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| January 2012 |
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19 |
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| 傳播論壇Communication Forum |
| 網路公共關係：研究圖像與理論模式建構 |
| Internet Public Relations: Current Status, Research and Prospects |
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(4253)
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| 作者 |
黃懿慧 |
| Author |
Yi-Hui Christine HUANG |
| 關鍵詞 |
公共關係、網路公共關係、網際網路、後設研究、公共關係研究 |
| Keywords |
public relations, Internet, Internet public relations, meta-analysis, public relations research |
| 摘要 |
本研究針對美國及台灣1998至2007年十年間，以網路公共關係為主題發表的論文進行後設研究，旨於探討網路公共關係的現況與發展，描繪網路公共關係研究圖像，並提出未來研究展望。
研究發現，雖然網路傳播的確具有諸多傳統媒體不及之特質，然而，目前中外企業採用新媒體的速度與品質仍不如預期。具體而言，網路公共關係的實際操作呈現如下現象：硬體表現優於軟體，形式重於內容，速度重於品質，組織導向重於公眾導向；此外，企業端控制之特質相當明顯；再者，採取雙向、互動、對話、即時、跨界，乃至於對等溝通形態者仍佔少數。另外，有關網際網路對於組織公眾關係之衝擊與影響，主要呈現於以下面向：權力關係反轉、彌補動員資源不足、行動型公眾與單一議題型公眾激增，以及匿名特性加重網路溝通的困難度。
本研究於文末提出未來研究方向之建議。
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| Abstract |
Adopting a meta-analysis research method, this paper provides a picture of current public relations research focusing on Internet public relations over the past ten years. This study extends the line of research by suggesting future research directions. Although the importance of the Internet on public relations dexterity is widely acknowledged, a large number of organizations have not yet fully adopted its uses or realized its effectiveness, regardless of whether they are based in Western countries or the Far East. Some simply have not “caught up.” Given the more advanced characteristics of Internet communication, organizations tend to focus more on one-way, corporation-controlled, and organization-oriented communications rather than on two-way, public-oriented, real-time, multimedia, interactive, and symmetrical communications. Moreover, the effects of the Internet on organization-public relations have manifested in the following notable respects: an inverse power relationship between organizations and their public, an enhanced mobilization ability on the part of the public, an increase in the number of inactive and one-issue members of the public, and a difficulty in communication resulting from the anonymity inherent in some Internet avenues.
本文引用格式
黃懿慧(2012)。〈網路公共關係：研究圖像與理論模式建構〉。《傳播與社會學刊》，第19 期，頁181–216。
Citation of this article:
Huang, Y. H. C. (2012). Internet Public Relations: Current Status, Research and Prospect. Communication & Society, 19, 181–216.
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