2016金旗奖

2016年12月3日
2016年12月4日AM
2016年12月4日PM
2016年12月5-6日

Section 1: 2016年12月3日（周六）10:30-11:30

1A 公共关系的理论发展
关系.传播.网络：关于公共关系概念的理论命题陈先红
路径差异与取向区别：美日危机传播研究的中国映射与拓展来向武
中国大陆公共关系学观的演进杨晨
影响公众传播行为的情境因素：基于问题解决情境理论的视角李贞芳、方新子

1B 公共关系与媒体
定义公关：要素互动的公关模式范红
媒介治理：治理语境下战略传播的议题与机制胡远珍
"网红文化" 传播异化反思研究：媒介环境学的视角刘琴
求真、务实、为善：新媒体环境下组织公共关系实践伦理李颖异

1C 数码媒体与政治传播
从旧日理性到新时感性：移动互联网时代下的政治传播中的视觉修辞流变刘晶
语境智力与话语策略：美国公关外交的巧传播：以美国驻华大使官方微博
（2013-2015）为例贺建平、王一鸥
政务微博拟人化传播策略的效果测评及优化对策研究张放
表情包：作为"文化因数"的政治表达郗艺鹏、王紫薇

1D 公共事务与战略传播
传播机遇：新媒体环境中政府回应性的关键要素研究--以 P 区反烧事件为例张宁
官方媒体与民间受众的"话语断层"：基于斯诺登事件的媒体外交受众效果研究方若琳
利益方自我赋权的媒体策略及其社会影响：基于内陆核电争议中反方异见人士的考察
邓理峰
战略传播与中国食品安全风险交流许静

1E Public Relations Theory & Practice
Communication ethics in the new media environment McKie, David and Toledano, Margalit
Comparative Research in International Public Relations Scholarship: Current State of the Art and Directions for Future Research Volk, Sophia Charlotte
A Public Relations Practitioner's Engagement with Journalists – A Stakeholder Engagement Perspective Lee, Liane, Yip, Lislie and Tsui, Paul
Adaption and Recommendation: the Public Relations Management of UN in China Peng Zhang

1F Crisis Communication
Testing the Role of Situational Theory of Problem Solving in A University Crisis Poroli, Alessandro & Huang, Lei
Can corporate social responsibility (CSR) be a Corporate Crisis Insurance? Exploring the Role of Prior CSR Record, Crisis Incidence, and Motive Attribution Lyu, Joanne Chen
Factors Influencing Relational Outcomes in Mediatized Crises Hu, Yue
Contextual Factors and Crisis Attribution: Revisiting the concept of ―modifier‖ in Situational Crisis Communication Theory Zhao, Hui

1G Media and Society Do the Media
We Use Affect our Values: Evidence from the World Values Survey Huang, Qiongyao and Wang, Lina
"The Voice from the Party:"Party Media Discourse on Entertainment: A Text-Mining Analysis of People's Daily's Coverage of Reality Shows, 2005-2015 Zhang, Xinzhi
Who Wants to Be a Journalist?! Motivations for studying journalism in Kyrgyzstan Turdubaeva, Elira
The Issue of Media Reflection on Socio-Cultural Recognition and Global Change Solík, Martin and Višňovský, Ján

Section 2: 2016年12月3日（周六）11:30-12:30

2A 中国公众与公共关系/广告
幻影、行动与价值共创：公共关系对公众的想像胡百精、高歌
企业非伦理公共关系的社会互动机制李华君、窦聪颖
对我国网路公关发展历程的梳理及反思尚恒志、张合斌
基于说服知识理论的稀缺诉求广告说服力研究吴婷婷

2B 广告与行销战略
基于声誉机制的自媒体广告商业模式探析张慧子
社群·共创·共用：3.0时代的城市品牌行销战略：以"杭州体验"为例何春晖
网路寒暄传播对品牌关系生态建构的积极作用殷卉
消费者情绪状态对怀旧广告效果的调节作用邓靓琪

2C 变动的媒体
移动互联网时代传统媒体"移动化"转型路径及策略探究唐嘉仪
媒体融合与新闻生产流程再造：以"澎湃"为例吕楠、王海燕、科林·斯巴克斯、黄煜
从媒体融合到融合媒体：媒体的进路马燕妮、殷俊
社区媒体的结构性变化与传统媒体的转型反思任媛媛、王海涛

2D 从公信力到公共外交：政府组织的战略传播
跨文化传播中他者文化的理解与互动认知：
中国公众心目中的欧洲国家形象及其影响因素陈薇
想像的对手：比较视野中的中美国家形象及其跨文化解读张昆、张明新
警察公信力建设与评价孙娟、吴肖天
社会媒体上的澳门城市形象谭志强、叶静雯

2E Crisis Communication and Culture
Crisis Communication in China: A Social Constructionist Approach Zhao, Hui , Falkheimer, Jesper & Heide, Mats
Understanding Chinese Publics on Weibo in a Trans-Border Crisis: A Case Study of Chou Tzuyu’s Flag Incident Ji, Jingru , Zhou, Yanmengqian & Kim, Sora
Exploring Effect of Post-Crisis CSR on Reputation Restoration from the Public's Perspective: A Comparative Study of China and South Korea Oh, Hyun Jee , Chen, Yi-Ru Regina & Hung-Baesecke, Flora
Emotion also matters: A dual-factor model of crisis communication Lu, Yuanhang

2F Strategic Communication Effects
Is awareness a Good Indicator in Evaluating an Integrated Communication Campaign? Case Study of Brands in China Ng, Daniel
Strategic Communication to University Students on Money Management Chan, Kara & Yeung, Ngai Chi
Invention and Re-invention of the Social Label of "Garbage Teens": A Study of Youth Square's Public Service Advertisement in Hong Kong Ma, Lai Yee
Revisiting the Relationship between Public Relations and Marketing in the Digital Era Tong, Suk Chong & Chan, Fong Yee

Section 3: 2016年12月3日（周六）14:10-15:10

3A 战略传播与国家形象
中国国产电视剧的海外传播与国家形象建构初探管文娟
疏通渠道实现中国国家形象的对外立体传播王创业、张昆
媒体议程设置视域下中国国家形象的塑造与传播：以 APEC 会议为例陈小桃、李俊欣
现实问题与路径探寻：文化外交视野中的中国纪录片国际传播牛光夏

3B 战略品牌传播
电视节目置入性行销效果之研究：节目类型、置入手法暨置入位置之影响
赖建都、黎佩芬横琴品牌构建的幻想主题研究吴玫、赵晓健
投其所好还是强人所难：中国公众如何感知网路行为广告肖玉琴
乐活视角下的武汉赏花游品牌形象塑造与传播策略陶丽萍

3C 数位行销
奢侈品数位化行销模式：以Burberry为例吕维霞、陈健
电商类―网路红人‖的公共关系策略研究苏亚、吕宇翔
基于大资料的标志性体育赛事整合行销传播研究：
以―武汉网球公开赛‖为例汪蓓、万晓红
移动视频直播时代，品牌传播内容模式的重塑王佳炜、黄娟娟

3D 现代危机沟通
公共愤怒因素，政府回应及其风险沟通效果研究：以上海冒牌奶粉事件为例
张洁、苏幼真企业危机事件中危机类型和媒体类型对危机沟通的影响陈经超、项倩
社会热点事件传播中的新媒体责任：以―哈尔滨天价鱼‖事件为例徐明华、江南
重大突发事件爆发期新闻发佈会传播效果之惑：以天津港8·12爆炸事故为例于晶、刘培

3E Social Media & Political Communication
Dialogic Engagement, Trust in Government and their Effects on Political Participation in Chinese Society Huang, Yi-Hui Christine, Ao, Song, Ip, Chingyin&Lu Yuanhang
Social Media as Crisis Mobilizer in China-Hong Kong Dispute: Revisiting Crisis Communication in Online Confrontations against Profit-making Organizations Choy, Christine Hiu Ying
How Trust Mediates Social Networking Engagement to Electronic Word Of Mouth: Evidence from China Gong, He&Guadagno,Rosanna
Factors influencing public trust in local governments in environmental risks in China: Exploring the effects of media use, perceived dread, and perceived inequality Huang, Qing

3F Health Communication
Online Engagement in Health Fitness Learning:Exploring the Social Utility of Facebook for Health Communication Chi,Hsu-Hsien
A Qualitative Analysis of the Rumors Appeared after Public Health Crisis on Social Media Case Study of Rumors in WeChat Appeared after Shandong Vaccine Scandal in 2016 Wang,Yusa A formative research for designing evidence-based adherence promotion campaigns for patients on peritoneal dialysis Fung, Timothy K.F.,Ng, Yu Leung & Lam, Man Fai
Application of the Health Belief Model into the Debate about the Laser Eye Surgery on the Chinese Social Media Platform Zhong,Li
Who killed the two doctors? Public or media?the Chinese doctor-patient conflicts in social media Liu, Kangjie & Yu, Xiao

Section 4: 2016年12月3日（周六）15:10-16:10

4A 数位叙事与呈现
《西游记》的―西游记‖：传统中国神话叙事及其跨文化接受常江
以数位互动叙事探索 Instagram 轮播格式广告之呈现形式陈保年
台湾竞选主视觉风格之转变陈佩怡
中国静态新闻图表设计发展现状与趋势研究徐少林

4B 公共关系治理与伦理
社交媒体世代下公关公司组织机制的变革叶长海、徐嘉彦
企业公关决策者的德治追求与术治取向李华君、张婉宁
数位时代广告主行销公共关系研究报告杜国清、陈怡、李月月
公关公司从业者职业理念和职业认识测量研究王迪、张艺瑾、张隽韬

4C 公共关系与广告理论修正之探讨
―批评的物件‖与―批判的理论‖：公共关系批判研究的回望与展望刘晓程、秦冬雪
移动互联网广告用户採纳行为再定义：以微信公众号为例王婉婉
品牌理论研究：脉络与取向张景云、孙永波、张希
机会社群的情感能量与理性选择李惊雷

4D 社交媒体与社会行动
传媒事件的理论分析董天策、郭毅、梁辰曦、何旭
近十年中国网路媒介事件镜像及社会行动勾连张梅兰
―互联网+‖时代网路治理模式构建研究樊传果
中国抗争动员的理性与情感策略选择：基于十年133起抗争案例的
类型学分析(2007-2016) 郭小安

4E PR in China and Hong Kong
Business is Business? Stakeholders and Power Distributions in Guanxi-related Practices in the Chinese Public Relations Profession: A Comparative Study of Beijing and Hong Kong Wu, Fang , Chen, Zhuo & Cui, Di
Public Relations Changing Landscape in Hong Kong: 20 Years after the Handover Mak, Angela Ka Ying , Chen, Regina Yi-Ru , Oh, Hyun Jee & Tsang, Lennon
Social media in the frontline practices: Cases study and reflection in Hong Kong Zhang, Yin & Wu, Daniel
The impact of innovative customer relationship technologies on Hong Kong public relations industry Tsui, Tak Wing , Pang, Arron H. C. & Cheng, Jasmine W. F.

4F Being Social‖ as Strategic Communication
How Social Marketing Changes and Will Change Strategic Communication? Fu, Yujiao Strategic Public Relations Management in China Cen, Yue
Dealing with an Overdose of "PC" Discourse: Strategic Communication of Social Media Accounts in Political Crisis Ouyang, Chunxue
Public Relations Practiced by University Academic Staff – A Literature Review Tsang, Lennon

Section 5: 2016年12月3日（周六）16:30-17:30

5A 社交媒体与行为改变
智能手机使用对大学生生活方式的影响于婷婷、窦光华
数字社交媒体的信息表达：使用痕迹与行为改变李强
大陆―二次元御宅族‖传播策略研究：以世代分析的视角王嘉旖、吕宇翔

5B 战略传播与说服
精淮扶贫与国家形象李雪峰、何娜
企业跨国併购的报导框架分析与公关意涵：
以Microsoft 併购Nokia为例李雅琼、陈一香
社交媒体、政治态度与民意表达：
2016蔡英文正式尌职前后两岸媒体及线民关注比较研究李璐
以恐惧后缓和策略探讨募捐行为之效果刘濬嘉

5C 战略传播与国家(民族) 传播
欧盟对华战略传播：公共外交与公共认知张莉
情境式危机传播理论的中国本土实践：基于危机情境理论的我国体育明星兴奋剂危机分类与沟通策略探讨周榕
传统文化符号在中国国家形象塑造中的运用及其分析张弢
民族认同建构过程的媒介意涵：理论爬梳与新媒体时代的民族主义研究杨镓民

5D 健康战略传播
认知盈馀时代微信公众号与医疗公关：以―乳腺癌互助圈‖为例吴玉兰、刘菲凡、刘佳宇探索社交媒体对转基因食品消费行为的影响彭垒、郑炜杰
传播消除妇女乳癌疑虑的健康信念策略之研究：以台湾台安医院的医病沟通与宣传品传播沟通策略效果为例蔡美瑛、张立停、蔡尚达
新媒体环境中的健康素养与传播伦理：以―魏则西事件‖为例吕佩安

5E Media Effect and Strategic Communication
An Exploratory Analysis of the Congruence between Placement Context and Placed Product Attributes Chan, Fong Yee
What Hong Kong People are Complaining about Advertising? Fung, Maggie
Online as Warm and Offline as Competent: A Cross-Media Effect Analysis in China Chan, Terri H., Chen, Rocky Peng & Tse, Caleb H.
Exploring the Memory Network Change in Synergy: The Effect-based Concept Map Approach Chang, Yuhmiin

5F Nation/City Branding
Research on International Public Relations Practice of China's "Going Out" Enterprises -- From the Perspective of Relationship Ecology Liu, Pei
Parasocial Relationship with the U.S. Counsel General: Clifford BB Diplomacy in Hong Kong Tam, Lisa
From selling to marketing: Examining China’s international propaganda in a business behavior perspective Song, Jing
Fantasizing Macau Beyond a Gaming City: Symbolic Repertoires for City Branding Wu, Mei & Zhao, Ying

Section 6: 2016年12月4日（周日）10:40-11:40

6A 广告与社会
广告介入社会：以社会设计探讨 Solvertising 的社会参与曾钰捐
企业社会责任之形象、求职者组织认同感与求职意愿的关联性研究倪瑞阳
检验 Facebook 消费社群之社会影响：使用经验的调节效果陈映昀、萧丞杰
儿童广告伦理的分析框架的构建及验证性因素分析郑蓓

6B 战略危机处理
危机中的企业慈善公益对企业形象影响之研究赖正能
百度品牌危机回流模式的形成与解构：以―魏则西事件‖引发百度信任危机为例万晓红、馀娟娟
互联网搜寻引擎产业逻辑的负面性及应对措施探析：从魏则西事件谈起江澜
海外危机中的声音竞争：中国企业海外危机报导中的消息来源研究陈欧阳、翁书婧

6C 传媒体制与报导框架
戈巴契夫时期苏联传媒体制的变迁：从改革工具到―第四权力‖ 贾乐蓉
中西方受众权利观发展轨迹及特点比较分析陶薇、吴柳林
理析奥运报导的 10 个新维度李建新
自反恐不恐？香港《苹果》日报报导中国反恐法的动新闻框架分析王彦

6D (大)数据下的媒体研究
资料新闻视觉化批判研究苏状、霍伟
网路舆情研究中的大资料技术使用与问题余秀才、李青青
社交媒体传播模式及行销策略：微信互动之行销体验樊斐

6E Corporations and Leadership
Examining Network Effects and Impact of Topical Diversity on CEOs’ Social Influence on Twitter Huang, Lei & Yeo, Tien Ee
Corporate identity shaping through intertextual practices in corporate leaders' messages Ngai, Cindy Sing-Bik
Are they up to par? A current perspective among senior management executives of international public relations firms on how young Chinese PR professional perform Ng,Daniel
Developing CSR through Servant-Leadership Feldman, Alison

6F New Issues in Media Studies
When the Boundary Is Blurred: The Impact Of Native Advertising On The Credibility Of News Organizations Zhan, Yiqian
Reading Together, Profit Together? A Case Study of Media Convergence in China Li, Xiaoqin Lisa & Gong, Xiaojing Yvonne
How to Choose Foreign Questioners? A New Integrated Framework to Explain Premiers'Journalist-Selection Behavior at Press Conferences in Mainland China Wu,Feng
A Departure from the Two-Step Flow? Examining Influence in Twitter Bae, Young Soo

Section 8: 2016年12月5日（周一）

第三期战略传播与公共关系工作坊
09:00-09:20 Opening Remarks
09:30-10:30 (1) Trust and Credibility As Decisive “Mechanisms” and Target Dimensions of Public Relations Günter BENTELE, University of Leipzig, Germany
10:30-11:30 (2) Looking Back to Move Forward: Strategic Communication Past, Present and Future Carl BOTAN, George Mason University, USA

11:30-12:30 (3) Strategic Communication Research across Multiple Countries: Challenges and Opportunities of Comparative Studies Ansgar ZERFASS, University of Leipzig, Germany
12:30-14:00 Lunch 14:00-15:00 (4) This Workshop Needs You! Learn How to Prepare for Anything Together, to Grow the Value of Human Assets, and to Have Fun Creating Sustainable Successes David MCKIE, University of Waikato, New Zealand

15:00-16:00 (5) Crisis Communication As Strategic Communication W. Timothy. COOMBS, Texas A&M University, USA
16:00-16:20 Coffee Break
16:20-17:20 (6) Developing the Professionalism of Public Relations in the Chinese Culture Cheng-Neng LAI, Shih Hsin University, Taiwan
17:20-18:20 The Editors’ Panel
18:30-20:00 Dinner

Section 9: 2016年12月6日（周二）

第三期战略传播与公共关系工作坊
09:30-10:30 (7) Identity Matters in Public Relations: The Past, Present and Future of a Program of Research Bey-Ling SHA, San Diego State University, USA
10:30-11:30 (8) Native Advertising: Global Research, Practice and Implications Katerina TSETSURA, University of Oklahoma, USA

11:45-12:45 Special Panel: Cannes PR Lions and Its Implications for PR Practices and Education
12:30-14:00 Lunch
14:00-15:00 (9) Research in Strategic Communication Don W. STACKS, University of Miami, USA

15:00-16:00 (10) Health Literacy and Information Behavior among the Chinese Migrant Workers Ni CHEN, University of Macau, Macau
16:00-16:30 Closing Ceremony