Virtual Communication and Social Networks Virtual Communication and Social Networks Виртуальная коммуникация и социальные сети 2782-4799 2782-4802 100909 10.21603/2782-4799-2025-4-2-126-133 ttltkf Коммуникативистика и когнитивные науки Communication Studies and Cognitive Sciences Коммуникативистика и когнитивные науки Dialogic Principles and Their use in Social Media Диалогические принципы и их использование в социальных медиа Рыбалко Светлана Александровна Rybalko Svetlana Aleksandrovna rybalkosa@bgu.ru Байкальский государственный университет экономики и права Irkutsk RU Baikal State University of Economics and Law Irkutsk RU 04 07 2025 04 07 2025 4 2 126 133 18 02 2025 09 04 2025 https://jsocnet.ru/en/nauka/article/100909/view

Рассмотрены диалогические принципы и их использование в социальных медиа. Цель – изучить, как использование диалогических принципов влияет на восприятие характера корпоративной коммуникации пользователями социальных платформ. Предмет – основные положения диалогической теории связей с общественностью, предложенной M. L. Kent и M. Taylor в 1998 г. Актуальность заключается в применении данной теории, находящейся вне рамок лингвистической парадигмы. Новизна состоит в использовании экспериментального метода для тестирования основных принципов диалогической теории связей с обще­с­твенностью, определенных ранними зарубежными работами по коммуникативистике. В ходе смешанного факторного эксперимента 2 × 2 × 2 (n = 390) варьировались наличие или отсутствие ссылок на корпоративную информацию, варианты ответов и последние обновления. Выявлено, что из трех характеристик только наличие или отсутствие ответов компании имело статистически значимое влияние на восприятие пользователями онлайн-коммуникации компании. Результаты могут быть использованы специалистами по связям с общественностью в качестве общих рекомендаций по выстраиванию онлайн-коммуникации с клиентами.

Dialogic principles may affect corporate communication in social nets. The dialogic theory of public relations proposed by M. L. Kent and M. Taylor in 1998 is beyond the scope of linguistic studies. To expand the theory of online communication and help PR-specialists to choose proper online communication strategies, the authors applied the main dialogic principles of early communication studies to corporate digital communication. The mixed factorial experiment (2 × 2 × 2; n = 390) varied the presence / absence of links to corporate information, response options, and latest updates. Of these three characteristics, only the presence / absence of company responses had a statistically significant effect on users’ assessment of corporate online communication. These results may be used by PR-specialists as general recommendations in their online communication with clients.

 диалогические принципы связи с общественностью корпоративная онлайн-коммуникация факторный анализ dialogic principles public relations corporate online communication factor analysis

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