Title

運動組織之網路媒體關係

DOI

10.6223/qcpe.2204.200812.1715

Authors

林怡秀;陳成業

Key Words

網路媒體關係 ; 網路對話迴路理論 ; 運動媒體

PublicationName

中華體育季刊

Volume or Term/Year and Month of Publication

22卷4期(2008 / 12 / 01)

Page #

125 - 133

Content Language

繁體中文

Chinese Abstract

學者認爲跟隨著新興網路科技的進步與流行,例如部落格(blogs)、維基協作系統(wikis)和網路新聞資訊網(Really Simple Syndication, RSS),網路將持續成爲企業組織對社會大眾分享企業想法和資訊的工具,意即網際網路正迅速地改變人們的溝通環境,而企業組織的公共關係人員亦應體認到網路公共關係的重要性。具體的來說,就媒體關係而言,網路已改變了企業組織與媒體之間的溝通方式,也影響傳統媒體運作方式。尤其對運動組織而言,媒體是運動組織很重要的外部公眾;運動組織與媒體之間的關係尤其相輔相成,因此,透過網路與媒體建立良好關係將成爲未來的趨勢。然而,不論國內外之研究皆發現,企業或運動組織針對建立媒體關係而建置的網站內容卻大量不足,本文旨在透過文獻分析,探討媒體網路關係理論,並建議運動組織如何結合網路特質與媒體進行有效的溝通,以建立良好的媒體關係,使媒體關係與新科技相輔相成,成爲運動組織經營的策略性工具。

Topic Category 社會科學 > 體育學
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Times Cited
  1. 林怡秀(2009)。網路新科技在運動組織公共關係之應用。中華體育季刊,23(2),148-159。
  2. 林怡秀(2009)。職業運動組織網路公共關係之研究—以中華職棒聯盟為例。運動休閒管理學報,6(2),1-19。