| dc.creator (作者) | 孫秀蕙 | zh_TW |
| dc.date (日期) | 1996-07 | |
| dc.date.accessioned | 25-Oct-2016 14:56:30 (UTC+8) | - |
| dc.date.available | 25-Oct-2016 14:56:30 (UTC+8) | - |
| dc.date.issued (上傳時間) | 25-Oct-2016 14:56:30 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/103247 | - |
| dc.description.abstract (摘要) | 對於資源匱乏的非營利性團體來說，公關人員若能善用與媒體之間互惠的互動關係關係，可以對目標對象傳達有利於消息來源的新聞報導，從而克服弱勢團體先天上的資源不足之障礙。本文主張，對於消息來源近用媒體的策略之研究，不應該再拘泥於「媒介霸權」的「操縱模式」和「言論多元」的「市場模式」之間孰對孰錯的無謂爭，而是以更務實的態度，瞭解社會的權力體系，包括媒介，存在著互相矛盾的價值體系與利益關係。弱勢團體唯有利用這些矛盾式的關係，瞭解媒體對於資訊的需求，妥善發揮公關功能。The present paper discusses the possibility of positive media reportage as a result of effecive public relations strategies planned by non-profit organizations. The theoretical hypothesis in the present study goes beyond `marketing-versus-media-hegemony` the-sis, instead it proposes a pragmatic view that helps Public Relations researchers to understand the complicated power relations between mass media and social groups. We believe that by employing effective public relations strategies the resource-poor group are able to at-tain prominent media coverage, therefore gaining favorable opinion and support. | |
| dc.format.extent | 109 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 廣告學研究,8,153-173 | |
| dc.subject (關鍵詞) | 公關人員 ; 媒體 ; 議題管理 | |
| dc.title (題名) | 公關人員與媒體之間的互動模式對於議題管理策略的啟示－－以非營利性的弱勢團體為例 | zh_TW |
| dc.title.alternative (其他題名) | An Analysis of the Impact of PR-Media Interaction Models on Issue Management Strategies | |
| dc.type (資料類型) | article | |
