Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/103247
DC Field | Value | Language |
---|---|---|
dc.creator | 孫秀蕙 | zh_TW |
dc.date | 1996-07 | |
dc.date.accessioned | 2016-10-25T06:56:30Z | - |
dc.date.available | 2016-10-25T06:56:30Z | - |
dc.date.issued | 2016-10-25T06:56:30Z | - |
dc.identifier.uri | http://nccur.lib.nccu.edu.tw/handle/140.119/103247 | - |
dc.description.abstract | 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 | 廣告學研究,8,153-173 | |
dc.subject | 公關人員 ; 媒體 ; 議題管理 | |
dc.title | 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 | An Analysis of the Impact of PR-Media Interaction Models on Issue Management Strategies | |
dc.type | article | |
item.openairetype | article | - |
item.cerifentitytype | Publications | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.fulltext | With Fulltext | - |
item.grantfulltext | open | - |
Appears in Collections: | 期刊論文 |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
index.html | 109 B | HTML2 | View/Open |
Google ScholarTM
Check
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.