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1、本科毕业设计（论文）外文翻译原文：ContentanalysisofcorporateblogsasarelationshipmanagementtoolBlogsareoneofthenewestformsofonlinecommunicationwhichpublicrelations(PR)practitionershavebeguntoexploreasatoolforcorporatecommunications(Hill,2004;Kent,2008;Porteretal.,2007;Smudde,2005).Severalbusinesstradem
2、agazineshavenoticedthenewemergingphenomenon.Forexample,inMay,BusinessWeek(2005)publishedaspecialreportaboutcorporateblogsunderthetitle“Blogwillchangeyourbusiness,”showingafewsuccessfulcorporateblogcasesincludingblogsbyGMandStonyfieldFarm.AsMarken(2005)argued,blogshavethepotentialtobea
3、neffectiveandefficientcorporatecommunicationtoolbecauseoftheuniquecharacteristicsfacilitatingbothone-andtwo-waycommunication,andbothmassandinterpersonalcommunication.Therefore,itisarguedthatblogsofferauniquechannelforacorporationtodirectlycommunicatewithitspublicsinanintimatewaythatre
4、semblesinterpersonalcommunication,whilereachingouttothemassaudience(KelleherandMiller,2006).Manyresearchershavesuggestedthatrelationshipmanagementstrategiesusedbetweenanorganizationanditspublicsareverysimilartothosebetweenintimatepersons(GrunigandHuang,2000).Basedonthisnotion,PRcampai
5、gnsoftenadoptrelationshipmanagementstrategiesusedininterpersonalrelationships,suchaskeepingincontactwitheachother,communicatingopenly,orshowingcommitments.Owingtotheuniquenatureofblogcommunication–havingcharacteristicsofbothinterpersonalandmasscommunication–someviewblogsasanidealmediu
6、mforPRcampaigns(Marken,2005;Smudde,2005).Followingthegrowinginterestsinandadoptionofcorporateblogginginrecentyears,researchershavebegunpayingattentiontothisuniquephenomenon(LeeandTrimi,2008).Afewexistingstudieshavediscussedpotentialrisksandbenefitsofcorporateblogs(Coxetal.,2008),exami
7、neddifferenttypesofcorporateblogsandbloggingstrategies(Leeetal.,2006),andanalyzedcontentanddesignfeatures(Leeetal.,2008).Althoughtheserecentstudiesoffervaluableinsightsandusefulguidanceforfutureresearch,manyquestionsremainunansweredregardinghowcorporateblogshaveevolvedasacorporatecomm
8、unica
