An Analysis Of The Impact Of Iwomc On The Corporate Image (ci)

Internet changes the way information passing on as well as the way people participating in information spreading. With the development of spread technology and living level's improvement and the need of social communication, gradually people widely join into the social information spread by internet; computer-intermediary network link with social and daily life closely, which is very evident when comes to express opinions, suggests, and attitudes according to internet. The netizens joining into the discussing of network events have change the traditional way on creating a environment of public opinion if we can say the same evaluation of information gathered is event opinion'beginning and origin. Actually, this kind of change is also transforming every aspect of real life, different nature and influence extent will result to different depth and level.For businesses, it is also can not be ignored that the power of making public opinion environment by the netizens. With the increasing number of the netizens, the number of new media event that aims at corporations is increasing. The corporate image built on the overall rating and impression has to face the hard test what is composed of negative internet word of mouth and internet public opinion. In light of all above, this paper support that the internet media is not only the enterprise entity that delegated by the web site, but also the public space that delegated by the BBS and BLOGS and others, corporations who attach importance to corporate image(CI) much have to not only do a good job in communication with the traditional medias, but also manage the technology of internet, focusing on the internet public opinion at real time, connecting the CI with the consumers'word of mouth. Every enterprise entity has to face it openly, makes related tactics and strategies, look at the relationship between businesses and consumers at a long-term. The principle of consumers oriented is the first principle of corporations'long-term survival and development.In addition, the study of this paper also found that"Agenda-setting Theory", deriving from the study of effect of traditional mass media, was still exist and could apply to the new environment. As the microcosmic effect of the mass media,"Agenda-setting Theory"came to a conclusion by finding that there was a high correlation between the media agenda and the public agenda and found media have effect in the topic on people talking about even the change of attitude and understand of an event. While on the BBS, image's record on the internet media has shown more distinctions on agenda setting. This study takes an example of two BBS, we have a conclusion derived from the text analysis of titles which including the main meaning of"Highlander Climbing Gate", it says that the topics formed with words lists are more event than traditional, the discussion lasted nearly three months could make out that the form of BBS preserving topics is more available than the form of traditional embedding them into the public memory. This proves greatly that Agenda-setting Theory still exists in the internet communication phenomenon.