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題名 台灣社交媒體對資淺公關人員工作經驗的影響
Social Media’s Impact on the Job Experience of Junior Public Relations Practitioners in Taiwan作者 徐強 貢獻者 陳憶寧<br>Yi-Ning Chen
徐強關鍵詞 社交媒體
台灣
角色理論
Social media
pigeonholing
role theory
Taiwan日期 2015 上傳時間 3-Aug-2015 13:33:15 (UTC+8) 摘要 台灣社交媒體對資淺公關人員工作經驗的影響
This qualitative study, using an in-depth interview design, utilises the theoretical framework of public relations role theory and pigeonholing to assess the impact social media is having on junior Taiwanese public relations practitioners job experience. All interviews were conducted in Taipei, Taiwan during the winter/spring of 2015 with participants from in-house and agency environments, from a mix of industry focuses including: FMCG, Technology & Fashion. The major findings of this research found evidence to support the notion that social media, in terms of role theory, is largely managerial in nature, as opposed to technical, exemplified through participants reporting an emphasis in undertaking strategic, decision-making tasks with large amounts of autonomy over their job role. This study was also further concerned with the phenomenon of pigeonholing of digital natives into social media positions, and this study found that, although younger practitioners are the ones involved in social media, the negative consequences associated with pigeonholing, such as an emphasis on undertaking technician tasks, leading to slow career progression and low job satisfaction were not replicated for those working in social media roles. Therefore, this study is also evidence to support the notion that social media is not pigeonholing digital natives in their social media roles.參考文獻 Anderson, R., & Reagan, J. (1992). Practitioner roles and uses of new technologies. Journalism Quarterly, 69(1), 156–165.Babbie, E. (2007). The practice of social research (11thed.). Belmont, CA: WadsworthBanton, M. (1996). Role. In A. Kuper & J. Kuper (Eds.), The social science encyclopedia (pp. 749–751). London: Routledge.Bridgen, L. (2013) The boys are back in town: Rethinking the feminisation of public relations through the prism of social media. PRism 9 (1) http://www.prismjournal.org/fileadmin/9_1/Bridgen.pdfBroom, G. M., & Dozier, D. M. (1986). Advancement for public relations role models. Public Relations Review, 7 (1), 37-56Broom, G. M., & Smith, G. D. (1979, August). Toward an understanding of public relations roles: An empirical test of five role models` impact on clients. Paper presented at the Annual Meeting of the Association for Education in Journalism, Seattle, WA.Broom, G. M. (1982). A comparison of sex roles in public relations. Public Relations Review 8 (3), 17-22.Broom, G. M. (2009). Cutlip & Center’s effective public relations (10th ed.).Upper Saddle River, NJ: Pearson Prentice HallBroom, G. M., & Dozier, D. M. (1986). Advancement for public relations role models. Public Relations Review, 7 (1), 37-56Cole, R. T., Hembroff, L. A., & Corner, A. D. (2009). National assessment of the perceived writing skills of entry-level PR practitioners. Journalism & Mass Communication Educator, 64(1), 10-26.Cotugna, N. , & Vickery, C. (1998). Reverse mentoring: A twist to teaching technology. Journal of the American Dietetic Association, 98(10), 1166Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. Thousand Oaks, CA: Sage.Daymon, C Holloway, I (2002): Qualitative Research Methods in Public Relations and Marketing Communications, London: RoutledgeDenzin, N. K., & Lincoln Y. S. (1994). Entering the field of qualitative research. In N. K.Denzin & Y. S. Lincoln (Eds.), Handbook of qualitative research (pp. 1-17).Thousand Oaks, CA: Sage. DiStaso, M. W., & Bortree, D. S. (2012). Multi method analysis of transparency in social media practices: Survey, interviews and content analysis. Public Relations Review, 38(3), Dozier, D. M. (1984). Program evaluation and roles of practitioners. Public Relations Review, 10( 2), 13-21.Dozier, D. M. (1992). The organizational roles of communications and public relations practitioners. In J. E. Grunig (Ed.), Excellence in public relation and communication management (pp. 327–356). Hillsdale, NJ: ErlbaumDozier, D. M., Grunig, J. E., & Grunig, L. A. (1995). Manager`s guide to excellence in public relations and communication management Mahwah, NJ: Lawrence Erlbaum Associates.Dozier, D. M. (1992). The organizational roles of communications and public relations practitioners. In J. E. Grunig (Ed.), Excellence in public relations and communication management (pp. 327–355). Hillsdale, NJ: Lawrence Erlbaum.Dozier, D. M., & Broom, G. M. (2006). The centrality of practitioner roles to public relations theory. In C. H. Botan, & V. Hazleton (Eds.),Public Relations Theory II(pp. 137–170). Mahwah, NJ: Erlbuam. Dozier, D. M., Grunig, J. E., & Grunig, L. A. (1995).Manager`s guide to excellence in public relations and communication management Mahwah, NJ: Lawrence Erlbaum Associates.Greengard, S. (2002). Moving forward with reverse mentoring. Workforce, 81(3), 15. Grunig J. E., & Hunt, T. (1984).Managing public relations. New York: HoltGrunig, J. E. (Ed.). (1992). Excellence in public relations and communication management. Hillsdale, NJ: Lawrence Erlbaum AssociatesGrunig, L. A., Toth, E. L., & Hon, L. C. (2001). Women in public relations: How gender influences practice. New York: Guilford.Grunig, J. E. (1992). Excellence in public relations and communication management Hillsdale, NJ: Lawrence Erlbaum Associates.Hofstede, G. (1980). Culture’s consequences. Beverly Hills, CA: Sage.Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53 (1), 59–68Kelleher, T. A. (2007). Public relations online: Lasting concepts for changing media. LosAngeles: Sage.Kern-Foxworth, M. (1993). Minority practitioners` perceptions of racial bias in public relations and implications for the year 2000. In Diversity in Public Relations Education, 31-55.Leh, A. (2005). Lessons learned from service learning and reverse mentoring in faculty development: A case study in technology training. Journal of Technology and Teacher Education, 13, 25.Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage. Macnamara, J. (2010b). Public relations and the social: How practitioners are using, or abusing, social media. Asia Pacific Public Relations Journal, 11(1), 21–39.Nothaft, H. (2010). Communication Management as a Second Order Management Function.. Roles and Functions of the Communications Executive. Journal of Communication Management. 14(2)-140.Padgett, D. K. (Ed.). (2004). The qualitative research experience. Belmont, CA: Wadsworth.Robson, P. & James, M. (2013). Not everyone’s aboard the online public relations train;The use (and non-use) of social media by public relations practitioners. PRism 9(1)Scandura, T. , & Viator, R. (1994). Mentoring in public accounting firms: An analysis of mentor-protégé relationships, mentorship functions, and protégé turnover intentions. Accounting, Organizations and Society, 19(1994), 717. Sha, B.L., & Dozier, D. M. (2011, August). Women as public relations managers: Show me the money. Paper presented at the Public Relations Division, Association for Education in Journalism and Mass Communication, St. Louis, MO. Sha, B.L. & Dozier, D. M. (2012). Social media usage and classic practitioner roles. Paperpresented at the International Public Relations Conference, Miami, FL.Solis, B., & Breakenridge, D. (2009). Putting the Public Back in Public Relations: How Social Media IS Reinventing the Aging Business of PR. Upper Saddle River, NJ: Pearson Education.Sriramesh, K., & White, J. (1992). Societal culture and public relations. In J. E. Grunig (Ed.), Excellence in public relations and communication management. 597 – 614. Hillsdale, NJ: Lawrence Erlbaum Assoc.Thackeray, R., & Neiger, B. L. (2009). A multidirectional communication model: Implications for social marketing practice. Health Promotion Practice, 10 (2), 171-175.Wright, D. K., & Hinson, M. D. (2009). Examining how public relations practitioners actually are using social media. Public Relations Journal, 3 (3), 1-33.Woloshin, M. A. (2009, July). Compromising position: Looking for senior-level jobs afterA layoff. Public Relations Tactics. Waddington, S. (2013) Brand Anarchy: Managing corporate reputation. A&C Black 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
102461017資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102461017 資料類型 thesis dc.contributor.advisor 陳憶寧<br>Yi-Ning Chen zh_TW dc.contributor.author (Authors) 徐強 zh_TW dc.creator (作者) 徐強 zh_TW dc.date (日期) 2015 en_US dc.date.accessioned 3-Aug-2015 13:33:15 (UTC+8) - dc.date.available 3-Aug-2015 13:33:15 (UTC+8) - dc.date.issued (上傳時間) 3-Aug-2015 13:33:15 (UTC+8) - dc.identifier (Other Identifiers) G0102461017 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77255 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 102461017 zh_TW dc.description.abstract (摘要) 台灣社交媒體對資淺公關人員工作經驗的影響 zh_TW dc.description.abstract (摘要) This qualitative study, using an in-depth interview design, utilises the theoretical framework of public relations role theory and pigeonholing to assess the impact social media is having on junior Taiwanese public relations practitioners job experience. All interviews were conducted in Taipei, Taiwan during the winter/spring of 2015 with participants from in-house and agency environments, from a mix of industry focuses including: FMCG, Technology & Fashion. The major findings of this research found evidence to support the notion that social media, in terms of role theory, is largely managerial in nature, as opposed to technical, exemplified through participants reporting an emphasis in undertaking strategic, decision-making tasks with large amounts of autonomy over their job role. This study was also further concerned with the phenomenon of pigeonholing of digital natives into social media positions, and this study found that, although younger practitioners are the ones involved in social media, the negative consequences associated with pigeonholing, such as an emphasis on undertaking technician tasks, leading to slow career progression and low job satisfaction were not replicated for those working in social media roles. Therefore, this study is also evidence to support the notion that social media is not pigeonholing digital natives in their social media roles. en_US dc.description.tableofcontents Contents Abstract………………………………………………………………………….....2 Introduction…………………………………………………………………..........5 Literature Review………………………………………………………………….7- Public Relations………………………………………………………………….....6- Public Relations Roles……………………………………………………………...7- Social Media………………………………………………………………………..9- Social Media and Public Relations……………………………………………….. 10- Digitalisation of PR: The Debate & State of the Industry 2015………………….. 10- Social Media and Public Relations Roles………………………………………… 16- Task Enactment & Purporter of Task Discrepancies……………………………....17- Managerial Roles as a Benchmark for Success……………………………………18- Public Relations Roles & Pigeonholing……………………………………………18- The Femenization & De-Femenization of PR……………………………………...20- The Pigeonholing of Digital Natives into Social Media Roles…………………….21 - The Consequences of Pigeonholing Digital Natives on Digital Immigrants………22- Mentorship in Public Relations………………………………………………….....24- Reverse Mentorship………………………………………………………………...25Research Questions………………………………………………………………....26 Methodology………………………………………………………………………..26- Paradigms and Qualitative Methods………………………………………………..29- Sampling…………………………………………………………………………..28- Data Collection…………………………………………………………………....29- Data Analysis……………………………………………………………………...31- Interview Guide…………………………………………………………………...31Findings & Discussion…………………………………………………………….32References…………………………………………………………………………59Appendices I……………………………………………………………………....59Appendices II……………………………………………………………………..60 zh_TW dc.format.extent 281776 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102461017 en_US dc.subject (關鍵詞) 社交媒體 zh_TW dc.subject (關鍵詞) 台灣 zh_TW dc.subject (關鍵詞) 角色理論 zh_TW dc.subject (關鍵詞) Social media en_US dc.subject (關鍵詞) pigeonholing en_US dc.subject (關鍵詞) role theory en_US dc.subject (關鍵詞) Taiwan en_US dc.title (題名) 台灣社交媒體對資淺公關人員工作經驗的影響 zh_TW dc.title (題名) Social Media’s Impact on the Job Experience of Junior Public Relations Practitioners in Taiwan en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) Anderson, R., & Reagan, J. (1992). Practitioner roles and uses of new technologies. Journalism Quarterly, 69(1), 156–165.Babbie, E. (2007). The practice of social research (11thed.). Belmont, CA: WadsworthBanton, M. (1996). Role. In A. Kuper & J. Kuper (Eds.), The social science encyclopedia (pp. 749–751). London: Routledge.Bridgen, L. (2013) The boys are back in town: Rethinking the feminisation of public relations through the prism of social media. PRism 9 (1) http://www.prismjournal.org/fileadmin/9_1/Bridgen.pdfBroom, G. M., & Dozier, D. M. (1986). Advancement for public relations role models. Public Relations Review, 7 (1), 37-56Broom, G. M., & Smith, G. D. (1979, August). Toward an understanding of public relations roles: An empirical test of five role models` impact on clients. Paper presented at the Annual Meeting of the Association for Education in Journalism, Seattle, WA.Broom, G. M. (1982). A comparison of sex roles in public relations. Public Relations Review 8 (3), 17-22.Broom, G. M. (2009). Cutlip & Center’s effective public relations (10th ed.).Upper Saddle River, NJ: Pearson Prentice HallBroom, G. M., & Dozier, D. M. (1986). Advancement for public relations role models. Public Relations Review, 7 (1), 37-56Cole, R. T., Hembroff, L. A., & Corner, A. D. (2009). National assessment of the perceived writing skills of entry-level PR practitioners. Journalism & Mass Communication Educator, 64(1), 10-26.Cotugna, N. , & Vickery, C. (1998). Reverse mentoring: A twist to teaching technology. Journal of the American Dietetic Association, 98(10), 1166Creswell, J. W. (1998). Qualitative inquiry and research design: Choosing among five traditions. Thousand Oaks, CA: Sage.Daymon, C Holloway, I (2002): Qualitative Research Methods in Public Relations and Marketing Communications, London: RoutledgeDenzin, N. K., & Lincoln Y. S. (1994). Entering the field of qualitative research. In N. K.Denzin & Y. S. Lincoln (Eds.), Handbook of qualitative research (pp. 1-17).Thousand Oaks, CA: Sage. DiStaso, M. W., & Bortree, D. S. (2012). Multi method analysis of transparency in social media practices: Survey, interviews and content analysis. Public Relations Review, 38(3), Dozier, D. M. (1984). Program evaluation and roles of practitioners. Public Relations Review, 10( 2), 13-21.Dozier, D. M. (1992). The organizational roles of communications and public relations practitioners. In J. E. Grunig (Ed.), Excellence in public relation and communication management (pp. 327–356). Hillsdale, NJ: ErlbaumDozier, D. M., Grunig, J. E., & Grunig, L. A. (1995). Manager`s guide to excellence in public relations and communication management Mahwah, NJ: Lawrence Erlbaum Associates.Dozier, D. M. (1992). The organizational roles of communications and public relations practitioners. In J. E. Grunig (Ed.), Excellence in public relations and communication management (pp. 327–355). Hillsdale, NJ: Lawrence Erlbaum.Dozier, D. M., & Broom, G. M. (2006). The centrality of practitioner roles to public relations theory. In C. H. Botan, & V. Hazleton (Eds.),Public Relations Theory II(pp. 137–170). Mahwah, NJ: Erlbuam. Dozier, D. M., Grunig, J. E., & Grunig, L. A. (1995).Manager`s guide to excellence in public relations and communication management Mahwah, NJ: Lawrence Erlbaum Associates.Greengard, S. (2002). Moving forward with reverse mentoring. Workforce, 81(3), 15. Grunig J. E., & Hunt, T. (1984).Managing public relations. New York: HoltGrunig, J. E. (Ed.). (1992). Excellence in public relations and communication management. Hillsdale, NJ: Lawrence Erlbaum AssociatesGrunig, L. A., Toth, E. L., & Hon, L. C. (2001). Women in public relations: How gender influences practice. New York: Guilford.Grunig, J. E. (1992). Excellence in public relations and communication management Hillsdale, NJ: Lawrence Erlbaum Associates.Hofstede, G. (1980). Culture’s consequences. Beverly Hills, CA: Sage.Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53 (1), 59–68Kelleher, T. A. (2007). Public relations online: Lasting concepts for changing media. LosAngeles: Sage.Kern-Foxworth, M. (1993). Minority practitioners` perceptions of racial bias in public relations and implications for the year 2000. In Diversity in Public Relations Education, 31-55.Leh, A. (2005). Lessons learned from service learning and reverse mentoring in faculty development: A case study in technology training. Journal of Technology and Teacher Education, 13, 25.Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. Beverly Hills, CA: Sage. Macnamara, J. (2010b). Public relations and the social: How practitioners are using, or abusing, social media. Asia Pacific Public Relations Journal, 11(1), 21–39.Nothaft, H. (2010). Communication Management as a Second Order Management Function.. Roles and Functions of the Communications Executive. Journal of Communication Management. 14(2)-140.Padgett, D. K. (Ed.). (2004). The qualitative research experience. Belmont, CA: Wadsworth.Robson, P. & James, M. (2013). Not everyone’s aboard the online public relations train;The use (and non-use) of social media by public relations practitioners. PRism 9(1)Scandura, T. , & Viator, R. (1994). Mentoring in public accounting firms: An analysis of mentor-protégé relationships, mentorship functions, and protégé turnover intentions. Accounting, Organizations and Society, 19(1994), 717. Sha, B.L., & Dozier, D. M. (2011, August). Women as public relations managers: Show me the money. Paper presented at the Public Relations Division, Association for Education in Journalism and Mass Communication, St. Louis, MO. Sha, B.L. & Dozier, D. M. (2012). Social media usage and classic practitioner roles. Paperpresented at the International Public Relations Conference, Miami, FL.Solis, B., & Breakenridge, D. (2009). Putting the Public Back in Public Relations: How Social Media IS Reinventing the Aging Business of PR. Upper Saddle River, NJ: Pearson Education.Sriramesh, K., & White, J. (1992). Societal culture and public relations. In J. E. Grunig (Ed.), Excellence in public relations and communication management. 597 – 614. Hillsdale, NJ: Lawrence Erlbaum Assoc.Thackeray, R., & Neiger, B. L. (2009). A multidirectional communication model: Implications for social marketing practice. Health Promotion Practice, 10 (2), 171-175.Wright, D. K., & Hinson, M. D. (2009). Examining how public relations practitioners actually are using social media. Public Relations Journal, 3 (3), 1-33.Woloshin, M. A. (2009, July). Compromising position: Looking for senior-level jobs afterA layoff. Public Relations Tactics. Waddington, S. (2013) Brand Anarchy: Managing corporate reputation. A&C Black zh_TW
