisis communication becomes a common practice .... SCCT suggests four response strategies that can be used in post-crisis ..... Other elements such as self-condemnation, self-mockery and self-belittling are ... [PDF]Social media strategy development - European Centre for Disease ... ecdc.europa.eu/en/.../social-media-strategy-guide-for-public-health-communication.p... Social media strategy development – A guide to using social media for ... 3 Applying social media to forecasting and risk, crisis and corporate ..... Planning activities: mock template . ..... A detailed self-assessment tool is presented in Annex 1. Social media mistakes that could harm your brand - JWI www.jwi.ae/social-media-mistakes-that-could-harm-your-brand/ Aug 18, 2015 - Having no social media strategy; Creating accounts on too many platforms ... Whether you're managing a crisis communications situation, .... and earned Bodyform a reputation for a brand with a self-mocking sense of humour.
