在传播沟通中确立品牌价值

品牌资产是现代企业最宝贵的资产。品牌价值体现在与消费者的双向沟通上。塑造品牌的关键是建立和不断强化产品与消费者的关系,培养品牌忠诚的消费者。整合营销是品牌经营的有效手段,实施企业品牌战略是品牌经营的关键。     

沟通:实现人性化执法的有效保障

执法手段由粗暴走向人性化,是执法指导思想和执法理念的重要转变,是建设法治国家不可缺少的要素,也是社会进步的标志。但是,在当前人性化执法中出现了一些冲突甚至暴力袭击执法人员的事件,这应当引起我们的重视。从原因上分析,不但有执法对象的因素,也有执法人员自身的因素,还有其他社会因素。其中,政府及其执法人员与执法对象之间缺乏相互了解和沟通,是人性化执法遭遇障碍的一个深层原因。只有增进执法人员与执法对象之间的相互沟通,才能有效保障人性化执法的良性运作。     

From newspapers to social media? Changing dynamics in Swiss direct democratic campaigns

Switzerland is a laggard in terms of digital campaigning. Direct democratic votes, more particularly, are centered around issues and little personalized. Combined with the specificities of voters’ information behaviour in direct democratic campaigns, these features are likely to disincentivize political actors from extensively campaigning online. Instead, we expect political actors to continue relying on traditional media. These propositions are tested on a large data base of social media posts and newspaper advertisements published before direct democratic votes held in Switzerland from 1981 to 2020 and 2010 to 2020, respectively. Counterintuitively, this research note finds a strong discontinuity in campaign communication practices. Over the past decades, and between 2010 and 2020 in particular, newspaper ads have become less central to direct democratic campaign communication. At the same time, political actors are increasingly shifting their communication to the digital sphere.     

论我国西部旅游产业的市场化发展

我国旅游资源分布的一个最大特点就是经济相对落后的西部地区聚集了极丰富的高品味旅游资源,甚至于还是世界顶尖级的旅游资源。通过开发旅游资源形成旅游产品,变资源优势为产品优势、产业优势和经济优势,促进西部特别是西部少数民族地区脱贫致富,逐步缩小东西部经济差距。     

Facing the future: young people's awareness of the 2001 British general election advertising campaigns

This paper presents findings from a national survey of ‘potential’ first time voters at the 2001 British general election. It investigates these young people's awareness of the advertising used by the main political parties during this election. Overall what emerges is a young electorate aware of the advertising, who were interested in the election itself and nearly half of whom say they voted in it. Consequently the findings reject the notion that young people are generically unaware of and disinterested in party political messages. In addition the findings indicate that the political parties' print advertisements—to some degree—are penetrating the first layer of young people's message processing, suggesting they are a useful aid in capturing the youth vote. Copyright © 2003 Henry Stewart Publications     

Mapping the production of political communications: a model to assist in understanding the relationships between the production and consumption of political messages

High public interest today in political communications such as ‘spin’ and in political participation such as electoral turnout suggests that there may be value in exploring the processes by which political messages are produced and consumed, and their inter‐relationship with participation. It may be that what citizen‐voters think of message production influences how they consume political news and publicity (through observing and evaluating), and that the propensity to political participation is subsequently affected. This paper offers a model which traces the production of political communications, starting at their origins in the political class, and flowing via traditional political journalism or controlled media and new media to citizen‐voters who both observe and evaluate them (ie consume them) before, during and after making any political choices. It is hypothesised that the observation and evaluation of message production and content by political consumers influences both their types and levels of participation. Research of this nature into political organisations is relatively rare. Similarly, there is little evidence of investigations into other aspects highlighted in the model: attitudes of the political class towards political communications, the production of political communications before they reach the media and how they are received by the media, and their consumption by citizen‐voters in relation to the propensity to participate in politics. Copyright © 2003 Henry Stewart Publications     

使用原版教材教学的几点体会

使用原版教材教学是高等学校教学改革的重要手段。使用原版教材教学的课程设置和教材选择应符合学科发展的需要和教师、学生的实际能力。在教学实践中,应充分利用原版教材配有的教学辅助材料,改革现行的教学方式和教学方法。通过加强对教师的培养力度,逐步提高学生的英语基础和接受能力,由点到面地推广原版教材教学。     

新民主主义革命时期党群沟通机制有效运行的原因及启示

新民主主义革命时期中国共产党准确地把握社会形势,成功地宣传了党的方针政策,唤醒了民众的革命觉悟,有效地整合了各种社会资源,推动了新民主主义革命的胜利。研究新民主主义革命时期党群沟通的有效运行机制,对新时期进一步改善党群关系,加强党的建设具有重要的指导意义。     

浅析突发事件处理中政府与媒体的沟通策略

在突发事件的处理过程中，政府部门能否成功与媒体沟通、把握舆论导向已经成为决定突发事件处理效果的关键因素。因此在突发事件的处理中，政府应该要掌握与媒体沟通的各种策略。主要体现为政府与媒体沟通中的信息掌控策略——主动提供；政府与媒体沟通中的信息处理策略——真实有效；政府与媒体沟通中的信息发布策略——及时渐进；政府与媒体沟通中的信息提供策略——口径一致；政府与媒体沟通中的信息表达策略——有人情味；政府与媒体沟通中的信息选择策略——勇于担当。