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استخدام الانترنت في العلاقات العامة وتأثيره على الممارسات: وجهة نظر نيوزيلندا - مكتبتك

التفاصيل

استخدام الانترنت في العلاقات العامة وتأثيره على الممارسات: وجهة نظر نيوزيلندا

استخدام الانترنت في العلاقات العامة وتأثيره على الممارسات: وجهة نظر نيوزيلندا

  • القسم:
    رسالة ماجستير غير منشورة
  • نوع المحتوى:
    مراجع أجنبيــة
  • حالة النص:
    كامــــل
  • عدد الصفحات:
    157
  • سنة النشر:
    2010
  • تحميل:

"استخدام الانترنت في العلاقات العامة وتأثيره على الممارسات: وجهة نظر نيوزيلندا"

تستكشف الورقة استخدام أدوات الإنترنت المختلفة في العلاقات العامة في نيوزيلندا وتأثيرها على المهارات والتعدي والتوازن بين الجنسين والأخلاق.

أظهر استخدام أدوات الإنترنت في ممارسة العلاقات العامة في نيوزيلندا اختلافات كبيرة من حيث التطبيق والتأثير. يؤثر مجال عمل الممارسين وخبرتهم ومعرفتهم بالإنترنت والبيئة التنظيمية التي يعملون فيها على استخدام وتطبيق الأدوات عبر الإنترنت [1]. أدت استراتيجية الحملة الرقمية لتحالف الإنترنت MANA خلال الانتخابات العامة النيوزيلندية 2014، والتي هدفت إلى تحويل السياسة من خلال الاستراتيجيات الرقمية، إلى هزيمة انتخابية كارثية. يشير هذا إلى أن استراتيجيات الإعلام عبر الإنترنت وحدها لا يمكنها تفسير نتائج الانتخابات وأنه يجب النظر في التفاعل مع النظام الانتخابي ووسائل الإعلام الرئيسية و «العلامات التجارية» السياسية [2]. أصبح استخدام أدوات العلاقات العامة عبر الإنترنت، وخاصة وسائل التواصل الاجتماعي، جزءًا لا يتجزأ من التواصل التنظيمي، حيث يوفر منصات للوصول إلى الجمهور وزيادة حضور المنظمة عبر الإنترنت. ومع ذلك، هناك حاجة إلى بيانات تجريبية حول كيفية استخدام ممارسي العلاقات العامة لوسائل التواصل الاجتماعي وتأثيرها على ممارسات العلاقات العامة [3].

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