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The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.

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The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways.

鍦ㄨ畝鍒伴€欏€嬪彞瀛愮殑鏅傚€�锛屽悓瀛�(xu茅)鍊戠殑绗竴姝ユ噳(y墨ng)瑭叉槸姊崇悊涓诲共锛屾墍浠ヤ富璎傝硴鎳�(y墨ng)瑭叉槸绗竴浣嶇殑銆傞爢渚挎彁鍙婁竴涓�锛屾湁鍚屽(xu茅)瀵俊渚嗗晱鍒�锛屽湪鑱藉姏鐨勬檪鍊欏浣曞緢濂藉湴鍗€(q奴)鍒嗕富骞诧紝绛旀鏄細涓€鑸富瑾炲悗闈㈡湁寰炲彞鎴栬€呬慨椋炬垚鍒�锛屽湪蹇电殑閬庣▼鐣�(d膩ng)涓�锛屾渻鍦ㄦ垚鍒嗗拰寰炲彞绲�(ji茅)鏉熶箣鍚庝互鍙婅瑐瑾炲嫊瑭炲埌渚嗕箣鍓嶆湁鍋滈爴锛岀洝绠′笉鏄墍鏈夌殑鍋滈爴鍚庨潰閮芥槸璎傝獮鍕曡锛屼笉閬庢棦鐒剁煡閬撲簡鍋滈爴鐨勭壒榛�锛屾壘璧蜂締灏卞鏄撳緢澶氫簡銆傛垜鍊戜締鐪嬮€欎竴鍙�銆�

The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways.

鐩镐俊锛屽鏋滄槸the same dramatic technological changes have also increased the risk閫欐ǎ灏嶇殑鍙ュ瓙娌掓湁鍚屽(xu茅)鏈冭寰楃棝鑻︾殑(鐣�(d膩ng)鐒�锛屽鏋滈潪甯稿悆鍔�锛屽彲浠ユ妸鍙ュ瓙鍐嶇府鐣ュ憟the changes have also increased the risk)锛屽悓瀛�(xu茅)鍊戝緢瀹规槗灏辫伅(li谩n)鎯冲埌浜�锛屽湪涓嶇敤寰炲彞淇>鐨勬儏娉佷笅锛屽彞鍨嬪崌绱氱殑鏂规硶涔熶粛鐒舵湁寰堝锛屽叾涓涓€绋垜涓婅璎涘埌鐨勫氨鏄悕瑭炲嫊瑭炲舰瀹硅鍓嶅悗鐨勪慨椋撅紝閫欓噷鐒$枒锛屽湪changes鐨勫墠闈㈠姞涓婁簡technological琛ㄧず灞€э紝dramatic琛ㄧず瑕�(gu墨)妯�锛屽垵涓殑鏅傚€欏ソ鍍忓(xu茅)閬庝竴鍊嬭獮娉曪紝闂�(gu膩n)浜庡悕瑭炲墠闈竴閫d覆鐨勫舰瀹硅鎳�(y墨ng)瑭叉€庝箞鎺掑簭锛屽ぇ瀹朵笉鐢ㄧ壒鍒ユ摂(d膩n)蹇冿紝涓€鑸浣滅殑鏅傚€�锛岃兘澶犲湪鍚屼竴鍊嬪悕瑭炲墠闈㈠姞涓婁笁鍊嬪舰瀹硅灏卞凡缍�(j墨ng)鏄サ鍝佷簡锛屽姞涓�5鍊嬩互涓婄殑灏卞爆浜庢サ鍝佷腑鐨勬サ鍝�銆傛墍浠ユ垜鍊戜笉蹇�?f霉)?d膩n)蹇�锛屽彧闇€瑕佹瘮杓冨咕鍊嬪舰瀹硅瑾版洿鎺ヨ繎鍚嶈鐨勫収(n猫i)娑靛氨濂姐€傞€欓噷鍊煎緱涓€鎻愮殑鏄痙ramatic锛屽緢澶氫汉涓€璜囧埌璁婂寲灏辩敤鍒癵reat锛岀劧鍚庣稉(j墨ng)閬庤€佸斧鎸囨鍚庯紝鏈冪敤鍒皌remendous 鎴栬€卐normous銆傚悗渚嗗張鑳岄亷涓€鍊嬪拰dramatic寰堝舰杩戠殑鍠drastic銆傞€欎簺瑭炶獮鐣�(d膩ng)涓�锛屽彧鏈塪ramatic鏈€鐐洪娲荤殑楂旂従(xi脿n)鍑轰簡鍍忛浕瑕栧妵闆诲奖涓€鑸殑璁婂寲銆傚咕鍗佸勾鍓嶆垜鍊戣獚(r猫n)鐐虹浠欒兘澶犲仛鍒扮殑澶╃溂閫氬ぉ鑰抽€氱瓑绁為€�锛屾垨鑰呰獚(r猫n)鐐哄彧鑳藉嚭鐝�(xi脿n)鍦ㄩ浕瑕栧妵闆诲奖鐣�(d膩ng)涓殑璁婂寲锛屽湪鐝�(xi脿n)浠婄殑绉戞妧涓嬶紝骞句箮閮借兘澶�?q奴)宕縁(xi脿n)銆傛墍浠ラ€欏€嬭锛屽線娣变簡鍘�锛屽氨鏄垜鍊戞墍瑾殑鐣潰鎰熺敓鍕曞舰璞″拰璨煎垏鐨勬剰澧�锛屽線娣轰簡璎涳紝涔熸槸楂橀牷瑾炶█缈�(x铆)鎱c€�

The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways.

瀹氳獮寰炲彞鎴戜笂瑾茶瑳鐨勫緢娓呮浜�锛岄€欓噷灏变笉璐呰堪锛岃嚦浜庣偤浠€涔堣鍦╩ore鍚庨潰鍔犱笂鎷櫉锛屾垜绨″柈瑾竴涓�銆傚幓鎺夋嫭铏熷氨鐧�(f膩)鐝�(xi脿n)璁婃垚浜唌ore and more diverse communications chloices锛屽緢瀹规槗鐞嗚В鐐�“瓒婁締瓒婂”澶氬厓鍖栫殑閬告搰锛岃€屼綔鑰呯殑鎰忔€濇槸鏇村鏁�(sh霉)閲忎笖椤炲瀷鐨勯伕鎿�锛屾墍浠ョ偤浜嗗崁(q奴)鍒嗛枊锛屽氨鐢ㄤ簡鎷櫉銆�

鍚庨潰鐨勫悓浣嶈獮寰炲彞锛岄€欏€嬫槸涓婅璎涢亷鐨�锛屼笂涓€绡囪瑳閬庣殑涓嶈闅ㄤ究鍘昏嚜宸遍€狅紝鎴戝€戝彲浠ラ€氶亷寰�(f霉)杩板拰浠垮鐨勬柟寮�锛屾參鎱㈠寮峰悓浣嶈獮寰炲彞鍦ㄦ垜鍊戣獮瑷€缈�(x铆)鎱g暥(d膩ng)涓殑鍒嗛噺锛屼箙鑰屼箙涔�锛岃嚜鐒跺氨鏈冨鍑哄湴閬撶殑鍙ュ瓙銆傚緸鍙ョ暥(d膩ng)涓鍏堣鎻愬埌鐨勬槸VOICE their opinion(闂�(gu膩n)浜巔assionate鍦ㄩ€欓噷鐨勭敤娉�锛屾毇鏅備笉璎涳紝鍥犵偤闇€瑕佹洿楂樼殑鍔熷姏鎵嶈兘瀵嚭閫欐ǎ鐨勫舰瀹硅淇>consumers)銆傚吀鍨嬬殑鍚嶈鍕曡鍖栧姞涓婂皬瑭炲鐢紝鎯虫兂鎴戝€戣“琛ㄩ仈(d谩)瑙€榛�”鏅�锛屼竴鑸渻鎬庝箞瑾�?show one's opinion, express one's opionion, present one's opinion?灏忚鐨勭暙闈㈡劅鍜屾矕鎿婂姏鏄笉鍚屽嚒闊跨殑銆傚啀鐪嬪悗闈㈢殑in xxxx ways銆備笂瑾茶瑳鐨勬槸in a .....way鎴栬€卛n a ....manner/fashion(鍏跺澶у涓€瀹氳兘澶犺秴瓒婇€欏€嬪彞瀛愮殑锛屽洜鐐轰綘鍊戝彲浠ュ鍑篿n such a manner that……鍙槸閫欏彞閲岄潰宸茬稉(j墨ng)鏈変竴鍊嬪緸鍙ヤ簡锛屽啀濂楀緸鍙ユ渻椤緱鍐楅暦)銆傚啀渚嗙湅涓夊€嬪舰瀹硅锛岄兘鏄敤鐨勬瘮杓冪礆锛屼絾鏄槑椤湅寰楀嚭锛屽湪鏂囨硶涓婃兂楂旂従(xi脿n)鍑烘垜鍊戜笂瑾叉檪鍊欐墍璎涚殑骞跺垪閬為€�(j矛n)绲�(ji茅)妲�(g貌u)锛岃€屼笁鍊嬮噷闈㈡槑椤渶鏍稿績鐨勬槸鏈€鍚庨偅涓€鍊�銆傞爢渚胯涓€涓�锛屽偝瑾€佸鍜屼腑鍦嬩汉涓嶄竴妯�锛屼腑鍦嬩汉鍠滄澹撹桓锛屾妸鏈€鏍稿績鐨勬斁鍦ㄦ渶鍚庨潰锛岃€佸鍠滄闁嬮杸瑕嬪北锛屾湁瑭辩洿瑾�銆傚叾瀵︾湡鐨勬槸鎴戝€戝緢澶х▼搴︿笂鐨勮璁€銆傚厖鍏堕噺涔熷氨鏄€佸鍠滄寰炲畯瑙€鎱㈡參閫�(j矛n)鍏ユ牳蹇�(google earth鎼滅储妯″紡)锛岃€屼腑鍦嬩汉鍠滄铻烘棆寮�(鍏跺锛屼篃鏄參鎱㈤€�(j矛n)鍏ユ牳蹇冿紝鍙槸鍦ㄨ灪鏃嬬殑閬庣▼涓湅鍒扮殑鏅薄锛屾渻璁撲汉瑕哄緱鏈変簺缂轰箯椤€ч倧杓伅(li谩n)绯汇€�)

銆愭噳(y墨ng)鐢ㄣ€�

鍓涙墠瑾亷浜�锛屽鏋滆В璁€璧蜂締姣旇純鐥涜嫤锛岄偅涔堟暣鍚堣捣渚嗘瘮杓冨鏄撶殑锛屾垜鍊戦鍏堣鍋氱殑灏辨槸浠垮涓诲彞銆傝€岃畩鍖栫劇铏曚笉鍦�锛岃€屼换浣曡畩鍖栭兘鏈夐ⅷ(f膿ng)闅紝鏇翠綍娉佹槸濡傛宸ㄥぇ鐨勮畩鍖�銆傛墍浠ュ熀鏈笂閫欏€嬪彞瀛愪笉鐢ㄦ€庝箞璁娿€俆he same dramatic technological changes have also increased the risk. 涓嬩竴姝ヨ鍋氱殑灏辨槸浠€涔堟ǎ鐨勯ⅷ(f膿ng)闅�锛屾瘮濡傚勾杓曚汉琚€欎簺璁婂寲寰炵従(xi脿n)瀵︾敓娲荤暥(d膩ng)涓暟鍖�锛屽彞瀛愯畩鎴怲he same dramatic technological changes have also increased the risk that teenagers have been pulled away from real life in quicker, more visible and much more direct ways. 鍚庨潰鍙互鍐嶅涓夊€嬩緥瀛�锛岃瓑鏄庡浣曞揩閫燂紝濡備綍椤€�锛屽浣曠洿鎺�銆�

闂�(gu膩n)浜庡姞鍏ュ畾瑾炲緸鍙�锛屾噳(y墨ng)瑭蹭笉闆d簡锛屼簨瀵︿笂涔熸槸绲︿粬鍊戞洿澶氱殑閬告搰灏�(d菐o)鑷寸殑绲�(ji茅)鏋�锛屾墍浠ュ彲浠ョ収鎶勫氨濂�銆�
 

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