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1、BloggingPR:AnexploratoryanalysisofpublicrelationsweblogsKeywords:WeblogPublicrelationsInteractivityUsabilityAbstract：AlthoughthereareevermoreweblogsontheInternet,thisisanareathathasbeenlittleresearchedinpublicrelations,andwheretheyhavebeenanalyzedithasbeenasatoolforcommunicationra
2、therthanaprimaryinformationsourceinthepublicrelationsbodyofknowledge.Thispaperprovidesanexploratorystudyofthestructureandcontentof67blogsonpublicrelationstodeterminewhatissuestheydealwithandwhethertheyareatoolforthetheoreticaldevelopmentofthefield.Inadditiontotheircontentwehavelook
3、edatthestructure,usabilityandinteractivityoftheblogs.1.IntroductionBlogsareseenbysomeauthorsasmajortoolsforonlinecommunication,whereasbyotherstheyarelittlemorethanexperts’opinionsonagivenissue(Herrera&Celaya,2006).Theyaresucharecentmedium(beginningin1996)thattheconceptremainscontr
4、oversialandarguable(Barton,2005).Inanyeventtheirpersuasiveandinformativefunctionisofgreatrelevanceastheycanobtainopinionleadershipwithahugeinfluenceoverpublicopinion.InthissenseSweetserandMetzgar(2007)havedemonstratedthatincrisissituations,peoplewhoreadpersonalblogshavealowerpercep
5、tionofcrisisforanorganization.Theriseofblogsseemstobeunbridledanditisaphenomenonthatisoccurringinallknowledgefields(Jenkins,2006).Therearecurrentlyover60millionblogsinexistenceand75,000newoneseachday(Cohen&Krishnamurthy,2006).Morethan14millionpeopleworldwidekeepapersonaldiaryontheI
6、nternetandafurther100million(onethirdoftheactiveWebuniverse)readblogshabitually(Gordillo,2007).Everysixmonthstheblogospherepopulationdoubles,anditistodaysixtytimesgreaterthanthreeyearsago.Nocommunicationmediumhaseverburgeonedsorapidly.Weblogwritersproduce700,000to1.3millionarticle
7、severyday—almostoneasecond(Gordillo,2007).Sincetheirarrivalblogshavebeenchanging,ashavetheirsocialperception,objectivesandcultural,economic,politicalandmediaimpact(Yang,2007).Weblogshavediversifiedandaredevelopinginsuchdiversespheresaseducation,business,politics,journalismandpublic
8、relations.AccordingtoHallett(2005
