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1、新媒体微博营销外文文献翻译(含：英文原文及中文译文)文献出处：XifraJ,HuertasA.BloggingPR:Anexploratoryanalysisofpublicrelationsweblogs[J].PublicRelationsReview,2008,34(3):269-275.英文原文BloggingPR:AnexploratoryanalysisofpublicrelationsweblogsXifraJ,HuertasAAbstractAlthoughthereareevermoreweblogsontheInternet,thisis
2、anareathathasbeenlittleresearchedinpublicrelations,andwheretheyhavebeenanalyzedithasbeenasatoolforcommunicationratherthanaprimaryinformationsourceinthepublicrelationsbodyofknowledge.Thispaperprovidesanexploratorystudyofthestructureandcontentof67blogsonpublicrelationstodeterminewhat
3、issuestheydealwithandwhethertheyareatoolforthetheoreticaldevelopmentofthefield.Inadditiontotheircontentwehavelookedatthestructure,usabilityandinteractivityoftheblogs.Keywords:Weblog,Publicrelations,Interactivity,Usability1.IntroductionBlogsareseenbysomeauthorsasmajortoolsforonlinec
4、ommunication,whereasbyotherstheyarelittlemorethanexperts’opinionsonagivenissue(Herrera&Celaya,2006).Theyaresucharecentmedium(beginningin1996)thattheconceptremainscontroversialandarguable(Barton,2005).Inanyeventtheirpersuasiveandinformativefunctionisofgreatrelevanceastheycanobtainop
5、inionleadershipwithahugeinfluenceoverpublicopinion.InthissenseSweetserandMetzgar(2007)havedemonstratedthatincrisissituations,peoplewhoreadpersonalblogshavealowerperceptionofcrisisforanorganization.Theriseofblogsseemstobeunbridledanditisaphenomenonthatisoccurringinallknowledgefields(J
6、enkins,2006).Therearecurrentlyover60millionblogsinexistenceand75,000newoneseachday(Cohen&Krishnamurthy,2006).Morethan14millionpeopleworldwidekeepapersonaldiaryontheInternetandafurther100million(onethirdoftheactiveWebuniverse)readblogshabitually(Gordillo,2007).Everysixmonthstheblogo
7、spherepopulationdoubles,anditistodaysixtytimesgreaterthanthreeyearsago.Nocommunicationmediumhaseverburgeonedsorapidly.Weblogwritersproduce700,000to1.3millionarticleseveryday—almostoneasecond(Gordillo,2007).Sincetheirarrivalblogshavebeenchanging,ashavetheirsocialperception,objective
8、sandcultural,economic,poli
