會(huì)展經(jīng)濟(jì)與管理新媒體營(yíng)銷中英文對(duì)照外文翻譯文獻(xiàn)

中英文對(duì)照外文翻譯(文檔含英文原文和中文翻譯)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、譯文社交網(wǎng)絡(luò)和大眾傳媒社交網(wǎng)絡(luò)已經(jīng)成為許多人每天生活的一部分，即證明了這種網(wǎng)絡(luò)龐大的用戶群體。例如,由哈佛大學(xué)畢業(yè)生于2004年2月創(chuàng)作的Facebook是作為替代傳統(tǒng)學(xué)生名錄的方式存在的。目的在于覆蓋大學(xué)-Facebook，使學(xué)生個(gè)體之間形成互動(dòng),鼓勵(lì)他人通過(guò)個(gè)性化的邀請(qǐng)、朋友建議和成立專業(yè)小組加入網(wǎng)絡(luò)社交中。今天的Facebook已變得更加廣泛而更不僅僅是在大學(xué)生中?，F(xiàn)在，F(xiàn)acebook可以通過(guò)共同興趣,視頻,照片的分享來(lái)促進(jìn)人們之間的互動(dòng),一些社會(huì)網(wǎng)絡(luò)人數(shù)超過(guò)一個(gè)大國(guó)的人數(shù),例如，F(xiàn)acebook有超過(guò)3.5億的活躍用戶。社交網(wǎng)絡(luò)提供的這個(gè)平臺(tái)能促進(jìn)用戶之間的交流和共享,并試圖塑造一個(gè)現(xiàn)實(shí)世界關(guān)系。當(dāng)前的社交網(wǎng)絡(luò)也已不再只是朋友與朋友之間的交流溝通;例如,由公司提供的大量的集成應(yīng)用程序，現(xiàn)在一些組織正使用這些應(yīng)用程序,比如Facebook對(duì)用戶進(jìn)行身份驗(yàn)證,即他們利用用戶的Facebook驗(yàn)證身份,而不需要自己的認(rèn)證信息(例如加拿大卡爾加里機(jī)場(chǎng)當(dāng)局使用Facebook驗(yàn)證身份并授予訪問(wèn)無(wú)線網(wǎng)絡(luò))。這種聯(lián)合第三方應(yīng)用程序的能力(包括其本地?cái)?shù)據(jù))對(duì)用戶進(jìn)行身份驗(yàn)證說(shuō)明，服務(wù)為導(dǎo)向類似于應(yīng)用開(kāi)發(fā)。通過(guò)利用已經(jīng)建立的特定的社交網(wǎng)絡(luò)平臺(tái),要求用戶注冊(cè)另一個(gè)系統(tǒng)就變得非常必要了。社交網(wǎng)絡(luò)，其結(jié)構(gòu)在本質(zhì)上是一個(gè)通過(guò)與固有的朋友之間的信任關(guān)系形成的動(dòng)態(tài)的虛擬社區(qū)。斯米登等人于2006確定了如何進(jìn)行“關(guān)系營(yíng)銷”(指所有的營(yíng)銷活動(dòng)都指向建立、開(kāi)發(fā)和維護(hù)一個(gè)成功的互相溝通交流關(guān)系)，這可以通過(guò)在線社區(qū)來(lái)實(shí)現(xiàn)。他們討論如何使用在線社區(qū)促進(jìn)消費(fèi)者和供應(yīng)商之間的互動(dòng)和聯(lián)系，中間派和特定的品牌。同樣，(商扥人2006)討論如何通過(guò)各種類型的在線社區(qū)參與，實(shí)現(xiàn)客戶對(duì)品牌的忠誠(chéng)度。（完整譯文請(qǐng)到百度文庫(kù)）他們討論某些人主動(dòng)在網(wǎng)上對(duì)某些產(chǎn)品進(jìn)行討論，促進(jìn)產(chǎn)品的銷售，他們是活躍的參與者，還有一種是在社交網(wǎng)絡(luò)里擔(dān)任潛水者，他們是被動(dòng)參與者。這方面的研究，會(huì)特別關(guān)注那些在線社區(qū)的參與者，對(duì)用戶的感知程度的相關(guān)性進(jìn)行討論——關(guān)注彼此的認(rèn)知和情感。這對(duì)于理解也是非常有用的,例如,如何使這種信任關(guān)系成為資源共享的基礎(chǔ)(信息、硬件、服務(wù))。云環(huán)境通常專注于提供低層次抽象的計(jì)算或存儲(chǔ)。使用這種方法,用戶可以使用(在短期內(nèi)/租賃的基礎(chǔ)上)屬于別人或商業(yè)(通常在一個(gè)計(jì)算機(jī)網(wǎng)絡(luò))的技能。通過(guò)這種方式,用戶可以把計(jì)算需求外包給外部提供者——限制他