会展经济与管理新媒体营销中英文对照外文翻译文献

中英文对照外文翻译(文档含英文原文和中文翻译)原文:SocialNetworksandtheMassMediaAdaptedfrom:AmericanPoliticalScienceReview,2013,107Socialnetworkinghasbecomeaneverydaypartofmanypeoples’livesasevidencedbythehugeusercommunitiesthatarepartofsuchnetworks.Facebook,forinstance,waslaunchedinFebruary2004byHarvardundergraduatestudentsasanalternativetothetraditionalstudentdirectory.IntendedtocoverinteractionbetweenstudentsatUniversities–Facebookenablesindividualstoencourageotherstojointhenetworkthroughpersonalizedinvitations,friendsuggestionsandcreationofspecialistgroups.TodayFacebookhasamuchwidertakeupthanjuststudentsatUniversities.Facebooknowfacilitatesinteractionbetweenpeoplebyenablingsharingofcommoninterests,videos,photos,etc.Sharing,Somesocialnetworkpopulationsexceedthatoflargecountries,forexampleFacebookhasover350millionactiveusers.Socialnetworksprovideaplatformtofacilitatecommunicationandsharingbetweenusers,inanattempttomodelrealworldrelationships.Socialnetworkinghasnowalsoextendedbeyondcommunicationbetweenfriends;forinstance,thereareamultitudeofintegratedapplicationsthatarenowmadeavailablebycompanies,andsomeorganizationsusesuchapplications,suchasFacebookConnecttoauthenticateusers,i.e.theyutilizeauser’sFacebookcredentialsratherthanrequiringtheirowncredentials(forexampletheCalgaryAirportauthorityinCanadausesFacebookConnecttograntaccesstotheirWiFinetwork).Thisabilitytocombineathirdpartyapplication(includingitslocaldata)toauthenticateusersdemonstratestheservice-orientedapproachtoapplicationdevelopment.Bytappingintoanalreadyestablishedcommunityaroundaparticularsocialnetworkingplatform,itbecomesunnecessarytorequireuserstoregisterwithanothersystem.ThestructureofaSocialNetworkisessentiallytheformationofadynamicvirtualcommunitywithinherenttrustrelationshipsbetweenfriends.(Szmiginetal.,2006)identifyhow“relationshipmarketing”(identifiedasreferringtoallmarketingactivitiesdirectedtowardsestablishing,developingandmaintainingsuccessfulrelationalexchanges)canbefacilitatedthroughthecreationofon-linecommunities.Theydiscusshowon-linecommunitiescanbeusedtofacilitateinteractionandbondingbetweenconsumerandsuppliers,intermediatepartiesandspecificbrands.Similarly,(Shangetal.,2006)discusshowbrandloyaltycanbeachievedthroughvarioustypesofparticipationwithinanon-linecommunity(focusingspecificallyonthe–avirtualcommunityofAppleusersinTaiwan).Theydiscussthemotivationforindividualstopromotecertainproductsduringon-linediscussions(activeparticipants)andforotherstoremainaslurkers(passiveparticipants).Thestudyparticularlyfocusesontheincentivesforparticipantstocontributetoanon-linecommunity,basedontheperceptionofauseraboutthedegreeofrelevancetowardsanobjectthatisbeingdiscussed–focusingonbothcognitive(basedonutilitarianmotive–concerninganindividual’sconcernwiththecostandbenefitoftheproductorservice)andaffective(avalue-expressivemotive,referringtoanindividual’sinterestinenhancingself-esteemorself-conception,andinprojectinghis/herdesiredself-imagetotheoutsideworldthroughtheproductorservice).Itisalsousefultounderstand,forinstance,howsuchtrustrelationshipscouldbeusedasafoundationforresource(information,hardware,services)sharing.Cloudenvironmentsaretypicallyfocusedonprovidinglowlevelabstractionsofcomputationorstorage.Usingthisapproach,auserisabletoaccess(onashortterm/rentalbasis)capacitythatisownedbyanotherpersonorbusiness(generallyoveracomputernetwork).Inthisway,auserisabletooutsourcetheircomputingrequirementstoanexternalprovider–limitingtheirexposuretocostassociatedwithsystemsmanagementandenergyuse.ComputationandStorageCloudsarecomplementaryandactasbuildingblocksfromwhichapplicationscanbeconstructed–usingatechniquereferredtoas“mash-ups”.StorageCloudsaregainingpopularityasawaytoextendthecapabilitiesofstorage-limiteddevicessuchasphonesandothermobiledevices.TherearealsoamultitudeofcommercialCloudproviderssuchasAmazonEC2/S3,GoogleAppEngine,MicrosoftAzureandalsomanysmallerscaleopencloudslikeNimbus(Keaheyetal.,2005)andEucalyptus(Nurmietal.,2009).ASocialCloud(Chardetal.,2010),ontheotherhand,isascalablecomputingmodelinwhichvirtualizedresourcescontributedbyusersaredynamicallyprovisionedamongstagroupoffriends.Compensationforuseisoptionalasusersmaywishtoshareresourceswithoutpayment,andratherutilizeareciprocalcredit(orbarter)basedmodel(Andradeetal.,2010).InbothcasesguaranteesareofferedthroughcustomizedServiceLevelAgreements(SLAs).Inasense,thismodelissimilartoaVolunteercomputingapproach,inthatfriendsshareresourcesamongsteachotherforlittletonogain.However,unlikeVolunteermodelsthereisinherentaccountabilitythroughexistingfriendrelationships.Thereareanumberofadvantagesgainedbyleveragingsocialnetworkingplatforms,inparticularonecangainaccesstohugeusercommunities,canexploitexistingusermanagementfunctionality,andrelyonpre-establishedtrustformedthroughexistinguserrelationships.TheauthorthanksJasonBarabas,JonBendor,TedCarmines,JamieDruckman,JohnFreeman,MattGolder,SonaGolder,BobJackson,JennJerit,KrisKanthak,?zgeKemahlioglu,CharlotteLee,ValerieMartinez-Ebers,AdamMeirowitz,ScottMcClurg,WillMoore,ChrisReenock,JohnRyan,JohnScholz,JakeShapiro,AnandSokhey,JeffStaton,JimStimson,CraigVolden,JonWoon,fourveryhelpfulanonymousreviewers,andaudiencesinthePoliticalEconomicsgroupattheStanfordGSB,PoliticalSciencedepartmentsatFSU,GWU,Minnesota,Pittsburgh,andStonyBrook,andtheFrankBattenSchoolofLeadershipandPublicPolicyatUVa.Anyerrorsaremyown.Tobegintoanswerthisquestion,Idevelopanoveltheoryofaggregateopinionandbehavior.Thetheoryconsidersaheterogeneouspopulationofindividualswhomustchoosebetweendichotomousoptions.Itincorporatestheinteractionofsocialnetworkandmassmediainfluencesattheindividuallevel;itskeyassumptionisthatthemoreotherschooseanoption,themoreoneisapttodosoaswell.Inthetheory,socialnetworksprovideinformationaboutthechoicesofthosetowhomoneisdirectlyconnected,whilethemassmediaprovide(potentiallybiased)informationaboutaggregatechoice.Thetheorythusappliesto,forexample,voterturnoutandpoliticalparticipation(e.g.,Gerber,Green,andLarimer2008;LakeandHuckfeldt1998;Leighley1990;McClurg2003;Rolfe2012),opinionformation(e.g.,Becketal.2002;DruckmanandNelson2003;HuckfeldtandSprague1995),protestsandsocialmovements(e.g.,Kuran1991;McAdam1986),andvotechoice(e.g.,Beck2002;HuckfeldtandSprague1995;Ryan2011;Sinclair2012;SokheyandMcClurg2012).Threemajorresultsfollowfromthistheory.Allholdbothwhenindividualstreatmediaidenticallyandwhentheyselectintomediainlinewiththeirpreferences.First,understandingtheaggregateeffectofthemediagenerallyrequiresconsideringsocialnetworks,becausesocialnetworkstructureconditionsmedia'simpact.Forexample,additionalweaktiesbetweendisparatesocialgroupscanreducethemedia'simpact,andthepresenceofunifiedsocialelitescaneliminatethemedia'simpactentirelyintheaggregate.Empiricalstudiesofmediaimpactthatfailtoconsidermedia'sinteractionwithsocialnetworksriskbias.Second,socialnetworkscanamplifytheeffectofmediabias.Abiasedmediaoutletthatsystematicallyunder-orover-reportsapollofthepopulationbyaonlyafewpercentagepointscaninsomecasesswingaggregatebehavior(e.g.,turnoutorvoteshare)byover20%ineitherdirectionduetopositivefeedbackwithinthenetwork.Openadvocatesinthemediacanhaveayetlargerimpactevenwhennotcomparativelyinfluential.Unifiedsocialeliteslimittheeffectofmediabias,butcannotfullycounteranadvocate;selectionintomedia,madeevereasierwithtechnologicalimprovements,tendstoenhancetheeffectofbias.Weshouldthereforeexpectmediabiastobecomeincreasinglyimportanttoaggregatebehavior.ANINDIVIDUAL-LEVELTHEORYOFAGGREGATEBEHAVIORThoughIpresentatheoryofaggregatebehavior,itisbasedonindividual-levelassumptionsinformedbywhatweknowaboutthewaypersonalcharacteristics,socialnetworks,andmassmediaoutletsaffectindividualbehavior.Duetothis,thetheorycanexploretheeffectthatinteractionsbetweenthesethreefactorshaveonaggregatebehavior.Asimportantly,thetheoryincorporatesempiricallyrealisticheterogeneityacrosspeopleinallthreefactors.Additionally,peopleareexposedtoindividuals,groups,andorganizationsexternaltoone'snetwork,suchasmassmediaoutlets,statepropaganda,nationalpartyleaders,NGOs,andInternetpersonalities.Theseoutletscanprovideinformation,increasingpoliticalknowledge.Asthissmallsamplingoflargeliteraturesindicates,individuals'decisionsareinfluencedbytheinformationtheyobtainviabothlocalsocialnetworksandglobalmediaoutlets.However,comparativelylittlescholarshiphasexploredthethree-wayinteractionofpersonalcharacteristics,socialnetworks,andmediaInthesecondtypeofbias,whichIcalladvocacy,themediaoutletsimplystatesapreferenceforoneoftheoptions,providingnoinformationaboutaggregatesupport.Thegoalinadvocacyistoswaythepopulationtowardoneortheotheroption.Asbefore,manygoalscouldunderlieadvocacybeyondjustthesupportofabiasedmediaoutlet'spreferences.Advocacyrepresentstheeditorialpowerofthemediaortheinfluenceofanexternalactor;itisa"one-message"model(Zaller1992).Ifocusmyanalysisinallthreesectionsonthecaseinwhichoneofthetwooptionsisthestatusquo,andallindividualsbeginsupportingit.Forpoliticalparticipationandsocialmovements,thestatusquoisnotparticipating.Foropinionformationandvotechoice,thestatusquoisanexistingoptionsuchasapolicyinplaceoranincumbentpolitician,ascontrastedwithanalternativesuchasanewlyproposedpolicyorachallengingpolitician.ForsimplicityIsubsequentlycallparticipationtheoptionthatisnotthestatusquo;thisshouldbereadas"participationinsupportof"theoptionthatisnotthestatusquoincontextsotherthanpoliticalparticipationorsocialmovements.InmyanalysisIsimultaneouslyvarymediastrength,networkproperties,mediabias,and,fortwooutlets,thestrengthoftheLoutlet.ThoughIkeepmyanalysistotwobiasedoutlets,itcaneasilybeextendedtomultiplebiasedoutletswiththeadditionofparametersdictatingtheirrelativestrengths.

二、译文社交网络和大众传媒社交网络已经成为许多人每天生活的一部分，即证明了这种网络庞大的用户群体。例如,由哈佛大学毕业生于2004年2月创作的Facebook是作为替代传统学生名录的方式存在的。目的在于覆盖大学-Facebook，使学生个体之间形成互动,鼓励他人通过个性化的邀请、朋友建议和成立专业小组加入网络社交中。今天的Facebook已变得更加广泛而更不仅仅是在大学生中。现在，Facebook可以通过共同兴趣,视频,照片的分享来促进人们之间的互动,一些社会网络人数超过一个大国的人数,例如，Facebook有超过3.5亿的活跃用户。社交网络提供的这个平台能促进用户之间的交流和共享,并试图塑造一个现实世界关系。当前的社交网络也已不再只是朋友与朋友之间的交流沟通;例如,由公司提供的大量的集成应用程序，现在一些组织正使用这些应用程序,比如Facebook对用户进行身份验证,即他们利用用户的Facebook验证身份,而不需要自己的认证信息(例如加拿大卡尔加里机场当局使用Facebook验证身份并授予访问无线网络)。这种联合第三方应用程序的能力(包括其本地数据)对用户进行身份验证说明，服务为导向类似于应用开发。通过利用已经建立的特定的社交网络平台,要求用户注册另一个系统就变得非常必要了。社交网络，其结构在本质上是一个通过与固有的朋友之间的信任关系形成的动态的虚拟社区。斯米登等人于2006确定了如何进行“关系营销”(指所有的营销活动都指向建立、开发和维护一个成功的互相沟通交流关系)，这可以通过在线社区来实现。他们讨论如何使用在线社区促进消费者和供应商之间的互动和联系，中间派和特定的品牌。同样，(商扥人2006)讨论如何通过各种类型的在线社区参与，实现客户对品牌的忠诚度。（完整译文请到百度文库）他们讨论某些人主动在网上对某些产品进行讨论，促进产品的销售，他们是活跃的参与者，还有一种是在社交网络里担任潜水者，他们是被动参与者。这方面的研究，会特别关注那些在线社区的参与者，对用户的感知程度的相关性进行讨论——关注彼此的认知和情感。这对于理解也是非常有用的,例如,如何使这种信任关系成为资源共享的基础(信息、硬件、服务)。云环境通常专注于提供低层次抽象的计算或存储。使用这种方法,用户可以使用(在短期内/租赁的基础上)属于别人或商业(通常在一个计算机网络)的技能。通过这种方式,用户可以把计算需求外包给外部提供者——限制他