دانلود رایگان مقاله لاتین شبکه اجتماعی قدرت و روابط عمومی از سایت الزویر
عنوان فارسی مقاله:
شبکه های اجتماعی، قدرت و روابط عمومی: ترتیوس ایونگز به عنوان یک رویکرد همکاری برای مطالعه شبکه های ارتباطی
عنوان انگلیسی مقاله:
Social networks, power, and public relations: Tertius Iungens as a cocreational approach to studying relationship networks
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
2. Social network
theory and analysis Network theories and social network analysis (SNA) are still new to public relations and have great potential for informing public relations theory and practice. In light of its relative newness and the necessity of new theories to mesh with the axiological, epistemological, and ontological assumptions of the field, a brief overview of SNA is provided here. 2.1. What is social network analysis? Social network theory and its related methods go back more than 80-years to work in sociology, mathematics, and business management—a discipline that is arguably responsible for advancing the bulk of network theory and research (Scott, 2000). Generally speaking, network theories have sought to explain how individuals and groups interact, and how such interactions lead to various outcomes (Borgatti & Lopez-Kidwell, 2011). Network theories are concerned with three primary elements: (1) relations between individuals and groups, (2) how connections influence individuals and groups, and (3) how individuals and groups create, maintain, and transform networks (Knoke & Yang, 2008). SNA refers to a methodology that examines the connections of individuals and other entities in a system. Terms like actors, nodes, and vertices are used to reference concepts such as individuals, groups, and organizations. The assessment of connections among actors includes examining concepts such as frequency, stability, multiplexity, strength, direction, symmetry/reciprocity, and others. The actors and the connections or relations among them create the network (Wasserman & Faust, 1994). As Monge and Contractor (2000) explained, “communication networks are the patterns of contact between communication partners that are created by transmitting and exchanging messages through time and space” (p. 440). Communication networks representthe patterns or points of contact among individuals and organizations in complex social, business, friendship, familial, and other networks. Network analysis has been used to examine the points of contact among communicators in a social media network (Beard & Yang, 2011; Himelboim, Golan, Moon, & Suto, 2014; Saffer, Taylor, & Yang, 2013), among international actors in public diplomacy efforts and NGO activities (Sommerfeldt, 2013a; Taylor & Doerfel, 2003, 2005, 2011; Yang & Taylor, 2010), among business units in a competitive market (Burt, Kilduff, & Tasselli, 2013), and among members of organizations (Sommerfeldt & Taylor, 2011; Treadway et al., 2013). Such research on patterns of contact among communicators examines the exchange of resources or information and how the overall network structure affects the potential agency of actors. Many researchers in business management equate the exchange of information and communication studied by social network analysts as a resource exchange. The resource exchange emphasis in network research developed from the business management andresourcedependency literature (cf.Mizruchi,1994).AsHaythornthwaite (1996) explained: “Socialnetwork analysis is an approach and set of techniques used to study the exchange of resources among actors (i.e., individuals, groups, and organizations)” (p. 323).
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