台灣社交媒體對資淺公關人員工作經驗的影響

This qualitative study, using an in-depth interview design, utilises the theoretical framework of public relations role theory and pigeonholing to assess the impact social media is having on junior Taiwanese public relations practitioners job experience. All interviews were conducted in Taipei, Taiwan during the winter/spring of 2015 with participants from in-house and agency environments, from a mix of industry focuses including: FMCG, Technology & Fashion. The major findings of this research found evidence to support the notion that social media, in terms of role theory, is largely managerial in nature, as opposed to technical, exemplified through participants reporting an emphasis in undertaking strategic, decision-making tasks with large amounts of autonomy over their job role. This study was also further concerned with the phenomenon of pigeonholing of digital natives into social media positions, and this study found that, although younger practitioners are the ones involved in social media, the negative consequences associated with pigeonholing, such as an emphasis on undertaking technician tasks, leading to slow career progression and low job satisfaction were not replicated for those working in social media roles. Therefore, this study is also evidence to support the notion that social media is not pigeonholing digital natives in their social media roles.

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