新媒体外文翻译文献
文献信息：
文献标题：The effect of new media on consumer media usage: An empirical study in South Korea（新媒体对消费者媒体使用的影响：韩国的实证研究）国外作者：ongRoul Woo，Jae Young Choi，Jungwoo Shin，Jongsu Lee 文献出处：《Technological Forecasting and Social Change》,2014,89(1):3-11字数统计：英文2191单词，12445字符；中文4024汉字
外文文献：
The effect of new media on consumer media usage:
An empirical study in South Korea
Abstract The advent and proliferation of the Internet (a form of new media) have heavily influenced consumers' media usage behavior and a number of other social, political, cultural, and economic outcomes. The recent introduction of smart mobile media, including smartphones and tablets, is expected to similarly affect these issues. This study empirically analyzes how the advent of the Internet and smart mobile media affects Korean consumers' media usage behavior, seeking to provide a means to anticipate the ripple effect to societal outcomes related to the evolution of new media in Korea. We modeled consumers' media usage behavior and conducted preference and simulation analyses using data gleaned from a survey of consumers' media behavior and a Multiple Discrete-Continuous Extreme Values (MDCEV) model. The results of the analyses illustrate how consumer preferences regarding old and new media differ in terms of sociodemographic variables. Moreover, the analyses revealed that whereas the advent of the Internet has negatively influenced consumers' use of old media, the arrival of smart mobile media has had a synergistic effect on television use. As a result, the advent of mobile media increased the use of television,
but decreased use of other forms of old media.
Keywords: New media; Media usage behavior; Preference analysis; Scenario analysis; Multiple Discrete-Continuous Extreme Value model
1.Introduction
Media are continuously evolving (Stöber, 2004). Although early forms of media (e.g., mail, telegram, telephone) were used primarily to exchange simple messages, the advent of mass media like newspapers and magazines allowed media to be used to deliver vast amounts of information to a large and unspecified audience. When electronic media like radio and TV became popular during the early 20th century, they were used to deliver a substantial amount of information to recipients in real time. Most recently, however, digital media (e.g., the Internet, mobile technology) have fundamentally altered the media environment. Specifically, the advent of digital media has facilitated the fast and easy consumption, retention, and sharing of a significant amount of information between multiple users.
To differentiate these from analog media, such as newspapers, magazines, radio, and television, many scholars and professionals have referred to digital media as “new media.”Although researchers have defined new media in a wide variety of ways, we define new media as digital media capable of saving, handling, delivering, and exchanging information through digital binary codes (Negroponte, 1996; Flew, 2002; Manovich, 2003; Jenkins, 2006). The emergence of new media has become institutionalized in our society, fundamentally changing our methods of exchanging information and the consumer behaviors of media usage. It has also had a significant effect on many social, political, cultural, and economic activities (Stöber, 2004).
Researchers have long-studied the influence of media evolution on societal outcomes, with a particular emphasis on the advent and proliferation of the Internet. Some of the most notable studies in this domain have explored the influence of the Internet on traditional media usage (Bromley and Bowles, 1995; Mokhtari et al., 2009), social relations (Haythornthwaite, 2002; Brignall and Van Valey, 2005; Amichai-Hamburger and Hayat, 2011), the economy (Litan and Rivlin, 2001; Lucas
and Sylla, 2003), politics (Farrell, 2012), education (Agarwal and Day, 1998; Arsham, 2002), and corporate marketing (Avlonitis and Karayanni, 2000; Hennig-Thurau et al., 2010).
The arrival and development of new media in the 21st century have put pressure on companies and governments to understand the Internet and use it in accordance with their specific objectives. For example, companies largely sought to leverage the Internet to maximize the effectiveness of their marketing efforts. Similarly, governments sought to use the Internet to efficiently publicize policies. Given the extent to which organizations in both the private and public sectors have used the Internet to achieve specific objectives, many researchers have worked to identify the implications of their Internet usage. For example, Bhatnagar and Ghose (2004) found that Internet retailers could use customers' Internet search patterns according to demographic characteristics and product types to cultivate store loyalty among those customers. Naik and Peters (2009) also illustrated Internet use for marketing purposes, empirically showing that the development of a marketing scheme that is comprised of the appropriate mix of print-, television-, radio-, and Internetbased messages can efficiently build customer loyalty. In a similar vein, Lin et al. (2013) analyzed consumers' simultaneous usage of these four media types and found that media campaigns that leverage both old and new media are most effective.
Similar to the Internet, the recent introduction of personal mobile smart devices has contributed to the evolution of media usage. This is particularly notable, given that smart device usage is spreading at a faster rate than older media (MIT Technology Review, 2012). This proliferation of new media will allow people to easily access and share massive amounts of digitized information anywhere and at any time.
Despite these developments, most research in this domain has been focused on predicting and measuring the preference and demand for smart media products and services (Chen and Hsieh, 2012; Choi et al., 2013; Park et al., 2013; Lee, 2014). Though useful in its own right, this line of research has failed to consider the ways in which the development of new media has affected a number of salient socioeconomic outcomes. To address this gap, we analyze the ways in which Internetbased new
media, digital media broadcasting (DMB), and older forms of media (e.g., magazines, television) affect certain societal outcomes. Specifically, in this paper, we use a Multiple Discrete-Continuous Extreme Value (MDCEV) model and scenario simulations to investigate Korean consumers' media usage, designed to forecast the socioeconomic effects related to the evolution of new media.
In addition, we explore how the emergence of new media affects the use of old media. Jenkins (2006) argued that new media has a tendency to incite drastic changes. For example, when new media emerge, they tend to displace old media, changing consumers' media consumption habits. Therefore, before it is possible to understand the socio-economic effects of new media emergence, it is first necessary to explore and understand changes in consumers' media usage behavior resulting from the advent of the Internet and other digital media.
2.Background
2.1.Definition and classification of new media
Researchers have defined new media in a number of different ways, so there is currently no consensus with regard to how to conceptualize new media. For the purposes of the current study, we define new media as digital media capable of saving, handling, delivering, and exchanging information through digital binary codes. This definition suggests that new media facilitate not only the free exchange of digitalized information in compressed form, but also user interaction. Using this definition as a guide, and in accordance with definitions proposed by Jenkins (2006), we can categorize computers, the Internet, and smart mobile devices as new media. Comparatively, we can categorize print, television, and radio as old media. For the purposes of this research, we will analyze consumers' usage behavior for seven forms of media: newspapers, magazines, radio, television, computer-based Internet, mobile Internet, and DMB. Using these definitions, we categorize newspapers, magazines, radio, and television as old media; and the Internet, mobile Internet, and DMB as new media.
2.2.New media usage in Korea
According to the International Telecommunication Union (2013), Korea ranks first in the world in information and communication technology readiness, usage, and capability as of 2013. In addition, other organizations reported that Korea also ranked first in terms of Internet penetration (97.2%; Organisation for Economic Co-operation and Development, 2012), and second in terms of smartphone penetration (73.0%; Our Mobile Planet, 2013). These figures indicate that Korea is characterized by the most widespread and pervasive use of the Internet, smart devices, and other new media globally. As such, Korean consumers represent the most active group in terms of new media use. Given the degree to which the Korean population uses new media, new media-related industries experience continuous growth with the support of policies developed by the Korean government. The Korean case allows an illustration of the changes in media usage following the diffusion of new media, therefore facilitating a forecast of changes in the social, political, cultural, and economic dynamics of the country.
3.Model specifications
This study uses Bhat's (2005, 2008) Multiple DiscreteContinuous Extreme Value (MDCEV) to analyze consumers' media usage behavior. The MDCEV model consists of the utility according to the consumers' choice and its corresponding usage in combination under random utility theory. The MDCEV model considers both product choice and usage behavior simultaneously, and is used in various fields. Its use is especially widespread in the transportation field to model household vehicle type holdings and its mileage (e.g., Bhat and Sen, 2006; Ahn et al., 2008; Shin et al., 2012). This study uses the MDCEV model to analyze consumer's media choice and usage time together. More specifically, we leveraged a mixed MDCEV model, which reflects heterogeneity among consumers' media preferences and usage through distribution to each parameter (Bhat, 2005, 2008; Ahn et al., 2008; Shin et al., 2012).
The mixed MDCEV is difficult to estimate with classical maximum likelihood methods. Therefore, we used a Bayesian estimation method to accommodate the computational complexity of the estimation process associated with the mixed
MDCEV. The advantage of the Bayesian estimation method is that it is capable of solving local optimal solution problems using the initial value. In contrast, the maximum likelihood estimation method is a classical estimation method (Allenby and Rossi, 1998; Huber and Train, 2001; Edwards and Allenby, 2003; Train, 2003). Bhat (2005, 2008) published detailed information about the MDCEV model.
4.Concluding remarks
The introduction of new media has affected consumer media usage behavior in a number of ways. In addition, the recent emergence of smart mobile media has significantly affected the dynamics of the current media market. Given these effects, we sought to provide a means for forecasting the effects of introducing new media into an existing media market as well as how the introduction of new media could affect the ways in which communication technologies evolve. Specifically, we leveraged MCR data in an MDCEV model to analyze (a) consumer preferences for old and new media alternatives, and (b) the ripple effect of the introduction of new media on the existing media market.
Our results revealed that generally, consumers are more interested in emergent mobile media (e.g., mobile Internet and DMB) than other forms of media. More specifically, our results showed that younger consumers tend to gravitate towards mobile Internet, DMB, and radio because they are familiar with mobile devices. Given this, when the Korean government or companies promote new policies or products/services to younger consumers, it may be useful for them to use mobile media as the primary communication channel. Our results also showed that consumers with more education tended to prefer Internet and print media, indicating that these channels are important conduits for circulating information for the educated. In addition, consumers with higher household incomes tended to report a preference for using the Internet and mobile Internet media. Similarly, early adopters indicated that they preferred to use, in order of decreasing preference, mobile Internet, traditional Internet, and television. Consumers with higher levels of brand-loving tendency reported a preference for mobile Internet, television, traditional Internet, print media,
and DMB. Taken together, these results provide useful guidance for companies to effectively engage with target audiences in the era of new media. Finally, our estimation of satiation parameters indicated that mobile media alternatives have greater market potential than those that cannot be used in a mobile sense.
Further, our scenario analyses showed that the introduction of the Internet and mobile media generally negatively affects consumer usage of television, radio, and print media. Although they both have this effect, the introduction of the Internet into an extant media market has more substantial effects than the introduction of mobile media. Interestingly, our analyses suggested that when mobile media are introduced, the likelihood of a consumer choosing or using traditional Internet, radio, and print media decreases, but the probability of choice and usage for television increases. This result may indicate that Internet usage patterns have partially shifted from the personal computer context to the mobile context. This result may also suggest that there exists a synergistic effect between mobile media and television, as high-quality content can be used on these two media in concert.
Although our results provide a wealth of useful information for government organizations and companies related to targeted marketing and media usage, this study is subject to a few limitations. First, the introduction of new media into extant media markets can generate substitution and complementary relationships between old and new media. However, the MDCEV model employed to perform the analyses was unable to account for these relationships directly. Moreover, our scenario analyses only evaluate substitution and complementary relationships between old and new media indirectly. Second, although Korean mobile media consumption has grown exponentially since 2011, we were unable to account for this growth in our analysis due to the lack of current data. In spite of these shortcomings, the results of this study can be used effectively to establish government policies or market products and services in countries in which new media are pervasive.
中文译文：
新媒体对消费者媒体使用的影响：韩国的实证研究摘要互联网的出现和传播（一种新媒体的形式）严重影响了消费者的媒体使用行为和其他一些社会、政治、文化和经济成果。最近推出的智能移动媒体，包括智能手机和平板电脑，预计将同样影响这些问题。本研究实证分析了互联网和智能移动媒体的出现对韩国消费者的媒体使用行为的影响，试图提供一种手段，以预测与韩国新媒体的演变有关的社会结果的连锁反应。我们模拟了消费者的媒体使用行为，并使用从消费者媒体行为和多重离散连续极值（MDCEV）模型中研究收集的数据，进行偏好和模拟分析。分析结果说明了，消费者对新旧媒体的偏好在社会人口学变量方面有何不同。此外，分析显示，虽然互联网的出现对消费者使用旧媒体产生了负面影响，但智能移动媒体的到来对电视使用产生了协同效应。因此，移动媒体的问世增加了电视的使用，但减少了其他形式旧媒体的使用。
关键词：新媒体；媒体使用行为；偏好分析；情景分析；多重离散连续极值模型
1.引言
媒体不断发展（Stöber，2004）。虽然早期的媒体形式（例如，邮件、电报、电话）主要用于交换简单的信息，但是像报纸和杂志这样的大众媒体的出现，使得媒体能够被用来向众多普通的观众提供大量的信息。当广播和电视等电子媒体在二十世纪初开始流行时，它们被用来实时向接收者提供大量信息。然而，最近，数字媒体（例如，互联网、移动技术）已经从根本上改变了媒体环境。具体来说，数字媒体的出现有助于在多个用户之间快速、方便地使用、保留和共享大量信息。
为了将这些与诸如报纸、杂志、广播、电视等模拟媒体区分开来，许多学者和专业人士都将数字媒体称为“新媒体”。虽然研究人员以各种方式定义了新媒体，但我们将新媒体定义为，通过数字二进制代码保存、处理、传递和交换信息的数字媒体（内格罗蓬特，1996；弗卢，2002；曼理维奇，2003；詹金斯，2006）。新媒体的出现已经成为我们社会的制度化，从根本上改变了我们交换信息的方法和媒体使用的消费行为。它还对许多社会、政治、文化和经济活动产生了重大影响（Stöber，2004）。
研究人员长期以来一直在研究媒体演变对社会结果的影响，特别强调了互联网的出现和传播。在这一领域的一些最著名的研究已经探讨了互联网对传统媒体使用（布罗姆利和鲍尔斯，1995；塔里等人，2009）、社会关系（哈森维特，2002；布里格纳尔和凡•威利，2005；阿米凯•汉堡和哈亚特）、经济（里坦和里夫林，2001；卢卡斯和西拉，2003）、政治（法雷尔，2012）、教育（阿格沃尔和戴，1998；奥沙门，2002）和企业营销（阿夫洛尼蒂斯和凯瑞威利，2000；亨尼希•图劳等人，2010）的影响。
二十一世纪新媒体的到来和发展，给企业和政府带来了压力，迫使他们了解互联网，并根据其特定目标使用互联网。例如，企业主要是试图利用互联网来最大限度地发挥其营销工作的有效性。同样，政府也试图利用互联网来有效地宣传政策。鉴于私营和公共部门的组织在很大程度上都利用互联网来实现特定目标，许多研究人员一直致力于确定其互联网使用的影响。例如，巴特纳格尔和戈斯（2004）发现，互联网零售商可以根据人口特征和产品类型，利用客户的互联网搜索模式，来培养这些客户对店铺的忠诚度。奈克和彼得斯（2009）也指出了互联网用于营销的目的，经验表明，开发一个营销方案，包括适当的报纸、电视、广播和网络信息的组合，能够有效地建立客户的忠诚度。与此类似，林等人（2013）分析了消费者同时使用这四种媒体类型，发现利用新旧媒体联合进行媒体宣传活动最为有效。
与互联网相似，最近推出的个人移动智能设备也促成了媒体使用的演变。这一点尤其值得注意，因为智能设备的使用速度比旧的媒体传播速度更快（麻省理工学院技术评论，2012）。这种新媒体的激增将使人们能够随时随地轻松访问和分享大量的数字化信息。
尽管有这些发展，但在这一领域的大多数研究都集中在预测和衡量智能媒体产品和服务的偏好和需求方面（陈和谢，2012；崔等人，2013；帕克等人，2013；李，2014 ）。虽然这些研究本身是有益的，但这一研究路线并没有考虑到新媒体的发展对一些显著的社会经济结果产生的影响。为了填补这一空白，我们分析了基于互联网的新媒体，数字多媒体广播（DMB）和老式媒体（如杂志、电视）对某些社会结果的影响。具体来说，在本文中，我们使用了多重离散连续极值（MDCEV）模型和场景模拟来研究韩国消费者的媒体使用情况，旨在预测与新媒体演变有关
的社会经济效应。
此外，我们还探讨了新媒体的出现如何影响旧媒体的使用。詹金斯（2006）认为，新媒体将导致旧媒体产生巨大变化。例如，当新媒体出现时，它们往往会取代旧媒体，改变消费者的媒体使用习惯。因此，在研究新媒体的出现可能产生的社会经济影响之前，首先必须探索和了解互联网和其他数字媒体的出现对消费者媒介使用行为的改变。
2.背景
2.1.新媒体的定义和分类
研究人员以多种不同的方式定义了新媒体，所以目前在如何概念化新媒体方面尚未达成共识。为了本研究的目的，我们将新媒体定义为，通过数字二进制代码保存、处理、传递和交换信息的数字媒体。这个定义表明，新媒体不仅促进了压缩形式的数字化信息的自由交换，而且方便了用户交互。以此定义为指导，并结合詹金斯（2006）提出的定义，我们可以将计算机、互联网和智能移动设备归类为新媒体。相比之下，我们可以将印刷媒体、电视和广播归类为旧媒体。为了本研究的目的，我们将分析消费者对报纸、杂志、广播、电视、计算机互联网、移动互联网、DMB等这七种形式的使用行为。利用这些定义，我们将报纸、杂志、广播和电视归类为旧媒体；互联网、移动互联网和DMB归类为新媒体。
2.2.韩国新媒体的使用情况
据国际电信联盟（2013）的统计，到2013年，韩国在信息和通信技术的准备、使用和能力方面位居世界首位。另外，其他组织报告说，韩国在互联网普及率方面名列第一（97.2％；经济合作与发展组织，2012），在智能手机普及率方面排名第二（73.0％；Our Mobile Planet网站，2013）。这些数字表明，韩国的特点是互联网、智能设备和其他新媒体的使用最为广泛和普及。因此，在新的媒体使用方面，韩国消费者是最活跃的群体。鉴于韩国人民使用新媒体的程度，新媒体相关产业在韩国政府制定的政策的支持下，经历了持续的增长。韩国的案例说明了新媒体传播后媒体使用情况的变化，从而有助于预测该国社会、政治、文化和经济动态的变化。
3.模型设定
本研究使用哈特的（2005,2008）多重离散连续极值（MDCEV）来分析消费者的媒体使用行为。MDCEV模型包括根据消费者选择的实用程序及其在随机效用理论下的相应使用。MDCEV模型同时考虑了产品的选择和使用行为，并在各个领域得到了应用。它在运输领域的应用特别普遍，用于模拟家用车辆类型及其里程（例如，哈特和森，2006；安等人，2008；申等人，2012）。本研究使用MDCEV模型对消费者的媒体选择和使用时间进行了分析。更具体地说，我们利用混合的MDCEV模型，通过分配每个参数，反映出消费者媒体偏好和使用之间的异质性（哈特，2005,2008；安等人，2008；申等人，2012）。
混合的MDCEV模型难以用经典的最大似然法估计。因此，我们使用贝叶斯估计方法来适应与混合MDCEV模型的估计过程的计算复杂度。贝叶斯估计方法的优点是，能够使用初始值来求解局部最优解问题。相比之下，最大似然法是一种经典的估计方法（艾伦比和罗西，1998；休伯和特雷恩，2001；爱德华兹和艾伦比，2003；特雷恩，2003）。哈特（2005,2008）发布了有关MDCEV模型的详细信息。
4.结束语
新媒体的引入已经在许多方面影响了消费者媒体的使用行为。此外，最近出现的智能移动媒体已经大大影响了当前媒体市场的动态。鉴于这些影响，我们试图提供一种方法，来预测将新媒体引入现有媒体市场的影响，以及新媒体的引入如何影响通信技术发展的方式。具体来说，我们利用MDCEV模型中的MCR数据来分析：（a）消费者对旧新媒体选择的偏好；（b）在现有媒体市场上引入新媒体所产生的连锁反应。
我们的研究结果显示，一般情况下，与其他形式的媒体相比，消费者通常对新兴的移动媒体（例如，移动互联网和DMB）更感兴趣。更具体来说，我们的研究结果表明，年轻的消费者往往喜欢移动互联网、DMB和无线电，因为他们熟悉移动设备。鉴于此，当韩国政府或企业向年轻的消费者推广新政策或产品/服务时，使用移动媒体作为主要的通信渠道可能是有用的。我们的研究结果还表明，受教育程度更高的消费者往往喜欢使用互联网和印刷媒体，则表明这些渠道是为受过高等教育的人提供信息的重要渠道。此外，家庭收入较高的消费者往往喜欢
使用互联网和移动互联网媒体。同样，早期的使用者表示，按照从高到低的偏好顺序，他们依次喜欢使用移动互联网、传统互联网和电视。具有较高品牌偏好的消费者表示，喜欢移动互联网、电视、传统互联网、印刷媒体和DMB。总之，这些结果为企业在新媒体时代与目标受众进行有效接触提供了有用的指导。最后，我们对饱和参数的估计表明，比起那些不能在移动中使用的媒体，移动媒体的市场潜力更大。
此外，我们的情景分析显示，互联网和移动媒体的引入通常会使消费者对电视、广播和印刷媒体的使用产生负面影响。虽然两者都有这种效果，但在现有媒体市场中引入互联网，会比引入移动媒体更具有实质性的效果。有趣的是，我们的分析表明，当引入移动媒体时，消费者选择或使用传统互联网、广播和印刷媒体的概率会降低，但选择或使用电视的概率会得到增加。这一结果可能表明，互联网使用模式已经部分从个人计算机情景中转移到移动情景中。这一结果也可能意味着，移动媒体和电视之间存在协同效应，因为这两种媒体结合在一起使用可以播放高质量的内容。
尽管针对营销和媒体使用，我们的研究结果为政府组织和企业提供了大量有用的信息，但被研究也受到了一些限制。首先，将新媒体引入现有媒体市场，可以在新旧媒体之间产生替代和互补关系。然而，用于执行分析的MDCEV模型无法直接解释这些关系。此外，我们的情景分析仅仅是间接地评估新旧媒体之间的替代和互补关系。其次，虽然韩国移动媒体消费自2011年以来呈指数级增长，但由于目前数据不足，我们无法在分析中说明这一增长情况。尽管存在这些缺陷，但本研究的结果依然可以被有效利用，以便在新媒体普及的国家推广政府政策或市场产品和服务。
新媒体营销外文翻译文献 (文档含英文原文和中文翻译) 译文: 研究微博中承诺和信用对消费者行为倾向的影响 ——基于关系营销的角度 摘要：本研究的目的是探索消费者对企业通过微博进行关系营销的观点。这项研究是以承诺-信用理论以及消费者对企业微博形象、承诺、信用、满意度和社群意识对消费者的行为倾向的研究为基础的。这项研究的成果可以成为企业利用微博进行关系营销的准则。这项研究显示消费者的满意度对承诺、信用、社群意识和消费者的行为倾向具有积极影响。企业形象对承诺和信用的影响是成立的，但对行为倾向的影响需须经由承诺和信用产生中介效果。信用对承诺和社群意识的影响是存在的，但是对行为倾向的影响须经由承诺和社群意识产生中介效果。最后，承诺和社群意识对行为倾向的影响是成立的。 关键词：微博、关系营销、满意度、企业形象、承诺、信用、社群意识、行为倾向 1、引言 当我们在新的经济时代面临着现今的商业环境时，许多企业在短时间内就变成了一个以顾客为中心的企业。为了提高竞争力，企业必须了解他们的顾客，了解顾客的需求，并且通过专项服务满足顾客的需求。随着技术时代环境的改变，企业已经通过信息系统与客
户建立了关系。随着顾客上网历史的增加，企业可以提供给他们更多的产品信息并且在第一时间获得顾客的回复。通过这种方法，客户服务的成本可以降低；企业与客户的关系可以变得稳定；企业与客户之间可以建立更多的联系；企业与客户之间的沟通可以个性化。 基于格朗鲁斯的研究，他认为关系营销意味着企业通过发展、维护和提高与顾客的关系来达到企业的目的。越来越多的企业发展其吸引力来构建自己的形象以留住和吸引新的顾客。因此，一个企业的专业性和企业形象的构建对企业来说是很重要的。一个公司是否可以提供服务或产品以满足客户的需求影响着客户对企业的信任和忠诚度。 基于Web2.0大流行，大众媒体已经覆盖了许多拥有新颖、有趣故事的网站，吸引了更多的公众关注互联网。这些问题对因特网的常用用户来说都不是问题。因特网发展很迅速。近来微博服务供应商例如Facebook、Twitter和Plurk是新闻的热点话题，已经聚集了大量用户。根据市场研究公司的成员尼尔森最近的一份报告，在2008年二月到2009年二月间，Twitter是用户增长速度最快的一个社交网站（从475000个用户到17600000个用户）。它的绝对访客增长率在美国是1382%。在2009年五月，全国用户数量达到37300000，这是一个令人吃惊的数据。博客用户一直在讨论是否微博可以取代博客。因特网用户最关注的是微博是否可以缩短他们与朋友们之间的距离，是否可以帮助他们交到新朋友。然而，商人们最关注的是微博是否可以替代博客变为一个新的营销武器。 博客营销是指不仅让因特网用户变的亲密，也是指需要“可信的”网络发言人的赞语。博客成为值得信赖的网络发言人是由于他们长时间在某些话题上努力花费时间。通过写文章，他们在互联网用户的心中构建了“大师”的形象。结果，即使他们的一个“好”字也对有科技非常强大的影响力。这就是博客营销的有效性。博客的权利：检查实际操作者在博客上的使用对公共关系产生的影响。 对于微博，我们可以在Twitter上看到谷歌。在谷歌在Twitter上的账户建立后，立马就有16000个追随者。现在谷歌在Twitter上的追随者有1670000人。这意味着谷歌每在Twitter上发表一条新闻，1760000个人在下一秒将在互联网或手机短信上被通知。这种传播新闻的速度和范围是令人吃惊的。 再来说说戴尔，一个主要的国际电脑制造商，例如，通过微博的能力来提供信息，特别提供了可以通过短信迅速传递给所有微博用户信息的功能。因为价钱很合理，许多用户已经立即决定变成戴尔的追随者。并且戴尔继续提供给追随者们更多的第一手优惠券。结果，通过微博达到的总订单金额已经达到了新台币100000000元。通过微博，消息可以更加迅速地传递给互联网用户。然而，这并不意味着任何一种营销信息都可以通过微博随意
中英文对照外文翻译 (文档含英文原文和中文翻译) 原文: Social Networks and the Mass Media Adapted from: American Political Science Review,2013,107 Social networking has become an every day part of many peoples’lives as evidenced by the huge user communities that are part of such networks. Facebook, for instance, was launched in February 2004 by Harvard under graduate students as an alternative to the traditional stud ent directory. In tended to cover interaction between students at Univers ities–Facebook enables individuals to encourage others to joint he netwo
rk through personalized invitations, friend suggestions and creation of s pecialist groups. Today Facebook has a much wider take up than just s tudents at Universities. Facebook now facilitates interaction between peo ple by enabling sharing of common interests, videos, photos, etc. Sharin g, Some social network populations exceed that of large countries, for example Facebook has over 350 million active users. Social networks provide a platform to facilitate communication and sharing between user s, in an attempt to model real world relationships. Social networking ha s now also extended beyond communication between friends; for instanc e, there are a multitude of integrated applications that are now made a vailable by companies, and some organizations use such applications, su ch as Facebook Connect to authenticate users, i.e. they utilize a user’s Facebook credentials rather than requiring their own credentials(for exa mple the Calgary Airport authority in Canada uses Facebook Connect t o grant access to their WiFi network). This ability to combine a third party application (including its local data) to authenticate users demonstr ates the service-oriented approach to application development. By tappin g into an already established community around a particular social netw orking platform, it becomes unnecessary to require users to register wit h another system.
新媒体与新闻媒体监督外文翻译文献 标题：新媒体与新闻媒体监督的外文翻译文献 一、引言 随着科技的飞速发展和全球化进程的加速，新闻媒体在我们的日常生活中扮演了日益重要的角色。与此同时，新媒体的崛起更是对传统的新闻媒体构成了挑战，也对其形成了有力的监督。本文将对新媒体环境下新闻媒体的监督进行外文翻译文献的综述。 二、新闻媒体监督的定义与作用 新闻媒体监督是指通过新闻报道和信息传播，对政治、经济、社会等各个领域的行为进行公开、公正的评价和揭示，以维护公众的知情权和舆论的公正性。它是新闻媒体的一项基本职责，也是现代社会民主制度的重要组成部分。 新闻媒体监督能够揭示真相、防止腐败、促进公平，对于维护社会公正、保障公民权益、促进政治稳定具有不可替代的作用。 三、新媒体对新闻媒体监督的影响 新媒体的出现，使得新闻媒体监督的形式和范围都发生了重大变化。首先，新媒体的实时性特点，使得信息传播速度大大提高，新闻媒体能够更快地揭示真相，对公众进行引导。其次，新媒体的互动性，使
得公众不仅是信息的接受者，更是信息的生产者和传播者，这大大扩大了新闻媒体监督的主体和影响力。 然而，新媒体也带来了新的挑战。例如，网络的匿名性和开放性，使得虚假信息的传播得以便利，这对新闻媒体监督形成了新的挑战。此外，新媒体环境下，传统媒体的权威性也受到了挑战，新闻媒体监督的效果可能被削弱。 四、结论 总的来说，新媒体对新闻媒体监督起到了积极的推动作用，但同时也带来了新的挑战。因此，我们需要在充分利用新媒体优势的同时，也要加强对新闻媒体监督的管理和规范，以确保其有效性和公正性。 参考文献： 1、John, D. & Levine, M. (2018). Media and society: an introduction. Routledge. 2、Gentzler, E. (2010). Media and society: an introduction. Routledge. 3、Sawhill, J. W. (2017). Media, Markets and Democracy. Wiley Blackwell. 4、Entman, R. M. (2007). Framing:Toward clarification of a
新媒体营销参考文献 1. Li, X., & Liang, W. (2019). The Influence of Social Media Marketing on Consumer Purchase Intention: The Mediating Role of Brand Awareness and Attitude. International Journal of Online Marketing, 9(3), 1-20. 2. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. 3. Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. 4. De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91. 5. Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing: strategy, implementation and practice. Pearson UK. 6. Wu, P. C. S., & Yeh, G. Y. Y. (2016). The effect of online social network activities on brand equity. Journal of Marketing Communications, 22(4), 456-474. 7. Kabadayi, S., & Price, K. (2014). Consumer–brand
文献信息： 文献标题：Elements of strategic social media marketing: A holisticframework（战略性社交媒体营销要素：整体框架） 国外作者：Reto Felix, Philipp A. Rauschnabel, Chris Hinsch 文献出处：《Journal of Business Research》,2017,70:118-126 字数统计：英文2632单词，15772字符；中文5082汉字 外文文献： Elements of strategic social media marketing: A holisticframework Abstract Social media marketing is an integral element of 21st-century business. However, the literature on social media marketing remains fragmented and is focused on isolated issues, such as tactics for effective communication. The current research applies a qualitative, theory-building approach to develop a strategic framework that articulates four generic dimensions of strategic social media marketing. Social media marketing scope represents a range from defenders to explorers, social media marketing culture includes the poles of conservatism and modernism, social media marketing structures fall between hierarchies and networks, and social media marketing governance ranges from autocracy to anarchy. By providing a comprehensive conceptualization and definition of strategic social media marketing, this research proposes an integrative framework that expands beyond extant marketing theory. Furthermore, managers can apply the framework to position their organizations on these four dimensions in a manner consistent with their overall corporate mission and objectives. Key Words: Strategic social media marketing; Holistic framework; New media; Definition of social media marketing; Social media strategy; Digital marketing
文献出处：Jones Robert, The origin and development of new media [J]. International Review of Business, 2014, 7(2): 157-169. （声明：本译文归百度文库所有，完整译文请到百度文库。） 原文 The origin and development of new media Jones Robert Abstract The concept of new media is distinguished from the mass media. New media research fields regards it as a new research field which is different with the mass media. Academic researches on new media follow the path of mass communication research in later development in the process of becoming the new force of original communication research paradigm shift. Key words: New media; Mass communication 1 Introduction In the current communication field, the concept of "new media", is well known. The concept of scientific and new media research would be able to form independent, academia or opinions vary, unable to agree. Many new media researchers just coping with new media technology emerge in endlessly, and for the scientific nature of the new media and new media itself is the lack of attention. 2 How to understand new media In 2000, the international academia about the mainstream of the new media research journal "new media and social issue one year discovers language wrote:" we recognize that the new media is the concept of a relatively vulnerable, but it points out the focus on technology, media, are intertwined with social life affect the importance of the potential for change." Although the "new media" is a relative concept, but it has some common into the culvert. For example, the government set woven (NGO) this
毕业设计(论文)外文文献翻译 2013届 译文一：建立一个品牌必须做对的一件事 译文二：如何建立一个有效的社会化媒体品牌
THE ONE THING YOU MUST GET RIGHT WHEN BUILDING A BRAND Patrick Barwise and Sean Meehan Yes, new media give us powerful tools and speed—but that’s not enough. As usual, marketers are turning hype into hyperventilation. This time, it’s about the supposed end of marketing as we know it, thanks to the rise of social media and the shift of power to consumers. But it’s wrong to think we’re entering a world in which traditional marketing activities, and brands themselves, will become irrelevant. In fact, the opposite is true. Social media make it more urgent than ever that companies get the basics right, developing and reliably delivering on a compelling brand promise. It has always been risky for companies to disappoint customers, at least over the long term. But today the scale and speed of social media can make falling short instantly painful. Consider the internet-fueled backlash against Kryptonite’s expensive but easily picked lock and Dell’s flammable laptops. By the same token, companies that consistently deliver what they promise benefit mightily when social media amplify their reputation. The obvious danger is failing to keep pace with social media developments. But an equal, less obvious danger is getting distracted by them and losing sight of the fundamentals. We’ve long worked on marketing strategy with companies across industries; over the past 15 years we’ve focused on new media, and recently on social media marketing. And we’ve been directly involved in successful new-media start-ups, including one specializing in customer advisory panels and online brand communities. Our conclusion? The companies that will succeed in this environment are exploiting the many opportunities presented by social media while keeping an unwavering eye on their brand promise, and they are judiciously revising the marketing playbook rather than trying to rewrite it. Leverage social media Most companies have cottoned on to social media as tools for engagement and collaboration. Marketers at leading companies have created lively exchanges with and among customers on sites such as OPEN Forum(American Express), https://www.doczj.com/doc/7b19307173.html,(Procter& Gamble), myPlanNet(Cisco), and Fiesta Movement(Ford), tapping into participants’ expertise
关于新媒体的外文文献 With the emergence of new media, people can now connect with each other more easily than ever before. In recent years, the internet has become the most powerful tool for communication and information sharing. Social media platforms like Facebook, Twitter, and Instagram have transformed the way we interact with each other. This paper will provide an overview of the impact of new media on society. Firstly, new media has revolutionized the way we access information. The internet has become the most popular platform for accessing information, and search engines like Google have made it easy to find information on any topic. Social media has also played a significant role in the dissemination of news and information. Through social media, individuals can share news, opinions, and updates with their friends and followers. The ability to share information quickly and easily has made it easier for people to stay informed. Secondly, new media has changed the way we communicate. Social media has made it easier for people to connect with each other, regardless of their location. Platforms like Facebook, Twitter, and Instagram have become the primary way for people to communicate with their friends, family, and colleagues. These platforms have also made it easier for people to meet and socialize with new people, creating new opportunities for social interaction. Thirdly, new media has affected the way businesses operate. The rise of e-commerce has made it easier for
微信营销中英文对照外文翻译文献 现状： 微信营销是一种新兴的营销方式，迅速成为品牌制造商除官方微博外的另一种互联网营销热点。自2012年8月18日微 信公众平台正式推出以来，媒体、品牌和名人使用更多的方法向粉丝推送各种信息，越来越多的微信营销效果不可忽视。微信营销逐渐传播到国内行业销售领域，并在改变现有营销模式方面发挥着重要作用。本文是对前人相关微信营销研究的总结，通过分析、总结学者们的微信营销研究，概括了微信营销模式的优缺点、微信营销前景、存在的问题和对策，并提出了思路方向。 主题 1.微信营销模式的诞生 In recent years。XXX。they are still XXX face risks in the marketing process。the associated costs increaseXXX。XXX greater returns on sales with small XXX mode。The main way XXX is through a nal code。The emergence of this code has been a XXX enterprises。both domestic and nal。and has XXX to the
development of the marketing and media XXX's increasingly competitive market。many enterprises are using WeChat's nal code。which offers a low-cost。quick ork marketing mode. From a WeChat business perspective。dealers XXX into the platform to XXX n。industry n。business activities。the official website。XXX their business。build their brand。and push n to customers. WeChat marketing has four main modes: LBS+ "nearby" n。O2O+ "nal code scanning" n。WeChat public platform+ "circle of friends" new features。XXX。open up new sales channels。boost brand virality。create new modes of enterprise n。XXX. Zhang Li (2013) analyzed the use of XXX different enterprises with different products and services should adopt different marketing methods when using WeChat。For example。dining。entertainment。and other closely related enterprises should use O2O+ and nal code XXX is cost-effective and has the potential to attract XXX.
新媒体社交媒体营销外文翻译文献 本文旨在介绍新媒体和社交媒体在营销中的 重要性和潜力，并概述外文翻译文献的主要内容。 新媒体营销是指在社交媒体平台上进行市场 营销的方法和策略。它利用社交媒体平台的特点 和功能，以吸引和与目标受众进行互动，从而推 广和销售产品或服务。 新媒体营销的目标是提高品牌的知名度和曝光度，增加客户群 体和潜在客户，促进销售和业务增长。通过在社交媒体上建立品牌 形象、发布有吸引力的内容、与用户互动和建立信任关系等手段， 新媒体营销可以有效地吸引目标受众的注意力并激发他们的兴趣， 进而促成购买行为。 新媒体营销的特点在于其互动性、即时性和广泛性。与传统的 市场营销方式相比，新媒体营销能够实时与用户进行互动，即时获 得用户反馈，以及通过社交媒体平台的广泛传播效应，将品牌和产 品信息快速传播到大量的目标受众中。
在社交媒体平台上进行新媒体营销的方法和策略包括但不限于：建立和管理企业官方社交媒体账号，制定具体的社交媒体营销计划，发布优质的内容，加强品牌形象宣传，与用户进行互动和回应，跟 踪并分析社交媒体数据，不断改进和调整营销策略等。 综上所述，新媒体营销在社交媒体平台上的定义与特点包括利 用社交媒体平台进行市场营销，提高品牌曝光度和知名度，吸引目 标受众的注意力，促进销售和业务增长，以及具有互动性、即时性 和广泛性等特点。 该外文翻译文献总结了对新媒体社交媒体营 销的讨论，并归纳了一些关键观点和研究结果。文献中提到的一些重要概念、案例研究和最佳实践对于了解和应用社交媒体营销非常有帮助。 请注意，由于语言上的简洁性要求，文献的具体内容在此并未 详细概述。建议您根据文献中提到的关键观点和研究结果进一步深 入研究和了解新媒体社交媒体营销的相关内容。 文献内容的具体摘要请参考原文翻译文献。 文献内容的具体摘要请参考原文翻译文献。
新闻翻译与传播外语新闻翻译和跨国传播的 技巧和方法 随着全球化的加速和信息技术的快速发展，外语新闻翻译和跨国传播变得越来越重要。为了准确传递信息和提升传播效果，新闻翻译人员需要掌握一些技巧和方法。本文将介绍几个关键的方面。 一、准确理解新闻内容 在进行外语新闻翻译之前，理解原文的意思至关重要。翻译人员应该全面而准确地理解新闻的背景、主题和核心内容。这不仅包括了对新闻事件的背景了解，还需要对所使用的语言和文化有一定的了解。只有确保准确理解了新闻原文，才能进行准确的翻译和传播工作。 二、适应目标受众和文化背景 当进行外语新闻翻译和跨国传播时，需要考虑到目标受众的文化背景和心理需求，以便更好地进行信息传递。为了提高传播效果，翻译人员应该积极学习和了解目标受众的文化差异和传媒习惯。在翻译过程中，需要选择合适的语言风格和表达方式，确保信息能够被目标受众理解和接受。 三、保持语境的连贯性和连贯性 新闻翻译过程中，语境的连贯性和连贯性是十分重要的。翻译人员应该注重上下文的理解和处理，确保翻译的内容与原文保持一致，并符合目标受众的语言习惯。同时，需要保持句子的连贯性和流畅性，使翻译的文本能够以更好的方式传递信息。
四、注重信息的精炼和准确性 在进行外语新闻翻译时，需要注意到信息的精炼和准确性。新闻报道通常是针对有限的篇幅进行编辑和发布的，因此翻译人员需要适应这种要求，将重要信息准确地传递给读者或观众。翻译人员应该善于提炼新闻核心内容，并使用准确、简洁的语言表达，以便读者迅速理解。 五、扩大新闻传播的渠道和方式 在进行外语新闻翻译和跨国传播时，应该多样化渠道和方式。传统的新闻媒体依然是重要的渠道，但随着社交媒体和网络媒体的兴起，通过这些新媒体平台进行传播已经成为越来越重要的方式。翻译人员应该熟悉各种传媒渠道的特点和规则，合理选择和使用适合的传播方式，以提升新闻的覆盖面和影响力。 结语 在全球化时代，外语新闻翻译和跨国传播的重要性不断提升。本文介绍了一些外语新闻翻译和跨国传播的技巧和方法，包括准确理解新闻内容、适应目标受众和文化背景、保持语境的连贯性和连贯性、注重信息的精炼和准确性，以及扩大新闻传播的渠道和方式。希望这些内容能够对新闻翻译人员在实践中有所帮助，提升他们的翻译和传播能力。通过精准而有效的外语新闻翻译和跨国传播，我们可以更好地促进全球沟通和相互理解。
一、概述 新媒体产品在当今社会中扮演着越来越重要的角色，它们通过互联网 和移动通信技术，为用户提供了全新的信息获取、交流和娱乐方式。 然而，针对新媒体产品受众的研究仍然是一个热门话题，因为理解受 众的需求和行为对于新媒体产品的设计、推广和运营至关重要。本文 将梳理和分析关于新媒体产品受众的相关参考文献，旨在为研究者和 从业者提供参考和借鉴。 二、关于新媒体产品受众的现状调查 1. Smith, A. (2018). Understanding Digital News Audiences: The Implications for News Outlets. 在这篇研究中，作者通过调查和分析数字新闻受众的行为和需求，发 现了他们在不同评台上获取新闻信息的偏好、互动模式和付费意愿。 这对于新闻机构在推出数字产品和商业模式方面提供了有益的启示。 2. Wang, Y. (2019). Understanding Social Media Users: A Comprehensive Review. 作者通过总结各种研究，万钧社交媒体用户的特征、行为和心理状态，以及他们对于社交媒体评台和内容的期望和需求。这对于社交媒体评
台和品牌在用户体验和内容创作方面具有重要的指导意义。 三、新媒体产品受众需求分析 1. Kim, S. (2017). Understanding the Needs of Mobile Gaming Users. 这篇研究聚焦于移动游戏用户的需求和行为，发现了用户对于游戏品质、社交功能和付费模式的关键关注点，为游戏开发和运营提供了有益的启示。 2. Li, H. (2016). Understanding Video Streaming Audiences: Implications for OTT Platforms. 作者对于上线视瓶流媒体用户的需求进行了深入研究，发现了他们在内容选择、观看环境和付费意愿上的变化和偏好，从而为OTT（over-the-top）评台的运营和内容策略提供了重要的参考。 四、新媒体产品受众行为分析 1. Liu, J. (2018). Understanding Emerce Consumers: A Meta-Analysis.
互联网对舆论和政治的影响外文翻译文献(文档含英文原文和中文翻译)
译文: 传统在线资源和政治参与:一份关于互联网是如何改变政治环 境的评估 摘要： 研究一致表明,无论是在线和离线，新闻消费都与人际关系的讨论有积极的联系,包括政治参与。然而,新来源的角色信息可能被不同形式的政治参与考虑的很少。基于对皮尤互联网和美国生活项目的二次分析数据收集,本文对比了传统的信息来源对网络的影响与紧急来源(博客)对进一步政治讨论的预测,活动参与在线和离线域。结果表明,传统渠道网络的使用是积极相关的不同类型的政治参与,在线和离线。最有趣的是,这篇文章发现使用博客成为一个同样重要的在线预测政治参与领域。分析提供支持论点即维护互联网的民主潜力。 关键词:博客互联网政治参与政治 引言： 计算机中介通信的进步(CMC)继续滋长在社会科学和人文科学技术和社会变革的过程中的不断增加的争论,并增加社会互动的影响,技术的使用以及社区生活。 这样的争论已经被定义为乌托邦与反乌托邦双方间的较量,体现在互联网和它的一些应用程序尤其严重。 尽管最初担忧某些通信技术的可能性会增加社会隔离,因此，卡斯特(2001)指出,大部分的争论发生在互联网使用的早期阶段之前的广泛扩散技术,因此大多数的谣言没有以量的经验证据为基础。
根据许多证据显示,互联网使用必须加强对寻求信息和对社交能力的影响。最近的发现证实,某些网络的使用增加了公民参与和信任度,提高了志愿服务,增强了个人交互,并增加新闻消费。更有趣的是,似乎预示着信息革命和大量的信息通过并不仅仅基于传统在线新闻来源的迁移。通过一个相互联系的观点的出现时,也会出现个人日记,空间或博客,。始于1990年代中期,但真正获得了世纪之交后的牵引。 截至2004年,皮尤网络与美国生活项目估计,800万美国人创建了博客,3200万人阅读了博客(在不到一年的时间里增长了58%)。到2008年底,Technorati,一个博客搜索引擎,跟踪了全球1.33亿个博客,每天总计9000亿的帖子。 初步研究这个话题，特权博客形式的自我表达和自我表现。然而,博客越来越被描绘成社区论坛,政治机构在一个给定的政治网站和作为一个互动空间。 本研究旨在通过检查为现存的文献的评估博客的整体潜力作为前期的政治参与。本文提出,由于网络结构的功能是组成一个新的社会形态,修改关系,经济生产和政治力量,促进横向沟通,每个人都有可能参与公共领域,博客可能会影响民主进程。因此,博客本身可能作为一种替代的信息来源和政治行动组织,导致增加的政治参与。 尽管不是所有博客用户都会访问政治博客,而只有3%的博客文章在任何给定的时间可以划分为政治博客。博客的密集的互连,通常被称为博客圈,构成了公共空间的讨论，以及社交网络可以重塑或扩大信息可用性以及参与政治的动机。 鉴于这一点,本文的目的是评估博客使用在线博客和离线博客对政治参与的影响。依靠全国性调查收集的数据---2004年皮尤互联网和美国生活项目,我们对博客的影响进行了实证模型，并对网上政治讨论和网上活动,以及其他形式的参与做了解释,不管是在线或者离线。 博客 虽然博客没有公认的定义(汤普森,2003年),最初将他们定义为在线