会展经济与管理新媒体营销中英文对照外文翻译文献Word格式.docx

1、会展经济与管理新媒体营销中英文对照外文翻译文献#中英文外文翻译#（文档含英文原文和中文翻译）#原文:#Social Networks and the Mass Media#Adapted from:# American Political Science Review,2013,107#Social networking has become an every day part of many peoples lives as evidenced by the huge user communities that are part of such networks. Facebook, for

2、 instance, was launched in February 2004 by Harvard under graduate students as an alternative to the traditional student directory. In tended to cover interaction between students at UniversitiesFacebook enables individuals to encourage others to joint he network through personalized invitations, fr

3、iend suggestions and creation of specialist groups. Today Facebook has a much wider take up than just students at Universities. Facebook now facilitates interaction between people by enabling sharing of common interests, videos, photos, etc. Sharing,#Some social network populations exceed that of la

4、rge countries, for example Facebook has over 350 million active users. Social networks provide a platform to facilitate communication and sharing between users, in an attempt to model real world relationships. Social networking has now also extended beyond communication between friends;# for instanc

5、e, there are a multitude of integrated applications that are now made available by companies, and some organizations use such applications, such as Facebook Connect to authenticate users, i.e. they utilize a users Facebook credentials rather than requiring their own credentials（for example the Calga

6、ry Airport authority in Canada uses Facebook Connect to grant access to their WiFi network）. This ability to combine a third party application （including its local data） to authenticate users demonstrates the service-oriented approach to application development. By tapping into an already establishe

7、d community around a particular social networking platform, it becomes unnecessary to require users to register with another system.#The structure of a Social Network is essentially the formation of a dynamic virtual community with inherent trust relationships between friends. （Szmigin et al., 2006）

8、 identify how “relationship marketing” （identified as referring to all marketing activities directed towards establishing, developing and maintaining successful relational exchanges） can be facilitated through the creation of on-line communities. They discuss how on-line communities can be used to f

9、acilitate interaction and bonding between consumer and suppliers, intermediate parties and specific brands. Similarly, （Shang et al., 2006） discuss how brand loyalty can be achieved through various types of participation within an on-line community （focusing specifically on the a virtual community o

10、f Apple users in Taiwan）. They discuss the motivation for individuals to promote certain products during on-line discussions （active participants） and for others to remain as lurkers （passive participants）. The study particularly focuses on the incentives for participants to contribute to an on-line

11、 community, based on the perception of a user about the degree of relevance towards an object that is being discussed focusing on both cognitive （based on utilitarian motive concerning an individuals concern with the cost and benefit of the product or service） and affective （a value-expressive motiv

12、e, referring to an individuals interest in enhancing self-esteem or self-conception, and in projecting his/her desired self-image to the outside world through the product or service）.#It is also useful to understand, for instance, how such trust relationships could be used as a foundation for resour

13、ce （information, hardware, services） sharing. Cloud environments are typically focused on providing low level abstractions of computation or storage. Using this approach, a user is able to access （on a short term/rental basis） capacity that is owned by another person or business （generally over a co

14、mputer network）. In this way, a user is able to outsource their computing requirements to an external provider limiting their exposure to cost associated with systems management and energy use. Computation and Storage Clouds are complementary and act as building blocks from which applications can be

15、 constructed using a technique referred to as “mash-ups”. Storage Clouds are gaining popularity as a way to extend the capabilities of storage-limited devices such as phones and other mobile devices. There are also a multitude of commercial Cloud providers such as Amazon EC2/S3, Google App Engine, M

16、icrosoft Azure and also many smaller scale open clouds like Nimbus （Keahey et al., 2005） and Eucalyptus （Nurmi et al., 2009）. A Social Cloud （Chard et al., 2010）, on the other hand, is a scalable computing model in which virtualized resources contributed by users are dynamically provisioned amongst a group of friends. Compensation for use is optional as users may wish to share resources without payment, and rather utilize a reciprocal credit （or barte