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ﺷﻬﺪ ﺍﻟﻨﺼﻒ ﺍﻷﺧﲑ ﻣﻦ ﺍﻟﻘﺮﻥ ﺍﻟﻌﺸﺮﻳﻦ ﻭﺑﺪﺍﻳﺔ ﺍﻟﻘﺮﻥ ﺍﳊﺎﱄ ﺗﻄﻮﺭﺍﺕ ﻛﺒﲑﺓ ﰲ ﻣﻴﺪﺍﻥ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ﺑﺎﺧﺘﺮﺍﻉ
ﺍﻷﻗﻤﺎﺭ ﺍﻟﺼﻨﺎﻋﻴﺔ ،ﻭﻇﻬﻮﺭ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﺑﺮﻭﺯ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﺍﻟﺘﻔﺎﻋﻠﻲ ،ﻭﺇﱃ ﻏﲑ ﺫﻟﻚ ﻣﻦ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ...
ﻣﻦ ﺑﲔ ﻫﺬﻩ ﺍﻟﻮﺳﺎﺋﻞ ﳒﺪ ﺍﻻﻧﺘﺮﻧﺖ ﺇﺫ ﺍﻛﺘﺴﺖ ﺃﳘﻴﺔ ﺑﺎﻟﻐﺔ ﻭﺳﻂ ﲨﻬﻮﺭ ﺍﻟﺒﺎﺣﺜﲔ ،ﻭﺍﳌﺜﻘﻔﲔ ،ﻭﺍﻟﻌﻠﻤﺎﺀ ﻣﻦ ﻛﺎﻓﺔ
ﺍﻟﺘﺨﺼﺼﺎﺕ ﺍﳌﻌﺮﻓﻴﺔ ،ﻭﺣﱴ ﻋﺎﻣﺔ ﺍﻟﻨﺎﺱ .ﻫﺬﺍ ﺍﻻﻫﺘﻤﺎﻡ ﻧﺎﺑﻊ ﻣﻦ ﺃﳘﻴﺔ ﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﺗﻘﺪﻣﻬﺎ ﺍﻻﻧﺘﺮﻧﺖ ،ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺻﲑﻭﺭﺓ
ﺍﻻﺗﺼﺎﻝ ﻓﻴﻬﺎ ﻭﺳﻬﻮﻟﺔ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ،ﺯﺩ ﻋﻠﻰ ﻫﺬﺍ ﺍﻟﻄﺒﻴﻌﺔ ﺍﻟﺘﻔﺎﻋﻠﻴﺔ ﻟﺸﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺣﻴﺚ ﻗﺎﻣﺖ ﺑﺈﻟﻐﺎﺀ ﺩﻭﺭ ﺍﳌﺘﻠﻘﻲ ﺍﻟﺴﻠﱯ
ﻟﻴﺤﻞ ﻣﻜﺎﻧﻪ ﺍﳌﺴﺘﺨﺪﻡ ﺍﻻﳚﺎﰊ ﺍﻟﺬﻱ ﳜﺘﺎﺭ ﻣﺎ ﻳﺸﺎﺀ ﻣﻦ ﺍﳌﺎﺩﺓ ﺍﳌﻌﺮﻭﺿﺔ ﺃﻣﺎﻣﻪ ،ﻛﻤﺎ ﺃﻥ ﺑﺈﻣﻜﺎﻥ ﺍﳌﺴﺘﺨﺪﻡ ﺇﺑﺪﺍﺀ ﺭﺃﻳﻪ ﻓﻴﻬﺎ
ﻫﺬﺍ ﻣﻦ ﺟﻬﺔ ،ﻭﻣﻦ ﺟﻬﺔ ﺃﺧﺮﻯ ﻗﺎﻣﺖ ﺍﻻﻧﺘﺮﻧﺖ ﲜﻤﻊ ﺧﺼﺎﺋﺺ ﻛﻞ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ﺍﻟﺴﺎﺑﻘﺔ ،ﻓﻔﻴﻬﺎ ﺗﻘﺮﺃ
ﺍﻟﺼﺤﻴﻔﺔ ﻭﺗﻘﻮﻡ ﺍﻟﻘﻨﻮﺍﺕ ﺍﻟﺘﻠﻔﺰﻳﻮﻧﻴﺔ ﻭﺍﻹﺫﺍﻋﻴﺔ ﺑﺒﺚ ﺑﺮﺍﳎﻬﺎ ﻋﻠﻰ ﺍﳌﺒﺎﺷﺮ ،ﺇﺫ ﻣﻜﻨﺖ ﺍﻷﻓﺮﺍﺩ ﻣﻦ ﻣﺘﺎﺑﻌﺔ ﺻﺤﻔﻬﻢ ﺍﳌﻔﻀﻠﺔ ﻣﻦ
ﺃﺑﻌﺪ ﻧﻘﻄﺔ ﻣﻦ ﺍﻟﻌﺎﱂ ،ﻛﻤﺎ ﻣﻜﻨﺖ ﺍﻻﻧﺘﺮﻧﺖ ﻣﻦ ﺍﻟﺘﻮﺍﺻﻞ ﺑﲔ ﳐﺘﻠﻒ ﺃﻧﺎﺱ ﺍﳌﻌﻤﻮﺭﺓ ،ﻓﺒﺎﻹﻣﻜﺎﻥ ﺍﻻﺗﺼﺎﻝ ﺑﺎﻷﻓﺮﺍﺩ ﻋﻦ ﻃﺮﻳﻖ
ﻫﺎﺗﻒ ﺍﻻﻧﺘﺮﻧﺖ ﻭﺃﻥ ﺗﺮﺍﺳﻠﻬﻢ ﻋﻦ ﻃﺮﻳﻖ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ...ﻛﻞ ﻫﺬﺍ ﲜﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻭﺑﺴﺮﻋﺔ ﻓﺎﺋﻘﺔ ﻭﺑﺴﻌﺮ ﺯﻫﻴﺪ...
ﻭﻟﻌﻞ ﺍﻟﺸﻲﺀ ﺍﻷﺑﺮﺯ ﰲ ﺍﻻﻧﺘﺮﻧﺖ ﻫﻮ ﺳﻌﺔ ﺍﳌﻌﺎﺭﻑ ﻭﺗﻨﻮﻋﻬﺎ ﰲ ﻛﺎﻓﺔ ﺍﻟﻌﻠﻮﻡ ﻭﺍﳌﻴﺎﺩﻳﻦ ﻭﺑﻜﻞ ﻟﻐﺎﺕ ﺍﻷﺭﺽ.
ﻭﱂ ﻳﻜﻦ ﺍﻟﺘﺤﻮﻝ ﺍﻟﺬﻱ ﺷﻬﺪﻩ ﺍﻟﻌﺎﱂ ﰲ ﳐﺘﻠﻒ ﺍﺎﻻﺕ ﺑﻔﻌﻞ ﺍﻧﺘﺸﺎﺭ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﺮﻗﻤﻴﺔ ﲟﻨﺄﻯ ﻋﻦ ﻋﺎﱂ ﺍﻟﺘﺴﻮﻳﻖ
ﺍﻟﺬﻱ ﺷﻬﺪ ﻫﻮ ﺍﻷﺧﺮ ﺗﻐﲑﺍ ﻣﻠﺤﻮﻇﺎ ﰲ ﻃﺒﻴﻌﺘﻪ ﻭﻣﺆﻫﻼﺗﻪ ﻭﻓﺮﺹ ﳒﺎﺣﻪ ،ﻓﻀﻼ ﻋﻦ ﺫﻟﻚ ﻓﻘﺪ ﻛﺎﻥ ﺍﻟﺴﺒﺐ ﰲ ﳒﺎﺡ ﻛﺜﲑ ﻣﻦ
ﺍﳌﻨﻈﻤﺎﺕ ﰲ ﺑﻴﺌﺎﺕ ﺻﻌﺒﺔ ،ﻓﻘﺪ ﲢﻮﻟﺖ ﺍﻟﻮﻇﺎﺋﻒ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺇﱃ ﻣﻔﻬﻮﻡ ﺟﺪﻳﺪ ،ﻭﺑﺎﺗﺖ ﺗﺄﺧﺬ ﺷﻜﻼ ﺃﻛﺜﺮ ﻓﺎﻋﻠﻴﺔ ﻣﻊ
ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻟﺮﻗﻤﻴﺔ ،ﺇﻻ ﺃﺎ ﱂ ﺗﺴﺘﺒﻌﺪ ﺃﻭ ﺗﻨﻜﺮ ﻧﻈﺮﻳﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ،ﻭﺇﳕﺎ ﺍﺳﺘﻄﺎﻋﺖ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻨﻬﺎ ﰲ ﺗﻄﻮﻳﺮ ﻭﺇﳚﺎﺩ
ﺣﻠﻮﻝ ﳌﺸﺎﻛﻠﻬﺎ ﻭﺃﺧﺮﺟﺖ ﻇﺎﻫﺮﺓ ﺟﺪﻳﺪﺓ ﺗﺴﻤﻰ "ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ "
ﻓﺎﻟﺘﺴﻮﻳﻖ ﻫﻮ ﺍﳌﻔﺘﺎﺡ ﻟﺘﺤﻘﻴﻖ ﺃﻫﺪﺍﻑ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺇﺫ ﻳﺸﻤﻞ ﲢﺪﻳﺪ ﺍﻻﺣﺘﻴﺎﺟﺎﺕ ﻭﺍﻟﺮﻏﺒﺎﺕ ﻟﻠﺒﻴﺌﺔ ﺍﳌﺴﺘﻬﺪﻓﺔ
ﻭﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﻟﺮﺿﺎ ﺍﳌﺮﻏﻮﺏ ﺑﻔﻌﺎﻟﻴﺔ ﻭﻛﻔﺎﺀﺓ ﺃﻛﺜﺮ ﻣﻦ ﺍﳌﻮﺍﻗﻊ ﺍﳌﻨﺎﻓﺴﺔ.
ﻭﺃﻣﺎﻡ ﺍﻟﺘﺤﺪﻳﺎﺕ ﺍﻟﻜﺒﲑﺓ ﺍﻟﱵ ﻳﻮﺍﺟﻬﻬﺎ ﺍﻟﻴﻮﻡ ﺍﻟﻌﺎﱂ ﺍﻹﺳﻼﻣﻲ ﺍﻟﺬﻱ ﻳﻌﺎﱐ ﺍﻻﻧﻘﺴﺎﻡ ﻭﺍﻻﻧﻘﺴﺎﻡ ،ﺇﺫ ﺍﺭﲤﻰ ﻓﺮﻳﻖ ﻣﻦ
ﺍﳌﺴﻠﻤﲔ ﰲ ﺃﺣﻀﺎﻥ ﺍﻟﻐﺮﺏ ﻭﺍﻧﺴﻠﺦ ﻣﻦ ﻗﻴﻤﻪ ﻭﻣﺒﺎﺩﺋﻪ ،ﻭ ﺍﻧﻐﻠﻖ ﻓﺮﻳﻖ ﺁﺧﺮ ﻋﻠﻰ ﻧﻔﺴﻪ ﻭﺍﺩﻋﻰ ﺍﻟﻜﻤﺎﻝ ﺍﳌﻄﻠﻖ ﰲ ﺃﻓﻌﺎﻟﻪ
ﻭﺃﻗﻮﺍﻟﻪ ،ﻭﺍﻷﺩﻫﻰ ﻭﺍﻷﻣﺮ ﻣﻦ ﺫﻟﻚ ﻫﻮ ﺗﻨﺎﺣﺮ ﺍﳌﺴﻠﻤﲔ ﻭﺗﺒﺎﺩﻝ ﺍﻟﺘﻬﻢ ﻓﻴﻤﺎ ﺑﻴﻨﻬﻢ ،ﻫﺬﺍ ﻋﻦ ﺍﻟﺒﻴﺖ ﺍﻟﺪﺍﺧﻠﻲ .ﺃﻣﺎ ﺍﻟﻐﺮﺏ ﻓﻘﺪ
ﺃﺭﺍﺩﻫﺎ ﺣﺮﺏ ﺑﻼ ﻫﻮﺍﺩﺓ ﻋﻠﻰ ﻛﻞ ﻣﺎ ﻳﺮﻣﺰ ﻟﻺﺳﻼﻡ ،ﺣﻴﺚ ﺗﻮﺍﻟﺖ ﺍﳊﻤﻼﺕ ﺍﳌﺴﻴﺌﺔ ﻟﻺﺳﻼﻡ ﻭﻳﻘﺪﻡ ﻟﻨﺎ ﺍﻟﺪﻛﺘﻮﺭ ﺳﻴﺪ ﻣﺮﻋﻲ
ﻭﺻﻔﺎ ﻟﻠﻤﻮﺿﻮﻉ" ﻓﻘﺪ ﻗﺎﻡ ﺍﻟﺪﻛﺘﻮﺭ ﺳﻴﺪ ﻣﺮﻋﻲ ﺑﺒﺤﺚ ﺣﻮﻝ ﺍﻹﺳﺎﺀﺓ ﻟﻠﺪﻳﻦ ﺍﻹﺳﻼﻣﻲ ﰲ ﺍﻻﻧﺘﺮﻧﺖ ﻓﻮﺟﺪ ﻣﺎ ﻳﺰﻳﺪ ﻋﻦ
ﻋﺸﺮﺓ ﺁﻻﻑ ﻣﻮﻗﻊ ﻳﻬﺎﺟﻢ ﺍﻹﺳﻼﻡ ،ﻛﻤﺎ ﻭﺟﺪ ﺃﻥ ﻫﺬﻩ ﺍﳌﻮﺍﻗﻊ ﺎﺟﻢ ﺍﻹﺳﻼﻡ ﺑﻄﺮﻕ ﳐﺘﻠﻔﺔ ﻓﻤﻦ ﻫﺬﻩ ﺍﳌﻮﺍﻗﻊ ﻣﻦ ﲣﺼﺺ ﰲ
ﺳﺐ ﻭﻗﺬﻑ ﺷﺨﺺ ﺍﻟﺮﺳﻮﻝ ﺻﻠﻰ ﺍﷲ ﻋﻠﻴﻪ ﻭﺳﻠﻢ...،ﻭﻣﻮﺍﻗﻊ ﻣﺘﺨﺼﺼﺔ ﰲ ﲢﺮﻳﻒ ﺍﻟﻘﺮﺁﻥ ﺍﻟﻜﺮﱘ ﻣﻦ ﺧﻼﻝ ﻧﺴﺦ ﺳﻮﺭ
ﻣﺸﺎﺔ ﰲ ﻛﻠﻤﺎﺎ ﻭﻟﻐﺘﻬﺎ ﻭﲨﻠﻬﺎ ﻵﻳﺎﺕ ﺍﻟﻘﺮﺁﻥ ﺍﻟﻜﺮﱘ ،ﻫﺬﺍ ﺩﻭﻥ ﺃﻥ ﻧﻨﺴﻰ ﺍﳌﻮﺍﻗﻊ ﺍﻟﻌﻨﺼﺮﻳﺔ ﺍﻟﱵ ﺗﺘﻬﻢ ﺍﳌﺴﻠﻤﲔ ﺑﺎﻹﺭﻫﺎﺏ
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ﻭﺍﻹﺳﻼﻡ ﺑﺎﻟﺪﻣﻮﻳﺔ ﻭﺍﻟﻌﻨﺼﺮﻳﺔ ﻭﺗﻠﺼﻖ ﺍﻻﺎﻣﺎﺕ ﺍﻟﺒﺎﻃﻠﺔ ﰲ ﻛﻞ ﻣﻜﺎﻥ ﻭﺯﻣﺎﻥ".
-1ﺟﺎﺑﺮ ﳏﻤﺪ ﺑﻮﺣﺠﺎﻡ :ﻣﻨﻬﺠﻴﺔ ﺍﻟﺪﻋﻮﺓ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ،ﺍﳉﺰﺍﺋﺮ ،ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2007 ،ﺹ37-36
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Rs-communication.blogspot.com
ﻭﺃﻣﺎﻡ ﻫﺬﺍ ﺍﻟﻮﺿﻊ ﺑﺮﺯﺕ ﺛﻠﺔ ﻣﻦ ﺍﻟﺸﺒﺎﺏ ﲪﻠﺖ ﻋﻠﻰ ﻋﺎﺗﻘﻬﺎ ﻭﺍﺟﺐ ﺍﻟﺘﻤﻜﲔ ﺍﳊﻀﺎﺭﻱ ﻟﻸﻣﺔ ،ﻭﺑﺎﺗﺖ ﺗﻌﻤﻞ ﻋﻠﻰ
ﺷﻜﻞ ﺃﻓﺮﺍﺩ ﻭﲨﺎﻋﺎﺕ .ﻭﻣﻦ ﺑﲔ ﻫﺬﻩ ﺍﻟﺘﺠﺎﺭﺏ ﻧﺬﻛﺮ ﻣﻮﻗﻊ veecos.netﻭﻫﻮ ﻣﻮﻗﻊ ﺗﺎﺑﻊ ﳌﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﳝﺜﻞ
ﺍﻟﻮﺍﺟﻬﺔ ﺍﻹﻋﻼﻣﻴﺔ ﳌﻜﺘﺐ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ،ﻭﻳﻌﻤﻞ ﺍﳌﻮﻗﻊ ﲢﺖ ﻏﺎﻳﺔ ﻫﻲ ﺭﺿﻮﺍﻥ ﺍﷲ ﺳﺒﺤﺎﻧﻪ ﻭﺗﻌﺎﱃ ﺃﻣﺎ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻟﱵ
ﳛﻤﻠﻬﺎ ﻓﻬﻲ ﺍﻟﺘﻐﻴﲑ ﰲ ﺍﳌﻨﻬﺞ ﻣﻦ ﻣﻨﻄﻠﻖ ﻗﺮﺁﱐ ،ﺣﻴﺚ ﻳﺴﻌﻰ ﺟﺎﻫﺪﺍ ﻹﺑﺮﺍﺯ ﺍﻟﻮﺟﻪ ﺍﳊﻘﻴﻘﻲ ﻟﻺﺳﻼﻡ ﻋﻠﻰ ﺃﻧﻪ ﺩﻳﻦ ﺣﻀﺎﺭﺓ
ﻭﻓﻜﺮ ﻳﺘﺒﻌﻪ ﻓﻌﻞ ،ﻭﻗﺪ ﺃﺩﻯ ﺛﺮﺍﺀ ﻣﻀﻤﻮﻥ ﺍﳌﻮﻗﻊ ﻭﺭﺳﺎﻟﺘﻪ ﺍﻟﻮﺍﺿﺤﺔ ﺇﱃ ﺍﻟﺘﻔﺎﻑ ﺍﳉﻤﻬﻮﺭ ﺣﻮﻟﻪ ﻣﻦ ﻛﺎﻓﺔ ﺷﺮﺍﺋﺢ ﺍﺘﻤﻊ،
ﻭﻣﻦ ﳐﺘﻠﻒ ﺃﳓﺎﺀ ﺍﻟﻌﺎﱂ" ) ﻫﺬﻩ ﺍﻻﺳﺘﻨﺘﺎﺝ ﺑﻨﺎﺀ ﻋﻠﻰ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﱵ ﺗﺼﻞ ﺍﳌﻮﻗﻊ ،ﻭﳐﺘﻠﻒ ﺍﻹﺣﺼﺎﺋﻴﺎﺕ ﺍﳋﺎﺻﺔ ﺑﻪ( 1ﺣﻴﺚ
ﻳﻘﺪﻡ ﳏﺘﻮﻯ ﺛﺮﻳﺎ ﻳﻠﱯ ﺗﻄﻠﻌﺎﺕ ﻭﺍﻫﺘﻤﺎﻣﺎﺕ ﲨﻬﻮﺭﻩ ،ﻭﻳﻨﺒﲏ ﺍﳌﻮﻗﻊ ﻋﻠﻰ ﺃﺭﺑﻊ ﳏﺎﻭﺭ ﻫﻲ:
-ﳏﻮﺭ ﺍﳊﻀﺎﺭﺓ ﻭﺍﻟﻔﻜﺮ
-ﳏﻮﺭ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ
-ﳏﻮﺭ ﺍﻟﺘﺮﺑﻴﺔ ﻭﺍﻟﺘﻌﻠﻴﻢ
ﳏﻮﺭ ﺍﻹﺑﺪﺍﻉ ﺍﻟﻔﲏ ﻭﺍﻷﺩﰊ -
ﻭﻫﺬﺍ ﻣﺎ ﺳﻨﺘﻌﺮﺽ ﻟﻪ ﰲ ﻫﺬﺍ ﺍﻟﺒﺤﺚ ﻭﻗﺪ ﺁﻟﻴﻨﺎ ﺃﻥ ﺗﻜﻮﻥ ﺍﻹﺷﻜﺎﻟﻴﺔ ﻛﺎﻷﰐ :
ﻣﺎﻫﻲ ﺍﻵﻟﻴﺎﺕ ﺍﻟﺘﺮﻭﳚﻴﺔ ﳌﻮﻗﻊ veecos.net؟
ﻭﻫﺬﺍ ﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﺟﺎﻧﻔﻲ 2009
-ﳏﺎﻭﻟﱵ ﺍﻟﺘﻌﻤﻖ ﺃﻛﺜﺮ ﰲ ﻣﻮﺿﻮﻉ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﻭﻣﻌﺮﻓﺔ ﺃﺑﺮﺯ ﺁﻟﻴﺎﺕ ﺍﻟﺘﺮﻭﻳﺞ ﺍﻟﱵ ﺗﺘﻢ ﻋﱪ ﺷﺒﻜﺔ
ﺍﻻﻧﺘﺮﻧﺖ ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺍﻵﻟﻴﺎﺕ ﺍﻟﺘﺮﻭﳚﻴﺔ ﻋﱪ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ .
-ﺟﺪﺓ ﺍﳌﻮﺿﻮﻉ ﻋﻠﻰ ﺍﻟﺴﺎﺣﺔ ﺍﻟﻌﻠﻤﻴﺔ ،ﻭﲞﺎﺻﺔ ﰲ ﺍﳉﺰﺍﺋﺮ ﺣﻴﺚ ﻻﺣﻈﺖ ﺁﺛﻨﺎﺀ ﻓﺘﺮﺓ ﺍﻟﺒﺤﺚ ﻗﻠﺔ ﺍﳌﺬﻛﺮﺍﺕ ﻭﺍﻟﺮﺳﺎﺋﻞ
ﺍﳉﺎﻣﻌﻴﺔ ﺍﻟﱵ ﲢﺪﺛﺖ ﻋﻦ ﻫﺬﺍ ﺍﳌﻮﺿﻮﻉ ﰲ ﳐﺘﻠﻒ ﺍﳉﺎﻣﻌﺎﺕ ﻭﺍﳌﻌﺎﻫﺪ ﺍﳉﺰﺍﺋﺮﻳﺔ .
:ﲢﺘﺎﺝ ﺃﻳﺔ ﺩﺭﺍﺳﺔ ﺇﱃ ﻣﻨﻬﺞ ﻋﻠﻤﻲ ،ﻳﺘﻢ ﺇﺗﺒﺎﻉ ﻗﻮﺍﻋﺪﻩ ﻟﻠﻜﺸﻒ ﻋﻦ ﺍﳊﻘﺎﺋﻖ ﻭﺍﻟﻮﺻﻮﻝ ﺇﱃ ﻧﺘﺎﺋﺞ ﻣﻨﻬﺞ ﺍﻟﺪﺭﺍﺳﺔ
ﻣﻌﻴﻨﺔ ،ﻓﻤﻨﻬﺞ ﺍﻟﺒﺤﺚ ﻳﻘﺼﺪ ﺑﻪ " :ﺍﻟﻄﺮﻳﻖ ﺍﳌﺆﺩﻱ ﺇﱃ ﺍﻟﻜﺸﻒ ﻋﻦ ﺍﳊﻘﻴﻘﺔ ﺑﻮﺍﺳﻄﺔ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﻟﻘﻮﺍﻋﺪ ﺍﻟﻌﺎﻣﺔ ﻤﲔ ] ﻛﻤﺎ
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ﻭﺭﺩﺕ ﰲ ﺍﳌﺮﺟﻊ ﻭﺍﻷﺻﻞ ﻴﻤﻦ [ ﻋﻠﻰ ﺳﲑ ﺍﻟﻌﻘﻞ ﻭﲢﺪﺩ ﻋﻤﻠﻴﺎﺗﻪ ،ﺣﱴ ﻳﺼﻞ ﺇﱃ ﻧﺘﻴﺠﺔ ﻣﻌﻠﻮﻣﺔ "
ﻭ ﻣﻮﺿﻮﻉ ﺍﻟﺪﺭﺍﺳﺔ ﻫﺬﺍ ﰲ ﺷﻄﺮﻩ ﺍﻷﻭﻝ ،ﺍﳍﺎﺩﻑ ﺇﱃ ﺍﻟﺘﻘﺼﻲ ﻋﻦ ﳎﻤﻮﻋﺔ ﺍﻟﺘﻌﺎﺭﻳﻒ ﻭﺍﳌﻔﺎﻫﻴﻢ ﺍﳋﺎﺻﺔ ﺑﺎﻻﻧﺘﺮﻧﺖ
ﻭﺧﺪﻣﺎﺎ ﻭﻣﻦ ﺛﹶﻢ ﺁﻟﻴﺎﺕ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﺳﻮﺍﺀ ﻛﺎﻧﺖ ﻫﺬﻩ ﺍﻵﻟﻴﺎﺕ ﺩﺍﺧﻞ ﺃﻭ ﺧﺎﺭﺝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﺃﻣﺎ ﰲ
ﺷﻄﺮﻩ ﺍﻟﺜﺎﱐ ﻓﻘﺪ ﻗﻤﻨﺎ ﺑﺎﺧﺘﻴﺎﺭ ﺣﺎﻟﺔ ﻟﻠﺤﺪﻳﺚ ﻋﻨﻬﺎ ﰲ ﻫﺬﺍ ﺍﳌﻮﺿﻮﻉ ،ﻭﻫﻲ ﻣﻮﻗﻊ veecos.netﺣﻴﺚ ﲤﻠﻲ ﻃﺒﻴﻌﺔ
ﺍﳌﻮﺿﻮﻉ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ:
ﺍﳌﻨﻬﺞ ﺍﳌﺴﺤﻲ :ﻫﻮ ﺃﺳﻠﻮﺏ ﻋﻠﻤﻲ ﻳﻬﺪﻑ ﺇﱃ ﺍﻟﺘﻮﺻﻞ ﳌﻌﺮﻓﺔ ﺩﻗﻴﻘﺔ ﻭﺗﻔﺼﻴﻠﻴﺔ ﻟﻈﺎﻫﺮﺓ ﺃﻭ ﻣﻮﺿﻮﻉ ﳏﺪﺩﻳﻦ ﻣﻦ ﺃﺟﻞ
ﻓﻬﻤﻬﻤﺎ ﺑﻄﺮﻳﻘﺔ ﺃﻓﻀﻞ ،ﺃﻭ ﻣﻦ ﺃﺟﻞ ﺗﻘﻮﱘ ﺃﻭﺿﺎﻉ ﻗﺎﺋﻤﺔ ،ﻭ ﻭﺿﻊ ﺇﺟﺮﺍﺀﺍﺕ ﻋﻤﻠﻴﺔ ﳍﺎ " ﻭﻳﻌﺮﻓﻪ morseﺑﺄﻧﻪ ﻋﺒﺎﺭﺓ ﻋﻦ
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-ﳏﲕ ﳏﻤﺪ ﻣﺴﻌﺪ :ﻛﻴﻔﻴﺔ ﻛﺘﺎﺑﺔ ﺍﻷﲝﺎﺙ ﻭ ﺍﻹﻋﺪﺍﺩ ﻟﻠﻤﺤﺎﺿﺮﺍﺕ ،ﺍﻟﻄﺒﻌﺔ ﺍﻟﺜﺎﻧﻴﺔ ،ﺍﳌﻜﺘﺐ ﺍﻟﻌﺮﰊ ﺍﳊﺪﻳﺚ ،ﺍﻹﺳﻜﻨﺪﺭﻳﺔ ،2000 .ﺹ 33 :
www.veecos.net 10
Rs-communication.blogspot.com
ﻃﺮﻳﻘﺔ ﻣﻦ ﻃﺮﻕ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﻌﻠﻤﻲ ﺍﳌﻨﻈﻢ ﻟﻐﺮﺽ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﺃﻫﺪﺍﻑ ﳏﺪﺩﺓ ،ﻭﺃﻥ ﻫﺬﺍ ﺍﳌﻨﻬﺞ ﻳﺘﻀﻤﻦ ﻋﺪﺓ ﻋﻤﻠﻴﺎﺕ ﻛﺘﺤﺪﻳﺪ
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ﺍﳍﺪﻑ ﻭﺗﻌﺮﻳﻒ ﻣﺸﻜﻠﺔ ﺍﻟﺒﺤﺚ ﻭﲢﻠﻴﻠﻬﺎ ﻭﺗﻔﺴﲑ ﺍﻟﻨﺘﺎﺋﺞ ﻭﺍﻟﻮﺻﻮﻝ ﺇﱃ ﺍﺳﺘﻨﺘﺎﺟﺎﺕ ﳏﺪﺩﺓ"
ﻭﻳﺴﺘﺨﺪﻡ ﻫﺬﺍ ﺍﳌﻨﻬﺞ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭ ﺍﻻﺗﺼﺎﻝ ﰲ ﳎﺎﻻﺕ ﻋﺪﻳﺪﺓ ،ﻳﺬﻛﺮ ﻣﻨﻬﺎ " :ﰲ ﳎﺎﻝ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ
ﻟﻠﺘﻌﺮﻑ ﻋﻠﻰ ﻧﺸﺎﻃﺎﺎ ﺍﳌﺨﺘﻠﻔﺔ ﺍﳋﺎﺻﺔ ﺑﺎﻟﺒﺚ ﻭﺍﻟﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ ﻭﺍﻹﻋﻼﻥ ﻭﺳﲑ ﺍﻟﻌﻤﻞ ﺍﻟﻔﲏ ﺍﻹﻋﻼﻣﻲ ﻭ ﺍﻟﺘﺴﻴﲑﻱ ﺍﻹﺩﺍﺭﻱ
ﻭﺍﳌﺎﱄ ﻭﺍﻻﺟﺘﻤﺎﻋﻲ ﺍﳋﺎﺹ ﺑﺎﻟﻌﺎﻣﻠﲔ " 2ﻭﰲ ﻫﺬﻩ ﺍﻟﻮﻇﺎﺋﻒ ﺟﺎﻧﺐ ﳜﺪﻡ ﻫﺬﺍ ﺍﻟﺒﺤﺚ ،ﻭﻳﺘﻮﺍﻓﻖ ﻣﻊ ﺍﻷﻫﺪﺍﻑ ﺍﳌﺮﺟﻮﺓ ﻣﻨﻪ ،
ﻓﺒﺈﺗﺒﺎﻉ ﻫﺬﺍ ﺍﳌﻨﻬﺞ ﻳﺘﻢ ﺗﻮﻓﲑ ﺑﻴﺎﻧﺎﺕ ﻣﻔﺼﻠﺔ ﻋﻦ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ،ﻛﻮﺍﻗﻊ ﻓﻌﻠﻲ ،ﺩﺧﻞ ﺿﻤﻦ ﺍﻟﻨﺸﺎﻃﺎﺕ ﺍﻟﻴﻮﻣﻴﺔ
ﻟﻼﻧﺘﺮﻧﺖ ،ﻭﺃﺻﺒﺢ ﺟﺰﺀﺍ ﻣﻨﻬﺎ ،ﻭ ﺫﻟﻚ ﻣﻦ ﺃﺟﻞ ﺗﻘﺪﱘ ﺗﻔﺴﲑﺍﺕ ﻭﺍﻓﻴﺔ ﻋﻨﻪ ،ﻭﻋﻦ ﻛﻞ ﻣﺎ ﻳﺘﻌﻠﻖ ﲟﺴﺘﺠﺪﺍﺗﻪ ﻋﱪ ﻭﺳﻴﻠﺔ
ﺍﺗﺼﺎﻟﻴﺔ ﺣﺪﻳﺜﺔ .
ﻓﻘﺪ ﻗﻤﻨﺎ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﳌﻨﻬﺞ ﻟﺘﺒﻴﺎﻥ ﺁﻟﻴﺎﺕ ﺍﻟﺘﺮﻭﻳﺞ ﺍﳌﺴﺘﺨﺪﻣﺔ ﳌﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﺑﲔ ﺟﻮﺍﻥ
2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻭﻗﺪ ﺍﺧﺘﺮﻧﺎ ﻫﺬﻩ ﺍﻟﻔﺘﺮﺓ ﻣﻦ ﺃﺟﻞ ﺣﺼﺮ ﻣﺪﺓ ﺍﻟﺒﺤﺚ ﻣﻦ ﺃﺟﻞ ﺍﻟﺘﺤﻜﻢ ﰲ ﺳﲑ ﺍﻟﺒﺤﺚ،
ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺃﻥ ﺍﻹﺣﺼﺎﺋﻴﺎﺕ ﺍﳌﺘﻮﻓﺮﺓ ﻟﺪﻳﻨﺎ ﺗﺘﻌﻠﻖ ﺑﺎﳌﺪﺓ ﺍﻟﺴﺎﻟﻔﺔ ﺍﻟﺬﻛﺮ ،ﻭﲡﺪﺭ ﺍﻹﺷﺎﺭﺓ ﺇﱃ ﺃﻥ ﻃﺒﻴﻌﺔ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﻫﻲ
ﺩﺭﺍﺳﺔ ﺍﺳﺘﻄﻼﻋﻴﺔ ﺍﺳﺘﻜﺸﺎﻓﻴﺔ.
-1ﻋﻠﻲ ﺍﺣﺴﺎﻥ ﺷﻮﻛﺖ ،ﻓﻮﺯﻱ ﻋﺒﺪ ﺍﳋﺎﻟﻖ ﻓﺎﺋﻖ :ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ :ﻣﻨﺎﻫﺠﻪ ،ﺃﺳﺎﻟﻴﺒﻪ ،ﻭﺃﺩﻭﺍﺗﻪ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﳌﻨﺎﻫﺞ ،2004 ،ﺹ.77
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-ﺃﲪﺪ ﺑﻦ ﻣﺮﺳﻠﻲ :ﻣﻨﺎﻫﺞ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭ ﺍﻻﺗﺼﺎﻝ ،ﺍﳉﺰﺍﺋﺮ ،ﺩﻳﻮﺍﻥ ﺍﳌﻄﺒﻮﻋﺎﺕ ﺍﳉﺎﻣﻌﻴﺔ ،ﻁ ، ،2005 ،2ﺹ 290
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-ﳏﲕ ﳏﻤﺪ ﻣﺴﻌﺪ :ﻛﻴﻔﻴﺔ ﻛﺘﺎﺑﺔ ﺍﻷﲝﺎﺙ ﻭ ﺍﻹﻋﺪﺍﺩ ﻟﻠﻤﺤﺎﺿﺮﺍﺕ ،ﺍﻟﻄﺒﻌﺔ ﺍﻟﺜﺎﻧﻴﺔ ،ﺍﳌﻜﺘﺐ ﺍﻟﻌﺮﰊ ﺍﳊﺪﻳﺚ ،ﺍﻹﺳﻜﻨﺪﺭﻳﺔ ،2000 .ﺹ 39
ﺍﻟﻈﺮﻭﻑ " 1ﻓﻬﺬﺍ ﺍﻹﻃﺎﺭ ﺍﳊﺮ ﰲ ﺍﺳﺘﻘﺎﺀ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺩﻭﻥ ﺣﺼﺮ ﺃﻭ ﻗﻴﺪ ﻳﺘﻤﺎﺷﻰ ﻭ ﻃﺒﻴﻌﺔ ﺍﻟﺒﺤﺚ ،ﺑﺴﺒﺐ ﺍﻧﻌﺪﺍﻡ ﻭﺟﻮﺩ
ﻣﻌﻠﻮﻣﺎﺕ ﻣﺴﺒﻘﺔ ﻋﻦ ﺍﳌﻮﺿﻮﻉ ﺍﳌﺪﺭﻭﺱ ،ﻭ ﺑﺎﻟﺘﺎﱄ ﻓﻤﻦ ﺍﳌﻬﻢ ﺃﻥ ﺗﻜﻮﻥ ﻋﻤﻠﻴﺔ ﺍﳌﻘﺎﺑﻠﺔ ﺍﺳﺘﻄﻼﻋﻴﺔ .
ﻫﺬﺍ ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺗﻮﻇﻴﻒ ﺃﺩﺍﺓ ﺍﳌﻼﺣﻈﺔ ،ﻭﺍﻟﱵ ﻳﻌﺮﻓﻬﺎ ﺍﻷﺳﺘﺎﺫ ﺃﲪﺪ ﺑﻦ ﻣﺮﺳﻠﻲ ﲟﺎﻳﻠﻲ"ﺍﳌﻼﺣﻈﺔ ﰲ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ ﻫﻲ
ﻣﺸﺎﻫﺪﺓ ﻟﻠﻈﺎﻫﺮﺓ ﺍﳌﺪﺭﻭﺳﺔ ﻋﻦ ﻛﺜﺐ ،ﰲ ﺇﻃﺎﺭﻫﺎ ﺍﳌﺘﻤﻴﺰ ﻭﻭﻓﻖ ﻇﺮﻭﻓﻬﺎ ﺍﻟﻄﺒﻴﻌﻴﺔ ،ﺣﻴﺚ ﻳﺘﻤﻜﻦ ﺍﻟﺒﺎﺣﺚ ﻣﻦ ﻣﺮﺍﻗﺒﺔ ﺗﺼﺮﻓﺎﺕ
ﻭﺗﻔﺎﻋﻼﺕ ﺍﳌﺒﺤﻮﺛﲔ " 2ﻓﺎﳌﻼﺣﻈﺔ ﰎ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻫﻨﺎ ﺑﻐﻴﺔ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﳐﺘﻠﻒ ﺍﻷﺷﻴﺎﺀ ﺍﻟﱵ ﻳﻼﺣﻈﻬﺎ ﺍﻟﻄﺎﻟﺐ ﺃﺛﻨﺎﺀ ﻫﺬﺍ
ﺍﻟﺒﺤﺚ ،ﺳﻮﺍﺀ ﰲ ﺇﻃﺎﺭﻩ ﺍﻟﻨﻈﺮﻱ ﺃﻭ ﺍﻟﺘﻄﺒﻴﻘﻲ ﻣﻦ ﺧﻼﻝ ﻣﺘﺎﺑﻌﺔ ﻋﻤﻞ ﺍﳌﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﰲ ﺍﻟﺘﺮﻭﻳﺞ ﺳﻮﺍﺀ ﻣﻮﻗﻊ
veecos.netﺃﻭ ﺍﳌﻮﺍﻗﻊ ﺍﻷﺧﺮﻯ.
ﲢﺪﻳﺪ ﺍﳌﻔﺎﻫﻴﻢ:
ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ :ﻣﻮﻗﻊ ﺍﻟﻮﻳﺐ ﻫﻮ ﻋﺒﺎﺭﺓ ﻋﻦ ﳎﻤﻮﻋﺔ ﺻﻔﺤﺎﺕ ﻭﻳﺐ ﻣﺮﺗﺒﻄﺔ ﺑﺒﻌﻀﻬﺎ ﺍﻟﺒﻌﺾ ،ﳝﻜﻦ ﻣﺸﺎﻫﺪﺓ ﻣﻮﺍﻗﻊ
ﺍﻟﻮﻳﺐ ﻋﱪ ﺑﺮﺍﻣﺞ ﰲ ﺟﻬﺎﺯ ﺍﳊﺎﺳﻮﺏ ﺗﺪﻋﻰ ﻣﺘﺼﻔﺤﺎﺕ ﺍﻟﻮﻳﺐ .ﻛﻤﺎ ﳝﻜﻦ ﻋﺮﺽ ﺍﳌﻮﺍﻗﻊ ﺑﻮﺍﺳﻄﺔ ﺍﳍﻮﺍﺗﻒ ﺍﻟﻨﻘﺎﻟﺔ ﻋﱪ ﺗﻘﻨﻴﺔ
ﺍﻟﻮﻳﺐ.
"ﻣﻌﻈﻢ ﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﺗﺘﻮﺍﺟﺪ ﻋﻠﻰ ﺍﻷﻗﻞ ﺻﻔﺤﺔ ﺑﺪﺍﻳﺔ ﺗﻌﺮﺽ ﳏﺘﻮﻯ ﺫﻟﻚ ﺍﳌﻮﻗﻊ ،ﻛﻤﺎ ﲢﺘﻮﻱ ﻋﻠﻰ ﺍﻻﺭﺗﺒﺎﻃﺎﺕ ﺍﻟﺘﺸﻌﺒﻴﺔ
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ﻟﺼﻔﺤﺎﺗﻪ ﺃﻭ ﻟﺼﻔﺤﺎﺕ ﻣﻮﺍﻗﻊ ﻭﻳﺐ ﺃﺧﺮﻯ .ﻟﻜﻞ ﺻﻔﺤﺔ ﻭﻳﺐ ﺭﺍﺑﻂ)" (URL
ﲣﺘﻠﻒ ﺃﻫﺪﺍﻑ ﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﻓﻤﻨﻬﺎ ﻣﺎ ﻫﻮ ﻟﻺﻋﻼﻥ ﻋﻦ ﺍﳌﻨﺘﺠﺎﺕ ،ﻛﻤﺎ ﺃﻥ ﻫﻨﺎﻙ ﻣﻮﺍﻗﻊ ﻟﻠﺪﺭﺩﺷﺔ ﺃﻭ ﻣﻨﺘﺪﻳﺎﺕ ﻟﻠﻨﻘﺎﺵ
ﻭﺍﳊﺪﻳﺚ ﺑﲔ ﻣﺴﺘﺨﺪﻣﻲ ﺍﻟﻮﻳﺐ ،ﻭﻳﻮﺟﺪ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ﻣﺎ ﻳﻌﺮﻑ ﺑﺎﳌﺪﻭﻧﺎﺕ ﻭﻫﻲ ﻣﻮﺍﻗﻊ ﻭﻳﺐ ﻳﺴﺮﺩ ﻓﻴﻬﺎ ﻣﺆﻟﻔﻬﺎ ﻣﺎ ﻳﺮﻳﺪ
ﺍﻟﻜﺘﺎﺑﺔ ﻋﻨﻪ ،ﻭﻣﻮﺍﺿﻴﻊ ﺃﺧﺮﻯ .ﻛﻤﺎ ﳝﻜﻦ ﻟﻠﺰﻭﺍﺭ ﺍﻟﺮﺩ ﻋﻠﻰ ﻣﺎ ﻳﻜﺘﺐ.
ﳝﻜﻦ ﻟﻠﻤﺴﺘﺨﺪﻡ ﺩﺧﻮﻝ ﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﻋﻦ ﻃﺮﻳﻖ ﺑﺎﻟﺮﺍﺑﻂ ) (URLﻭﺍﻟﺬﻱ ﻳﻜﺘﺐ ﰲ ﺷﺮﻳﻂ ﺍﻟﻌﻨﻮﺍﻥ ﰲ ﻣﺘﺼﻔﺢ
ﺍﻟﻮﻳﺐ .ﻭﺗﺘﻜﻮﻥ ﺻﻔﺤﺎﺕ ﺍﻟﻮﻳﺐ ﻏﺎﻟﺒﹰﺎ ﻣﻦ ﻋﻨﺎﻭﻳﻦ ﻣﺸﺎﺔ ﻟﻠﻌﻨﻮﺍﻥ ﺍﻟﺮﺋﻴﺴﻲ ﻟﻠﻤﻮﻗﻊ ﺃﻱ ﺃﺎ ﲟﺜﺎﺑﺔ ﻓﺮﻉ ﻣﻨﻪ.
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-ﻃﺎﻫﺮ ﻣﺮﺳﻲ ﻋﻄﻴﺔ :ﺇﻋﺪﺍﺩ ﺭﺳﺎﺋﻞ ﺍﳌﺎﺟﺴﺘﲑ ﻭ ﺍﻟﺪﻛﺘﻮﺭﺍﻩ ،ﺍﻟﻘﺎﻫﺮﺓ ،ﺩﺍﺭ ﺍﻟﻨﻬﻀﺔ،ﺩ ﺕ،ﺹ 111
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-ﺍﲪﺪ ﺑﻦ ﻣﺮﺳﻠﻲ ،ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ ،ﺹ203
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-ﺍﺑﺮﺍﻫﻴﻢ ﺍﻟﺒﻨﺪﺍﺭﻱ :ﺍﻻﻧﺘﺮﻧﺖ ﺍﳌﻜﻮﻧﺎﺕ ﻭﺍﳋﺪﻣﺎﺕ ،ﺩ.ﻡ.ﻥ ،1999،ﺹ16
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Rs-communication.blogspot.com
*ﻣﻮﺍﻗﻊ ﺫﺍﺕ ﺍﶈﺘﻮﻯ ﺍﻟﺘﻔﺎﻋﻠﻲ:ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﺟﺎﺀ ﺍﺳﺘﺠﺎﺑﺔ ﻟﺮﻏﺒﺎﺕ ﺍﳌﺴﺘﺨﺪﻣﲔ ﰲ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ
ﻭﺗﺒﺪﻭ ﺍﻟﺘﻔﺎﻋﻠﻴﺔ ﻓﻴﻪ ﻣﻦ ﺧﻼﻝ ﺇﺿﺎﻓﺔ ﻣﻮﺍﺿﻴﻊ ﺟﺪﻳﺪﺓ ﺃﻭ ﺍﻟﺮﺩ ﻋﻠﻰ ﺍﳌﻮﺍﺿﻴﻊ ﺍﳌﻨﺸﻮﺭﺓ ﻭﻣﺸﺎﺭﻛﺔ ﺍﻵﺧﺮﻳﻦ ﰲ ﺍﳌﻮﺍﺿﻴﻊ
ﺍﳌﻄﺮﻭﺣﺔ 1"...ﻭﻳﺸﻬﺪ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﺍﺯﺩﻫﺎﺭﺍ ﻭﺭﻭﺍﺟﺎ ﻛﺒﲑﻳﻦ ﻫﺬﻩ ﺍﻷﻳﺎﻡ ،ﺣﻴﺚ ﺗﻜﺘﺴﻲ ﺍﻻﻧﺘﺮﻧﺖ ﻫﺬﻩ ﺍﻷﻳﺎﻡ ﺻﺒﻐﺔ ﺍﺟﺘﻤﺎﻋﻴﺔ.
ﻭﻗﺪ ﺗﻄﻮﺭﺕ ﺃﻛﺜﺮ ﻣﻊ ﻇﻬﻮﺭ ﺍﻟﻮﻳﺐ .02
ﻣﻮﻗﻊ veecos.netﺍﻻﻟﻜﺘﺮﻭﱐ :ﻫﻮ ﻣﻮﻗﻊ ﺍﻟﻜﺘﺮﻭﱐ ﺗﻔﺎﻋﻠﻲ ﺗﺎﺑﻊ ﳌﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ "ﳝﺜﻞ ﺍﻟﻮﺍﺟﻬﺔ ﺍﻹﻋﻼﻣﻴﺔ
ﳌﻜﺘﺐ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ﻭﻏﺎﻳﺔ ﺍﳌﻮﻗﻊ ﻫﻲ ﺭﺿﻮﺍﻥ ﺍﷲ ﺗﻌﺎﱃ ،ﺃﻣﺎ ﺭﺳﺎﻟﺘﻪ ﰲ ﺍﳊﻴﺎﺓ :ﻫﻲ ﺍﻟﺘﻐﻴﲑ ﰲ ﺍﳌﻨﻬﺞ ﻣﻦ ﻣﻨﻄﻠﻖ ﻗﺮﺁﱐ
ﻭﻗﺪ ﺃﻧﺸﺊ ﺍﳌﻮﻗﻊ ﰲ 13ﻣﺎﺭﺱ 2"2006ﻭﻳﻀﻢ ﻫﺬﺍ ﺍﳌﻮﻗﻊ ﻋﺪﺓ ﳏﺎﻭﺭ ﻭﻫﻲ ﳏﻮﺭ ﺍﳊﻀﺎﺭﺓ ﻭﺍﻟﻔﻜﺮ ،ﳏﻮﺭ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ،
ﳏﻮﺭ ﺍﻟﺘﺮﺑﻴﺔ ﻭﺍﻟﺘﻌﻠﻴﻢ ،ﳏﻮﺭ ﺍﻹﺑﺪﺍﻉ ﺍﻟﻔﲏ ﻭﺍﻷﺩﰊ .ﻛﻤﺎ ﻳﻀﻢ ﺍﳌﻮﻗﻊ ﺛﻼﺛﺔ ﻣﻼﺣﻖ ﻣﻨﻬﺎ media .veecos.netﺍﻟﺬﻱ
ﻳﻀﻢ ﺻﻮﺗﻴﺎﺕ ﻭﳏﺎﺿﺮﺍﺕ ﻣﺮﺋﻴﺔ ﻭﺗﺼﺎﻣﻴﻢ ﻓﻨﻴﺔ ،ﻭﻫﻨﺎﻙ ﻣﻠﺤﻖ ﺻﻤﻢ ﺧﺼﻴﺼﺎ ﻟﻸﻃﻔﺎﻝ ﻭﻫﻮ kids.veecos.net :
ﺣﻴﺚ ﻳﻀﻢ ﻣﻮﺍﺿﻴﻊ ﻭﻣﺸﺎﺭﻛﺎﺕ ﰲ ﻣﻮﺿﻮﻉ ﺍﻟﺘﺮﺑﻴﺔ ﻭﺗﻌﻠﻴﻢ ﺍﻷﻃﻔﺎﻝ ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻋﺮﻭﺽ ﰲ ﻣﻮﺿﻮﻉ ﺍﻟﺮﺅﻳﺎ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ
ﻟﻸﻃﻔﺎﻝ .ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻣﻨﺘﺪﻯ forum.veecos.netﻫﻮ ﻣﻨﺘﺪﻯ ﻟﻠﻨﻘﺎﺵ ﻭﺗﺒﺎﺩﻝ ﺍﻟﺮﺅﻯ ﻳﻀﻢ ﻋﺪﺓ ﻣﻮﺍﺿﻴﻊ ﻣﻨﻬﺎ
ﻣﻮﺿﻮﻉ ﺍﻟﺮﺅﻳﺎ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ ،ﻣﻮﺿﻮﻉ ﻣﻨﺎﻫﺞ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ .
ﺍﻟﺘﺮﻭﻳﺞ :ﻭﻧﻘﺼﺪ ﺑﻪ ﺍﻟﻌﻨﺼﺮ ﺍﻟﺮﺑﻊ ﰲ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻭﻫﻮ ﻗﻴﺎﻡ ﺍﳌﻨﻈﻤﺔ ﺍﻟﺮﲝﻴﺔ ﻣﻨﻬﺎ ﻭﻏﲑ ﺍﻟﺮﲝﻴﺔ ﺑﺎﻟﺘﻌﺮﻳﻒ ﲟﺸﺎﺭﻳﻌﻬﺎ
ﻭﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺍﳌﻬﺘﻤﲔ ﺎ ﻭﺍﳌﺴﺘﻔﻴﺪﻳﻦ ﻣﻦ ﺧﺪﻣﺎﺎ ،ﻭﻛﺬﺍ ﳏﺎﻭﻟﺔ ﺍﻹﺑﻘﺎﺀ ﻋﻠﻰ ﻫﺆﻻﺀ ﺍﳌﺴﺘﻔﻴﺪﻳﻦ ﻭﻗﺪ ﻋﺮﻓﻪ ﺍﻟﺪﻛﺘﻮﺭ ﺑﺸﲑ
ﺍﻟﻌﻼﻕ ﲟﺎﻳﻠﻲ ":ﻛﻠﻤﺔ ﺍﻟﺘﺮﻭﻳﺞ ﺗﻌﲏ ﺑﺎﻟﻠﻐﺔ ﺍﻟﻌﺮﺑﻴﺔ )ﺭﻭﺝ :ﺭﺍﺝ،ﺭﻭﺍﺟﺎ :ﻧﻔﻖ ﻭﺭﻭﺟﺘﻪ ﺗﺮﻭﳚﺎ :ﻧﻔﻘﺘﻪ( ﺇﺫﻥ ﻛﻠﻤﺔ ﺗﺮﻭﻳﺞ
ﻳﻌﲏ ﺗﻨﻔﻴﻖ ﺍﻟﺸﻲﺀ ﻭﺣﱴ ﻳﻨﻔﻖ ﻫﺬﺍ ﺍﻟﺸﻲﺀ ﻻﺑﺪ ﻣﻦ ﺍﻻﺗﺼﺎﻝ ﺑﺎﻵﺧﺮﻳﻦ ﻭﺗﻌﺮﻳﻒ ﺍﻟﻨﺎﺱ ﺑﺎﻟﺴﻠﻊ ﻭﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﳝﺘﻠﻜﻬﺎ ﺍﻟﺒﺎﺋﻊ
ﻭﻳﻌﺮﻑ ﺍﻟﺘﺮﻭﻳﺞ ﺑﺄﻧﻪ) ﺍﻟﺘﻨﺴﻴﻖ ﺑﲔ ﺟﻬﻮﺩ ﺍﳌﻨﺘﺞ ﰲ ﺇﻗﺎﻣﺔ ﻣﻨﺎﻓﺬ ﻟﻠﻤﻌﻠﻮﻣﺎﺕ ﻭﰲ ﻋﻤﻠﻴﺔ ﺗﺴﻬﻴﻞ ﺑﻴﻊ ﺍﻟﺴﻠﻌﺔ ﺃﻭ ﺍﳋﺪﻣﺔ ﺃﻭ ﰲ
ﻗﺒﻮﻝ ﻓﻜﺮﺓ ﻣﻌﻴﻨﺔ (" 3ﻭﲡﺪﺭ ﺍﻹﺷﺎﺭﺓ ﺇﱃ ﺃﻥ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﻳﻨﻘﺴﻢ ﺇﱃ ﻗﺴﻤﲔ ﳘﺎ :ﺍﻟﺘﺮﻭﻳﺞ ﺧﺎﺭﺝ ﺷﺒﻜﺔ
ﺍﻻﻧﺘﺮﻧﺖ ﻭﺍﻟﻘﺴﻢ ﺍﻟﺜﺎﱐ ﻫﻮ ﺍﻟﺘﺮﻭﻳﺞ ﺩﺍﺧﻞ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ.
ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﺴﺎﺑﻘﺔ
ﻣﻦ ﺧﻼﻝ ﺍﻟﺰﻳﺎﺭﺍﺕ ﺍﳌﺘﻜﺮﺭﺓ ﳌﻜﺘﺒﺎﺕ ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﻭﻣﺮﻛﺰ ceristﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ ﻭﻗﻔﻨﺎ ﻋﻠﻰ ﺍﻟﻨﻘﺺ ﺍﻟﻔﺎﺩﺡ ﰲ
ﺍﻟﺮﺳﺎﺋﻞ ﺍﳉﺎﻣﻌﻴﺔ ﺍﻟﱵ ﺗﻨﺎﻭﻟﺖ ﻣﻮﺿﻮﻉ ﺍﻻﻧﺘﺮﻧﺖ ﻋﺎﻣﺔ ﻭﻣﻮﺿﻮﻉ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﻋﻠﻰ ﻭﺟﻪ ﺍﳋﺼﻮﺹ ﺇﻻ ﺃﻧﻨﺎ
ﻭﺟﺪﻧﺎ ﺑﻌﺾ ﺍﻟﺮﺳﺎﺋﻞ ﺍﳉﺎﻣﻌﻴﺔ ﲢﺪﺛﺖ ﻋﻦ ﻣﻮﺿﻮﻋﺎﺕ ﻣﺘﻌﻠﻘﺔ ﺑﺎﻻﻧﺘﺮﻧﺖ ﻓﺤﺎﻭﻟﻨﺎ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻨﻬﺎ ،ﻭﻣﻦ ﺑﲔ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺎﺕ
ﻧﺬﻛﺮ :
1
-ﺍﺑﺮﺍﻫﻴﻢ ﺍﻟﺒﻨﺪﺍﺭﻱ :ﺍﻻﻧﺘﺮﻧﺖ ﺍﳌﻜﻮﻧﺎﺕ ﻭﺍﳋﺪﻣﺎﺕ ،ﺩ.ﻡ.ﻥ ، 1999،ﺹ16
2
-ﳏﻤﺪ ﺑﻦ ﻣﻮﺳﻰ ﺑﺎﺑﺎﻋﻤﻲ veecos.net :ﻗﺪ ﺑﻠﻎ ﺍﻟﻔﻄﺎﻡ ،ﻣﻮﻗﻊ ،veecos.netﺯﻳﺎﺭﺓ ﻳﻮﻡ 12ﺩﻳﺴﻤﱪ،2008ﺍﻟﺴﺎﻋﺔ 9:00
-3ﺑﺸﲑ ﺍﻟﻌﻼﻕ ،ﳏﻤﺪ ﺭﺑﺎﺑﻌﺔ ﻋﻠﻲ :ﺍﻟﺘﺮﻭﻳﺞ ﻭ ﺍﻹﻋﻼﻥ ﺍﻟﺘﺠﺎﺭﻱ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﻟﻴﺎﺯﻭﺭﻱ ﺍﻟﻌﻠﻤﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ ، 2007 ،ﺹ 61
* ﺃﻃﺮﻭﺣﺔ ﺩﻛﺘﻮﺭﺍﻩ ﻣﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﺍﻟﺒﺎﺣﺚ ﺣﺴﻦ ﳏﻤﺪ ﺣﺴﻦ ﻣﻨﺼﻮﺭ ﲢﺖ ﻋﻨﻮﺍﻥ ﺍﻹﻋﻼﻡ ﺍﻟﻌﺮﰊ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ،
ﻗﺴﻢ ﺍﻟﺼﺤﺎﻓﺔ ﻭﺍﻹﻋﻼﻡ ﲜﺎﻣﻌﺔ ﺍﻷﺯﻫﺮ ﺳﻨﺔ 2007ﺣﺎﻭﻟﺖ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﻣﺪﻯ ﺍﺳﺘﺜﻤﺎﺭ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ
ﺍﻟﻌﺮﺑﻴﺔ )ﺻﺤﻒ – ﳎﻼﺕ -ﳏﻄﺎﺕ ﺭﺍﺩﻳﻮ -ﻗﻨﻮﺍﺕ ﺗﻠﻴﻔﺰﻳﻮﻥ( ﻟﻠﻤﺰﺍﻳﺎ ﺍﻟﺘﻘﻨﻴﺔ ﻭﺍﳋﺪﻣﺎﺕ ﺍﻟﺘﻔﺎﻋﻠﻴﺔ ﺍﻟﱵ ﺗﻮﻓﺮﻫﺎ ﺷﺒﻜﺔ
ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﻟﺪﻭﻟﻴﺔ )ﺍﻻﻧﺘﺮﻧﺖ( ،ﻭﺩﺭﺟﺔ ﺗﻮﻓﲑ ﺗﻠﻚ ﺍﳌﻮﺍﻗﻊ ﻟﻌﻨﺎﺻﺮ ﺍﶈﺘﻮﻯ ﺍﻟﱵ ﺗﺪﻋﻢ ﺍﻟﻮﺳﻴﻠﺔ ﺍﻹﻋﻼﻣﻴﺔ ﺍﻟﱵ ﺗﺼﺪﺭ ﻋﻨﻬﺎ
ﺑﺎﺳﺘﺨﺪﺍﻡ ﺃﺳﺎﻟﻴﺐ ﲢﻠﻴﻠﻴﺔ – ﺗﻘﻮﳝﻴﺔ.
* ﺭﺳﺎﻟﺔ ﻣﺎﺟﻴﺴﺘﺎﺭ ﻣﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﺍﻟﻄﺎﻟﺐ ﳏﻤﺪ ﺍﻟﻄﻴﺐ ﺯﺍﻭﻱ ﲢﺖ ﻋﻨﻮﺍﻥ )ﺍﻹﻋﻼﻡ ﺍﻹﺳﻼﻣﻲ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳌﻌﺎﺻﺮ
ﻣﻊ ﺩﺭﺍﺳﺔ ﻭﺻﻔﻴﺔ ﻟـ 43ﻣﻮﻗﻌﺎ ﺇﺳﻼﻣﻴﺎ ،ﻗﺴﻢ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ﺑﻜﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ
ﺑﻦ ﺧﺪﺓ ﺳﻨﺔ 2004ﺣﻴﺚ ﲢﺪﺙ ﺍﻟﻄﺎﻟﺐ ﰲ ﺍﻟﻔﺼﻮﻝ ﺍﻷﻭﱃ ﻟﺒﺤﺜﻪ ﻋﻦ ﺍﻹﻋﻼﻡ ﺍﻹﺳﻼﻣﻲ ﻭﻃﺒﻴﻌﺔ ﺍﻟﺼﺮﺍﻉ ﺑﲔ ﺍﻷﺩﻳﺎﻥ
ﺣﻴﺚ ﺃﺷﺎﺭ ﺇﱃ ﺍﳊﺮﺏ ﺍﻟﺪﺍﺋﺮ ﺭﺣﺎﻫﺎ ﰲ ﺍﻻﻧﺘﺮﻧﺖ ﺧﺼﻮﺻﺎ ﻭﰲ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻣﻴﺔ ﺍﻷﺧﺮﻯ،ﰒ ﻗﺎﻡ ﺑﺪﺭﺍﺳﺔ ﻭﺻﻔﻴﺔ ﻟـ43
ﻣﻮﻗﻌﺎ ﺍﻟﻜﺘﺮﻭﻧﻴﺎ ﺇﺳﻼﻣﻴﺎ ﺑﻌﻀﻬﺎ ﻧﺎﻃﻖ ﺑﺎﻟﻌﺮﺑﻴﺔ ﻭﺑﻌﻀﻬﺎ ﺍﻵﺧﺮ ﻧﺎﻃﻖ ﺑﺎﻟﻠﻐﺔ ﺍﻟﻔﺮﻧﺴﻴﺔ ،ﺣﻴﺚ ﻗﺎﻡ ﺑﺪﺭﺍﺳﺔ ﳏﺘﻮﻯ ﻫﺬﻩ ﺍﳌﻮﺍﻗﻊ ﰒ
ﻗﺎﻡ ﺑﺘﺤﻠﻴﻞ ﻣﻘﺎﺭﻥ ﻟﻮﻇﺎﺋﻒ ﻫﺬﻩ ﺍﳌﻮﺍﻗﻊ ﺳﻮﺍﺀ ﺍﻟﻨﺎﻃﻘﺔ ﺑﺎﻟﻠﻐﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺃﻭ ﺍﻟﻔﺮﻧﺴﻴﺔ .
*ﺭﺳﺎﻟﺔ ﻣﺎﺟﻴﺴﺘﺎﺭ ﻣﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﺍﻟﻄﺎﻟﺒﺔ ﻓﻨﺪﻭﺷﻲ ﺭﺑﻴﻌﺔ ﲢﺖ ﻋﻨﻮﺍﻥ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﺩﺭﺍﺳﺔ ﻭﺻﻔﻴﺔ ﲢﻠﻴﻠﻴﺔ
ﻣﻘﺎﺭﻧﺔ ،ﻗﺴﻢ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ﺑﻜﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ﺳﻨﺔ 2005ﺗﻄﺮﻗﺖ
ﺍﻟﻄﺎﻟﺒﺔ ﰲ ﻫﺬﺍ ﺍﻟﺒﺤﺚ ﺇﱃ ﺍﳊﺪﻳﺚ ﻋﻦ ﺍﻹﻋﻼﻥ ﻋﻤﻮﻣﺎ ﰒ ﺍﻧﺘﻘﻠﺖ ﻹﺑﺮﺍﺯ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﺑﺘﻌﺮﻳﻔﻪ ﻭﺗﺒﻴﺎﻥ ﳐﺘﻠﻒ
ﺍﳋﺼﺎﺋﺺ ﻭﺇﺑﺮﺍﺯ ﳐﺘﻠﻒ ﺃﻧﻮﺍﻋﻪ ،ﻛﻤﺎ ﲢﺪﺛﺖ ﺑﺈﺳﻬﺎﺏ ﻋﻦ ﻣﺘﻄﻠﺒﺎﺕ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻹﻋﻼﻧﻴﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ﰒ ﺍﻧﺘﻬﺖ ﺑﺎﳊﺪﻳﺚ
ﻋﻦ ﳐﺘﻠﻒ ﻃﺮﻕ ﻗﻴﺎﺱ ﻓﻌﺎﻟﻴﺔ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ.
ﺻﻌﻮﺑﺎﺕ ﺍﻟﺪﺭﺍﺳﺔ:
• ﻋﺪﻡ ﲤﻜﻦ ﺍﻟﻄﺎﻟﺐ ﻣﻦ ﺇﺗﻘﺎﻥ ﺍﻟﻠﻐﺎﺕ ﺍﻷﺟﻨﺒﻴﺔ ﻣﺜﻞ ﺍﻻﳒﻠﻴﺰﻳﺔ ﻭﺍﻟﻔﺮﻧﺴﻴﺔ ﳑﺎ ﺷﻜﻞ ﻋﺎﺋﻘﺎ ﺃﻣﺎﻡ ﻣﺘﺎﺑﻌﺔ ﺁﺧﺮ ﺍﻷﺧﺒﺎﺭ
ﺍﻟﻌﻠﻤﻴﺔ ﺣﻮﻝ ﻫﺬﺍ ﺍﳌﻮﺿﻮﻉ ﺧﺎﺻﺔ ﻭﺃﻥ ﺍﺳﻬﺎﻣﺎﺕ ﺍﻟﻌﺮﺏ ﰲ ﻫﺬﺍ ﺍﳌﻮﺿﻮﻉ ﻗﻠﻴﻠﺔ ﺟﺪﺍ.
• ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﻘﺪﳝﺔ ﻟﻠﺘﺮﻭﻳﺞ ﺃﺻﺒﺤﺖ ﻻ ﺗﺘﻮﺍﻓﻖ ﻣﻊ ﺍﻟﺘﻄﻮﺭﺍﺕ ﺍﳉﺪﻳﺪﺓ ﰲ ﺍﻻﻧﺘﺮﻧﺖ.
• ﺍﻟﻨﻘﺺ ﺍﻟﻔﺎﺩﺡ ﰲ ﺍﳌﻜﺘﺒﺔ ﺍﳉﺎﻣﻌﻴﺔ ﻷﺩﺑﻴﺎﺕ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﻭﲞﺎﺻﺔ ﺍﳌﺮﺍﺟﻊ ﺑﺎﻟﻠﻐﺔ ﺍﻟﻌﺮﺑﻴﺔ.
• ﺍﳊﺮﺍﻙ ﺍﻟﻜﺒﲑ ﰲ ﺍﺳﺘﺤﺪﺍﺙ ﺍﻵﻻﺕ ﺍﻟﺘﺮﻭﳚﻴﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ،ﳑﺎ ﺻﻌﺐ ﻋﻠﻰ ﺍﻵﻛﺎﺩﳝﲔ ﻣﺘﺎﺑﻌﺔ ﻫﺬﺍ ﺍﻟﺘﻄﻮﺭ ﺍﻟﺴﺮﻳﻊ.
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:ﻳﻌﺪ ﺍﻟﺘﺮﻭﻳﺞ ﺟﺰﺀ ﻻ ﻳﺘﺠﺰﺀ ﻣﻦ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﱵ ﻳﻌﺘﻤﺪ ﻋﻠﻴﻬﺎ ﺍﳌﻄﻠﺐ ﺍﻷﻭﻝ :ﺗﻌﺮﻳﻒ ﺍﻟﺘﺮﻭﻳﺞ
ﺍﳌﺴﻮﻗﻮﻥ ﻟﻄﺮﺡ ﻣﻨﺘﻮﺝ ﻣﻦ ﺃﺟﻞ ﺍﺳﺘﺨﺪﺍﻣﻪ ﻣﻦ ﻗﺒﻞ ﺍﻟﻨﺎﺱ ،ﻭﻣﻦ ﺍﻟﺘﻌﺮﻳﻔﺎﺕ ﺍﳌﺘﻌﺪﺩﺓ ﻟﻠﺘﺮﻭﻳﺞ ﻧﺬﻛﺮ ﺗﻌﺮﻳﻒ ﺍﻟﺪﻛﺘﻮﺭ ﺑﺸﲑ
ﺍﻟﻌﻼﻕ "ﻛﻠﻤﺔ ﺍﻟﺘﺮﻭﻳﺞ ﺗﻌﲏ ﺑﺎﻟﻠﻐﺔ ﺍﻟﻌﺮﺑﻴﺔ )ﺭﻭﺝ :ﺭﺍﺝ ،ﺭﻭﺍﺟﺎ :ﻧﻔﻖ ﻭﺭﻭﺟﺘﻪ ﺗﺮﻭﳚﺎ :ﻧﻔﻘﺘﻪ( ﺇﺫﻥ ﻛﻠﻤﺔ ﺗﺮﻭﻳﺞ ﻳﻌﲏ
ﺗﻨﻔﻴﻖ ﺍﻟﺸﻲﺀ ،ﻭﺣﱴ ﻳﻨﻔﻖ ﻫﺬﺍ ﺍﻟﺸﻲﺀ ﻻﺑﺪ ﻣﻦ ﺍﻻﺗﺼﺎﻝ ﺑﺎﻵﺧﺮﻳﻦ ،ﻭﺗﻌﺮﻳﻒ ﺍﻟﻨﺎﺱ ﺑﺎﻟﺴﻠﻊ ﻭﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﳝﺘﻠﻜﻬﺎ ﺍﳌﺮﻭﺝ،
ﻭﻳﻌﺮﻑ ﺍﻟﺘﺮﻭﻳﺞ ﺑﺄﻧﻪ) ﺍﻟﺘﻨﺴﻴﻖ ﺑﲔ ﺟﻬﻮﺩ ﺍﳌﻨﺘﺞ ﰲ ﺇﻗﺎﻣﺔ ﻣﻨﺎﻓﺬ ﻟﻠﻤﻌﻠﻮﻣﺎﺕ ﻭﰲ ﻋﻤﻠﻴﺔ ﺗﺴﻬﻴﻞ ﺑﻴﻊ ﺍﻟﺴﻠﻌﺔ ﺃﻭ ﺍﳋﺪﻣﺔ ﺃﻭ ﰲ
ﻗﺒﻮﻝ ﻓﻜﺮﺓ ﻣﻌﻴﻨﺔ (" 1ﻭﻳﻌﺘﱪ ﺍﻟﺘﺮﻭﻳﺞ ﺃﺣﺪ ﻋﻨﺎﺻﺮ ﺍﳌﺰﻳﺞ ﺍﻟﺘﺴﻮﻳﻘﻲ ﻓﻬﻮ ﻳﺘﺄﺛﺮ ﺑﺎﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﻟﺴﻠﻌﺔ ﺃﻭ
ﺍﳋﺪﻣﺔ.
ﺍﻷﻫﺪﺍﻑ ﻭ ﺍﳌﻮﺍﺭﺩ
ﺍﳌﻨﺘﺞ
ﺍﻟﺘﻮﺯﻳﻊ
ﺍﳌﺰﻳﺞ ﺍﻟﺘﺮﻭﻳـﺠﻲ
* ﺍﻹﻋﻼﻥ
ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ
* ﺍﻟﺒﻴﻊ ﺍﻟﺸﺨﺼﻲ
* ﺗﻨﺸﻴﻂ ﺍﻟﺒﻴﻊ
* ﺍﻟﻨﺸﺮ
-1ﺑﺸﲑ ﺍﻟﻌﻼﻕ‘ ﳏﻤﺪ ﺭﺑﺎﺑﻌﺔ ﻋﻠﻲ :ﺍﻟﺘﺮﻭﻳﺞ ﻭ ﺍﻹﻋﻼﻥ ﺍﻟﺘﺠﺎﺭﻱ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﻟﻴﺎﺯﻭﺭﻱ ﺍﻟﻌﻠﻤﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ ،2007 ،ﺹ 61
2
-ﻋﻤﺮ ﻭﺻﻔﻲ ﻋﻘﻴﻠﻲ ،ﻗﺤﻄﺎﻥ ﺑﺪﺭ ﺍﻟﻌﺒﺪﱄ ،ﲪﺪ ﺭﺍﺷﺪ ﺍﻟﻐﺪﻳﺮ :ﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ )ﻣﺪﺧﻞ ﻣﺘﻜﺎﻣﻞ( ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺯﻫﺮﺍﻥ ﻟﻠﻨﺸﺮ ،1996 ،ﺍﻟﺼﻔﺤﺔ 190
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ﺍﳌﻄﻠﺐ ﺍﻟﺜﺎﱐ :ﺃﳘﻴﺔ ﻭﺃﻫﺪﺍﻑ ﺍﻟﺘﺮﻭﻳﺞ
ﻣﻦ ﺑﻌﺪ ﺍﻟﺘﻄﻮﺭ ﺍﳍﺎﺋﻞ ﻟﻠﻤﺠﺘﻤﻌﺎﺕ ﻭﺍﻧﻔﺘﺎﺣﻬﺎ ﻋﻠﻰ ﺑﻌﻀﻬﺎ ﺍﻟﺒﻌﺾ ﻭﺩﺧﻮﻝ ﺍﳌﻨﺘﺠﺎﺕ -1ﺃﳘﻴﺔ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺮﻭﳚﻲ:
ﺇﱃ ﺑﻴﺌﺎﺕ ﺟﺪﻳﺪﺓ ﺑﻌﻴﺪﺓ ﻋﻦ ﺍﶈﻴﻂ ﺍﻟﺬﻱ ﺃﻧﺘﺠﺖ ﻓﻴﻪ ﰲ ﻏﺎﻟﺐ ﺍﻷﺣﻴﺎﻥ ﻭﻫﺬﺍ ﺑﺸﻜﻞ ﺳﺮﻳﻊ ﻭﻣﺴﺘﻤﺮ ،ﳑﺎ ﺯﺍﺩ ﻣﻦ ﺃﳘﻴﺔ
ﺍﻟﻘﻴﺎﻡ ﺑﺎﻟﻨﺸﺎﻁ ﺍﻟﺘﺮﻭﳚﻲ ﺍﻟﺬﻱ ﻳﺴﻬﻞ ﻋﻤﻠﻴﺔ ﺍﻻﺗﺼﺎﻝ ﺑﲔ ﺍﳌﻨﺘﺞ ﻭﺍﳉﻤﻬﻮﺭ ،ﻭ ﳝﻜﻨﻨﺎ ﺇﻇﻬﺎﺭ ﺃﳘﻴﺔ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺮﻭﳚﻲ ﻣﻦ
ﺧﻼﻝ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﺘﺎﻟﻴﺔ :
*ﺍﳌﺴﺎﳘﺔ ﰲ ﲢﻘﻴﻖ ﺍﻻﺗﺼﺎﻝ ﻭ ﺍﻟﺘﻔﺎﻫﻢ ﺑﲔ ﺍﳌﻨﺘﺞ ﻭﺍﳉﻤﻬﻮﺭ ﺭﻏﻢ ﺑﻌﺪ ﺍﳌﺴﺎﻓﺔ ﺑﻴﻨﻬﻤﺎ ﰲ ﻛﺜﲑ ﻣﻦ ﺍﻷﺣﻴﺎﻥ .
*ﺗﻨﻮﻳﻊ ﻭﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺍﳉﻤﻬﻮﺭ ﺍﻟﺬﻳﻦ ﻳﺘﺼﻞ ﻢ ﺍﳌﻨﺘﺞ ،ﺣﻴﺚ ﺃﻥ ﺍﳌﻨﺘﺞ ﻋﻠﻴﻪ ﺃﻥ ﻳﺘﺼﻞ ﺍﳉﻤﻬﻮﺭ ﻭ ﺍﻟﻮﺳﻄﺎﺀ ،ﻭ ﳜﺘﻠﻒ ﺷﻜﻞ
ﺍﻻﺗﺼﺎﻝ ﻓﻴﻤﺎ ﺇﺫﺍ ﻛﺎﻥ ﺍﳌﻨﺘﺞ ﻓﻜﺮﺓ ﺃﻭ ﺧﺪﻣﺔ ...
* ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺮﻭﳚﻲ ﻳﺴﺎﻫﻢ ﰲ ﺯﻳﺎﺩﺓ ﺩﺭﺟﺔ ﺍﻟﻮﻻﺀ ﻟﻠﻤﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ.
* ﻳﺴﺎﻫﻢ ﺍﻟﺘﺮﻭﻳﺞ ﰲ ﺍﳊﻔﺎﻅ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺍﻟﻮﻋﻲ ﻭﺍﻟﺘﻄﻮﺭ ﰲ ﺣﻴﺎﺓ ﺍﳉﻤﻬﻮﺭ ،ﻭﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﻣﺎ ﳝﺪﻫﻢ ﻣﻦ ﻣﻌﻠﻮﻣﺎﺕ
ﻭﺑﻴﺎﻧﺎﺕ ﻋﻦ ﻛﻞ ﻣﺎ ﻳﺘﻌﻠﻖ ﺑﺎﳋﺪﻣﺎﺕ ﻭﻛﻞ ﻣﺎ ﻫﻮ ﺫﻭ ﻓﺎﺋﺪﺓ ﳍﻢ .
* ﺗﺒﺪﻭ ﺃﳘﻴﺔ ﺍﻟﻨﺸﺎﻁ ﺍﻟﺘﺮﻭﳚﻲ ﰲ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻣﻦ ﺧﻼﻝ ﺍﳌﻴﺰﺍﻧﻴﺔ ﺍﳌﻌﺘﻤﺪﺓ ﻟﻠﺘﺮﻭﻳﺞ ،ﻭﺍﻟﱵ ﺗﺄﰐ ﰲ ﺍﳌﺮﺗﺒﺔ ﺍﻟﺜﺎﻧﻴﺔ ﺑﻌﺪ
ﻣﻴﺰﺍﻧﻴﺔ ﺗﻜﺎﻟﻴﻒ ﺍﻹﻧﺘﺎﺝ .ﻭﻣﻦ ﻫﻨﺎ ﻳﱪﺯ ﺍﻻﻫﺘﻤﺎﻡ ﺬﺍ ﺍﻟﻨﺸﺎﻁ ﺍﳊﻴﻮﻱ ﰲ ﳎﺎﻝ ﺍﻟﺘﺴﻮﻳﻖ .
* ﺍﻋﺘﻤﺎﺩ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻋﻠﻰ ﺍﻟﺘﺮﻭﻳﺞ ﻷﻓﻜﺎﺭﻩ ﻭﺧﺪﻣﺎﺗﻪ ﻣﻦ ﺃﺟﻞ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﻣﺴﺘﻮﻯ ﻋﺎﻝ ﻣﻦ ﺍﳉﻤﻬﻮﺭ.
:ﻳﻌﺪ ﺍﻟﺘﺮﻭﻳﺞ ﺷﻜﻼ ﻣﻦ ﺃﺷﻜﺎﻝ ﺍﻻﺗﺼﺎﻝ ﺑﺎﳉﻤﻬﻮﺭ ،ﻭﻣﻦ ﺧﻼﻝ ﺍﻟﺘﺮﻭﻳﺞ ﻳﺘﻢ ﺇﻳﺼﺎﻝ -2ﺃﻫﺪﺍﻑ ﺍﻟﺘﺮﻭﻳﺞ
ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﳌﻨﺎﺳﺒﺔ ﻭﺗﺸﺠﻴﻊ ﺍﳉﻤﻬﻮﺭ ﻋﻠﻰ ﺍﺧﺘﻴﺎﺭ ﻣﺎ ﻳﻨﺎﺳﺒﻬﻢ ﻣﻦ ﺧﺪﻣﺎﺕ ﺣﱴ ﻳﻘﻮﻣﻮﺍ ﺑﺘﺒﻨﻴﻬﺎ ﺃﻭ ﺍﻻﳔﺮﺍﻁ ﻓﻴﻬﺎ ﻭﻟﺬﻟﻚ
ﻳﻌﻤﻞ ﺍﻟﺘﺮﻭﻳﺞ ﻋﻠﻰ ﲢﻘﻴﻖ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺎﻟﻴﺔ :
*ﺗﻌﺮﻳﻒ ﺍﳌﺴﺘﺨﺪﻣﲔ ﺑﺎﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ:ﻭﻫﺬﺍ ﻫﺪﻑ ﻣﻬﻢ ﻭﲞﺎﺻﺔ ﻋﻨﺪﻣﺎ ﺗﻜﻮﻥ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺟﺪﻳﺪﺍ ﺣﻴﺚ ﻳﻌﻤﻞ
ﺍﻟﺘﺮﻭﻳﺞ ﻋﻠﻰ ﺗﻌﺮﻳﻔﻬﻢ ﺑﺎﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ )ﺧﺼﺎﺋﺼﻪ ﻭﻣﻨﺎﻓﻌﻪ ﻭﺇﻣﻜﺎﻧﻴﺔ ﺍﻟﻮﺻﻮﻝ ﺇﻟﻴﻪ(...
*ﺇﺛﺎﺭﺓ ﺍﻻﻫﺘﻤﺎﻡ ﺑﺎﳌﻮﻗﻊ :ﻭﺧﺎﺻﺔ ﻋﻨﺪﻣﺎ ﺗﻜﻮﻥ ﻫﻨﺎﻙ ﺑﺪﺍﺋﻞ ﻣﻦ ﻣﻮﺍﻗﻊ ﺃﺧﺮﻯ ،ﺣﻴﺚ ﻳﺘﻢ ﺇﺑﺮﺍﺯ ﺍﳌﺰﺍﻳﺎ ﺍﻟﱵ ﻳﺘﻤﺘﻊ ﺎ ﺍﳌﻮﻗﻊ ﻣﻦ
ﺃﺟﻞ ﺟﻌﻞ ﺍﳉﻤﻬﻮﺭ ﻳﻘﺎﺭﻥ ﺑﻴﻨﻪ ﻭ ﺑﲔ ﺍﻟﺒﺪﺍﺋﻞ ﺍﻷﺧﺮﻯ.
* ﺗﻐﻴﲑ ﺍﻻﲡﺎﻩ ﻭﺣﺚ ﺍﻟﺘﻔﻀﻴﻞ ﻟﺪﻯ ﺍﳌﺴﺘﻬﻠﻚ:ﻳﺴﺘﺨﺪﻡ ﺍﻟﺘﺮﻭﻳﺞ ﻟﺘﻜﻮﻳﻦ ﺷﻌﻮﺭ ﺇﳚﺎﰊ ﳓﻮ ﺍﳌﻮﻗﻊ ﺍﳌﺮﺍﺩ ﺇﺷﻬﺎﺭﻩ ﻭﺳﻂ
ﺍﳉﻤﻬﻮﺭ ،ﻭﺑﺎﻟﺘﺎﱄ ﻳﻌﻤﻞ ﺍﻟﺘﺮﻭﻳﺞ ﻋﻠﻰ ﺗﻌﻤﻴﻖ ﺍﻟﻮﻻﺀ ﳓﻮ ﺍﳌﻮﻗﻊ ﻭﺧﺪﻣﺎﺗﻪ ،ﻫﺬﺍ ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺗﻐﻴﲑ ﺍﻵﺭﺍﺀ ﻭ ﺍﻹﲡﺎﻫﺎﺕ ﺍﻟﺴﻠﺒﻴﺔ
ﻟﻠﺠﻤﻬﻮﺭ ﰲ ﺍﻟﺒﻴﺌﺔ ﺍﳌﺴﺘﻬﺪﻓﺔ ﺇﱃ ﺁﺭﺍﺀ ﻭ ﺇﲡﺎﻫﺎﺕ ﺇﳚﺎﺑﻴﺔ.
*ﺍﲣﺎﺫ ﻗﺮﺍﺭ ﺍﻟﺘﺒﲏ :ﻳﻌﺘﱪ ﻫﺬﺍ ﺍﳍﺪﻑ ﻣﻦ ﺃﻫﻢ ﺍﻷﻫﺪﺍﻑ ﰲ ﺟﻌﻞ ﺍﳉﻤﻬﻮﺭ ﻳﺘﺨﺬ ﻗﺮﺍﺭ ﺍﻻﳔﺮﺍﻁ ﺃﻭ ﺍﻟﺘﺒﲏ ،ﻭﺟﻌﻞ ﺍﻵﺧﺮﻳﻦ
ﻳﻘﺒﻠﻮﻥ ﻋﻠﻰ ﺍﳌﻮﻗﻊ ...
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ﺑﺎﻻﺗﺼﺎﻝ:ﺍﻟﺘﺮﻭﻳﺞ ﻫﻮ ﺷﻜﻞ ﻣﻦ ﺃﺷﻜﺎﻝ ﺍﻻﺗﺼﺎﻝ ﰲ ﺍﻟﺘﺴﻮﻳﻖ ،ﻭ ﻟﻜﻲ ﻧﻔﻬﻢ ﻛﻴﻒ ﻳﺴﲑ -3ﻋﻼﻗﺔ ﺍﻟﺘﺮﻭﻳﺞ
ﺍﻟﺘﺮﻭﻳﺞ ﻻﺑﺪ ﺃﻥ ﻧﺴﺘﻌﺮﺽ ﻋﻤﻠﻴﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻟﱵ ﺗﺘﻜﻮﻥ ﻣﻦ ﺍﻟﻌﻨﺎﺻﺮ ﺍﻵﺗﻴﺔ :
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ﻣﺮﺳﻞ ﺍﻟﺮﺳﺎﻟﺔ :ﻭ ﻫﻮ ﻣﺼﺪﺭ ﺍﻟﺮﺳﺎﻟﺔ.
ﺍﻟﺘﺸﻔﲑ :ﻋﻤﻠﻴﺔ ﻭﺿﻊ ﺍﻷﻓﻜﺎﺭ ﰲ ﺻﻮﺭﺓ ﺭﻣﺰﻳﺔ
ﺍﻟﺮﺳﺎﻟﺔ :ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﳌﺮﺳﻠﺔ ﻭ ﺍﻟﱵ ﺳﻮﻑ ﻳﺴﺘﻘﺒﻠﻬﺎ ﺍﻟﻄﺮﻑ ﺍﻵﺧﺮ.
ﻃﺮﻳﻖ ﺍﻻﺗﺼﺎﻝ :ﻫﻮ ﺍﻟﻄﺮﻳﻖ ﺍﻟﺬﻱ ﺗﺴﻠﻜﻪ ﺍﻟﺮﺳﺎﻟﺔ ﺣﱴ ﺗﺼﻞ ﺇﱃ ﺍﻟﻄﺮﻑ ﺍﻵﺧﺮ ،ﻭ ﲟﻌﲎ ﺁﺧﺮ ﻫﻮ ﺍﻟﻄﺮﻳﻖ ﺍﻟﺬﻱ ﻳﺼﻞ
ﺑﲔ ﻣﺮﺳﻞ ﺍﻟﺮﺳﺎﻟﺔ ﻭ ﻣﺴﺘﻘﺒﻠﻬﺎ.
ﻣﺴﺘﻘﺒﹺﻞ ﺍﻟﺮﺳﺎﻟﺔ :ﻭ ﻫﻮ ﳏﻄﺔ ﺍﻟﻮﺻﻮﻝ ﻭ ﻫﻮ ﺍﻟﺬﻱ ﻳﺴﺘﻠﻢ ﺍﻟﺮﺳﺎﻟﺔ.
ﻓﻚ ﺍﻟﺸﻔﺮﺓ :ﺍﻟﻌﻤﻠﻴﺔ ﺍﻟﱵ ﻳﻘﻮﻡ ﺍﳌﺴﺘﻘﺒﻞ ﺎ ﻟﺘﺤﺪﻳﺪ ﻣﻌﺎﱐ ﺍﻟﺮﻣﻮﺯ.
ﺍﻻﺳﺘﺠﺎﺑﺔ :ﺭﺩﻭﺩ ﻓﻌﻞ ﳌﺴﺘﻘﺒﻞ ﺑﻌﺪ ﺍﻟﻜﺸﻒ ﻋﻦ ﺍﻟﺮﺳﺎﻟﺔ .
ﺍﻟﺘﺸﻮﻳﺶ )ﺍﻟﻀﻮﺿﺎﺀ( :ﻭ ﻫﻲ ﻋﻤﻠﻴﺎﺕ ﺗﺸﻮﻳﺶ ﺃﻭ ﺇﻋﺎﻗﺔ ﻏﲑ ﳐﻄﻄﺔ ﲢﺪﺙ ﺃﺛﻨﺎﺀ ﻋﻤﻠﻴﺔ ﺍﻻﺗﺼﺎﻝ ﺗﺆﺩﻱ ﺇﱃ ﺣﺼﻮﻝ
ﺍﳌﺴﺘﻘﺒﹺﻞ ﻋﻠﻰ ﺭﺳﺎﻟﺔ ﳐﺘﻠﻔﺔ ﻋﻦ ﺗﻠﻚ ﺍﻟﱵ ﺃﹸﺭﺳﻠﺖ ﺇﻟﻴﻪ.
ﺍﻟﺘﻐﺬﻳﺔ ﺍﻟﺮﺟﻌﻴﺔ :ﺍﳉﺰﺀ ﻣﻦ ﺍﺳﺘﺠﺎﺑﺔ ﺍﳌﺴﺘﻘﺒﻞ ﺍﻟﱵ ﻳﻌﻴﺪﻫﺎ ﺍﳌﺴﺘﻘﺒﻞ ﺇﱃ ﺍﳌﺮﺳﻞ.
ﻭﻟﺰﻳﺎﺩﺓ ﻓﻌﺎﻟﻴﺔ ﺍﻟﺮﺳﺎﻟﺔ ﳚﺐ ﺃﻥ ﺗﺘﻮﺍﻓﻖ ﻋﻤﻠﻴﺔ ﺗﺸﻔﲑ ﺍﻟﺮﺳﺎﻟﺔ ﻣﻊ ﻋﻤﻠﻴﺔ ﻓﻚ ﺍﻟﺸﻔﺮﺓ ﻣﻦ ﻗﺒﻞ ﺍﳌﺴﺘﻘﺒﻞ ﺃﻭ ﺍﳉﻤﻬﻮﺭ
ﺍﳌﺴﺘﻬﺪﻑ ﻭﻛﻠﻤﺎ ﺍﺯﺩﺍﺩﺕ ﻣﻌﺮﻓﺔ ﺍﳌﺮﺳﻞ ﻟﻠﺠﻤﻬﻮﺭ ﻧﻘﺼﺖ ﺇﻣﻜﺎﻧﻴﺔ ﺍﻟﺘﻔﺴﲑ ﺍﳋﻄﺄ ﻟﻠﺮﺳﺎﻟﺔ ﺍﻻﺗﺼﺎﻟﻴﺔ ،ﻭﻣﻦ ﺍﻷﺷﻴﺎﺀ ﺍﳌﻬﻤﺔ ﰲ
ﻋﻤﻠﻴﺔ ﺍﻻﺗﺼﺎﻝ ﻣﻌﺮﻓﺔ ﺍﳉﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ ﺑﺪﻗﺔ ،ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺗﻄﻮﻳﺮ ﻗﻨﻮﺍﺕ ﺍﻟﺘﻐﺬﻳﺔ ﺍﻟﺮﺟﻌﻴﺔ ﻣﻦ ﺃﺟﻞ ﺍﻹﺟﺎﺑﺔ ﻋﻠﻰ ﳐﺘﻠﻒ
ﺗﺴﺎﺅﻻﺕ ﻭﺍﺳﺘﻔﺴﺎﺭﺍﺕ ﻭﻃﻠﺒﺎﺕ ﺍﳉﻤﻬﻮﺭ .ﻭ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻟﺘﺮﻭﳚﻴﺔ ﳚﺐ ﺃﻥ ﺗﺮﺳﻞ ﻣﻦ ﺧﻼﻝ ﻭﺳﺎﺋﻞ ﺍﺗﺼﺎﻝ ﻣﻌﻴﻨﺔ ،ﻭ ﻣﺴﺘﻘﺒﻞ
ﺍﻟﺮﺳﺎﻟﺔ ﳝﻜﻦ ﺃﻥ ﻳﻔﺴﺮﻫﺎ ﻭ ﻳﻔﻬﻤﻬﺎ ﻭ ﻳﺴﺘﺠﻴﺐ ﺇﻟﻴﻬﺎ ،ﻓﻘﺪ ﺗﻜﻮﻥ ﺍﻟﺮﺳﺎﻟﺔ ﻋﻠﻰ ﺷﻜﻞ ﻋﺮﻭﺽ ،ﺃﻭ ﻋﻦ ﻃﺮﻳﻖ ﺍﻹﻋﻼﻧﺎﺕ ﺃﻭ
ﺍﻟﻨﺸﺮ ﺍﻟﻌﻠﻤﻲ ﺃﻭ ﻋﻦ ﻃﺮﻳﻖ ﻣﻨﺪﻭﰊ ﺍﻻﺗﺼﺎﻝ ﺃﻭ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ،ﻭ ﺍﳌﺸﻜﻠﺔ ﻫﻨﺎ ﺃﻥ ﻻ ﳛﺼﻞ ﺍﺭﺗﺒﺎﻙ ﰲ ﺍﻻﺗﺼﺎﻻﺕ ﺑﲔ
ﺍﳌﻨﺘﺞ ﻭ ﺍﳉﻤﻬﻮﺭ ﻭ ﻗﺪ ﻳﻜﻮﻥ ﻫﺬﺍ ﺑﺴﺒﺐ ﻋﺪﻡ ﻣﻘﺪﺭﺓ ﻣﺴﺘﻘﺒﹺﻞ ﺍﻟﺮﺳﺎﻟﺔ ﻋﻠﻰ ﻓﻬﻢ ﺍﳌﻘﺼﻮﺩ ﻣﻨﻬﺎ.
ﻃﻠﻌﺖ ﺃﺳﻌﺪ ﻋﺒﺪ ﺍﳊﻤﻴﺪ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻔﻌﺎﻝ ،ﺍﻹﺳﻜﻨﺪﺭﻳﺔ ،ﻣﻨﺸﺄﺓ ﺍﳌﻌﺎﺭﻑ ،2002 ،ﺹ . 483 -1
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א[\NJא.CWZ-pא?و
9Bج'@Nא"t-?-
ﺁﻟﻴﺎﺕ ﺍﻟﺘﺮﻭﻳﺞ ﺧﺎﺭﺝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﻫﻲ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﳌﻜﻮﻧﺎﺕ ،ﺗﺘﻔﺎﻋﻞ ﻭﺗﺘﻜﺎﻣﻞ ﻣﻌﺎ ﰲ ﺇﻃﺎﺭ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ
ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻟﺴﺎﺋﺪﺓ ،ﻓﻬﺬﻩ ﺍﻵﻟﻴﺎﺕ ﺗﺸﺘﻤﻞ ﻋﻠﻰ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﳌﻜﻮﻧﺎﺕ ﻭﺍﻟﻌﻨﺎﺻﺮ ﺍﻟﱵ ﳚﺐ ﺍﻟﺘﻨﺴﻴﻖ ﺑﻴﻨﻬﺎ ﺑﻄﺮﻳﻘﺔ ﻓﻌﺎﻟﺔ ﻟﺘﺤﻘﻴﻖ
ﺍﻷﻫﺪﺍﻑ ﺍﻟﺘﺮﻭﳚﻴﺔ ﺍﳌﻮﺿﻮﻋﺔ ،ﻭﺳﻨﻘﻮﻡ ﰲ ﻫﺬﺍ ﺍﳌﺒﺤﺚ ﺑﺘﻘﺪﱘ ﺗﻌﺮﻳﻒ ﳍﺬﻩ ﺍﻷﻟﻴﺎﺕ:
ﺍﳌﻄﻠﺐ ﺍﻷﻭﻝ :ﺍﻹﻋﻼﻥ
-1ﺗﻌﺮﻳﻒ ﺍﻹﻋﻼﻥ :ﺍﻹﻋﻼﻥ ﻫﻮ ﻭﺳﻴﻠﺔ ﻣﺪﻓﻮﻋﺔ ﺍﻷﺟﺮ ﻳﺘﻮﺍﺻﻞ ﻣﻦ ﺧﻼﻟﻪ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻣﻊ ﺍﻟﻌﻤﻼﺀ ،ﻭﻳﺼﻞ ﺇﱃ
ﺍﳉﻤﺎﻫﲑ ﻣﻦ ﺧﻼﻝ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﳌﺨﺘﻠﻔﺔ ﻣﺜﻞ ﺍﻟﺘﻠﻴﻔﺰﻳﻮﻥ ،ﻭﺍﻹﺫﺍﻋﺔ ،ﻭﺍﻟﺼﺤﻒ ،ﻭﺍﻼﺕ ،ﻭﻟﻮﺣﺎﺕ ﺍﻹﻋﻼﻥ ،ﻭﻳﻌﺮﻑ
ﺑﺸﲑ ﺍﻟﻌﻼﻕ ﺍﻹﻋﻼﻥ ﺑﺄﻧﻪ" ﻋﺒﺎﺭﺓ ﻋﻦ ﻭﺳﻴﻠﺔ ﻏﲑ ﺷﺨﺼﻴﺔ ﻟﺘﻘﺪﱘ ﺍﻷﻓﻜﺎﺭ ،ﻭﺍﻟﺘﺮﻭﻳﺞ ﻋﻦ ﺍﻟﺴﻠﻊ ﻭﺍﳋﺪﻣﺎﺕ ،ﺑﻮﺍﺳﻄﺔ ﺟﻬﺔ
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ﻣﻌﻠﻮﻣﺔ ﻣﻘﺎﺑﻞ ﺃﺟﺮ ﻣﺪﻓﻮﻉ".
ﻭﺑﻨﺎﺀ ﻋﻠﻰ ﻫﺬﺍ ﺍﻟﺘﻌﺮﻳﻒ ﻓﺈﻧﻨﺎ ﻧﺴﺘﻨﺘﺞ ﺃﻥ ﺍﻹﻋﻼﻥ ﻫﻮ ﺃﺣﺪ ﺍﻟﻌﻨﺎﺻﺮ ﺍﳌﻜﻮﻧﺔ ﻟﻠﻤﺰﻳﺞ ﺍﻟﺘﺮﻭﳚﻲ ،ﺇﻥ ﱂ ﻧﻘﻞ ﺃﳘﻬﺎ ﰲ
ﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﺗﺴﺘﻘﻄﺐ ﲨﻬﻮﺭﺍ ﻭﺍﺳﻌﺎ ﺇﱃ ﺟﺎﻧﺐ ﺍﻟﺘﻨﺸﻴﻂ ﻭﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ،ﻭﺫﻟﻚ ﺑـﺤﺚ ﺍﳉﻤﻬﻮﺭ ﻟﺘﺒﲏ ﺍﻟﻔﻜﺮﺓ ﺃﻭ
ﻟﻼﳔﺮﺍﻁ ﰲ ﺍﳋﺪﻣﺔ ﺍﳌﻌﻠﻦ ﻋﻨﻬﺎ ﺑﻌﺪ ﳒﺎﺣﻪ ﰲ ﻟﻔﺖ ﻧﻈﺮ ﺍﳉﻤﻬﻮﺭ ،ﻭﺍﻻﺳﺘﺤﻮﺍﺫ ﻋﻠﻰ ﺍﻫﺘﻤﺎﻣﻪ ﺇﱃ ﺭﺅﻳﺔ ﺃﻭ ﲰﺎﻉ ﺍﻹﻋﻼﻥ ،ﰒ
ﺗﺮﻏﻴﺒﻪ ﻭﺇﻗﻨﺎﻋﻪ ﺑﺎﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳌﻌﻠﻦ ﻋﻨﻪ.
ﻭﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﺴﺎﺑﻘﺔ ﻟﻺﻋﻼﻥ ﻳﻈﻬﺮ ﻟﻨﺎ ﻣﺪﻯ ﺍﻟﻔﺮﻕ ﺑﲔ ﺍﻹﻋﻼﻥ ﻭﻏﲑﻩ ﻣﻦ ﺃﺷﻜﺎﻝ ﺍﻻﺗﺼﺎﻝ:
ﺍﻹﻋﻼﻥ ﻭﺳﻴﻠﺔ ﺍﺗﺼﺎﻝ ﻏﲑ ﺷﺨﺼﻴﺔ :ﲟﻌﲎ ﺃﻥ ﻧﻘﻞ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺇﱃ ﺍﳉﻤﻬﻮﺭ ﻳﺘﻢ ﺩﻭﻥ ﻣﻮﺍﺟﻬﺔ ﻣﺒﺎﺷﺮﺓ ﺑﻴﻨﻬﻢ ﻭ ﺑﲔ ﺍﳌﻌﻠﻦ
ﻛﻤﺎ ﻫﻮ ﺍﳊﺎﻝ ﰲ ﺍﻻﺗﺼﺎﻝ ﺑﲔ ﺍﳌﺮﺳﻞ ﻭ ﺍﳉﻤﻬﻮﺭ ﻋﻨﺪ ﺍﺳﺘﻌﻤﺎﻝ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ،ﻭ ﳍﺬﺍ ﲣﺮﺝ ﺟﻬﻮﺩ ﺍﻻﺗﺼﺎﻝ
ﺍﻟﺸﺨﺼﻲ ﻋﻦ ﻧﻄﺎﻕ ﺍﻹﻋﻼﻥ.
ﺍﻹﻋﻼﻥ ﻻ ﻳﺘﻢ ﺇﻻ ﻣﻘﺎﺑﻞ ﺃﺟﺮ )ﺗﻜﻠﻔﺔ( ﻣﺪﻓﻮﻉ ﻟﻮﺳﺎﺋﻞ ﺍﻟﻨﺸﺮ ﺍﳌﺨﺘﻠﻔﺔ :ﻭ ﻫﺬﻩ ﺍﳋﺎﺻﻴﺔ ﻫﻲ ﺍﻟﱵ ﲤﻴﺰﻩ ﻋﻦ ﺍﻟﻨﺸﺮ ﺍﻟﺬﻱ
ﻻ ﻳﺪﻓﻊ ﻋﻨﻪ ﺷﻴﺌﹰﺎ ﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻥ ،ﻭ ﻳﺴﺘﻄﻴﻊ ﺍﳌﻌﻠﻦ ﺃﻥ ﻳﻀﻊ ﺍﻟﺸﺮﻭﻁ ﺍﻟﱵ ﻳﺮﺍﻫﺎ ﺿﺮﻭﺭﻳﺔ ﻟﻨﺠﺎﺡ ﲪﻠﺘﻪ ﺍﻹﻋﻼﻧﻴﺔ ﰲ
ﺣﲔ ﻻ ﳝﻜﻨﻪ ﺫﻟﻚ ﰲ ﺣﺎﻟﺔ ﺍﻟﻨﺸﺮ ﻃﺎﳌﺎ ﺃﻧﻪ ﻻ ﻳﺪﻓﻊ ﺷﻴﺌﹰﺎ ﻣﻘﺎﺑﻠﻪ.
ﺇﻥ ﺍﳌﻌﻠﻦ ﳏﺪﺩ ﻭ ﻣﻌﺮﻭﻑ :ﻭ ﻫﺬﻩ ﺍﻟﺼﻔﺔ ﲤﻴﺰ ﺍﻹﻋﻼﻥ ﻋﻦ ﺍﻟﺪﻋﺎﻳﺔ ﺍﻟﱵ ﺩﺍﺋﻤﺎ ﻣﺎ ﳜﻔﻲ ﺻﺎﺣﺒﻬﺎ ﻧﻔﺴﻪ ﻭﻣﺼﺎﺩﺭ ﺃﺧﺒﺎﺭﻩ،
ﻭ ﺑﺎﻟﺘﺎﱄ ﺍﺣﺘﻤﺎﻝ ﻋﺪﻡ ﻣﺮﺍﻋﺎﺗﻪ ﺍﻟﺼﺪﻕ ﻭ ﺍﻷﻣﺎﻧﺔ ،ﻭ ﻋﺪﻡ ﺗﻘﻴﺪﻩ ﺑﺎﻷﺻﻮﻝ ﻭ ﺍﳌﺒﺎﺩﺉ ﺍﻷﺧﻼﻗﻴﺔ ﻭ ﺍﳌﻬﻨﻴﺔ.
-2ﺃﻧﻮﺍﻉ ﺍﻹﻋﻼﻥ :ﻫﻨﺎﻙ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺃﻧﻮﺍﻉ ﺍﻹﻋﻼﻧﺎﺕ ﻭ ﻳﺘﻢ ﺗﻘﺴﻴﻢ ﺃﻧﻮﺍﻉ ﺍﻹﻋﻼﻧﺎﺕ ﻭﻓﻖ ﻋﺪﺓ ﻣﻌﺎﻳﲑ ﻛﻤﺎ ﻧﻼﺣﻆ ﰲ
ﺍﻟﺸﻜﻞ ﺍﻟﺘﺎﱄ:
-1ﻋﺼﺎﻡ ﺍﻟﺪﻳﻦ ﺃﺑﻮ ﻋﻠﻔﺔ ﺃﻣﲔ :ﺍﻟﺘﺮﻭﻳﺞ ،ﺍﻟﻘﺎﻫﺮﺓ ،ﻣﺆﺳﺴﺔ ﻃﻴﺒﺔ. 2002 ،ﺹ68
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ﺩ-ﺍﻹﻋﻼﻥ ﺍﻟﺘﻨﺎﻓﺴﻲ:ﻳﺴﺘﺨﺪﻡ ﻹﺑﺮﺍﺯ ﺍﻟﻔﺎﺭﻕ ﺑﲔ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳌﻌﱪ ﻋﻨﻪ ،ﻭﺑﲔ ﻣﻨﺘﺠﺎﺕ ﺃﺧﺮﻯ ﳑﺎﺛﻠﺔ ﻭ ﺫﻟﻚ
ﳊﺚ
ﺍﳉﻤﻬﻮﺭﻋﻠﻰ ﺗﻔﻀﻴﻞ ﻫﺬﻩ ﺍﳌﻨﺘﺞ ﻭﻣﻨﺘﺠﺎﺕ ﺃﺧﺮﻯ.
-3ﻭﻇﻴﻔﺔ ﺍﻹﻋﻼﻥ:
ﻳﻌﺘﱪ ﺍﻹﻋﻼﻥ ﺃﺣﺪﻯ ﻣﺮﺗﻜﺰﺍﺕ ﻋﻤﻠﻴﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ ،ﻷﻧﻪ ﻳﺰﻳﺪ ﻣﻦ ﻧﺸﺎﻃﺎﺕ ﺍﻟﺘﻄﻮﻳﺮ ﻭ ﺍﻟﺘﺤﺴﲔ ﻭ ﺭﻓﻊ ﻣﺴﺘﻮﻯ ﺍﳌﻮﻗﻊ
ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭ ﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﻣﺎ ﺗﺆﺩﻳﻪ ﻫﺬﻩ ﺍﻟﻮﻇﻴﻔﺔ ﻣﻦ ﻣﻨﺎﻓﻊ ﻣﺎﺩﻳﺔ ﻭ ﺧﺪﻣﺎﺕ ﺗﻮﺟﻴﻬﻴﺔ ﺗﺘﻤﺜﻞ ﺑﺎﻟﻮﻇﺎﺋﻒ ﺍﻟﺘﺎﻟﻴﺔ:
ﺯﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﺍﶈﺘﻤﻞ ﻟﻠﺨﺪﻣﺎﺕ:
ﻳﺴﺎﻫﻢ ﺍﻹﻋﻼﻥ ﰲ ﺯﻳﺎﺩﺓ ﺍﻟﻄﻠﺐ ﺍﶈﺘﻤﻞ ﻋﻠﻰ ﺧﺪﻣﺎﺕ ﻭﺃﻓﻜﺎﺭ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻋﻦ ﻃﺮﻳﻖ ﺗﺰﻭﻳﺪ ﺍﳉﻤﻬﻮﺭ ﺍﳊﺎﱄ ﻭ ﺍﳌﺮﺗﻘﺐ
ﲟﻌﻠﻮﻣﺎﺕ ﻋﻦ ﺻﻔﺎﺕ ﻭ ﻣﺰﺍﻳﺎ ﳐﺘﻠﻒ ﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﻳﻘﺪﻣﻬﺎ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ.
ﲢﺴﲔ ﻭ ﺗﻄﻮﻳﺮ ﺍﳌﻨﺘﺠﺎﺕ:
ﻳﺆﺩﻱ ﺍﺗﺴﺎﻉ ﺍﳉﻤﻬﻮﺭ ﰲ ﺍﻟﻐﺎﻟﺐ ﺇﱃ ﺩﺧﻮﻝ ﺑﺪﺍﺋﻞ ﺟﺪﻳﺪﺓ ﺇﱃ ﻣﻴﺪﺍﻥ ﺍﻧﺘﺎﺝ ﺍﳋﺪﻣﺎﺕ .ﻭ ﳌﺎ ﻛﺎﻧﺖ ﻫﻨﺎﻙ ﺃﻧﻮﺍﻉ ﻣﻦ ﺧﺪﻣﺔ
ﻭﺍﺣﺪﺓ ،ﺃﺻﺒﺢ ﻣﻦ ﺍﻟﻼﺯﻡ ﰲ ﻫﺬﻩ ﺍﳊﺎﻟﺔ ﺃﻥ ﻳﺒﺤﺚ ﻛﻞ ﻣﻨﺘﺞ ﻋﻦ ﻣﻴﺰﺓ ﺃﻭ ﺧﺎﺻﻴﺔ ﳝﻜﻦ ﺃﻥ ﻳﺴﺘﻐﻠﻬﺎ ﺇﻋﻼﻧﻴﺎ ﲝﻴﺚ ﺗﺰﻳﺪ ﻣﻦ
ﺩﺭﺟﺔ ﺗﻘﺒﻠﻪ ﻟﺪﻯ ﺍﳉﻤﻬﻮﺭ ﻭ ﺫﻟﻚ ﺑﺘﺤﺴﲔ ﻭ ﺗﻄﻮﻳﺮ ﻣﻨﺘﺠﺎﺗﻪ ...
ﻭ ﻋﻠﻴﻪ ﳒﺪ ﺃﻥ ﺍﻹﻋﻼﻥ ﻳﺴﺎﻫﻢ ﺑﺸﻜﻞ ﻓﻌﺎﻝ ﻭ ﺑﺼﻮﺭﺓ ﻏﲑ ﻣﺒﺎﺷﺮﺓ ﰲ ﺗﻄﻮﻳﺮ ﺍﳌﻨﺘﺠﺎﺕ ﺣﱴ ﻳﺘﻤﻜﻦ ﺍﳌﻌﻠﻦ ﻣﻦ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ
ﰲ ﺇﻏﺮﺍﺀ ﺍﳉﻤﻬﻮﺭ ﻭ ﺇﺛﺎﺭﺓ ﺍﻟﻄﻠﺐ ﳓﻮﻫﺎ.
ﲣﻔﻴﺾ ﺍﻟﻨﻔﻘﺎﺕ:
ﺗﻌﺘﱪ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﳌﻨﺘﺠﲔ ﺑﺄﻥ ﺍﻹﻋﻼﻥ ﻳﺰﻳﺪ ﻣﻦ ﺍﻟﻨﻔﻘﺎﺕ ﺍﻹﲨﺎﻟﻴﺔ ﻟﻠﻤﻮﻗﻊ ،ﻭﺃﻥ ﺍﳌﺴﺘﻬﻠﻚ ﻳﺘﺤﻤﻞ ﻫﺬﻩ ﺍﻟﻨﻔﻘﺎﺕ ،ﻟﻜﻦ ﺇﺫﺍ ﻣﺎ
ﻗﺎﺭﻧﻨﺎ ﻇﺮﻭﻑ ﻫﺬﺍ ﺍﳌﻨﺘﺞ ﺑﺎﳌﺰﺍﻳﺎ ﺍﻟﱵ ﳛﻘﻘﻬﺎ ﻣﻨﺘﺞ ﺁﺧﺮ ﻳﻌﺘﻤﺪ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﺳﻨﺠﺪ ﺃﻥ ﺍﻹﻋﻼﻥ ﻳﺴﺎﻋﺪ ﻋﻠﻰ ﺃﺩﺍﺀ ﺍﻷﻓﻜﺎﺭ ﻭ
ﺍﳋﺪﻣﺎﺕ ﺑﻘﻴﻤﺔ ﺗﺰﻳﺪ ﻋﻦ ﻗﻴﻤﺔ ﺍﳌﻨﺘﺠﲔ ﺍﻟﺬﻳﻦ ﻻ ﻳﻌﺘﻤﺪﻭﻥ ﻋﻠﻰ ﺍﻹﻋﻼﻥ .ﻭ ﺗﻔﺴﲑ ﻫﺬﻩ ﺍﻟﻈﺎﻫﺮﺓ ﻳﻜﻤﻦ ﰲ ﺃﻥ ﺍﻹﻋﻼﻥ ﳝﻜﻦ
ﻣﻦ ﲢﻘﻴﻖ ﺍﻻﺳﺘﻐﻼﻝ ﺍﻷﻣﺜﻞ ﻟﻠﻄﺎﻗﺎﺕ ﺍﻹﻧﺘﺎﺟﻴﺔ ﺍﳌﺘﺎﺣﺔ ﻟﻠﻤﻮﻗﻊ ،ﻭ ﺑﺎﻟﺘﺎﱄ ﲣﻔﻴﺾ ﺇﲨﺎﱄ ﺗﻜﺎﻟﻴﻒ ﺍﻟﻮﺣﺪﺓ ﺍﻟﻮﺍﺣﺪﺓ ،ﺇﺿﺎﻓﺔ
ﺇﱃ ﺳﻬﻮﻟﺔ ﺃﺩﺍﺀ ﺍﳋﺪﻣﺎﺕ ﻭ ﺍﻷﻓﻜﺎﺭ ﺍﳌﻌﻠﻦ ﻋﻨﻬﺎ ،ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻳﻨﺘﺞ ﻋﻨﻪ ﺃﻥ ﺗﺼﺒﺢ ﻣﻬﻤﺔ ﺍﳌﻤﺜﻞ ﺍﻟﺸﺨﺼﻲ ﺳﻬﻠﺔ ﻧﺴﺒﻴﺎ.
ﺍﻹﻋﻼﻥ ﻗﻮﺓ ﺗﻌﻠﻴﻤﻴﺔ:
ﻳﺆﺛﺮ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺣﻴﺎﺓ ﺍﳉﻤﻬﻮﺭ ﻭ ﻳﺰﻳﺪ ﻣﻦ ﺛﻘﺎﻓﺘﻬﻢ ﻭ ﺫﻟﻚ ﺑﺘﻌﻠﻴﻤﻬﻢ ﻋﺎﺩﺍﺕ ﺻﺤﻴﺔ ﻭ ﺇﺟﺘﻤﺎﻋﻴﺔ ﻣﻦ ﺧﻼﻝ ﺃﳘﻴﺔ ﺍﳔﺮﺍﻁ
ﺃﻭ ﺗﺒﲏ ﺧﺪﻣﺎﺕ ﻣﻌﻴﻨﺔ ،ﻣﺜﻞ ﺗﻌﻠﻴﻢ ﺍﻟﻨﺎﺱ ﻛﻴﻒ ﳛﺎﻓﻈﻮﻥ ﻋﻠﻰ ﺻﺤﺘﻬﻢ ،ﻭ ﺍﺳﺘﺜﻤﺎﺭ ﻣﺪﺧﺮﺍﻢ ،ﻭﻛﻴﻒ ﻳﺮﺗﻔﻌﻮﻥ ﲟﺴﺘﻮﺍﻫﻢ
ﺍﻟﻌﻠﻤﻲ ﻭ ﺍﻟﺜﻘﺎﰲ .ﺗﻌﺮﻳﻒ ﺍﳌﺴﺘﻬﻠﻚ ﺑﺎﻟﺴﻠﻌﺔ:
ﻣﻦ ﻭﻇﺎﺋﻒ ﺍﻹﻋﻼﻥ ﺍﳌﻬﻤﺔ ﻭﻇﻴﻔﺔ ﺗﻌﺮﻳﻒ ﺍﳉﻤﻬﻮﺭ ﲞﺪﻣﺎﺕ ﻭﺃﻓﻜﺎﺭ ﺍﳌﻮﻗﻊ ﺳﻮﺍﺀ ﺗﻌﻠﻖ ﺍﻷﻣﺮ ﲞﺼﺎﺋﺼﻪ ﺃﻭ ﻃﺮﻕ ﻭ ﳎﺎﻻﺕ
ﺍﺳﺘﻌﻤﺎﻻﺗﻪ ،ﻭﻗﻴﻤﺘﻪ ،ﻭ ﺑﺬﻟﻚ ﺗﺴﺎﻫﻢ ﻫﺬﻩ ﺍﻟﻮﻇﻴﻔﺔ ﰲ ﺗﻌﺮﻳﻒ ﺍﳉﻤﺎﻫﲑ ﺑﺎﳋﺪﻣﺎﺕ ﺍﳌﺘﺎﺣﺔ ﰲ ﺍﻟﻘﻄﺮ ،ﻭ ﺧﺼﺎﺋﺺ ﻛﻞ ﺧﺪﻣﺔ
ﺃﻭ ﻓﻜﺮﺓ ﻭ ﻣﺰﺍﻳﺎﻫﺎ ،ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻳﻴﺴﺮ ﻋﻠﻴﻬﻢ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﳛﺘﺎﺟﻮﺎ ﺑﺄﺳﻬﻞ ﺍﻟﻄﺮﻕ .
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-4ﻭﺳﺎﺋﻞ ﻧﺸﺮ ﺍﻹﻋﻼﻥ ﺍﻟﺘﻘﻠﻴﺪﻱ:
ﺑﻌﺪ ﺃﻥ ﺗﻨﺘﻬﻲ ﺍﻹﺩﺍﺭﺓ ﻣﻦ ﻭﺿﻊ ﺧﻄﺔ ﺍﳊﻤﻠﺔ ﺍﻹﻋﻼﻧﻴﺔ ﻭ ﲢﺪﻳﺪ ﳐﺼﺼﺎﺎ ،ﺗﻘﻮﻡ ﺑﺎﲣﺎﺫ ﻗﺮﺍﺭﺍﺕ ﺑﻜﻴﻔﻴﺔ ﺗﻮﺯﻳﻊ ﻫﺬﻩ
ﺍﳌﺨﺼﺼﺎﺕ ﻋﻠﻰ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻧﻴﺔ ﺍﳌﺨﺘﻠﻔﺔ ،ﺍﻟﱵ ﺪﻑ ﺇﱃ ﺗﻮﺻﻴﻞ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻹﻋﻼﻧﻴﺔ ﺇﱃ ﺃﻛﱪ ﻋﺪﺩ ﳑﻜﻦ ﻣﻦ ﺍﳉﻤﻬﻮﺭ
ﺍﳊﺎﱄ ﻭ ﺍﳌﺮﺗﻘﺐ ﺑﺄﻗﻞ ﺗﻜﻠﻔﺔ ﳑﻜﻨﺔ ﻭ ﰲ ﺍﻟﻮﻗﺖ ﺍﳌﻼﺋﻢ ﻭ ﺍﳌﻜﺎﻥ ﺍﳌﻨﺎﺳﺐ.
ﻭ ﺗﺸﻤﻞ ﻫﺬﻩ ﺍﻟﻮﺳﺎﺋﻞ ﺑﺼﻮﺭﺓ ﻋﺎﻣﺔ ﺍﻟﺼﺤﻒ ﻭ ﺍﻼﺕ ،ﺍﻟﺮﺍﺩﻳﻮ ﻭ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ،ﺍﻟﺴﻴﻨﻤﺎ ،ﺍﳌﻠﺼﻘﺎﺕ ﻭ ﺍﻹﻋﻼﻧﺎﺕ ﰲ ﻭﺳﺎﺋﻂ
ﺍﻟﻨﻘﻞ ﻭ ﻏﲑﻫﺎ .ﻭ ﻗﺒﻞ ﺍﺧﺘﻴﺎﺭ ﺍﳌﻌﻠﻦ ﳌﻜﻮﻧﺎﺕ ﻣﺰﻳﺞ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻥ ﻻﺑﺪ ﺃﻥ ﻳﻜﻮﻥ ﻋﻠﻰ ﺩﺭﺍﻳﺔ ﲞﺼﺎﺋﺺ ﻛﻞ ﻭﺳﻴﻠﺔ ﻭ
ﳑﻴﺰﺍﺎ ﻭ ﲨﻬﻮﺭﻫﺎ ،ﻭ ﻓﻴﻤﺎ ﻳﻠﻲ ﺷﺮﺡ ﻷﻫﻢ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻧﻴﺔ:
ﺍﻟﺼﺤﻒ:
ﺗﻌﺘﱪ ﺍﻟﺼﺤﻒ ﻣﻦ ﺃﻫﻢ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻧﻴﺔ ﰲ ﺍﻟﻌﺼﺮ ﺍﳊﺪﻳﺚ ﻣﻦ ﺣﻴﺚ ﺣﺠﻢ ﻣﺎ ﻳﻨﻔﻖ ﻋﻦ ﺍﻹﻋﻼﻥ ﻓﻴﻬﺎ ﺍﻟﺬﻱ ﺑﻠﻐﺖ
ﻧﺴﺒﺘﻪ ﺣﻮﺍﱄ %30ﻣﻦ ﺇﲨﺎﱄ ﻧﻔﻘﺎﺕ ﺍﻹﻋﻼﻥ ﻭ ﺍﻟﺼﺤﻒ ﻋﻠﻰ ﺃﻧﻮﺍﻉ ﻣﺘﻌﺪﺩﺓ ﻭ ﳐﺘﻠﻔﺔ ،ﻓﻬﻨﺎﻙ ﺍﻟﺼﺤﻒ ﺍﶈﻠﻴﺔ ﻭ ﺍﻟﻘﻄﺮﻳﺔ،
ﺍﻟﺼﺒﺎﺣﻴﺔ ﻭ ﺍﳌﺴﺎﺋﻴﺔ ،ﺍﻟﻴﻮﻣﻴﺔ ﻭ ﺍﻷﺳﺒﻮﻋﻴﺔ.
ﻭ ﲤﺘﺎﺯ ﺍﻟﺼﺤﻒ ﺍﻟﻴﻮﻣﻴﺔ ﺍﳌﺴﺎﺋﻴﺔ ﻋﻦ ﺗﻠﻚ ﺍﻟﱵ ﺗﺼﺪﺭ ﺻﺒﺎﺣﺎ ﰲ ﺃﺎ ﺗﻮﺯﻉ ﰲ ﻭﻗﺖ ﻓﺮﺍﻍ ﺍﻟﻨﺎﺱ ﻣﻦ ﺃﻋﻤﺎﳍﻢ ،ﺣﻴﺚ ﺗﺘﺎﺡ ﳍﻢ
ﻓﺮﺻﺔ ﺍﻹﻃﻼﻉ ﻋﻠﻰ ﳏﺘﻮﻳﺎﺎ ﺑﺸﻲﺀ ﻣﻦ ﺍﻟﺘﻔﺼﻴﻞ .ﻭ ﰲ ﺃﺣﻴﺎﻥ ﺃﺧﺮﻯ ﻳﻔﻀﻞ ﺍﳌﻌﻠﻦ ﻧﺸﺮ ﺇﻋﻼﻧﺎﺗﻪ ﰲ ﺍﻟﺼﺤﻒ ﺍﻷﺳﺒﻮﻋﻴﺔ ﻭ
ﺫﻟﻚ ﺑﺴﺒﺐ ﺍﺣﺘﻮﺍﺋﻬﺎ ﻋﻠﻰ ﺃﺑﻮﺍﺏ ﻣﺘﺨﺼﺼﺔ ،ﻭ ﻛﺜﺮﺓ ﻋﺪﺩ ﺻﻔﺤﺎﺎ ،ﻭ ﺍﻧﺘﺸﺎﺭ ﺗﻮﺯﻳﻌﻬﺎ ،ﻭ ﺍﺳﺘﻤﺮﺍﺭ ﺗﺪﺍﻭﳍﺎ ﻃﻴﻠﺔ ﺃﻳﺎﻡ
ﺍﻷﺳﺒﻮﻉ ،ﻭ ﻗﺮﺍﺀﺗـﻬﺎ ﻋﻠﻰ ﻣﻬﻞ ﰲ ﺟﻮ ﻣﻦ ﺍﻻﺳﺘﺮﺧﺎﺀ ﻭ ﺍﻟﺮﺍﺣﺔ ،ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻳﻨﺘﺞ ﻋﻨﻪ ﺍﺣﺘﻤﺎﻝ ﻗﺮﺍﺀﺓ ﺍﻹﻋﻼﻥ ﺃﻭ ﺍﻟﺘﻄﺮﻕ
ﺇﻟﻴﻪ ﺑﻨﺴﺒﺔ ﺃﻛﱪ ﳑﺎ ﻟﻮ ﻧﺸﺮ ﰲ ﺻﺤﻴﻔﺔ ﻳﻮﻣﻴﺔ ﺻﺒﺎﺣﻴﺔ.
ﻭ ﺗﻨﻔﺮﺩ ﺍﻟﺼﺤﻒ ﺑﻌﺪﺩ ﻣﻦ ﺍﳌﺰﺍﻳﺎ ﺍﻟﱵ ﳝﻜﻦ ﺇﳚﺎﺯﻫﺎ ﺑﺎﻵﰐ:
ﺗﻌﺘﱪ ﺗﻜﻠﻔﺔ ﺍﻹﻋﻼﻥ ﰲ ﺍﻟﺼﺤﻒ ﻣﻨﺨﻔﻀﺔ ﻧﺴﺒﻴﺎ ﻣﻘﺎﺭﻧﺔ ﻣﻊ ﻏﲑﻫﺎ ﻣﻦ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻷﺧﺮﻯ ﻣﺜﻞ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﻭﺍﻹﺫﺍﻋﺔ....
ﺍﻟﺴﺮﻋﺔ ﰲ ﺇﻋﺪﺍﺩ ﻭ ﻧﺸﺮ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻹﻋﻼﻧﻴﺔ ﻭ ﺧﺎﺻﺔ ﺗﻠﻚ ﺍﻟﱵ ﺗﺮﺗﺒﻂ ﺑﺎﻷﺣﺪﺍﺙ ﺍﻟﻴﻮﻣﻴﺔ ،ﻭ ﻫﺬﻩ ﺍﳌﻴﺰﺓ ﻧﻌﻄﻲ ﻟﻠﻤﻌﻠﻦ
ﻓﺮﺻﺔ ﺍﻗﺘﻔﺎﺀ ﺁﺛﺮ ﺍﻹﻋﻼﻥ ﻭ ﺭﺅﻳﺔ ﻧﺘﺎﺋﺠﻪ ﺑﺴﺮﻋﺔ ﺃﻳﻀﺎ.
ﻼ.
ﺗﺘﻴﺢ ﻃﺮﻳﻘﺔ ﺻﺪﻭﺭ ﺍﻟﺼﺤﻒ ﻟﻠﻤﻌﻠﻦ ﺗﻜﺮﺍﺭ ﺍﻹﻋﻼﻥ ﰲ ﻓﺘﺮﺍﺕ ﺃﻗﺼﺮ ﳑﺎ ﺗﺴﻤﺢ ﺑﻪ ﺍﻼﺕ ﻣﺜ ﹰ
ﳚﻌﻞ ﺗﻨﻮﻉ ﻣﻮﺍﺩ ﺍﻟﺼﺤﻴﻔﺔ ﻭ ﺍﺧﺘﻼﻑ ﻓﺌﺎﺕ ﻗﺮﺍﺋﻬﺎ ﻣﻦ ﺗﻠﻚ ﺍﻟﺼﺤﻴﻔﺔ ﻭﺳﻴﻠﺔ ﻣﺮﻧﺔ ﻟﻺﻋﻼﻥ ،ﺣﻴﺚ ﻳﺴﺘﻄﻴﻊ ﺍﳌﻌﻠﻦ ﺃﻥ
ﻳﺼﻞ ﻣﻦ ﺧﻼﳍﺎ ﺇﱃ ﺍﻟﻨﻮﻉ ﺍﻟﺬﻱ ﻳﺮﻳﺪﻩ ﻣﻦ ﺍﳉﻤﻬﻮﺭ.
ﺗﻘﺪﻡ ﺑﻌﺾ ﺍﻟﺼﺤﻒ ﺍﻟﻜﺜﲑ ﻣﻦ ﺍﳋﺪﻣﺎﺕ ﺇﱃ ﺍﳌﻌﻠﻨﲔ ﻣﺜﻞ ﲢﻠﻴﻞ ﺍﻟﺒﻴﺌﺔ ﺍﶈﻠﻴﺔ ،ﻭ ﲝﻮﺙ ﺍﳉﻤﻬﻮﺭ ،ﺇﺿﺎﻓﺔ ﺇﱃ ﺍﳋﺪﻣﺎﺕ
ﺍﻟﻔﻨﻴﺔ ﺍﳋﺎﺻﺔ ﺑﺈﻋﺪﺍﺩ ﺍﻹﻋﻼﻥ ﻭ ﺇﺧﺮﺍﺟﻪ ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﳛﻞ ﻛﺜﲑﺍ ﻣﻦ ﻣﺸﻜﻼﺕ ﺻﻐﺎﺭ ﺍﳌﻌﻠﻨﲔ.
ﺗﺘﻤﻴﺰ ﺍﻟﺼﺤﻒ ﺑﺎﻟﺘﻐﻄﻴﺔ ﺍﻟﻜﺜﻴﻔﺔ ،ﻓﻔﻲ ﺑﻌﺾ ﺍﳌﻨﺎﻃﻖ ﳝﻜﻦ ﺍﻟﻮﺻﻮﻝ ﺇﱃ %90ﻣﻦ ﺍﳉﻤﻬﻮﺭ ﺍﳊﺎﱄ ﻭ ﺍﳌﺮﺗﻘﺐ ﻣﻦ
ﺧﻼﻝ ﺟﺮﻳﺪﺓ ﻭﺍﺣﺪﺓ.
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ﻭ ﻋﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﺍﳌﺰﺍﻳﺎ ﺍﻟﱵ ﲢﻘﻘﻬﺎ ﺍﻟﺼﺤﻒ ﺇﻻ ﺃﻥ ﺍﻹﻋﻼﻥ ﻓﻴﻬﺎ ﻳﻌﺎﱐ ﻣﻦ ﺑﻌﺾ ﺍﳌﺸﻜﻼﺕ ﺍﻟﱵ ﲢﺪ ﻣﻦ ﻓﻌﺎﻟﻴﺘﻬﺎ ،ﻭ ﻣﻦ
ﺃﺑﺮﺯ ﻫﺬﻩ ﺍﳌﺸﻜﻼﺕ:
ﺃﻥ ﺍﻟﺼﺤﻒ ﻋﻤﺮﻫﺎ ﻗﺼﲑ ،ﻓﻬﻲ ﻤﻞ ﺑﻌﺪ ﻗﺮﺍﺀﺎ ،ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻳﺆﺩﻱ ﺇﱃ ﺗﻀﺎﺀﻝ ﺍﺣﺘﻤﺎﻝ ﺭﺅﻳﺔ ﺍﻟﻘﺎﺭﺉ ﻟﻺﻋﻼﻥ ﺃﻭ
ﺍﻻﻫﺘﻤﺎﻡ ﺑﻘﺮﺍﺀﺗﻪ.
ﻻ ﻳﺴﻤﺢ ﻭﺭﻕ ﺑﻌﺾ ﺍﻟﺼﺤﻒ ﺑﺎﺳﺘﻌﻤﺎﻝ ﺍﻟﺼﻮﺭ ﺍﻟﻮﺍﺿﺤﺔ ﻭ ﺍﻷﻟﻮﺍﻥ ،ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻳﻌﻴﻖ ﺇﺧﺮﺍﺝ ﺍﻹﻋﻼﻥ ﺑﺪﺭﺟﺔ
ﻋﺎﻟﻴﺔ ﻣﻦ ﺍﻹﺗﻘﺎﻥ ﺍﻟﻔﲏ.
ﺍﻼﺕ:
ﺑﺴﺒﺐ ﺍﺭﺗﻔﺎﻉ ﺍﳌﺴﺘﻮﻯ ﺍﻟﺜﻘﺎﰲ ﻭ ﺍﺭﺗﻔﺎﻉ ﻣﺴﺘﻮﻯ ﺍﳌﻌﻴﺸﺔ ﻭ ﺯﻳﺎﺩﺓ ﺍﻹﻣﻜﺎﻧﻴﺎﺕ ﺍﳌﺎﺩﻳﺔ ﻷﻓﺮﺍﺩ ﺍﺘﻤﻊ ،ﺃﺧﺬﺕ ﺍﻼﺕ
ﲢﺘﻞ ﻣﻜﺎﻧﺔ ﻋﺎﻟﻴﺔ ﺑﲔ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻥ ﰲ ﺍﻟﻮﻗﺖ ﺍﳊﺎﺿﺮ ،ﻭ ﺍﻼﺕ ﻣﻨﻬﺎ ﻣﺎ ﻫﻮ ﻋﺎﻡ ﻳﻬﺘﻢ ﺎ ﻓﺌﺎﺕ ﺍﻟﺸﻌﺐ ﻛﺎﻓﺔ ،ﻭ ﻣﻨﻬﺎ ﻣﺎ
ﻫﻮ ﺧﺎﺹ ﻳﻌﲏ ﻓﺌﺎﺕ ﻣﻌﻴﻨﺔ ﻣﻦ ﺍﻟﻨﺎﺱ ﻣﺜﻞ ﳎﻼﺕ ﺍﻟﻨﺴﺎﺀ ﻭ ﺍﻟﺸﺒﺎﺏ ﻭ ﺭﺟﺎﻝ ﺍﻷﻋﻤﺎﻝ ،ﻭ ﻟﺬﻟﻚ ﻓﺈﻥ ﺍﻼﺕ ﺍﳋﺎﺻﺔ ﺗﻘﺪﻡ
ﳌﻨﺘﺠﻲ ﺑﻌﺾ ﺍﻟﺴﻠﻊ ﻓﺮﺻﺔ ﻃﻴﺒﺔ ﻟﻠﻮﺻﻮﻝ ﺇﱃ ﲨﻬﻮﺭ ﳏﺪﺩ ﻭ ﳐﺘﺎﺭ ﺑﻌﻨﺎﻳﺔ ،ﻛﻤﺎ ﺗﻌﺘﱪ ﺍﻼﺕ ﻣﻦ ﺃﻓﻀﻞ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻥ ﻋﻦ
ﺍﳋﺪﻣﺎﺕ ﻭ ﺍﻷﻓﻜﺎﺭ ﺍﳉﺪﻳﺪﺓ ﺍﻟﱵ ﳛﺘﺎﺝ ﺍﻟﺘﺮﻭﻳﺞ ﳍﺎ ﺇﱃ ﺷﺮﺡ ﻃﻮﻳﻞ ﻟﻜﻮﺎ ﺗﻘﺮﺃ ﰲ ﻭﻗﺖ ﺍﻟﺮﺍﺣﺔ ﻭ ﻋﻠﻰ ﻣﻬﻞ.
ﻭ ﳝﻜﻦ ﺇﳚﺎﺯ ﻣﺰﺍﻳﺎ ﺍﻼﺕ ﻓﻴﻤﺎ ﻳﻠﻲ:
ﺇﻥ ﺣﻴﺎﺓ ﺍﻼﺕ ﺃﻃﻮﻝ ﻣﻦ ﺣﻴﺎﺓ ﺃﻱ ﻭﺳﻴﻠﺔ ﺃﺧﺮﻯ ﻣﻦ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻥ ﺍﳌﻘﺮﻭﺀﺓ ،ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻳﺘﻴﺢ ﻟﻠﻘﺎﺭﺉ ﻓﺮﺻﺔ
ﻗﺮﺍﺀﺓ ﺍﻹﻋﻼﻥ ﻋﺪﺓ ﻣﺮﺍﺕ ﻭ ﺑﺈﻣﻌﺎﻥ.
ﺗﻄﺒﻊ ﺍﻼﺕ ﻋﻠﻰ ﻭﺭﻕ ﺟﻴﺪ ﳑﺎ ﻳﺴﻤﺢ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻷﻟﻮﺍﻥ ،ﻭ ﺍﻟﺘﺤﻜﻢ ﰲ ﺍﻹﺧﺮﺍﺝ ﻭ ﺍﻟﺘﺼﻮﻳﺮ ،ﲟﺎ ﻳﺴﺎﻋﺪ ﺍﳌﻌﻠﻨﲔ
ﻋﻠﻰ ﻋﺮﺽ ﺭﺳﺎﺋﻠﻬﻢ ﺍﻹﻋﻼﻧﻴﺔ ﻟﻠﺨﺪﻣﺎﺕ ﻭﺍﻷﻓﻜﺎﺭ ﺑﺄﻟﻮﺍﺎ ﺍﻟﻄﺒﻴﻌﻴﺔ ،ﻭ ﺇﺑﺮﺍﺯ ﻣﻴﺰﺍﺎ ﻭﺧﺼﺎﺋﺼﻬﺎ ﺑﺸﻜﻞ ﺃﻓﻀﻞ ﻭ
ﺃﺩﻕ.
ﲤﺮ ﺍﻠﺔ ﻋﻠﻰ ﲨﻴﻊ ﺃﻓﺮﺍﺩ ﺍﻟﻌﺎﺋﻠﺔ ،ﻭ ﺑﺬﻟﻚ ﺗﻀﻤﻦ ﺇﺑﻼﻍ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻹﻋﻼﻧﻴﺔ ﺇﱃ ﻋﺪﺩ ﻛﺒﲑ ﻣﻦ ﺍﻟﻘﺮﺍﺀ.
ﻼ ﺩﺭﺍﺳﺔ ﻣﻴﻮﻝ ﻭ ﺭﻏﺒﺎﺕ ﺍﻟﻘﺮﺍﺀ ،ﺍﳋﺼﺎﺋﺺ ﺗﻘﺪﻡ ﺑﻌﺾ ﺍﻼﺕ ﺑﻌﺾ ﺍﳋﺪﻣﺎﺕ ﻟﻌﻤﻼﺋﻬﺎ ﻣﻦ ﺍﳌﻌﻠﻨﲔ ،ﻭ ﺍﻟﱵ ﻣﻨﻬﺎ ﻣﺜ ﹰ
ﺍﻟﺪﳝﻮﻏﺮﺍﻓﻴﺔ ﳉﻤﻬﻮﺭﻫﺎ ،ﻭ ﻣﻦ ﺧﻼﻝ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺎﺕ ﻳﺴﺘﻄﻴﻊ ﺍﳌﻌﻠﻦ ﻣﻌﺮﻓﺔ ﻣﺪﻯ ﺍﻟﺘﺄﺛﲑ ﻭ ﺍﻟﺘﺠﺎﻭﺏ ﺍﻟﺬﻱ ﺃﺣﺪﺛﻪ
ﺍﻹﻋﻼﻥ ،ﻭ ﻣﻦ ﰒ ﻳﺴﺘﻄﻴﻊ ﺃﻥ ﻳﻌﺪﻝ ﺇﻋﻼﻧﺎﺗﻪ ﺑﻄﺮﻳﻘﺔ ﲢﻘﻖ ﺍﻷﻫﺪﺍﻑ ﺍﳌﺮﺟﻮﺓ.
ﻧﻈﺮﺍ ﻷﻥ ﺍﻼﺕ ﺗﺘﺠﻪ ﺇﱃ ﻧﻮﻉ ﻣﻌﲔ ﻣﻦ ﺍﻟﻘﺮﺍﺀ ﻓﺈﻥ ﺫﻟﻚ ﳚﻌﻠﻬﺎ ﻭﺳﻴﻠﺔ ﺻﺎﳊﺔ ﻟﻺﻋﻼﻥ ﻋﻦ ﺃﻓﻜﺎﺭﻭ ﺧﺪﻣﺎﺕ ﳏﺪﺩﺓ.
ﺗﻘﺮﺃ ﺍﻠﺔ ﻋﺎﺩﺓ ﰲ ﻭﻗﺖ ﺍﻟﺮﺍﺣﺔ ،ﻭ ﻟﺬﻟﻚ ﻓﺈﻥ ﺍﻹﻋﻼﻥ ﺳﻮﻑ ﻳﻘﺮﺃ ﻓﻴﻬﺎ ﺑﺈﻣﻌﺎﻥ ،ﻭ ﺑﺬﻟﻚ ﺃﺻﺒﺤﺖ ﺍﻠﺔ ﻣﻦ ﺃﺣﺴﻦ
ﺍﻟﻮﺳﺎﺋﻞ ﻟﻠﺴﻠﻊ ﺍﳉﺪﻳﺪﺓ ﺍﻟﱵ ﳛﺘﺎﺝ ﺗﺒﻨﻴﻬﺎ ﺇﱃ ﺷﺮﺡ ﻃﻮﻳﻞ.
ﻳﺘﻴﺢ ﻋﺪﻡ ﺍﺯﺩﺣﺎﻡ ﺻﻔﺤﺎﺕ ﺍﻼﺕ ﺑﺎﻟﻜﺜﲑ ﻣﻦ ﺍﶈﺘﻮﻳﺎﺕ ﻓﺮﺻﺔ ﻛﺒﲑﺓ ﻟﻺﻋﻼﻥ ﰲ ﺟﻠﺐ ﺍﻧﺘﺒﺎﻩ ﺍﻟﻘﺮﺍﺀ.
ﺃﻣﺎ ﻋﻴﻮﺏ ﺍﻹﻋﻼﻥ ﰲ ﺍﻼﺕ ﻓﻬﻲ:
ﻋﺪﻡ ﺗﻮﺍﻓﺮ ﺍﳌﺮﻭﻧﺔ ﺍﻟﻼﺯﻣﺔ ﰲ ﺍﻼﺕ ،ﳑﺎ ﻳﺘﻌﺬﺭ ﺇﺟﺮﺍﺀ ﺗﻐﻴﲑ ﰲ ﺗﺼﻤﻴﻢ ﺍﻹﻋﻼﻥ ﺃﻭ ﺇﻟﻐﺎﺋﻪ ،ﻛﻤﺎ ﻻ ﻳﺘﻴﺢ ﻟﻠﻤﻌﻠﻦ
ﻓﺮﺻﺔ ﻣﺘﺎﺑﻌﺔ ﺍﻷﺣﺪﺍﺙ ،ﻭ ﻣﺴﺎﻳﺮﺓ ﺍﻟﺘﻄﻮﺭﺍﺕ ﺍﳊﺎﺻﻠﺔ ﻛﻤﺎ ﻫﻮ ﺍﳊﺎﻝ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﺼﺤﻒ ﺍﻟﻴﻮﻣﻴﺔ ﻭ ﺍﻟﺮﺍﺩﻳﻮ.
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ﳛﺘﺎﺝ ﺇﻋﺪﺍﺩ ﺍﻹﻋﻼﻥ ﰲ ﺍﻼﺕ ﺇﱃ ﻭﻗﺖ ﻃﻮﻳﻞ ،ﻭ ﻟﺬﻟﻚ ﻳﺼﻌﺐ ﺇﺟﺮﺍﺀ ﺃﻱ ﺗﻌﺪﻳﻞ ﻓﻴﻪ ،ﻭﺭﺑﻄﻪ ﺑﺎﻷﺣﺪﺍﺙ ﺍﻟﻴﻮﻣﻴﺔ
ﺇﺫﺍ ﻣﺎ ﺗﻐﲑﺕ ﺍﻟﻈﺮﻭﻑ ﺍﶈﻴﻄﺔ ﻗﺒﻞ ﺃﻥ ﻳﻈﻬﺮ ﺍﻹﻋﻼﻥ.
ﺍﻟﺘﻠﻔﺰﻳﻮﻥ:
ﻳﻌﺘﱪ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﻭﺳﻴﻠﺔ ﺇﻋﻼﻧﻴﺔ ﻫﺎﻣﺔ ﻭ ﻣﺘﻄﻮﺭﺓ ﰲ ﺍﻟﻮﻗﺖ ﺍﳊﺎﺿﺮ ،ﻓﻬﻮ ﻳﺴﺎﻋﺪ ﺍﳌﻌﻠﻦ ﻋﻠﻰ ﺇﺑﻼﻍ ﺭﺳﺎﻟﺘﻪ ﺍﻹﻋﻼﻧﻴﺔ ﺇﱃ
ﲨﻬﻮﺭ ﺍﳌﺸﺎﻫﺪﻳﻦ ﺑﻄﺮﻳﻘﺔ ﺗﺴﺘﻄﻴﻊ ﺟﺬﺏ ﺍﻧﺘﺒﺎﻫﻬﻢ ،ﻭ ﺗﺸﺠﻌﻬﻢ ﻋﻠﻰ ﺍﻻﳔﺮﺍﻁ ﺃﻭ ﺗﺒﲏ ﺍﻷﻓﻜﺎﺭ ﻭﺍﳋﺪﻣﺎﺕ ،ﻭ ﻗﺪ ﺳﺎﻋﺪﺕ
ﺍﻷﻗﻤﺎﺭ ﺍﻟﺼﻨﺎﻋﻴﺔ ﻋﻠﻰ ﺗﺴﻬﻴﻞ ﻣﻬﻤﺔ ﺭﺑﻂ ﺍﻟﺸﺒﻜﺔ ﺍﻟﺘﻠﻔﺰﻳﻮﻧﻴﺔ ﻣﻊ ﺍﻟﻜﺜﲑ ﻣﻦ ﺩﻭﻝ ﺍﻟﻌﺎﱂ .ﲝﻴﺚ ﺃﺻﺒﺢ ﺑﺎﻹﻣﻜﺎﻥ ﻧﻘﻞ ﺍﻟﱪﺍﻣﺞ
ﺍﻟﺘﻠﻔﺰﻳﻮﻧﻴﺔ ﺇﱃ ﺃﻛﺜﺮ ﻣﻦ ﺩﻭﻟﺔ ﰲ ﻭﻗﺖ ﻭﺍﺣﺪ .ﻭ ﳛﺘﺎﺝ ﺗﺼﻤﻴﻢ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻠﻔﺰﻳﻮﻧﻴﺔ ﻭ ﺇﺧﺮﺍﺟﻬﺎ ﺇﱃ ﻣﻬﺎﺭﺍﺕ ﻭ ﻛﻔﺎﺀﺍﺕ
ﺧﺎﺻﺔ ،ﺗﺰﻳﺪ ﻋﻦ ﺍﳋﱪﺓ ﻭ ﺍﻟﻜﻔﺎﺀﺓ ﺍﻟﱵ ﺗﺘﻄﻠﺒﻬﺎ ﺍﻹﻋﻼﻧﺎﺕ ﺍﳌﻄﺒﻮﻋﺔ .ﻭ ﻳﺘﻤﻴﺰ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﻛﻮﺳﻴﻠﺔ ﺇﻋﻼﻧﻴﺔ ﺑﺄﺛﺮﻩ ﺍﻟﺸﺪﻳﺪ ﻋﻠﻰ
ﲨﻬﻮﺭ ﺍﳌﺸﺎﻫﺪﻳﻦ ﻣﻦ ﳐﺘﻠﻒ ﺍﻟﻔﺌﺎﺕ ،ﻓﺎﻷﺳﺮﺓ ﻛﻠﻬﺎ ﺗﺸﺎﻫﺪ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ،ﻭ ﺗﺘﺄﺛﺮ ﲟﺎ ﻳﻘﺪﻣﻪ ﻣﻦ ﻣﻮﺍﺩ ﺗﺮﻓﻴﻬﻴﺔ ﻭ ﺛﻘﺎﻓﻴﺔ ﳐﺘﻠﻔﺔ.
ﺃﻣﺎ ﻋﻴﻮﺏ ﺍﻹﻋﻼﻥ ﰲ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﻓﻬﻲ:
ﺍﺭﺗﻔﺎﻉ ﻧﻔﻘﺎﺕ ﺍﻹﻋﻼﻥ ﻓﻴﻪ ،ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﳚﻌﻠﻪ ﰲ ﻏﲑ ﻣﺘﻨﺎﻭﻝ ﺍﳌﻌﻠﻨﲔ ﺍﻟﺼﻐﺎﺭ.
ﻻ ﻳﺼﻠﺢ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﻟﻺﻋﻼﻥ ﻋﻦ ﲨﻴﻊ ﺍﳋﺪﻣﺎﺕ .
ﲟﺎ ﺃﻥ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﳛﺘﻮﻱ ﻋﻠﻰ ﺃﻛﺜﺮ ﻣﻦ ﻗﻨﺎﺓ ،ﻓﺈﻥ ﺍﳌﻌﻠﻦ ﻳﻮﺍﺟﻪ ﺧﻄﺮ ﲢﻮﻝ ﺍﳌﺸﺎﻫﺪﻳﻦ ﻋﻦ ﻣﺸﺎﻫﺪﺓ ﺇﻋﻼﻧﻪ ﺇﱃ
ﻣﺸﺎﻫﺪﺓ ﺑﺮﺍﻣﺞ ﺃﺧﺮﻯ ﻗﺪ ﺗﻜﻮﻥ ﺃﻛﺜﺮ ﺟﺎﺫﺑﻴﺔ.
ﺇﺯﻋﺎﺝ ﺍﳌﺸﺎﻫﺪﻳﻦ ﺑﺴﺒﺐ ﺻﻴﻐﺔ ﺍﻹﺟﺒﺎﺭ ﺍﻟﱵ ﺗﻔﺮﺿﻬﺎ ﻫﺬﻩ ﺍﻟﻮﺳﻴﻠﺔ ﻋﻠﻰ ﺍﳌﺸﺎﻫﺪﻳﻦ ﻣﻦ ﺟﺮﺍﺀ ﺗﻘﺪﱘ ﺍﻹﻋﻼﻧﺎﺕ ﺃﺛﻨﺎﺀ
ﻣﺸﺎﻫﺪﻢ ﺑﺮﺍﻣﺞ ﻣﻌﻴﻨﺔ.
ﰲ ﺑﻌﺾ ﺍﻷﺣﻴﺎﻥ ﻗﺪ ﻻ ﻳﺴﺘﻄﻴﻊ ﺍﳌﻌﻠﻦ ﲢﺪﻳﺪ ﻧﻮﻉ ﺍﳌﺴﺘﻬﻠﻜﲔ ﺍﻟﺬﻳﻦ ﻳﻮﺟﻪ ﳍﻢ ﺍﻹﻋﻼﻥ ،ﻓﺎﻟﺘﻠﻔﺰﻳﻮﻥ ﳜﺎﻃﺐ ﺍﳉﻤﻴﻊ
ﰲ ﻭﻗﺖ ﻭﺍﺣﺪ.
ﺍﻟﺮﺍﺩﻳﻮ:
ﻻﺯﺍﻝ ﺍﻟﺮﺍﺩﻳﻮ ﻣﻦ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻧﻴﺔ ﺍﳌﻬﻤﺔ ﰲ ﲨﻴﻊ ﺩﻭﻝ ﺍﻟﻌﺎﱂ ﻹﺑﻼﻍ ﺭﺳﺎﻟﺔ ﺍﳌﻌﻠﻦ ﺇﱃ ﺍﳉﻤﻬﻮﺭ ،ﻭ ﺫﻟﻚ ﻟﺘﻤﻴﺰﻩ ﺑﻄﻮﻝ
ﻓﺘﺮﺍﺕ ﺍﻟﺒﺚ ،ﻭ ﺗﻌﺪﺩ ﺍﻟﱪﺍﻣﺞ ﺍﻟﱵ ﻳﻘﺪﻣﻬﺎ ،ﻭ ﻗﺪﺭﺗﻪ ﻋﻠﻰ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﲨﺎﻋﺎﺕ ﳐﺘﻠﻔﺔ ﻣﻦ ﺍﳉﻤﻬﻮﺭ ﲟﺎ ﻓﻴﻬﻢ ﺍﻷﻣﻴﲔ .
ﻭ ﻣﻦ ﻣﺰﺍﻳﺎ ﺍﻹﻋﻼﻥ ﺑﺎﻟﺮﺍﺩﻳﻮ ﻣﺎ ﻳﻠﻲ:
ﺃﻧﻪ ﻭﺳﻴﻠﺔ ﺇﻋﻼﻥ ﲰﻌﻴﺔ ﻳﺘﺴﻊ ﻓﻴﻬﺎ ﺍﺎﻝ ﻟﻠﺸﺮﺡ ﺍﻟﻮﺍﰲ ،ﺍﻷﻣﺮ ﺍﻟﺬﻱ ﻳﻘﺮﺎ ﻣﻦ ﻃﺮﻳﻘﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ.
ﻳﺴﺘﻄﻴﻊ ﺍﳌﻌﻠﻦ ﺃﻥ ﻳﻘﺪﻡ ﺭﺳﺎﻟﺘﻪ ﺍﻹﻋﻼﻧﻴﺔ ﺑﻠﻐﺎﺕ ﳐﺘﻠﻔﺔ ﺗﻨﺎﺳﺐ ﲨﻬﻮﺭ ﺍﳌﺴﺘﻤﻌﲔ.
ﻳﺴﻤﺢ ﺍﻟﺮﺍﺩﻳﻮ ﺑﻨﻘﻞ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻹﻋﻼﻧﻴﺔ ﺇﱃ ﺍﻷﻣﻴﲔ ﻣﻦ ﺍﳉﻤﻬﻮﺭ ،ﻭﺍﳌﻨﻬﻤﻜﲔ ﰲ ﺃﻋﻤﺎﻝ ﺃﺧﺮﻯ.
ﺍﻟﺴﺮﻋﺔ ﺍﻟﻔﺎﺋﻘﺔ ﰲ ﺗﻮﺻﻴﻞ ﺍﻷﺧﺒﺎﺭ ﻭ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺣﻴﺚ ﺃﻥ ﺍﻻﺗﺼﺎﻝ ﺍﻹﺫﺍﻋﻲ ﻳﻌﺘﱪ ﻣﻦ ﺃﺳﺮﻉ ﻭﺳﺎﺋﻞ ﺍﻻﺗﺼﺎﻝ ﰲ
ﺍﻟﻌﺎﱂ.
ﻭ ﻣﻦ ﻋﻴﻮﺏ ﺍﻹﻋﻼﻥ ﰲ ﺍﻟﺮﺍﺩﻳﻮ ﳒﺪ ﻣﺎ ﻳﻠﻲ:
www.veecos.net
ﺍﺣﺘﻤﺎﻝ ﺗﻀﺎﻳﻖ ﺍﳌﺴﺘﻤﻌﲔ ﺑﺴﺒﺐ ﻃﻮﻝ ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﻗﺪ ﺗﺴﺘﻐﺮﻗﻪ ﺍﻹﻋﻼﻧﺎﺕ ﻟﺬﺍ ﳒﺪ ﺍﻟﻜﺜﲑ ﻣﻦ ﺍﳌﻌﻠﻨﲔ ﻳﻔﻀﻠﻮﻥ
ﲢﺪﻳﺪ ﻣﺪﺓ ﺍﻟﻮﻣﻀﺔ ﺍﻹﻋﻼﻧﻴﺔ ﺍﳌﺴﻤﻮﻋﺔ.
ﻛﺜﲑﺍ ﻣﺎ ﻳﺘﻢ ﺍﻻﺳﺘﻤﺎﻉ ﺇﱃ ﺍﻟﺮﺍﺩﻳﻮ ﺃﺛﻨﺎﺀ ﺗﺄﺩﻳﺔ ﺍﻟﻌﻤﻞ ،ﻭ ﻫﺬﺍ ﻣﻌﻨﺎﻩ ﻋﺪﻡ ﺍﻟﺘﻔﺮﻍ ﺍﻟﺬﻱ ﻗﺪ ﻳﺆﺩﻱ ﺇﱃ ﻋﺪﻡ ﺍﻻﻧﺘﺒﺎﻩ ﺇﱃ
ﺍﻹﻋﻼﻥ.
-5ﻣﻴﺰﺍﻧﻴﺔ ﺍﻹﻋﻼﻥ :ﺇﻥ ﲢﺪﻳﺪ ﻣﻴﺰﺍﻧﻴﺔ ﺍﻹﻋﻼﻥ ﻳﺮﺗﺒﻂ ﺑﺎﻷﻫﺪﺍﻑ ﺍﻟﱵ ﺗﺴﻌﻰ ﺍﳊﻤﻠﺔ ﻟﺘﺤﻘﻴﻘﻬﺎ ،ﻭﻛﺬﺍ ﻃﺒﻴﻌﺔ ﺍﻟﻔﻜﺮﺓ
ﺃﻭ ﺍﳋﺪﻣﺔ ﺍﳌﻌﻠﻦ ﻋﻨﻬﺎ ﻭ ﺍﻟﺒﻴﺌﺔ ﺍﳌﺴﺘﻬﺪﻓﺔ ﺑﺎﻹﻋﻼﻥ ،ﻭﻫﻲ ﺗﺮﺗﺒﻂ ﺃﻳﻀﺎ ﺑﺎﻟﺰﻣﻦ ،ﺇﻻ ﺃﻧﻪ ﻻﺑﺪ ﺃﻥ ﺗﺮﺍﺟﻊ ﺩﻭﺭﻳﺎ ﻧﺘﻴﺠﺔ ﻟﻠﺘﻐﲑﺍﺕ
ﺍﻟﱵ ﲢﺪﺙ ﰲ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ،ﺃﻱ ﺃﻥ ﻫﺬﻩ ﺍﳌﻴﺰﺍﻧﻴﺔ ﻻﺑﺪ ﺃﻥ ﺗﻜﻮﻥ ﺗﻔﺼﻴﻠﻴﺔ ﻭﻣﻮﺿﻮﻋﻴﺔ ﺗﻜﻔﻲ ﻹﳒﺎﺯ ﺍﻷﻋﻤﺎﻝ ﺍﳌﺘﻀﻤﻨﺔ ﰲ
ﺑﺮﺍﻣﺞ ﺍﳊﻤﻠﺔ ﺍﻹﻋﻼﻧﻴﺔ ،ﻭﺃﻫﻢ ﻃﺮﻕ ﲢﺪﻳﺪ ﳐﺼﺼﺎﺕ ﺍﻹﻋﻼﻥ ﻫﻲ:
ﺍﻹﲡﺎﻩ ﺍﻟﻜﻴﻔﻲ :ﳛﺪﺩ ﺍﳌﻌﻠﻦ ﲟﻮﺟﺐ ﻫﺬﺍ ﺍﻹﲡﺎﻩ ﻣﺒﻠﻐﺎ ﻣﻌﻴﻨﺎ ﻣﻦ ﺍﳌﺎﻝ ﻳﻨﻔﻘﻪ ﻋﻠﻰ ﻧﺸﺎﻃﻪ ﺍﻹﻋﻼﱐ ﻋﻠﻰ
ﺃﺳﺎﺱ ﺟﺰﺍﰲ ﺩﻭﻥ ﺩﺭﺍﺳﺔ ﺃﻭ ﻗﺎﻋﺪﺓ ﻣﻌﻴﻨﺔ ،ﻭﳛﺪﺩ ﺍﳌﺒﻠﻎ ﺣﺴﺐ ﻫﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ ﻋﻠﻰ ﺃﺳﺎﺱ ﻗﺪﺭﺓ ﺍﳌﻮﻗﻊ
ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳌﺎﻟﻴﺔ.
ﲢﺪﻳﺪ ﻧﺴﺒﺔ ﻣﻌﻴﻨﺔ ﻣﻦ ﻣﻴﺰﺍﻧﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ .
ﲢﺪﻳﺪ ﻣﺒﻠﻎ ﻋﻠﻰ ﺃﺳﺎﺱ ﻣﺎ ﺗﻨﻔﻘﻪ ﺍﳌﻮﺍﻗﻊ ﺍﻷﺧﺮﻯ ﻋﻠﻰ ﺍﻹﻋﻼﻥ
ﲢﺪﻳﺪ ﻣﺒﻠﻎ ﻣﺎﱄ ﻋﻠﻰ ﺿﻮﺀ ﺃﻫﺪﺍﻑ ﺍﻹﻋﻼﻥ ﺍﳌﺮﺍﺩ ﲢﻘﻴﻘﻬﺎ.
ﺍﳌﺰﺝ ﺑﲔ ﺍﻟﻄﺮﻕ ﺍﻟﺴﺎﺑﻘﺔ.
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ﻳﺘﻤﺘﻊ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺑﺎﳌﺮﻭﻧﺔ ،ﺣﻴﺚ ﻳﺴﺘﻄﻴﻊ ﻣﻨﺪﻭﺏ ﺍﻟﺒﻴﻊ ﺃﻥ ﻳﺼﻮﻍ ﺭﺳﺎﻟﺘﻪ ﺍﻻﺗﺼﺎﻟﻴﺔ ﺑﺎﻟﻄﺮﻳﻘﺔ ﺍﻟﱵ ﺗﻨﺎﺳﺐ
ﺣﺎﺟﺎﺕ ﺍﳉﻤﻬﻮﺭ ﻭﺩﻭﺍﻓﻌﻪ ﻭ ﻋﺎﺩﺍﺗﻪ ،ﻭﺃﻳﻀﺎ ﲤﻜﻦ ﻫﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ ﻣﻨﺪﻭﺏ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻣﻦ ﻣﻼﺣﻈﺔ ﺭﺩﻭﺩ ﺍﻟﻔﻌﻞ
ﻟﺪﻯ ﺍﻟﻌﻤﻴﻞ ،ﻭﺍﲣﺎﺫ ﺍﻹﺟﺮﺍﺀﺍﺕ ﺍﻟﺘﺼﺤﻴﺤﻴﺔ ﺍﳌﻨﺎﺳﺒﺔ ﰲ ﺍﳊﺎﻝ.
ﻳﻮﻟﺪ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﻋﻼﻗﺎﺕ ﺟﻴﺪﺓ ﺑﲔ ﻣﻨﺪﻭﰊ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻭ ﺍﳉﻤﻬﻮﺭ ،ﻭ ﻳﻮﻃﺪ ﺍﻟﻌﻼﻗﺎﺕ ﺑﻴﻨﻬﻢ ﳑﺎ
ﻳﺴﺎﻋﺪ ﺑﺎﻟﺘﺎﱄ ﻋﻠﻰ ﺍﺳﺘﻤﺮﺍﺭ ﺍﻟﺘﻌﺎﻣﻞ ﺍﳌﺮﺑﺢ ﺑﲔ ﺍﻟﻄﺮﻓﲔ.
ﻳﻘﻠﻞ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﻣﻦ ﺍﻹﺳﺮﺍﻑ ﰲ ﺍﳉﻬﻮﺩ ﺍﻷﺩﺍﺋﻴﺔ ﺇﱃ ﺃﺩﱏ ﺣ ﺪ ﳑﻜﻦ ،ﻭ ﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﻗﻴﺎﻡ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ
ﺑﺘﺤﺪﻳﺪ ﺣﺼﺘﻬﺎ ﻣﻦ ﺍﻟﺒﻴﺌﺔ ﺑﺸﻜﻞ ﺃﻛﺜﺮ ﻛﻔﺎﺀﺓ ﻣﻦ ﺃﻱ ﻭﺳﻴﻠﺔ ﺗﺮﻭﳚﻴﺔ ﺃﺧﺮﻯ.
ﻳﺴﺘﻄﻴﻊ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺃﻥ ﻳﻘﺪﻡ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﺧﺪﻣﺎﺕ ﺃﺧﺮﻯ ،ﺣﻴﺚ ﻳﻘﻮﻡ ﻣﻨﺪﻭﺑﻮ ﺍﻻﺗﺼﺎﻝ ﺑﺘﺠﻤﻴﻊ
ﺑﻴﺎﻧﺎﺕ ﻣﻬﻤﺔ ﻋﻦ ﻣﻴﻮﻝ ﺍﳉﻤﻬﻮﺭ ﻭ ﺍﲡﺎﻫﺎﻢ.
ﻭ ﺑﻘﺪﺭ ﻣﺎ ﻟﻮﺳﻴﻠﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﻣﻦ ﻣﺰﺍﻳﺎ ﺇﻻ ﺃﻥ ﻣﺸﻜﻼﺕ ﻛﺜﲑﺓ ﺗﻌﺘﺮﺿﻬﺎ ﻧﺬﻛﺮ ﻣﻨﻬﺎ ﻣﺎ ﻳﻠﻲ:
ﺍﺭﺗﻔﺎﻉ ﺗﻜﻠﻔﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ.
ﺻﻌﻮﺑﺔ ﺇﳚﺎﺩ ﺍﳌﻮﺍﻗﻊ ﳌﻨﺪﻭﰊ ﺍﻻﺗﺼﺎﻝ ﺍﳌﺆﻫﻠﲔ ﻟﻠﻘﻴﺎﻡ ﺑﺎﻟﻌﻤﻞ.
ﺗﻌﺪﺩ ﻣﺸﻜﻼﺕ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ،ﻭ ﺧﺎﺻﺔ ﺗﻠﻚ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﺧﺘﻴﺎﺭ ﺍﳌﻨﺪﻭﺑﲔ ﻭ ﺇﺩﺍﺭﻢ ﻭ ﺍﻹﺷﺮﺍﻑ ﻋﻠﻴﻬﻢ.
-3ﺃﻧﻮﺍﻉ ﺷﺨﺼﻴﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻭﻃﺮﻕ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻌﻬﺎ:
ﲢﺪﻳﺪ ﳕﻂ ﺍﻟﻌﻤﻼﺀ :ﻭﻫﻲ ﺍﳋﻄﻮﺓ ﺍﳌﻬﻤﺔ ﰲ ﻃﺮﻳﻖ ﻛﺴﺐ ﺍﻟﻌﻤﻼﺀ ،ﻓﻤﻦ ﺧﻼﻝ ﻫﺬﻩ ﺍﳋﻄﻮﺍﺕ ﻧﺘﻌﺮﻑ ﺃﻛﺜﺮ ﻋﻠﻰ ﳕﻂ
ﺍﻟﻌﻤﻴﻞ ،ﻭﺻﻔﺎﺗﻪ ﻭﲰﺎﺗﻪ ،ﻭﺫﻟﻚ ﻳﻌﺪ ﲟﺜﺎﺑﺔ ﺍﳌﻨﺎﺭﺓ ﺍﻟﱵ ﺗﻀﺊ ﺍﻟﻄﺮﻳﻖ ﳓﻮ ﺗﻌﺎﻣﻞ ﻣﺘﻤﻴﺰ ﻣﻊ ﺍﻟﻌﻤﻼﺀ ،ﻭﺇﻟﻴﻚ ﺑﻌﻀﺎ ﻣﻦ ﺃﻫﻢ
ﺍﻷﳕﺎﻁ ﺍﻟﱵ ﻳﺘﻤﻴﺰ ﺎ ﺟﻞ ﺍﻟﻌﻤﻼﺀ ،ﻭﻣﻦ ﺃﳘﻬﺎ ﻣﺎ ﻳﻠﻲ:
.1ﺍﻟﻌﻤﻴﻞ ﺍﳌﺘﺮﺩﺩ.
ﻫﻮ ﺫﻟﻚ ﺍﻟﻌﻤﻴﻞ ﺍﻟﺬﻱ ﻻ ﻳﺴﺘﻄﻴﻊ ﺃﻥ ﻳﺘﺨﺬ ﻗﺮﺍﺭﺍ ﻓﻬﻮ ﻣﺘﺨﻮﻑ ﻭﻣﺘﺤﻔﻆ ،ﻛﻤﺎ ﺃﻥ ﻟﺪﻳﻪ ﻧﻘﺼﺎ ﰲ ﺍﻟﺘﺮﻛﻴﺰ ،ﻭﳛﺘﺎﺝ ﻫﺬﺍ
ﺍﻟﻌﻤﻴﻞ ﺇﱃ ﻭﻗﺖ ﻹﻗﻨﺎﻋﻪ ﺑﺘﺒﲏ ﺍﳋﺪﻣﺔ ،ﻭﺧﺎﺻﺔ ﺇﺫﺍ ﻛﺎﻧﺖ ﺗﻠﻚ ﺍﻟﻌﻤﻠﻴﺔ ﻛﺒﲑﺓ ﺍﳊﺠﻢ ،ﻓﺎﻟﻌﻤﻴﻞ ﺍﳌﺘﺮﺩﺩ ﻳﻔﺘﻘﺮ ﺇﱃ ﻗﺪﺭ ﻛﺒﲑ
ﻣﻦ ﺍﻟﺜﻘﺔ ﺑﺎﻟﻨﻔﺲ ،ﻭﻣﺮﺗﺎﺏ ﻭﺷﺪﻳﺪ ﺍﻟﻘﻠﻖ ﻭﻗﺪ ﻳﻜﻮﻥ ﺧﺠﻮﻟﹰﺎ ،ﳛﺘﺎﺝ ﻫﺬﺍ ﺍﻟﻌﻤﻴﻞ ﺇﱃ ﺍﻟﺸﺮﺡ ﺍﳌﻨﻄﻘﻲ ﺍﳌﺮﺗﺒﻂ ﺑﻘﺪﺭﺗﻪ ﻋﻠﻰ
ﺍﻟﺘﻌﻠﻢ ،ﻭ ﺑﻘﺪﺭ ﻗﻨﺎﻋﺘﻚ ﰲ ﺍﻟﺮﺩ ﻋﻠﻰ ﺍﻋﺘﺮﺍﺿﺎﺗﻪ ﺳﺘﺆﺛﺮ ﻓﻴﻪ.
.2ﺍﻟﻌﻤﻴﻞ ﺧﺸﻦ ﺍﳌﻌﺎﻣﻠﺔ.
ﻳﻐﻠﺐ ﻋﻠﻰ ﻫﺬﺍ ﺍﻟﻌﻤﻴﻞ ﻓﻘﺪﺍﻥ ﺍﻟﺜﻘﺔ ﺑﺎﻵﺧﺮﻳﻦ ،ﻳﻨﺎﻗﺶ ﺑﻌﻨﻒ ،ﺻﻮﺗﻪ ﻋﺎﻝﹴ ،ﻛﻠﻤﺎﺗﻪ ﻗﺪ ﺗﻜﻮﻥ ﻗﺎﺳﻴﺔ ﺗﺼﻞ ﰲ ﺑﻌﺾ
ﺍﻷﺣﻴﺎﻥ ﺇﱃ ﺍﻟﺸﺘﺎﺋﻢ ،ﻳﻮﺩ ﺩﺍﺋﻤﺎ ﺃﻥ ﻳﺸﻌﺮ ﺑﺄﳘﻴﺘﻪ ،ﻭﻳﺘﺪﺧﻞ ﻣﻘﺎﻃﻌﺎ ﻷﻱ ﺣﺪﻳﺚ ﻣﻦ ﺍﳉﺎﻧﺐ ﺍﻵﺧﺮ ،ﳛﺘﺎﺝ ﺇﱃ ﺻﱪ ﻭﳏﺎﻓﻈﺔ
ﻋﻠﻰ ﺍﳍﺪﻭﺀ ﻭﺭﺑﺎﻃﺔ ﺟﺄﺵ ﺍﳌﻨﺪﻭﺏ ،ﻓﻌﻠﻰ ﺍﳌﻨﺪﻭﺏ ﺍﻻﻫﺘﻤﺎﻡ ﺑﻪ ﻭﺍﻹﺻﻐﺎﺀ ﺇﱃ ﻛﻠﻤﺎﺗﻪ ،ﻓﻘﺪ ﻳﻜﻮﻥ ﻓﻴﻬﺎ ﺑﻌﺾ ﺍﳊﻖ ،ﻛﻤﺎ ﺃﻥ
ﺍﳊﺰﻡ ﻣﻔﻴﺪ ﻣﻌﻪ.
.3ﺍﻟﻌﻤﻴﻞ ﺍﳌﺘﺸﻜﻚ.
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ﻫﻮ ﻋﻤﻴﻞ ﻻ ﻳﺼﺪﻕ ﻣﺎ ﻳﻘﺎﻝ ﺑﺴﻬﻮﻟﺔ ،ﻭﻳﺒﺪﻭ ﺫﻟﻚ ﻭﺍﺿﺤﺎ ﰲ ﻛﻠﻤﺎﺗﻪ ﻭﻣﻼﳏﻪ ،ﻭﻳﻨﺘﻘﺪﻙ ﻫﺬﺍ ﺍﻟﻌﻤﻴﻞ ﺑﺸﺪﺓ ،ﻭﻳﻨﻈﺮ
ﺇﻟﻴﻚ ﻫﺬﺍ ﺍﻟﻌﻤﻴﻞ ﺑﻨﻈﺮﺓ ﺍﻟﺸﻚ ﺩﺍﺋﻤﺎ ،ﺑﺎﻋﺘﺒﺎﺭﻙ ﺗﻨﺼﺐ ﻟﻪ ﺷﺒﻜﹰﺎ ﰲ ﻛﻞ ﻛﻠﻤﺔ ﻭﻛﻞ ﻋﺮﺽ ،ﻭﻫﺬﺍ ﺍﻟﻌﻤﻴﻞ ﳛﺘﺎﺝ ﺑﺎﺳﺘﻤﺮﺍﺭ
ﺃﻥ ﺗﻘﺪﻡ ﻟﻪ ﺩﻟﻴﻠﹰﺎ ﻋﻠﻰ ﺻﺪﻗﻚ ﰲ ﺷﻜﻞ ﻭﺭﻗﺔ ﺃﻭ ﻣﺴﺘﻨﺪ ﺃﻭ ﻗﺎﺋﻤﺔ ،ﻭﰲ ﺃﺣﻴﺎﻥ ﻛﺜﲑﺓ ﻗﺪ ﺗﻠﺠﺄ ﺇﱃ ﺗﻘﺪﱘ ﺿﻤﺎﻧﺎﺕ ،ﻟﻀﻤﺎﻥ
ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺛﻘﺔ ﻫﺬﺍ ﺍﻟﻌﻤﻴﻞ.
4
ﺍﻟﻌﻤﻴﻞ ﺍﳌﻐﺮﻭﺭ.
ﻫﺬﺍ ﺍﻟﻌﻤﻴﻞ ﻳﻌﺘﻘﺪ ﺑﺘﻤﻴﺰﻩ ﻋﻦ ﺍﻵﺧﺮﻳﻦ ،ﻭﻫﻮ ﺍﻟﺬﻱ ﻳﻘﻮﻡ ﺑﺮﻓﺾ ﻛﻞ ﻣﺎ ﻳﻘﺪﻡ ﻟﻪ ﻣﻦ ﺃﻓﻜﺎﺭ ﺃﻭ ﻣﻘﺘﺮﺣﺎﺕ ،ﻓﻬﻮ ﻳﻘﺎﻃﻊ
ﻭﻳﻜﺜﺮ ﻣﻦ ﺍﻟﺼﻴﺎﺡ ،ﻭﻋﻠﻴﻚ ﺿﺒﻂ ﺃﻋﺼﺎﺑﻚ ﻣﻊ ﻫﺬﺍ ﺍﻟﺸﺨﺺ ،ﻭﺍﻹﺳﺘﻤﺎﻉ ﻟﻜﻞ ﻣﺎ ﻳﺒﺪﻳﻪ ﻣﻦ ﻣﻼﺣﻈﺎﺕ ﻭﺍﻟﺮﺩ ﻋﻠﻴﻬﺎ ﺪﻭﺀ،
ﻭﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻳﻨﺎﺳﺒﻪ ﻣﺪﺧﻞ ﺍﺎﻣﻠﺔ ،ﻭﳛﺘﺎﺝ ﺇﱃ ﻟﺒﺎﻗﺔ ﻋﺎﻟﻴﺔ ﺃﺛﻨﺎﺀ ﺍﳊﺪﻳﺚ.
.5ﺍﻟﻌﻤﻴﻞ ﺍﻟﻮﺩﻭﺩ.
ﻓﻬﻮ ﻋﻤﻴﻞ ﻳﺘﻜﻠﻢ ﻛﺜﲑﺍ ،ﻳﺴﺘﻘﺒﻠﻚ ﺑﺘﺮﺣﺎﺏ ،ﻭﻟﻜﻨﻪ ﻏﲑ ﺩﻗﻴﻖ ﰲ ﻣﻮﺍﻋﻴﺪﻩ ،ﻷﻧﻪ ﻻ ﻳﻬﺘﻢ ﻻ ﺑﺎﻟﻮﻗﺖ ﻭﻻ ﺑﺎﻟﺘﺨﻄﻴﻂ ،ﻓﻬﻮ
ﻛﺜﲑ ﺍﻟﻜﻼﻡ ﻳﺘﺤﺪﺙ ﰲ ﻛﻞ ﺷﻲﺀ ﺇﻻ ﺍﻟﻌﻤﻞ ،ﻭﻳﺘﻨﺎﻭﻝ ﻣﻌﻚ ﺃﻣﻮﺭﻩ ﺍﻟﺸﺨﺼﻴﺔ ﺑﺒﺴﺎﻃﺔ ،ﻓﻌﻠﻴﻚ ﺃﻥ ﺗﺴﺄﻟﻪ ﺃﺳﺌﻠﺔ ﲡﱪﻩ ﻣﻦ
ﺧﻼﳍﺎ ﻋﻠﻰ ﺍﻹﺟﺎﺑﺔ ﺑﻨﻌﻢ ﺃﻭ ﻻ ،ﻭﻻ ﺗﺘﺮﻛﻪ ﻳﻘﻮﺩﻙ ﺇﱃ ﻣﺴﺎﻟﻚ ﺟﺎﻧﺒﻴﺔ ،ﻭﺍﺟﻌﻞ ﺟﻞ ﺗﺮﻛﻴﺰﻙ ﻋﻠﻰ ﺇﺑﻘﺎﺀ ﺍﳊﺪﻳﺚ ﻳﺪﻭﺭ ﰲ
ﻓﻠﻚ ﺍﻟﻌﻤﻞ ﻓﻘﻂ.
.6ﺍﻟﻌﻤﻴﻞ ﻣﺪﻋﻲ ﺍﳌﻌﺮﻓﺔ.
ﻭﻫﻮ ﻣﻦ ﻧﻮﻉ ﺍﻟﻌﻤﻼﺀ ﺍﻟﺬﻳﻦ ﻳﻈﻨﻮﻥ ﺃﻥ ﺧﱪﻢ ﻭﺗﻮﻓﺮ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺣﻮﻝ ﺍﻟﺒﻴﺌﺔ ﻭﺍﶈﻴﻂ ﲞﺪﻣﺎﺎ ﺍﳌﺘﻮﻓﺮﺓ ،ﻭﻣﺎ ﺗﺘﻤﻴﺰ ﺑﻪ
ﺍﳋﺪﻣﺎﺕ ﻣﻦ ﺧﺼﺎﺋﺺ ،ﻭﻳﻌﺘﱪ ﻫﺬﺍ ﻭﺭﻗﺔ ﺭﺍﲝﺔ ﻹﺭﺑﺎﻙ ﻣﻨﺪﻭﺏ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻓﻬﻮ ﻳﻈﻬﺮ ﻣﻌﻠﻮﻣﺎﺗﻪ ﺑﺸﻜﻞ ﻣﺘﻌﺎﻝﹴ،
ﻭﳛﺎﻭﻝ ﺃﻥ ﻳﻌﻄﻲ ﻧﺼﺎﺋﺤﻪ ﻟﻠﻤﻨﺪﻭﺏ ،ﻣﻔﺘﺨﺮﺍ ﺑﻘﺪﺭﺗﻪ ﻋﻠﻰ ﺫﻟﻚ ،ﻭﺇﺫﺍ ﻣﺎ ﺣﺎﻭﻝ ﺍﻟﺒﺎﺋﻊ ﻣﻨﺎﻗﺸﺘﻪ ،ﻓﻬﻮ ﻳﺮﻓﺾ ﻭﻳﻬﺪﺩ ﺑﺎﻟﻠﺠﻮﺀ
ﺇﱃ ﺍﳌﺴﺘﻮﻳﺎﺕ ﺍﻷﻋﻠﻰ ،ﻓﻬﻮ ﳛﺎﻭﻝ ﺃﻥ ﻳﻘﻠﻞ ﻣﻦ ﻗﺪﺭ ﻣﻨﺪﻭﺏ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭﻳﺘﺒﺠﺢ ﻭﻳﺘﺒﺎﻫﻰ ﻭﻳﻈﻬﺮ ﺗﻔﻮﻕ ﻣﻌﻠﻮﻣﺎﺗﻪ،
ﻓﺈﻥ ﻫﺬﺍ ﺍﻟﻌﻤﻴﻞ ﳛﺘﺎﺝ ﺇﱄ ﺑﻌﺾ ﺍﻟﺼﱪ ﻭﺍﳌﺜﺎﺑﺮﺓ ﰲ ﺍﻟﻌﺮﺽ ،ﻭﻋﻠﻴﻚ ﺑﺘﻘﺒﻞ ﺗﻌﻠﻴﻘﺎﺗﻪ ﺩﻭﻥ ﻏﻀﺐ ،ﺣﱴ ﻻ ﻳﻨﻔﺮ ﻣﻦ ﺍﻟﺘﻌﺎﻣﻞ
ﻣﻌﻚ.
.7ﺍﻟﻌﻤﻴﻞ ﺍﻹﳚﺎﰊ.
ﻫﻮ ﻋﻤﻴﻞ ﺟﺎﺩ ،ﻳﺘﻌﺎﻣﻞ ﲟﻨﻄﻖ ﺍﳌﻌﻘﻮﻟﻴﺔ ﻭﺍﻟﺘﺤﻠﻴﻞ ﺍﳊﺴﺎﰊ ﻟﻸﻣﻮﺭ ،ﻳﺘﻤﺘﻊ ﺑﺬﻛﺎﺀ ﻭﻳﻘﺪﻡ ﺍﻓﺘﺮﺍﺿﺎﺕ ﺑﻨﺎﺀﺓ ،ﻭﻳﺘﺨﺬ ﻗﺮﺍﺭﺍﺕ
ﺳﻠﻴﻤﺔ ،ﻭﻫﻮ ﻳﻌﺘﻤﺪ ﰲ ﺣﺴﺎﺑﻪ ﻋﻠﻰ ﺍﳌﺴﺘﻘﺒﻞ ،ﻭﻋﺪﻡ ﺇﺿﺎﻋﺔ ﺍﻟﻮﻗﺖ ،ﻭﻟﻜﻨﻪ ﰲ ﻣﻘﺎﺑﻞ ﺫﻟﻚ ﻻ ﻳﺜﻖ ﰲ ﺍﳌﻨﺪﻭﺏ ﻗﻠﻴﻞ
ﺍﳌﻌﻠﻮﻣﺎﺕ ،ﻭﻻ ﳝﻜﻨﻚ ﺇﺗﺒﺎﻉ ﻣﻨﻄﻖ ﺍﺎﻣﻠﺔ ﻣﻌﻪ ﻣﻦ ﺍﻟﻠﺤﻈﺔ ﺍﻷﻭﱃ ،ﻷﻧﻪ ﻋﻤﻠﻲ ﺟﺪﺍ ،ﻭﺧﱪﺗﻚ ﻣﻌﻪ ﺿﺮﻭﺭﻳﺔ ،ﻷﻧﻪ ﻳﺘﺤﺪﺍﻙ
ﺑﻔﻜﺮﻩ ﻭﻣﻨﻄﻘﻪ ﻭﻋﻘﻠﻪ ،ﻟﺬﺍ ﺍﺗﺒﻊ ﺃﺳﻠﻮﺑﺎ ﻣﺪﺭﻭﺳﺎ ﰲ ﺍﻟﺘﻘﺮﺏ ﻣﻨﻪ ،ﻭﻛﻦ ﺻﺎﺩﻗﹰﺎ ،ﺗﻘﺒﻞ ﲢﺪﻳﺎﺗﻪ ﻭﲡﺎﻭﺏ ﻣﻌﻬﺎ.
.8ﺍﻟﻌﻤﻴﻞ ﺫﻭ ﺍﻟﺘﺠﺎﻭﺏ ﺍﻟﺒﻄﻲﺀ.
ﻭﻫﻮ ﻋﻤﻴﻞ ﻻ ﻳﺘﻮﺍﺻﻞ ﺑﺴﻬﻮﻟﺔ ،ﻓﻬﻮ ﻏﲑ ﺍﺟﺘﻤﺎﻋﻲ ،ﻭﻻ ﻳﺘﺄﺛﺮ ﺑﺎﻻﻧﻔﻌﺎﻻﺕ ،ﻷﻧﻪ ﻣﺘﺰﻥ ﻭ ﻭﺍﻗﻌﻲ ﻓﻼ ﻳﻠﺰﻡ ﻧﻔﺴﻪ ﺑﺄﻳﺔ
ﻭﻋﻮﺩ ،ﻓﻬﻮ ﳚﻴﺐ ﻋﻠﻰ ﺍﻟﺴﺆﺍﻝ ﺑﺴﺆﺍﻝ ،ﻭﻳﺒﺪﻭ ﺷﺪﻳﺪ ﺍﻻﻧﺘﻘﺎﺩ ،ﻭﻳﺘﺠﻨﺐ ﺍﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺍﻷﺳﺌﻠﺔ ،ﻷﻧﻪ ﻳﺼﻐﻲ ﺑﺸﻜﻞ ﺟﻴﺪ ،ﻭﻻ
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ﻳﻄﺮﺡ ﺍﻋﺘﺮﺍﺿﺎﺕ ،ﻓﻌﻠﻴﻚ ﺃﻥ ﺗﺴﺄﻟﻪ ﺃﺳﺌﻠﺔ ﻭﺍﺿﺤﺔ ﻭﺻﺮﳛﺔ ،ﻭﻳﻌﺪ ﺍﺳﺘﺨﺪﻡ ﺍﻟﺼﻤﺖ ﻹﺟﺒﺎﺭﻩ ﻋﻠﻲ ﺍﻹﺟﺎﺑﺔ ﻣﻦ ﺃﻫﻢ ﺍﻷﺳﻠﺤﺔ
ﺍﻟﻨﺎﺟﺤﺔ ﰲ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻌﻪ.
ﰲ ﺛﻨﺎﻳﺎ ﺍﳉﺪﻭﻝ ﺍﻟﺘﺎﱄ ،ﺳﻴﺘﻢ ﺗﻮﺿﻴﺢ ﻛﻴﻒ ﳚﺐ ﺃﻥ ﻧﺘﻌﺎﻣﻞ ﻭﻧﺘﺤﺪﺙ ﻣﻊ ﺃﻧﻮﺍﻉ ﺍﻟﻌﻤﻼﺀ ﺍﳌﺨﺘﻠﻔﺔ؟ ﺣﻴﺚ ﺃﻥ ﻟﻜﻞ
ﻋﻤﻴﻞ ﻃﺮﻳﻘﺔ ﻣﻌﻴﻨﺔ ﰲ ﺍﻟﺘﻌﺎﻣﻞ ،ﻭﺫﻟﻚ ﻛﻤﺎ ﻳﻠﻲ:
1
ﺍﻟﺸﻜﻞ ﺭﻗﻢ :4ﺃﻧﻮﺍﻉ ﺍﻟﻌﻤﻼﺀ ﻭﻛﻴﻔﻴﺔ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻌﻬﻢ
- 1ﻋﺒﺪ ﺍﳊﻤﻴﺪ ﻃﻠﻌﺖ ﺃﺳﻌﺪ :ﻛﻴﻒ ﲡﺬﺏ ﻋﻤﻴﻼ ﺩﺍﺋﻤﺎ ،ﺍﻟﻘﺎﻫﺮﺓ ،ﻣﻜﺘﺒﺔ ﺍﻷﻫﺮﺍﻡ ، 1999 ،ﺹ36
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-ﺍﻟﺼﻔﺎﺕ ﺍﻟﺸﺨﺼﻴﺔ ﳌﻨﺪﻭﺏ ﺍﻻﺗﺼﺎﻝ ﻣﺜﻞ ﺍﺳﺘﻌﺪﺍﺩﻩ ﻟﻠﺘﻌﺎﻭﻥ ﻣﻊ ﺍﻵﺧﺮﻳﻦ ﻭﻗﺪﺭﺗﻪ ﻋﻠﻰ ﺍﻻﺑﺘﻜﺎﺭ ﻭﺍﳌﺜﺎﺑﺮﺓ ﻭﻏﲑﻫﺎ...
ﺍﳌﻄﻠﺐ ﺍﻟﺜﺎﻟﺚ :ﺍﻟﺘﻨﺸﻴﻂ )incentiveﺍﻟﺘﺤﻔﻴﺰ(
ﻭﻳﻌﺘﱪ ﻫﺬﺍ ﺍﻟﻌﻨﺼﺮ ﺍﻟﺜﺎﻟﺚ ﻣﻦ ﻋﻨﺎﺻﺮ ﺍﻟﺘﺮﻭﻳﺞ ﻭﻳﻌﺮﻓﻪ ﻓﻴﻠﻴﺐ ﻛﻮﺗﻠﺮ ":ﺷﻲﺀﻣﺎ ﻟﻪ ﻗﻴﻤﺔ )ﻣﺎﺩﻳﺔ ﺃﻭ ﻣﻌﻨﻮﻳﺔ(
ﻭﻣﻨﻔﻌﺔ ﺗﻀﺎﻑ ﺇﱃ ﺍﻟﻌﺮﺽ ﻟﺘﺸﺠﻴﻊ ﺇﺳﺘﺠﺎﺑﺔ ﺳﻠﻮﻛﻴﺔ " 1ﻭﺍﻟﺘﻨﺸﻴﻂ ﻣﻬﻢ ﺣﱴ ﰲ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﻻ ﺗﺴﻌﻰ ﺇﱃ ﺍﻟﺮﺑﺢ
ﺍﳌﺎﺩﻱ ،ﻭﺗﺼﻞ ﻣﻴﺰﺍﻧﻴﺔ ﺍﻟﺘﻨﺸﻴﻂ ﺇﱃ ﻣﻴﺰﺍﻧﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ ﺍﳌﺨﺼﺼﺔ ﻟﻨﻮﻉ ﺟﺪﻳﺪ ﻣﻦ ﺍﳋﺪﻣﺎﺕ ،ﺃﻭ ﺧﺪﻣﺔ ﻣﻀﻰ ﻋﻠﻴﻬﺎ ﺯﻣﻦ ﻣﻦ
ﻣﺮﺣﻠﺔ ﺍﻟﻨﻀﻮﺝ ،ﻭﻳﺴﺘﻌﻤﻞ ﰲ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻷﻧﺸﻄﺔ ﻛﺸﻬﺎﺩﺍﺕ ﺍﻟﺘﻘﺪﻳﺮ ﻭﺍﳌﻴﺪﺍﻟﻴﺎﺕ ﻭﺍﻷﻭﲰﺔ ﻭﺍﻟﻠﻘﺎﺀﺍﺕ
ﻭﺍﻟﺪﻭﺭﺍﺕ ﺍﻟﺘﻜﻮﻳﻨﻴﺔ ...ﻳﻬﺪﻑ ﻫﺬﺍ ﺍﻟﻨﺸﺎﻁ ﺇﱃ ﺯﻳﺎﺩﺓ ﺍﻟﺘﺒﲏ ﻟﻨﺸﺎﻃﺎﺕ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﰲ ﺍﻷﻣﺪ ﺍﻟﻘﺼﲑ ،ﻣﻦ ﺧﻼﻝ
ﺗﻨﺸﻴﻂ ﻭ ﺣﺚ ﺍﳉﻤﻬﻮﺭ ﻭﺍﻟﻌﻤﻼﺀ ﺍﳉﺪﺩ ﻋﻠﻰ ﺍﻻﳔﺮﺍﻁ ﰲ ﺍﳋﺪﻣﺔ ،ﻭ ﺗﻘﺪﱘ ﺍﳊﻮﺍﻓﺰ ﻟﻠﺠﻤﻬﻮﺭ ﺍﳌﺪﺍﻭﻡ ﻋﻠﻰ ﺗﺒﲏ ﺧﺪﻣﺎﺕ
ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻟﺰﻳﺎﺩﺓ ﻣﻌﺪﻻﺕ ﺍﻻﳔﺮﺍﻁ .ﻭ ﻧﺎﺩﺭﺍ ﻣﺎ ﻳﺘﻢ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﻨﺸﻴﻂ ﲟﻔﺮﺩﻩ ﻛﻨﺸﺎﻁ ،ﺑﻞ ﻳﺴﺘﺨﺪﻡ ﲜﺎﻧﺐ
ﺍﻹﻋﻼﻥ ﻭ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ.
ﻭﻳﺘﻌﲔ ﻋﻠﻰ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻟﺘﺮﻭﻳﺞ ﺧﺪﻣﺎﺗﻪ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺃﺳﻠﻮﺏ ﺍﻟﺘﻨﺸﻴﻂ ﺍﻟﻘﻴﺎﻡ ﺑﺎﳋﻄﻮﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ :
-ﲢﺪﻳﺪ ﺍﳍﺪﻑ ﻣﻦ ﺍﻟﻘﻴﺎﻡ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﻨﺸﻴﻂ ،ﻣﺎ ﺍﳌﺮﺍﺩ ﻣﻦ ﺗﻨﺸﻴﻂ ﻫﺬﻩ ﺍﳋﺪﻣﺔ؟ ﻫﻞ ﻫﻮ ﳋﻠﻖ ﺍﺳﺘﺠﺎﺑﺔ ﺳﻠﻮﻛﻴﺔ ﻓﻮﺭﻳﺔ ﺃﻭ
ﻟﺘﺸﺠﻴﻊ ﻧﺸﺮ ﺍﳋﺪﻣﺔ ﺑﲔ ﺍﳉﻤﺎﻫﲑ ﻟﺘﺒﻨﻴﻬﺎ ﻓﻴﻤﺎ ﺑﻌﺪ؟.
-ﲢﺪﻳﺪ ﴰﻮﻟﻴﺔ ﺍﻟﺘﻨﺸﻴﻂ :ﲟﻌﲎ ﻫﻞ ﺳﻴﺸﻤﻞ ﺍﻷﻓﺮﺍﺩ ﻭﺍﳉﻤﺎﻋﺎﺕ ﺍﻟﱵ ﻳﻨﺘﻤﻲ ﺇﻟﻴﻬﺎ ﺍﻷﻓﺮﺍﺩ ﺍﳌﺴﺘﻬﺪﻓﻮﻥ ﺃﻡ ﺍﻷﻓﺮﺍﺩ ﺍﳌﻨﺘﻔﻌﻮﻥ
ﺑﺎﻟﻔﻌﻞ .
-ﲢﺪﻳﺪ ﺍﻟﺸﻜﻞ ﺍﻟﺬﻱ ﻳﺴﺘﺨﺪﻡ ﻟﻠﺘﻨﺸﻴﻂ .
-ﲢﺪﻳﺪ ﻭﻗﺖ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﻨﺸﻴﻂ.
1
-ﺯﻛﻲ ﺧﻠﻴﻞ ﺍﳌﺴﺎﻋﺪ :ﻣﺮﺟﻊ ﺳﺒﻖ ﺫﻛﺮﻩ ،ﺹ120
-2ﳏﻤـﺪ ﻓﺮﻳـﺪ ﺍﻟﺼﺤﻦ :ﺍﻟﺘﺴﻮﻳﻖ ،ﺍﻹﺳﻜﻨﺪﺭﻳـﺔ ،ﺍﻟﺪﺍﺭ ﺍﳉﺎﻣﻌﻴﺔ ﻟﻠﻨﺸـﺮ ﻭ ﺍﻟﺘﻮﺯﻳـﻊ ،2001 ،ﺍﻟﺼﻔﺤﺔ .331
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ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ :ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﻫﻲ ﺑﻨﺎﺀ ﻋﻼﻗﺎﺕ ﺟﻴﺪﺓ ﻣﻊ ﺍﳉﻤﺎﻫﲑ ﺍﳌﺨﺘﻠﻔﺔ ﻟﻠﻤﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭ ﺫﻟﻚ ﻣﻦ ﺧﻼﻝ
ﺍﻟﻨﺸﺮ ﺍﻟﺪﻋﺎﺋﻲ )ﺍﻟﺪﻋﺎﻳﺔ( ﻟﺒﻨﺎﺀ ﺻﻮﺭﺓ ﺫﻫﻨﻴﺔ ﺟﻴﺪﺓ ﻟﻠﺸﺮﻛﺔ ،ﻭ ﻣﻌﺎﳉﺔ ﺍﻷﺣﺪﺍﺙ ﻭ ﺍﻟﻘﺼﺺ ﻭ ﺍﻹﺷﺎﻋﺎﺕ ﺍﻟﱵ ﳝﻜﻦ ﺃﻥ ﺗﺴﻲﺀ
ﳍﺬﻩ ﺍﻟﺼﻮﺭﺓ ﺍﻟﺬﻫﻨﻴﺔ.
ﻭ ﳝﻜﻦ ﺃﻥ ﺗﺴﺎﻫﻢ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﰲ ﺇﳒﺎﺯ ﺍﻟﻨﺸﺎﻃﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ:
ﺍﳌﺴﺎﳘﺔ ﰲ ﺗﻘﺪﱘ ﺧﺪﻣﺎﺕ ﺟﺪﻳﺪﺓ .
ﺍﳌﺴﺎﳘﺔ ﰲ ﺇﻋﺎﺩﺓ ﺇﺣﻼﻝ ﺍﳋﺪﻣﺎﺕ ﰲ ﻣﺮﺣﻠﺔ ﺍﻟﻨﻀﺞ.
ﺑﻨﺎﺀ ﺍﻻﻫﺘﻤﺎﻡ ﺑﻔﺌﺔ ﺍﳌﻨﺘﺞ.
ﺍﻟﺘﺄﺛﲑ ﻋﻠﻰ ﳎﻤﻮﻋﺎﺕ ﻣﺴﺘﻬﺪﻓﺔ ﻣﻦ ﺍﳉﻤﻬﻮﺭ.
ﺍﻟﺪﻓﺎﻉ ﻋﻦ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﱵ ﻳﺸﻮﺑـﻬﺎ ﻣﺸﺎﻛﻞ ﻋﺎﻣﺔ.
ﺑﻨﺎﺀ ﺻﻮﺭﺓ ﺫﻫﻨﻴﺔ ﺟﻴﺪﺓ ﻟﻠﻤﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺑﻄﺮﻳﻘﺔ ﺗﻨﻌﻜﺲ ﺑﺸﻜﻞ ﺇﳚﺎﰊ ﻋﻠﻰ ﻣﻨﺘﺠﺎﺗـﻪ.
ﻛﻤﺎ ﳝﻜﻦ ﺍﻟﺘﻄﺮﻕ ﺇﱃ ﺃﺩﻭﺍﺕ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺍﻟﱵ ﳝﻜﻦ ﺫﻛﺮﻫﺎ ﻓﻴﻤﺎ ﻳﻠﻲ:
ﺍﻷﺧﺒﺎﺭ :ﺃﺣﺪ ﺍﳌﻬﻤﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ﳌﻮﻇﻔﻲ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﻫﻲ ﺇﳚﺎﺩ ﺃﻭ ﺇﻧﺸﺎﺀ ﺃﺧﺒﺎﺭ ﻣﻔﻀﻠﺔ ﻋﻦ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﺧﺪﻣﺎﺗﻪ
ﻭ ﻣﻮﻇﻔﻴﻪ .ﻭ ﺻﻴﺎﻏﺔ ﺍﳋﱪ ﺗﺘﻄﻠﺐ ﻣﻬﺎﺭﺓ ﰲ ﺗﻄﻮﻳﺮ ﻓﻜﺮﺓ ﺍﳋﱪ ﻭ ﺍﻟﺒﺤﺚ ﺣﻮﻟﻪ ،ﰒ ﻛﺘﺎﺑﺘﻪ .ﻭ ﻣﻬﺎﺭﺓ ﻣﻮﻇﻔﻲ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ
ﺗﺬﻫﺐ ﺇﱃ ﺃﺑﻌﺪ ﻣﻦ ﺫﻟﻚ ،ﺣﻴﺚ ﳚﺐ ﻣﻌﺮﻓﺔ ﺍﺣﺘﻴﺎﺟﺎﺕ ﺍﻹﻋﻼﻡ ﻭﺗﻠﺒﻴﺘﻬﺎ ﻣﻦ ﺣﻴﺚ ﺟﻮﺩﺓ ﺍﻟﻜﺘﺎﺑﺔ ﻭ ﻋﻨﺎﺻﺮ ﺍﻟﺘﺸﻮﻳﻖ
ﻭﻛﺴﺐ ﻭﺩ ﺍﶈﺮﺭﻳﻦ ﻭ ﺍﳌﺮﺍﺳﻠﲔ ﺍﻟﺼﺤﻔﻴﲔ ﺣﱴ ﻳﻀﻤﻦ ﺗﻐﻄﻴﺔ ﻧﺸﺎﻃﺎﺕ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ.
ﺍﻷﺣﺪﺍﺙ ﺍﳋﺎﺻﺔ :ﺗﺴﺘﻄﻴﻊ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺟﻠﺐ ﺍﻻﻧﺘﺒﺎﻩ ﻟﻠﻤﻨﺘﺠﺎﺕ ﺍﳉﺪﻳﺪﺓ ،ﺃﻭ ﻧﺸﺎﻃﺎﺎ ﻣﻦ ﺧﻼﻝ" ﺗﻨﻈﻴﻢ ﺃﺣﺪﺍﺙ
ﺧﺎﺻﺔ )ﻣﻨﺎﺳﺒﺎﺕ( ﻣﺜﻞ ﺍﳌﺆﲤﺮﺍﺕ ﺍﻟﺼﺤﻔﻴﺔ ،ﺍﻟﻨﺪﻭﺍﺕ ،ﺍﳌﻌﺎﺭﺽ ،ﺍﳌﺴﺎﺑﻘﺎﺕ1"...ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺭﻋﺎﻳﺔ ﺍﻷﻧﺸﻄﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ
ﺍﻟﱵ ﳝﻜﻦ ﻣﻦ ﺧﻼﳍﺎ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﺍﳌﺴﺘﻬﻠﻜﲔ.
ﺍﳌﻄﺒﻮﻋﺎﺕ :ﺗﻌﺘﻤﺪ ﺍﳌﻨﻈﻤﺎﺕ ﺑﺸﻜﻞ ﻣﻜﺜﻒ ﻋﻠﻰ ﻣﻮﺍﺩ ﺍﻻﺗﺼﺎﻝ ﺍﳌﻄﺒﻮﻋﺔ ﻟﻠﻮﺻﻮﻝ ﺇﱃ ﺍﳉﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ ،ﻭ ﺗﺘﻀﻤﻦ
ﻫﺬﻩ ﺍﳌﻄﺒﻮﻋﺎﺕ :ﺍﻟﺘﻘﺎﺭﻳﺮ ﺍﻟﺴﻨﻮﻳﺔ ،ﺍﻟﻜﺘﻴﺒﺎﺕ ،ﺍﳌﻘﺎﻻﺕ ،ﺍﳌﻘﺎﺑﻼﺕ ﺍﻟﺘﻠﻔﺰﻳﻮﻧﻴﺔ ،ﺍﻟﺮﺳﺎﺋﻞ ﺍﻹﺧﺒﺎﺭﻳﺔ ،ﺍﻼﺕ ...ﺍﱁ.
ﻧﺸﺎﻃﺎﺕ ﺍﳋﺪﻣﺔ ﺍﻟﻌﺎﻣﺔ :ﻳﺴﺘﻄﻴﻊ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺃﻥ ﻳﻨﻤﻲ ﻋﻼﻗﺎﺗﻪ ﺍﻟﻄﻴﺒﺔ ﻣﻊ ﺍﺘﻤﻊ ،ﻭ ﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﺍﻟﻘﻴﺎﻡ
ﲟﺴﺆﻭﻟﻴﺎﺗﻪ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﲡﺎﻩ ﺍﺘﻤﻊ ﺍﻟﺬﻱ ﻳﻨﺸﻂ ﻓﻴﻪ ،ﻣﺜﻞ ﺍﳌﺸﺎﺭﻛﺔ ﰲ ﺍﻟﻨﺸﺎﻃﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ،ﺍﻟﺘﱪﻉ ﺑﺎﳌﺎﻝ ﻟﻸﻋﻤﺎﻝ ﺍﳋﲑﻳﺔ،
ﺍﶈﺎﻓﻈﺔ ﻋﻠﻰ ﺍﻟﺒﻴﺌﺔ ﻭ ﻣﺼﺎﺩﺭﻫﺎ ،ﺗﻨﻈﻴﻢ ﺃﻳﺎﻡ ﺩﺭﺍﺳﻴﺔ ...
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. - 1ﻓﻬﺪ ﺳﻠﻴﻢ ﺍﳋﻄﻴﺐ ،ﳏﻤﺪ ﺳﻠﻴﻤﺎﻥ ﻋﻮﺍﺩ :ﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﻟﻔﻜﺮ ،2000 ،ﺍﻟﺼﻔﺤﺔ 178
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ﻟﻘﺪ ﺍﺳﺘﻄﺎﻋﺖ ﺍﻻﻧﺘﺮﻧﺖ ﰲ ﻣﺪﺓ ﻭﺟﻴﺰﺓ ﺃﻥ ﲢﺘﻞ ﻣﻜﺎﻧﺔ ﻣﺮﻣﻮﻗﺔ ﺑﲔ ﻭﺳﺎﺋﻞ ﺍﻻﺗﺼﺎﻝ ﺍﳊﺪﻳﺜﺔ ،ﻓﻘﺪ ﺳﺎﻋﺪﺕ ﺍﻷﻓﺮﺍﺩ
ﻭﺍﳌﺆﺳﺴﺎﺕ ﻋﻠﻰ ﺗﻮﻓﲑ ﻛﺜﲑ ﻣﻦ ﺍﻟﻮﻗﺖ ﻭﺍﳉﻬﺪ ﻭﺍﻟﻘﻴﺎﻡ ﺑﺄﻋﻤﺎﻝ ﻛﺎﻥ ﻳﺸﻜﻞ ﺁﺩﺍﺋﻬﺎ ﲢﺪﻳﺎ ﺃﻣﺎﻡ ﻫﺆﻻﺀ ،ﻣﺜﻞ ﺣﻀﻮﺭ ﺍﻟﺪﻭﺭﺍﺕ
ﺍﻟﺘﺪﺭﻳﺒﻴﺔ ﺑﺎﺳﺘﻌﻤﺎﻝ ﺍﶈﺎﺿﺮﺍﺕ ﺍﳌﺮﺋﻴﺔ ﺩﻭﻥ ﺍﻻﻧﺘﻘﺎﻝ ﻣﻦ ﺍﳌﱰﻝ ،ﺃﻭ ﻋﻤﻠﻴﺔ ﺍﳌﺮﺍﺳﻠﺔ ﺍﻟﱵ ﻛﺎﻧﺖ ﲤﺘﺪ ﻟﺸﻬﻮﺭ ﰲ ﺑﻌﺾ ﺍﻷﺣﻴﺎﻥ
ﻓﺄﺻﺒﺤﺖ ﺗﺘﻢ ﰲ ﻇﺮﻑ ﺛﻮﺍﻥ ،ﺃﺿﻒ ﺇﱃ ﺫﻟﻚ ﺍﻷﻣﻮﺍﻝ ﺍﳌﺪﺧﺮﺓ ﺟﺮﺍﺀ ﻫﺬﻩ ﺍﻟﺘﻘﻨﻴﺎﺕ ﻓﺜﻤﻦ ﺍﳋﺪﻣﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ﺯﻫﻴﺪ ﺟﺪﺍ
ﻣﻘﺎﺭﻧﺔ ﺑﺜﻤﻦ ﺍﳋﺪﻣﺎﺕ ﺧﺎﺭﺝ ﺍﻻﻧﺘﺮﻧﺖ ،ﻫﺬﻩ ﺍﻷﺧﲑﺓ ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻣﺎ ﺗﻘﺪﻣﻪ ﻣﻦ ﻣﻌﻠﻮﻣﺎﺕ ﺟﺪﻳﺪﺓ ﻭﺑﺘﺤﺪﻳﺚ ﻣﺴﺘﻤﺮ،
ﻗﺎﻣﺖ ﲜﻤﻊ ﲨﻴﻊ ﳑﻴﺰﺍﺕ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ﺍﻷﺧﺮﻯ ﻣﻦ ﺻﻮﺕ ﻭﺻﻮﺭﺓ ﻭﻛﺘﺎﺑﺔ ،ﻭﺳﻴﻜﻮﻥ ﻟﻨﺎ ﰲ ﻫﺬﺍ ﺍﻟﻔﺼﻞ
ﺣﺪﻳﺚ ﻋﻦ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﻭﻋﻦ ﺧﺪﻣﺎﺎ ﻭﻋﻦ ﳐﺘﻠﻒ ﺍﻵﻟﻴﺎﺕ ﺍﻟﺘﺮﻭﳚﻴﺔ ﺍﻟﱵ ﺗﻘﺪﻣﻬﺎ ﻟﻸﺷﺨﺎﺹ ﻭﺍﳌﻨﻈﻤﺎﺕ.
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ﻗﺎﻡ ﺍﳌﺨﺘﺼﻮﻥ ﻭﺍﳋﱪﺍﺀ ﺑﺈﻋﻄﺎﺀ ﻋﺪﺓ ﺗﻌﺎﺭﻳﻒ ﻟﺸﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﲣﺘﻠﻒ ﻣﻦ ﻛﺎﺗﺐ ﻵﺧﺮ ،ﻗﺪ ﻳﻜﻮﻥ ﻫﺬﺍ ﺍﻻﺧﺘﻼﻑ ﰲ
ﺍﻟﺘﻌﺎﺭﻳﻒ ﺭﺍﺟﻌﺎ ﻟﻜﺜﺮﺓ ﻭﺗﻨﻮﻉ ﺍﺳﺘﺨﺪﺍﻣﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ﻭﲣﺼﺼﺎﺕ ﺍﳌﺴﺘﺨﺪﻣﲔ .
ﺇﻻ ﺃﻥ ﻣﻌﻈﻢ ﺗﻌﺮﻳﻔﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ﺗﺘﻔﻖ ﻋﻠﻰ ﺃﺎ ﺷﺒﻜﺔ ﻣﻦ ﺍﳊﻮﺍﺳﺐ ﺍﳌﺮﺗﺒﻄﺔ ﺑﻌﻀﻬﺎ ﺑﺒﻌﺾ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﻋﺎﳌﻲ ،ﻭ ﻣﻦ ﺫﻟﻚ
ﻣﺎ ﺟﺎﺀ ﰲ ﺍﳌﻮﺳﻮﻋﺔ ﺍﳌﻴﺴﺮﺓ ﺇﺫ ﺟﺎﺀ ﺗﻌﺮﻳﻒ ﺍﻻﻧﺘﺮﻧﺖ ﻋﻠﻰ ﺃﺎ ":ﳎﻤﻮﻋﺔ ﺿﺨﻤﺔ ﻣﻦ ﺷﺒﻜﺎﺕ ﺍﻻﺗﺼﺎﻻﺕ ﺍﳌﺮﺗﺒﻄﺔ ﺑﺒﻌﻀﻬﺎ
ﺍﻟﺒﻌﺾ ،ﻭﻫﺬﻩ ﺍﻤﻮﻋﺔ ﺗﻨﻤﻮ ﺫﺍﺗﻴﺎ ﺑﻘﺪﺭ ﻣﺎ ﻳﻀﺎﻑ ﺇﻟﻴﻬﺎ ﻣﻦ ﺷﺒﻜﺎﺕ ﻭ ﺣﺎﺳﺒﺎﺕ " 1ﻫﺬﺍ ﻭﻗﺪ ﺃﺩﻯ ﺗﻐﻠﻐﻠﻬﺎ ﻭ ﺍﺗﺴﺎﻉ ﻣﺪﺍﻫﺎ
ﺇﱃ ﻭﺻﻔﻬﺎ ﻣﻦ ﻃﺮﻑ ﺃﺻﺤﺎﺏ ﺍﳌﻮﺳﻮﻋﺔ ﺑـ"ﺷﺒﻜﺔ ﺍﻟﺸﺒﻜﺎﺕ ،ﺃﻭ ﺍﻟﺸﺒﻜﺔ ﺍﻟﱵ ﺗﻨﺪﻣﺞ ﺧﻴﻮﻃﻬﺎ ﺣﻮﻝ ﺍﻟﻌﺎﱂ " ،2ﻭ ﻫﻮ
ﻧﻔﺲ ﻣﺎ ﺗﺬﻫﺐ ﺇﻟﻴﻪ ﺍﻟﺒﺎﺣﺜﺔ ﻣﻲ ﺍﻟﻌﺒﺪ ﺍﷲ ﺳﻨﻮ ﺣﻴﺚ ﺗﺴﻤﻲ ﺍﻻﻧﺘﺮﻧﺖ "ﺑﺎﻟﺸﺒﻜﺔ ﺍﻟﻌﺎﳌﻴﺔ" 3ﻫﺬﺍ ﻭﺗﻌﺘﱪ ﺍﻻﻧﺘﺮﻧﺖ ﺷﺒﻜﺔ
ﺿﺨﻤﺔ ﻣﻦ ﺍﳊﻮﺍﺳﻴﺐ ﺍﳌﺘﺼﻠﺔ ﺑﺒﻌﻀﻬﺎ ﺍﻟﺒﻌﺾ ﺿﻤﻦ ﺍﺗﺼﺎﻻﺕ ﻭﺍﺳﻌﺔ ،ﺗﻘﺪﻡ ﺧﺪﻣﺎﺕ ﻛﺜﲑﺓ ﻭﻣﺘﻨﻮﻋﺔ ،ﺗﺮﺑﻂ ﺍﻟﻌﺎﱂ ﺑﺄﺳﺮﻩ
ﻛﻤﺎ ﺗﻴﺴﺮ ﺳﺒﻞ ﺍﻻﺗﺼﺎﻝ ﺑﲔ ﺍﻟﻨﺎﺱ ﰲ ﺷﱴ ﺃﺻﻘﺎﻉ ﺍﻟﻌﺎﱂ ،ﻭﻫﺬﺍ ﺑﺘﻜﻠﻔﺔ ﺯﻫﻴﺪﺓ ﻭﺑﺴﺮﻋﺔ ﻓﺎﺋﻘﺔ.
- 1ﳏﻤﻮﺩ ﳏﻤﺪ ﳏﻔﻮﻅ ﻭﺁﺧﺮﻭﻥ :ﺍﳌﻮﺳﻮﻋﺔ ﺍﳌﻴﺴﺮﺓ ،ﺍﻟﻘﺎﻫﺮﺓ،ﺑﲑﻭﺕ ،ﺗﻮﻧﺲ ،ﺩﺍﺭ ﺍﳉﻴﻞ ،ﻁ ،2001 ،2ﺹ 332
- 2ﳏﻤﻮﺩ ﳏﻤﺪ ﳏﻔﻮﻅ ﻭﺁﺧﺮﻭﻥ :ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ ،ﺹ 332
- 3ﻣﻲ ﺍﻟﻌﺒﺪ ﺍﷲ ﺳﻨﻮ :ﺍﻻﺗﺼﺎﻝ ﰲ ﻋﺼﺮ ﺍﻟﻌﻮﳌﺔ :ﺍﻟﺪﻭﺭ ﻭﺍﻟﺘﺤﺪﻳﺎﺕ ﺍﳉﺪﻳﺪﺓ ،ﺑﲑﻭﺕ ،ﺩﺍﺭ ﺍﻟﻨﻬﻀﺔ ﺍﻟﻌﺮﺑﻴﺔ ،ﻁ،2001 ،2ﺹ88
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-1ﻧﺸﺄﺓ ﻭﺗﻄﻮﺭ ﺍﻻﻧﺘﺮﻧﺖ ﰲ ﺍﻟﻌﺎﱂ :ﻣﺮﺕ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﰲ ﻃﺮﻳﻖ ﺗﻄﻮﺭﻫﺎ ﺑﻌﺪﺓ ﻣﺮﺍﺣﻞ ،ﺣﻴﺚ ﺷﻬﺪﺕ ﺗﻄﻮﺭﺍﺕ
ﻛﺜﲑﺓ ،ﻣﻦ ﺃﳘﻬﺎ ﺍﶈﻄﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ :
ﻣﻴﻼﺩ ﺷﺒﻜﺔ ) (arpanetﺳﻨﺔ 1969ﺇﺫ ﻗﺎﻣﺖ ﻭﺯﺍﺭﺓ ﺍﻟﺪﻓﺎﻉ ﺍﻷﻣﺮﻳﻜﻴﺔ ﺑﻮﺿﻊ ﺷﺒﻜﺔ ﺗﺮﺑﻂ ﳐﺘﻠﻒ •
ﻭﺣﺪﺍﺕ ﺍﳉﻴﺶ ﺍﻷﻣﺮﻳﻜﻲ ﻭﻣﺮﺍﻛﺰ ﺍﻟﺒﺤﺚ ﻟﻀﻤﺎﻥ ﺍﻟﺘﻮﺍﺻﻞ ﺑﲔ ﻫﺬﻩ ﺍﻷﺧﲑﺓ ،ﰲ ﺣﺎﻝ ﺗﻌﺮﺿﺖ ﺍﻟﻮﻻﻳﺎﺕ ﺍﳌﺘﺤﺪﺓ ﺍﻷﻣﺮﻳﻜﻴﺔ
ﳍﺠﻮﻡ ﻣﻦ ﺍﻹﲢﺎﺩ ﺍﻟﺴﻮﻓﻴﺎﰐ.
ﺑﺪﺍﻳﺔ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻻﻧﺘﺮﻧﺖ ﻷﻏﺮﺍﺽ ﻏﲑ ﻋﺴﻜﺮﻳﺔ ﺳﻨﺔ 1983ﻭﻫﺬﺍ ﺑﻌﺪ ﺍﻧﻘﺴﺎﻡ ) (apranetﺇﱃ •
ﻗﺴﻤﲔ ﳘﺎ(milinet) :ﺫﺍﺕ ﺍﻻﺳﺘﺨﺪﺍﻡ ﺍﻟﻌﺴﻜﺮﻱ ﻭ) (apranetﻭﻫﻲ ﺷﺒﻜﺔ ﻣﺪﻧﻴﺔ ﻣﻮﺟﻬﺔ ﺃﺳﺎﺳﺎ ﻟﻠﻘﻄﺎﻉ ﺍﻷﻛﺎﺩﳝﻲ
ﻟﻸﲝﺎﺙ ،ﻟﻴﺘﻄﻮﺭ ﻫﺬﺍ ﺍﻟﻘﻄﺎﻉ ﻓﻴﻤﺎ ﺑﻌﺪ ﻟﻴﺴﻤﻰ ﺑﺎﻻﻧﺘﺮﻧﺖ.
ﻋﺎﻡ 1996ﺑﻠﻮﻍ ﻋﺪﺩ ﺍﻟﺪﻭﻝ ﺍﳌﺮﺗﺒﻄﺔ ﺑﺎﻻﻧﺘﺮﻧﺖ ﺇﱃ 186ﺩﻭﻟﺔ ،ﺣﻴﺚ ﺗﻨﺎﻣﻲ ﻋﺪﺩ ﻣﺴﺘﺨﺪﻣﻲ •
ﺍﻻﻧﺘﺮﻧﺖ ،ﻟﺘﺼﺒﺢ ﺍﻻﻧﺘﺮﻧﺖ ﻭﺳﻴﻠﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻷﻭﱃ ﰲ ﺍﻟﻌﺎﱂ.
ﻧﺴﺘﻨﺘﺞ ﻣﻦ ﺧﻼﻝ ﻫﺬﺍ ﺍﻟﻌﺮﺽ ﺍﻟﺘﺎﺭﳜﻲ ﻷﻫﻢ ﻣﺮﺍﺣﻞ ﺗﻄﻮﺭ ﺍﻻﻧﺘﺮﻧﺖ ﰲ ﺍﻟﻌﺎﱂ ﺃﻥ ﻫﺬﻩ ﺍﻷﺧﲑﺓ ﺷﻬﺪﺕ ﰲ ﺍﺳﺘﻌﻤﺎﳍﺎ
ﺛﻼﺙ ﻣﺮﺍﺣﻞ ﺃﺳﺎﺳﻴﺔ ﺣﻴﺚ ﺍﺳﺘﺨﺪﻣﺖ ﺑﺪﺍﻳﺔ ﰲ ﺍﳌﻴﺪﺍﻥ ﺍﻟﻌﺴﻜﺮﻱ ﰒ ﺗﻄﻮﺭ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻟﻴﺸﻤﻞ ﺍﺎﻝ ﺍﻟﻌﺴﻜﺮﻱ ﻭﺍﺎﻝ
ﺍﻟﻌﻠﻤﻲ ،ﻭﺑﻌﺪﻫﺎ ﺍﻧﻔﺘﺤﺖ ﻋﻠﻰ ﳐﺘﻠﻒ ﺷﺮﺍﺋﺢ ﺍﺘﻤﻊ ﻟﺘﺼﺒﺢ ﺍﻟﻴﻮﻡ ﲟﺜﺎﺑﺔ ﻋﺎﱂ ﺍﻓﺘﺮﺍﺿﻲ ﻳﻨﺎﻓﺲ ﺍﻟﻌﺎﱂ ﺍﳊﻘﻴﻘﻲ.
-2ﺗﻄﻮﺭ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺑﺎﳉﺰﺍﺋﺮ:ﱂ ﻳﺘﻤﻜﻦ ﺍﳉﺰﺍﺋﺮﻳﻮﻥ ﻣﻦ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ﺇﻻ ﺑﻌﺪ ﻣﺮﻭﺭ ﺭﺑﻊ
ﻗﺮﻥ ﻣﻦ ﻣﻴﻼﺩﻫﺎ "ﺣﻴﺚ ﰎ ﺭﺑﻂ ﺍﳉﺰﺍﺋﺮ ﺑﺎﻻﻧﺘﺮﻧﺖ ﻋﺎﻡ 1993ﻋﻦ ﻃﺮﻳﻖ ﺧﻂ ﻫﺎﺗﻔﻲ ﻣﺘﺨﺼﺺ ﻭﰲ ﻣﺎﺭﺱ 1994
ﺃﻗﺎﻣﺖ ﺍﳉﺰﺍﺋﺮ ﺍﻟﺮﺑﻂ ﺍﻟﻜﺎﻣﻞ) (full connexionﻟﺘﺪﺧﻞ ﺍﻟﻔﻀﺎﺀ ﺍﻟﻌﻤﻮﻣﻲ ﺑﺪﺍﻳﺔ ﻣﻦ ﺳﻨﺔ 1996ﻭﰲ ﺃﻛﺘﻮﺑﺮ
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19998ﰎ ﺭﺑﻂ ﻣﺮﻛﺰ ﺍﻟﺒﺤﺚ ﰲ ﺍﻻﻋﻼﻡ ﺍﻟﻌﻠﻤﻲ ﻭﺍﻟﺘﻘﲏ )(ceristﺑﺸﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺑﺼﻔﺔ ﻣﺒﺎﺷﺮﺓ".
ﻫﺬﺍ ﻭﻗﺪ ﻋﺮﻓﺖ ﺍﻻﻧﺘﺮﻧﺖ ﺑﻌﺪ ﻫﺬﺍ ﺍﻟﺘﺎﺭﻳﺦ ﺍﻧﺘﺸﺎﺭﺍ ﻭﺳﻌﺎ ﰲ ﺍﳉﺰﺍﺋﺮ ﻣﻦ ﻗﺒﻞ ﺍﻷﺟﻬﺰﺓ ﺍﳊﻜﻮﻣﻴﺔ ﻭﺍﳌﺆﺳﺴﺎﺕ
ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﻗﺪ ﺍﻣﺘﺪﺕ ﻟﺘﺸﻤﻞ ﻛﺎﻓﺔ ﺷﺮﺍﺋﺢ ﺍﺘﻤﻊ ،ﻭﻗﺪ ﻇﻬﺮ ﻫﺬﺍ ﺟﻠﻴﺎ ﰲ ﺍﺯﺩﻳﺎﺩ ﻋﺪﺩ ﻣﻘﺎﻫﻲ ﺍﻻﻧﺘﺮﻧﺖ ﺍﳌﻨﺘﺸﺮﺓ ﰲ ﺟﻞ
- 1ﳏﻤﺪ ﻟﻌﻘﺎﺏ :ﳎﺘﻤﻊ ﺍﻹﻋﻼﻡ ﻭﺍﳌﻌﻠﻮﻣﺎﺕ ،ﺃﻃﺮﻭﺣﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺩﺭﺟﺔ ﺩﻛﺘﻮﺭﺍﻩ ﺩﻭﻟﺔ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ
ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2001 ،ﻏﲑ ﻣﻨﺸﻮﺭﺓ ،ﺹ116
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ﺭﺑﻮﻉ ﺍﻟﻮﻃﻦ "ﺣﻴﺚ ﺻﺮﺡ ﻭﺯﻳﺮ ﺍﻟﱪﻳﺪ ﻭﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺣﻴﻨﻬﺎ ﻋﻤﺎﺭ ﺗﻮ ﺃﻥ ﻋﺪﺩ ﻣﻘﺎﻫﻲ ﺍﻻﻧﺘﺮﻧﺖ ﻋﱪ ﺭﺑﻮﻉ ﺍﻟﻮﻃﻦ ﻗﻔﺰ ﺇﱃ
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5000ﻣﻘﻬﻰ ﺳﻨﺔ 2004ﺑﻌﺪﻣﺎ ﻛﺎﻥ ﻻ ﻳﺘﺠﺎﻭﺯ ﻋﺪﺩﻫﺎ 100ﻣﻘﻬﻰ ﺳﻨﺔ "2000
ﻛﻤﺎ ﲡﻠﻰ ﺍﻧﺘﺸﺎﺭ ﺍﻻﻧﺘﺮﻧﺖ ﻭﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻣﻦ ﻗﺒﻞ ﻋﺪﺩ ﻣﻦ ﺍﳌﺆﺳﺴﺎﺕ ﺍﻟﻮﻃﻨﻴﺔ ﺍﻟﻌﻤﻮﻣﻴﺔ ﻭﺍﳋﺎﺻﺔ ،ﺣﻴﺚ ﺃﻗﺎﻣﺖ ﻣﻮﺍﻗﻊ
ﺍﻟﻜﺘﺮﻭﻧﻴﺔ ﺧﺎﺻﺔ ﺎ ﻣﺜﻞ :
ﻭﺯﺍﺭﺓ ﺍﻟﺘﻌﻠﻴﻢ ﺍﻟﻌﺎﱄwww. mesrs.dz:
-1ﻴﺔ ﻋﺮﻋﺎﺭ :ﻭﺍﻗﻊ ﺍﺳﺘﺨﺪﺍﻡ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﻛﻤﺼﺪﺭ ﻣﻌﻠﻮﻣﺎﺕ ﻋﻨﺪ ﺍﻟﻄﻠﺒﺔ ﺍﳉﺎﻣﻌﻴﲔ ﻟﻠﻤﺪﺭﺳﺔ ﺍﻟﻌﻠﻴﺎ ﻟﻠﺘﺠﺎﺭﺓ ﻭﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻹﻧﺴﺎﻧﻴﺔ ﻭ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻢ
ﺍﳌﻜﺘﺒﺎﺕ ﻭﺍﻟﺘﻮﺛﻴﻖ ،ﻗﺴﻢ ﻋﻠﻢ ﺍﳌﻜﺘﺒﺎﺕ ﻭﺍﻟﺘﻮﺛﻴﻖ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻹﻧﺴﺎﻧﻴﺔ ﻭﺍﻻﺟﺘﻤﺎﻉ ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2007،ﻏﲑ ﻣﻨﺸﻮﺭﺓ ،ﺹ 24
2- Le journale El Moudjahid¸ mercredi 19-04-2006.p.6
-3ﻴﺔ ﻋﺮﻋﺎﺭ :ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ،ﺹ191
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"ﻣﻌﻈﻢ ﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﺗﺘﻮﺍﺟﺪ ﻋﻠﻰ ﺍﻷﻗﻞ ﺻﻔﺤﺔ ﺑﺪﺍﻳﺔ ﺗﻌﺮﺽ ﳏﺘﻮﻯ ﺫﻟﻚ ﺍﳌﻮﻗﻊ ،ﻛﻤﺎ ﲢﺘﻮﻱ ﻋﻠﻰ ﺍﻻﺭﺗﺒﺎﻃﺎﺕ ﺍﻟﺘﺸﻌﺒﻴﺔ
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ﻟﺼﻔﺤﺎﺗﻪ ﺃﻭ ﻟﺼﻔﺤﺎﺕ ﻣﻮﺍﻗﻊ ﻭﻳﺐ ﺃﺧﺮﻯ .ﻟﻜﻞ ﺻﻔﺤﺔ ﻭﻳﺐ ﺭﺍﺑﻂ)" (URL
ﲣﺘﻠﻒ ﺃﻫﺪﺍﻑ ﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﻓﻤﻨﻬﺎ ﻣﺎ ﻫﻮ ﻟﻺﻋﻼﻥ ﻋﻦ ﺍﳌﻨﺘﺠﺎﺕ ،ﻛﻤﺎ ﺃﻥ ﻫﻨﺎﻙ ﻣﻮﺍﻗﻊ ﻟﻠﺪﺭﺩﺷﺔ ﺃﻭ ﻣﻨﺘﺪﻳﺎﺕ ﻟﻠﻨﻘﺎﺵ
ﻭﺍﳊﺪﻳﺚ ﺑﲔ ﻣﺴﺘﺨﺪﻣﻲ ﺍﻟﻮﻳﺐ ،ﻭﻳﻮﺟﺪ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ﻣﺎﻳﻌﺮﻑ ﺑﺎﳌﺪﻭﻧﺎﺕ ﻭﻫﻲ ﻣﻮﺍﻗﻊ ﻭﻳﺐ ﻳﺴﺮﺩ ﻓﻴﻬﺎ ﻣﺆﻟﻔﻬﺎ ﻣﺎ ﻳﺮﻳﺪ
ﺍﻟﻜﺘﺎﺑﺔ ﻋﻨﻪ ،ﻭﻣﻮﺍﺿﻴﻊ ﺃﺧﺮﻯ .ﻛﻤﺎ ﳝﻜﻦ ﻟﻠﺰﻭﺍﺭ ﺍﻟﺮﺩ ﻋﻠﻰ ﻣﺎ ﻳﻜﺘﺐ.
ﳝﻜﻦ ﻟﻠﻤﺴﺘﺨﺪﻡ ﺩﺧﻮﻝ ﻣﻮﺍﻗﻊ ﺍﻟﻮﻳﺐ ﻋﻦ ﻃﺮﻳﻖ ﺑﺎﻟﺮﺍﺑﻂ ) (URLﻭﺍﻟﺬﻱ ﻳﻜﺘﺐ ﰲ ﺷﺮﻳﻂ ﺍﻟﻌﻨﻮﺍﻥ ﰲ ﻣﺘﺼﻔﺢ
ﺍﻟﻮﻳﺐ .ﻭﺗﺘﻜﻮﻥ ﺻﻔﺤﺎﺕ ﺍﻟﻮﻳﺐ ﻏﺎﻟﺒﹰﺎ ﻣﻦ ﻋﻨﺎﻭﻳﻦ ﻣﺸﺎﺔ ﻟﻠﻌﻨﻮﺍﻥ ﺍﻟﺮﺋﻴﺴﻲ ﻟﻠﻤﻮﻗﻊ ﺃﻱ ﺃﺎ ﲟﺜﺎﺑﺔ ﻓﺮﻉ ﻣﻨﻪ.
ﺍﻵﺭﻛﻲ) : (archieﻳﻮﺟﺪ ﰲ ﺍﻻﻧﺘﺮﻧﺖ ﺁﻻﻑ ﺍﳊﺎﺳﺒﺎﺕ ﺍﳋﺎﺩﻣﺔ ) (serversﺍﻟﱵ ﺗﻘﺪﻡ ﺧﺪﻣﺔ FTP
ﺣﻮﻝ ﺍﻟﻌﺎﱂ ،ﻭﺑﺎﻟﺘﺎﱄ ﻓﻬﻲ ﺗﻌﺮﺽ ﻋﺪﺩﺍ ﻫﺎﺋﻼ ﻣﻦ ﺍﳌﻠﻔﺎﺕ ﺍﳌﺘﺎﺣﺔ ﳌﺴﺘﺨﺪﻣﻲ ﺍﻻﻧﺘﺮﻧﺖ ﺣﻴﺚ ﻳﺼﻌﺐ ﻋﻠﻰ ﻣﺴﺘﺨﺪﻡ
ﺍﻻﻧﺘﺮﻧﺖ ﺃﻣﺎﻡ ﻫﺬﺍ ﺍﻟﻜﻢ ﺍﳍﺎﺋﻞ ﻣﻦ ﺍﳌﻠﻔﺎﺕ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﻣﺎ ﻳﺮﻳﺪ ،ﻭﻫﻨﺎ ﺗﻈﻬﺮ ﺃﳘﻴﺔ ﺑﺮﻧﺎﻣﺞ archieﺍﻟﻨﻈﺎﻡ ﺍﳌﺴﺎﻋﺪ ﻋﻠﻰ
www.veecos.net 20
Rs-communication.blogspot.com
ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﺍﳌﻠﻔﺎﺕ ﺍﻟﱵ ﻳﺮﻳﺪﻫﺎ ﺍﳌﺴﺘﺨﺪﻡ ﻣﻦ ﺧﻼﻝ ﻫﺬﺍ ﺍﻟﱪﻧﺎﻣﺞ ﺍﻟﺬﻱ ﻳﻘﻮﻡ ﺑﺘﻨﻈﻴﻢ ﺍﳌﻠﻔﺎﺕ ﻭﺗﺮﺗﻴﺒﻬﺎ ﺣﱴ ﻳﺴﻬﻞ ﻋﻠﻰ
ﺍﳌﺴﺘﺨﺪﻡ ﺃﺧﺬ ﻣﺎ ﻳﺮﻳﺪ ،ﺑﺄﻳﺴﺮ ﻃﺮﻳﻘﺔ ﻭﲜﻬﺪ ﺃﻗﻞ ﰲ ﺍﻟﺒﺤﺚ.
ﺍﻻﻟﻜﺘﺮﻭﱐ :ﻋﺒﺎﺭﺓ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻫﻲ ﺗﺮﲨﺔ ﻟﻠﻤﺼﻄﻠﺢ ﺍﻻﳒﻠﻴﺰﻱ " e-mailﻭﻫﺬﺍ ﺍﳌﺼﻄﻠﺢ ﻫﻮ ﺍﻟﱪﻳﺪ
ﺍﺧﺘﺼﺎﺭ ﻟﻠﻌﺒﺎﺭﺓ ،electronic mailﻭﻳﻄﻠﻖ ﻫﺬﺍ ﺍﳌﺼﻄﻠﺢ ﺑﺸﻜﻞ ﻋﺎﻡ ﻋﻠﻰ ﺍﻟﻄﺮﻕ ﺍﳌﺨﺘﻠﻔﺔ ﻟﺘﺒﺎﺩﻝ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﺸﺨﺼﻴﺔ
ﺑﲔ ﻣﺴﺘﺨﺪﻡ ﻛﻤﺒﻴﻮﺗﺮ ]ﺣﺎﺳﻮﺏ[ ﻭ ﺁﺧﺮ ﻣﻦ ﺧﻼﻝ ﺃﺣﺪ ﺃﻧﻮﺍﻉ ﺍﻟﺮﺑﻂ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻟﻠﺒﻴﺎﻧﺎﺕ" 2ﻓﻌﻤﻠﻴﺔ ﺍﻹﺭﺳﺎﻝ ﻭ ﻋﻤﻠﻴﺔ
ﺍﻻﺳﺘﻘﺒﺎﻝ ﺗﺘﻤﺎﻥ ﺍﻟﻜﺘﺮﻭﻧﻴﺎ ﻣﻦ ﺧﻼﻝ ﺃﺟﻬﺰﺓ ﺍﳊﺎﺳﻮﺏ ﺍﳌﻮﺯﻋﺔ ﻋﱪ ﺍﻟﻌﺎﱂ ،ﺿﻤﻦ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺗﺴﻤﺢ ﻫﺬﻩ ﺍﳋﺪﻣﺔ
ﺑﺈﺭﺳﺎﻝ ﺍﻟﺮﺳﺎﺋﻞ ﻭ ﻗﻮﺍﻋﺪ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻭ ﺍﻟﺼﻮﺭ ﻭ ﺍﻟﺘﺴﺠﻴﻼﺕ ﺍﻟﺼﻮﺗﻴﺔ ﻭ ﺍﻟﱪﺍﻣﺞ ﻭ ﺍﻟﻜﺜﲑ ﻏﲑ ﺫﻟﻚ ،ﻭﻫﺬﺍ ﰲ ﺑﻀﻊ ﺛﻮﺍﻥ
ﻭﺑﺜﻤﻦ ﺍﺗﺼﺎﻝ ﻫﺎﺗﻔﻲ ﳏﻠﻲ" 3ﻭﺗﻮﺟﺪ ﺣﺎﻟﻴﺎ ﻃﺮﻳﻘﺘﺎﻥ ﻻﺳﺘﻌﻤﺎﻝ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ :ﻓﺎﻷﻭﻝ ﻫﻮ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳋﺎﺭﺟﻲ
ﺍﻟﺬﻱ ﺗﻘﻮﻡ ﻣﺆﺳﺴﺎﺕ ﻭﺑﻮﺍﺑﺎﺕ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ﺑﺘﻘﺪﳝﻪ ﳎﺎﻧﺎ ﻟﻠﻤﺴﺘﺨﺪﻣﲔ ،ﻭﻫﻨﺎﻙ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﻟﺪﺍﺧﻠﻲ ،ﻭﺍﻟﺬﻱ ﻳﺮﻣﺰ
ﺇﱃ ﺍﻷﻧﻈﻤﺔ ﺍﻟﺪﺍﺧﻠﻴﺔ ﺍﻟﱵ ﻳﺘﻢ ﺗﺸﻐﻴﻠﻬﺎ ﻣﻦ ﻗﺒﻞ ﺍﳌﺆﺳﺴﺎﺕ ﻭﺍﳍﻴﺌﺎﺕ" .ﻭﲡﺪﺭ ﺍﻹﺷﺎﺭﺓ ﻫﻨﺎ ﺃﻥ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻭﺑﺮﻧﺎﻣﺞ ftp
ﳝﺜﻼﻥ ﺍﻟﻌﻤﻮﺩ ﺍﻟﻔﻘﺮﻱ ﻭﺍﻟﺪﺍﻓﻊ ﺍﻷﺳﺎﺳﻲ ﻹﻧﺸﺎﺀ ﺍﻻﻧﺘﺮﻧﺖ ،ﻷﻥ ﺍﻟﻐﺮﺽ ﺍﻟﺮﺋﻴﺴﻲ ﻣﻦ ﺇﻧﺸﺎﺀ ﺍﻻﻧﺘﺮﻧﺖ ﻛﺎﻥ ﻧﻘﻞ ﻭﺗﺒﺎﺩﻝ
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-ﻗﻨﺪﻳﻠﺠﻲ ﻋﺎﻣﺮ ﺇﺑﺮﺍﻫﻴﻢ :ﺍﳌﻌﺠﻢ ﺍﳌﻮﺳﻮﻋﻲ ﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻭﺍﻻﻧﺘﺮﻧﺖ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﳌﺴﲑﺓ ،2003 ،ﺹ 204
-2ﳏﻤﺪ ﻃﺎﻫﺮ ﻧﺼﲑ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﳊﺎﻣﺪ ،2005 ،ﺹ375
-3ﳏﻤﺪ ﺍﻟﻄﻴﺐ ﺯﺍﻭﻱ :ﺍﻹﻋﻼﻡ ﺍﻹﺳﻼﻣﻲ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳌﻌﺎﺻﺮ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ،
ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2004 ،ﻏﲑ ﻣﻨﺸﻮﺭﺓ ،ﺹ195
www.veecos.net
ﺍﻟﺮﺳﺎﺋﻞ ﻭﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﳌﺮﺗﺒﻄﺔ ﺑﺎﻟﺸﺒﻜﺔ 1".ﺣﻴﺚ ﺗﺸﻬﺪ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺣﺮﻛﻴﺔ ﻛﺒﲑﺓ ﰲ ﺍﻟﺘﺮﺍﺳﻞ ﺑﲔ ﳐﺘﻠﻒ ﺍﻷﺷﺨﺎﺹ
ﻭﺍﳌﺆﺳﺴﺎﺕ ﻭﺍﳌﻨﻈﻤﺎﺕ.
ﺍﻟﺘﻌﻠﻴﻢ:ﻳﺴﻮﻕ ﺍﳊﺪﻳﺚ ﻋﻦ ﺍﻟﺘﻌﻠﻴﻢ ﰲ ﺍﻻﻧﺘﺮﻧﺖ ﺇﱃ ﺍﳊﺪﻳﺚ ﻋﻦ ﺍﳉﺎﻣﻌﺔ ﺍﻻﻓﺘﺮﺍﺿﻴﺔ ،ﻭﻫﻮ ﺷﻜﻞ ﺑﺴﻴﻂ ﻣﻦ ﺃﺷﻜﺎﻝ
ﺍﻟﺘﻌﻠﻴﻢ ﻋﻦ ﺑﻌﺪ ﺑﺎﺳﺘﻌﻤﺎﻝ ﺍﻻﻧﺘﺮﻧﺖ ،ﻓﻘﺪ ﺗﻄﻮﺭﺕ ﺍﻻﻧﺘﺮﻧﺖ ﰲ ﺍﳉﺎﻣﻌﺎﺕ ﺇﺫ ﻭﻟﺪﺕ ﺍﻟﺮﻏﺒﺔ ﰲ ﺗﻄﻮﻳﺮ ﺁﺩﺍﺀ ﺍﳉﺎﻣﻌﺔ ﻭ
ﺇﺗﺎﺣﺘﻬﺎ ﻓﺮﺹ ﺃﻭﺳﻊ ﻟﻠﺮﺍﻏﺒﲔ ﰲ ﻣﺰﺍﻭﻟﺔ ﺩﺭﺍﺳﺘﻬﻢ ﻋﻦ ﺑﻌﺪ ،ﺃﻭ ﺍﻹﻃﻼﻉ ﻋﻠﻰ ﺁﺧﺮ ﻣﺎ ﺗﻮﺻﻞ ﺇﻟﻴﻪ ﺍﻟﻌﻠﻢ ﺍﳊﺪﻳﺚ ﰲ ﳐﺘﻠﻒ
ﺍﺎﻻﺕ.
"ﻭﻣﻦ ﺧﻼﻝ ﺍﳊﺪﻳﺚ ﻋﻦ ﺍﻟﺘﻌﻠﻴﻢ ﻋﻦ ﺑﻌﺪ ،ﺃﺻﺒﺢ ﲟﻘﺪﻭﺭ ﺍﻟﻔﺮﺩ ﺍﻟﺘﻌﻠﻢ ﺩﻭﻥ ﺍﳊﺎﺟﺔ ﺇﱃ ﺍﻟﺬﻫﺎﺏ ﺇﱃ ﺍﳉﺎﻣﻌﺔ ،ﻛﻤﺎ
ﺃﺻﺒﺢ ﺑﺈﻣﻜﺎﻧﻪ ﺍﻻﺗﺼﺎﻝ ﺑﺎﳉﺎﻣﻌﺔ ﻭﺇﺟﺮﺍﺀ ﺍﻻﻣﺘﺤﺎﻧﺎﺕ ﻣﻦ ﺧﻼﻝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﻣﻦ ﺧﻼﳍﺎ ﳝﻜﻦ ﻣﺘﺎﺑﻌﺔ ﺍﶈﺎﺿﺮﺍﺕ ﻋﻦ
ﺑﻌﺪ ،ﻭﺍﳌﺸﺎﺭﻛﺔ ﰲ ﻓﺮﻕ ﺍﻟﻨﻘﺎﺵ ،ﻋﻼﻭﺓ ﻋﻠﻰ ﺍﻹﻃﻼﻉ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺁﺧﺮ ﺍﻟﺒﺤﻮﺙ ﺍﻟﱵ ﺗﻮﺻﻞ ﺇﻟﻴﻬﺎ ﺍﻟﻌﻘﻞ ﺍﻟﺒﺸﺮﻱ" 2ﻛﻤﺎ ﺃﻥ
ﺍﻻﻧﺘﺮﻧﺖ ﺃﺻﺒﺤﺖ ﺗﺴﺘﺨﺪﻡ ﺩﺍﺧﻞ ﺍﳌﺪﺍﺭﺱ ﻭ ﺍﻟﺜﺎﻧﻮﻳﺎﺕ ﻣﻦ ﺃﺟﻞ ﺗﺴﻬﻴﻞ ﺍﻻﺗﺼﺎﻝ ﺑﲔ ﺍﻷﺳﺘﺎﺫ ﻭﺍﻟﻄﺎﻟﺐ ﰲ ﺇﻃﺎﺭﻩ ﺍﻟﻌﻠﻤﻲ
ﻭﺍﻟﺘﺮﺑﻮﻱ.
ﻭﺩﻭﻣﺎ ﰲ ﻣﻴﺪﺍﻥ ﺍﻟﺘﻌﻠﻴﻢ ﻓﻘﺪ ﺃﺻﺒﺤﺖ ﺍﻻﻧﺘﺮﻧﺖ ﺑﺪﻳﻼ ﻣﻔﻀﻼ ﻋﻦ ﺍﻟﻄﺮﻕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ﻟﻠﻮﻟﻮﺝ ﺇﱃ ﻓﻬﺎﺭﺱ ﺍﳌﻜﺘﺒﺎﺕ،
ﺣﻴﺚ ﺃﺻﺒﺢ ﺑﺎﻹﻣﻜﺎﻥ ﻭﺻﻮﻝ ﺍﳌﺴﺘﺨﺪﻡ ﺑﺎﺣﺜﺎ ﻛﺎﻥ ﺃﻭ ﻃﺎﻟﺒﺎ ﺇﱃ ﺍﳌﻜﺘﺒﺎﺕ ﺍﻟﱵ ﺗﻨﺸﺮ ﻓﻬﺮﺳﻬﺎ ﻋﻠﻰ ﺍﻟﺸﺒﻜﺔ ﺍﻟﻌﻨﻜﺒﻮﺗﻴﺔ.
:ﺍﻟﻮﻳﺐ ﻫﻮ ﺍﺧﺘﺼﺎﺭ ﻟﻠﻌﺒﺎﺭﺓ ﺍﻻﳒﻠﻴﺰﻳﺔ ) (World Wide Webﻭﻫﻨﺎﻙ ﻣﻦ ﻳﺼﻔﻬﺎ ﺑﺄﺎ ":ﺍﳉﺰﺀ ﺍﻟﻮﻳﺐ
ﺍﻷﻛﺜﺮ ﺟﺎﺫﺑﻴﺔ ﰲ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﺍﳋﺪﻣﺔ ﺍﻟﱵ ﺟﻌﻠﺘﻬﺎ ﺃﻛﺜﺮ ﺷﻌﺒﻴﺔ" 3ﻭﻗﺪ ﺟﺎﺀﺕ ﻓﻜﺮﺓ ﺍﻟﻮﻳﺐ ﻟﺘﺤﻮﻱ ﺟﻞ ﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﺗﺘﻤﺘﻊ
ﺎ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﻣﺜﻞ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻭﺑﺮﻭﺗﻮﻛﻮﻻﺕ ﻧﻘﻞ ﺍﳌﻠﻔﺎﺕ ﻭﺧﺪﻣﺎﺕ ﺍﻟﺒﺤﺚ ﻋﻦ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻭﺧﺪﻣﺔ ﳎﻤﻮﻋﺎﺕ
ﺍﻷﺧﺒﺎﺭ ﻭﺍﻟﺪﺭﺩﺷﺔ ﻭ ﺍﻟﻮﺍﻳﺰ ...ﻭ ﲡﺪﺭ ﺍﻹﺷﺎﺭﺓ" ﺇﱃ ﺍﻻﻧﺘﺮﻧﺖ ﺷﻬﺪﺕ ﰲ ﻋﺎﻡ 2005ﺍﻟﺪﺧﻮﻝ ﺍﻟﻔﻌﻠﻲ ﳉﻴﻞ ﺍﻟﻮﻳﺐ
ﺍﻟﺜﺎﱐ" 4ﻭﻫﻲ ﺧﺪﻣﺎﺕ ﺃﻋﻄﺖ ﻣﺴﺤﺔ ﻭﻣﻌ
ﲎ ﺍﺟﺘﻤﺎﻋﻴﺎ ﻟﺸﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﻣﺜﻞ :ﺧﺪﻣﺔ ﺍﻟﺘﺄﻟﻴﻒ ﺍﳊﺮ ،wikiﺍﳌﺪﻭﻧﺎﺕ
،blogsﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ...
-1ﳏﻤﺪ ﻟﻌﻘﺎﺏ :ﳎﺘﻤﻊ ﺍﻹﻋﻼﻡ ﻭﺍﳌﻌﻠﻮﻣﺎﺕ،ﺃﻃﺮﻭﺣﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺩﺭﺟﺔ ﺩﻛﺘﻮﺭﺍﻩ ﺩﻭﻟﺔ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ
ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2001 ،ﻏﲑ ﻣﻨﺸﻮﺭﺓ،ﺹ116
2
-ﳏﻤﺪ ﻟﻌﻘﺎﺏ :ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ،ﺹ 45
-3ﳏﻤﻮﺩ ﻋﺒﺪ ﺍﻟﺴﺘﺎﺭ ﺧﻠﻴﻔﺔ :ﺍﳉﻴﻞ ﺍﻟﺜﺎﱐ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ،ﺩﻭﺭﻳﺔ ،cybrariansﺍﻟﻌﺪﺩ ،18ﻣﺎﺭﺱ ،2009ﻣﺘﺎﺡ ﰲ
،http://journal.cybrarians.info/no18/web2.0.htmﺯﻳﺎﺭﺓ ﻳﻮﻡ 24ﻣﺎﺭﺱ ،2009ﺍﻟﺴﺎﻋﺔ 10:50
-4ﳏﻤﺪ ﻃﺎﻫﺮ ﻧﺼﲑ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﳊﺎﻣﺪ ،2005 ،ﺹ375
www.veecos.net 22
Rs-communication.blogspot.com
:usenetﺗﻌﺪ ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﺃﺣﺪ ﻣﻮﺍﺭﺩ ﺍﳌﻌﻠﻮﻣﺔ ﻟﻼﻧﺘﺮﻧﺖ" ،ﺣﻴﺚ ﺗﺸﻜﻞ ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ
usenetﻋﺎﳌﺎ ﻓﺮﻳ ﺪﺍ ،ﻓﻬﻲ ﲤﺜﻞ ﺃﺻﻞ ﺍﻟﺘﺠﻤﻌﺎﺕ ﺍﻻﻓﺘﺮﺍﺿﻴﺔ .ﻭﻫﻮ ﻣﻠﺘﻘﻰ ﻋﺎﳌﻲ ﺇﻟﻜﺘﺮﻭﱐ ﺗﺘﻴﺤﻪ ﺍﻻﻧﺘﺮﻧﺖ ﺗﻠﺘﻘﻲ ﻣﻦ
ﺧﻼﻟﻪ ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﰲ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﰲ ﺷﻜﻞ ﻫﺮﻣﻲ ،ﺇﺫ ﻳﺄﰐ ﻋﻠﻰ ﺭﺃﺱ ﺍﻟﻘﺎﺋﻤﺔ ﻋﻨﻮﺍﻥ ﻣﻮﺿﻮﻉ ﺍﻟﻨﻘﺎﺵ ﻭﺍﻟﺬﻱ
ﺗﺘﻔﺮﻉ ﻋﻨﻪ ﻣﻮﺿﻮﻋﺎﺕ ﻓﺮﻋﻴﺔ 1".ﺗﻀﻢ ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﻣﻼﻳﲔ ﺍﻟﺒﺸﺮ ﺣﻮﻝ ﺍﻟﻌﺎﱂ ﺇﺫ ﺗﻐﻄﻲ ﻣﻮﺿﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﺗﻘﺮﻳﺒﺎ ﻛﻞ
ﳎﺎﻻﺕ ﺍﳊﻴﺎﺓ.
):(mailing listﺗﻌﺘﱪ ﺍﻟﻘﻮﺍﺋﻢ ﺍﻟﱪﻳﺪﻳﺔ ﺷﻜﻼ ﺁﺧﺮ ﻣﻦ ﺃﺷﻜﺎﻝ ﳎﻤﻮﻋﺎﺕ ﺍﻷﺧﺒﺎﺭ ﻭﻫﻲ "ﻧﻈﺎﻡ ﻗﻮﺍﺋﻢ ﺍﻟﱪﻳﺪ
ﳎﻬﺰ ،ﺣﻴﺚ ﻳﺴﻤﺢ ﺑﺘﻜﻮﻳﻦ ﳎﻤﻮﻋﺎﺕ ﻣﻦ ﺍﳌﺴﺘﺨﺪﻣﲔ ﳝﻜﻦ ﺇﺭﺳﺎﻝ ﺭﺳﺎﺋﻞ ﳍﻢ ﻭﺍﺳﺘﻘﺒﺎﻝ ﺭﺳﺎﺋﻞ ﺃﺧﺮﻯ ﻣﺘﻌﻠﻘﺔ ﲟﻮﺿﻮﻉ
ﳏﺪﺩ " 2ﻓﺎﺷﺘﺮﺍﻙ ﺍﻟﻔﺮﺩ ﰲ ﻗﺎﺋﻤﺔ ﺑﺮﻳﺪﻳﺔ ﻳﺴﻤﺢ ﻟﻪ ﺑﺈﺭﺳﺎﻝ ﺭﺳﺎﺋﻞ ﻷﻋﻀﺎﺀ ﺍﻟﻘﺎﺋﻤﺔ ﻛﻤﺎ ﻳﺴﻤﺢ ﻟﻪ ﺑﺎﺳﺘﻘﺒﺎﻝ ﺭﺳﺎﺋﻞ ﻣﻦ
ﺍﻷﻋﻀﺎﺀ.
subjectﰲ ﻫﺬﻩ ﺍﻟﻔﻬﺎﺭﺱ ﻳﺘﻢ ﺗﻨﻈﻴﻢ ﺃﻭ ﻟﻨ ﹸﻘﻞ ﺗﻘﺴﻴﻢ ﻣﻮﺍﻗﻊ ﻓﻬﺎﺭﺱ ﺃﻭ ﺃﺩﻟﺔ ﻭﻳﺐdirectory :
ﺍﻻﻧﺘﺮﻧﺖ ﺑﺎﺳﺘﺨﺪﺍﻡ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،ﰒ ﺗﻘﻮﻡ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﳌﺘﺨﺼﺼﲔ ﺑﺘﻨﻈﻴﻢ ﻭﺟﺪﻭﻟﺔ ﻭﺍﺧﺘﻴﺎﺭ ﻭﻓﺮﺯ ﻧﺘﺎﺋﺞ ﳏﺮﻛﺎﺕ
ﺍﻟﺒﺤﺚ ،ﻟﻮﺿﻊ ﺍﻟﻔﻬﺎﺭﺱ ﺍﻟﱵ ﳝﻜﻦ ﳌﺴﺘﺨﺪﻡ ﺍﻻﻧﺘﺮﻧﺖ ﺍﻹﻃﻼﻉ ﻋﻠﻴﻬﺎ ﺃﻭ ﺍﻟﺒﺤﺚ ﺩﺍﺧﻠﻬﺎ ﻋﻦ ﻣﻮﺿﻮﻉ ﻣﻌﲔ ﺑﺎﺳﺘﺨﺪﺍﻡ
ﻛﻠﻤﺎﺕ ﻣﻔﺘﺎﺣﻴﺔ ،ﻭﺑﺈﻣﻜﺎﻥ ﺍﳌﺴﺘﺨﺪﻡ ﻋﻨﺪ ﺍﳊﺼﻮﻝ ﻋﻤﺎ ﻳﺒﺤﺚ ﻋﻨﻪ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﻮﺻﻼﺕ ﺍﻟﺘﺸﻌﺒﻴﺔ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ
ﻳﺮﻏﺐ ﰲ ﺯﻳﺎﺭﺎ .
www.veecos.net
ﺍﻟﻔﻬﺮﺱ :ﻗﺎﻋﺪﺓ ﺑﻴﺎﻧﺎﺕ ﰲ ﺷﻜﻞ ﺟﺪﺍﻭﻝ ﲢﻮﻱ ﻗﻮﺍﺋﻢ ﻣﺮﺗﺒﺔ ﺃﲜﺪﻳﺎ ﺑﺎﻟﻜﻠﻤﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﳍﺎﻣﺔ ﺩﺍﺧﻞ ﺍﻟﺼﻔﺤﺎﺕ ،ﺍﻟﱵ ﻳﺘﻢ
ﺍﻟﻌﺜﻮﺭ ﻋﻠﻴﻬﺎ ﻣﻦ ﺍﻟﻌﻨﺎﻛﺐ ﺑﻌﺪ ﺗﺼﻔﻴﺔ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﺸﺎﺋﻌﺔ .
ﳏﺮﻙ ﺍﻟﺒﺤﺚ :ﺑﺮﻧﺎﻣﺞ ﻳﺘﻴﺢ ﳌﺴﺘﺨﺪﻡ ﺍﻻﻧﺘﺮﻧﺖ ﺃﻥ ﻳﺴﺘﻌﻠﻢ ﻋﻦ ﻛﻠﻤﺎﺕ ﻣﻌﻴﻨﺔ ﺩﺍﺧﻞ ﺍﻟﻔﻬﺮﺱ ،ﺇﺫ ﻳﻘﻮﻡ ﳏﺮﻙ ﺍﻟﺒﺤﺚ
ﲜﻠﺐ ﻗﺎﺋﻤﺔ ﻋﻨﺎﻭﻳﻦ ﺍﻟﺼﻔﺤﺎﺕ ﺍﻟﱵ ﲢﺘﻮﻱ ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﺴﺘﻌﻠﻢ ﻋﻨﻬﺎ.
ﻭﻳﻌﺮﻑ ﺍﻷﺳﺘﺎﺫ ﳏﻤﻮﺩ ﻋﺒﺪ ﺍﻟﺴﺘﺎﺭ ﺧﻠﻴﻔﺔ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﺑﺄﺎ ":ﻣﻮﺍﻗﻊ ﺗﺸﻜﻞ ﳎﺘﻤﻌﺎﺕ ﺇﻟﻜﺘﺮﻭﻧﻴﺔ ﺿﺨﻤﺔ
ﻭﺗﻘﺪﻡ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﻣﻦ ﺷﺄﺎ ﺗﺪﻋﻴﻢ ﺍﻟﺘﻮﺍﺻﻞ ﻭﺍﻟﺘﻔﺎﻋﻞ ﺑﲔ ﺃﻋﻀﺎﺀ ﺍﻟﺸﺒﻜﺔ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ،ﻣﻦ ﺧﻼﻝ ﺍﳋﺪﻣﺎﺕ
ﻭﺍﻟﻮﺳﺎﺋﻞ ﺍﳌﻘﺪﻣﺔ ﻣﺜﻞ ﺍﻟﺘﻌﺎﺭﻑ ﻭﺍﻟﺼﺪﺍﻗﺔ ،ﺍﳌﺮﺍﺳﻠﺔ ﻭﺍﶈﺎﺩﺛﺔ ﺍﻟﻔﻮﺭﻳﺔ ،ﺇﻧﺸﺎﺀ ﳎﻤﻮﻋﺎﺕ ﺍﻫﺘﻤﺎﻡ ﻭﺻﻔﺤﺎﺕ ﻟﻸﻓﺮﺍﺩ
ﻭﺍﳌﺆﺳﺴﺎﺕ ،ﺍﳌﺸﺎﺭﻛﺔ ﰲ ﺍﻷﺣﺪﺍﺙ ﻭﺍﳌﻨﺎﺳﺒﺎﺕ ،ﻣﺸﺎﺭﻛﺔ ﺍﻟﻮﺳﺎﺋﻂ ﻣﻊ ﺍﻵﺧﺮﻳﻦ ﻛﺎﻟﺼﻮﺭ ﻭﺍﻟﻔﻴﺪﻳﻮ ،ﻭﺍﻟﱪﳎﻴﺎﺕ 1".ﺣﻴﺚ
ﺑﺮﺯﺕ ﻫﺬﻩ ﺍﻟﺸﺒﻜﺎﺕ ﻛﻤﻨﺎﻓﺲ ﺣﻘﻴﻘﻲ ﻟﻠﻤﺠﺘﻤﻌﺎﺕ ﺍﳊﻘﻴﻘﻴﺔ ،ﻛﻤﺎ ﻳﻼﺣﻆ ﺃﻥ ﻫﻨﺎﻙ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﳌﺆﺳﺴﺎﺕ ﻭﺍﳌﻨﻈﻤﺎﺕ
ﺗﺴﺘﺨﺪﻡ ﻫﺬﺍ ﺍﻟﺸﺒﻜﺎﺕ ﻟﺘﺮﻭﻳﺞ ﺃﻋﻤﺎﳍﺎ ﻭﻣﻨﺘﺠﺎﺎ.
ﺍﻷﺧﺒﺎﺭ :ﻟﻘﺪ ﻗﺎﻣﺖ ﺍﻻﻧﺘﺮﻧﺖ ﺑﻜﺴﺮ ﺍﳊﻮﺍﺟﺰ ﺑﲔ ﺍﻹﻋﻼﻣﻴﲔ ﻭﺍﳉﻤﻬﻮﺭ ﺍﻟﺬﻱ ﻳﺘﻌﲔ ﺍﻟﺘﺄﺛﲑ ﻋﻠﻴﻪ ،ﺣﻴﺚ ﺃﺻﺒﺢ ﻣﻦ
ﺍﳌﻤﻜﻦ ﺃﻥ ﲤﺘﻠﻚ ﺃﻱ ﻣﺆﺳﺴﺔ ﺳﻮﺍﺀ ﻛﺎﻧﺖ ﲡﺎﺭﻳﺔ ﺃﻭ ﺍﻗﺘﺼﺎﺩﻳﺔ ﺃﻭ ﻓﻜﺮﻳﺔ ﻣﻮﻗﻌﺎ ﺍﻟﻜﺘﺮﻭﻧﻴﺎ ﻳﻜﻮﻥ ﲟﺜﺎﺑﺔ ﺍﻟﻮﺳﻴﻂ ﺗﺴﻤﺢ ﳍﺎ
2
ﺑﺎﻟﻮﺻﻮﻝ ﺇﱃ ﲨﻬﻮﺭ ﻋﺮﻳﺾ ﺑﻌﻴﺪﺍ ﻋﻦ ﻣﻘﺺ ﺍﻟﺮﻗﻴﺐ ،ﺇﺎ ﻛﻤﺎ ﻳﻘﻮﻝ ﻓﻬﻤﻲ ﻫﻮﻳﺪﻱ" ﺳﻼﺡ ﻣﻦ ﻻ ﺳﻼﺡ ﳍﻢ "
ﻛﻤﺎ ﺃﻥ ﳋﺎﺻﻴﺔ ﺍﻟﺘﻔﺎﻋﻠﻴﺔ ﺍﻟﻔﻀﻞ ﺍﻟﻜﺒﲑ ﰲ ﺟﻌﻞ ﲨﻬﻮﺭ ﺍﻻﻧﺘﺮﻧﺖ ﻳﺒﻌﺪ ﻋﻦ ﻧﻔﺴﻪ ﺻﻔﺔ ﺍﳌﺘﻠﻘﻲ ﺍﻟﺴﻠﱯ ،ﺍﻟﺬﻱ ﻋﺮﻑ
ﺑﻪ ﺣﻴﺎﻝ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ﻟﻴﺼﺒﺢ ﻣﺴﺎﳘﺎ ﰲ ﺻﻨﺎﻋﺔ ﺍﳋﱪ ﻭﻣﻨﺎﻗﺸﺎ ﰲ ﳐﺘﻠﻒ ﺍﻟﻘﻀﺎﻳﺎ ﺍﻟﱵ ﺗﻘﻊ ﺩﺍﺧﻞ ﺩﺍﺋﺮﺓ ﺍﻫﺘﻤﺎﻣﺎﺗﻪ،
ﰲ ﻣﻮﺍﻗﻊ ﺍﻻﻧﺘﺮﻧﺖ ﻭﻳﺴﺘﻔﺴﺮ ﻋﻤﺎ ﳚﻬﻠﻪ"ﻛﻤﺎ ﺣﻄﻤﺖ ﺍﻻﻧﺘﺮﻧﺖ ﺍﳊﻮﺍﺟﺰ ﺑﻴﻨﻤﺎ ﻫﻮ ﲨﺎﻫﲑﻱ ﻭ ﻣﺎﻫﻮ ﻏﲑ ﲨﺎﻫﲑﻱ ﻭﺫﻟﻚ
- 1ﳏﻤﻮﺩ ﻋﺒﺪ ﺍﻟﺴﺘﺎﺭ ﺧﻠﻴﻔﺔ :ﺍﳉﻴﻞ ﺍﻟﺜﺎﱐ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ،ﺩﻭﺭﻳﺔ ،cybrariansﺍﻟﻌﺪﺩ ،18ﻣﺎﺭﺱ ،2009ﻣﺘﺎﺡ ﰲ
،http://journal.cybrarians.info/no18/web2.0.htmﺯﻳﺎﺭﺓ ﻳﻮﻡ 24ﻣﺎﺭﺱ ،2009ﺍﻟﺴﺎﻋﺔ 10:50
- 2ﳏﻤﺪ ﺍﻟﻄﻴﺐ ﺯﺍﻭﻱ : ،ﺍﻹﻋﻼﻡ ﺍﻹﺳﻼﻣﻲ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳌﻌﺎﺻﺮ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ ،ﺟﺎﻣﻌﺔ
ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،ﻏﲑ ﻣﻨﺸﻮﺭﺓ ،ﺹ214
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Rs-communication.blogspot.com
ﺑﺘﻨﻮﻳﻊ ﺍﻹﻋﻼﻡ ﺍﳉﻤﺎﻫﲑﻱ ﻭﺍﺳﻊ ﺍﻻﻧﺘﺸﺎﺭ) (broadcastingﺇﱃ ﺇﻋﻼﻡ ﻣﺘﺨﺼﺺ ﻣﻮﺟﻪ ﻟﻔﺌﺎﺕ ﻣﻌﻴﻨﺔ" 1ﺿﻤﻦ ﻧﻔﺲ
ﺍﻟﻮﺳﻴﻠﺔ ﻭﻧﻔﺲ ﺍﳌﻮﻗﻊ ،ﻭﻟﻜﻞ ﻣﺴﺘﺨﺪﻡ ﺃﻥ ﳜﺘﺎﺭ ﻣﺎ ﻳﻨﺎﺳﺐ ﻣﺴﺘﻮﺍﻩ ﻭﺭﻏﺒﺎﺗﻪ ﺩﺍﺧﻞ ﺍﳌﻮﻗﻊ ﺍﻟﺬﻱ ﻳﺰﻭﺭﻩ.
ﺇﺿﺎﻓﺔ ﺇﱃ ﻛﻞ ﻫﺬﺍ ﻓﻘﺪ ﲰﺤﺖ ﺍﻻﻧﺘﺮﻧﺖ ﻟﻠﻘﻨﻮﺍﺕ ﺍﻹﺫﺍﻋﻴﺔ ﻭﺍﻟﺘﻠﻔﺰﻳﻮﻧﻴﺔ ،ﺑﺄﻥ ﺗﺒﺚ ﺃﺧﺒﺎﺭﻫﺎ ﻭﺗﻮﺳﻊ ﻣﻦ ﺩﺍﺋﺮﺓ ﺑﺜﻬﺎ ﺣﻴﺚ
ﺃﺻﺒﺤﺖ ﺗﺒﺚ ﺃﺧﺒﺎﺭﻫﺎ ﻭﺑﺮﺍﳎﻬﺎ ﻋﻠﻰ ﺍﻟﺸﺒﻜﺔ ﺍﻟﻌﻨﻜﺒﻮﺗﻴﺔ ،ﻛﻤﺎ ﺍﺳﺘﻔﺎﺩﺕ ﻫﺬﻩ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻣﻴﺔ ﻣﻦ ﺍﻻﻧﺘﺮﻧﺖ ﻓﻘﺪ ﻳﺴﺮﺕ
ﺍﻻﺗﺼﺎﻝ ﻣﻊ ﺍﳉﻤﻬﻮﺭ ﻣﻦ ﺧﻼﻝ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭﺍﻟﻘﻴﺎﻡ ﺑﺎﺳﺘﻄﻼﻋﺎﺕ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﻭﻓﺘﺢ ﺳﺎﺣﺔ ﺍﳌﻨﺎﻗﺸﺔ ﰲ ﻣﻮﺿﻮﻋﺎﺕ
ﳐﺘﻠﻔﺔ.
ﻭﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻫﺎﺫﻳﻦ ﺍﻟﻮﺳﻴﻄﲔ ﻓﻘﺪ ﺍﺣﺘﻀﻨﺖ ﺍﻻﻧﺘﺮﻧﺖ ﺍﻟﺼﺤﻒ ﻭﺍﻼﺕ ﰲ ﻣﻮﺍﻗﻊ ﺗﻔﺎﻋﻠﻴﺔ ﺗﺴﻤﺢ ﻟﻠﺠﻤﻬﻮﺭ ﺑﺎﻟﺘﻌﻠﻴﻖ
ﻋﻠﻰ ﺍﻷﺧﺒﺎﺭ ،ﻛﻤﺎ ﲰﺤﺖ ﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺼﺤﻒ ﻭﺍﻼﺕ ﺑﺼﻨﻊ ﻧﺴﺨﺔ ﺍﻟﻜﺘﺮﻭﻧﻴﺔ ﻣﺮﺍﻓﻘﺔ ﻟﻠﻨﺴﺨﺔ ﺍﻟﻮﺭﻗﻴﺔ ،ﺑﻞ ﺗﻌﺪﺕ ﺍﻟﻨﺴﺨﺔ
ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﻗﺮﻳﻨﺘﻬﺎ ﺍﻟﻮﺭﻗﻴﺔ ﰲ ﻋﺮﺿﻬﺎ ﺍﻵﱐ ﻟﻸﺣﺪﺍﺙ ،ﻭﻫﺬﺍ ﻣﺎ ﻻ ﳝﻜﻦ ﻟﻠﻨﺴﺦ ﺍﻟﻮﺭﻗﻴﺔ ﺍﻟﻘﻴﺎﻡ ﺑﻪ ﻻﻟﺘﺰﺍﻣﻬﺎ ﺑﺘﻮﻗﻴﺖ ﺻﺪﻭﺭ
ﻣﻌﲔ ،ﻛﻤﺎ ﺃﻓﺎﺩﺕ ﺍﻟﻨﺴﺦ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﺍﳉﻤﻬﻮﺭ ﰲ ﺍﻟﺒﺤﺚ ﰲ ﳏﺘﻮﻯ ﺍﻷﻋﺪﺍﺩ ﺍﻟﺴﺎﺑﻘﺔ.
RSSﺧﺪﻣﺔ RSS:ﺍﳌﻠﺨﺺ ﺍﻟﻮﺍﰲ ﻟﻠﻤﻮﻗﻊ ﻫﻲ ﺧﺪﻣﺔ ﺟﺪﻳﺪﺓ ﲤﻜﻨﻚ ﻣﻦ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺁﺧﺮ ﺍﻷﺧﺒﺎﺭ،
ﻓﻮﺭ ﻭﺭﻭﺩﻫﺎ ﻋﻠﻰ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﻗﻤﺖ ﺑﺎﻻﺷﺘﺮﺍﻙ ﺎ ﰲ ﺍﳋﺪﻣﺔ .ﻓﺒﺪ ﹰﻻ ﻣﻦ ﺗﺼﻔﺢ ﺍﳌﻮﺍﻗﻊ ﻭﺍﻟﺒﺤﺚ ﻋﻦ ﺍﳌﻮﺍﺿﻴﻊ
ﻓﻮﺭ ﻧﺸﺮﻫﺎ .ﻭﺑﺎﻟﺘﺎﱄ ﺗﺘﻴﺢ ﲣﻄﺮﻙ ﲟﺎ ﻳﺴﺘﺠﺪ ﻣﻦ ﺃﺧﺒﺎﺭ ﻭﻣﻮﺍﺿﻴﻊ ﻋﻠﻰ ﺗﻠﻚ ﺍﳌﻮﺍﻗﻊ RSSﺍﳉﺪﻳﺪﺓ ،ﻓﺈﻥ ﺧﺪﻣﺔ
ﺍﳋﺪﻣﺔ ﳌﻨﺘﺠﻲ ﺍﻷﺧﺒﺎﺭ ﺍﻳﺼﺎﻝ ﺃﺧﺒﺎﺭﻫﻢ "ﺍﻷﺣﺪﺙ" ﻣﺒﺎﺷﺮﺓ ﺇﱃ ﺍﳌﺘﻠﻘﻲ ﺑﺪﻭﻥ ﺣﺎﺟﺔ ﻫﺬﺍ ﺍﻷﺧﲑ ﺇﱃ ﺯﻳﺎﺭﺓ ﻣﻮﺍﻗﻌﻬﻢ.
ﻭﺗﺸﺘﻤﻞ ﺍﻷﺧﺒﺎﺭ ﺍﳌﺘﻠﻘﺎﺓ ﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ ﰱ ﺃﺑﺴﻂ ﺻﻮﺭﻫﺎ ﻋﻠﻰ ﻋﻨﻮﺍﻥ ﺍﳋﱪ ،ﻭﳐﺘﺼﺮ ﻟﻨﺺ ﺍﳋﱪ ،ﺃﻭ ﻭﺻﻠﺔ ﺃﻭ ﺭﺍﺑﻂ
ﺃﻭ )RSS (Rich SiteSummaryﻟﻠﻨﺺ ﺍﻟﻜﺎﻣﻞ ﻟﻠﺨﱪ ﻋﻠﻰ ﻣﻮﻗﻊ ﻣﻨﺘﺞ ﺍﳋﱪ" ﻭﻳﻘﺼﺪ ﲟﺼﻄﻠﺢ
) :ﻣﻠﺨﺺ ﻣﻜﺜﻒ ﻟﻠﻤﻮﻗﻊ( ﺃﻣﺎ ﺍﻟﻌﺒﺎﺭﺓ ﺍﻷﻛﺜﺮ ﺍﺳﺘﺨﺪﺍﻣﹰﺎ ﰲ ﺍﻟﻮﻗﺖ ﺍﳊﺎﺿﺮ ﻓﻬﻲ
Really Simple Syndicationﺃﻭ )ﺗﻠﻘﻴﻢ ﻣﺒﺴﻂ ﺟﺪﹰﺍ(" 2ﻛﻤﺎ ﺃﻥ ﺧﺪﻣﺔ RSSﻫﻲ ﺧﺪﻣﺔ ﺇﺧﺒﺎﺭﻳﺔ ﳎﺎﻧﻴﺔ
ﻭﻻ ﻳﺘﻢ ﺍﺣﺘﺴﺎﺏ ﺃﻱ ﺭﺳﻮﻡ ﻋﻠﻰ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ،ﺣﻴﺚ ﳝﻜﻨﻚ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺧﺪﻣﺔ RSSﺑﻌﺪﺓ ﻃﺮﻕ ﺳﻨﺬﻛﺮ ﺃﳘﻬﺎ :ﺃﻥ
ﻳﻜﻮﻥ ﻣﺘﺼﻔﺢ ﺍﻻﻧﺘﺮﻧﺖ ﺍﻟﺬﻱ ﺗﺴﺘﺨﺪﻣﻪ ﻳﺪﻋﻢ ﺗﻘﻨﻴﺔ RSSﻛﺎﳌﺘﺼﻔﺢ ﺍﳉﺪﻳﺪ Mozilla Firefoxﻭﺍﻟﺬﻱ ﳝﻜﻨﻚ ﲢﻤﻴﻠﻪ
ﳎﺎﻧﹰﺎ ﻣﻦ ﻣﻮﻗﻊ Mozillaﺃﻭ ﻣﺘﺼﻔﺢ Operaﺃﻭ ﺍﻹﺻﺪﺍﺭ ﺍﳉﺪﻳﺪ 7.0ﻣﻦ ﻣﺘﺼﻔﺢ ﻣﻴﻜﺮﻭﺳﻮﻓﺖ ﺇﻧﺘﺮﻧﺖ ﺇﻛﺴﺒﻠﻮﺭ.
ﺃﻣﺎ ﺍﻟﻄﺮﻳﻘﺔ ﺍﻷﺧﺮﻯ ﻓﻬﻲ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﻧﺴﺨﺔ ﳑﺎ ﻳﺴﻤﻰ ﺑﱪﻧﺎﻣﺞ ﻗﺎﺭﻯﺀ ﺍﻷﺧﺒﺎﺭ ) (News Readerﻭﺍﻟﺬﻱ
ﺑﺈﻣﻜﺎﻧﻪ ﻗﺮﺍﺀﺓ ﻭﻋﺮﺽ ﺍﻷﺧﺒﺎﺭ ﺍﻟﻮﺍﺭﺩﺓ ﻋﻦ ﻃﺮﻳﻖ ﺧﺪﻣﺔ RSSﻣﻦ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﻗﻤﺖ ﺑﺎﺧﺘﻴﺎﺭﻫﺎ.
-1ﻋﺒﺪ ﺍﳌﺎﻟﻚ ﺭﺩﻣﺎﻥ ﺍﻟﺪﻧﺎﱐ :ﺍﻟﻮﻇﻴﻔﺔ ﺍﻹﻋﻼﻧﻴﺔ ﻟﺸﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﺑﲑﻭﺕ ،ﺩﺍﺭ ﺍﻟﺮﺍﺗﺐ ﺍﳉﺎﻣﻌﻴﺔ ،2000 ،ﺹ101،100
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-ﳏﻤﻮﺩ ﻋﺒﺪ ﺍﻟﺴﺘﺎﺭ ﺧﻠﻴﻔﺔ:ﺍﳉﻴﻞ ﺍﻟﺜﺎﱐ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ،ﺩﻭﺭﻳﺔ ،cybrariansﺍﻟﻌﺪﺩ ،18ﻣﺎﺭﺱ ،2009ﻣﺘﺎﺡ ﰲ
،http://journal.cybrarians.info/no18/web2.0.htmﺯﻳﺎﺭﺓ ﻳﻮﻡ 24ﻣﺎﺭﺱ ،2009ﺍﻟﺴﺎﻋﺔ 10:50
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ﻟﻘﺪ ﺃﺻﺒﺢ ﺍﻟﺘﺮﻭﻳﺞ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺃﺣﺪ ﺿﺮﻭﺭﻳﺎﺕ ﺍﳊﻴﺎﺓ ﰲ ﳎﺘﻤﻌﻨﺎ ﺍﻟﻴﻮﻡ ،ﻓﻤﺌﺎﺕ ﺍﳌﻼﻳﲔ ﻣﻦ ﺍﳌﺴﺘﺨﺪﻣﲔ ﻳﺘﺼﻠﻮﻥ ﺑﺸﺒﻜﺔ
ﺍﻻﻧﺘﺮﻧﺖ ﻳﻮﻣﻴﹰﺎ ﻣﻦ ﲨﻴﻊ ﺃﳓﺎﺀ ﺍﻟﻌﺎﱂ ،ﻭﻣﻦ ﻫﺬﺍ ﺍﳌﻨﻄﻠﻖ ﳝﻜﻨﻨﺎ ﺍﺳﺘﻐﻼﻝ ﻫﺬﻩ ﺍﻟﻔﺮﺻﺔ ﻭﲢﻮﻳﻞ ﺍﻻﻧﺘﺮﻧﺖ ﺇﱃ ﺳﻮﻕ ﻣﻔﺘﻮﺡ
ﻣﺘﻨﻮﻉ ﺍﳉﻤﻬﻮﺭ ﻟﺘﺮﻭﻳﺞ ﺍﳌﻨﺘﺠﺎﺕ ﻭﺍﳋﺪﻣﺎﺕ ﺍﳌﺨﺘﻠﻔﺔ ،ﻭﲢﻘﻴﻖ ﺍﺳﺘﺠﺎﺑﺔ ﻛﺒﲑﺓ ﻭﻭﻻﺀ ﻛﺒﲑ ﳌﻨﺘﺠﺎﺕ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭﻣﻦ
ﺃﺑﺮﺯ ﻋﻨﺎﺻﺮ ﺍﻟﺘﺮﻭﻳﺞ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﻟﱵ ﻳﻌﻮﻝ ﻋﻠﻴﻬﺎ ﺍﳌﺴﻮﻗﻮﻥ ﰲ ﺍﻻﻧﺘﺮﻧﺖ ﻛﺜﲑﺍ ﻣﺎﻳﻠﻲ :
ﺍﳌﻄﻠﺐ ﺍﻷﻭﻝ:ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ
ﻋﻨﺪ ﺍﳊﺪﻳﺚ ﻋﻦ ﺍﻟﺘﺮﻭﻳﺞ ﺩﺍﺧﻞ ﺍﻟﺸﺒﻜﺔ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﻳﱪﺯ ﺑﻘﻮﺓ ﺍﳊﺪﻳﺚ ﻋﻦ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ،ﺣﻴﺚ ﻳﻌﺘﱪ ﻫﺬﻩ
ﺍﻷﺧﲑ ﺣﺪﻳﺚ ﺍﻟﻨﺸﺄﺓ ،ﻓﻘﺪ ﻭﻟﺪ ﺍﻻﻧﻔﺘﺎﺡ ﺍﻟﻜﺒﲑ ﻋﻠﻰ ﺍﻷﺳﻮﺍﻕ ﻭﺗﺰﺍﻳﺪ ﻋﺪﺩ ﻣﺴﺘﺨﺪﻣﻲ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﺣﺪﺓ ﺍﳌﻨﺎﻓﺴﺔ ﺑﲔ
ﺍﻟﺸﺮﻛﺎﺕ ﺍﻫﺘﻤﺎﻣﺎ ﻣﺘﺰﺍﻳﺪﺍ ﺬﻩ ﺍﻟﻮﺳﻴﻠﺔ ،ﻟﻜﻦ"ﺭﻏﻢ ﻇﻬﻮﺭ ﺍﻻﻧﺘﺮﻧﺖ ﰲ ﺑﺪﺍﻳﺔ ﺍﻟﺴﺒﻌﻴﻨﺎﺕ ﻣﻦ ﺍﻟﻘﺮﻥ ﺍﳌﺎﺿﻲ ﺇﻻ ﺃﻥ ﺃﻭﻝ ﺇﻋﻼﻥ
ﻣﺪﻓﻮﻉ ﺍﻷﺟﺮ ﱂ ﻳﺘﻢ ﺇﻻ ﻣﻊ ﺑﺪﺍﻳﺔ ﺍﻟﺘﺴﻌﻴﻨﺎﺕ ،ﻭﺑﺎﻟﻀﺒﻂ ﺑﺘﺎﺭﻳﺦ 27ﺃﻛﺘﻮﺑﺮ 1994ﻭﺫﻟﻚ ﻣﻊ ﺍﻧﻄﻼﻕ ﺍﻹﻋﻼﻥ ﰲ ﳎﻠﺔ
wiredﺍﻷﻣﺮﻳﻜﻴﺔ ﻋﻠﻰ ﻣﻮﻗﻌﻬﺎ ﺍﻹﻟﻜﺘﺮﻭﱐ www.hotwired.comﺣﻴﺚ ﻛﺎﻧﺖ ﺷﺮﻛﺔ AT&Tﺍﻷﻣﺮﻳﻜﻴﺔ
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ﺍﻟﺴﺒﺎﻗﺔ ﻻﺳﺘﺨﺪﺍﻣﻪ ﻭﺬﺍ ﻓﻬﻲ ﲤﺜﻞ ﺃﻭﻝ ﻣﻌﻠﻦ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ﻓﻘﺪ ﻛﺎﻧﺖ ﺍﳌﺆﺳﺴﺎﺕ ﺍﻷﻣﺮﻳﻜﻴﺔ ﺍﻟﺴﺒﺎﻗﺔ ﺇﱃ ﺍﺳﺘﺨﺪﺍﻣﻪ".
ﺣﻴﺚ ﻛﺎﻧﺖ ﻫﺬﻩ ﺍﻷﺧﲑﺓ ﺗﻘﻮﻡ ﺑﻨﺸﺮ ﺍﻹﻋﻼﻧﺎﺕ ﻋﻠﻰ ﻣﻮﺍﻗﻌﻬﺎ ﺑﺼﻔﺔ ﳎﺎﻧﻴﺔ ،ﻭﻣﻊ ﺗﺒﲏ ﺍﻻﻧﺘﺮﻧﺖ ﻟﻺﻋﻼﻥ ﺭﲰﻴﺎ .ﺑﺪﺃﺕ
ﺻﻔﺤﺎﺕ ﺍﳌﻮﺍﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﺗﺘﻄﻮﺭ ﻣﻦ ﳎﺮﺩ ﻋﺎﺭﺿﺔ ﻟﺒﻴﺎﻧﺎﺕ ﺑﺴﻴﻄﺔ ﺇﱃ ﻣﺴﺎﺣﺎﺕ ﺃﻛﺜﺮ ﺇﺗﻘﺎﻧﺎ ،ﻭﺃﻛﺜﺮ ﻣﻦ ﻫﺬﺍ ﺇﱃ ﻭﺍﺟﻬﺎﺕ
ﻣﺆﺳﺴﺎﺕ ﺣﻘﻴﻘﻴﺔ ﺗﻮﻓﺮ ﻟﻠﺰﺑﻮﻥ ﺍﻟﻘﺪﺭ ﺍﻟﻜﺎﰲ ﻣﻦ ﺍﻟﺘﻮﺿﻴﺤﺎﺕ .ﻭﻗﺪ ﺍﻛﺘﺴﻰ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ ﺻﺒﻐﺔ ﺧﺎﺻﺔ ﻭﺫﻟﻚ
ﺑﻔﻀﻞ ﺍﳌﺰﺍﻳﺎ ﺍﻟﱵ ﻳﺘﻤﺘﻊ ﺎ ﻣﺜﻞ :ﻃﺮﻳﻘﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻟﱵ ﲡﻤﻊ ﺑﲔ ﺍﳉﻤﺎﻫﲑﻳﺔ ﻭﺍﻟﻔﺮﺩﻳﺔ ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺗﻔﺎﻋﻠﻴﺔ ﺍﻟﻌﻼﻗﺔ ﺍﻟﱵ ﺗﺮﺑﻂ
ﺍﳌﻌﻠﻦ ﺑﺎﳌﺘﻠﻘﻲ ،ﻭﺇﻣﻜﺎﻧﻴﺔ ﻗﻴﺎﺱ ﺟﺪﻭﻯ ﺍﻹﻋﻼﻧﺎﺕ ،ﻭﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﺍﳉﻤﻬﻮﺭ ﺍﳋﺎﺹ ﺑﺎﳌﺆﺳﺴﺔ ،ﻓﺒﻔﻀﻞ ﺍﳌﺰﺍﻳﺎ ﺍﻟﻜﺜﲑﺓ ﻟﻺﻋﻼﻥ
ﺎﻓﺘﺖ ﺍﳌﺆﺳﺴﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ،ﻭﺗﺒﻌﺘﻬﺎ ﺍﳌﺆﺳﺴﺎﺕ ﻏﲑ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻣﻦ ﺃﺟﻞ ﺍﻟﻈﻔﺮ ﺑﺄﻛﱪ ﻗﺪﺭ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﻫﺬﺍ
ﻣﺎ ﺃﺩﻯ ﺇﱃ ﺗﺴﺎﺭﻉ ﻭﺗﲑﺓ ﺣﺠﻢ ﺍﻻﺳﺘﺜﻤﺎﺭ ﰲ ﻫﺬﺍ ﺍﳌﻴﺪﺍﻥ " ،ﺣﻴﺚ ﻭﺻﻠﺖ ﺍﻟﻘﻴﻤﺔ ﺍﻹﲨﺎﻟﻴﺔ ﻟﻼﺳﺘﺜﻤﺎﺭ ﰲ ﺍﻹﻋﻼﻥ ﻋﱪ
ﺍﻻﻧﺘﺮﻧﺖ ﻛﻤﺎ ﺟﺎﺀ ﰲ ﺗﻘﺮﻳﺮ ﻟـ FORRESTER RESEARCHﻓﺈﻥ ﺣﺠﻢ ﺍﻹﻧﻔﺎﻕ ﻋﻠﻰ ﻫﺬﻩ ﺍﻟﻮﺳﻴﻠﺔ ﻳﺴﺘﻤﺮ
ﰲ ﺍﻟﻨﻤﻮ ﺑﺼﻔﺔ ﻣﻄﺮﺩﺓ ،ﺑﺎﺭﺗﻔﺎﻋﻪ ﻣﻦ 2.8ﻣﻠﻴﺎﺭ ﺩﻭﻻﺭ ﻋﺎﻡ 1999ﺇﱃ ﻋﺘﺒﺔ 33ﻣﻠﻴﺎﺭ ﺩﻭﻻﺭ ﻋﺎﻡ 2"2004ﻭﻫﺬﻩ
ﺍﻹﺣﺼﺎﺋﻴﺔ ﺗﺆﻛﺪ ﻟﻨﺎ ﻣﺪﻯ ﺇﳝﺎﻥ ﺍﳌﻌﻠﻨﲔ ﻭﺃﺻﺤﺎﺏ ﺍﳌﻨﻈﻤﺎﺕ ﺍﳌﺨﺘﻠﻔﺔ ﺬﺍ ﺍﻟﺴﺒﻴﻞ ﺍﳉﺪﻳﺪ ﻹﺷﻬﺎﺭ ﻣﻨﺘﺠﺎﻢ.
-1ﺗﻌﺮﻳﻒ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ :ﺍﺧﺘﻠﻒ ﺍﻟﺒﺎﺣﺜﻮﻥ ﻭﺍﻷﻛﺎﺩﳝﻴﻮﻥ ﰲ ﺗﻌﺮﻳﻒ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﻭﻫﺬﺍ
ﺭﺍﺟﻊ ﺇﱃ ﺗﻌﺪﺩ ﺍﺳﺘﺨﺪﺍﻣﺎﺗﻪ ،ﻭﻣﻦ ﺑﲔ ﻫﺬﻩ ﺍﻟﺘﻌﺮﻳﻔﺎﺕ ﳒﺪ ﺍﻟﺪﻛﺘﻮﺭ ﻃﻪ ﻃﺎﺭﻕ ﺍﻟﺬﻱ ﻳﻌﺮﻑ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ
-1ﻓﻨﺪﻭﺷﻲ ﺭﺑﻴﻌﺔ :ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ
ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2005،ﻏﲑ ﻣﻨﺸﻮﺭﺓ ،ﺹ 182
2ﺍﳌﺮﺟﻊ ﻧﻔﺴﻪ :ﺹ 183
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ﲟﺎﻳﻠﻲ":ﻫﻮ ﲨﻴﻊ ﺃﺷﻜﺎﻝ ﺍﻟﻌﺮﺽ ﺍﻟﺘﺮﻭﳚﻲ ﺍﳌﻘﺪﻡ ﻣﻦ ﻣﻌﻠﻦ ﻣﻌﲔ ﻣﻦ ﺧﻼﻝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ " 1ﻭﺗﺒﺪﻭ ﺍﳋﺼﻮﺻﻴﺔ ﰲ
ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﻩ ﺍﻷﺩﺍﺓ ﰲ ﺃﻥ ﺍﻹﻋﻼﻥ ﻳﻮﻓﺮ ﻟﻠﻤﺴﺘﻬﻠﻜﲔ ﻭﺍﻟﺰﻭﺍﺭ ﺍﻟﺘﻌﺮﻑ ﺑﺪﻗﺔ ﻋﻠﻰ ﺍﳌﻨﺘﺠﺎﺕ ﺩﻭﻥ ﺃﻥ ﻳﻜﻮﻥ ﻫﻨﺎﻙ ﳏﺪﺩﺍﺕ
ﻼ ﻛﺒﲑﹰﺍ ﰲ ﻋﺮﺽ ﺍﳌﻨﺘﻮﺟﺎﺕ
ﺯﻣﻨﻴﺔ ﻋﻠﻰ ﻭﻗﺖ ﺍﻹﻋﻼﻥ ﻭﺗﻮﻗﻴﺖ ﻋﺮﺿﻪ،ﻛﻤﺎ ﺃﻥ ﻻﺳﺘﺨﺪﺍﻡ ﺗﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﻷﺑﻌﺎﺩ ﺍﻟﺜﻼﺙ ﻓﻀ ﹰ
ﺑﺼﻮﺭﺓ ﺃﻭﺿﺢ ﳑﺎ ﻛﺎﻥ ﻣﺘﺎﺣﺎ ﰲ ﺍﻟﺴﺎﺑﻖ.
ﻛﻤﺎ ﺃﻥ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﻳﺘﻴﺢ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﳌﻌﻠﻨﺔ ﺇﻣﻜﺎﻧﻴﺔ ﻗﻴﺎﺱ ﺍﳉﻤﻬﻮﺭ ﺑﻔﻀﻞ ﻗﺪﺭﺓ ﺍﳌﻮﺍﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﺿﺒﻂ ﺣﺠﻢ
ﺍﻟﻮﻟﻮﺝ ﺇﱃ ﺍﳌﻮﻗﻊ ،ﻭﺍﻟﺘﻌﺮﻑ ﺑﺪﻗﺔ ﻋﻠﻰ ﻧﻮﻉ ﺍﳌﺴﺘﺨﺪﻣﲔ ﻣﻦ ﺧﻼﻝ ﲢﺪﻳﺪ ﻋﺪﺩ ﺍﻟﺰﻭﺍﺭ ﻭﺍﳌﻨﺎﻃﻖ ﺍﻟﱵ ﻳﺘﺼﻠﻮﻥ ﻣﻨﻬﺎ ،ﺑﺎﻹﺿﺎﻓﺔ
ﺇﱃ ﺇﻣﻜﺎﻧﻴﺔ ﺍﻛﺘﺸﺎﻑ ﻃﺒﻴﻌﺔ ﺷﺨﺼﻴﺘﻬﻢ ﻣﻦ ﺧﻼﻝ ﻃﻠﺒﺎﻢ ،ﻭﺍﻟﺼﻔﺤﺎﺕ ﺍﻟﱵ ﻳﺰﻭﺭﺎ ﻭﻃﺮﺍﺯ ﺟﻬﺎﺯ ﺍﻟﻜﻤﺒﻴﻮﺗﺮ ﺍﳌﺴﺘﻌﻤﻞ
ﻭﻣﻜﺎﻥ ﺍﻟﺮﺑﻂ...
-2ﻣﺰﺍﻳﺎ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ :ﳝﻜﻨﻨﺎ ﺃﻥ ﳒﻤﻞ ﻣﺰﺍﻳﺎ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﻣﻘﺎﺭﻧﺔ ﺑﺎﻟﻮﺳﺎﺋﻞ ﺍﻷﺧﺮﻯ ﻋﻠﻰ
ﺍﻟﻨﺤﻮ ﺍﻟﺘﺎﱄ:
-ﺇﻣﻜﺎﻧﻴﺔ ﺣﺼﻮﻝ ﺍﻟﺰﺑﻮﻥ ﻋﻠﻰ ﺑﻴﺎﻧﺎﺕ ﺗﻔﺼﻴﻠﻴﺔ ﻋﻦ ﺍﳌﻨﺘﻮﺝ ﺇﺫﺍ ﺃﺭﺍﺩ .
-ﺳﻬﻮﻟﺔ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﳋﺪﻣﺎﺕ ،ﻓﺒﺈﻣﻜﺎﻥ ﺯﺍﺋﺮ ﺍﳌﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺃﻥ ﻳﺘﻌﺮﻑ ﻋﻠﻰ ﺍﳌﻨﺘﺞ ،ﻭﻳﺘﺤﺼﻞ ﻋﻠﻴﻪ ﺇﺫﺍ ﺃﺭﺍﺩ،
ﺳﻮﺍﺀ ﻛﺎﻥ ﺳﻠﻌﺔ ﺑﺎﺻﻄﺤﺎﺏ ﻋﺮﺑﺔ ﺍﻟﺘﺴﻮﻕ ﻭﺇﳒﺎﺯ ﺃﻣﺮ ﺍﻟﺸﺮﺍﺀ ﻭﺍﺳﺘﻼﻡ ﺍﳌﻨﺘﻮﺝ ﺣﺴﺐ ﻃﺮﻳﻘﺔ ﺍﻻﺳﺘﻼﻡ ﻭﺍﻟﺸﺤﻦ ﺍﳌﺘﻔﻖ
ﻋﻠﻴﻬﺎ ﰲ ﻋﻤﻠﻴﺔ ﺍﻟﺸﺮﺍﺀ ،ﺃﻭ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺧﺪﻣﺔ ﻋﻦ ﻃﺮﻳﻖ ﺍﻟﺘﺴﺠﻴﻞ ﻓﻴﻬﺎ ﺃﻭ ﲢﻤﻴﻠﻬﺎ ﻣﺒﺎﺷﺮﺓ ﺳﻮﺍﺀ ﺑﺎﳌﺎﻝ ﺃﻭ ﳎﺎﻧﺎ ﺣﺴﺐ
ﻃﻠﺐ ﺃﺻﺤﺎﺏ ﺍﳌﻨﺘﺞ.
-ﳒﺎﺡ ﺍﻹﻋﻼﻥ ﰲ ﺗﻘﺼﲑ ﺩﻭﺭﺓ ﻣﺸﺎﻫﺪﺓ ﺍﻹﻋﻼﻥ ﻭﺇﺩﺭﺍﻛﻪ ﻭﺍﻟﺘﺄﺛﺮ ﺑﻪ ،ﻭﺻﻮﻻ ﺇﱃ ﺇﺟﺮﺍﺀ ﺟﻮﻟﺔ ﺗﺴﻮﻕ ﺩﺍﺧﻞ ﺍﳌﻮﻗﻊ
ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﻫﺬﻩ ﺍﻟﻘﺪﺭﺓ ﰲ ﺗﻘﺼﲑ ﺍﳌﺪﺓ ﺍﻟﺰﻣﻨﻴﺔ ﻟﻠﺘﺄﺛﺮ ﺗﺘﺤﻘﻖ ﺑﺴﺒﺐ ﺍﻟﻄﺒﻴﻌﺔ ﺍﻟﺘﻜﺎﻣﻠﻴﺔ ﻟﻼﻧﺘﺮﻧﺖ "ﻭﰲ ﻛﺜﲑ ﻣﻦ ﺍﻷﻣﺜﻠﺔ
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ﻫﺬﻩ ﺍﻟﺪﻭﺭﺓ ﺗﻜﺘﻤﻞ ﰲ ﺩﻗﺎﺋﻖ ﺃﻭ ﺣﱴ ﰲ ﺛﻮﺍﻥ".
-ﲣﺪﻡ ﺍﻹﻋﻼﻧﺎﺕ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﻣﻬﻤﺔ ﺍﻟﺘﺴﻮﻳﻖ ﺍﳌﺒﺎﺷﺮ ﺣﻴﺚ ﳝﻜﻦ ﺗﻌﻘﺐ ﺯﻭﺍﺭ ﺍﳌﻮﻗﻊ ﻣﻦ ﺧﻼﻝ ﺗﺮﻛﻬﻢ ﺃﺛﻨﺎﺀ
ﺍﺳﺘﻔﺴﺎﺭﺍﻢ ﻭﻃﻠﺒﺎﻢ ﺑﺮﻳﺪﻫﻢ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻭﳐﺘﻠﻒ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﳋﺎﺻﺔ ﻢ ،ﻟﻴﺘﻢ ﻓﻴﻤﺎ ﺑﻌﺪ ﺗﻮﺟﻴﻪ ﺭﺳﺎﺋﻞ ﺧﺎﺻﺔ ﻢ.
-ﻳﻮﻓﺮ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﻟﻠﻤﻌﻠﻦ ﺗﻐﺬﻳﺔ ﻋﻜﺴﻴﺔ ) (feedbackﻓﻮﺭﻳﺔ ﻭﻫﻲ ﺇﻣﻜﺎﻧﻴﺔ ﻻ ﺗﺘﻮﻓﺮ ﰲ ﺍﻹﻋﻼﻧﺎﺕ
ﺍﻟﺘﻘﻠﻴﺪﻳﺔ.
-ﺍﳌﺮﻭﻧﺔ ﺍﻟﻜﺒﲑﺓ ﻟﻠﻘﺎﺋﻢ ﺑﺎﻹﻋﻼﻥ ﰲ ﺇﺟﺮﺍﺀ ﺍﻟﺘﻌﺪﻳﻼﺕ ﻭﺍﻟﺘﻐﻴﲑﺍﺕ ﻋﻠﻰ ﳏﺘﻮﻯ ﺍﻟﻨﺺ ﺍﻹﻋﻼﱐ ﻭﺍﻟﺮﺳﺎﻟﺔ ﺍﻹﻋﻼﻧﻴﺔ
ﺑﺼﻮﺭﺓ ﺳﺮﻳﻌﺔ ﺟﺪﺍ ﻣﻘﺎﺭﻧﺔ ﺑﺎﻟﻮﺳﺎﺋﻞ ﺍﻷﺧﺮﻯ.
- 1ﻃﻪ ﻃﺎﺭﻕ :ﺍﻟﺘﺴﻮﻳﻖ ﺑﺎﻻﻧﺘﺮﻧﺖ ﻭﺍﻟﺘﺠﺎﺭﺓ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ،ﺍﻹﺳﻜﻨﺪﺭﻳﺔ ،ﺩﺍﺭ ﺍﳉﺎﻣﻌﻴﺔ ﺍﳉﺪﻳﺪﺓ ،2007 ،ﺹ 228
- 2ﻳﻮﺳﻒ ﺃﺑﻮ ﻓﺄﺭﺓ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﻭﺍﺋﻞ ،2004 ،ﺹ 281
www.veecos.net
ﻭﲡﺪﺭ ﺍﻹﺷﺎﺭﺓ ﰲ ﺍﻷﺧﲑ ﺃﻥ ﻋﻠﻰ ﺍﳌﻌﻠﻦ ﺍﺧﺘﻴﺎﺭ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﻳﻨﺸﺮ ﻓﻴﻬﺎ ﺇﻋﻼﻧﻪ ﺑﺪﻗﺔ ﻋﺎﻟﻴﺔ "ﺣﻴﺚ ﺗﺸﲑ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺇﱃ
ﺃﻥ ﻧﺴﺒﺔ ﻛﺒﲑﺓ ﻣﻦ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻷﻣﺮﻳﻜﻴﺔ ﺗﺘﻮﺟﻪ ﺇﱃ ﻧﺸﺮ ﺇﻋﻼﻧﺎﺎ ﻋﱪ ﺍﻟﺼﺤﻒ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﻭﺗﻨﺘﻘﻲ ﻫﺬﻩ ﺍﻟﺸﺮﻛﺎﺕ
ﻣﻮﺍﻗﻊ ﺍﻹﻋﻼﻥ ﺑﺪﻗﺔ ﻋﺎﻟﻴﺔ ﻓﻌﻠﻰ ﺳﺒﻴﻞ ﺍﳌﺜﺎﻝ ﻓﺈﻥ 20ﺑﺎﳌﺎﺋﺔ ﻓﻘﻂ ﻣﻦ ﺑﲔ 2800ﻣﻮﻗﻊ ﻟﻠﺼﺤﻒ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﻳﻨﺸﺮ ﻓﻴﻬﺎ
ﺣﻮﺍﱄ 80ﺑﺎﳌﺎﺋﺔ ﻣﻦ ﺇﻋﻼﻧﺎﺕ ﺍﻟﺸﺮﻛﺎﺕ ﺍﻷﻣﺮﻳﻜﻴﺔ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ" 1ﻭﻣﻦ ﺍﻟﻌﻮﺍﻣﻞ ﺍﳌﺴﺎﻋﺪﺓ ﰲ ﳒﺎﺡ ﺃﻱ ﻣﻮﻗﻊ ﺇﻟﻜﺘﺮﻭﱐ
ﰲ ﺍﺳﺘﻘﻄﺎﺏ ﺍﳌﻌﻠﻨﲔ ﺇﻇﻬﺎﺭ ﺍﳌﻮﻗﻊ ﻟﻠﺨﺼﺎﺋﺺ ﺍﻟﺪﳝﻮﻏﺮﺍﻓﻴﺔ ﻟﺰﻭﺍﺭﻩ ﻭﻣﺘﺼﻔﺤﻴﻪ.
- 3ﺃﺷﻜﺎﻝ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ :ﻳﺘﻄﻠﺐ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﺷﻜﻼ ﻳﺘﻼﺀﻡ ﻭﺁﻟﻴﺎﺕ ﻫﺬﻩ ﺍﻟﻮﺳﻴﻠﺔ ﻷﻥ
ﺍﳌﺒﺎﺩﺉ ﻭﺍﳌﻔﺎﻫﻴﻢ ﻭﺍﻟﺘﻘﻨﻴﺎﺕ ﺍﳌﺴﺘﺨﺪﻣﺔ ﰲ ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ﻻ ﺗﻨﻄﺒﻖ ﻋﻠﻰ ﺇﻋﻼﻧﺎﺕ ﺍﻟﺸﺒﻜﺔ ،ﺇﺫ ﻭﺭﻏﻢ ﺍﺳﺘﻌﻤﺎﻝ ﻫﺬﻩ
ﺍﻷﺧﲑﺓ ﻟﺘﻘﻨﻴﺎﺕ ﺍﻹﻋﻼﻥ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ،ﱂ ﳝﻨﻌﻬﺎ ﻣﻦ ﺗﺒﲏ ﺧﺼﺎﺋﺺ ﺟﺪﻳﺪﺓ ﻛﺎﳊﺮﻛﺔ ﻭﺍﻟﺘﺠﺴﻴﻢ ...ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺣﺎﺟﺘﻪ ﰲ
ﺍﻟﻈﻬﻮﺭ ﺇﱃ ﺩﻋﺎﻣﺎﺕ ﳐﺘﻠﻔﺔ ﲢﺘﻀﻨﻪ .
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ﺍﻟﺸﻜﻞ -5-ﺃﻫﻢ ﺃﺷﻜﺎﻝ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ
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-ﻓﻨﺪﻭﺷﻲ ﺭﺑﻴﻌﺔ :ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ ،ﺹ183
- 2ﻃﻪ ﻃﺎﺭﻕ ،ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ ،ﺹ 228
www.veecos.net 28
Rs-communicat
cation.blogspot.com
ﺍﻹﻋﻼﱐ ﻣﻦ ﺃﻫﻢ ﺃﻧﻮﺍﻉ ﺍﻹﻋﻼﻧﺎﺕ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ" 1ﻭﺇﻥ ﺍﻋﺘﱪﻩ ﺍﻟﺒﻌﺾ ﺑﺎﻟﻨﻈﺮ ﺇﱃ ﺷﻜﻠﻪ ﲟﺜﺎﺑﺔ ﻣﻠﺼﻖ ﺇﺷﻬﺎﺭﻱ ﻣﻌﺮﻭﺽ ﻋﻠﻰ
ﺻﻔﺤﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﻣﻦ ﺑﲔ ﻫﺬﻩ ﺍﳋﺼﺎﺋﺺ:
-ﺍﻟﺪﻳﻨﺎﻣﻴﻜﻴﺔ ﻭﺍﳊﺮﻛﺔ ﺇﺫ ﺃﻥ ﻇﻬﻮﺭ ﺻﻮﺭﺗﲔ ﺃﻭ ﺛﻼﺛﺔ ﰲ ﻇﻬﻮﺭ ﻣﺘﺘﺎﺑﻊ ﻭﻣﺴﺘﻤﺮ ﺩﺍﺧﻞ ﺣﺪﻭﺩﻩ ﻳﻀﻔﻲ ﻋﻠﻴﻪ ﻧﻮﻋﺎ ﻣﻦ
ﺍﳊﻴﻮﻳﺔ.
-ﻳﻌﺘﱪ ﺍﻟﺸﺮﻳﻂ ﺍﻹﻋﻼﱐ ﲟﺜﺎﺑﺔ ﻭﺻﻼﺕ ﻣﺮﺟﻌﻴﺔ ﺗﻌﻤﻞ ﻋﻠﻰ ﻧﻘﻞ ﺍﳌﺴﺘﺨﺪﻡ ﺇﱃ ﻣﻮﻗﻊ ﺍﳌﻌﻠﻦ ﲟﺠﺮﺩ ﺍﻟﻨﻘﺮ ﻋﻠﻴﻪ.
-ﻳﻘﻮﻡ ﺍﻹﻋﻼﻥ ﲟﺠﻤﻮﻋﺔ ﻣﻦ ﺍﻷﺩﻭﺍﺭ ﻣﻨﻬﺎ ﺟﻠﺐ ﺍﻫﺘﻤﺎﻡ ﺍﻟﺰﺍﺋﺮﻳﻦ ﻭﺍﻟﺘﺸﻬﲑ ﺑﺎﳌﻮﺍﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ...ﻭﺬﺍ ﻳﺘﻔﻮﻕ
ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﺍﻟﺘﻘﻠﻴﺪﻱ ،ﻭﻫﺬﺍ ﻟﻮﺟﻮﺩ ﺍﻟﺒﻴﺌﺔ ﺍﻟﺘﻔﺎﻋﻠﻴﺔ ﺑﲔ ﺍﳌﻌﻠﻦ ﻭﺍﻟﺰﺍﺋﺮ ،ﲝﻴﺚ ﳝﻜﻦ ﻟﻠﺰﺍﺋﺮ ﻣﻦ ﺧﻼﻝ
ﺍﻟﻀﻐﻂ ﻋﻠﻰ ﺍﻟﺸﺮﻳﻂ ﺃﺧﺬ ﺍﻧﻄﺒﺎﻋﺎﺗﻪ ﻋﻦ ﺍﳌﻨﺘﺞ ﺍﳌﻘﺪﻡ ،ﻭﺑﺎﻟﺘﺎﱄ ﻃﺮﺡ ﺗﺴﺎﺅﻻﺗﻪ ﻭﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﺳﺘﺠﺎﺑﺎﺕ ﻓﻮﺭﻳﺔ ﰲ ﺃﻏﻠﺐ
ﺍﻷﺣﻴﺎﻥ ،ﻭﻫﺬﺍ ﻣﺎﻻ ﻳﺘﻮﻓﺮ ﰲ ﺍﻹﻋﻼﻥ ﺍﻟﺘﻘﻠﻴﺪﻱ.
ﻭﺗﻄﺒﻖ ﺣﺎﻟﻴﺎ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﳌﻨﻈﻤﺎﺕ ﻭﺍﳌﻮﺍﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﻣﺎ ﻳﻄﻠﻖ ﻋﻠﻴﻪ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﳌﻘﺎﻳﻀﺔ ﺍﻹﻋﻼﻧﻴﺔ BANNER
ADVERTISING SWAPPINGﻭﻳﻌﺮﻓﻬﺎ ﻃﻪ ﻃﺎﺭﻕ ﲟﺎﻳﻠﻲ ":ﺗﺸﲑ ﺍﳌﻘﺎﻳﻀﺔ ﺍﻹﻋﻼﻧﻴﺔ ﺑﺎﻻﻧﺘﺮﻧﺖ ﺇﱃ
ﺍﺗﻔﺎﻕ ﺑﲔ ﻣﻨﻈﻤﺎﺕ ﻣﻨﺘﺠﺔ ﳍﺎ ﻣﻮﺍﻗﻊ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ،ﻳﻘﻮﻡ ﲟﻘﺘﻀﺎﻫﺎ ﻛﻞ ﻣﻮﻗﻊ ﺑﻌﺮﺽ ﺷﺮﻳﻂ ﺇﻋﻼﱐ ﻟﻠﻤﻮﻗﻊ ﺍﻵﺧﺮ ﺩﺍﺧﻞ
ﺍﻟﺼﻔﺤﺎﺕ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﳌﻮﻗﻌﻪ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ "2ﻭﻳﺘﻢ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﻣﻊ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﺗﺘﺒﲎ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ،ﻭﺍﳌﻘﺎﻳﻀﺔ
ﲣﻀﻊ ﻟﺸﺮﻭﻁ ﻭﺫﻟﻚ ﺗﺒﻌﺎ ﻟﻄﺒﻴﻌﺔ ﺍﳌﻮﻗﻊ ﺍﻟﺬﻱ ﲡﺮﻱ ﻓﻴﻪ ﻋﻤﻠﻴﺔ ﺍﳌﻘﺎﻳﻀﺔ ،ﻓﺎﳌﻮﺍﻗﻊ ﺍﻟﺬﺍﺋﻌﺔ ﺍﻟﺼﻴﺖ ﺗﻨﺸﺮ ﻟﻠﻤﻮﻗﻊ ﺍﳌﻘﺎﻳﺾ
ﺷﺮﻳﻄﺎ ﺇﻋﻼﻧﻴﺎ ﻭﺍﺣﺪﺍ ﻣﻘﺎﺑﻞ ﺃﻥ ﻳﻘﻮﻡ ﺍﳌﻮﻗﻊ ﺍﻵﺧﺮ ﺑﻨﺸﺮ ﺷﺮﻳﻄﲔ ﺃﻭ ﺃﻛﺜﺮ ﻋﻠﻰ ﻣﻮﻗﻌﻬﺎ...ﻭﻗﺪ ﻳﻨﻔﺬ ﻋﻤﻠﻴﺔ ﺍﳌﺒﺎﺩﻟﺔ ﺍﳌﻮﻗﻊ ﻣﻦ
ﺧﻼﻝ ﺍﺗﺼﺎﻟﻪ ﻣﻊ ﺗﻠﻚ ﺍﳌﻮﺍﻗﻊ ﻣﺒﺎﺷﺮﺓ ﺃﻭ ﻣﻦ ﺧﻼﻝ ﺍﻻﺳﺘﻌﺎﻧﺔ ﺑﺒﻌﺾ ﺍﳌﻮﺍﻗﻊ ﺍﳌﺘﺨﺼﺼﺔ ﰲ ﺍﻟﺘﺒﺎﺩﻝ ﺍﻹﻋﻼﱐ ﻣﺜﻞ ﻣﻮﻗﻊ
.www.linkexchange.com
ﻭﻳﺒﺪﻭ ﻣﻦ ﺍﻷﳘﻴﺔ ﲟﻜﺎﻥ ﳌﺴﺘﺨﺪﻣﻲ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ ﺿﺮﻭﺭﺓ ﲢﺪﻳﺪ ﻣﻮﺍﻗﻊ ﻣﻼﺋﻤﺔ ﻟﻠﻨﺸﺎﻁ ﺍﻟﺬﻱ
ﻳﻌﺮﺽ ﻣﻦ ﺧﻼﻝ ﺍﳌﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﺇﺫ ﻳﻨﺒﻐﻲ ﺃﻥ ﺗﻮﺿﻊ ﺍﻷﺷﺮﻃﺔ ﺍﻹﻋﻼﻧﻴﺔ ﰲ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﻳﺰﻭﺭﻫﺎ ﻣﺴﺘﺨﺪﻣﻮﻥ ﻟﺪﻳﻬﻢ
ﺍﻫﺘﻤﺎﻣﺎﺕ ﰲ ﻧﺸﺎﻃﺎﺕ ﺍﳌﻮﻗﻊ ﻭﻣﻨﺘﺠﺎﺗﻪ ،ﻭﻳﺴﺘﻄﻴﻊ ﺍﳌﻮﻗﻊ ﻧﺸﺮ ﺃﺷﺮﻃﺘﻪ ﺍﻹﻋﻼﻧﻴﺔ ﺑﺄﻛﺜﺮ ﻣﻦ ﺃﺳﻠﻮﺏ ﻭﻣﻦ ﺑﲔ ﺍﻷﺳﺎﻟﻴﺐ
ﺍﻟﺮﺍﺋﺠﺔ :
-ﻧﺸﺮ ﺍﻷﺷﺮﻃﺔ ﺍﻹﻋﻼﻧﻴﺔ ﻣﻘﺎﺑﻞ ﺭﺳﻮﻡ ﳏﺪﺩﺓ ﰲ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﺗﺘﻘﺎﺿﻰ ﺭﺳﻮﻣﺎ ﻣﻘﺎﺑﻞ ﺫﻟﻚ .
-ﻧﺸﺮ ﺍﻷﺷﺮﻃﺔ ﺍﻹﻋﻼﻧﻴﺔ ﰲ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﺗﺴﻤﺢ ﺑﻨﺸﺮﻫﺎ ﳎﺎﻧﺎ .
-ﺍﺳﺘﺨﺪﺍﻡ ﺃﺳﻠﻮﺏ ﺍﳌﻘﺎﻳﻀﺔ ﺍﻹﻋﻼﻧﻴﺔ.
ﺗﺼﻤﻴﻢ ﺍﻟﺸﺮﻳﻂ ﺍﻹﻋﻼﱐ :ﳝﻜﻦ ﻷﻱ ﻣﺼﻤﻢ ﻣﻮﻗﻊ ﺇﻟﻜﺘﺮﻭﱐ ﺗﺼﻤﻴﻢ ﺇﻋﻼﻧﺎﺕ ﺍﻷﺷﺮﻃﺔ ﺍﻹﻋﻼﻧﻴﺔ ﺑﻨﻔﺴﻪ ﻋﻦ ﻃﺮﻳﻖ
ﺷﺮﺍﺀ ﺃﻭ ﻛﺮﺍﺀ ﺑﺮﳎﻴﺔ ﺗﺼﻤﻴﻢ ﺍﻟﺸﺮﻳﻂ ﺍﻹﻋﻼﱐ ﻣﻦ ﺍﳉﻬﺎﺕ ﺍﳌﺨﺘﺼﺔ ،ﺍﻟﱵ ﺗﻌﺮﺽ ﺧﺪﻣﺎﺎ ﻋﱪ ﻣﻮﺍﻗﻊ ﺍﻟﻮﺍﺏ،ﻛﻤﺎ
www.veecos.net
ﳝﻜﻨﺎﻟﻠﺠﻮﺀ ﺇﱃ ﺍﳌﺨﺘﺼﲔ ﻭﺍﻟﻮﻛﺎﻻﺕ ﻟﻴﻜﻮﻥ ﺍﻻﳒﺎﺯ ﺃﻛﺜﺮ ﺇﺗﻘﺎﻧﺎ ،ﺇﻣﺎ ﻟﻼﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺍﺳﺘﺸﺎﺭﺍﺕ ﺣﻮﻝ ﺍﻟﺘﺼﻤﻴﻢ ﺃﻭ ﻷﺟﻞ
ﺍﻟﺘﺼﻤﻴﻢ ﻧﻔﺴﻪ.
ﺃﺣﺠﺎﻡ ﺍﻟﺸﺮﻳﻂ ﺍﻹﻋﻼﱐ :ﻳﺄﺧﺬ ﺍﻟﺸﺮﻳﻂ ﺍﻹﻋﻼﱐ ﺃﺣﺠﺎﻣﺎ ﳐﺘﻠﻔﺔ" ،ﻗﺪ ﺗﺼﻞ ﻫﺬﻩ ﺍﻷﺣﺠﺎﻡ ﺇﱃ ﺗﺴﻌﲔ ﻧﻮﻋﺎ" 1ﻟﻜﻦ
ﺃﻏﻠﺒﻴﺔ ﺍﳌﻮﺍﻗﻊ ﺗﻘﻮﻡ ﺑﺎﺳﺘﺨﺪﺍﻡ ﳎﻤﻮﻋﺔ ﺍﳌﻘﺎﻳﻴﺲ ﺍﳌﻮﺣﺪﺓ ﺣﺴﺐ ﺗﺼﻨﻴﻒ) international Advertising
(bureauﻭﻳﺪﻋﻰ ﺍﺧﺘﺼﺎﺭﺍ ) (IABﻭﺍﳌﺘﻤﺜﻠﺔ ﰲ ﲦﺎﻧﻴﺔ ﺃﳕﺎﻁ :
ﺍﻟﺘﺴﻤﻴﺔ ﺑﺎﻟﻠﻐﺔ ﺍﻷﺟﻨﺒﻴﺔ ﺍﻟﺘﺴﻤﻴﺔ ﺍﻟﻮﺯﻥ ﺍﳌﻘﻴﺎﺱ
) ﺍﳒﻠﻴﺰﻳﺔ – ﻓﺮﻧﺴﻴﺔ ( )(pixels
- Full Banner ﺑﺎﻧﲑ ﻛﺎﻣﻞ ١٢ﻛﻴﻠﻮ ﺃﻭﻛﱵ ٤٦٨×٦٠
- Banniére compléte
www.veecos.net 30
Rs-communication.blogspot.com
ﺛﺎﻧﻴﺎ:ﺇﻋﻼﻧﺎﺕ ﺍﻟﺮﻋﺎﻳﺔ ﺍﻟﺮﲰﻴﺔ SPONSORSHIPS.ADVERTISING:
ﻫﻮ ﻗﻴﺎﻡ ﺇﺣﺪﻯ ﺍﳌﻨﻈﻤﺎﺕ ﺃﻭ ﺍﻟﺸﺮﻛﺎﺕ ﺑﺮﻋﺎﻳﺔ ﻛﻠﻴﺔ ﻟﻠﻤﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺃﻭ ﺭﻋﺎﻳﺔ ﺟﺰﺀ ﻣﻨﻪ ﻭ"ﳝﺜﻞ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﺛﺎﱐ
ﺃﺷﻜﺎﻝ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﺍﺳﺘﺨﺪﺍﻣﺎ ،ﻭﲟﻮﺟﺐ ﻫﺬﺍ ﺍﻟﻨﻤﻂ ﺗﻘﻮﻡ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﻹﺣﺪﻯ ﺍﳌﺆﺳﺴﺎﺕ ﺃﻭ ﺍﳌﻨﻈﻤﺎﺕ ﺍﻟﱵ
ﺗﺮﻏﺐ ﰲ ﺍﻹﻋﻼﻥ ﻋﻦ ﻧﻔﺴﻬﺎ ﺑﺮﻋﺎﻳﺔ ﻫﺬﺍ ﺍﳌﻮﻗﻊ ﺃﻭ ﺑﺮﻋﺎﻳﺔ ﺟﺰﺀ ﻣﻨﻪ ،ﺃﻱ ﺗﺮﻋﻰ ﺃﺣﺪ ﺯﻭﺍﻳﺎﻩ ﻭﺍﻟﱵ ﺗﻜﻮﻥ ﰲ ﺍﻟﻐﺎﻟﺐ ﺍﻷﻋﻢ
ﺫﺍﺕ ﺍﺭﺗﺒﺎﻁ ﺑﻨﺸﺎﻃﻬﺎ " 2ﻓﺈﺫﺍ ﻛﺎﻧﺖ ﺍﻟﺸﺮﻛﺔ ﺍﳌﻌﻠﻨﺔ ﻣﺘﺨﺼﺼﺔ ﰲ ﺑﻴﻊ ﺃﺩﻭﺍﺕ ﺍﻷﻃﻔﺎﻝ ﻓﺈﺎ ﺗﺴﻌﻰ ﺇﱃ ﺭﻋﺎﻳﺔ ﻣﻮﺍﻗﻊ ﺫﺍﺕ
ﺍﺭﺗﺒﺎﻁ ﲝﻴﺎﺓ ﺍﻷﻃﻔﺎﻝ ﻭﲟﻮﺿﻮﻉ ﺍﻟﺘﺮﺑﻴﺔ ،ﺃﻭ ﺃﻥ ﻳﻘﻮﻡ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺑﺮﻋﺎﻳﺔ ﻣﻮﺍﻗﻊ ﺷﺨﺼﻴﺔ ﻟﺒﺎﺣﺜﲔ ﻳﻌﻤﻠﻮﻥ ﰲ ﻧﻔﺲ ﺍﺎﻝ
ﺍﻟﻌﻠﻤﻲ ﺍﻟﺬﻱ ﺗﻘﻮﻡ ﺑﻪ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭﻳﻨﻘﺴﻢ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ ﺇﱃ ﻗﺴﻤﲔ ﺃﺳﺎﺳﻴﲔ:
ﺃ(ﺇﻋﻼﻧﺎﺕ ﺭﻋﺎﻳﺔ ﺍﻋﺘﻴﺎﺩﻳﺔ :REGULAR.SPONSORSHIPSﺣﻴﺚ ﺗﻘﻮﻡ ﲟﻘﺘﻀﺎﻩ ﺍﳌﻨﻈﻤﺔ ﺑﺮﻋﺎﻳﺔ ﺍﳌﻮﻗﻊ
ﻋﻠﻰ ﺃﺎ ﺭﺍﻋﻲ ﺭﲰﻲ ﻟﻠﻤﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﻓﺘﻘﻮﻡ ﺍﳌﻨﻈﻤﺔ ﺑﺎﻹﻋﻼﻥ ﻋﱪ ﺻﻔﺤﺎﺕ ﺍﳌﻮﻗﻊ ﺳﻮﺍﺀ ﻋﻦ ﻧﻔﺴﻬﺎ ﺃﻭ ﻟﺼﺎﱀ ﻣﻨﻈﻤﺎﺕ
ﺃﺧﺮﻯ ﻧﻈﲑ ﻣﻘﺎﺑﻞ ﻟﻠﻤﺴﺎﺣﺔ ﺍﻟﱵ ﳛﺘﻠﻬﺎ ﺍﻹﻋﻼﻥ ﺩﺍﺧﻞ ﺍﳌﻮﻗﻊ.
ﺏ(ﺇﻋﻼﻧﺎﺕ ﺭﻋﺎﻳﺔ ﳏﺘﻮﻯ :CONTENT SPONSORSHIPSﰲ ﻫﺬﺍ ﺍﻟﻨﻤﻂ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ ﻻ ﺗﻜﻮﻥ
ﺍﳌﻨﻈﻤﺔ ﺳﻮﻯ ﺍﻟﺮﺍﻋﻲ ﺍﳌﺎﺩﻱ ﻟﻠﻤﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﺑﻞ ﺗﺘﻌﺪﻯ ﺫﻟﻚ ﺇﱃ ﻛﻮﺎ ﺗﺘﺪﺧﻞ ﰲ ﺻﻴﺎﻏﺔ ﳏﺘﻮﻯ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻹﻋﻼﻣﻴﺔ
ﻟﻠﻤﻮﻗﻊ.
ﻛﻴﻔﻴﺔ ﺍﻟﺮﻋﺎﻳﺔ :ﺇﻥ ﺍﻟﻌﻼﻗﺔ ﺍﻟﱵ ﺗﻮﻟﺪﻫﺎ ﺍﻟﺮﻋﺎﻳﺔ ﺑﲔ ﺍﳌﻌﻠﻦ ﻭﺍﳌﻮﻗﻊ ﺗﺘﻌﺪﻯ ﻛﻮﺎ ﻋﻼﻗﺔ ﻣﺸﺘﺮ ﻭﺑﺎﺋﻊ ،ﺇﺫ ﺃﻥ ﺭﻋﺎﻳﺔ ﺍﳌﻌﻠﻦ
ﻟﻴﺴﺖ ﺩﺍﺋﻤﺎ ﻣﺎﻟﻴﺔ ،ﻓﻘﺪ ﺗﻜﻮﻥ ﰲ ﺷﻜﻞ ﻭﺳﺎﺋﻞ ﻣﺜﻞ :ﺍﳊﻮﺍﺳﻴﺐ ﺃﻭ ﻫﺪﺍﻳﺎ ﻭﺟﻮﺍﺋﺰ ﻟﻸﻟﻌﺎﺏ ،ﺃﻭ ﰲ ﺷﻜﻞ ﺗﻘﺪﱘ ﻛﻔﺎﺀﺍﺕ
ﻛﺎﳌﺴﺎﻋﺪﺍﺕ ﺍﻟﺘﻘﻨﻴﺔ ،ﺃﻭ ﰲ ﺷﻜﻞ ﻣﻌﻠﻮﻣﺎﺕ ﻣﻦ ﺃﺟﻞ ﺇﺛﺮﺍﺀ ﳏﺘﻮﻯ ﺍﳌﻮﻗﻊ.
ﻭﻋﻠﻰ ﺍﻟﺮﺍﻋﻲ ﺍﺧﺘﻴﺎﺭ ﺍﳌﻮﻗﻊ ﺃﻭ ﺍﳌﻮﺍﻗﻊ ﺍﳌﻨﺎﺳﺒﺔ ﻟﻌﺮﺽ ﺍﻗﺘﺮﺍﺣﻪ ،ﻭﺍﻷﻫﻢ ﻣﻦ ﺫﻟﻚ ﻫﻮ ﺃﻥ ﻳﺸﻐﻞ ﺃﻓﻀﻞ ﺍﳌﺴﺎﺣﺎﺕ ﻗﺒﻞ
ﻣﻨﺎﻓﺴﻴﻪ ،ﺳﻴﻤﺎ ﺃﻧﻪ ﻻ ﻳﻮﺟﺪ ﺑﺎﳌﻮﻗﻊ ﺇﻻ ﺭﺍﻋﻲ ﻭﺍﺣﺪ ﰲ ﻧﻔﺲ ﺍﻟﻨﺸﺎﻁ ﺍﳌﻤﺎﺭﺱ ﻃﺒﻌﺎ.
ﻭﻳﺮﻯ ﺍﳌﺨﺘﺼﻮﻥ ﺃﻧﻪ ﻛﻠﻤﺎ ﻛﺎﻥ ﺣﻀﻮﺭ ﺍﻟﻌﻼﻣﺔ ﰲ ﺍﳌﻮﻗﻊ ﻛﺒﲑﺍ ،ﻛﻠﻤﺎ ﻛﺎﻧﺖ ﺩﺭﺟﺔ ﺗﺬﻛﺮﻫﺎ ﺑﺸﻜﻞ ﺟﻴﺪ ﻭﺑﺎﻟﺘﺎﱄ
ﳒﺎﺡ ﻋﻤﻠﻴﺔ ﺍﻟﺮﻋﺎﻳﺔ "ﻓﻘﺪ ﺃﻛﺪﺕ ﺃﻭﱃ ﺍﻟﺪﺭﺍﺳﺎﺕ ﰲ ﺍﻟﻮ.ﻡ.ﺃ ﺍﳋﺎﺻﺔ ﺑﻘﻴﺎﺱ ﻓﻌﺎﻟﻴﺔ ﺍﻟﺮﻋﺎﻳﺔ ﺳﻨﺔ ،1999ﺇﺫ ﲤﺖ ﺍﳌﻘﺎﺭﻧﺔ ﺑﲔ
6ﺃﺣﺠﺎﻡ ﻣﻦ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﺍﻹﻋﻼﱐ ،ﺑﺪﺍﻳﺔ ﻣﻦ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺷﺮﻳﻂ ﺑﺴﻴﻂ ﺇﱃ ﺍﻟﻈﻬﻮﺭ ﺍﻟﻜﻠﻲ ﻟﻠﻌﻼﻣﺔ ﰲ ﺧﻠﻔﻴﺎﺕ ﺻﻔﺤﺎﺕ
ﻓﻜﺎﻧﺖ ﺍﻟﻨﺘﻴﺠﺔ ﻟﺼﺎﱀ ﻛﺜﺎﻓﺔ ﺣﻀﻮﺭ ﺍﻟﻌﻼﻣﺔ ﻭﺍﻟﱵ ﺯﺍﺩﺕ ﻣﻦ ﺗﺬﻛﺮ ﺍﻻﻧﺘﺮﻧﺎﺗﻴﲔ ﻟﻠﻌﻼﻣﺔ ﻣﻘﺎﺭﻧﺔ ﺑﻌﺮﺿﻬﺎ ﻋﻠﻰ ﺷﻜﻞ ﺷﺮﻳﻂ
3
ﺑﺴﻴﻂ ،ﺃﻭ ﺑﻈﻬﻮﺭﻫﺎ ﰲ ﺻﻔﺤﺔ ﻭﺍﺣﺪﺓ".
ﺧﺼﺎﺋﺺ ﺍﻟﺮﻋﺎﻳﺔ :ﲤﺜﻞ ﺍﻟﺮﻋﺎﻳﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ﳕﻮﺫﺟﺎ ﺇﻋﻼﻧﻴﺎ ﻣﻬﻤﺎ" ،ﻭﺇﻥ ﻛﺎﻧﺖ ﻧﺴﺒﺔ ﺣﺼﺘﻬﺎ ﻣﻦ ﺍﻻﺳﺘﺜﻤﺎﺭﺍﺕ
ﺍﻹﻋﻼﻧﻴﺔ ﺗﻌﺎﺩﻝ 12.6ﺑﺎﳌﺎﺋﺔ ﺣﺴﺐ ﺩﺭﺍﺳﺔ ) (IAB.PWCﻟﺴﻨﺔ 4"2000ﻓﻬﻲ ﺁﺧﺬﺓ ﰲ ﺍﻟﺘﻄﻮﺭ ،ﻭﻫﺬﺍ ﺑﻔﻀﻞ
ﺍﳋﺼﺎﺋﺺ ﺍﻟﱵ ﻳﺘﻤﺘﻊ ﺎ ﻣﺜﻞ:
1" Formes et coûts de la Net pub : les banniéres ": www.bigben-pub.com; visite le 12/02/2009; heure 14 :15
-2ﻳﻮﺳﻒ ﺃﺑﻮ ﻓﺄﺭﺓ :ﺍﳌﺮﺟﻊ ﻧﻔﺴﻪ ،ﺹ231
- 3ﻓﻨﺪﻭﺷﻲ ﺭﺑﻴﻌﺔ :ﺍﳌﺮﺟﻊ ﻧﻔﺴﻪ ،ﺹ 201
- 4ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ201:
www.veecos.net
-ﺇﻣﻜﺎﻧﻴﺔ ﺍﳌﻌﻠﻦ ﻋﺮﺽ ﺭﺳﺎﻟﺘﻪ ﲟﻌﻴﺔ ﳏﺘﻮﻯ ﻳﻀﻴﻒ ﻟﻠﺰﺍﺋﺮ ﺍﻟﻜﺜﲑ ﻣﻦ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﻟﱵ ﺗﺴﺘﻬﺪﻑ ﺗﺜﻘﻴﻔﻪ.
-ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﲢﻮﻳﻞ ﺍﻻﻫﺘﻤﺎﻡ ﻭﺍﻹﺩﺭﺍﻙ ﻣﻦ ﺍﳌﻮﻗﻊ ﳓﻮ ﺍﻟﻌﻼﻣﺔ ﻭﺑﻨﻔﺲ ﺍﻟﻄﺮﻳﻘﺔ ﻣﻦ ﺍﻟﻌﻼﻣﺔ ﺇﱃ ﺍﳌﻮﻗﻊ.
-ﺑﻨﺎﺀ ﺍﻟﺼﻮﺭﺓ ﺍﻟﺬﻫﻨﻴﺔ ﻟﻠﻌﻼﻣﺔ ﺍﻟﱵ ﺗﺘﺸﻜﻞ ﻣﻦ ﺧﻼﻝ ﺍﻹﻃﻼﻉ ﺍﻟﺪﺍﺋﻢ ﻋﻠﻰ ﺍﳌﻮﻗﻊ ﻣﻦ ﻗﺒﻞ ﺍﳌﺘﻠﻘﻲ .
-ﻳﻌﺘﱪ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﻋﻼﻥ ﺍﻷﻛﺜﺮ ﺗﻘﺒﻼ ﻟﺪﻯ ﲨﻬﻮﺭ ﺍﻻﻧﺘﺮﻧﺖ.
ﺃﳘﻴﺔ ﺍﻟﺮﻋﺎﻳﺔ :ﺗﻠﺠﺄ ﺍﳌﺆﺳﺴﺎﺕ ﺇﱃ ﺃﺳﻠﻮﺏ ﺍﻟﺮﻋﺎﻳﺔ ﻟﻺﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﻷﳘﻴﺘﻪ ﺍﻟﺒﺎﻟﻐﺔ ،ﻭﺍﳌﺘﻤﺜﻠﺔ ﰲ ﺃﻥ ﺍﻟﺮﺍﻋﻲ ﻳﻘﻴﻢ
ﻋﻼﻗﺔ ﻃﻮﻳﻠﺔ ﺍﳌﺪﻯ ﻣﻊ ﺷﺮﻳﻚ ﺁﺧﺮ ﺧﺼﻮﺻﺎ ﺇﺫﺍ ﻛﺎﻥ ﺍﻟﺰﺑﻮﻥ ﺷﺨﺼﺎ ﰲ ﻏﺎﻳﺔ ﺍﻷﳘﻴﺔ ﻭﻫﻮ ﻣﺎ ﻳﺴﻌﻰ ﺇﻟﻴﻪ ﺃﻱ ﻣﻌﻠﻦ.
-ﺍﻟﻌﺎﺋﺪﺍﺕ ﺍﳌﺎﻟﻴﺔ ﺍﻟﱵ ﳝﻜﻦ ﺃﻥ ﻳﺴﺘﻔﻴﺪ ﻣﻨﻬﺎ ﺍﻟﺮﺍﻋﻲ ﺍﳋﺎﺹ ﺑﺎﳌﻮﻗﻊ ﺑﺎﻋﺘﺒﺎﺭﻩ ﻓﺎﻋﻼ ﰲ ﺍﳌﻮﻗﻊ.
-ﺗﻌﺪ ﺍﻟﺮﻋﺎﻳﺔ ﺫﺍﺕ ﺃﳘﻴﺔ ﺑﺎﻟﻐﺔ ﻟﻠﻌﻼﻣﺔ ﺃﻭ ﺍﳌﻮﻗﻊ ﻋﻠﻰ ﺣﺪ ﺳﻮﺍﺀ ،ﺇﺫ ﺑﺈﻣﻜﺎﺎ ﺗﻄﻮﻳﺮ ﲰﻌﺔ ﻭﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ،ﻛﻤﺎ ﺃﺎ
ﺗﻌﺪ ﻣﻜﺴﺒﺎ ﻟﻠﻤﻮﻗﻊ ﻋﻨﺪﻣﺎ ﺗﺄﰐ ﺍﻟﺸﺮﺍﻛﺔ ﺍﻟﱵ ﲡﻤﻊ ﺑﻴﻨﻬﻤﺎ ﺑﻘﻴﻤﺔ ،ﻭﺃﺣﻴﺎﻧﺎ ﲟﺤﺘﻮﻯ ﳎﺪﻱ ،ﰲ ﻫﺬﺍ ﺍﳌﻨﺤﻰ "ﺃﻛﺪﺕ ﺇﺣﺪﻯ
ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﱵ ﺃﻗﻴﻤﺖ ﻋﻦ ﻓﻌﺎﻟﻴﺔ ﺍﻟﺮﻋﺎﻳﺔ ﺳﻨﺔ 1999ﰲ ﺍﻟﻮﻻﻳﺎﺕ ﺍﳌﺘﺤﺪﺓ ﺍﻷﻣﺮﻳﻜﻴﺔ ﻣﻦ ﻃﺮﻑ ) (IPSOS.ASIﺃﻥ
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ﺍﻟﺸﺮﺍﻛﺔ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﲢﺴﲔ ﺇﺩﺭﺍﻙ ﺍﳌﻮﻗﻊ ﰲ ﺣﺪ ﺫﺍﺗﻪ ﻭﻳﻜﻮﻥ ﺑﺎﻋﺘﻤﺎﺩﻩ ﻋﻠﻰ ﺍﻟﺮﻋﺎﻳﺔ ﰲ ﺣﺎﻟﺔ ﺃﺣﺴﻦ ﳑﺎ ﻟﻮ ﺍﺳﺘﻐﲏ ﻋﻨﻬﺎ "
ﻓﻴﺒﺪﻭ ﺑﺬﻟﻚ ﺃﻥ ﺍﻟﻄﺮﻓﲔ ﳘﺎ ﰲ ﻋﻼﻗﺔ :ﻛﺎﺳﺐ –ﻛﺎﺳﺐ.
ﺛﺎﻟﺜﺎ:ﺇﻋﻼﻧﺎﺕ ﺍﻻﻧﺘﺮﻧﺖ ﺍﳌﻔﺎﺟﺌﺔ :POP ADVRTISING:ﺗﺘﺨﺬ ﺍﻹﻋﻼﻧﺎﺕ ﺍﳌﻔﺎﺟﺌﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ﺷﻜﻠﲔ
ﺭﺋﻴﺴﲔ ﳘﺎ :
ﺃ(ﺇﻋﻼﻧﺎﺕ ﺍﻟﺒﺪﺍﻳﺔ ﺍﳌﻔﺎﺟﺌﺔ :POP-UP ADVETISINGﻭﻫﻮ ﺇﻋﻼﻥ ﻳﻈﻬﺮ ﻟﺰﺍﺋﺮ ﺍﳌﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺑﺼﻮﺭﺓ
ﻣﻔﺎﺟﺌﺔ ﺃﺛﻨﺎﺀ ﺗﺼﻔﺤﻪ ﻟﺼﻔﺤﺎﺕ ﺍﳌﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﺃﻭ ﺃﺛﻨﺎﺀ ﳏﺎﻭﻟﺘﻪ ﺍﻟﺪﺧﻮﻝ ﺇﱃ ﺍﳌﻮﻗﻊ ،ﻭﻳﺘﺮﺗﺐ ﺃﻳﻀﺎ ﺍﻟﻀﻐﻂ ﻋﻠﻰ
ﺍﻟﻄﻠﻘﺔ ﺍﻹﻋﻼﻧﻴﺔ ﻟﻼﻧﺘﻘﺎﻝ ﺇﱃ ﻣﻮﻗﻊ ﺍﳌﻌﻠﻦ.
ﺏ(ﺇﻋﻼﻧﺎﺕ ﺍﻟﻨﻬﺎﻳﺔ ﺍﳌﻔﺎﺟﺌﺔ :POP-UNDER ADVERTISINGﻭﻫﻮ ﺇﻋﻼﻥ ﻳﻈﻬﺮ ﻟﺰﺍﺋﺮ ﺍﳌﻮﻗﻊ
ﺍﻹﻟﻜﺘﺮﻭﱐ ﺑﺼﻮﺭﺓ ﻣﻔﺎﺟﺌﺔ ﺃﺛﻨﺎﺀ ﺧﺮﻭﺟﻪ ﻣﻦ ﺍﳌﻮﻗﻊ ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﺃﻭ ﺍﻻﻧﺘﻬﺎﺀ ﻣﻦ ﻧﺴﺦ ﺃﻭ ﲢﻤﻴﻞ ﺑﺮﻧﺎﻣﺞ.
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Rs-communication.blogspot.com
) (INTERSTICESﺃﻭ ﻓﺮﺍﻍ ﻓﺎﺻﻞ ﻭﻫﻲ ﺑﺬﻟﻚ ﺗﺆﺩﻱ ﻣﻬﻤﺔ ﺍﻟﻔﺼﻞ ﺃﻭ ﺍﻟﻘﻄﻊ ﺇﺫﻥ ﻓﻬﻲ ﺇﻋﻼﻧﺎﺕ ﻓﺎﺻﻠﻴﺔ
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ﻭﻳﻌﺮﻑ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﺇﻗﺒﺎﻻ ﻛﺒﲑﺍ ﰲ ﺍﻟﻮ.ﻡ.ﺃ" .
ﺧﺼﺎﺋﺺ ﺍﻟﻔﺎﺻﻞ :ﻳﺸﺘﺮﻙ ﺍﻟﻔﺎﺻﻞ ﰲ ﻛﺜﲑ ﻣﻦ ﺍﳌﺒﺎﺩﺉ ﻭﺍﳋﺼﺎﺋﺺ ﻣﻊ ﺍﻹﻋﻼﻥ ﺍﻟﺘﻠﻔﺰﻳﻮﱐ ﺧﺎﺻﺔ ﰲ ﻣﺴﺄﻟﺔ ﲣﻠﻠﻪ
ﻟﻠﱪﺍﻣﺞ ﻭﺍﻷﺧﺒﺎﺭ ،ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺍﳌﻴﺰﺍﺕ ﺍﻟﺘﺎﻟﻴﺔ :
-ﻳﻐﻄﻲ ﺍﻹﻋﻼﻥ ﺍﻟﻔﺎﺻﻞ ﻛﻞ ﺍﳌﺴﺎﺣﺔ ﻋﻠﻰ ﺍﻟﻨﺎﻓﺪﺓ .
-ﺍﻟﺸﺎﺷﺔ ﺍﻹﺷﻬﺎﺭﻳﺔ ﻋﻠﻰ ﺍﻟﻌﻤﻮﻡ ﻣﺘﺤﺮﻛﺔ ﻭﺗﻌﺘﻤﺪ ﻋﻠﻰ ﺍﻟﺼﻮﺕ.
-ﻻ ﻳﻮﺟﺪ ﰲ ﻏﺎﻟﺐ ﺍﻷﺣﻴﺎﻥ ﳎﺎﻝ ﻟﻠﺮﺩ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻻﺗﺼﺎﻑ ﻫﺬﻩ ﺍﻹﻋﻼﻧﺎﺕ ﺑﺎﻟﺴﻠﺒﻴﺔ ﺩﻭﻥ ﺃﻱ ﺭﺑﻂ ﲟﻮﺍﻗﻊ
ﺍﳌﻌﻠﻨﲔ.
ﺃﳘﻴﺔ ﺍﻹﻋﻼﻥ ﺍﻟﻔﺎﺻﻞ :ﺇﻥ ﻋﺮﺽ ﺍﻹﻋﻼﻥ ﺍﻟﻔﺎﺻﻞ ﻟﻪ ﺃﳘﻴﺔ ﺑﺎﻟﻐﺔ ﻷﻧﻪ ﻳﺴﻤﺢ ﺑـﻤﺎ ﻳﻠﻲ :
" -ﻳﻘﺪﺭ ﺍﳋﱪﺍﺀ ﺃﻥ ﻋﺎﻣﻞ ﺍﻟﺘﺬﻛﺮ ﺍﳋﺎﺹ ﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﻋﻼﻥ ﻳﻜﻮﻥ ﺃﻛﱪ ﻣﻘﺎﺭﻧﺔ ﺑﺎﻟﺸﺮﻳﻂ ﺍﻹﻋﻼﱐ"
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-ﺍﻟﺴﻴﻄﺮﺓ ﺍﻟﻜﻠﻴﺔ ﻋﻠﻰ ﺣﺠﻢ ﺍﳌﺸﺎﻫﺪﺓ ،ﺑﺎﻋﺘﺒﺎﺭ ﺃﻥ ﺍﻹﻋﻼﻥ ﻳﺸﻤﻞ ﻛﻞ ﺍﻟﺸﺎﺷﺔ ﻓﻼ ﳎﺎﻝ ﻟﺘﺸﺘﺖ ﺃﺫﻫﺎﻥ ﺍﳌﺴﺘﺨﺪﻣﲔ،
ﺃﻭ ﻻﻧﺘﻘﺎﻝ ﺍﻫﺘﻤﺎﻣﻬﻢ ﻷﺟﺰﺍﺀ ﺃﺧﺮﻯ ﻣﻦ ﺍﻟﺸﺎﺷﺔ.
ﻣﺴﺎﻭﺉ ﺍﻹﻋﻼﻥ ﺍﻟﻔﺎﺻﻞ :ﱂ ﻳﻌﺮﻑ ﺍﻹﻋﻼﻥ ﺍﻟﻔﺎﺻﻞ ﺗﻄﻮﺭﺍ ﻛﺒﲑﺍ ﺑﺴﺒﺐ ﺑﻌﺾ ﺍﻟﻨﻘﺎﺋﺺ ﺍﳌﺼﺎﺣﺒﺔ ﻻﺳﺘﻌﻤﺎﻟﻪ ﻣﺜﻞ:
-ﻇﻬﻮﺭ ﺍﻹﻋﻼﻥ ﺍﻟﻔﺎﺻﻞ ﺑﺼﻔﺔ ﻣﻔﺎﺟﺌﺔ ﻭﺩﺧﻴﻠﺔ ﻋﻠﻰ ﺍﻟﺸﺎﺷﺔ ،ﻭﻫﺬﺍ ﻳﻌﺘﱪ ﺗﻌﺪﻳﺎ ﻭﺍﺿﺤﺎ ﻋﻠﻰ ﺣﺮﻳﺔ ﻣﺴﺘﺨﺪﻣﻲ
ﺍﳌﻮﻗﻊ ،ﻭﻫﺬﺍ ﻣﺎ ﻳﺼﻄﺪﻡ ﻣﻊ ﺭﻓﺾ ﻛﺜﲑ ﻣﻦ ﺃﺻﺤﺎﺏ ﺍﳌﻮﺍﻗﻊ ﳍﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﺘﻌﺪﻱ.
-ﺗﺸﺘﺖ ﺍﻧﺘﺒﺎﻩ ﺍﻟﺰﺍﺋﺮ ﰲ ﻛﺜﲑ ﻣﻦ ﺍﻷﺣﻴﺎﻥ ،ﲝﻴﺚ ﺗﺒﻌﺪﻩ ﻋﻦ ﻣﻬﻤﺘﻪ ﺍﻷﺳﺎﺳﻴﺔ ﺍﻟﱵ ﻛﺎﻥ ﺑﺼﺪﺩ ﺍﻟﻘﻴﺎﻡ ﺎ .
-ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﻳﺴﺘﻐﺮﻗﻪ ﲢﻤﻴﻞ ﳏﺘﻮﻯ ﺍﻹﻋﻼﻥ ﺑﻄﻲﺀ ﺟﺪﺍ ،ﳑﺎ ﻳﺆﺩﻱ ﺇﱃ ﺇﺯﻋﺎﺝ ﺍﻟﺰﺍﺋﺮ ﲜﻌﻠﻪ ﻳﻨﺘﻈﺮ ﺃﻛﺜﺮ ﻟﻴﺪﺧﻞ
ﺍﻟﺼﻔﺤﺔ ﺍﻟﱵ ﻳﺮﻳﺪﻫﺎ.
ﺍﻟﺸﻜﻞ ﺍﳉﺪﻳﺪ ﻟﻠﻔﺎﺻﻞ :SUPER SITITIELﻟﻘﺪ ﻭﻟﺪﺕ ﺍﻟﺮﻏﺒﺔ ﰲ ﲡﺎﻭﺯ ﻣﺸﻜﻞ ﺑﻂﺀ ﺍﻟﺘﺤﻤﻴﻞ ﺇﳚﺎﺩ
ﺷﻜﻞ ﺟﺪﻳﺪ ﻣﻦ ﺍﻹﻋﻼﻥ ﺍﻟﻔﺎﺻﻞ ﻳﺪﻋﻰ ﺍﻟﻔﺎﺻﻞ ﺍﳌﻤﺘﺎﺯ ) (SUPER SITITIELﻭﺭﻏﻢ ﺷﺒﻬﻪ ﺍﻟﻜﺒﲑ
ﻟﻺﻋﻼﻥ ﺍﻟﻔﺎﺻﻞ ﺇﻻ ﺃﻧﻪ ﻳﺘﻤﻴﺰ ﻋﻨﻪ ﰲ ﺍﻹﺩﺍﺭﺓ ﺍﻟﺬﻛﻴﺔ ﻟﻌﻤﻠﻴﺔ ﲢﻤﻴﻞ ﳏﺘﻮﻯ ﺍﻹﻋﻼﻥ.
ﻭﻳﺘﻢ ﻇﻬﻮﺭ ﻫﺬﺍ ﺍﻹﻋﻼﻥ ﻋﻠﻰ ﺷﺎﺷﺔ ﺍﻟﻜﻤﺒﻴﻮﺗﺮ ﺑﻌﺪ ﺛﻼﺙ ﻣﺮﺍﺣﻞ:
-1ﲢﻤﻴﻞ ﺍﻟﺼﻔﺤﺔ ﺍﻷﻭﱃ ﻣﻦ ﺍﳌﻮﻗﻊ.
-2ﲢﻤﻴﻞ ﺍﻟﺸﺎﺷﺔ ﺍﻹﻋﻼﻧﻴﺔ :ﻭﻫﺬﻩ ﺍﳋﻄﻮﺓ ﻻ ﲢﺪﺙ ﺇﻻ ﺑﻌﺪ ﻗﻴﺎﻡ ﺍﻻﻧﺘﺮﻧﺎﰐ ﲟﺸﺎﻫﺪﺓ ﺻﻔﺤﺔ ﺍﳌﻮﻗﻊ ﻛﺎﻣﻠﺔ.
-3ﻋﺮﺽ ﺍﻟﺸﺎﺷﺔ ﺍﻹﻋﻼﻧﻴﺔ ﻭﻫﻲ ﻻ ﺗﺘﻢ ﺇﻻ ﺑﻌﺪ ﺍﻟﺘﺤﻤﻴﻞ ﺍﻟﻜﻠﻲ ﻟﻠﺸﺎﺷﺔ ﻭﰲ ﺣﺎﻟﺔ ﺗﻐﻴﲑ ﺍﳌﺴﺘﺨﺪﻡ ﻟﻠﺼﻔﺤﺔ ﺍﳌﺸﺎﻫﺪﺓ
ﻋﻠﻰ ﺍﳌﻮﻗﻊ ﻓﻴﺘﻮﻗﻒ ﻫﺬﺍ ﺍﻹﻋﻼﻥ ﺑﻄﺮﻳﻘﺔ ﺃﺗﻮﻣﺎﺗﻴﻜﻴﺔ ﺗﺎﺭﻛﺎ ﺍﺎﻝ ﻟﻼﻧﺘﺮﻧﺎﰐ ﻻﺳﺘﺌﻨﺎﻑ ﻋﻤﻠﻴﺔ ﺍﻹﲝﺎﺭ ﺑﺼﻔﺔ ﻋﺎﺩﻳﺔ .
ﻭﻣﻦ ﺍﻟﻘﻮﺍﻋﺪ ﺍﻟﱵ ﳜﻀﻊ ﳍﺎ ﺍﻟﻔﺎﺻﻞ ﺍﳌﻤﺘﺎﺯ ﻣﺎﻳﻠﻲ :
www.veecos.net
-ﻳﻘﺪﺭ ﺍﻟﻮﺯﻥ ﺑـ 100ﻛﻴﻠﻮ ﺃﻭﻛﱵ ﻋﻠﻰ ﺃﻗﺼﻰ ﺣﺪ.
-ﺍﳌﻘﻴﺎﺱ ﺍﻟﺬﻱ ﻳﺄﺧﺬﻩ ﺍﻹﻋﻼﻥ ﻫﻮ )PIXELS(550×480
-ﻻ ﻳﺘﻌﺪﻯ ﻧﺸﺎﻃﻪ 20ﺛﺎﻧﻴﺔ.
-ﳝﻜﻦ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺼﻮﺕ ﻓﻴﻪ.
-ﳚﺐ ﺃﻥ ﻳﺸﻤﻞ ﻋﺒﺎﺭﺓ " ﺃﻧﻘﺮ ﻋﻠﻰ ﺍﻟﺰﺍﻭﻳﺔ ﻟﻐﻠﻖ ﺍﻟﻨﺎﻓﺪﺓ ".
ﻭﺬﻩ ﺍﳌﻤﻴﺰﺍﺕ ﺍﳉﺪﻳﺪﺓ ﺍﻟﱵ ﻳﺘﺤﻠﻰ ﺎ ﺍﻟﻔﺎﺻﻞ ﺍﳌﻤﺘﺎﺯ ﻓﺎﻧﻪ ﻳﻘﺪﻡ ﺧﺪﻣﺘﲔ ﻣﻬﻤﺘﲔ :
ﺃ( ﳝﻨﺢ ﺍﻟﻘﺪﺭﺓ ﻋﻠﻰ ﺭﺅﻳﺔ ﺑﺎﻗﻲ ﺃﺟﺰﺍﺀ ﺍﻟﺼﻔﺤﺔ ﳑﺎ ﻳﺰﻳﺪ ﻣﻦ ﻓﻌﺎﻟﻴﺘﻪ ﺩﻭﻥ ﺇﺯﻋﺎﺝ ﺍﳌﺴﺘﺨﺪﻡ ﰲ ﻋﻤﻠﻴﺔ ﺇﲝﺎﺭﻩ.
ﺏ( ﻻ ﻳﻮﻟﺪ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﻋﻼﻥ ﺃﻳﺔ ﺍﻧﻄﺒﺎﻋﺎﺕ ﺑﺎﻟﺘﻄﻔﻞ ﺍﻹﻋﻼﱐ ﻟﺪﻯ ﺍﻟﺰﺍﺋﺮ"ﻭﻗﺪ ﺃﺷﺎﺭﺕ ﺇﺣﺪﻯ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺇﱃ ﺃﻥ
ﻧﺴﺒﺔ ﺍﻟﺬﻳﻦ ﺭﺣﺒﻮﺍ ﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ ﻫﻲ %45ﻣﻘﺎﺑﻞ %12ﺃﺑﺪﻭﺍ ﺍﻧﺰﻋﺎﺟﻬﻢ ﻣﻦ ﻫﺬﺍ ﺍﻟﻨﻮﻉ 1".ﳑﺎ ﺳﻴﺪﻓﻊ
ﺑﺎﳌﻌﻠﻨﲔ ﺇﱃ ﺍﺳﺘﻌﻤﺎﻝ ﻫﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻹﻋﻼﻥ.
ﺧﺎﻣﺴﺎ :ﺍﻻﺭﺗﺒﺎﻃﺎﺕ ﺍﻟﻨﺼﻴﺔ :ﻫﻮ ﺷﻜﻞ ﻳﺴﺎﻋﺪ ﺍﳌﻨﻈﻤﺎﺕ ﻭﺃﺻﺤﺎﺏ ﺍﳌﻮﺍﻗﻊ ﻋﻠﻰ ﺗﺴﻮﻳﻖ ﺧﺪﻣﺎﻢ ،ﻭﻣﻨﺘﺠﺎﻢ ﻭﺯﻳﺎﺩﺓ
ﻋﺪﺩ ﺯﻭﺍﺭ ﻣﻮﻗﻌﻬﻢ ﺑﺸﻜﻞ ﻓﻌﺎﻝ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﻳﻌﺮﻓﻬﺎ ﺍﻟﺪﻛﺘﻮﺭ ﻃﻪ ﻃﺎﺭﻕ ﲟﺎ ﻳﻠﻲ":ﻧﺸﲑ ﺑﺎﻹﻋﻼﻧﺎﺕ ﺍﻟﻨﺼﻴﺔ ﺍﻹﻋﻼﻧﺎﺕ
ﺍﻟﱵ ﻳﺮﺗﺒﻂ ﻇﻬﻮﺭﻫﺎ ﲟﻮﺍﻗﻊ ﺃﺧﺮﻯ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ،ﺣﻴﺚ ﻳﻈﻬﺮ ﺭﺍﺑﻂ ﻣﻮﻗﻊ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻧﺼﻴﺎ ﺩﺍﺧﻞ ﻣﻮﻗﻊ ﺇﻟﻜﺘﺮﻭﱐ
ﺳﻮﺍﺀ ﻛﺎﻥ ﻋﺒﺎﺭﺓ ﻋﻦ ﺍﺳﻢ ﺍﳌﻮﻗﻊ ﺃﻭ ﺑﻜﻠﻤﺎﺕ ﻣﻔﺘﺎﺣﻴﺔ ﻭﻳﺆﺩﻱ ﺍﻟﻨﻘﺮ ﻋﻠﻰ ﺍﻟﻨﺺ ﺍﻻﻧﺘﻘﺎﻝ ﺃﻭﺗﻮﻣﺎﺗﻴﻜﻴﺎ ﺇﱃ ﺍﳌﻮﻗﻊ ﺍﻵﺧﺮ" 2ﺇﺫﻥ
ﻓﺎﻻﺭﺗﺒﺎﻃﺎﺕ ﺍﻟﻨﺼﻴﺔ ﺗﻘﻮﻡ ﺑﻌﺮﺽ ﺇﻋﻼﻧﺎﺕ ﺳﻴﺎﻗﻴﺔ ﻧﺼﻴﺔ ﺣﺴﺐ ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ ) (Keywordﺍﻟﱵ ﺣﺪﺩﻫﺎ ﺍﳌﻌﻠﻦ
ﻹﻋﻼﻧﺎﺗﻪ ﻭﺫﻟﻚ ﻣﻦ ﺃﺟﻞ ﻋﺮﺽ ﺇﻋﻼﻧﺎﺕ ﺗﻨﺎﺳﺐ ﻣﺎ ﻳﺒﺤﺚ ﻋﻨﻪ ﺍﳌﺴﺘﺨﺪﻡ ،ﻭﻫﻮ ﻣﺎ ﻳﺴﻤﻲ ﺑﺎﻟﺘﺴﻮﻳﻖ ﺍﳌﺴﺘﻬﺪﻑ ،ﺣﻴﺚ
ﺗﺼﻞ ﺍﻟﺮﺳﺎﻟﺔ ﺍﻟﺘﺮﻭﳚﻴﺔ ﻟﻠﺠﻤﻬﻮﺭ ﺍﻟﺬﻱ ﻳﺮﻳﺪﻩ ﺍﳌﻌﻠﻦ ﻭﺑﺄﻗﻞ ﺗﻜﻠﻔﺔ ﳑﻜﻨﺔ ﻣﻘﺎﺭﻧﺔ ﺑﺄﻱ ﻭﺳﻴﻠﺔ ﺗﺴﻮﻳﻘﻴﺔ ﺃﺧﺮﻯ.
-3ﺩﻋﺎﻣﺎﺕ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ :ﺇﻋﻼﻥ ﺍﻻﻧﺘﺮﻧﺖ ﻣﺜﻠﻪ ﻣﺜﻞ ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻷﺧﺮﻯ ،ﳛﺘﺎﺝ ﺇﱃ
ﺩﻋﺎﻣﺔ ﻣﻦ ﺃﺟﻞ ﺍﻟﻈﻬﻮﺭ ﺑﺸﻜﻞ ﻓﻌﺎﻝ ،ﺇﺫ ﻻﺑﺪ ﻣﻦ ﺍﺧﺘﺒﺎﺭ ﺍﳌﺴﺎﺣﺎﺕ ﺍﳌﻨﺎﺳﺒﺔ ﺍﻷﻛﺜﺮ ﺇﻗﺒﺎﻻ ﻣﻦ ﻗﺒﻞ ﺍﳉﻤﻬﻮﺭ ﺍﳌﺴﺘﻬﺪﻑ ﺣﱴ
ﻳﺆﺩﻱ ﺍﻹﻋﻼﻥ ﺩﻭﺭﻩ ﺍﻟﻜﺎﻣﻞ ،ﻭﻋﻠﻰ ﺍﻟﻌﻤﻮﻡ ﻳﻮﺟﺪ ﰲ ﺍﻻﻧﺘﺮﻧﺖ ﲬﺲ ﻣﺴﺎﺣﺎﺕ ﺃﺳﺎﺳﻴﺔ ﻟﻼﺗﺼﺎﻝ ﺍﻹﺷﻬﺎﺭﻱ ﳝﻜﻦ ﺍﺳﺘﻐﻼﳍﺎ
ﻭﻫﻲ :
ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ :EMAILﺇﻥ ﺃﻭﻝ ﻋﻤﻞ ﻳﻘﻮﻡ ﺑﻪ ﺍﳌﺴﺘﺨﺪﻡ ﻏﺎﻟﺒﺎ ﻋﻨﺪ ﺍﻟﺮﺑﻂ ﺑﺎﻟﺸﺒﻜﺔ ﻫﻮ ﻓﺘﺢ ﻋﻠﺒﺔ ﺍﻟﱪﻳﺪ
ﺍﻹﻟﻜﺘﺮﻭﱐ ﻓﻬﻲ ﳏﻞ ﺍﻫﺘﻤﺎﻡ ﺩﺍﺋﻢ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻪ ﻟﻺﻃﻼﻉ ﻋﻠﻰ ﻣﺎ ﻓﻴﻬﺎ ،ﻛﺬﻟﻚ ﺍﻷﻣﺮ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﻌﻠﻦ ﺃﻳﻀﺎ ﻟﺘﻤﺮﻳﺮ ﺇﻋﻼﻧﻪ
ﻭﺗﺄﺧﺬ ﺍﻟﻌﻤﻠﻴﺔ ﺍﻹﺷﻬﺎﺭﻳﺔ ﻋﱪ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺷﻜﻠﲔ :
www.veecos.net 34
Rs-communication.blogspot.com
-ﺇﺩﺭﺍﺝ ﺭﺳﺎﺋﻞ ﺇﺷﻬﺎﺭﻳﺔ ﺿﻤﻦ ﺑﺮﻳﺪ ﺇﻟﻜﺘﺮﻭﱐ ﺇﺧﺒﺎﺭﻱ ) : (INFORMATIFﻭﺫﻟﻚ ﺑﻌﺮﺽ ﻣﻀﻤﻮﻥ ﺍﻹﻋﻼﻥ
ﺭﻓﻘﺔ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﻷﺧﺒﺎﺭ ﺍﻟﻌﺎﻣﺔ ﻭﺍﳌﺘﺨﺼﺼﺔ ،ﻓﻘﺪ ﻳﻘﻮﻡ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺑﺬﺍﺗﻪ ﺇﺭﺳﺎﻝ ﻫﺬﻩ ﺍﻟﺮﺳﺎﺋﻞ ﻭﻗﺪ ﺗﻨﻮﺏ ﻋﻨﻬﺎ
ﺍﳌﻮﺍﻗﻊ ﺍﳌﻌﻠﻨﺔ ﺍﻟﱵ ﺗﻀﻢ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﺎﱐ .
-ﺗﻮﺟﻴﻪ ﺭﺳﺎﺋﻞ ﲡﺎﺭﻳﺔ ﺇﱃ ﺃﺷﺨﺎﺹ ﻣﺴﺘﻬﺪﻓﲔ ﺑﺬﺍﻢ ﺗﺮﻛﻮﺍ ﻣﻌﻠﻮﻣﺎﺕ ﻋﻨﻬﻢ ﺧﻼﻝ ﺯﻳﺎﺭﻢ ﻟﻠﻤﻮﻗﻊ ﺍﳌﻌﻠﻦ :ﺗﺘﻢ ﻫﺬﻩ
ﺍﻟﻌﻤﻠﻴﺔ ﻣﻊ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﻗﺎﻣﻮﺍ ﺑﺰﻳﺎﺭﺓ ﻣﻮﻗﻊ ﺇﺣﺪﻯ ﺍﳌﺆﺳﺴﺎﺕ ﻭﺗﺮﻛﻮﺍ ﺑﻴﺎﻧﺎﺕ ﺧﺎﺻﺔ ﻢ ،ﻭﰲ ﻫﺬﺍ ﺍﻟﺸﺄﻥ ﺗﻘﻮﻡ ﺍﻟﻌﺪﻳﺪ
ﻣﻦ ﺍﳌﻨﻈﻤﺎﺕ ﺑﺎﻗﺘﺮﺍﺡ ﻋﻠﺐ ﺑﺮﻳﺪ ﺇﻟﻜﺘﺮﻭﱐ ﳎﺎﻧﻴﺔ ﻻﺳﺘﻘﻄﺎﺏ ﺃﻛﱪ ﻋﺪﺩ ﻣﻦ ﺍﻟﺰﻭﺍﺭ ،ﰒ ﺗﻘﻮﻡ ﺑﺎﺳﺘﺨﺪﺍﻣﻬﺎ ﺃﻭ ﺑﻴﻌﻬﺎ ﻟﻠﻤﻌﻠﻨﲔ
ﳌﻤﺎﺭﺳﺔ ﻧﺸﺎﻃﻬﻢ ﺍﻹﻋﻼﱐ ﺬﻩ ﺍﳌﻮﺍﻗﻊ.
ﺑﺮﺗﻮﻛﻮﻻﺕ ﻧﻘﻞ ﺍﳌﻠﻔﺎﺕ ) FILE TRANSER PROTOCOL(FTPﻳﺴﻤﺢ ﻫﺬﺍ ﺍﻟﱪﻭﺗﻮﻛﻮﻝ
ﺑﺘﺤﻤﻴﻞ ﺍﳌﺴﺘﻨﺪﺍﺕ ﻭﺍﻟﱪﺍﻣﺞ ﻣﻦ ﻭﺇﱃ ﺍﳊﺎﺳﻮﺏ ﺍﻟﺸﺨﺼﻲ ،ﻭﻫﻮ ﰲ ﻧﻔﺲ ﺍﻟﻮﻗﺖ ﻳﺴﺘﻌﻤﻞ ﻛﻤﺴﺎﺣﺔ ﻟﻠﺘﻌﺒﲑ ﺍﻹﺷﻬﺎﺭﻱ،
ﺧﺎﺻﺔ ﻭﺃﻧﻪ ﳝﺲ ﻓﺌﺔ ﻣﻌﻴﻨﺔ ﻣﻦ ﺍﻻﻧﺘﺮﻧﺎﺗﻴﲔ ﺣﻴﺚ ﻳﻜﻮﻥ ﻟﻠﻌﻼﻣﺔ ﻓﺮﺻﺔ ﺍﳊﻀﻮﺭ ﺍﻟﻴﻮﻣﻲ ﻟﻸﺷﺨﺎﺹ ﺍﻟﺬﻳﻦ ﳛﻤﻠﻮﻥ ﺑﺈﺭﺍﺩﻢ
ﻣﻠﻔﺎ ﺃﻭ ﺑﺮﻧﺎﳎﺎ ﻣﺎ.
ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ :NEWS GROUPSﻟﻺﻋﻼﻥ ﻋﱪ ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﺇﻣﻜﺎﻧﻴﺔ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﺍﳉﻤﻬﻮﺭ
ﺍﳌﺴﺘﻬﺪﻑ ﻟﻜﻦ ﻟﻴﺲ ﻛﺄﺷﺨﺎﺹ ﺑﻞ ﻛﺠﻤﺎﻋﺎﺕ ﻣﻠﺘﻔﺔ ﺣﻮﻝ ﻣﻮﺿﻮﻉ ﻣﻌﲔ ﻓﻴﻤﺎ ﺑﻴﻨﻬﺎ ،ﻭﺫﻟﻚ ﺑﺈﺭﺳﺎﻝ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻹﺷﻬﺎﺭﻳﺔ
ﺇﱃ ﳐﺘﻠﻒ ﺃﻋﻀﺎﺀ ﺍﻟﻘﻮﺍﺋﻢ ﻭﳝﻜﻦ ﺍﺳﺘﻌﺮﺍﺽ ﻛﻴﻔﻴﺔ ﺍﺳﺘﺨﺪﺍﻡ ﳎﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﻟﻺﻋﻼﻥ ﻋﱪ ﺍﻟﻨﺤﻮ ﺍﻟﺘﺎﱄ :
ﺃ( ﺑﻌﺚ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﳎﻤﻮﻋﺔ ﻧﻘﺎﺵ ﺧﺎﺻﺔ ﺎ :ﻳﺘﻢ ﻫﺬﺍ ﺑﺘﺠﻨﻴﺪ ﳐﺘﺼﲔ ﻣﻦ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻧﻔﺴﻪ ﻗﺎﺩﺭﻳﻦ ﻋﻠﻰ
ﺍﻟﺮﺩ ﺑﺼﻮﺭﺓ ﺳﺮﻳﻌﺔ ﻭ ﻣﻼﺋﻤﺔ ﻋﻠﻰ ﺍﻟﺘﺴﺎﺅﻻﺕ ﺍﳌﻄﺮﻭﺣﺔ ﰲ ﺍﳌﻨﺘﺪﻯ ،ﳑﺎ ﻳﺴﻤﺢ ﺑﺎﻗﺘﺮﺍﺡ ﻣﺴﺎﺣﺎﺕ ﺗﻌﺒﲑ ﺧﺎﺻﺔ ﺑﺰﺑﺎﺋﻨﻬﺎ،
ﻭﻣﻨﺤﻬﻢ ﻣﻮﺍﺩ ﺇﻋﻼﻣﻴﺔ ﻭﲡﺎﺭﻳﺔ ﻣﻊ ﺇﻣﻜﺎﻧﻴﺔ ﺍﳊﻮﺍﺭ ﻣﻌﻬﻢ" ،ﻭﺍﻟﻐﺮﺽ ﻣﻦ ﻫﺬﻩ ﺍﻟﻄﺮﻳﻘﺔ ﻫﻮ ﺗﻜﺮﻳﺲ ﺍﻟﻮﻓﺎﺀ ﻟﻠﻤﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ
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ﺃﻛﺜﺮ ﻣﻦ ﺍﺳﺘﻤﺎﻟﺔ ﺍﻷﺷﺨﺎﺹ "
ﺏ( ﻣﺸﺎﺭﻛﺔ ﳐﺘﺼﲔ ﰲ ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﺑﺎﺳﻢ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ :ﻳﺘﻮﺟﻪ ﻫﺬﺍ ﺍﻟﺸﻜﻞ ﺍﻻﺗﺼﺎﱄ ﺇﱃ ﲨﻬﻮﺭ ﳏﺪﺩ ﻗﺪ ﻻ
ﻳﻌﺮﻑ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻭﻻ ﺍﻟﻌﻼﻣﺔ ،ﺇﻻ ﺃﻥ ﺍﻫﺘﻤﺎﻣﺎﺕ ﻫﺬﺍ ﺍﳉﻤﻬﻮﺭ ﻣﻦ ﻧﻔﺲ ﺍﻫﺘﻤﺎﻣﺎﺕ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﺣﻴﺚ ﻳﺴﻌﻰ
ﻫﺬﺍ ﺍﻷﺧﲑ ﺇﱃ ﺍﳌﺸﺎﺭﻛﺔ ﰲ ﺍﻟﻨﻘﺎﺵ ﻭﻫﺬﺍ ﺑﻐﻴﺔ ﺟﻠﺐ ﺍﻫﺘﻤﺎﻡ ﻫﺆﻻﺀ ﻭﻛﺴﺐ ﻭﻓﺎﺋﻬﻢ ﰲ ﻧﻔﺲ ﺍﻟﻮﻗﺖ ﺩﻭﻥ ﺃﻥ ﻳﻜﻮﻥ ﺫﻟﻚ
ﺑﺸﻜﻞ ﺩﺧﻴﻞ ،ﻓﺎﳋﻄﺎﺏ ﺍﻹﻋﻼﱐ ﳚﺐ ﺃﻥ ﳛﺘﻮﻱ ﻋﻠﻰ ﻗﻴﻤﺔ ﻣﻀﺎﻓﺔ ﻟﻠﻤﺴﺘﻬﻠﻚ ﻭ ﺃﻥ ﻳﺘﻤﺘﻊ ﺑﻘﻮﺓ ﺍﻟﻄﺮﺡ ﰲ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﳌﺘﻌﻠﻘﺔ
ﺑﺎﻟﻨﻘﺎﺵ ﺍﳌﻔﺘﻮﺡ.
ﺕ( ﺍﳌﺸﺎﺭﻛﺔ ﻋﻦ ﻃﺮﻳﻖ ﺍﻟﺮﻋﺎﻳﺔ :ﺇﻥ ﺍﻟﻘﻮﺍﺋﻢ ﺍﻟﱪﻳﺪﻳﺔ ﺍﻟﱵ ﺗﺸﻜﻞ ﲨﺎﻋﺔ ﺍﻓﺘﺮﺍﺿﻴﺔ ﳍﺎ ﺍﻫﺘﻤﺎﻡ ﻣﺸﺘﺮﻙ ﲟﻮﺿﻮﻉ ﻣﻌﲔ
ﻭﻳﺪﻳﺮﻫﺎ ﰲ ﻏﺎﻟﺐ ﺍﻷﺣﻴﺎﻥ " ﺍﳌﺸﺮﻑ ﺍﻟﻌﺎﻡ" ﻭﳝﻜﻦ ﻟﻠﻤﻌﻠﻦ )ﻗﻮﺍﺋﻢ ﺍﻟﱪﻳﺪ (ﺃﻥ ﻳﻌﺮﺽ ﺍﻟﺮﻋﺎﻳﺔ ﻋﻠﻰ ﺃﺣﺪ ﻗﻮﺍﺋﻢ ﺍﻟﱪﻳﺪ ﺍﻟﱵ ﻤﻪ
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-ﺭﺑﻴﻌﺔ ﻓﻨﺪﻭﺷﻲ :ﺍﳌﺮﺟﻊ ﻧﻔﺴﻪ ،ﺹ201
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ﲡﺪﺭ ﺍﻹﺷﺎﺭﺓ ﺇﱃ ﺃﻥ ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﻟﻴﺴﺖ ﻓﻀﺎﺀﺍﺕ ﲡﺎﺭﻳﺔ ﺃﻭ ﺗﺴﻌﻰ ﻟﻠﺮﺑﺢ،ﻓﻼ ﳚﺐ ﻓﺮﺽ ﺍﳋﻄﺎﺑﺎﺕ ﺍﻹﻋﻼﻧﻴﺔ
ﻋﻠﻴﻬﺎ ﺃﻭ ﺍﻗﺘﺤﺎﻡ ﳎﺎﻻﺎ ،ﻭﺣﱴ ﻻ ﺗﻌﺘﱪ ﻧﻮﻋﺎ ﻣﻦ ﺍﻟﺘﻌﺪﻱ ﺍﻟﺬﻱ ﻳﺮﻓﻀﻪ ﺍﳌﺴﺘﺨﺪﻣﻮﻥ ﻓﻜﺎﻥ ﻣﻦ ﺍﻟﻮﺍﺟﺐ ﺃﻗﻠﻤﺔ ﺍﻟﺮﺳﺎﺋﻞ
ﺍﻹﺷﻬﺎﺭﻳﺔ ﻣﻊ ﺍﶈﺘﻮﻯ ﺍﳌﻄﺮﻭﺡ ﻭﺑﺎﻟﻠﻐﺔ ﺍﳌﺘﺪﺍﻭﻟﺔ ﺣﱴ ﺗﻜﻮﻥ ﻓﻌﺎﻟﺔ .
ﺍﶈﺎﺩﺛﺔ :CHATﲢﻮﻱ ﺍﻻﻧﺘﺮﻧﺖ ﻋﻠﻰ ﻓﻀﺎﺀﺍﺕ ﺣﺮﺓ ﻟﻠﻤﺤﺎﻭﺭﺓ ﺍﻟﺸﻔﻬﻴﺔ ﻭﺍﻟﻜﺘﺎﺑﻴﺔ ﰲ ﺍﻟﺰﻣﻦ ﺍﳊﻘﻴﻘﻲ ﺑﺎﻟﺸﺒﻜﺔ،
ﻭﳝﻜﻦ ﺍﺳﺘﻌﻤﺎﳍﺎ ﻛﻤﺴﺎﺣﺎﺕ ﻟﻼﺗﺼﺎﻝ ﺍﻹﺷﻬﺎﺭﻱ ﺑﻄﺮﻳﻘﺘﲔ :
ﺃ( ﺍﻟﺮﻋﺎﻳﺔ :ﺑﺮﻋﺎﻳﺔ ﻓﻀﺎﺀﺍﺕ ﺗﻘﺘﺮﺣﻬﺎ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ.
ﺏ( ﺍﻟﺘﺪﺧﻞ ﰲ ﺍﶈﺎﺩﺛﺔ :ﻣﺜﻞ ﳎﻤﻮﻋﺎﺕ ﺍﻟﻨﻘﺎﺵ ﻋﻠﻰ ﺃﻥ ﺗﻜﻮﻥ ﻃﺒﻴﻌﺔ ﺍﶈﺘﻮﻯ ﺍﻹﺧﺒﺎﺭﻱ ﺗﺴﺘﻮﺟﺐ ﻗﺒﻮﻝ ﻫﺬﻩ ﺍﻟﺘﺪﺧﻼﺕ
ﻣﻦ ﻗﺒﻞ ﺍﳌﺸﺎﺭﻛﲔ ،ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺃﻥ ﺍﻟﺘﻔﺎﻋﻠﻴﺔ ﰲ ﺍﻟﺰﻣﻦ ﺍﳊﻘﻴﻘﻲ ﻟﻠﻤﺤﺎﺩﺛﺔ ،ﺗﺴﻤﺢ ﲝﻮﺍﺭ ﺃﻛﺜﺮ ﺃﻟﻔﺔ ﻭﺧﺼﻮﺻﻴﺔ ﻣﻊ ﺍﳌﺴﺘﻬﻠﻚ.
ﺍﻷﺟﻬﺰﺓ ﺍﳋﻠﻮﻳﺔ :ﺃﻣﺎﻡ ﺣﺪﺓ ﺍﳌﻨﺎﻓﺴﺔ ﺑﺎﺕ ﻫﻢ ﺍﳌﺴﻮﻗﲔ ﻫﻮ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺃﻛﱪ ﻗﺪﺭ ﻣﻦ ﺍﻟﻌﻤﻼﺀ ﺑﻄﺮﻳﻘﺔ ﺫﻛﻴﺔ
ﻣﻊ ﺗﻘﺪﱘ ﺧﺪﻣﺔ ﳑﻴﺰﺓ ﻟﻠﻌﻤﻼﺀ ﻭﻣﻊ ﺍﻧﺘﺸﺎﺭ ﺍﳍﻮﺍﺗﻒ ﺍﳋﻠﻮﻳﺔ ﻭ ﺍﻟﻼﺑﺘﻮﺏ ﻭﺑﻌﺪﻣﺎ "ﺃﺻﺒﺢ ﺍﳍﺎﺗﻒ ﺍﳋﻠﻮﻱ ﻫﻮ ﺃﺩﺍﺓ ﺍﻻﻧﺘﺮﻧﺖ
ﺍﻟﺮﺋﻴﺴﻴﺔ ﰲ ﻋﺪﺓ ﺩﻭﻝ " 1ﻭﻳﺒﺪﻭ ﺃﻥ ﻫﺬﺍ ﺍﻟﺪﻋﺎﻣﺔ ﺳﺘﺸﻬﺪ ﺇﻗﺒﺎﻻ ﻛﺒﲑﺍ ﺣﻴﺚ "ﺃﻇﻬﺮ ﻣﺴﺢ ﰎ ﻋﻠﻰ 3.300ﻣﺴﺘﺨﺪﻡ ﺧﻠﻮﻱ
ﰲ 11ﺳﻮﻕ ﻋﺎﳌﻲ ﺃﻥ ﺍﳌﺴﺘﺨﺪﻣﲔ ﺳﺮﻳﻌﻮ ﺍﻟﺘﻘﺒﻞ ﻹﻋﻼﻧﺎﺕ ﺍﳋﻠﻮﻱ " 2ﻭﺭﻏﻢ ﺃﻥ ﻫﻨﺎﻙ ﻋﺪﺓ ﻣﺴﺎﺋﻞ ﻗﺪ ﺗﺆﺛﺮ ﺳﻠﺒﺎ ﻋﻠﻰ
ﻣﺴﺘﻘﺒﻞ ﻫﺬﻩ ﺍﻟﺪﻋﺎﻣﺔ ﻣﺜﻞ ﺍﳊﺠﻢ ﺍﻟﺼﻐﲑ ﻟﻠﺸﺎﺷﺔ ﺍﳋﻠﻮﻳﺔ ﺇﻻ ﺃﻥ ﺑﻌﺾ ﺍﳌﺆﺷﺮﺍﺕ ﲡﻌﻞ ﺍﳌﺴﻮﻗﲔ ﺃﻛﺜﺮ ﺗﻔﺎﺅﻻ ﺑﻔﻌﺎﻟﻴﺔ ﻫﺬﻩ
ﺍﻟﻮﺳﻴﻠﺔ ﰲ ﺍﳌﺴﺘﻘﺒﻞ.
ﺗﻘﺪﻡ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺧﺪﻣﺎﺕ ﻣﻬﻤﺔ ﻭﻟﻌﻞ ﻣﻦ ﺑﲔ ﻫﺬﻩ ﺍﳋﺪﻣﺎﺕ ﺧﺪﻣﺔ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﻟﺬﻱ ﻳﺆﺩﻱ ﻭﻇﻴﻔﺔ
ﺍﻟﺘﻮﺍﺻﻞ ﻭﺍﳌﺮﺍﺳﻠﺔ ﻭﻣﻌﺮﻓﺔ ﺃﺧﺒﺎﺭ ﺍﻵﺧﺮﻳﻦ ﺭﻏﻢ ﺑﻌﺪﻫﻢ ﺍﳌﻜﺎﱐ ،ﻛﻤﺎ ﻳﻌﺪ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻣﻦ ﺃﺣﺪﺙ ﻭﺳﺎﺋﻞ ﺍﻻﺗﺼﺎﻝ
ﻭﺃﻛﺜﺮﻫﺎ ﺍﺳﺘﺨﺪﺍﻣﺎ ﻣﻦ ﻗﺒﻞ ﺍﻷﺷﺨﺎﺹ ﻭﺍﳌﻨﻈﻤﺎﺕ ﻭﺍﳍﻴﺌﺎﺕ ﺍﳌﺨﺘﻠﻔﺔ ،ﺇﻻ ﺃﻥ ﺍﻻﺗﺼﺎﻝ ﺑﺎﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻳﺘﻄﻠﺐ ﺭﺑﻂ
ﺍﳌﺮﺳﻞ ﻭﺍﳌﺴﺘﻘﺒﻞ ﺑﺸﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ.
"ﻳﺸﲑ ﺍﳋﱪﺍﺀ ﺇﱃ ﺃﻥ ﺃﻭﻝ ﻋﻤﻞ ﻳﻘﻮﻡ ﺑﻪ ﺍﻟﺸﺨﺺ ﺃﺛﻨﺎﺀ ﺍﺗﺼﺎﻟﻪ ﺑﺎﻻﻧﺘﺮﻧﺖ ﻫﻮ ﻓﺘﺢ ﻋﻠﺒﺔ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻓﻬﻲ ﳏﻞ
ﺍﻫﺘﻤﺎﻡ ﺩﺍﺋﻢ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻪ ،ﻭﻫﺬﺍ ﻟﻺﻃﻼﻉ ﺍﻟﺪﺍﺋﻢ ﻋﻠﻰ ﳏﺘﻮﻳﺎﺎ" 3ﳑﺎ ﺃﻛﺴﺐ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺃﳘﻴﺔ ﺧﺎﺻﺔ ﻟﺪﻯ ﺍﻟﻘﺎﺋﻤﲔ
ﺑﺸﺆﻭﻥ ﺍﻻﺗﺼﺎﻝ ﰲ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻓﺄﺻﺒﺢ ﻭﺳﻴﻠﺔ ﻣﻬﻤﺔ ﺗﻌﺘﻤﺪ ﺑﺸﻜﻞ ﻛﺒﲑ ﰲ ﺍﻟﺘﺴﻮﻳﻖ ﺍﳊﺪﻳﺚ .
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-1ﺗﻌﺮﻳﻒ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ:
ﺇﻥ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻳﻌﺪ ﻣﻦ ﺃﻫﻢ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺔ ﺍﳌﻌﺘﻤﺪﺓ ﰲ ﺍﻻﻧﺘﺮﻧﺖ " ﻓﻜﻠﻤﺔ e-mailﻫﻲ ﺍﺧﺘﺼﺎﺭ
ﻟﻜﻠﻤﺔ ) ( Electronic – Mailﻭ ﻳﻘﺎﺑﻠﻪ ﰲ ﺍﻟﻠﻐﺔ ﺍﻟﻌﺮﺑﻴﺔ ﺗﻌﺒﲑ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﻭﻳﻄﻠﻖ ﻫﺬﺍ ﺍﳌﺼﻄﻠﺢ ﺑﺸﻜﻞ ﻋﺎﻡ
ﻋﻠﻰ " ﺍﻟﻄﺮﻕ ﺍﳌﺨﺘﻠﻔﺔ ﻟﺘﺒﺎﺩﻝ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﺸﺨﺼﻴﺔ ﺑﲔ ﻣﺴﺘﺨﺪﻡ ﻛﻤﺒﻴﻮﺗﺮ ]ﺣﺎﺳﻮﺏ[ ﻭ ﺁﺧﺮ ﻣﻦ ﺧﻼﻝ ﺃﺣﺪ ﺃﻧﻮﺍﻉ ﺍﻟﺮﺑﻂ
ﺍﻹﻟﻜﺘﺮﻭﱐ ﻟﻠﺒﻴﺎﻧﺎﺕ .ﻓﻌﻤﻠﻴﺔ ﺍﻹﺭﺳﺎﻝ ﻭ ﻋﻤﻠﻴﺔ ﺍﻻﺳﺘﻘﺒﺎﻝ ﺗﺘﻤﺎﻥ ﺇﻟﻜﺘﺮﻭﻧﻴﺎ ﻣﻦ ﺧﻼﻝ ﺃﺟﻬﺰﺓ ﺍﳊﺎﺳﻮﺏ ﺍﳌﻮﺯﻋﺔ ﻋﱪ ﺍﻟﻌﺎﱂ
ﺿﻤﻦ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﺗﺴﻤﺢ ﻫﺬﻩ ﺍﳋﺪﻣﺔ ﺑﺈﺭﺳﺎﻝ ﺍﻟﺮﺳﺎﺋﻞ ﻭ ﻗﻮﺍﻋﺪ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻭ ﺍﻟﺼﻮﺭ ﻭ ﺍﻟﺘﺴﺠﻴﻼﺕ ﺍﻟﺼﻮﺗﻴﺔ ﻭ
1
ﺍﻟﱪﺍﻣﺞ".
ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻳﺴﺎﻋﺪ ﻋﻠﻰ ﺗﺴﻮﻳﻖ ﺍﳋﺪﻣﺎﺕ ﻭﺍﳌﻨﺘﺠﺎﺕ ﺑﺸﻜﻞ ﻣﺒﺎﺷﺮ ﺇﱃ ﺍﻷﺷﺨﺎﺹ ﺍﳌﻬﺘﻤﲔ ﻓﻘﻂ
)ﻫﺬﺍ ﺇﺫﺍ ﺍﺗﺒﻌﺖ ﺍﳌﻌﺎﻳﲑ ﺍﻟﺼﺤﻴﺤﺔ( .ﻛﻤﺎ ﺃﻥ ﻓﻜﺮﺓ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻣﺒﻨﻴﺔ ﻋﻠﻰ ﻣﺒﺪﺃ ﺍﻻﺳﺘﻬﺪﺍﻑ ﺍﻟﺪﳝﻮﻏﺮﺍﰲ
)ﺍﻟﻌﻤﺮ ﻭﺍﳉﻨﺲ ﻭﺍﳌﻨﻄﻘﺔ ﺍﳉﻐﺮﺍﻓﻴﺔ ﻭﺍﻟﺪﺧﻞ( ﻭﻟﻴﺴﺖ ﺍﻟﺘﻐﻄﻴﺔ ﺍﻟﻌﺎﻣﺔ.
-ﺍﻟﺴﻤﺎﺡ ﺑﺈﺟﺮﺍﺀ ﺍﻻﺗﺼﺎﻝ ﻣﻊ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻷﻓﺮﺍﺩ ﺑﺼﻮﺭﺓ ﺗﻠﻘﺎﺋﻴﺔ ﻋﻦ ﻃﺮﻳﻖ ﺗﻮﺟﻴﻪ ﺍﻟﺮﺳﺎﻟﺔ ﺇﱃ ﻋﻨﺎﻭﻳﻦ ﳐﺘﻠﻔﺔ ﻣﻦ
ﺍﻟﻌﻤﻼﺀ .
-ﻳﺘﻴﺢ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺇﻣﻜﺎﻧﻴﺔ ﺗﺘﺒﻊ ﺍﶈﺎﺩﺛﺔ ﺍﻟﱵ ﲤﺖ ﻣﻦ ﻗﺒﻞ.
-ﺇﻣﻜﺎﻧﻴﺔ ﺍﳊﻔﺎﻅ ﻋﻠﻰ ﺍﻟﺮﺳﺎﺋﻞ ﺍﻟﺴﺎﺑﻘﺔ ﻣﻦ ﺧﻼﻝ ﲣﺰﻳﻨﻬﺎ ﺳﻮﺍﺀ ﰲ ﻋﻠﺒﺔ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﻟﱵ ﺗﻮﻓﺮ ﻫﺬﻩ ﺍﳋﺪﻣﺔ
ﻭﺍﺳﺘﻌﻤﺎﻝ ﻫﺬﻩ ﺍﻟﺮﺳﺎﺋﻞ ﰲ ﺃﻱ ﻭﻗﺖ ﻋﻨﺪ ﺍﳊﺎﺟﺔ ﺇﻟﻴﻬﺎ.
-ﺍﳌﺮﻭﻧﺔ ﰲ ﺍﺳﺘﻘﺒﺎﻝ ﻭﺇﺭﺳﺎﻝ ﺍﻟﺮﺳﺎﺋﻞ :ﺇﺫ ﺑﺈﻣﻜﺎﻥ ﺍﳌﺮﺳﻞ ﺃﻥ ﻳﻘﻮﻡ ﺑﺈﺭﺳﺎﻝ ﰲ ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﻳﺮﻳﺪﻩ ،ﻭﻻ ﻳﺘﻄﻠﺐ ﻫﺬﺍ
ﺍﻷﻣﺮ ﺑﺎﻟﻀﺮﻭﺭﺓ ﺣﻀﻮﺭ ﺍﳌﺮﺳﻞ ﺣﻴﻨﻬﺎ ﻓﻌﻤﻠﻴﺔ ﺍﳌﺮﺍﺳﻠﺔ ﺗﺘﻢ ﺑﻄﺮﻳﻘﺔ ﺁﻟﻴﺔ.
-ﺍﻟﺴﺮﻋﺔ ﺍﻟﻼﻣﺘﻨﺎﻫﻴﺔ ﰲ ﺇﺭﺳﺎﻝ ﻭﺍﺳﺘﻘﺒﺎﻝ ﺍﻟﺮﺳﺎﺋﻞ ﺇﺫ ﻻ ﻳﺴﺘﻐﺮﻕ ﺍﻷﻣﺮ ﺳﻮﻯ ﺑﻌﺾ ﺍﻟﺜﻮﺍﻥ .
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-ﳏﻤﺪ ﺍﻟﻄﻴﺐ ﺯﺍﻭﻱ :ﺍﻹﻋﻼﻡ ﺍﻹﺳﻼﻣﻲ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﳌﻌﺎﺻﺮ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔﻭ ﺍﻹﻋﻼﻡ،
ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2004،ﻏﲑ ﻣﻨﺸﻮﺭﺓ ،ﺹ 195
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-ﻳﻌﻤﻞ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻋﻠﻰ ﺗﻮﻓﲑ ﺇﻣﻜﺎﻧﻴﺔ ﻧﻘﻞ ﺍﳌﻠﻔﺎﺕ ﺇﱃ ﺍﻟﺸﺨﺺ ﺍﳌﺮﺳﻞ ﺇﻟﻴﻪ ،ﻭﻳﺸﺠﻊ ﻋﻠﻰ ﺫﻟﻚ ﺳﻌﺔ ﻋﻠﺒﺔ
ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻭﺍﻟﺘﻜﻠﻔﺔ ﺍﻟﺰﻫﻴﺪﺓ ﳍﺬﻩ ﺍﳋﺪﻣﺔ .
-3ﺃﺳﺎﻟﻴﺐ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ:
ﻫﻨﺎﻙ ﻋﺪﺓ ﺃﺳﺎﻟﻴﺐ ﻻﺳﺘﺨﺪﺍﻡ ﻫﺬﻩ ﺍﻷﺩﺍﺓ ﺍﻟﺘﺮﻭﳚﻴﺔ ﻭﺃﳘﻬﺎ :
ﺃ(ﺍﻻﺳﺘﻌﺎﻧﺔ ﲟﻮﺍﻗﻊ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﺎﱐ :ﺣﻴﺚ ﻳﻘﻮﻡ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺑﺪﻓﻊ ﻣﻘﺎﺑﻞ ﻣﺎﺩﻱ ﻧﻈﲑ ﺇﺭﺳﺎﻝ ﺃﲰﺎﺀ
ﺍﳌﺴﺘﺨﺪﻣﲔ ﻭﻋﻨﺎﻭﻳﻦ ﺑﺮﻳﺪﻫﻢ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺇﱃ ﻗﺎﻋﺪﺓ ﺑﻴﺎﻧﺎﺕ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳌﻌﻠﻦ ،ﺣﻴﺚ ﻳﻘﻮﻡ ﻫﺆﻻﺀ ﺍﳌﺴﺘﺨﺪﻣﲔ ﻟﻠﱪﻳﺪ
ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﺎﱐ ﺃﺛﻨﺎﺀ ﺇﻧﺸﺎﺋﻬﻢ ﻟﻠﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺑﺎﻟﺘﺄﺷﲑ ﺃﻣﺎﻡ ﺍﻻﻫﺘﻤﺎﻣﺎﺕ ﺍﻟﺮﺋﻴﺴﻴﺔ ﻭﺍﻟﻔﺮﻋﻴﺔ ﺍﻟﱵ ﲣﺼﻪ ﺿﻤﻦ ﻗﺎﺋﻤﺔ
ﺍﻻﻫﺘﻤﺎﻣﺎﺕ" ،ﲡﺪﺭ ﺍﻹﺷﺎﺭﺓ ﺇﱃ ﺃﻥ ﺍﳌﻮﺍﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﺍﻟﱵ ﺗﻘﺪﻡ ﺧﺪﻣﺎﺕ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﺎﱐ ﺗﻐﻄﻲ ﻧﻔﻘﺎﺎ ﻋﻠﻰ ﺍﻟﻮﺟﻪ
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ﺍﻟﻜﺒﲑ ﻣﻦ ﺍﻹﻋﻼﻧﺎﺕ"
ﺏ(ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻛﻮﺍﺳﻄﺔ :ﺣﻴﺚ ﻳﻘﻮﻡ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺑﺈﺟﺮﺍﺀ ﺍﺗﺼﺎﻻﺗﻪ ﻣﻊ ﺍﻟﺰﺑﺎﺋﻦ ﺍﳊﺎﻟﻴﲔ ﻭﺍﻟﻌﻤﻼﺀ
ﺍﻟﺪﺍﺋﻤﲔ ﻣﻦ ﺧﻼﻝ ﺑﺮﻳﺪﻩ ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﲝﻴﺚ ﻳﻜﻮﻥ ﻋﻠﻰ ﺍﺗﺼﺎﻝ ﺩﺍﺋﻢ ﻣﻌﻬﻢ ﻭﻳﻠﱯ ﻃﻠﺒﺎﻢ ﻭﻳﺘﻔﺎﻋﻞ ﻣﻌﻬﻢ ﺑﺼﻔﺔ ﺩﺍﺋﻤﺔ ﻋﻦ
ﻃﺮﻳﻖ ﻫﺬﻩ ﺍﻟﻮﺳﻴﻠﺔ .
ﺝ(ﺍﺳﺘﺨﺪﺍﻡ ﺍﻷﻧﺸﻄﺔ ﺍﻟﺘﺮﻭﳚﻴﺔ :ﲝﻴﺚ ﻳﻘﻮﻡ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺑﺘﻨﻈﻴﻢ ﺃﻧﺸﻄﺔ ﺗﺮﻭﳚﻴﺔ )ﻣﺴﺎﺑﻘﺎﺕ ،ﺍﺳﺘﻔﺘﺎﺀﺍﺕ ( ﺗﺴﺘﻬﺪﻑ
ﺑﺎﻟﺪﺭﺟﺔ ﺍﻷﻭﱃ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﻋﻤﻼﺀ ﺟﺪﺩ ) ﺃﲰﺎﺋﻬﻢ ،ﻋﻨﺎﻭﻳﻨﻬﻢ ،ﺍﻫﺘﻤﺎﻣﺎﻢ (...ﲝﻴﺚ ﻳﺴﺘﻔﻴﺪ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻣﻦ
ﺍﻟﻌﻨﺎﻭﻳﻦ ﳌﺮﺍﺳﻠﺘﻬﻢ ﺑﺎﻋﺘﺒﺎﺭﻫﻢ ﻋﻤﻼﺀ ﳏﺘﻤﻠﲔ ﻟﻠﻤﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ.
ﺩ( ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﺴﻮﻳﻖ ﻣﻦ ﻃﺮﻑ ﺇﱃ ﺁﺧﺮ) 2 :(ONE - TO -ONEﻭﺭﺩﺕ ﻋﺪﺓ ﺗﺴﻤﻴﺎﺕ ﳍﺬﺍ ﺍﻟﻨﻮﻉ ﻣﻦ ﺍﻟﺘﺴﻮﻳﻖ
ﻭﻣﻦ ﺑﲔ ﺍﻟﺘﺴﻤﻴﺎﺕ ﻣﺎ ﻳﻄﻠﻖ ﻋﻠﻴﻪ ﺍﻟﺪﻛﺘﻮﺭ ﳏﻤﺪ ﻃﺎﻫﺮ ﻧﺼﲑ ﺑـ"ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻮﳘﻲ"3ﻭﻳﻮﺭﺩ ﰲ ﻫﺬﺍ ﺍﻟﺼﺪﺩ ﻣﺜﺎﻻ "ﺑﺪﺃﺕ
ﻫﻮﺕ ﻣﻴﻞ ﲟﻴﺰﺍﻧﻴﺔ ﺗﺮﻭﻳﺞ ﺗﻘﺪﺭ ﺑـ50.000ﺩﻭﻻﺭ ﻓﻘﻂ )ﻣﻘﺎﺭﻧﺔ ﺑـ 50ﺇﱃ 100ﻣﻠﻴﻮﻥ ﺩﻭﻻﺭ ﻣﻄﻠﻮﺑﺔ ﻟﻄﺮﺡ ﻣﺎﺭﻛﺔ
ﺧﺎﺭﺝ ﺍﻻﻧﺘﺮﻧﺖ( ،ﻓﻘﺪ ﻗﺎﻣﺖ ﺍﻟﺸﺮﻛﺔ ﺑﺈﺭﺳﺎﻝ ﺑﺮﻳﺪ ﺇﻟﻜﺘﺮﻭﱐ ﲣﱪ ﺍﻟﻨﺎﺱ ﻓﻴﻪ ﻋﻦ ﺧﺪﻣﺔ ﺑﺮﻳﺪ ﺇﻟﻜﺘﺮﻭﱐ ﻳﻌﺘﻤﺪ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ
ﻭﺧﻼﻝ ﺳﻨﺔ ﺳﺠﻞ ﻟﻠﺸﺮﻛﺔ ﻣﻠﻴﻮﻥ ﻣﺴﺘﺨﺪﻡ ،ﻭﺑﻌﺪ ﺍﻟﻄﺮﺡ ﳌﺪﺓ 18ﺷﻬﺮﺍ،ﻛﺎﻥ ﻟﺪﻳﻬﺎ 12ﻣﻠﻴﻮﻥ ﻣﺸﺘﺮﻙ ﻭﻗﺎﻣﺖ
ﻣﺎﻳﻜﺮﻭﺳﻮﻓﺖ ﺑﺎﻣﺘﻼﻙ ﺍﻟﺸﺮﻛﺔ ﻣﻘﺎﺑﻞ 400ﻣﻠﻴﻮﻥ ﺩﻭﻻﺭ" 4ﻳﻌﺘﱪ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﻣﻦ ﺍﻟﻮﺳﺎﺋﻞ ﺍﳌﺘﻤﻴﺰﺓ ﰲ ﺍﻟﺘﺮﻭﻳﺞ ،ﻓﻌﻤﻠﻴﺔ
ﺇﺭﺳﺎﻝ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ ﺗﻜﻮﻥ ﻣﻦ ﺧﻼﻝ ﳕﺎﺫﺝ ﺧﺎﺻﺔ ﻣﻮﺟﻮﺩﺓ ﰲ ﻣﻮﻗﻊ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭﲣﺎﻃﺐ ﺍﻟﻌﻤﻼﺀ ﺍﳊﺎﻟﻴﲔ
ﺍﻟﺬﻳﻦ ﺩﺧﻠﻮﺍ ﻣﻮﻗﻊ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻭﺍﻗﺘﻨﻌﻮﺍ ﲟﻨﺘﺠﺎﺗﻪ ﺑﺄﻥ ﻳﻘﻮﻣﻮﺍ ﺑﺈﺭﺳﺎﻝ ﺭﺳﺎﺋﻞ ﺇﱃ ﺃﺻﺪﻗﺎﺋﻬﻢ ﻭﻣﻌﺎﺭﻓﻬﻢ ﻹﻋﻼﻣﻬﻢ
ﻭﺗﻌﺮﻳﻔﻬﻢ ﺬﺍ ﺍﳌﻮﻗﻊ ﻭﻣﻨﺘﺠﺎﺗﻪ ﻭﻳﺒﺪﻭ ﻫﺬﺍ ﺍﻷﺳﻠﻮﺏ ﻣﻦ ﺍﻷﺳﺎﻟﻴﺐ ﺍﺪﻳﺔ ﻛﺜﲑﺍ ﻟﻠﻤﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﰲ ﺣﺎﻝ ﲝﺜﻪ ﻋﻦ ﺯﺑﺎﺋﻦ
ﺟﺪﺩ ﺑﺎﻋﺘﺒﺎﺭ ﺃﻥ ﺍﻟﺸﺨﺺ ﺍﻟﺬﻱ ﻳﺮﺳﻞ ﺭﺳﺎﻟﺔ ﺗﺴﺘﻬﺪﻑ ﺑﺎﻷﺳﺎﺱ ﺷﺨﺼﺎ ﻣﻌﺮﻭﻓﺎ ﻟﺪﻳﻪ ،ﻭﻣﻦ ﰒ ﺳﻴﻀﻤﻦ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ
ﺃﻥ ﺍﻟﻄﺮﻑ ﺍﻵﺧﺮ ﺳﻴﻔﺘﺢ ﺍﻟﺮﺳﺎﻟﺔ ﻭﻳﻬﺘﻢ ﺎ ﻷﺎ ﺭﺳﺎﻟﺔ ﻣﻦ ﺷﺨﺺ ﻣﻌﺮﻭﻑ ﻭﻣﻦ ﺟﻬﺔ ﺃﺧﺮﻯ ﻓﺈﻥ ﺍﳌﺮﺳﻞ ﻟﻦ ﻳﺮﺳﻞ ﺍﻟﺮﺳﺎﻟﺔ
- 1ﻳﻮﺳﻒ ﺃﺑﻮ ﻓﺄﺭﺓ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﻭﺍﺋﻞ ،2004 ،ﺹ298
- 2ﺑﺸﲑ ﺍﻟﻌﻼﻕ :ﺍﳋﺪﻣﺎﺕ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﲔ ﺍﻟﻨﻈﺮﻳﺔ ﻭﺍﻟﺘﻄﺒﻴﻖ ،ﺍﻟﻘﺎﻫﺮﺓ ،ﺩﺍﻳﻨﻤﻚ ﻟﻠﻄﺒﺎﻋﺔ،2004 ،ﺹ 38
- 3ﳏﻤﺪ ﻃﺎﻫﺮ ﻧﺼﲑ :ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ ،ﺹ388
- 4ﳏﻤﺪ ﻃﺎﻫﺮ ﻧﺼﲑ :ﺍﳌﺮﺟﻊ ﺍﻟﺴﺎﺑﻖ ،ﺹ388
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ﺇﻻ ﺇﱃ ﺍﻷﺻﺪﻗﺎﺀ ﻭﺍﻷﻗﺎﺭﺏ ﺍﳌﻬﺘﻤﲔ ﺬﺍ ﺍﳌﻮﺿﻮﻉ ﻓﻬﻮ ﻳﻌﺮﻑ ﺍﻫﺘﻤﺎﻣﺎﻢ )ﺃﻛﺜﺮ ﳑﺎ ﻳﻌﺮﻑ ﻋﻨﻬﻢ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺑﻜﺜﲑ(
ﻭﺑﺬﻟﻚ ﺳﻴﻀﻤﻦ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻭﺻﻮﻝ ﺭﺳﺎﺋﻠﻪ ﺇﱃ ﻋﺪﺩ ﻣﻦ ﺍﻟﻌﻤﻼﺀ ﺍﻟﺬﻳﻦ ﺗﻘﻊ ﺍﻫﺘﻤﺎﻣﺎﻢ ﰲ ﺩﺍﺋﺮﺓ ﺍﻫﺘﻤﺎﻣﺎﺕ ﺍﳌﻮﻗﻊ
ﺍﻻﻟﻜﺘﺮﻭﱐ .
-4ﺿﻮﺍﺑﻂ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ:
-ﻋﺪﻡ ﺍﳌﺮﺍﺳﻠﺔ ﺍﻟﻌﺸﻮﺍﺋﻴﺔ :ﰲ ﺍﻟﻜﺜﲑ ﻣﻦ ﺍﻷﺣﻴﺎﻥ ﻻ ﲢﻘﻖ ﺍﳌﺮﺍﺳﻠﺔ ﺍﻟﻌﺸﻮﺍﺋﻴﺔ ﺍﻟﱵ ﻗﺪ ﺗﻨﺘﻬﺠﻬﺎ ﺑﻌﺾ ﺍﳌﻨﻈﻤﺎﺕ
ﺍﻟﻨﺘﺎﺋﺞ ﺍﳌﺮﺟﻮﺓ ،ﺇﺫ ﺗﻘﻮﻡ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﻣﻨﻈﻤﺎﺕ ﺍﻷﻋﻤﺎﻝ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﺎﳊﺼﻮﻝ ﻋﻠﻰ ﻗﻮﺍﺋﻢ ﺑﺮﻳﺪ ﺇﻟﻜﺘﺮﻭﱐ ﳌﺮﺍﺳﻠﺔ ﺃﺻﺤﺎﺎ
ﺩﻭﻥ ﺃﻥ ﺗﻌﺮﻑ ﻣﺪﻯ ﺍﻫﺘﻤﺎﻣﻬﻢ ﲟﻮﻗﻌﻬﺎ ﻭﺑﻄﺒﻴﻌﺔ ﺳﻠﻌﻬﺎ ﻭﺧﺪﻣﺎﺎ ،ﻭﺍﻟﻜﺜﲑ ﻣﻦ ﻫﺆﻻﺀ ﺍﻟﺬﻳﻦ ﻳﺘﻠﻘﻮﻥ ﻫﺬﻩ ﺍﻟﺮﺳﺎﺋﻞ ﻻ ﻳﻘﻮﻣﻮﻥ
ﺑﻔﺘﺤﻬﺎ ﺑﻞ ﻳﻘﻮﻣﻮﻥ ﲝﺬﻓﻬﺎ ﻓﻮﺭﺍ ﻭﺩﻭﻥ ﺗﺮﺩﺩ ،ﻭﻳﻜﻮﻥ ﺭﺩ ﻓﻌﻠﻬﻢ ﻫﺬﺍ ﻧﺎﺑﻌﺎ ﻣﻦ ﺷﻌﻮﺭﻫﻢ ﺃﻥ ﻫﺬﻩ ﺍﻟﺮﺳﺎﺋﻞ ﺷﻜﻞ ﻣﻦ ﺃﺷﻜﺎﻝ
ﺍﻟﺘﻄﻔﻞ ،ﻭﻫﺬﻩ ﺍﻟﺮﺳﺎﺋﻞ ﻻ ﺗﺴﺘﻄﻴﻊ ﲢﻘﻴﻖ ﺍﻟﺘﻔﺎﻋﻞ ﻭﻻ ﺗﻨﺠﺢ ﰲ ﺑﻨﺎﺀ ﻣﺮﺍﺳﻼﺕ ﺫﺍﺕ ﺟﺪﻭﻯ ﺑﲔ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ
ﻭﺍﳉﻤﻬﻮﺭ.
-ﺍﺳﺘﺨﺪﺍﻡ ﻛﻠﻤﺔ /ﻛﻠﻤﺎﺕ ﳐﺘﺼﺮﺓ ﰲ ﺧﺎﻧﺔ ﺍﳌﻮﺿﻮﻉ ﺗﻌﱪ ﻋﻦ ﺟﻮﻫﺮ ﺍﻟﺮﺳﺎﻟﺔ :ﻋﻨﺪ ﺇﺭﺳﺎﻝ ﺃﻳﺔ ﺭﺳﺎﻟﺔ ﻋﱪ ﺍﻟﱪﻳﺪ
ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﻓﺈﻧﻪ ﻳﻨﺒﻐﻲ ﲢﺪﻳﺪ ﻣﻮﺿﻮﻉ ﻫﺬﻩ ﺍﻟﺮﺳﺎﻟﺔ ﰲ ﺧﺎﻧﺔ ﺍﳌﻮﺿﻮﻉ ،ﻭﻫﻨﺎ ﻳﻨﺒﻐﻲ ﺃﻥ ﻳﻜﻮﻥ ﻫﺬﺍ ﺍﻟﺘﺤﺪﻳﺪ ﺩﻗﻴﻘﺎ ﲝﻴﺚ ﻳﻌﱪ
ﻋﻦ ﺟﻮﻫﺮ ﺍﻟﺮﺳﺎﻟﺔ ﻭﻟﻴﺲ ﳎﺮﺩ ﻛﻠﻤﺎﺕ ﺑﺮﺍﻗﺔ ﻻ ﲤﺖ ﻟﻠﻤﻮﺿﻮﻉ ﺑﺼﻠﺔ ﻫﺬﺍ ﻣﻦ ﺟﻬﺔ ،ﻭﻣﻦ ﺟﻬﺔ ﺃﺧﺮﻯ ﳚﺐ ﺃﻥ ﻳﻜﻮﻥ
ﻋﻨﻮﺍﻧﺎ ﺟﺬﺍﺑﺎ ﻳﺪﻓﻊ ﺍﳌﺮﺳﻞ ﺇﻟﻴﻪ ﻟﻘﺮﺍﺀﺗﻪ ﺣﻴﺚ ﺃﻥ ﺟﺎﺫﺑﻴﺔ ﺍﻟﺮﺳﺎﻟﺔ ﻭﺻﺪﻗﻬﺎ ﻳﺪﻓﻊ ﺍﻟﻘﺎﺭﺉ ) ﺍﻟﺰﺑﻮﻥ ﺍﳊﺎﱄ ﻭﺍﶈﺘﻤﻞ ( ﻟﻔﺘﺢ ﻫﺬﻩ
ﺍﻟﺮﺳﺎﻟﺔ ﻭﺍﻟﺘﻔﺎﻋﻞ ﻣﻌﻬﺎ ﺑﺼﻮﺭﺓ ﺍﳚﺎﺑﻴﺔ.
-ﺗﻨﻈﻴﻢ ﻋﻤﻠﻴﺔ ﺍﳌﺮﺍﺳﻠﺔ ﻋﻠﻰ ﻣﺮﺍﺣﻞ ﺯﻣﻨﻴﺔ ﳐﻄﻄﺔ :ﻟﻜﻞ ﻣﻮﻗﻊ ﻭﻳﺐ ﻃﺎﻗﺔ ﺍﺳﺘﻴﻌﺎﺑﻴﺔ ﳏﺪﻭﺩﺓ ﰲ ﺍﺳﺘﻘﺒﺎﻝ
ﺍﳌﺴﺘﺨﺪﻣﲔ ﺍﻟﺬﻳﻦ ﻳﺪﺧﻠﻮﻥ ﺇﱃ ﻫﺬﺍ ﺍﳌﻮﻗﻊ ﰲ ﻧﻔﺲ ﺍﻟﻮﻗﺖ ،ﻭﻋﺪﻡ ﺍﺣﺘﺮﺍﻡ ﻫﺬﻩ ﺍﻟﻄﺎﻗﺔ ﻳﺆﺩﻱ ﺇﱃ ﺣﺼﻮﻝ ﺍﻟﺰﻭﺍﺭ ﻋﻠﻰ
ﺭﺳﺎﺋﻞ ﺧﺎﻃﺌﺔ ﻣﺜﻞ :ﻻ ﳝﻜﻦ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﻫﺬﺍ ﺍﳌﻮﻗﻊ ،ﻫﺬﺍ ﺍﳌﻮﻗﻊ ﻏﲑ ﻣﺘﻮﻓﺮ ﺣﺎﻟﻴﺎ ،ﻻ ﳝﻜﻦ ﻓﺘﺢ ﺍﳌﻮﻗﻊ ،ﺇﻥ ﻫﺬﺍ ﺍﻟﻮﺍﻗﻊ
ﻳﻔﺮﺽ ﻋﻠﻰ ﺍﳌﻨﻈﻤﺎﺕ ﺗﻨﻈﻴﻢ ﻋﻤﻠﻴﺎﺕ ﻣﺮﺍﺳﻼﺎ ﻣﻊ ﺯﺑﺎﺋﻨﻬﺎ ) ﺍﳊﺎﻟﻴﲔ ﻭﺍﳌﺮﺗﻘﺒﲔ (ﲝﻴﺚ ﺗﺒﺎﻋﺪ ﰲ ﻋﻤﻠﻴﺔ ﺗﻮﺟﻴﻪ ﺍﻟﺮﺳﺎﺋﻞ
ﺇﻟﻴﻬﻢ ﺯﻣﻨﻴﺎ ﺣﱴ ﻻ ﺗﺄﰐ ﺭﺩﻭﺩﻫﻢ ﻭﳏﺎﻭﻟﺔ ﺩﺧﻮﳍﻢ ﺇﱃ ﻣﻮﻗﻊ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﰲ ﻭﻗﺖ ﻭﺍﺣﺪ.
-ﺗﻀﻤﲔ ﺍﻟﺮﺳﺎﻟﺔ ﳌﻌﻠﻮﻣﺎﺕ ﺧﺎﺻﺔ ﺑﺎﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ :ﻳﻀﻢ ﺍﺳﻢ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻭﻋﻨﻮﺍﻥ ﻣﻜﺘﺒﻪ ﺇﻥ ﻭﺟﺪ ،ﻭﺃﺭﻗﺎﻡ
ﺍﳍﺎﺗﻒ ﻭﺍﻟﻔﺎﻛﺲ...ﻭﳝﻜﻦ ﺃﻥ ﺗﻈﻬﺮ ﻫﺬﻩ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺑﺼﻮﺭﺓ ﺗﻠﻘﺎﺋﻴﺔ ﰲ ﺎﻳﺔ ﻛﻞ ﺭﺳﺎﻟﺔ ﻋﻠﻰ ﺷﻜﻞ ﺗﻮﻗﻴﻊ.
www.veecos.net
-ﻣﺮﺟﻌﻴﺔ ﻭﺷﻬﺮﺓ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،ﻭﻛﻮﺎ ﺃﺩﺍﺓ ﺭﺋﻴﺴﻴﺔ ﻟﻠﺒﺤﺚ ﻋﱪ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﺳﻮﺍﺀ ﻣﻦ ﺧﻼﻝ ﺗﻘﺪﳝﻬﺎ
ﲞﺪﻣﺔ ﺍﻟﺒﺤﺚ ﻭﺍﻟﻔﻬﺮﺳﺔ ﻭﻟﻘﻴﺎﻣﻬﺎ ﲞﺪﻣﺎﺕ ﺃﺧﺮﻯ.
-1ﺗﻌﺮﻳﻒ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ :ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻧﻌﲏ ﺑﻪ ﺍﺳﺘﺨﺪﺍﻡ ﻫﺬﻩ ﺍﻷﺧﲑﺓ
ﻷﻏﺮﺍﺽ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻋﻦ ﻃﺮﻳﻖ ﻴﺌﺔ ﺻﻔﺤﺎﺕ ﺍﳌﻮﻗﻊ ﻟﻴﺘﻼﺀﻡ ﻣﻊ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﻟﱵ ﺗﻘﻮﻡ ﺎ ﻫﺬﻩ ﺍﶈﺮﻛﺎﺕ ﻣﻦ
ﺃﺟﻞ ﺗﻘﻴﻴﻢ ﺍﳌﻮﺍﻗﻊ ،ﻭﺗﺮﺗﻴﺒﻬﺎ ﺃﺛﻨﺎﺀ ﻗﻴﺎﻡ ﺍﳉﻤﻬﻮﺭ ﺑﺎﻟﺒﺤﺚ ﰲ ﻫﺬﻩ ﺍﶈﺮﻛﺎﺕ ،ﻓﻘﺪ ﺃﻛﺪ ﺍﻷﺳﺘﺎﺫ ﺳﺎﻣﻲ ﳏﻤﺪ" ﺃﻥ %85ﻣﻦ
ﻣﺘﺼﻔﺤﻲ ﺍﻻﻧﺘﺮﻧﺖ ﻳﻌﺘﻤﺪﻭﻥ ﻋﻠﻰ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻟﻠﻮﺻﻮﻝ ﺇﱃ ﻣﺎ ﻳﺒﺤﺜﻮﻥ ﻋﻨﻪ ،ﻭﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻫﻲ ﻋﺒﺎﺭﺓ ﻫﻲ ﻣﻮﺍﻗﻊ
ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﺘﻢ ﺑﻔﻬﺮﺳﺔ ﺍﳌﻮﺍﻗﻊ ﺑﻄﺮﻳﻘﺔ ﻋﻤﻠﻴﺔ ﻳﺴﻬﻞ ﻣﻌﻬﺎ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﻫﺬﻩ ﺍﳌﻮﺍﻗﻊ ،ﻣﻦ ﺧﻼﻝ ﻣﺎ ﻳﻌﺮﻑ
ﺑﺎﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ ﺃﻭ ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﺪﻟﻴﻠﻴﺔ.
ﻭﺗﻌﺘﻤﺪ ﻫﺬﻩ ﺍﳌﻮﺍﻗﻊ ﰲ ﻋﻤﻠﻴﺎﺕ ﺍﻟﻔﻬﺮﺳﺔ ﺍﻟﱵ ﺗﻘﻮﻡ ﺎ ﻋﻠﻰ ﺑﺮﳎﻴﺎﺕ ﺗﻌﺮﻑ ﺑﺎﻟـ Spidersﺃﻭ Robotsﺃﻭ
Crawlersﻭﻫﻲ ﺑﺮﳎﻴﺎﺕ ﺗﻌﻤﻞ ﺑﻄﺮﻳﻘﺔ ﺁﻟﻴﺔ ﺣﻴﺚ ﲡﻮﺏ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﲝﺜﹰﺎ ﻋﻦ ﺍﳌﻮﺍﻗﻊ ﻟﺘﻘﻮﻡ ﻓﻴﻤﺎ ﺑﻌﺪ ﺑﻔﻬﺮﺳﺘﻬﺎ
ﻭﺗﺼﻨﻴﻔﻬﺎ ﻭﻓﻘﹰﺎ ﻟﻌﺪﺓ ﺧﻮﺍﺭﺯﻣﻴﺎﺕ ﺃﺧﺮﻯ ﻣﺼﻤﻤﺔ ﺧﺼﻴﺼﹰﺎ ﳍﺬﺍ ﺍﻟﻐﺮﺽ ،ﻫﺬﻩ ﺍﳋﻮﺍﺭﺯﻣﻴﺎﺕ ﻫﻲ ﺍﳌﺴﺌﻮﻟﺔ ﺑﺼﻮﺭﺓ ﻣﺒﺎﺷﺮﺓ ﻋﻦ
1
ﺗﻘﺪﻳﺮ ﺃﳘﻴﺔ ﺍﳌﻮﺍﻗﻊ ﻭﺗﺮﺗﻴﺐ ﻋﺮﺿﻬﺎ ﰲ ﺻﻔﺤﺔ ﻧﺘﺎﺋﺞ ﺍﻟﺒﺤﺚ"
ﻭﻣﻦ ﺃﻫﻢ ﺍﳌﻌﻄﻴﺎﺕ ﺍﻟﱵ ﺗﻘﻴﻤﻬﺎ ﻫﺬﻩ ﺍﳋﻮﺍﺭﺯﻣﻴﺎﺕ ﺣﺴﺐ ﺍﻷﺳﺘﺎﺫ ﺳﺎﻣﻲ ﳏﻤﺪ ﻫﻲ" :
ﻛﺜﺎﻓﺔ ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ •
ﻧﻮﻉ ﺍﶈﺘﻮﻯ ﻭﻣﺪﻯ ﺗﻔﺮﺩﻩ ﻭﻋﺪﻡ ﺗﻜﺮﺍﺭﻩ ﰲ ﻣﻮﺍﻗﻊ ﺃﺧﺮﻯ ﺃﻭ ﰲ ﻧﻔﺲ ﺍﳌﻮﻗﻊ ﻣﻦ ﺟﻬﺔ ﻭﻛﺜﺎﻓﺔ ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ ﻭ •
ﻋﺪﺩ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﺗﺸﲑ ﺃﻭ ﺗﺮﺗﺒﻂ ﺬﺍ ﺍﳌﻮﻗﻊ ﻭﻧﻮﻉ ﳏﺘﻮﻯ ﻫﺬﻩ ﺍﳌﻮﺍﻗﻊ. •
ﺧﻠﻮ ﺍﳌﻮﻗﻊ ﻣﻦ ﺃﻱ ﺃﺧﻄﺎﺀ ﰲ ﺍﻟﺘﺼﻤﻴﻢ ،ﺃﻭ ﰲ ﻛﺘﺎﺑﺔ ﺷﻔﺮﺓ HTMLﺃﻭ ﺃﺧﻄﺎﺀ ﰲ ﻋﻤﻠﻴﺔ ﺭﺑﻂ ﺍﻟﺼﻔﺤﺎﺕ ﺑﻌﻀﻬﺎ •
ﺍﻟﺒﻌﺾ.
ﺍﺣﺘﻮﺍﺀ ﺍﳌﻮﻗﻊ ﻋﻠﻰ ﺻﻔﺤﺎﺕ ﺳﺎﻛﻨﺔ Static HTML Pagesﺃﻭ ﺻﻔﺤﺎﺕ ﺩﻳﻨﺎﻣﻴﻜﻴﺔ Dynamic Web •
ﻛﻞ ﻫﺬﻩ ﺍﻟﻌﻮﺍﻣﻞ ﻭﻏﲑﻫﺎ ﺗﻘﺎﺱ ﻣﻦ ﻃﺮﻑ ﺑﺮﺍﻣﺞ ﻟﺘﻘﺪﱘ ﺃﻓﻀﻞ ﺍﻟﻨﺘﺎﺋﺞ ﰲ ﻋﻤﻠﻴﺔ ﺍﻟﺒﺤﺚ ،ﻭﻟﻌﻞ ﺩﻗﺔ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺎﺕ
ﻭﺗﻌﻘﻴﺪﻫﺎ ﻫﻮ ﺍﻟﺬﻱ ﳛﻜﻢ ﰲ ﺍﳊﻘﻴﻘﺔ ﻋﻠﻰ ﻛﻔﺎﺀﺓ ﺃﺩﺍﺀ ﺃﻱ ﳏﺮﻙ ﲝﺚ ﻭﳒﺎﺣﻪ ﰲ ﻛﺴﺐ ﺛﻘﺔ ﺍﻟﺒﺎﺣﺜﲔ ،ﻭﻫﻲ ﻛﺬﻟﻚ ﻧﻔﺲ
ﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﱵ ﲤﻴﺰ ﳏﺮﻙ ﲝﺚ ﻋﻦ ﺁﺧﺮ.
-1ﺳﺎﻣﻲ ﳏﻤﺪ :ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺃﺭﺑﻊ ﻃﺮﻕ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺃﻛﱪ ﻋﺪﺩ ﻣﻦ ﺍﻟﺰﻭﺍﺭ" "http://www.e-marketips.comﺯﻳﺎﺭﺓ ﻳﻮﻡ 16ﻧﻮﻓﻤﱪ ،2008ﺍﻟﺴﺎﻋﺔ 15:14
- 2ﺳﺎﻣﻲ ﳏﻤﺪ :ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺃﺭﺑﻊ ﻃﺮﻕ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺃﻛﱪ ﻋﺪﺩ ﻣﻦ ﺍﻟﺰﻭﺍﺭ" "http://www.e-marketips.comﺯﻳﺎﺭﺓ ﻳﻮﻡ 16ﻧﻮﻓﻤﱪ ،2008ﺍﻟﺴﺎﻋﺔ 15:14
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- 2ﺃﳘﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ :ﻟﻘﺪ ﺃﺑﺮﺯﺕ ﺩﺭﺍﺳﺔ ﻧﺸﺮﺕ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﺍﳌﻜﺎﻧﺔ ﺍﻟﻜﺒﲑﺓ ﳍﺬﻩ ﺍﶈﺮﻛﺎﺕ،
ﻭﻣﻦ ﺃﻫﻢ ﻣﺎﺟﺎﺀﺕ ﺑﻪ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ " ﺃﻥ % 81ﻣﻦ ﻣﺘﺼﻔﺤﻲ ﺍﻻﻧﺘﺮﻧﺖ ﻋﺎﻡ 2006ﻭﺟﺪﻭﺍ ﻣﺎ ﻳﺮﻳﺪﻭﻧﻪ ﺑﺄﻓﻀﻞ ﻃﺮﻳﻘﺔ
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ﻋﻦ ﻃﺮﻳﻖ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،ﺑﻌﺪ ﺗﻨﻔﻴﺬ ﻋﻤﻠﻴﺔ ﲝﺚ %41ﻣﻨﻬﻢ ﻳﻨﻈﺮ ﻓﻘﻂ ﺇﱃ ﺃﻭﻝ 5ﻧﺘﺎﺋﺞ ﲝﺚ".
ﻫﺬﻩ ﺍﻹﺣﺼﺎﺋﻴﺔ ﺟﺎﺀﺕ ﻟﺘﺆﻛﺪ ﺃﳘﻴﺔ ﺃﻥ ﺣﺼﻮﻝ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻋﻠﻰ ﺍﳌﺮﺍﺗﺐ ﺍﻷﻭﱃ ﻭﺃﻥ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺑﻠﻐﺖ ﺇﱃ
ﺩﺭﺟﺔ ﻻ ﺑﺄﺱ ﺎ ﻣﻦ ﺍﻟﻜﻤﺎﻝ ،ﻛﻤﺎ ﺃﻛﺪﺕ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺃﳘﻴﺔ ﻣﻌﺮﻓﺔ ﻛﻴﻒ ﺍﻟﻨﺎﺱ ﺗﺒﺤﺚ ،ﻭ ﳍﺬﺍ ﻻﺑﺪ ﺃﻥ ﻳﺘﻢ ﺑﺎﺳﺘﻤﺮﺍﺭ
ﺇﺟﺮﺍﺀ ﻋﺪﺓ ﺃﲝﺎﺙ ﰲ ﻫﺬﺍ ﺍﺎﻝ .
ﻳﺆﺩﻱ ﺍﻟﺘﻮﺍﻓﻖ ﻣﻊ ﺧﻮﺍﺭﺯﻣﻴﺎﺕ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺇﱃ ﲢﺴﲔ ﻭﺯﻳﺎﺩﺓ ﻋﺪﺩ ﻭﻧﻮﻉ ﺍﻟﺰﺍﺋﺮﻳﻦ ﻟﻠﻤﻮﻗﻊ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻣﻦ ﺧﻼﻝ
ﲢﺴﲔ ﻭﺭﻓﻊ ﺗﺮﺗﻴﺐ ﻣﻮﻗﻌﻚ ﻣﻊ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻣﻦ ﺧﻼﻝ ﻋﻤﻠﻴﺎﺕ ﺣﺴﺎﺑﻴﺔ ﺧﻮﺍﺭﺯﻣﻴﺔ ﺪﻑ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺇﱃ ﺗﻨﻈﻴﻢ
ﺣﺮﻛﺔ ﺍﳌﺮﻭﺭ ﻋﻠﻰ ﺍﻟﺸﺒﻜﺔ ﺍﻟﻌﺎﳌﻴﺔ ﲟﻌﲎ ﺃﻥ ﻛﻠﻤﺎ ﻛﺎﻥ ﻣﻮﻗﻌﻚ ﻣﺘﻮﺍﻓﻘﺎ ﻣﻊ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺎﺕ -ﺍﻟﱵ ﻳﻘﻮﻡ ﺎ ﳏﺮﻙ ﺍﻟﺒﺤﺚ -
ﻛﺎﻧﺖ ﻓﺮﺻﺔ ﻣﺮﻭﺭﻩ ﺇﱃ ﺍﻟﻌﻤﻴﻞ ﺃﻓﻀﻞ ،ﻭﻫﻰ ﻋﻤﻠﻴﺔ ﺷﺒﻴﻬﺔ ﲟﺎ ﻳﻘﻮﻡ ﺑﻪ ﻣﻨﺪﻭﺏ ﺍﻟﺸﺮﻛﺔ ﺃﻭ ﺍﳌﺆﺳﺴﺔ ﻭﻟﻜﻦ ﺑﻄﺮﻳﻘﺔ ﺃﺳﺮﻉ
ﻭﺃﺳﻬﻞ ﻟﻠﺸﺮﻛﺔ ﻭﻟﻠﻌﻤﻴﻞ .ﻭﻫﻮ ﺃﺣﺪ ﺍﻟﻨﻘﺎﻁ ﺍﳍﺎﻣﺔ ﰲ ﺍﳋﻄﺔ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﰲ ﺍﻟﻌﺼﺮ ﺍﳊﺪﻳﺚ.
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ﺍﻟﺸﻜﻞ ):(6ﻃﺮﻳﻘﺔ ﻋﻤﻞ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ
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ﻭﺗﻘﻮﻡ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﻋﻠﻰ ﺍﻷﺳﺲ ﺍﻟﺜﻼﺙ ﻟﺒﻨﺎﺀ ﺃﻱ ﻣﻮﻗﻊ ﻳﺮﻏﺐ ﺻﺎﺣﺒﻪ ﰲ ﺍﻟﻮﺻﻮﻝ ﺑﻪ ﺇﱃ ﻣﺴﺘﻮﻯ ﻣﺘﻘﺪﻡ ﻣﻦ ﺧﻼﻝ
ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻭﻫﻲ ﻛﺎﻟﺘﺎﱄ:
.1ﺍﶈﺘﻮﻯ The Content
ﺍﶈﺘﻮﻯ ﻫﻮ ﻭﺻﻒ ﺍﻹﻃﺎﺭ ﺍﻟﻌﺎﻡ ﺍﻟﺬﻱ ﻳﺪﻭﺭ ﺣﻮﻟﻪ ﺍﳌﻮﻗﻊ ،ﺃﻭ ﺍﻷﺳﺎﺱ ﺍﻟﺬﻱ ﻳﺒﲎ ﻋﻠﻴﻪ ﺑﺎﻗﻲ ﺍﻟﻌﻨﺎﺻﺮ ﺍﳌﻬﻤﺔ ﰲ ﻋﻤﻠﻴﺔ
ﺍﻟﺘﺴﻮﻳﻖ،
ﻛﻤﺎ ﺇﻥ ﺑﻨﺎﺀ ﺃﻱ ﻣﻮﻗﻊ ﻳﻌﺘﻤﺪ ﺑﺎﻷﺳﺎﺱ ﻋﻠﻰ ﺍﳋﺪﻣﺔ ﺍﻟﱵ ﻳﺮﻏﺐ ﰲ ﺗﻘﺪﳝﻬﺎ ،ﻭﺑﻨﺎﺀً ﻋﻠﻰ ﻫﺬﺍ ﺍﻻﺧﺘﻴﺎﺭ ﳛﺪﺩ ﻧﻮﻉ ﺍﶈﺘﻮﻯ
ﺍﻟﺬﻱ ﺳﻮﻑ ﻳﻘﺪﻡ ﻟﻠﺘﻌﺮﻳﻒ ﺑﺎﻟﺴﻠﻌﺔ ﺃﻭ ﺍﳋﺪﻣﺔ ﺍﻟﱵ ﻧﻘﺪﻣﻬﺎ.
ﺇﺫﺍﹰ ،ﺍﶈﺘﻮﻯ ﰲ ﻫﺬﻩ ﺍﳊﺎﻟﺔ ﻫﻮ ﺍﻷﺩﺍﺓ ﺍﻟﱵ ﻳﻌﱪ ﺑﻪ ﻋﻦ ﺃﺩﻕ ﺗﻔﺎﺻﻴﻞ ﻭﻣﻮﺍﺻﻔﺎﺕ ﻣﺎ ﻧﺴﻮﻕ ﻟﻪ ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ،
ﻭﻃﺮﻳﻘﺔ ﺍﻟﺼﻴﺎﻏﺔ ﻟﻠﻤﺤﺘﻮﻯ ﲢﻜﻢ ﻋﻠﻰ ﺃﻫﺪﺍﻑ ﺍﳌﻮﻗﻊ ﺑﺎﻟﻨﺠﺎﺡ ﺃﻭ ﺍﻟﻔﺸﻞ ﻭﻫﺬﺍ ﻣﻦ ﺧﻼﻝ ﻣﺎﻳﻠﻲ:
• ﲢﺪﻳﺪ ﳎﺎﻝ ﺍﳌﻨﺘﺠﺎﺕ ،ﻣﺎ ﻫﻲ ﺍﻹﺿﺎﻓﺔ ﺃﻭ ﺍﻟﻔﺎﺋﺪﺓ ﺍﻟﱵ ﻳﻘﺪﻣﻪ ﺍﳌﻮﻗﻊ ﻟﺰﻭﺍﺭﻩ.
• ﲢﺪﻳﺪ ﻧﻮﻉ ﺍﳋﺪﻣﺔ ﺍﻟﱵ ﳛﺎﻭﻝ ﺗﻘﺪﳝﻬﺎ ﻭﺣﺼﺮﻫﺎ ﰲ ﺃﺿﻴﻖ ﻧﻄﺎﻕ ،ﻓﻜﻠﻤﺎ ﻛﺎﻥ ﺍﺎﻝ ﺍﻟﺬﻱ ﰎ ﺍﺧﺘﻴﺎﺭﻩ ﺃﻛﺜﺮ ﲢﺪﻳﺪﹰﺍ
ﻛﻠﻤﺎ ﻛﺎﻧﺖ ﻫﻨﺎﻙ ﻓﺮﺹ ﺃﻛﱪ ﻟﻠﻨﺠﺎﺡ ﰲ ﺍﻟﺒﻴﺌﺔ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ.
• ﺍﻟﺘﻤﻴﺰ ﻭﺍﻟﺘﻔﺮﺩ ﰲ ﺻﻴﺎﻏﺔ ﺍﶈﺘﻮﻯ ﺍﳋﺎﺹ ﺑﺎﳌﻮﻗﻊ.
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ﺩ( -ﺍﻻﻫﺘﻤﺎﻡ ﺑﻮﺿﻊ ﺷﻔﺮﺍﺕ Meta Tagsﰲ ﺃﻣﺎﻛﻨﻬﺎ ﻣﻊ ﺣﺴﻦ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﻭﻳﻘﺼﺪ ﺑﺸﻔﺮﺍﺕ Meta Tags
ﻣﺎﻳﻠﻲ ":ﻭﻫﻲ ﺗﻮﺳﻴﻤﺎﺕ ﲢﻤﻞ ﻣﻌﺎﱐ ﻣﻌﻴﻨﺔ ﻭﳏﺪﺩﺓ ﺗﻔﺴﺮ ﻣﻦ ﻗﺒﻞ ﻣﺘﺼﻔﺤﺎﺕ ﺍﻟﻮﻳﺐ ﺇﱃ ﺃﺷﻜﺎﻝ ﺃﻭ ﻧﺼﻮﺹ ﺫﺍﺕ ﺩﻻﻟﺔ
ﺧﺎﺻﺔ ،ﻭﺃﻭﻝ ﻣﺎ ﻳﺼﺎﺩﻓﻨﺎ ﰲ ﻫﺬﻩ ﺍﻟﺘﻮﺳﻴﻤﺎﺕ ﻫﻮ ﺗﻮﺳﻴﻢ ﺑﺪﺍﻳﺔ ﺻﻔﺤﺔ ﺍﻟﻮﻳﺐ1".
ﺗﻌﺪﺩ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻻﻧﺘﺮﻧﺖ ﰲ ﻋﻤﻞ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺣﻴﺚ ﺗﺘﺒﻮﺃ ﺍﻟﻴﻮﻡ ﻣﻜﺎﻧﺎ ﺑﺎﺭﺯﺍ ،ﺇﺫ ﺃﻥ ﻛﻞ ﺍﳌﺆﺳﺴﺎﺕ ﺍﻵﻥ ﺑﺪﺀًﺍ ﻣﻦ
ﻛﱪﻯ ﺍﻟﺸﺮﻛﺎﺕ ﺇﱃ ﺍﻟﺼﻐﲑﺓ ،ﺍﻟﺮﲝﻴﺔ ﻭﻏﲑ ﺍﻟﺮﲝﻴﺔ ﻣﻨﻬﺎ ﳍﺎ ﻣﻮﺍﻗﻊ ﻋﻠﻰ ﺍﻟﺸﺒﻜﺔ ،ﻭﳝﻜﻨﻨﺎ ﺃﻥ ﻧﺸﺒﻪ ﺩﻭﺭ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ
ﲟﺜﺎﺑﺔ ﺍﻟﻮﺟﻪ ﺍﻷﻭﻝ ﻟﺘﻠﻚ ﺍﳌﺆﺳﺴﺔ ﺃﻣﺎﻡ ﻣﺌﺎﺕ ﺍﳌﻼﻳﲔ ﻣﻦ ﺍﳉﻤﻬﻮﺭ ،ﺣﻴﺚ ﺗﺴﺨﺮ ﺃﻗﺴﺎﻡ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺃﺧﺼﺎﺋﻴﲔ
ﻭﳎﻤﻮﻋﺎﺕ ﻟﺘﻄﻮﻳﺮ ﺍﳌﻮﻗﻊ ،ﻭﻳﺸﻬﺪ ﻋﻤﻞ ﻭﻛﺎﻻﺕ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺍﳌﺘﺨﺼﺼﺔ ﰲ ﻭﺳﺎﺋﻞ ﺍﻹﻋﻼﻡ ﺍﳉﺪﻳﺪﺓ ﻭﺍﻻﺗﺼﺎﻻﺕ
ﺍﳌﺒﺎﺷﺮﺓ ﺍﺯﺩﻫﺎﺭﺍ ﻛﺒﲑﺍ .ﻭﻳﻌﺮﻑ ﺍﻟﺪﻛﺘﻮﺭ ﳏﻤﺪ ﻃﺎﻫﺮ ﻧﺼﲑ ﻋﻼﻗﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﲟﺎﻳﻠﻲ" :ﻫﻲ ﺃﻋﻤﺎﻝ ﻣﺘﺼﻠﺔ
ﺑﺎﳌﺎﺭﻛﺔ ﻭﺗﻐﻄﻴﺔ ﺇﻋﻼﻣﻴﺔ ﻷﺳﻮﺍﻕ ﺫﺍﺕ ﺗﺄﺛﲑ ﺇﳚﺎﰊ ،ﻭﻋﻠﻴﻪ ﻓﻬﻲ ﺟﺰﺀ ﻣﻦ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺍﳌﻮﺟﻬﺔ ﻟﺰﺑﺎﺋﻦ ﺍﻟﺸﺮﻛﺔ ﻭﻟﻠﺰﺑﺎﺋﻦ
ﺍﶈﺘﻤﻠﲔ ﻹﳚﺎﺩ ﻭﻋﻲ ﻭ ﻣﻮﺍﻗﻒ ﺇﳚﺎﺑﻴﺔ ﺣﻮﻝ ﻣﺎﺭﻛﺘﻬﺎ" 3ﻭﺗﺸﺘﻤﻞ ﺃﻋﻤﺎﻝ ﻋﻼﻗﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﺎﻣﺔ ﻋﻠﻰ ﻣﺎﺩﺓ ﺍﳌﻮﻗﻊ ﻧﻔﺴﻪ،
- 1ﺳﺎﻣﻲ ﳏﻤﺪ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻋﻦ ﻃﺮﻳﻖ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،http://www.e-marketips.com ،ﺯﻳﺎﺭﺓ ﻳﻮﻡ 6ﺟﺎﻧﻔﻲ10:30 ،2009
- 2ﺳﺎﻣﻲ ﳏﻤﺪ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻋﻦ ﻃﺮﻳﻖ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،http://www.e-marketips.com ،ﺯﻳﺎﺭﺓ ﻳﻮﻡ6ﺟﺎﻧﻔﻲ10:30 ،2009
-3ﳏﻤﺪ ﻃﺎﻫﺮ ﻧﺼﲑ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﳊﺎﻣﺪ،2005 ،ﺹ375
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ﺑﻨﺎﺀ ﳎﺘﻤﻊ ﺍﻧﺘﺮﻧﺖ ،ﻭﺃﺣﺪﺍﺙ ﻭﻣﻨﺎﺳﺒﺎﺕ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﲟﺎ ﺃﻥ ﺍﳊﻴﺎﺓ ﻣﻠﺊ ﺑﺎﻷﺣﺪﺍﺙ ﻭﺍﳌﻨﺎﺳﺒﺎﺕ ﳛﺎﻭﻝ ﺍﳌﺴﻮﻗﻮﻥ ﺍﺳﺘﻐﻼﻝ
ﺃﻫﻢ ﺍﻷﺣﺪﺍﺙ ﻭﺍﳌﻨﺎﺳﺒﺎﺕ ﻣﻦ ﺃﺟﻞ ﺿﻤﺎﻥ ﺣﺮﻛﻴﺔ ﻏﲑ ﻣﻌﺘﺎﺩﺓ ﻋﻠﻰ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭﺑﺎﻟﺘﺎﱄ ﺗﺮﻭﻳﺞ ﺃﻛﺜﺮ ﻟﻠﻤﻮﻗﻊ
ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﺣﻴﺚ ﻳﻜﻮﻥ ﻇﺎﻫﺮ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﻫﻲ ﻣﺸﺎﺭﻛﺔ ﺍﻟﻨﺎﺱ ﰲ ﺍﻫﺘﻤﺎﻣﺎﻢ ،ﻣﻦ ﺧﻼﻝ ﺗﻮﻓﲑ ﻣﻌﻠﻮﻣﺎﺕ ﺣﺪﻳﺜﺔ ﻋﻦ
ﺍﳊﺪﺙ ﻭﻏﲑ ﺫﻟﻚ ﻣﻦ ﺍﻷﻋﻤﺎﻝ ﺍﻟﱵ ﺗﺘﺮﻙ ﺍﳉﻤﻬﻮﺭ ﻳﺘﻌﻠﻖ ﺃﻛﺜﺮ ﺑﺎﳌﻮﻗﻊ " ﻓﻌﻠﻰ ﺳﺒﻴﻞ ﺍﳌﺜﺎﻝ ﺧﻼﻝ ﺃﺳﺒﻮﻉ ﺟﺎﺋﺰﺓ ﺍﳌﻮﺳﻴﻘﻰ
ﺍﻟﺘﺎﺳﻌﺔ ﻟﺘﻠﻔﺰﻳﻮﻥ MTVﺍﺭﺗﻔﻌﺖ ﺍﳊﺮﻛﺔ ﻋﻠﻰ ﻣﻮﻗﻊ MTV.COMﺑﻨﺴﺒﺔ %48ﺣﻴﺚ ﺩﺧﻞ ﺍﳌﻮﻗﻊ 1.1ﻣﻠﻴﻮﻥ ﺯﺍﺋﺮ
ﳌﻌﺮﻓﺔ ﺍﻟﻨﺠﻮﻡ ﺍﳌﺮﺷﺤﲔ ﻟﻠﺠﺎﺋﺰﺓ " 1ﻭﻫﺬﺍ ﺍﳌﺜﺎﻝ ﺧﲑ ﺩﻟﻴﻞ ﻋﻠﻰ ﺃﳘﻴﺔ ﺍﺳﺘﻐﻼﻝ ﺍﳌﻨﺎﺳﺒﺎﺕ ﻭﺍﻷﺣﺪﺍﺙ ﺍﻟﱵ ﻢ ﺍﳉﻤﻬﻮﺭ ﺑﻐﻴﺔ
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ﺑﻌﺪ ﺍﳊﺪﻳﺚ ﺍﳌﻮﺟﺰ ﰲ ﺍﻟﻔﺼﻠﲔ ﺍﻟﺴﺎﺑﻘﻴﲔ ﻋﻦ ﺍﻟﺘﺮﻭﻳﺞ ﺧﺎﺭﺝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﻭﺍﻟﺘﺮﻭﻳﺞ ﺩﺍﺧﻞ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺧﺮﺟﻨﺎ
ﺑﺄﻫﻢ ﺍﻟﺘﻮﺻﻴﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ:
• ﺍﻟﺘﺮﻭﻳﺞ ﳝﺜﻞ ﻭﺍﺟﻬﺔ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﳑﺎ ﳚﻌﻞ ﺍﻻﻫﺘﻤﺎﻡ ﺬﻩ ﺍﻟﻮﺳﻴﻠﺔ ﺍﳌﻬﻤﺔ ﻭﺍﶈﻮﺭﻳﺔ ﺃﻭﻟﻮﻳﺔ ،ﺇﺫﺍ ﻣﺎ ﺃﺭﺍﺩﺕ ﺇﺩﺍﺭﺓ
ﺍﳌﻮﻗﻊ ﳕﺎﺀ ﻣﻮﻗﻌﻬﺎ ﻭﺗﻄﻮﺭﻩ .
• ﺍﻟﺘﺮﻭﻳﺞ ﻳﺘﺄﺛﺮ ﺑﺎﻟﻘﺮﺍﺭﺍﺕ ﺍﻟﺘﺴﻮﻳﻘﻴﺔ ﺍﻷﺧﺮﻯ ،ﻓﻬﻮ ﻻ ﻳﻘﻮﻡ ﲟﻌﺰﻝ ﻋﻦ ﺍﻷﻋﻤﺎﻝ ﺍﻷﺧﺮﻯ.
• ﺟﻞ ﺍﻟﺘﻌﺎﺭﻳﻒ ﺍﻟﻘﺪﳝﺔ ﻟﻠﺘﺮﻭﻳﺞ ﺃﺻﺒﺤﺖ ﻻ ﺗﺘﻮﺍﻓﻖ ﻣﻊ ﺍﻟﺘﻄﻮﺭﺍﺕ ﺍﳉﺪﻳﺪﺓ ﰲ ﺍﻻﻧﺘﺮﻧﺖ.
• ﺍﳊﺮﺍﻙ ﺍﻟﻜﺒﲑ ﰲ ﺍﺳﺘﺤﺪﺍﺙ ﺍﻵﻻﺕ ﺍﻟﺘﺮﻭﳚﻴﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ،ﳑﺎ ﺻﻌﺐ ﻋﻠﻰ ﺍﻵﻛﺎﺩﳝﲔ ﻣﺘﺎﺑﻌﺔ ﻫﺬﺍ ﺍﻟﺘﻄﻮﺭ ﺍﻟﺴﺮﻳﻊ.
• ﺩﺧﻮﻝ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺘﻤﻌﺎﺕ ﺑﻌﻴﺪﺓ ﻋﻦ ﺍﻟﻮﺳﻂ ﺍﻟﺬﻱ ﺃﻧﺘﺞ ﻓﻴﻪ ﺑﺎﻋﺘﺒﺎﺭ ﺃﻥ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺷﺒﻜﺔ ﻋﺎﳌﻴﺔ ،ﳑﺎ
ﻳﺆﻛﺪ ﻋﻠﻰ ﺃﳘﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ ﻣﻦ ﺃﺟﻞ ﺗﺴﻬﻴﻞ ﻋﻤﻠﻴﺔ ﺍﻟﺘﻮﺍﺻﻞ ﺑﲔ ﺍﳌﺮﺳﻞ ﻭﺍﳉﻤﻬﻮﺭ.
• ﺍﻟﺘﺮﻭﻳﺞ ﻋﻤﻠﻴﺔ ﻣﺮﻛﺒﺔ ﻣﻦ ﺃﻋﻤﺎﻝ ﻳﻜﻤﻞ ﺑﻌﻀﻬﺎ ﺑﻌﻀﺎ ،ﻓﻼ ﳝﻜﻦ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﻹﻋﻼﻥ ﻭﺣﺪﻩ ﺩﻭﻥ ﺍﺳﺘﻌﻤﺎﻝ ﺍﻻﺗﺼﺎﻝ
ﺍﻟﺸﺨﺼﻲ ﻣﺜﻼ.
• ﺍﻟﺘﺮﻭﻳﺞ ﻋﻤﻠﻴﺔ ﻧﻔﺴﻴﺔ ﲢﺪﺙ ﰲ ﺳﻴﺎﻕ ﺍﺟﺘﻤﺎﻋﻲ ،ﻭﻣﻦ ﺍﻷﳘﻴﺔ ﲟﻜﺎﻥ ﻓﻬﻢ ﺍﳌﺮﻭﺝ ﳍﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﺣﱴ ﻳﺴﺘﻄﻴﻊ ﺍﻟﺘﺄﺛﲑ ﰲ
ﺍﳉﻤﻬﻮﺭ.
• ﺗﱪﺯ ﺃﳘﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﻋﱪ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ﰲ ﺍﺘﻤﻌﺎﺕ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ﺍﻟﱵ ﻻ ﺗﺴﺘﺨﺪﻡ ﺍﻻﻧﺘﺮﻧﺖ ﺑﺸﻜﻞ
ﻛﺒﲑ ﰲ ﺣﻴﺎﺎ.
• ﻳﺘﻮﻓﺮ ﺑﺎﻟﺘﺮﻭﻳﺞ ﺩﺍﺧﻞ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﻔﺮﺹ ﻟﻠﻤﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﻣﺜﻞ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ،
ﺍﻹﻋﻼﻥ ﻋﱪ ﺻﻔﺤﺎﺕ ﺍﳌﻮﻗﻊ ،ﺗﺒﺎﺩﻝ ﺍﻟﺮﻭﺍﺑﻂ ﺍﻹﻋﻼﻧﻴﺔ...
• ﻋﻤﻠﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ ﺗﺰﺩﺍﺩ ﺗﻨﻈﻴﻤﺎ ﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﺑﺴﺒﺐ ﻭﻓﺮﺓ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﳌﺮﺗﺪﺓ) (feedbackﻓﺒﺈﻣﻜﺎﻥ ﺍﳌﻌﻠﻦ
ﻣﺜﻼ ﻗﻴﺎﺱ ﻣﺪﻯ ﳒﺎﺡ ﲪﻠﺘﻪ ﺍﻹﻋﻼﻧﻴﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ.
• ﺗﺴﻤﺢ ﺍﻟﺘﺤﺴﻴﻨﺎﺕ ﺍﻟﺘﻘﻨﻴﺔ ﺍﳌﺘﺴﺎﺭﻋﺔ ﻟﻼﻧﺘﺮﻧﺖ ﺑﻔﺘﺢ ﺁﻓﺎﻕ ﻭﺍﻋﺪﺓ ﻟﻺﻋﻼﻥ ،ﺍﻟﺬﻱ ﺳﻴﻌﺮﻑ ﻃﻔﺮﺍﺕ ﻓﺮﻳﺪﺓ ،ﺣﻴﺚ
ﺳﺘﺘﻌﻤﻢ ﺃﺷﻜﺎﻝ ﺟﺪ ﺟﺬﺍﺑﺔ ﻭﻣﺘﻨﻮﻋﺔ ﻣﺜﻞ:ﺍﻟﻨﻤﺎﺫﺝ ﺍﻟﱵ ﺗﻌﺘﻤﺪ ﻋﻠﻰ ﲢﺮﻳﻚ ﺍﻟﱪﻫﺎﻥ ﰲ ﺍﳌﻨﺘﻮﺝ ،ﺷﺮﺍﺋﻂ ﺍﻷﻟﻌﺎﺏ ،ﺍﻟﱪﻳﺪ
ﺍﻹﻟﻜﺘﺮﻭﱐ ﺍﳌﺼﻮﺭ...ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺧﺎﺻﻴﺔ ﺍﻟﺘﺰﺍﻭﺝ ﺍﻟﻮﺳﺎﺋﻄﻲ ﺑﲔ ﺍﻻﻧﺘﺮﻧﺖ ﻭ ﺍﻟﻮﺳﺎﺋﻞ ﺍﻻﺗﺼﺎﻟﻴﺔ ﺍﻷﺧﺮﻯ ﺍﻟﺬﻱ
ﺳﻴﻨﺠﺐ :ﻭﻣﻀﺎﺕ ﺇﺷﻬﺎﺭﻳﺔ ﺗﻠﻔﺰﻳﻮﻧﻴﺔ ،ﺃﻓﻼﻡ ﺇﻋﻼﻧﻴﺔ ،ﺇﻋﻼﻧﺎﺕ ﻓﻴﺪﻳﻮ ...ﻛﻞ ﺫﻟﻚ ﻋﻠﻰ ﻣﻮﺍﻗﻊ ﺍﻟﻮﺍﺏ .ﻭﻛﺬﺍ ﺇﻣﻜﺎﻧﻴﺔ
ﺍﻹﻋﻼﻥ ﻋﻦ ﻃﺮﻳﻖ ﺧﺪﻣﺎﺕ ﺭﺳﺎﺋﻞ ﺍﳉﻮﺍﻝ ﺍﻟﻘﺼﲑﺓ ).( SMS
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ﻛﻤﺎ ﺃﻥ ﺍﻻﻋﻼﻥ ﰲ ﺍﳌﺴﺘﻘﺒﻞ ﺳﻴﻜﻮﻥ ﳐﺘﻠﻔﺎ ﲤﺎﻣﺎ ﻋﻤﺎ ﻫﻮ ﻋﻠﻴﻪ ﺍﻵﻥ ،ﳑﺎ ﺳﻴﺠﻌﻞ ﺍﻻﻧﺘﺮﻧﺖ ﺃﻛﺜﺮ ﺍﺳﺘﻘﻄﺎﺑﺎ ،ﲟﺎ ﺃ ﺎ
ﲡﻤﻊ ﺑﲔ ﳐﺘﻠﻒ ﺍﳋﺼﺎﺋﺺ ﺍﻟﺘﺮﻭﳚﻴﺔ ﺍﻟﻜﻼﺳﻴﻜﻴﺔ ﻭ ﺍﳊﺪﻳﺜﺔ ﰲ ﺁﻥ ﻭﺍﺣﺪ ،ﻓﻴﺠﺪ ﻛﻞ ﻃﺮﻑ ﻣﻦ ﺃﻃﺮﺍﻑ ﺍﻟﻌﻤﻠﻴﺔ
ﺍﻹﻋﻼﻧﻴﺔ ﻣﺎ ﻳﻠﱯ ﺣﺎﺟﺎﺗﻪ ﻭ ﻃﻠﺒﺎﺗﻪ ،ﻭ ﳛﻘﻖ ﺃﻫﺪﺍﻓﻪ.
• ﺍﻟﺘﺄﺛﲑ ﺍﻟﻜﺒﲑ ﻟﻸﺣﺪﺍﺙ ﺇﻥ ﺃﺣﺴﻦ ﺍﺳﺘﺨﺪﺍﻣﻬﺎ ﰲ ﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺯﻭﺍﺭ ﺍﳌﻮﻗﻊ.
• ﻋﺪﻡ ﺍﺳﺘﺨﺪﺍﻡ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﻟﻠﻮﺳﺎﺋﻂ ﺍﻹﻋﻼﻧﻴﺔ ﺍﻟﱵ ﺗﺴﺘﻘﻄﺐ ﺃﻋﺪﺍﺩﺍ ﻛﺒﲑﺓ ﻣﻦ ﺍﳉﻤﻬﻮﺭ ﻣﺜﻞ ﺍﻟﺘﻠﻔﺰﻳﻮﻥ ،ﻭ ﺍﻹﺫﺍﻋﺔ...
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ار ا
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ﻧﺒﺬﺓ ﻋﻦ ﻣﻮﻗﻊ veecos.net
ﻫﻮ ﻣﻮﻗﻊ ﺍﻟﻜﺘﺮﻭﱐ ﺗﻔﺎﻋﻠﻲ ﺗﺎﺑﻊ ﳌﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ "ﻏﺎﻳﺘﻪ ﺭﺿﻮﺍﻥ ﺍﷲ ﺗﻌﺎﱃ ﻭﺭﺳﺎﻟﺘﻪ ﻫﻲ ﺍﻟﺘﻐﻴﲑ ﰲ ﺍﳌﻨﻬﺞ ﻣﻦ
ﻣﻨﻄﻠﻖ ﻗﺮﺁﱐ ﻭﻗﺪ ﺃﻧﺸﺊ ﺍﳌﻮﻗﻊ ﰲ 13ﻣﺎﺭﺱ ،1"2006ﻋﺮﻑ ﺍﳌﻮﻗﻊ ﻣﻨﺬ ﺇﻧﺸﺎﺋﻪ ﺛﻼﺙ ﲢﺪﻳﺜﺎﺕ ،2ﻭﻳﺸﻬﺪ ﺗﺰﺍﻳﺪﺍ ﰲ ﻋﺪﺩ
ﺍﻟﺰﻭﺍﺭ "ﺇﺫ ﺍﺭﺗﻔﻊ ﺍﻟﻌﺪﺩ ﻣﻦ 2411ﺯﺍﺋﺮ ﰲ ﺟﻮﺍﻥ 2007ﻟﻴﺒﻠﻎ ﰲ ﺟﺎﻧﻔﻲ 2009ﺣﻮﺍﱄ 14501ﺯﺍﺋﺮ" ، 3ﻭﻳﺴﻌﻰ ﺇﱃ
ﻃﺮﺡ ﺑﺪﻳﻞ ﺇﻋﻼﻣﻲ ﻣﻠﺘﺰﻡ ،ﻛﻤﺎ ﺃﻥ ﺍﳌﻮﻗﻊ ﻫﻮ ﺍﻟﻮﺍﺟﻬﺔ ﺍﻹﻋﻼﻣﻴﺔ ﳌﻜﺘﺐ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ﻭﻛﻞ ﺍﳌﺸﺎﺭﻳﻊ ﺍﻟﱵ ﲡﻤﻌﻬﺎ ﻧﻔﺲ
ﺍﻟﺮﺳﺎﻟﺔ ،ﻭﻣﻦ ﺑﻴﻨﻬﺎ :ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،4ﺍﳌﺪﺍﺭﺱ ﺍﻟﻌﻠﻤﻴﺔ ﺍﳉﺪﻳﺪﺓ ...5ﻭﻳﻀﻢ ﻫﺬﺍ ﺍﳌﻮﻗﻊ ﻋﺪﺓ ﳏﺎﻭﺭ ﻭﻫﻲ :
ﻭﺍﻟﻔﻜﺮ :ﺣﻴﺚ ﻳﻘﻮﻡ ﻫﺬﺍ ﺍﶈﻮﺭ ﺑﻄﺮﺡ ﻣﻘﺎﻻﺕ ﻓﻜﺮﻳﺔ ﻭﻗﺮﺍﺀﺍﺕ ﰲ ﻭﺍﻗﻊ ﺍﳌﺴﻠﻤﲔ ﳏﺎﻭﻻ ﺇﺑﺮﺍﺯ ﳏﻮﺭ ﺍﳊﻀﺎﺭﺓ
ﺃﺳﺒﺎﺏ ﲣﻠﻒ ﺍﳌﺴﻠﻤﲔ ﻭﻛﻴﻔﻴﺔ ﲡﺎﻭﺯ ﻫﺬﺍ ﺍﻟﻮﺍﻗﻊ ﺑﺄﺳﻠﻮﺏ ﻣﻨﻬﺠﻲ ﻣﺘﺰﻥ ،ﻭﻫﺬﺍ ﺑﺎﻟﺮﺟﻮﻉ ﺇﱃ ﺍﻟﻘﺮﺁﻥ ﺍﻟﻜﺮﱘ ﻭﺗﺒﻴﺎﻥ ﺃﺳﺮﺍﺭﻩ
ﻭﺇﺳﻬﺎﻣﺎﺕ ﺃﺳﻼﻓﻨﺎ ﰲ ﺍﻟﺘﻤﻜﲔ ﻟﻸﻣﺔ ﺍﻹﺳﻼﻣﻴﺔ ،ﻛﻤﺎ ﰎ ﺗﻨﺎﻭﻝ ﻣﻮﺿﻮﻉ ﺍﻟﺮﺅﻳﺎ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ ﺑﺸﻜﻞ ﻣﻔﺼﻞ ،ﻭﻛﺬﻟﻚ ﺍﳊﺎﻝ ﰲ
ﻣﻮﺿﻮﻉ ﺍﻟﻨﺼﺮﺓ :ﻧﺼﺮﺓ ﺍﻹﺳﻼﻡ ﻭﺍﻟﻮﻗﻮﻑ ﺇﱃ ﺟﺎﻧﺐ ﺍﳌﺴﻠﻤﲔ ﰲ ﳐﺘﻠﻒ ﺑﻘﺎﻉ ﺍﻟﻌﺎﱂ ﻭﻣﻦ ﺃﻣﺜﺎﻝ ﺫﻟﻚ ﻭﻗﻮﻓﻪ ﺇﱃ ﺟﺎﻧﺐ
ﺍﻟﻘﻀﻴﺔ ﺍﻟﻔﻠﺴﻄﻴﻨﻴﺔ ﰲ ﺻﺮﺍﻋﻬﺎ ﻣﻊ ﺍﻻﺣﺘﻼﻝ ﺍﻹﺳﺮﺍﺋﻴﻠﻲ ...
:ﻫﺬﺍ ﺍﶈﻮﺭ ﻳﻘﻮﻡ ﺑﺘﻘﺪﱘ ﻣﺎﺩﺓ ﻋﻠﻤﻴﺔ ﲢﺘﻮﻱ ﻋﻠﻰ ﻣﻘﺎﻻﺕ ﻋﻠﻤﻴﺔ ﰲ ﳐﺘﻠﻒ ﳎﺎﻻﺕ ﺍﻟﺒﺤﺚ ﳏﻮﺭ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ
ﺍﻟﻌﻠﻤﻲ ،ﻛﻤﺎ ﻳﻘﻮﻡ ﺑﻌﺮﺽ ﳏﺘﻮﻯ ﺍﻷﻳﺎﻡ ﺍﻟﺪﺭﺍﺳﻴﺔ ﻭﳐﺘﻠﻒ ﺍﻟﻨﺸﺎﻃﺎﺕ ﺍﻟﱵ ﻳﻘﻴﻤﻬﺎ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ ،ﺃﻭﰲ
ﳐﺘﻠﻒ ﻓﺮﻭﻋﻪ ﰲ ﺃﳓﺎﺀ ﺍﻟﻮﻃﻦ ﻭﻣﻦ ﺑﲔ ﺍﻷﻋﻤﺎﻝ ﺍﻟﱵ ﻳﻘﻮﻡ ﺎ ﺍﳌﻌﻬﺪ ﺍﺣﺘﻔﺎﻟﻪ ﺑﻮﺳﺎﻡ ﺍﻟﻌﺎﱂ ﺍﳉﺰﺍﺋﺮﻱ ﺍﻟﺬﻱ ﳝﻨﺤﻪ ﻛﻞ ﺳﻨﺔ
ﻟﻌﺎﱂ ﺧﺪﻡ ﻭﻃﻨﻪ ﻭﻗﺪﻡ ﻋﻠﻤﺎ ﻧﺎﻓﻌﺎ ،...ﻛﻤﺎ ﻗﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺎﻟﺘﻌﺎﻗﺪ ﻣﻊ ﺛﻠﺔ ﻣﻦ ﺍﻟﻌﻠﻤﺎﺀ ﻭﺍﻟﺒﺎﺣﺜﲔ ﺑﻐﻴﺔ ﻋﺮﺽ ﻣﻘﺎﻻﻢ ﺍﻟﻌﻠﻤﻴﺔ
ﻭﻫﻮ ﻣﺎ ﳒﺪﻩ ﰲ ﻣﺪﻭﻧﺎﺕ ﺍﻟﺒﺎﺣﺜﲔ ﻭﻫﻢ ﻛﺎﻵﰐ :ﺍﻷﺳﺘﺎﺫ ﺍﻟﺪﻛﺘﻮﺭ ﺃﺑﻮ ﺍﻟﻘﺎﺳﻢ ﺳﻌﺪ ﺍﷲ ،ﺍﻷﺳﺘﺎﺫ ﺍﻟﺪﻛﺘﻮﺭ ﻋﺒﺪ ﺍﻟﺮﺯﺍﻕ
ﻗﺴﻮﻡ ،ﺍﻷﺳﺘﺎﺫ ﺍﻟﺪﻛﺘﻮﺭ ﳏﻤﺪ ﺻﺎﱀ ﻧﺎﺻﺮ ،ﺍﻟﺪﻛﺘﻮﺭ ﳏﻤﺪ ﺑﻦ ﻣﻮﺳﻰ ﺑﺎﺑﺎﻋﻤﻲ ،ﺍﻟﺪﻛﺘﻮﺭ ﳏﻤﺪ ﺑﻦ ﻗﺎﺳﻢ ﻧﺎﺻﺮ ﺑﻮﺣﺠﺎﻡ،
ﺍﻟﺪﻛﺘﻮﺭ ﻣﺼﻄﻔﻰ ﺻﺎﱀ ﺑﺎﺟﻮ ،ﺍﻟﺪﻛﺘﻮﺭ ﺇﺑﺮﺍﻫﻴﻢ ﺑﻜﲑ ﲝﺎﺯ ،ﺍﻟﺪﻛﺘﻮﺭ ﳏﻤﺪ ﺑﻦ ﺻﺎﱀ ﲪﺪﻱ ،ﺍﻟﺪﻛﺘﻮﺭ ﳏﻤﺪ ﻋﻴﺴﻰ ﺇﺑﺮﺍﻫﻴﻢ
ﺍﻟﺸﺮﻳﻔﲔ ،ﺍﻷﺳﺘﺎﺫﺓ ﻋﻔﺎﻑ ﻋﻨﻴﺒﺔ ،ﺍﻷﺳﺘﺎﺫ ﳏﻤﺪ ﺍﻟﻌﻠﻤﻲ ﺍﻟﺴﺎﺋﺤﻲ ،ﻭﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻣﺎ ﺫﻛﺮ ﻓﻘﺪ ﻗﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺈﻃﻼﻕ ﺧﺪﻣﺎﺕ
ﲝﺜﻴﺔ ﻟﻠﻄﻠﺒﺔ ﻭﺍﻟﺒﺎﺣﺜﲔ ﻭﺍﳌﻬﺘﻤﲔ ﲟﻮﺿﻮﻉ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ ﻭﺗﺘﻤﺜﻞ ﺍﳋﺪﻣﺎﺕ ﻓﻴﻤﺎ ﻳﻠﻲ :
ﺧﺪﻣﺔ ﺍﻟﺒﺤﻮﺙ ﺍﳉﺎﺭﻳﺔ :ﻳﻘﻮﻡ ﺍﻟﻄﺎﻟﺐ ﺑﻄﺮﺡ ﺇﺷﻜﺎﻟﻴﺔ ﲝﺜﻪ ﰲ ﺍﳌﻮﻗﻊ ﻟﻴﻀﻌﻬﺎ ﺑﲔ ﺃﻳﺪﻱ ﺍﻟﻄﻠﺒﺔ ﻭﺍﻟﺒﺎﺣﺜﲔ ﻣﻦ ﺃﺟﻞ
ﺗﻮﺳﻴﻊ ﺩﺍﺋﺮﺓ ﺍﻟﻨﻘﺎﺵ ﺍﻟﻌﻠﻤﻲ ﻭﺗﺒﺎﺩﻝ ﺍﻵﺭﺍﺀ ﻭﺍﳋﱪﺍﺕ ﺣﻮﻝ ﺍﳌﻮﺿﻮﻉ ﺍﳌﻄﺮﻭﺡ ﻟﻠﻨﻘﺎﺵ ﺍﻷﻛﺎﺩﳝﻲ ﻭﻣﻨﺢ ﺍﻟﻄﺎﻟﺐ ﻓﺮﺻﺔ ﻃﻠﺐ
ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﻟﱵ ﳛﺘﺎﺝ ﺇﻟﻴﻬﺎ ﰲ ﲝﺜﻪ ،ﻛﻤﺎ ﺪﻑ ﻫﺬﻩ ﺍﳋﺪﻣﺔ ﺇﱃ ﺑﻌﺚ ﻣﻨﺎﺥ ﺇﳚﺎﰊ ﻣﻦ ﺍﻟﺘﻌﺎﻭﻥ ﻭﺍﻟﺘﻨﺴﻴﻖ ﺑﲔ ﳐﺘﻠﻒ ﺍﻟﻄﻠﺒﺔ
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-ﳏﻤﺪ ﺑﺎﺑﺎﻋﻤﻲ veecos.net :ﻗﺪ ﺑﻠﻎ ﺍﻟﻔﻄﺎﻡ ،ﻣﻮﻗﻊ ،www.veecos.netﺯﻳﺎﺭﺓ ﻳﻮﻡ 21ﺳﺒﺘﻤﱪ ،2008ﺍﻟﺴﺎﻋﺔ 22:30
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-أ' ا&.2،1 %
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-ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ ،ﺃﻧﻈﺮ ﺍﳌﻠﺤﻖ ﺭﻗﻢ .3
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-ﻣﺆﺳﺴﺔ ﲝﺜﻴﺔ ﻏﲑ ﺭﲝﻴﺔ ﻣﺘﺨﺼﺼﺔ ﰲ ﻣﻨﺎﻫﺞ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ ﺗﻘﺪﻡ ﺧﺪﻣﺎﺕ :ﲤﺜﻴﻞ ﺟﺎﻣﻌﺎﺕ ﺩﻭﻟﻴﺔ ،ﺷﻬﺎﺩﺓ ﺍﻟﺘﺨﺼﺺ ﰲ ﻣﻨﺎﻫﺞ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ ،ﺍﻻﺳﺘﺸﺎﺭﺍﺕ ﺍﳌﻨﻬﺠﻴﺔ...
- 5ﻣﺆﺳﺴﺎﺕ ﺗﻌﻠﻴﻤﻴﺔ ﺧﺎﺻﺔ ﳍﺎ ﻋﺪﺓ ﻓﺮﻭﻉ ﰲ ﺍﳉﺰﺍﺋﺮ ،ﻣﻦ ﺑﲔ ﻓﺮﻭﻋﻬﺎ ﺍﳌﺪﺭﺳﺔ ﺍﻟﻌﻠﻤﻴﺔ ﺍﳉﺪﻳﺪﺓ)ﺍﳉﺰﺍﺋﺮ( ،ﺍﳌﺪﺭﺳﺔ ﺍﻟﻌﻠﻤﻴﺔ ﺑﺎﳋﺮﻭﺏ ،ﺍﳌﺪﺭﺳﺔ ﺍﻟﻌﻠﻤﻴﺔ ﺗﺎﻭﻧﺰﺓ)ﻏﺮﺩﺍﻳﺔ(
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ﻭﺍﻟﺒﺎﺣﺜﲔ ﺍﻟﺬﻳﻦ ﻫﻢ ﺑﺼﺪﺩ ﲢﻀﲑ ﻣﺬﻛﺮﺍﺕ ﺳﻮﺍﺀ ﺍﻟﻠﻴﺴﺎﻧﺲ ﺃﻭ ﺭﺳﺎﺋﻞ ﺍﳌﺎﺟﺴﺘﲑ ﻭﺃﻃﺮﻭﺣﺎﺕ ﺍﻟﺪﻛﺘﻮﺭﺍﻩ ﻭﺣﱴ ﺍﻟﺒﺤﻮﺙ
ﺍﳌﻬﻨﻴﺔ....-
ﻛﺎﻥ ﺍﻟﺘﺴﺠﻴﻞ ﺑﺎﳋﺪﻣﺔ ﻟﻠﻄﻠﺒﺔ ﻭﺍﻟﺒﺎﺣﺜﲔ ﺍﳌﻨﺘﺴﺒﲔ ﰲ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﻓﻘﻂ ،ﻟﻜﻦ ﺑﻌﺪ ﺍﺳﺘﺤﺴﺎﻥ ﻫﺬﻩ ﺍﳋﺪﻣﺔ ﻣﻦ ﻃﺮﻑ
ﺍﻟﺒﺎﺣﺜﲔ ﻭﺯﻭﺍﺭ ﺍﳌﻮﻗﻊ ﻭﺃﻣﺎﻡ ﺭﻏﺒﺔ ﺍﻟﺒﺎﺣﺜﲔ ﻏﲑ ﺍﳌﻨﺘﺴﺒﲔ ﻟﻠﻤﻌﻬﺪ ﺑﺄﻥ ﲤﻨﺢ ﳍﻢ ﺍﻟﻔﺮﺻﺔ ﺃﻳﻀﺎ ﻟﻠﺘﺴﺠﻴﻞ ﺑﺎﳋﺪﻣﺔ ،ﻗﺎﻡ ﺍﳌﻮﻗﻊ
ﺑﺪﺍﻳﺔ ﻣﻦ ﻋﺎﻡ 2008ﺑﻔﺘﺢ ﻫﺬﻩ ﺍﻟﻨﺎﻓﺪﺓ ﺍﻟﺒﺤﺜﻴﺔ ﺃﻣﺎﻡ ﺍﻟﻄﺎﻟﺒﲔ ﺍﻟﺮﺍﻏﺒﲔ ﰲ ﺍﻟﺘﺴﺠﻴﻞ.
ﺧﺪﻣﺔ ﺳﻴﻨﺎﻗﺶ ﻗﺮﻳﺒﺎ :ﺘﻢ ﻫﺬﻩ ﺍﳋﺪﻣﺔ ﺑﺈﻋﻼﻡ ﺃﺳﺮﺓ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ ﲜﺪﻳﺪ ﺍﳌﻨﺎﻗﺸﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ﺍﻟﱵ ﺳﺘﻘﺎﻡ ﰲ ﳐﺘﻠﻒ
ﺟﺎﻣﻌﺎﺕ ﻭﻣﻌﺎﻫﺪ ﺍﻟﻮﻃﻦ ﻭﻫﻲ ﺧﺪﻣﺔ ﺗﻔﺎﻋﻠﻴﺔ ﺗﺴﺎﻫﻢ ﰲ ﺇﺛﺮﺍﺀﻫﺎ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﻭﺯﻭﺍﺭ ﺍﳌﻮﻗﻊ ﻣﻦ ﳐﺘﻠﻒ ﻣﻨﺎﻃﻖ ﺍﻟﻮﻃﻦ.
ﻫﺬﺍ ﻭﻳﺴﻌﻰ ﺍﳌﻮﻗﻊ ﺇﱃ ﺇﺿﺎﻓﺔ ﺧﺪﻣﺎﺕ ﲝﺜﻴﺔ ﺃﺧﺮﻯ ﺑﻐﻴﺔ ﺇﺗﺎﺣﺔ ﻣﻨﺎﺥ ﻋﻠﻤﻲ ﻳﺴﺎﻋﺪ ﺍﻟﺒﺎﺣﺜﲔ ﻭﺍﻟﻄﻠﺒﺔ ﰲ ﺭﺣﻠﺘﻬﻢ
ﺍﳌﻌﺮﻓﻴﺔ ﻭﺍﳍﺪﻑ ﺩﻭﻣﺎ ﻫﻮ ﺗﺮﻗﻴﺔ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ.
ﻭﺍﻟﺘﻌﻠﻴﻢ :ﳝﺜﻞ ﻣﺴﺎﺣﺔ ﳐﺼﺼﺔ ﳌﻴﺪﺍﻥ ﺍﻟﺘﺮﺑﻴﺔ ﻭﺍﻟﺘﻌﻠﻴﻢ ﺣﻴﺚ ﻳﺸﻜﻞ ﻣﻠﺘﻘﻰ ﻟﺘﻨﺎﻭﻝ ﲡﺎﺭﺏ ﺍﻷﺳﺎﺗﺬﺓ ﳏﻮﺭ ﺍﻟﺘﺮﺑﻴﺔ
ﻭﳐﺘﻠﻒ ﺍﻟﻌﺎﻣﻠﲔ ﰲ ﺣﻘﻞ ﺍﻟﺘﺮﺑﻴﺔ ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺇﺑﺮﺍﺯ ﺃﻃﺮﻭﺣﺎﺕ ﺍﻷﺳﺎﺗﺬﺓ ﰲ ﻫﺬﺍ ﺍﳌﻴﺪﺍﻥ ﺍﳋﺼﺐ ﻭﳐﺘﻠﻒ ﺍﻟﻨﺸﺎﻃﺎﺕ ﺍﻟﺘﺮﺑﻮﻳﺔ
ﺣﻴﺚ ﻳﻘﻮﻡ ﺍﳌﻮﻗﻊ ﺑﺘﻐﻄﻴﺔ ﳌﺨﺘﻠﻒ ﻧﺸﺎﻃﺎﺕ ﺍﳌﺪﺍﺭﺱ ﺍﻟﻌﻠﻤﻴﺔ ﻭﳐﺘﻠﻒ ﺍﳌﺪﺍﺭﺱ ﺍﻟﺘﺎﺑﻌﺔ ﻟﻠﻤﺸﺎﺭﻳﻊ ﺍﻟﺘﻐﻴﲑﻳﺔ" ،ﻛﻤﺎ ﻛﺎﻥ ﳍﺬﺍ
ﺍﶈﻮﺭ ﺗﻨﺎﻭﻝ ﺧﺎﺹ ﳌﻮﺿﻮﻉ ﺍﻟﺮﺅﻳﺎ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ 2022/1444ﺣﻴﺚ ﻗﺎﻡ ﺑﻨﻘﻞ ﻛﺎﻣﻞ ﳌﺨﺘﻠﻒ ﺍﻟﻨﺸﺎﻃﺎﺕ ﺍﻟﱵ ﻗﺎﻡ ﺎ ﻓﺮﻳﻖ
ﺍﻟﺮﺅﻳﺎ ﺍﻟﺬﻱ ﺩﺍﻣﺖ ﺭﺣﻠﺘﻪ ﺣﻮﺍﱄ 5ﺃﺷﻬﺮ ﺟﺎﺏ ﺧﻼﳍﺎ ﳐﺘﻠﻒ ﻣﻨﺎﻃﻖ ﺍﻟﻮﻃﻦ" ،1ﺍﺳﺘﻬﺪﻑ ﻃﺒﻘﺔ ﻛﺒﲑﺓ ﻣﻦ ﺗﻼﻣﻴﺬ ﺍﳌﺪﺍﺭﺱ
ﻋﻠﻰ ﳐﺘﻠﻒ ﻣﺴﺘﻮﻳﺎﻢ ،ﺑﻐﻴﺔ ﺗﺒﺴﻴﻂ ﻣﻔﻬﻮﻡ ﺍﻟﺮﺅﻳﺎ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ ﳍﻢ.
ﻭﺍﻷﺩﰊ :ﺣﻴﺚ ﻳﺴﻌﻰ ﺍﳌﻮﻗﻊ ﺇﱃ ﺗﻜﻮﻳﻦ ﺣﺲ ﻓﲏ ﻣﻠﺘﺰﻡ ﻟﺪﻯ ﺍﻟﻨﺎﺷﺌﺔ ،ﻭﺗﺮﻗﻴﺔ ﺍﻹﺑﺪﺍﻉ ﺍﻷﺩﰊ ﳏﻮﺭ ﺍﻹﺑﺪﺍﻉ ﺍﻟﻔﲏ
ﻭﺍﻟﻔﲏ ﰲ ﳐﺘﻠﻒ ﺷﺮﺍﺋﺢ ﺍﺘﻤﻊ ،ﻭﲞﺎﺻﺔ ﰲ ﺃﻭﺳﺎﻁ ﺍﻟﺘﻼﻣﻴﺬ ﻭﺍﻟﻄﻠﺒﺔ ﺣﻴﺚ ﻳﻀﻢ ﺍﳌﻮﻗﻊ ﻣﺸﺎﺭﻛﺎﺕ ﰲ ﳎﺎﻻﺕ ﳐﺘﻠﻔﺔ ﻭﻫﻲ
ﺍﻷﺩﺏ ﲟﺨﺘﻠﻒ ﺃﻧﻮﺍﻋﻪ ﻣﻦ ﻗﺼﺔ ﻭﺧﻮﺍﻃﺮ ﻭﺷﻌﺮ...ﺇﱃ ﺍﺎﻝ ﺍﻟﻔﲏ ﻣﻦ ﺭﺳﻮﻡ ﻭﺻﻮﺭ ﻭﺗﺼﺎﻣﻴﻢ ﻓﻨﻴﺔ.
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-ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ :ﻣﺴﺆﻭﻝ ﻣﻮﻗﻊ ،veecos.netﻣﻘﺎﺑﻠﺔ ﺃﺟﺮﺍﻫﺎ ﺍﻟﻄﺎﻟﺐ ﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﻳﻮﻡ 30ﻣﺎﺭﺱ 2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ
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ﻣﻠﺤﻖ kids.veecos.netﻫﻮ ﻣﻮﻗﻊ ﺻﻤﻢ ﺧﺼﻴﺼﺎ ﻟﻸﻃﻔﺎﻝ ﻭﻫﻮ ﻣﻦ ﺗﺼﻤﻴﻢ ﺍﻟﱪﺍﻋﻢ ،ﺣﻴﺚ ﻗﺎﻡ ﺑﺘﺼﻤﻴﻤﻪ ﺛﻠﺔ
ﻣﻦ ﺗﻼﻣﻴﺬ ﺍﳌﺘﻮﺳﻄﺔ ﺍﻟﻌﻠﻤﻴﺔ ﺑﺎﻟﻌﺎﺻﻤﺔ ﺣﻴﺚ ﻳﻀﻢ - :ﺃﺧﺒﺎﺭ ﺍﳌﺪﺍﺭﺱ ﺍﻟﻌﻠﻤﻴﺔ - ،ﻣﻮﺍﺿﻴﻊ ﻋﻠﻤﻴﺔ - ،ﲝﻮﺙ ﺩﺭﺍﺳﻴﺔ-،
ﻣﺸﺎﺭﻛﺎﺕ ﺃﺩﺑﻴﺔ ﻭﻓﻨﻴﺔ ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻋﺮﻭﺽ ﰲ ﻣﻮﺿﻮﻉ ﺍﻟﺮﺅﻳﺎ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ ﻟﻸﻃﻔﺎﻝ.
ﻣﻨﺘﺪﻯ forum.veecos.netﻫﻮ ﻣﻨﺘﺪﻯ ﻟﻠﻨﻘﺎﺵ ﻭﺗﺒﺎﺩﻝ ﺍﻟﺮﺅﻯ ﻳﻀﻢ ﻋﺪﺓ ﻣﻮﺍﺿﻴﻊ ﻣﺘﻨﻮﻋﺔ :ﻣﻨﻬﺎ ﻣﻮﺿﻮﻉ
ﺍﻟﺘﺮﺑﻴﺔ ﻭﺍﻟﺘﻌﻠﻴﻢ ،ﻣﻮﺿﻮﻉ ﺍﻟﺮﺅﻳﺎ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ ،ﻣﻮﺿﻮﻉ ﻣﻨﺎﻫﺞ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ ،ﻣﻨﺘﺪﻯ ﺗﻄﻮﻳﺮ ﺍﳌﻮﺍﻗﻊ ،ﺍﳍﺪﻑ ﻣﻦ ﻫﺬﺍ ﺍﳌﻨﺘﺪﻯ
ﻫﻮ ﺗﺒﺎﺩﻝ ﺍﻟﺮﺅﻯ ﻭﺍﻟﺘﻨﺎﻗﺶ ﺣﻮﻝ ﳐﺘﻠﻒ ﺍﻻﺳﺘﻔﺴﺎﺭﺍﺕ ﻋﻦ ﺍﳌﻮﺍﺿﻴﻊ ﺍﻟﺴﺎﺑﻘﺔ.
ﺃﻫﺪﺍﻑ ﻣﻮﻗﻊ veecos.net
*ﻃﺮﺡ ﺑﺪﻳﻞ ﺇﻋﻼﻣﻲ ﻣﻠﺘﺰﻡ .
*ﺍﻟﺘﻐﻄﻴﺔ ﺍﻹﻋﻼﻣﻴﺔ ﻟﻨﺸﺎﻃﺎﺕ ﻭﺃﺧﺒﺎﺭ ﺍﳌﺸﺎﺭﻳﻊ ﺍﻟﱵ ﲢﻤﻞ ﺭﺳﺎﻟﺔ ﺍﻟﺘﻐﻴﲑ ﰲ ﺍﳌﻨﻬﺞ ﻣﻦ ﻣﻨﻄﻠﻖ ﻗﺮﺁﱐ.
*ﺍﳌﺴﺎﳘﺔ ﰲ ﺍﻟﺘﻤﻜﲔ ﺍﳊﻀﺎﺭﻱ ﺍﻷﻣﺔ .
*ﺍﳌﺴﺎﳘﺔ ﰲ ﺗﻄﻮﻳﺮ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ.
*ﺍﻟﺪﻓﺎﻉ ﻋﻦ ﻗﻀﺎﻳﺎ ﺍﳌﺴﻠﻤﲔ ﺍﻟﻌﺎﺩﻟﺔ.
*ﺍﳌﺴﺎﳘﺔ ﰲ ﻭﺣﺪﺓ ﺍﳌﺴﻠﻤﲔ.
* ﺗﻜﻮﻳﻦ ﺟﻴﻞ ﺍﻋﻼﻣﻲ ﻣﻠﺘﺰﻡ.
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ﺍﻟﺘﺮﻭﻳﺞ ﺧﺎﺭﺝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ
ﺍﻹﻋﻼﻥ ﺧﺎﺭﺝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ
ﰲ ﳎﺎﻝ ﺍﻹﻋﻼﻥ ﻟﻠﻤﻮﻗﻊ ﻗﺎﻣﺖ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺑﺎﻧﺘﻬﺎﺝ ﺳﻴﺎﺳﺔ ﺧﺎﺻﺔ ﰲ ﺍﻹﻋﻼﻥ ﻋﻦ ﺍﳌﻮﻗﻊ ،ﺇﺫﱂ ﻳﺴﺘﻌﻤﻞ ﺍﻹﻋﻼﻥ ﻋﱪ
ﺍﻟﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻣﻴﺔ ﻣﺜﻞ ﺍﻹﺫﺍﻋﺔ ﻭﺍﻟﺘﻠﻔﺰﻳﻮﻥ ﻭﺍﻟﺼﺤﺎﻓﺔ ﺍﳌﻜﺘﻮﺑﺔ ﻣﻊ ﻭﺟﻮﺩ ﺍﺳﺘﺜﻨﺎﺀ ﻭﻫﻮ -ﺻﺤﻴﻔﺔ ﺍﻟﺸﺮﻭﻕ ﺍﻟﻴﻮﻣﻲ ﺍﳉﺰﺍﺋﺮﻳﺔ-
ﺣﻴﺚ ﻗﺎﻡ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺑﺎﻟﺘﺮﻭﻳﺞ ﳌﺨﺘﻠﻒ ﺧﺪﻣﺎﺗﻪ ﺍﻟﺒﺤﺜﻴﺔ ﳌﺪﺓ ﺃﺳﺒﻮﻉ ﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﺑﲔ ،ﻭﰎ ﻭﺿﻊ ﺍﺳﻢ ﺍﳌﻮﻗﻊ
ﻛﺄﺩﺍﺓ ﺍﺗﺼﺎﻝ ﺑﲔ ﺍﻟﺮﺍﻏﺒﲔ ﰲ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺧﺪﻣﺎﺕ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﻭﺇﺩﺍﺭﺓ ﺍﳌﻌﻬﺪ .ﻛﺎﻥ ﻫﺬﺍ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻮﺳﺎﺋﻞ ﺍﻹﻋﻼﻣﻴﺔ ﺫﺍﺕ
ﺍﳌﺘﺎﺑﻌﺔ ﺍﻟﻜﺒﲑﺓ ،ﺇﻻ ﺃﻥ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺣﺎﻭﻝ ﺍﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ ﻭﺳﻴﻠﺔ ﺃﺧﺮﻯ" ،ﺣﻴﺚ ﻗﺎﻣﺖ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺑﺈﺩﺭﺍﺝ ﺍﺳﻢ ﺍﳌﻮﻗﻊ ﻋﻠﻰ
ﻛﻞ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﱵ ﻗﺎﻡ ﺑﺈﻧﺘﺎﺟﻬﺎ ﻣﻜﺘﺐ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ﺑﺪﺍﻳﺔ ﻣﻦ ﻣﺎﺭﺱ ،1"2006ﻣﻦ ﻛﺘﺐ ﻭ ﻧﺸﺮﻳﺎﺕ ﻭﻛﺘﻴﺒﺎﺕ
ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺍﳉﻮﺍﺋﺰ ﺍﻟﺘﺤﻔﻴﺰﻳﺔ ﰲ ﺍﳌﺪﺍﺭﺱ ﺍﻟﻌﻠﻤﻴﺔ ﺍﻟﺘﺎﺑﻌﺔ ﳌﻜﺘﺐ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ" ،ﻭﻣﻦ ﺍﳌﻌﺮﻭﻑ ﺃﻥ ﻣﻨﺘﺠﺎﺕ ﻣﻌﻬﺪ
ﺍﳌﻨﺎﻫﺞ ﻭﺍﳌﺪﺍﺭﺱ ﺍﻟﻌﻠﻤﻴﺔ ﺗﻠﻘﻰ ﺭﻭﺍﺟﺎ ﺑﲔ ﺃﻭﺳﺎﻁ ﺍﻟﻘﺮﺍﺀ ﺍﳉﺰﺍﺋﺮﻳﲔ" 2ﻭﻳﺴﺘﻄﻴﻊ ﺍﻟﻘﺎﺭﺉ ﺑﻔﻀﻞ ﻫﺬﻩ ﺍﻟﺘﻘﻨﻴﺔ ﻗﺮﺍﺀﺓ ﺍﻹﻋﻼﻥ ﰲ
ﺍﻟﻮﻗﺖ ﺍﻟﺬﻱ ﻳﺸﺎﺀ ،ﻛﻤﺎ ﻳﺴﺎﻋﺪﻩ ﻋﻠﻰ ﺍﻟﻌﻮﺩﺓ ﺇﱃ ﺍﳌﻨﺘﺞ ﰲ ﺣﺎﻟﺔ ﻧﺴﻴﺎﻧﻪ ﻟﻌﻨﻮﺍﻥ ﺍﳌﻮﻗﻊ ،ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺃﻥ ﺍﻟﻌﻤﻠﻴﺔ ﻏﲑ ﻣﻜﻠﻔﺔ
ﺑﺎﳌﺮﺓ ،ﺣﻴﺚ ﻻ ﺗﺘﻄﻠﺐ ﺇﻧﻔﺎﻗﺎ ﻋﻠﻰ ﻭﺳﻴﻠﺔ ﺍﻟﻨﺸﺮ ،ﻟﻜﻦ ﳑﺎ ﻳﻌﺎﺏ ﻋﻠﻰ ﺁﻟﻴﺔ ﺍﻹﻋﻼﻥ ﺧﺎﺭﺝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺃﺎ ﻻﺯﻟﺖ
ﺿﻌﻴﻔﺔ ،ﺑﺎﻟﻨﻈﺮ ﺇﱃ ﻋﺪﻡ ﻋﻠﻢ ﻋﺪﺩ ﻻﺑﺄﺱ ﺑﻪ ﺑﺎﳌﻮﻗﻊ ﺃﺻﻼ ﺃﻭ ﲞﺪﻣﺎﺗﻪ ،ﳑﺎ ﻳﺘﻌﲔ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺇﻋﺎﺩﺓ ﺍﻟﻨﻈﺮ ﰲ ﺇﺷﻬﺎﺭ
ﻣﻮﻗﻌﻬﺎ ،ﺇﺫﺍ ﺭﻏﺒﺖ ﰲ ﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺯﻭﺍﺭ ﻣﻮﻗﻌﻬﺎ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭﺗﻌﺮﻳﻒ ﺯﻭﺍﺭﻫﺎ ﺍﳊﺎﻟﻴﲔ ﲞﺪﻣﺎﺎ ﺃﻛﺜﺮ.
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ
ﻗﺎﻣﺖ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺃﺳﻠﻮﺏ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ،ﻭﻫﺬﺍ ﺑﻐﻴﺔ ﺍﻟﺘﺮﻭﻳﺞ ﳋﺪﻣﺎﺕ ﺍﳌﻮﻗﻊ ،ﻭﺟﺬﺏ ﻣﺰﻳﺪ ﻣﻦ ﺍﻟﻜﺘﺎﺏ
ﻟﻠﻤﻮﻗﻊ ،ﻭﻗﺪ ﺳﺎﺭﺕ ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﲜﻬﻮﺩ ﺷﺨﺼﻴﺔ ﻣﻦ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺃﻭ ﻣﻦ ﻃﺮﻑ ﺍﻷﺷﺨﺎﺹ ﺍﻟﺘﺎﺑﻌﲔ ﳌﺸﺎﺭﻳﻊ ﻣﻜﺘﺐ
ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ،ﺣﻴﺚ ﻗﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺎﻟﺘﻌﺎﻗﺪ ﻣﻊ ﺛﻠﺔ ﻣﻦ ﺍﳌﻔﻜﺮﻳﻦ ﺃﻣﺜﺎﻝ ﺍﳌﻔﻜﺮ ﻋﺒﺪ ﺍﳊﻤﻴﺪ ﺃﺑﻮ ﺳﻠﻴﻤﺎﻥ ﻭﻛﺬﺍ ﺍﻟﻌﻠﻤﺎﺀ ﻣﺜﻞ
ﺍﻟﺪﻛﺘﻮﺭ ﻋﺒﺪ ﺍﻟﺮﺯﺍﻕ ﻗﺴﻮﻡ ،ﺍﻟﺪﻛﺘﻮﺭ ﳏﻤﺪ ﻧﺎﺻﺮ ﺑﻮﺣﺠﺎﻡ ،ﺍﻷﺳﺘﺎﺫ ﳏﻤﺪ ﺍﳍﺎﺩﻱ ﺍﳊﺴﲏ...ﻭﻫﺬﺍ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻻﺗﺼﺎﻝ
ﺍﻟﺸﺨﺼﻲ ،ﻭﻗﺪ ﺃﻭﺭﺩﻧﺎ ﻫﺬﺍ ﺍﳉﺪﻭﻝ ﻹﺑﺮﺍﺯ ﻃﺮﻳﻘﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻷﻭﱄ ﻟﻠﺘﺮﻭﻳﺞ ﻣﻦ ﺃﺟﻞ ﺍﻟﻜﺘﺎﺑﺔ ﻟﻠﻤﻮﻗﻊ
ﻃﺮﻳﻘﺔ ﺍﻻﺗﺼﺎﻝ ﻛﺘﺎﺏ ﺍﳌﻮﻗﻊ ﺍﻷﻛﺜﺮ ﻣﺸﺎﺭﻛﺔ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺩ,ﳏﻤﺪ ﺑﻦ ﻗﺎﺳﻢ ﻧﺎﺻﺮ ﺑﻮﺣﺠﺎﻡ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ taiba imane
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﺇﻏﻴﻞ ﻋﺎﻣﺮ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺃ .ﺩ .ﳏﻤﺪ ﻧﺎﺻﺮ
-1ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ :ﻣﺴﺆﻭﻝ ﻣﻮﻗﻊ ،veecos.netﻣﻘﺎﺑﻠﺔ ﺃﺟﺮﺍﻫﺎ ﺍﻟﻄﺎﻟﺐ ﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﻳﻮﻡ 30ﻣﺎﺭﺱ 2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ
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-ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ :ﻣﺴﺆﻭﻝ ﻣﻮﻗﻊ ،veecos.netﻣﻘﺎﺑﻠﺔ ﺃﺟﺮﺍﻫﺎ ﺍﻟﻄﺎﻟﺐ ﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﻳﻮﻡ 30ﻣﺎﺭﺱ 2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ
www.veecos.net
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﳏﻤﺪ ﺑﻦ ﻋﻠﻲ ﲪﻮﺩﺓ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺩ .ﻣﺼﻄﻔﻰ ﺑﻦ ﺻﺎﱀ ﺑﺎﺟﻮ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﻓﺨﺎﺭ ﻛﺮﳝﺔ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺩ .ﻣﺼﻄﻔﻰ ﺑﻦ ﺍﻟﻨﺎﺻﺮ ﻭﻳﻨﱳ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﺍﺑﻦ ﻋﻤﺮ ﺃﲪﺪ ﺑﻦ ﳏﻤﺪ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺩ .ﳏﻤﺪ ﺑﻦ ﺻﺎﱀ ﲪﺪﻱ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﺃﲪﺪ ﺑﻦ ﺻﺎﱀ ﺑﻜﺎﻱ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺃ .ﳏﻤﺪ ﺍﳍﺎﺩﻱ ﺍﳊﺴﲏ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺃ .ﻋﻔﺎﻑ ﻋﻨﻴﺒﺔ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺃ .ﺩ .ﺃﺑﻮﺍﻟﻘﺎﺳﻢ ﺳﻌﺪ ﺍﷲ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﻳﻮﺳﻒ ﺑﻦ ﳛﻲ ﺍﻟﻮﺍﻫﺞ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﳐﺘﺎﺭ ﺑﻦ ﺍﳊﺎﺝ ﻳﻮﺳﻒ ﺑﺎﻱ ﺍﲪﺪ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﳏﻤﺪ ﺍﻟﺸﻔﻴﻊ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﺩﺭﺍﺟﻲ ﻣﺼﻄﻔﻰ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺃ .ﳏﻤﺪ ﺍﻟﻌﻠﻤﻲ ﺍﻟﺴﺎﺋﺤﻲ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺃ .ﺻﺎﱀ ﺑﻦ ﳏﻤﺪ ﲪﺪﻱ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﻳﺎﺳﲔ ﺑﻦ ﳏﻤﺪ ﺷﺮﻳﻔﻲ
ﺍﻟﻠﻘﺎﺀﺍﺕ ) ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ( ﻃﻪ ﺑﻦ ﻋﺒﺪ ﺍﷲ ﺩﺍﺩﺓ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺩ .ﻋﺒﺪ ﺍﻟﺮﺯﺍﻕ ﻗﺴﻮﻡ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺃ .ﺩ .ﻋﺒﺪ ﺍﳊﻤﻴﺪ ﺃﺑﻮ ﺳﻠﻴﻤﺎﻥ
ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺩ .ﳏﻤﺪ ﻳﻮﺳﻒ ﻋﺪﺱ
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ﺍﳉﺪﻭﻝ ﺭﻗﻢ :-3-ﻃﺮﻳﻘﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻷﻭﱄ ﻟﻠﺘﺮﻭﻳﺞ ﻣﻦ ﺃﺟﻞ ﺍﻟﻜﺘﺎﺑﺔ ﻟﻠﻤﻮﻗﻊ
ﻳﺘﻀﺢ ﻟﻨﺎ ﻣﻦ ﺧﻼﻝ ﻫﺬﺍ ﺍﳉﺪﻭﻝ ﺣﺠﻢ ﺍﳉﻬﻮﺩ ﺍﳌﺒﺬﻭﻟﺔ ﻣﻦ ﻗﺒﻞ ﺍﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﻭﳐﺘﻠﻒ ﺍﻟﻌﺎﻣﻠﲔ ﰲ ﻛﻨﻒ ﻣﺸﺎﺭﻳﻊ
ﻣﻜﺘﺐ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ﻣﻦ ﺃﺟﻞ ﺍﻟﺘﻌﺮﻳﻒ ﺑﺎﳌﻮﻗﻊ ﻭ ﺗﺸﺠﻴﻊ ﺍﻟﻜﺘﺎﺏ ﻭﺍﳌﻔﻜﺮﻳﻦ ﻋﻠﻰ ﺍﻟﻜﺘﺎﺑﺔ ﻟﻠﻤﻮﻗﻊ ،ﻟﻜﻦ ﻻ ﳜﻔﻰ ﻋﻠﻴﻨﺎ
ﺍﳉﻬﻮﺩ ﺍﻷﺧﺮﻯ ﺍﳌﻘﺎﻣﺔ ،ﻭﳐﺘﻠﻒ ﺧﺪﻣﺎﺗﻪ ﺑﲔ ﳐﺘﻠﻒ ﺷﺮﺍﺋﺢ ﺍﺘﻤﻊ ،ﻭﻫﺬﺍ ﻣﻦ ﻣﻨﻄﻠﻖ ﺃﻥ ﺍﳌﻮﻗﻊ ﻫﻮ ﻣﻠﻚ ﻟﻠﺠﻤﻴﻊ ،ﻭﻋﻠﻰ
ﺍﳉﻤﻴﻊ ﺍﳌﺴﺎﳘﺔ ﰲ ﺇﺛﺮﺍﺀ ﳏﺘﻮﺍﻩ.
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-ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ :ﻣﺴﺆﻭﻝ ﻣﻮﻗﻊ ،veecos.netﻣﻘﺎﺑﻠﺔ ﺃﺟﺮﺍﻫﺎ ﺍﻟﻄﺎﻟﺐ ﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﻳﻮﻡ 30ﻣﺎﺭﺱ 2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ
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ﻳﻌﺎﺏ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﻣﻮﻗﻊ veecos.netﻋﺪﻡ ﻭﺿﻌﻬﺎ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻟﻼﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺑﻐﻴﺔ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺍﻹﻣﻜﺎﻧﻴﺎﺕ
ﺍﳌﺘﻮﻓﺮﺓ ،ﻓﱪﻏﻢ ﺍﻬﻮﺩﺍﺕ ﺍﳌﺒﺬﻭﻟﺔ ﻳﺒﻘﻰ ﺍﻟﻌﻤﻞ ﻧﺎﻗﺼﺎ.
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-ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ :ﻣﺴﺆﻭﻝ ﻣﻮﻗﻊ ،veecos.netﻣﻘﺎﺑﻠﺔ ﺃﺟﺮﺍﻫﺎ ﺍﻟﻄﺎﻟﺐ ﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﻳﻮﻡ 30ﻣﺎﺭﺱ 2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ
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-ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ :ﻣﺴﺆﻭﻝ ﻣﻮﻗﻊ ،veecos.netﻣﻘﺎﺑﻠﺔ ﺃﺟﺮﺍﻫﺎ ﺍﻟﻄﺎﻟﺐ ﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﻳﻮﻡ 30ﻣﺎﺭﺱ 2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ
www.veecos.net
ﺍﻟﺘﺮﻭﻳﺞ ﳌﻮﻗﻊ veecos.netﻋﻠﻰ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ
ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ
ﱂ ﺗﻜﻦ ﳌﻮﻗﻊ veecos.netﺃﻳﺔ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻟﻺﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ،ﺣﻴﺚ ﱂ ﻳﺘﻌﺪ ﺍﳉﻬﻮﺩ ﺍﻟﻔﺮﺩﻳﺔ ﻟﺒﻌﺾ ﺍﻟﻌﺎﻣﻠﲔ
ﺑﺎﳌﻮﻗﻊ ﺣﻴﺚ ﻗﺎﻣﻮﺍ ﺑﺎﻹﺷﻬﺎﺭ ﳋﺪﻣﺎﺕ ﺍﳌﻮﻗﻊ ﻣﻦ ﺧﻼﻝ ﻛﺘﺎﺑﺔ ﻣﻮﺍﺿﻴﻊ ﺗﻌﺮﻳﻔﻴﺔ ﺑﺎﳌﻮﻗﻊ ﰲ ﺍﳌﻨﺘﺪﻳﺎﺕ ﺍﻟﺮﺍﺋﺪﺓ ﰲ ﳎﺎﻝ ﺍﻟﺒﺤﺚ
ﺍﻟﻌﻠﻤﻲ ﻭﺍﻟﺘﺼﻤﻴﻢ ﺍﻟﻔﲏ ﻣﺜﻞ ﻣﻨﺘﺪﻯ " etudiantdz.comﺍﻟﺬﻱ ﺻﻨﻔﻪ ﻣﻮﻗﻊ alexa.comﻛﺄﻭﻝ ﻣﻨﺘﺪﻯ ﻋﻠﻤﻲ ﰲ
ﺍﳉﺰﺍﺋﺮ" ،1ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻣﻨﺘﺪﻯ ﺍﻟﻴﺴﲑ ﺍﳌﺘﺨﺼﺺ ﰲ ﳎﺎﻝ ﻋﻠﻢ ﺍﳌﻜﺘﺒﺎﺕ ﻭﺍﻟﺘﻮﺛﻴﻖ ،ﻭﰲ ﻣﻨﺘﺪﻳﺎﺕ ﺍﻟﺘﺼﻤﻴﻢ ﺍﻟﻔﲏ"ﳒﺪ ﻣﻨﺘﺪﻯ
deviantart.comﻭﻣﻨﺘﺪﻯ maxforums.netﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺍﺳﺘﻐﻼﻝ ﺑﻌﺾ ﺍﳌﻨﺎﺳﺒﺎﺕ ﻟﺪﻋﻮﺓ ﺍﻟﻨﺎﺱ ﻋﻦ ﻃﺮﻳﻖ
ﺗﻘﻨﻴﺔ ﺍﻟﺴﻜﺎﻳﺐ) (skypeﻫﺬﺍ ﻣﻦ ﺟﻬﺔ" ،2ﻭﻣﻦ ﺟﻬﺔ ﺃﺧﺮﻯ ﻗﺎﻣﺖ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺑﺎﺳﺘﻐﻼﻝ ﺗﻘﻨﻴﺔ ﻣﺸﺎﺭﻛﺔ ﺍﶈﺘﻮﻯ – ﺃﺿﻒ
ﺇﱃ ﺍﻟﺸﺒﻜﺎﺕ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ -ﺣﻴﺚ ﺗﺴﻤﺢ ﻟﻠﺰﻭﺍﺭ ﻣﺸﺎﺭﻛﺔ ﺍﻵﺧﺮﻳﻦ ﺧﺎﺭﺝ ﺍﳌﻮﻗﻊ ﺍﶈﺘﻮﻯ ﺍﳌﻨﺸﻮﺭ ﻋﻠﻰ ﻣﻮﻗﻊ
،veecos.netﻫﺬﺍ ﺑﺎﻟﻨﺴﺒﺔ ﳋﺎﺭﺝ ﺍﳌﻮﻗﻊ .ﺃﻣﺎ ﺑﺪﺍﺧﻞ ﺍﳌﻮﻗﻊ "ﻓﻘﺪ ﻗﺎﻣﺖ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺑﻮﺿﻊ ﺃﺷﺮﻃﺔ ﺇﻋﻼﻧﻴﺔ ﳌﻮﺍﺿﻴﻊ ﻋﻠﻰ
ﺍﳌﻮﻗﻊ ﻣﺜﻞ ﻣﻮﺿﻮﻉ ﺍﻟﺮﺅﻳﺎ ﺍﳌﺴﺘﻘﺒﻠﻴﺔ ،ﻣﻮﺿﻮﻉ ﺍﳊﺞ ﺍﳌﱪﻭﺭ ،ﻣﻮﺿﻮﻉ ﺍﻟﻨﺼﺮﺓ ،ﻣﻮﺿﻮﻉ ﺍﻟﺮﺣﻠﺔ ﺍﻟﻔﺎﺭﺳﻴﺔ ...ﻭﻋﻦ ﻭﺿﻊ
ﻫﺬﻩ ﺍﻷﺷﺮﻃﺔ ﻓﻘﺪ ﻛﺎﻧﺖ ﻗﺎﺋﻤﺔ ﻋﻠﻰ ﺍﺟﺘﻬﺎﺩ ﺷﺨﺼﻲ ﻣﻦ ﻗﺒﻞ ﺍﻟﻘﺎﺋﻤﲔ ﺑﺎﳌﻮﻗﻊ ،ﻫﺬﻩ ﺍﻟﻌﻤﻠﻴﺔ ﱂ ﺗﻜﻦ ﺷﺎﻣﻠﺔ ﻋﻠﻰ ﳏﺘﻮﻳﺎﺕ
ﺍﳌﻮﻗﻊ ﺑﻞ ﺍﺧﺘﺼﺖ ﲟﻮﺍﺿﻴﻊ ﺩﻭﻥ ﻏﲑﻫﺎ" 3ﳑﺎ ﺁﺛﺮ ﻋﻠﻰ ﳏﺘﻮﻯ ﺍﳌﻮﻗﻊ ﺣﻴﺚ ﱂ ﻳﺴﺘﻮﻑ ﺣﻘﻪ ﻣﻦ ﺍﻹﺷﻬﺎﺭ ﺣﱴ ﻋﻠﻰ
ﺻﻔﺤﺎﺕ ﺍﳌﻮﻗﻊ ،ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻏﻴﺎﺏ ﻛﻠﻲ ﻟﺘﻘﻨﻴﺔ ﻣﻮﺍﺿﻴﻊ ﺫﺍﺕ ﺻﻠﺔ-ﺍﻹﻋﻼﻧﺎﺕ ﺍﻟﻨﺼﻴﺔ -ﻭﻏﲑﻫﺎ ﻣﻦ ﺍﳋﺪﻣﺎﺕ ﺍﻹﻋﻼﻧﻴﺔ
ﻋﻠﻰ ﻣﻮﻗﻊ .veecos.net
ﻫﺬﻩ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺟﺎﺀﺕ ﻟﺘﺆﻛﺪ ﺣﻘﻴﻘﺔ ﻣﻔﺎﺩﻫﺎ ﺃﻥ ﻣﻮﻗﻊ veecos.netﻳﻨﻘﺼﻪ ﻋﻤﻞ ﻛﺒﲑ ﰲ ﻫﺬﺍ ﺍﳉﺎﻧﺐ ،ﺣﱴ
ﻳﺘﻤﻜﻦ ﻣﻦ ﺍﺳﺘﻐﻼﻝ ﺍﻟﻔﺮﺹ ﺍﳌﺘﻮﻓﺮﺓ ﻟﻺﻋﻼﻥ ﻋﱪ ﺻﻔﺤﺎﺗﻪ ﻭﺗﺒﺎﺩﻝ ﺍﻟﺮﻭﺍﺑﻂ ﺍﻹﻋﻼﻧﻴﺔ ﻣﻊ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﺗﻘﺎﲰﻪ ﻧﻔﺲ ﺍﻻﻫﺘﻤﺎﻣﺎﺕ
ﺳﻮﺍﺀ ﲟﻘﺎﺑﻞ ﺃﻭ ﺑﺪﻭﻥ ﻣﻘﺎﺑﻞ.
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ﻳﺒﺪﻭ ﺟﻠﻴﺎ ﻟﻠﻌﺎﺭﻓﲔ ﺑﺸﺆﻭﻥ ﺍﻻﻧﺘﺮﻧﺖ ﺍﻻﺳﺘﻌﻤﺎﻝ ﺍﻟﻜﺒﲑ ﻟﻠﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻣﻦ ﻗﺒﻞ ﻣﺴﺘﺨﺪﻣﻲ ﺍﻻﻧﺘﺮﻧﺖ ،ﻛﻤﺎ ﺃﻥ ﺍﳌﻮﻗﻊ ﻗﺎﻡ
ﺑﺎﺳﺘﺨﺪﺍﻡ ﺗﻘﻨﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﻣﻦ ﻃﺮﻑ ﻷﺧﺮ ﻣﻦ ﺧﻼﻝ ﺇﺩﺭﺍﺝ ﺧﺎﻧﺔ – ﺃﺭﺳﻞ ﻫﺬﺍ ﺍﳌﻘﺎﻝ ﻟﺼﺪﻳﻖ -
ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ :ﰲ ﺍﻹﻃﺎﺭ ﺍﻻﺳﺘﻐﻼﻝ ﺍﻷﻣﺜﻞ ﶈﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،ﻗﺎﻣﺖ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺑﺪﺍﻳﺔ ﻣﻦ
ﺟﻮﻳﻠﻴﺔ
2008ﺑﺎﻟﺘﻌﺎﻣﻞ ﻣﻊ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،ﺣﻴﺚ ﻗﺎﻣﺖ ﺑﻮﺿﻊ ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ ﻟﻜﻞ ﺍﳌﺪﺭﺟﺎﺕ ﺍﻟﺴﺎﺑﻘﺔ ﰲ ﺍﳌﻮﻗﻊ ﻣﻦ
ﻣﻘﺎﻻﺕ ﻭﺗﺼﺎﻣﻴﻢ ،ﻭﳐﺘﻠﻒ ﺍﳌﺸﺎﺭﻛﺎﺕ ،...ﻓﺤﺴﺐ ﺍﳌﺴﺆﻭﻝ ﺍﻟﺘﻘﲏ ﻋﻦ ﺍﳌﻮﻗﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ" ﺑﻠﻐﺖ ﻋﻤﻠﻴﺔ ﻭﺿﻊ
ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ ﻟﻠﻤﻮﻗﻊ ﻧﺴﺒﺔ %75ﻣﻦ ﳏﺘﻮﻯ ﺍﳌﻮﻗﻊ".1
ﻭﻣﻦ ﺍﻟﻌﻤﻠﻴﺎﺕ ﺍﳌﺮﺗﺒﻄﺔ ﺑﺎﻟﺘﺴﻮﻳﻖ ﲟﺤﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻋﻤﻠﻴﺔ ﺍﻟﺘﺴﺠﻴﻞ ﺑﺪﻟﻴﻞ ﺍﳌﻮﺍﻗﻊ ،ﻭﰲ ﻫﺬﺍ ﺍﻟﺼﺪﺩ "ﻗﺎﻣﺖ ﺇﺩﺍﺭﺓ
ﺍﳌﻮﻗﻊ ﺑﺎﻟﺘﺴﺠﻴﻞ ﰲ ﺣﻮﺍﱄ 25ﺩﻟﻴﻼ ﻟﻠﻤﻮﺍﻗﻊ ﰲ ﺍﻻﻧﺘﺮﻧﺖ" ،2ﻭﳑﺎ ﳝﻜﻦ ﻗﻮﻟﻪ ﰲ ﻫﺬﺍ ﺍﻟﺼﺪﺩ ﺃﻥ ﻋﻤﻠﻴﺔ ﻴﺌﺔ ﺍﳌﻮﻗﻊ ﶈﺮﻛﺎﺕ
ﺍﻟﺒﺤﺚ ﻫﻲ ﻋﻤﻠﻴﺔ ﻣﻬﻤﺔ ﺇﺫﺍ ﺭﻏﺐ ﺍﳌﻮﻗﻊ ﰲ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﻣﺮﺗﺒﺔ ﻻ ﺑﺄﺱ ﺎ،ﺣﻴﺚ ﺗﻘﻮﻡ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺑﺎﻟﺘﻌﺮﻳﻒ ﺑﺎﳌﻮﻗﻊ
ﻭﺳﻂ ﻣﺴﺘﺨﺪﻣﻲ ﺍﻻﻧﺘﺮﻧﺖ.
ﻋﻼﻗﺎﺕ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻌﺎﻣﺔ :ﻟﻘﺪ ﺣﺎﻭﻟﺖ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺍﻷﺣﺪﺍﺙ ﺍﻟﱵ ﻢ ﲨﻬﻮﺭ ﺍﳌﻮﻗﻊ ﻣﻦ ﺃﺟﻞ ﻣﺪ ﺟﺴﻮﺭ
ﺍﻟﺘﻮﺍﺻﻞ ﻣﻊ ﻫﺬﺍ ﺍﳉﻤﻬﻮﺭ ﺇﺫ ﻗﺎﻣﺖ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺑﺮﻋﺎﻳﺔ ﺑﻌﺾ ﺍﻷﺣﺪﺍﺙ ﺍﳌﻬﻤﺔ ﻧﺬﻛﺮ ﻣﻨﻬﺎ :ﻭﺳﺎﻡ ﺍﻟﻌﺎﱂ ﺍﳉﺰﺍﺋﺮﻱ ،2007
:2008ﻭﻫﻮ ﺍﺣﺘﻔﺎﻝ ﻳﻘﺎﻡ ﻛﻞ ﻋﺎﻡ ﻟﺘﻜﺮﱘ ﺃﻫﻞ ﺍﻟﻌﻠﻢ ،ﺣﻴﺚ ﻳﺘﻢ ﺍﺧﺘﻴﺎﺭ ﻋﺎﱂ ﺟﺰﺍﺋﺮﻱ ﺑﺮﺯ ﰲ ﳎﺎﻝ ﻣﻦ ﳎﺎﻻﺕ ﺍﻟﻌﻠﻢ ،ﻭﻗﺪ
ﺳﺎﳘﺖ ﺭﻋﺎﻳﺔ ﺍﳌﻮﻗﻊ ﳍﺬﻩ ﺍﻟﺘﻈﺎﻫﺮﺓ ﺍﻟﺜﻘﺎﻓﻴﺔ ﺍﻟﻌﻠﻤﻴﺔ ﰲ ﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺯﻭﺍﺭﻩ ﺣﻴﺚ ﻗﺎﻡ ﺣﻮﺍﱄ 20952ﺯﺍﺋﺮ ﲟﻄﺎﻟﻌﺔ ﺍﳌﻮﺍﺿﻴﻊ
ﺍﳌﺘﺼﻠﺔ ﺬﻩ ﺍﻻﺣﺘﻔﺎﻟﻴﺔ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻛﻤﺎ ﻫﻮ ﻣﺒﲔ ﰲ ﻫﺬﺍ ﺍﳉﺪﻭﻝ:
585 5 ﺻﻮﺗﻴﺎﺕ ﻭﻣﺮﺋﻴﺎﺕ ﺧﺎﺻﺔ ﺑﻮﺳﺎﻡ ﺍﻟﻌﺎﱂ ﺍﳉﺰﺍﺋﺮﻱ 1429ﻫـ 2008 /ﻡ )ﺍﻟﻄﺒﻌﺔ ﺍﻟﺜﺎﻧﻴﺔ(
3
ﺟﺪﻭﻝ ﺭﻗﻢ: -4-ﺇﺣﺼﺎﺋﻴﺎﺕ ﺣﻮﻝ ﻭﺳﺎﻡ ﺍﻟﻌﺎﱂ ﺍﳉﺰﺍﺋﺮﻱ
ﻣﻮﺿﻮﻉ ﺍﻟﻨﺼﺮﺓ ﻟﻠﻘﻀﻴﺔ ﺍﻟﻔﻠﺴﻄﻴﻨﻴﺔ ﻗﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺘﻜﻮﻳﻦ ﻣﻠﻒ ﲰﺎﻩ "ﺍﻟﻨﺼﺮﺓ " ﺿﻢ ﻓﻴﻪ ﻣﻘﺎﻻﺕ ﻭﺗﻘﺎﺭﻳﺮ ﻭﺃﺣﺪﺍﺙ ﳌﺎ ﳚﺮﻱ
ﰲ ﺍﻟﻌﺎﱂ ،ﻭﺃﻣﺎﻡ ﺍﻻﺟﺘﻴﺎﺡ ﺍﻹﺳﺮﺍﺋﻴﻠﻲ ﻟﻘﻄﺎﻉ ﻏﺰﺓ ﺎﻱ ﺓ ﻋﺎﻡ 2008ﻭﺑﺪﺍﻳﺔ ﻋﺎﻡ 2009ﻗﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺘﻐﻄﻴﺔ ﳌﺎ ﳚﺮﻱ ﰲ
1
-ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ :ﺍﳌﺴﺆﻭﻝ ﺍﻷﻭﻝ ﻋﻠﻰ ﻣﻮﻗﻊ ،veecos.netﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﻳﻮﻡ 30ﻣﺎﺭﺱ 2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ
2
-ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ :ﺍﳌﺴﺆﻭﻝ ﺍﻷﻭﻝ ﻋﻠﻰ ﻣﻮﻗﻊ ،veecos.netﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﻳﻮﻡ 30ﻣﺎﺭﺱ 2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ
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-ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ.
www.veecos.net
ﻏﺰﺓ ﻭﰲ ﺳﺎﺋﺮ ﺑﻘﺎﻉ ﺍﻟﻌﺎﱂ ﺣﻮﻝ ﺍﻟﻘﻀﻴﺔ ﺍﻟﻔﻠﺴﻄﻴﻨﻴﺔ" ،ﻓﻌﻠﻰ ﻣﺪﻯ ﺷﻬﺮﺟﺎﻧﻔﻲ 2009ﻓﻘﻂ ﺗﺎﺑﻊ ﺣﻮﺍﱄ 8ﺃﻻﻑ ﺯﺍﺋﺮ ﻫﺬﺍ
ﺍﳌﻮﺿﻮﻉ" ،1ﻛﻤﺎ ﻣﺒﲔ ﰲ ﻫﺬﺍ ﺍﳉﺪﻭﻝ:
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-ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ.
2
-ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ.
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-ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ.
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א.6)6א9א W
ﻣﻦ ﺃﻫﻢ ﺍﻟﻨﺘﺎﺋﺞ ﻭﺍﻻﺳﺘﻨﺘﺎﺟﺎﺕ ﺍﻟﱵ ﲪﻠﺘﻬﺎ ﻫﺬﻩ ﺍﳌﺬﻛﺮﺓ ﻣﺎﻳﻠﻲ:
• ﺗﺮﻛﻴﺰ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﻋﻠﻰ ﺍﳉﻤﻬﻮﺭ ﺍﻟﻨﻮﻋﻲ ،ﺣﻴﺚ ﻗﺎﻣﺖ ﺑﺈﺩﺭﺍﺝ ﺍﺳﻢ ﺍﳌﻮﻗﻊ ﻋﻠﻰ ﺍﳌﻨﺘﺠﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ﻣﻦ ﻛﺘﺐ ﻭﺩﻭﺭﻳﺎﺕ
ﻭﻧﺸﺮﻳﺎﺕ...ﺑﻐﻴﺔ ﺍﺳﺘﻘﻄﺎﺏ ﻫﺬﻩ ﺍﻟﺸﺮﳛﺔ ﺍﳌﻬﻤﺔ.
• ﻳﻌﺎﺏ ﻋﻠﻰ ﺁﻟﻴﺔ ﺍﻹﻋﻼﻥ ﺧﺎﺭﺝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﺃﺎ ﻻﺯﻟﺖ ﺿﻌﻴﻔﺔ ،ﺑﺎﻟﻨﻈﺮ ﺇﱃ ﻋﺪﻡ ﻋﻠﻢ ﻋﺪﺩ ﻻﺑﺄﺱ ﺑﻪ ﺑﺎﳌﻮﻗﻊ ﺃﺻﻼ
ﺃﻭ ﲞﺪﻣﺎﺗﻪ.
• ﻫﻨﺎﻙ ﺟﻬﻮﺩ ﻛﺒﲑﺓ ﰲ ﳎﺎﻝ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺑﺎﻟﻨﻈﺮ ﺇﱃ ﺍﻟﺸﺮﳛﺔ ﺍﳌﺴﺘﻘﻄﺒﺔ ﻣﻦ ﺍﻟﻜﺘﺎﺏ ﻭﺍﳌﻔﻜﺮﻳﻦ ﺇﻻ ﺃﺎ ﻻﺯﺍﻟﺖ
ﻧﺎﻗﺼﺔ ﺣﻴﺚ ﻳﻌﺎﺏ ﻋﻠﻰ ﺇﺩﺍﺭﺓ ﻣﻮﻗﻊ veecos.netﻋﺪﻡ ﻭﺿﻌﻬﺎ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻟﻼﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﺑﻐﻴﺔ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ
ﺍﻹﻣﻜﺎﻧﻴﺎﺕ ﺍﳌﺘﻮﻓﺮﺓ.
• ﻗﻴﺎﻡ ﺇﺩﺍﺭﺓ ﻣﻮﻗﻊ veecos.netﺑﺎﳌﺸﺎﺭﻛﺔ ﰲ ﺍﻟﻠﻘﺎﺀﺍﺕ ﺍﳋﺎﺻﺔ ﲟﻜﺘﺐ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻤﻴﺔ ،ﻗﻴﺎﻣﻪ ﺑﺘﺮﻭﻳﺞ ﺍﳌﻮﻗﻊ ﻓﻴﻬﺎ
• ﻏﻴﺎﺏ ﻋﻤﻞ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﻭﺍﻟﻨﺸﺮ ﺍﻟﻌﻠﻤﻲ ﻟﻠﻤﻮﻗﻊ ،ﺧﺎﺭﺝ ﺍﻹﻃﺎﺭ ﺍﻟﺴﺎﺑﻖ ﺍﻟﺬﻛﺮ.
• ﻏﻴﺎﺏ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﺿﺤﺔ ﻟﻠﺘﻌﺎﻣﻞ ﻣﻊ ﺍﻷﺣﺪﺍﺙ ﺍﻟﺮﺍﻫﻨﺔ ﻭﻣﻊ ﺍﶈﻴﻂ ﺍﻟﻌﺎﻡ.
• ﻧﺸﺎﻁ ﺿﻌﻴﻒ ﻟﻺﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ﺣﻴﺚ ﺳﺠﻠﻨﺎ ﺑﻌﺾ ﺍﳌﺸﺎﺭﻛﺎﺕ ﻣﻦ ﺍﻟﻌﺎﻣﻠﲔ ﺑﺎﳌﻮﻗﻊ ﻣﺜﻞ ﺗﺮﻭﻳﺞ ﺍﳌﻮﻗﻊ ﰲ
ﺍﳌﻨﺘﺪﻳﺎﺕ.
• ﻗﻴﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺎﺳﺘﺤﺪﺍﺙ ﺗﻘﻨﻴﺔ ﻣﺸﺎﺭﻛﺔ ﺍﶈﺘﻮﻯ.
• ﻗﻴﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺎﻹﻋﻼﻥ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻷﺷﺮﻃﺔ ﺍﻹﻋﻼﻧﻴﺔ ﺩﺍﺧﻞ ﺍﳌﻮﻗﻊ.
• ﻏﻴﺎﺏ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﺿﺤﺔ ﻟﻺﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ.
• ﺍﺳﺘﻌﻤﺎﻝ ﺍﻟﻨﺸﺮﺓ ﺍﻟﱪﻳﺪﻳﺔ ﺑﻐﻴﺔ ﻣﺮﺍﺳﻠﺔ ﺍﳌﺴﺠﻠﲔ ﺑﺎﳌﻮﻗﻊ ،ﺇﻻ ﺃﻥ ﻋﻤﻠﻬﺎ ﻧﺎﻗﺺ ﺟﺪﺍ ،ﳑﺎ ﳛﺘﻢ ﺇﻋﺎﺩﺓ ﺍﻟﻨﻈﺮ ﰲ ﺍﺳﺘﺨﺪﺍﻡ
ﻫﺬﻩ ﺍﻟﻮﺳﻴﻠﺔ ﺍﳌﻬﻤﺔ.
• ﻗﻴﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺗﻘﻨﻴﺔ ﺍﻟﺘﺴﻮﻳﻖ ﻣﻦ ﻃﺮﻑ ﻷﺧﺮ ﻣﻦ ﺧﻼﻝ ﺇﺩﺭﺍﺝ ﺧﺎﻧﺔ – ﺃﺭﺳﻞ ﻫﺬﺍ ﺍﳌﻘﺎﻝ ﻟﺼﺪﻳﻖ-ﺣﻴﺚ
ﺳﺘﺴﺎﻫﻢ ﻫﺬﻩ ﺍﻟﺘﻘﻨﻴﺔ ﰲ ﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺯﻭﺍﺭ ﺍﳌﻮﻗﻊ ﺍﳌﻬﺘﻤﲔ ﲞﺪﻣﺎﺗﻪ.
• ﻗﻴﺎﻡ ﺇﺩﺍﺭﺓ ﺍﳌﻮﻗﻊ ﺑﺪﺍﻳﺔ ﻣﻦ ﺟﻮﻳﻠﻴﺔ 2008ﺑﺎﻟﺘﻌﺎﻣﻞ ﻣﻊ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،ﺣﻴﺚ ﻗﺎﻣﺖ ﺑﻮﺿﻊ ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ ﻟﻜﻞ
ﺍﳌﺪﺭﺟﺎﺕ ﺍﻟﺴﺎﺑﻘﺔ ﰲ ﺍﳌﻮﻗﻊ ﻣﻦ ﻣﻘﺎﻻﺕ ﻭﺗﺼﺎﻣﻴﻢ ،ﻭﳐﺘﻠﻒ ﺍﳌﺸﺎﺭﻛﺎﺕ...
• ﺍﻟﺘﺴﺠﻴﻞ ﺑﺄﺩﻟﺔ ﺍﳌﻮﺍﻗﻊ ﻳﺘﻢ ﺑﻄﺮﻳﻘﺔ ﺷﺨﺼﻴﺔ ﺣﻴﺚ ﰎ ﺍﻟﺘﺴﺠﻴﻞ ﺑـ 25ﺩﻟﻴﻼ ﻟﻠﻤﻮﺍﻗﻊ.
www.veecos.net
• ﻗﻴﺎﻡ ﺍﳌﻮﻗﻊ ﺑﺮﻋﺎﻳﺔ ﺑﻌﺾ ﺍﻷﺣﺪﺍﺙ ﺍﻟﻮﻃﻨﻴﺔ ﻭﺍﻟﻌﺎﳌﻴﺔ ﻣﺜﻞ ﻭﺳﺎﻡ ﺍﻟﻌﺎﱂ ﺍﳉﺰﺍﺋﺮﻱ ﰲ ﻃﺒﻌﱵ 2007ﻭ 2008ﻭﺑﺮﻧﺎﻣﺞ
ﺍﻟﻨﺼﺮﺓ ﺃﺛﻨﺎﺀ ﺍﻻﺣﺘﻼﻝ ﺍﻹﺳﺮﺍﺋﻴﻠﻲ ﻋﻠﻰ ﻏﺰﺓ...ﻭﻗﺪ ﺳﺎﳘﺖ ﻫﺬﻩ ﺍﻷﺣﺪﺍﺙ ﰲ ﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺯﻭﺍﺭ ﺍﳌﻮﻗﻊ ﻭﺗﻔﺎﻋﻠﻴﺘﻬﻢ ﻣﻊ
ﳐﺘﻠﻒ ﺍﳌﻮﺿﻮﻋﺎﺕ.
• ﻏﻴﺎﺏ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻭﺍﺿﺤﺔ ﺑﻐﻴﺔ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﺍﻷﺣﺪﺍﺙ ﻭﺍﳌﻨﺎﺳﺒﺎﺕ ﺍﻟﱵ ﺗﻘﻊ ﰲ ﺩﺍﺋﺮﺓ ﺍﻫﺘﻤﺎﻣﺎﺕ ﺍﳌﻮﻗﻊ.
! .bא9א W
ﺍﻧﻄﻼﻗﺎ ﻣﻦ ﺩﺭﺍﺳﺔ ﺍﻵﻟﻴﺎﺕ ﺍﻟﺘﺮﻭﳚﻴﺔ ﳌﻮﻗﻊ veecos.netﺳﻨﺤﺎﻭﻝ ﺗﻘﺪﱘ ﺃﻫﻢ ﺍﻟﺘﻮﺻﻴﺎﺕ ﻣﻦ ﺃﺟﻞ ﺿﻤﺎﻥ
ﺗﺮﻭﻳﺞ ﺃﻓﻀﻞ ﻟﻠﻤﻮﻗﻊ ﻭﻫﻲ ﻣﺮﺗﺒﺔ ﺣﺴﺐ ﺍﻷﳘﻴﺔ:
• ﺇﻋﺎﺩﺓ ﺗﺼﻨﻴﻒ ﳏﺘﻮﻯ ﻣﻮﻗﻊ veecos.net
• ﺗﻄﺒﻴﻖ ﺗﻘﻨﻴﺔ ﻣﻘﺎﻻﺕ ﺫﺍﺕ ﺻﻠﺔ.
• ﻭﺿﻊ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻣﻦ ﺃﺟﻞ ﺍﻻﺳﺘﻐﻼﻝ ﺍﻷﻣﺜﻞ ﻟﻠﻤﺴﺎﺣﺎﺕ ﺍﻹﻋﻼﻧﻴﺔ ﺩﺍﺧﻞ ﺍﳌﻮﻗﻊ ،ﺇﺫ ﻻ ﺣﻈﻨﺎ ﺃﺛﻨﺎﺀ ﺗﺼﻔﺤﻨﺎ ﳌﺨﺘﻠﻒ
ﺻﻔﺤﺎﺕ ﺍﳌﻮﻗﻊ ﻭﺟﻮﺩ ﻣﺴﺎﺣﺎﺕ ﻓﺎﺭﻏﺔ ﻋﻠﻰ ﺟﻨﱯ ﺍﳌﻮﺍﺿﻴﻊ ﺍﳌﺪﺭﺟﺔ.
• ﺑﻨﺎﺀ ﻣﺮﺟﻌﻴﺔ ﺍﳌﻮﻗﻊ ﻋﱪ ﺍﻟﺘﺴﻮﻳﻖ ﻟﻠﻤﻮﻗﻊ ﻋﱪ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻣﺜﻞ yahoo.com/ google.com/
bing.com/scholar.google.com
• ﺍﻻﻫﺘﻤﺎﻡ ﺑﺎﻹﺣﺼﺎﺋﻴﺎﺕ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﳌﻮﻗﻊ ،ﻭﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻨﻬﺎ ﺑﻐﻴﺔ ﻣﺘﺎﺑﻌﺔ ﺗﻄﻮﺭ ﺍﳌﻮﻗﻊ
• ﺗﺴﺠﻴﻞ ﺍﳌﻮﻗﻊ ﺑﺄﺩﻟﺔ ﺍﳌﻮﺍﻗﻊ ﻭﻓﻬﺎﺭﺱ ﺍﳌﻮﺍﻗﻊ.
• ﺇﻋﺎﺩﺓ ﺑﻨﺎﺀ ﻟﻠﺼﻔﺤﺎﺕ ﺍﻟﺮﺋﻴﺴﺔ ﻟﻠﻤﺤﺎﻭﺭ ﻋﻠﻰ ﺷﻜﻞ ﺍﻟﺼﻔﺤﺔ ﺍﻟﺮﺋﻴﺴﺔ ﻟﻠﻤﻮﻗﻊ.
• ﻭﺿﻊ ﺇﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻻﺳﺘﻐﻼﻝ ﺍﻟﻨﺸﺮﺓ ﺍﻟﱪﻳﺪﻳﺔ ﻭﺫﻟﻚ ﺑﺎﺳﺘﻌﻤﺎﳍﺎ ﺑﺸﻜﻞ ﺩﻭﺭﻱ ﻣﻊ ﻣﻨﺢ ﺣﺮﻳﺔ ﺍﻻﺧﺘﻴﺎﺭ ﻟﻠﻤﺴﺘﺨﺪﻡ ﰲ
ﺍﺧﺘﻴﺎﺭ ﻣﺎﻳﺮﻳﺪ ﻣﻌﺮﻓﺘﻪ ،ﻭﺗﻘﺪﱘ ﺧﺪﻣﺎﺕ ﺃﻓﻀﻞ ﻟﻠﻤﺴﺠﻠﲔ ﺑﺎﳌﻮﻗﻊ.
• ﺗﺜﻤﲔ ﺍﻟﻌﻼﻗﺔ ﻣﻊ ﻛﺘﺎﺏ ﺍﳌﻮﻗﻊ ﺑﺎﺳﺘﻐﻼﻝ ﺍﳌﻨﺎﺳﺒﺎﺕ ﺍﻟﻌﺎﻣﺔ ،ﻭﺍﻷﺣﺪﺍﺙ ﺍﻟﺮﺍﻫﻨﺔ ﺍﻟﱵ ﺗﻘﻊ ﲢﺖ ﺩﺍﺋﺮﺓ ﺃﻭﻟﻮﻳﺎﺕ ﺇﺩﺍﺭﺓ
ﺍﳌﻮﻗﻊ.
• ﺗﻔﻌﻴﻞ ﺧﺪﻣﺎﺕ ﺍﳌﻮﻗﻊ ﻣﻦ ﺃﺟﻞ ﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺍﳌﺴﺘﻔﻴﺪﻳﻦ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﳌﻮﻗﻊ ﻭﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺍﻟﺰﻭﺍﺭ.
• ﻭﺿﻊ ﺭﺯﻧﺎﻣﺔ ﺳﻨﻮﻳﺔ ﻟﻠﻤﻨﺎﺳﺒﺎﺕ ﻭﺍﻷﺣﺪﺍﺙ ﺍﻟﱵ ﻢ ﲨﻬﻮﺭ ﺍﳌﻮﻗﻊ.
• ﺍﻹﺷﻬﺎﺭ ﻟﻠﻤﻮﻗﻊ ﺩﺍﺧﻞ ﺍﳌﻮﺍﻗﻊ ﺍﳋﺎﺻﺔ ﺑﺘﺤﻤﻴﻞ ﺍﳌﻠﻔﺎﺕ ﻣﺜﻞ 4shared.com/slideshare.com
،/scribd.comﺣﻴﺚ ﻳﺘﻢ ﺇﺷﻬﺎﺭ ﺧﺪﻣﺎﺕ ﺍﳌﻮﻗﻊ ﰲ ﻣﻠﻔﺎﺕ ﺍﻟﺘﺤﻤﻴﻞ.
www.veecos.net 58
Rs-communication.blogspot.com
• ﺍﺳﺘﻐﻼﻝ ﺟﻬﻮﺩ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ﺧﺎﺭﺝ ﺩﺍﺋﺮﺓ ﻣﻜﺘﺐ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﳌﺸﺎﺭﻳﻊ ﺍﻟﺘﺎﺑﻌﺔ ﻟﻪ ،ﻣﺜﻞ ﺍﳌﺸﺎﺭﻛﺔ ﰲ ﺍﳌﻌﺮﺽ
ﺍﻟﺪﻭﱄ ﻟﻠﻜﺘﺎﺏ ،ﺍﳌﻠﺘﻘﻴﺎﺕ ﻭﺍﳌﻌﺎﺭﺽ ﺍﻟﻮﻃﻨﻴﺔ ﺍﻟﱵ ﺗﻔﻖ ﻣﻊ ﺍﳌﻮﻗﻊ ﰲ ﺍﳌﻮﺍﺿﻴﻊ ،ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﲤﺜﲔ ﺍﻟﺮﻭﺍﺑﻂ ﻣﻊ ﻭﺳﺎﺋﻞ
ﺍﻹﻋﻼﻡ.
• ﺗﺒﺎﺩﻝ ﺍﻟﺮﻭﺍﺑﻂ ﺍﻹﻋﻼﻧﻴﺔ ﻣﻊ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﺗﺘﻮﺍﻓﻖ ﻣﻊ ﺍﳌﻮﻗﻊ ﰲ ﺍﻷﻫﺪﺍﻑ ﻭﺍﳌﻮﺿﻮﻉ.
www.veecos.net
א W
ﺃﻓﺮﺯﺕ ﺍﻟﺜﻮﺭﺓ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺔ ﺍﳊﺎﻟﻴﺔ ﻣﻴﻼﺩ ﳎﺘﻤﻊ ﺟﺪﻳﺪ ،ﺍﺗﺴﻢ ﺑﺎﻟﺘﻮﺍﺻﻞ ﺍﻟﺘﻔﺎﻋﻠﻲ ﺍﻟﺪﺍﺋﻢ ﻋﻦ ﻃﺮﻳﻖ ﻭﺳﺎﺋﻂ ﺍﳌﻌﻠﻮﻣﺎﺗﻴﺔ،
ﺍﳌﻌﺰﺯﺓ ﺃﻛﺜﺮ ﺑﺸﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ،ﻫﺬﻩ ﺍﻟﺸﺒﻜﺔ ﺍﻟﱵ ﺗﺘﺴﻢ ﺑﺎﻟﺘﻄﻮﺭ ﺍﻟﻜﺒﲑ ،ﻓﻤﻊ ﻛﻞ ﻳﻮﻡ ﻳﻮﻟﺪ ﻣﻮﻗﻊ ﺟﺪﻳﺪ ،ﻓﻘﺪ ﻏﺼﺖ ﺷﺒﻜﺔ
ﺍﻻﻧﺘﺮﻧﺖ ﺑﺎﳌﻮﺍﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﰲ ﳐﺘﻠﻒ ﺍﳌﻴﺎﺩﻳﻦ ﻭ ﺍﺎﻻﺕ ﻣﺜﻞ ﺍﻟﺘﺠﺎﺭﺓ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﻭ ﺍﻟﺘﻌﻠﻴﻢ ﻋﻦ ﺑﻌﺪ ﺃﻭ ﺍﻟﺘﻌﺎﺭﻑ
ﻭﺍﻟﺪﺭﺩﺷﺔ ،...ﺣﻴﺚ ﺗﻘﻮﻡ ﻫﺬﻩ ﺍﳌﻮﺍﻗﻊ ﺑﺘﻨﺎﻭﻝ ﳐﺘﻠﻒ ﺍﳌﻮﺍﺿﻴﻊ ﺍﻟﱵ ﺗﺘﺼﻞ ﲝﻴﺎﺓ ﺍﻹﻧﺴﺎﻥ ﻓﻤﻨﻬﺎ ﺍﳌﻮﺍﺿﻴﻊ ﺍﻷﺧﻼﻗﻴﺔ ﻭﻣﻨﻬﺎ
ﺍﳌﻤﻨﻮﻋﺎﺕ ﻭ ﺍﳌﻮﺍﺿﻴﻊ ﺍﻹﺑﺎﺣﻴﺔ ،ﻓﺘﺠﺪ ﺍﻟﻜﻞ ﻳﺪﺍﻓﻊ ﻋﻦ ﻓﻜﺮﺗﻪ ﲟﺎ ﺃﻭﰐ ﻣﻦ ﻗﻮﺓ ،ﻭﳛﺎﻭﻝ ﺃﻥ ﻳﺒﻘﻰ ﻣﻮﻗﻌﻪ ﰲ ﺃﻋﻠﻰ ﺗﺮﺗﻴﺐ
ﺍﳌﻮﺍﻗﻊ ،ﻭ ﻳﺴﺘﺤﻮﺫ ﻋﻠﻰ ﺃﻛﱪ ﻋﺪﺩ ﻣﻦ ﺍﻟﺰﻭﺍﺭ ﻭ ﺍﻟﻌﻤﻼﺀ ،ﻭﻫﻨﺎ ﻳﱪﺯ ﺩﻭﺭ ﺍﻟﺘﺮﻭﻳﺞ ﳍﺬﻩ ﺍﳌﻮﺍﻗﻊ ﻛﺄﺩﺍﺓ ﻣﻬﻤﺔ ﺗﺴﺎﻫﻢ ﰲ
ﺗﻌﺮﻳﻒ ﺍﳉﻤﻬﻮﺭ ﺑﺎﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻭﺯﻳﺎﺩﺓ ﻋﺪﺩ ﺯﻭﺍﺭﻩ ﻭﺍﶈﺎﻓﻈﺔ ﻋﻠﻰ ﺯﻭﺍﺭﻩ ﺍﳊﺎﻟﻴﲔ ،ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺍﻟﻘﻴﺎﻡ ﲟﺨﺘﻠﻒ ﻋﻤﻠﻴﺎﺕ
ﺍﻻﺗﺼﺎﻝ ﻭ ﺍﻟﺘﻮﺍﺻﻞ ﺍﻟﱵ ﺗﺘﻢ ﺑﺎﳌﻮﻗﻊ ،ﻓﺎﻟﺘﺮﻭﻳﺞ ﺍﻟﺬﻱ ﻳﻌﺘﻤﺪ ﰲ ﺍﻟﻘﻴﺎﻡ ﲟﺨﺘﻠﻒ ﺃﻋﻤﺎﻟﻪ ﺇﱃ ﻋﺪﺩ ﻣﻦ ﺍﻵﻟﻴﺎﺕ ﻣﻨﻬﺎ ﻣﺎ ﻳﺘﻢ
ﺧﺎﺭﺝ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﻣﺜﻞ ﺍﻹﻋﻼﻥ ﺑﺎﻟﻮﺳﺎﺋﻞ ﺍﻟﺘﻘﻠﻴﺪﻳﺔ ﻭﺍﻻﺗﺼﺎﻝ ﺍﻟﺸﺨﺼﻲ ﻭﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ ،ﻭﻣﻨﻬﺎ ﻣﺎ ﻳﺘﻢ ﺩﺍﺧﻞ ﺷﺒﻜﺔ
ﺍﻻﻧﺘﺮﻧﺖ ﻣﺜﻞ ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﺍﻟﱪﻳﺪ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻭﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﻭﺗﺴﻮﻳﻖ ﺍﻟﻌﻼﻗﺎﺕ ﺍﻟﻌﺎﻣﺔ.
ﻭﺑﻌﺪ ﺍﻟﺘﻄﺮﻕ ﳍﺎﺗﻪ ﺍﻵﻟﻴﺎﺕ ﺣﺎﻭﻟﻨﺎ ﺭﺑﻂ ﺍﺎﻝ ﺍﻟﻨﻈﺮﻱ ﲟﺜﺎﻝ ﺗﻄﺒﻴﻘﻲ ،ﻓﻘﻤﻨﺎ ﺑﺪﺭﺍﺳﺔ ﺣﺎﻟﺔ ﻣﻮﻗﻊ veecos.netﻫﺬﺍ
ﺍﳌﻮﻗﻊ ﺍﳌﺘﻤﻴﺰ ﺑﻐﺎﻳﺘﻪ ﺍﻟﻮﺍﺿﺤﺔ ﻭﺑﺮﺳﺎﻟﺘﻪ ﺍﻟﺘﻐﻴﲑﻳﺔ ﺍﻟﺴﺎﻋﻴﺔ ﺇﱃ ﺍﻟﺘﻤﻜﲔ ﰲ ﺃﺭﺽ ﺍﷲ ،ﳏﺎﻭﻟﲔ ﺇﺳﻘﺎﻁ ﻣﺎ ﺗﻨﺎﻭﻟﻨﺎﻩ ﰲ ﺍﳉﺎﻧﺐ
ﺍﻟﻨﻈﺮﻱ ،ﻭﻟﺘﻘﻴﻴﻢ ﲡﺮﺑﺔ ﻫﺬﺍ ﺍﳌﻮﻗﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﻟﻔﱵ ﻓﺎﺳﺘﺨﻠﺼﻨﺎ ﰲ ﺍﻷﺧﲑ ﺑﺄﻥ ﺍﻟﺘﺮﻭﻳﺞ ﻟﻠﻤﻮﻗﻊ ﻻﺯﺍﻝ ﻧﺎﻗﺼﺎ ،ﺑﺎﻟﻨﻈﺮ ﺇﱃ
ﺍﻹﻣﻜﺎﻧﻴﺎﺕ ﺍﳌﺘﻮﻓﺮﺓ ﻟﺪﻳﻪ ﻣﺜﻞ ﻧﻮﻋﻴﺔ ﺍﳌﻮﺍﺿﻴﻊ ﺍﻟﱵ ﻳﺘﻨﺎﻭﳍﺎ ،ﺿﻒ ﺇﱃ ﺫﻟﻚ ﻗﺎﺋﻤﺔ ﻛﺘﺎﺏ ﺍﳌﻮﻗﻊ ،ﺯﺩ ﻋﻠﻰ ﺫﻟﻚ ﺍﻟﻔﺮﺹ
ﺍﻟﺘﺮﻭﳚﻴﺔ ﻹﻋﻼﻥ ﻣﻮﺍﺿﻴﻌﻪ ﺍﳋﺎﺻﺔ ﺩﺍﺧﻞ ﺻﻔﺤﺎﺕ ﺍﳌﻮﻗﻊ ،ﻭﺗﺒﺎﺩﻝ ﺍﻟﺮﻭﺍﺑﻂ ﻣﻊ ﺍﳌﻮﺍﻗﻊ ﺍﻟﱵ ﺗﻘﺎﲰﻪ ﻧﻔﺲ ﺍﻟﻐﺎﻳﺔ ﻭﺍﻷﻫﺪﺍﻑ،
ﺯﺩ ﻋﻠﻰ ﺫﻟﻚ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻨﺸﺮﺓ ﺍﻟﱪﻳﺪﻳﺔ ﺧﺎﺻﺔ ﺇﺫﺍ ﻋﻠﻤﻨﺎ ﺃﻥ ﻗﺎﺋﻤﺔ ﺍﳌﺴﺠﻠﲔ ﺑﺎﳌﻮﻗﻊ ﺗﺒﻠﻎ ﺃﻛﺜﺮ ﻣﻦ ﺃﻟﻒ ﻋﻨﻮﺍﻥ ﺑﺮﻳﺪﻱ.
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-ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ
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א02]\J
1
-ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ
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א3]\J
25000
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1
-ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﰲ ﺍﻟﻔﺘﺮﺓ ﺍﳌﻤﺘﺪﺓ ﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ
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ﻗﺎﺋﻤﺔ ﺍﳌﺮﺍﺟﻊ ﻭﺍﳌﺼﺎﺩﺭ:
ﺍﻟﻜﺘﺐ :
-1ﺃﺑﻮ ﻋﻠﻔﺔ ﻋﺼﺎﻡ ﺍﻟﺪﻳﻦ ﺃﻣﲔ :ﺍﻟﺘﺮﻭﻳﺞ ،ﺍﻟﻘﺎﻫﺮﺓ ،ﻣﺆﺳﺴﺔ ﻃﻴﺒﺔ2002 ،
-2ﺃﺑﻮ ﻓﺄﺭﺓ ﻳﻮﺳﻒ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﻭﺍﺋﻞ2004 ،
-3ﺃﺳﻌﺪ ﻋﺒﺪ ﺍﳊﻤﻴﺪ ﻃﻠﻌﺖ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻔﻌﺎﻝ ،ﺍﻹﺳﻜﻨﺪﺭﻳﺔ :ﻣﻨﺸﺄﺓ ﺍﳌﻌﺎﺭﻑ2002 ,
-4ﺃﺳﻌﺪ ﻋﺒﺪ ﺍﳊﻤﻴﺪ ﻃﻠﻌﺖ :ﻛﻴﻒ ﲡﺬﺏ ﻋﻤﻴﻼ ﺩﺍﺋﻤﺎ ،ﺍﻟﻘﺎﻫﺮﺓ ،ﻣﻜﺘﺒﺔ ﺍﻻﻫﺮﺍﻡ1999 ،
-5ﺑﻮﺣﺠﺎﻡ ﺟﺎﺑﺮ ﳏﻤﺪ :ﻣﻨﻬﺠﻴﺔ ﺍﻟﺪﻋﻮﺓ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ،ﺍﳉﺰﺍﺋﺮ ،ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ2007 ،
-6ﺍﻟﺒﻨﺪﺍﺭﻱ ﺇﺑﺮﺍﻫﻴﻢ :ﺍﻻﻧﺘﺮﻧﺖ ﺍﳌﻜﻮﻧﺎﺕ ﻭﺍﳋﺪﻣﺎﺕ ،ﺩ.ﻡ.ﻥ1999،
-7ﺑﻦ ﻣﺮﺳﻠﻲ ﺃﲪﺪ :ﻣﻨﺎﻫﺞ ﺍﻟﺒﺤﺚ ﺍﻟﻌﻠﻤﻲ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭ ﺍﻻﺗﺼﺎﻝ ،ﺍﳉﺰﺍﺋﺮ ،ﺩﻳﻮﺍﻥ ﺍﳌﻄﺒﻮﻋﺎﺕ ﺍﳉﺎﻣﻌﻴﺔ ،ﻁ2005 ،2
-8ﺟﻴﺘﺲ ﺑﻴﻞ :ﺍﳌﻌﻠﻮﻣﺎﺗﻴﺔ ﺑﻌﺪ ﺍﻻﻧﺘﺮﻧﺖ ،ﺍﻟﻜﻮﻳﺖ ،ﻋﺎﱂ ﺍﳌﻌﺮﻓﺔ.1998 ،
-9ﺍﳋﻄﻴﺐ ﻓﻬﺪ ﺳﻠﻴﻢ ،ﻋﻮﺍﺩ ﳏﻤﺪ ﺳﻠﻴﻤﺎﻥ ،ﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﻟﻔﻜﺮ ﻟﻠﻄﺒﺎﻋﺔ ﻭ ﺍﻟﻨﺸﺮ ﻭ ﺍﻟﺘﻮﺯﻳﻊ2000 ،
-10ﺍﻟﺪﻧﺎﱐ ﻋﺒﺪ ﺍﳌﺎﻟﻚ ﺭﺩﻣﺎﻥ :ﺍﻟﻮﻇﻴﻔﺔ ﺍﻻﻋﻼﻧﻴﺔ ﻟﺸﺒﻜﺔ ﺍﻹﻧﺘﺮﻧﺖ ،ﻁ ،1ﺑﲑﻭﺕ ،ﺩﺍﺭ ﺍﻟﺮﺍﺗﺐ ﺍﳉﺎﻣﻌﻴﺔ2000 ،
-11ﺳﻨﻮ ﻣﻲ ﺍﻟﻌﺒﺪ ﺍﷲ :ﺍﻻﺗﺼﺎﻝ ﰲ ﻋﺼﺮ ﺍﻟﻌﻮﳌﺔ ،ﺍﻟﺪﻭﺭ ﻭﺍﻟﺘﺤﺪﻳﺎﺕ ﺍﳉﺪﻳﺪﺓ ،ﻁ ،2ﺑﲑﻭﺕ ،ﺩﺍﺭ ﺍﻟﻨﻬﻀﺔ ﺍﻟﻌﺮﺑﻴﺔ2001،
-12ﻃﺎﺭﻕ ﻃﻪ :ﺍﻟﺘﺴﻮﻳﻖ ﺑﺎﻻﻧﺘﺮﻧﺖ ﻭﺍﻟﺘﺠﺎﺭﺓ ﺍﻹﻟﻜﺘﺮﻭﻧﻴﺔ،ﺍﻹﺳﻜﻨﺪﺭﻳﺔ ،ﺩﺍﺭ ﺍﳉﺎﻣﻌﺔ ﺍﳉﺪﻳﺪﺓ2007 ،
-13ﺍﻟﺼﺤﻦ ﳏﻤـﺪ ﻓﺮﻳـﺪ :ﺍﻟﺘﺴﻮﻳﻖ ،ﺍﻹﺳﻜﻨﺪﺭﻳـﺔ ،ﺍﻟﺪﺍﺭ ﺍﳉﺎﻣﻌﻴﺔ ﻟﻠﻨﺸـﺮ ﻭ ﺍﻟﺘﻮﺯﻳـﻊ 2001 ،
-14ﻋﻄﻴﺔ ﻃﺎﻫﺮ ﻣﺮﺳﻲ :ﺇﻋﺪﺍﺩ ﺭﺳﺎﺋﻞ ﺍﳌﺎﺟﺴﺘﲑ ﻭ ﺍﻟﺪﻛﺘﻮﺭﺍﻩ ،ﺍﻟﻘﺎﻫﺮﺓ ،ﺩﺍﺭ ﺍﻟﻨﻬﻀﺔ،ﺩ ﺕ
-15ﻋﻘﻴﻠﻲ ﻋﻤﺮ ﻭﺻﻔﻲ ،ﺍﻟﻌﺒﺪﱄ ﻗﺤﻄﺎﻥ ﺑﺪﺭ ،ﺍﻟﻐﺪﻳﺮ ﲪﺪ ﺭﺍﺷﺪ :ﻣﺒﺎﺩﺉ ﺍﻟﺘﺴﻮﻳﻖ )ﻣﺪﺧﻞ ﻣﺘﻜﺎﻣﻞ( ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺯﻫﺮﺍﻥ ﻟﻠﻨﺸﺮ1996 ،
-16ﺍﻟﻌﻼﻕ ﺑﺸﲑ ،ﻋﻠﻲ ﳏﻤﺪ ﺭﺑﺎﺑﻌﺔ :ﺍﻟﺘﺮﻭﻳﺞ ﻭ ﺍﻹﻋﻼﻥ ﺍﻟﺘﺠﺎﺭﻱ ,ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﻟﻴﺎﺯﻭﺭﻱ ﺍﻟﻌﻠﻤﻴﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ2007 ،
-17ﺍﻟﻌﻼﻕ ﺑﺸﲑ :ﺍﳋﺪﻣﺎﺕ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ﺑﲔ ﺍﻟﻨﻈﺮﻳﺔ ﻭﺍﻟﺘﻄﺒﻴﻖ ،ﺍﻟﻘﺎﻫﺮﺓ ،ﺩﺍﻳﻨﻤﻚ ﻟﻠﻄﺒﺎﻋﺔ2004 ,
-18ﳏﻔﻮﻅ ﳏﻤﻮﺩ ﳏﻤﺪ ﻭﺁﺧﺮﻭﻥ:ﺍﳌﻮﺳﻮﻋﺔ ﺍﳌﻴﺴﺮﺓ ،ﺍﻟﻘﺎﻫﺮﺓ،ﺑﲑﻭﺕ ،ﺗﻮﻧﺲ ،ﺩﺍﺭ ﺍﳉﻴﻞ ،ﻁ2001 ،2
-19ﺍﳌﺴﺎﻋﺪ ﺯﻛﻲ ﺧﻠﻴﻞ :ﺗﺴﻮﻳﻖ ﺍﳋﺪﻣﺎﺕ ﻭﺗﻄﺒﻴﻘﺎﺎ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﳌﻨﺎﻫﺞ ،ﻁ2005 ، 2
-20ﻣﺴﻌﺪ ﳏﲕ ﳏﻤﺪ :ﻛﻴﻔﻴﺔ ﻛﺘﺎﺑﺔ ﺍﻷﲝﺎﺙ ﻭ ﺍﻹﻋﺪﺍﺩ ﻟﻠﻤﺤﺎﺿﺮﺍﺕ ،ﺍﻹﺳﻜﻨﺪﺭﻳﺔ ،ﺍﳌﻜﺘﺐ ﺍﻟﻌﺮﰊ ﺍﳊﺪﻳﺚ ،ﻁ2000 ،2
-21ﻧﺼﲑ ﳏﻤﺪ ﻃﺎﻫﺮ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﳊﺎﻣﺪ. 2005 ،
ﺍﳌﻌﺎﺟﻢ ﻭﺍﻟﻘﻮﺍﻣﻴﺲ:
-1ﻗﻨﺪﻳﻠﺠﻲ ﻋﺎﻣﺮ ﺇﺑﺮﺍﻫﻴﻢ :ﺍﳌﻌﺠﻢ ﺍﳌﻮﺳﻮﻋﻲ ﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻭﺍﻷﻧﺘﺮﻧﺖ ،ﻋﻤﺎﻥ ،ﺩﺍﺭ ﺍﳌﺴﲑﺓ2003 ،
ﺍﻷﻃﺮﻭﺣﺎﺕ ﻭﺍﻟﺮﺳﺎﺋﻞ ﺍﳉﺎﻣﻌﻴﺔ:
-1ﻣﻨﺼﻮﺭﺣﺴﻦ ﳏﻤﺪ ﻣﻨﺼﻮﺭ :ﺍﻹﻋﻼﻡ ﺍﻟﻌﺮﰊ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ،ﺃﻃﺮﻭﺣﺔ ﻟﻨﻴﻞ ﺩﺭﺟﺔ ﺍﻟﺪﻛﺘﻮﺭﺍﻩ ﰲ ﺍﻟﺼﺤﺎﻓﺔ ﻭﺍﻻﻋﻼﻡ ،ﻗﺴﻢ ﺍﻟﺼﺤﺎﻓﺔ
ﻭﺍﻹﻋﻼﻡ ،ﺟﺎﻣﻌﺔ ﺍﻷﺯﻫﺮ،2007 ،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
-2ﻟﻌﻘﺎﺏ ﳏﻤﺪ :ﳎﺘﻤﻊ ﺍﻹﻋﻼﻡ ﻭﺍﳌﻌﻠﻮﻣﺎﺕ ،ﺃﻃﺮﻭﺣﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺩﺭﺟﺔ ﺩﻛﺘﻮﺭﺍﻩ ﺩﻭﻟﺔ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ
ﻭﺍﻻﺗﺼﺎﻝ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2001 ،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
www.veecos.net
-3ﺑﻌﺰﻳﺰ ﺇﺑﺮﺍﻫﻴﻢ :ﻣﻨﺘﺪﻳﺎﺕ ﺍﶈﺎﺩﺛﺔ ﻭ ﺍﻟﺪﺭﺩﺷﺔ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ
ﻭﺍﻻﺗﺼﺎﻝ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2008،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
-4ﺑﻨﺖ ﳏﻤﺪ ﻓﻄﻮﻣﺔ :ﺍﻟﺘﺴﻮﻳﻖ ﻭﺍﺳﺘﺨﺪﺍﻣﻪ ﰲ ﺍﻻﺗﺼﺎﻝ ﺍﻻﺟﺘﻤﺎﻋﻲ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ
ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2001،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
-5ﺍﳋﻨﺴﺎﺀ ﺷﻴﻤﺎﺀ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ ﻭﺗﻔﻌﻴﻞ ﺍﻟﺘﻮﺟﻪ ﳓﻮ ﺍﻟﺰﺑﻮﻥ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺘﺠﺎﺭﻳﺔ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ
ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻟﺘﺴﻴﲑ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2006،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
-6ﺭﺍﺑﺢ ﺑﻠﻘﺎﺳﻢ :ﺻﻮﺭﺓ ﺍﳌﺆﺳﺴﺔ ﻭﺗﻘﻴﻴﻢ ﻓﻌﺎﻟﻴﺔ ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻻﺗﺼﺎﻝ ﺍﻟﺘﺴﻮﻳﻘﻲ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺘﺠﺎﺭﻳﺔ ،ﻓﺮﻉ
ﺍﻟﺘﺴﻮﻳﻖ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻟﺘﺴﻴﲑ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2006،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
-7ﺯﺍﻭﻱ ﳏﻤﺪ ﺍﻟﻄﻴﺐ :ﺍﻹﻋﻼﻡ ﺍﻹﺳﻼﻣﻲ ﺍﻻﻟﻜﺘﺮﻭﱐ ﺍﳌﻌﺎﺻﺮ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ
ﺍﻹﻋﻼﻡ ﻭﺍﻻﺗﺼﺎﻝ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2004 ،ﻏﲑ ﻣﻨﺸﻮﺭﺓ .
-8ﻋﺮﻋﺎﺭ ﻴﺔ :ﻭﺍﻗﻊ ﺍﺳﺘﺨﺪﺍﻡ ﺷﺒﻜﺔ ﺍﻻﻧﺘﺮﻧﺖ ﻛﻤﺼﺪﺭ ﻣﻌﻠﻮﻣﺎﺕ ﻋﻨﺪ ﺍﻟﻄﻠﺒﺔ ﺍﳉﺎﻣﻌﻴﲔ ﺍﳌﺪﺭﺳﺔ ﺍﻟﻌﻠﻴﺎ ﻟﻠﺘﺠﺎﺭﺓ ﻭﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻹﻧﺴﺎﻧﻴﺔ ﻭ
ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻢ ﺍﳌﻜﺘﺒﺎﺕ ﻭﺍﻟﺘﻮﺛﻴﻖ ،ﻗﺴﻢ ﻋﻠﻢ ﺍﳌﻜﺘﺒﺎﺕ ﻭﺍﻟﺘﻮﺛﻴﻖ ،ﻛﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻹﻧﺴﺎﻧﻴﺔ ﻭﺍﻻﺟﺘﻤﺎﻉ ،ﺟﺎﻣﻌﺔ
ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2007،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
-9ﻓﻨﺪﻭﺷﻲ ﺭﺑﻴﻌﺔ :ﺍﻹﻋﻼﻥ ﻋﱪ ﺍﻻﻧﺘﺮﻧﺖ ،ﺭﺳﺎﻟﺔ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﳌﺎﺟﻴﺴﺘﺎﺭ ﰲ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻹﺗﺼﺎﻝ ،ﻗﺴﻢ ﻋﻠﻮﻡ ﺍﻹﻋﻼﻡ ﻭﺍﻹﺗﺼﺎﻝ ،ﻛﻠﻴﺔ
ﺍﻟﻌﻠﻮﻡ ﺍﻟﺴﻴﺎﺳﻴﺔ ﻭﺍﻹﻋﻼﻡ ،ﺟﺎﻣﻌﺔ ﺍﳉﺰﺍﺋﺮ ﺑﻦ ﻳﻮﺳﻒ ﺑﻦ ﺧﺪﺓ ،2005،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
-10ﺑﻦ ﻋﺰﺓ ﺯﻫﻮﺭ:ﺍﻟﺘﺴﻮﻳﻖ ﺍﻻﻟﻜﺘﺮﻭﱐ ،ﻣﺬﻛﺮﺓ ﻟﻨﻴﻞ ﺷﻬﺎﺩﺓ ﺍﻟﻠﻴﺴﺎﻧﺲ ﰲ ﺍﻟﻌﻠﻮﻡ ﺍﻟﺘﺠﺎﺭﻳﺔ ،ﻣﻌﻬﺪ ﺍﻟﻌﻠﻮﻡ ﺍﻹﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﻋﻠﻮﻡ
ﺍﻟﺘﺴﻴﲑ ،ﺍﳌﺮﻛﺰ ﺍﳉﺎﻣﻌﻲ ﳛﻲ ﻓﺎﺭﺱ ﺑﺎﳌﺪﻳﺔ،2007 ،ﻏﲑ ﻣﻨﺸﻮﺭﺓ.
ﺍﻟﻮﺛﺎﺋﻖ ﻭﺍﳌﻨﺸﻮﺭﺍﺕ:
-1ﳏﻤﺪ ﺃﺑﺎﻧﻮ :ﺇﺣﺼﺎﺋﻴﺎﺕ ﻣﻮﻗﻊ veecos.netﻣﻦ ﺟﻮﺍﻥ 2007ﺇﱃ ﻏﺎﻳﺔ ﺟﺎﻧﻔﻲ ،2009ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ،2009 ،ﻏﱪ ﻣﻨﺸﻮﺭﺓ.
ﺍﳌﻘﺎﺑﻼﺕ:
-1ﻣﻘﺎﺑﻠﺔ ﻣﻊ ﺍﻟﺴﻴﺪ ﺑﺎﺑﺎﻋﻤﻲ ﳏﻤﺪ ﺍﳌﺸﺮﻑ ﺍﻟﻌﺎﻡ ﻋﻠﻰ ﻣﻮﻗﻊ ،veecos.netﺑﺘﺎﺭﻳﺦ 19ﻓﻴﻔﺮﻱ ،2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ
ﺍﻟﻌﺎﺻﻤﺔ.
-2ﻣﻘﺎﺑﻠﺔ ﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﺍﳌﺴﺆﻭﻝ ﺍﻷﻭﻝ ﻋﻠﻰ ﻣﻮﻗﻊ ،veecos.netﺑﺘﺎﺭﻳﺦ 5ﺟﺎﻧﻔﻲ ،2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ
ﺍﻟﻌﺎﺻﻤﺔ.
-3ﻣﻘﺎﺑﻠﺔ ﻣﻊ ﺍﻟﺴﻴﺪ ﺗﻮﻓﻴﻖ ﻓﺨﺎﺭ ﺍﳌﺴﺆﻭﻝ ﺍﻷﻭﻝ ﻋﻠﻰ ﻣﻮﻗﻊ ،veecos.netﺑﺘﺎﺭﻳﺦ30ﻣﺎﺭﺱ ،2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ.
-4ﻣﻘﺎﺑﻠﺔ ﻣﻊ ﺍﻟﺴﻴﺪ ﺣﻔﺎﺭ ﺳﻔﻴﺎﻥ ﻓﲏ ﲟﻮﻗﻊ ،veecos.netﺑﺘﺎﺭﻳﺦ 20ﺃﻓﺮﻳﻞ ،2009ﲟﻘﺮ ﻣﻌﻬﺪ ﺍﳌﻨﺎﻫﺞ ﺑﺎﳉﺰﺍﺋﺮ ﺍﻟﻌﺎﺻﻤﺔ.
ﺃﻋﻤﺎﻝ ﺍﳌﻠﺘﻘﻴﺎﺕ:
-1ﺃﲪﺪ ﺇﳍﺎﻡ ﻓﺨﺮﻱ :ﺍﻟﺘﺴﻮﻳﻖ ﺑﺎﻟﻌﻼﻗﺎﺕ،ﻭﺭﻗﺔ ﲝﺚ ﻣﻘﺪﻣﺔ ﺇﱃ ﺍﳌﻠﺘﻘﻰ ﺍﻟﻌﺮﰊ ﺍﻟﺜﺎﱐ"ﺍﻟﺘﺴﻮﻳﻖ ﰲ ﺍﻟﻮﻃﻦ ﺍﻟﻌﺮﰊ:ﺍﻟﻔﺮﺹ ﻭﺍﻟﺘﺤﺪﻳﺎﺕ" ﺍﳌﻨﻌﻘﺪ
ﺑﺎﻟﺪﻭﺣﺔ،ﰲ 8-6ﺃﻛﺘﻮﺑﺮ 2003ﻣﺘﺎﺡ ﰲ ،http://www.arado.org.egﺯﻳﺎﺭﺓ ﻳﻮﻡ 26ﺟﺎﻧﻔﻲ14:30 ،2009
-2ﺍﻟﻌﺮﰊ ﺃﲪﺪ ﻋﺒﺎﺩﺓ :ﻣﻮﺍﻗﻊ ﺍﳉﻤﻌﻴﺎﺕ ﺍﳋﲑﻳﺔ ﺍﳋﻠﻴﺠﻴﺔ ﻋﻠﻰ ﺍﻻﻧﺘﺮﻧﺖ ،ﻭﺭﻗﺔ ﲝﺚ ﻣﻘﺪﻣﺔ ﺇﱃ ﺍﳌﻠﺘﻘﻰ ﺍﻟﻌﻠﻤﻲ ﺍﳋﻠﻴﺠﻲ"ﻣﺆﲤﺮ ﺍﻟﻌﻤﻞ ﺍﳋﲑﻱ
ﺍﳋﻠﻴﺠﻲ ﺍﻟﺜﺎﻟﺚ" ﺍﳌﻨﻌﻘﺪ ﺑﺪﰊ ﰲ 22-20ﺟﺎﻧﻔﻲ 2008ﻣﺘﺎﺡ ﰲ ، http://www.medadcenter.comﺯﻳﺎﺭﺓ ﻳﻮﻡ10ﻓﻴﻔﺮﻱ
12:00 ،2009
www.veecos.net 66
Rs-communication.blogspot.com
-3ﺍﻟﻌﻼﻕ ﺑﺸﲑ :ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﺍﻟﻌﻼﻗﺎﺕ ﺍﳌﺴﺘﻨﺪﺓ ﻟﻠﺘﻜﻨﻮﻟﻮﺟﻴﺎ ،ﻭﺭﻗﺔ ﲝﺚ ﻣﻘﺪﻣﺔ ﺇﱃ ﺃﻋﻤﺎﻝ ﺍﳌﻠﺘﻘﻰ ﺍﻟﻌﺮﰊ ﺍﻷﻭﻝ "ﺍﻟﺘﺴﻮﻳﻖ ﰲ ﺍﻟﻮﻃﻦ ﺍﻟﻌﺮﰊ:
ﺍﻟﻔﺮﺹ ﻭﺍﻟﺘﺤﺪﻳﺎﺕ"ﺍﳌﻨﻌﻘﺪ ﺑﺎﻟﺪﻭﺣﺔ ﰲ 16-15ﺃﻛﺘﻮﺑﺮ ،2002ﻣﺘﺎﺡ ﰲ ،http://www.arado.org.egﺯﻳﺎﺭﺓ ﻳﻮﻡ
4ﻧﻮﻓﻤﱪ.10:20 ،2008
ﺍﻟﺪﻭﺭﻳﺎﺕ ﻭﺍﳌﻘﺎﻻﺕ ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ:
-1ﺧﻠﻴﻔﺔ ﳏﻤﻮﺩ ﻋﺒﺪ ﺍﻟﺴﺘﺎﺭ:ﺍﳉﻴﻞ ﺍﻟﺜﺎﱐ ﻣﻦ ﺧﺪﻣﺎﺕ ﺍﻹﻧﺘﺮﻧﺖ :ﺩﻭﺭﻳﺔ ،cybrariansﺍﻟﻌﺪﺩ ،18ﻣﺎﺭﺱ،2009
20 ،http://journal.cybrarians.infoﺃﻓﺮﻳﻞ .14:00 ،2009
-2ﻋﺒﺎﺱ ﺇﲰﺎﻋﻴﻞ ﺷﻴﻤﺎﺀ ﺇﲰﺎﻋﻴﻞ :ﺍﳌﺪﻭﻧﺎﺕ ﺍﳌﺼﺮﻳﺔ ﻋﻠﻰ ﺍﻟﺸﺒﻜﺔ ﺍﻟﻌﻨﻜﺒﻮﺗﻴﺔ ﺍﻟﻌﺎﳌﻴﺔ ﻣﺼﺪﺭﺍ ﻟﻠﻤﻌﻠﻮﻣﺎﺕ ،ﺩﻭﺭﻳﺔ ،cybrariansﺍﻟﻌﺪﺩ
،13ﻳﻮﻧﻴﻮ 25 ، http://www.cybrarians.info ،2007ﻣﺎﺭﺱ10:10 ،2009
-3ﳏﻤﺪ ﺑﻦ ﻣﻮﺳﻰ ﺑﺎﺑﺎﻋﻤﻲ veecos.net :ﻗﺪ ﺑﻠﻎ ﺍﻟﻔﻄﺎﻡ 12 ،http/www.veecos.net ،ﺩﻳﺴﻤﱪ9:00 ،2008
ﳏﻤﺪ ﺑﻦ ﻣﻮﺳﻰ ﺑﺎﺑﺎﻋﻤﻲ :ﺻﻮﺭﺓ ﺍﻻﺳﻼﻡ ﰲ ﺍﻻﻧﺘﺮﻧﺖ :ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺪﻓﺎﻉ)26 ،http/www.veecos.net ،(1ﺩﻳﺴﻤﱪ،2008
16:02
-4ﳏﻤﺪ ﺑﻦ ﻣﻮﺳﻰ ﺑﺎﺑﺎﻋﻤﻲ :ﺻﻮﺭﺓ ﺍﻻﺳﻼﻡ ﰲ ﺍﻻﻧﺘﺮﻧﺖ :ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺪﻓﺎﻉ)،http/www.veecos.net ،(2
26ﺩﻳﺴﻤﱪ16:45 ،2008
-5ﳏﻤﺪ ﺑﻦ ﻣﻮﺳﻰ ﺑﺎﺑﺎﻋﻤﻲ :ﺻﻮﺭﺓ ﺍﻻﺳﻼﻡ ﰲ ﺍﻻﻧﺘﺮﻧﺖ :ﺍﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺪﻓﺎﻉ)،http/www.veecos.net ،(3
26ﺩﻳﺴﻤﱪ18:30 ،2008
-6ﳏﻤﺪ :ﺍﻟﺘﺴﻮﻳﻖ ﺍﻹﻟﻜﺘﺮﻭﱐ ﻋﻦ ﻃﺮﻳﻖ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ6 ،http://www.e-marketips.com ،ﺟﺎﻧﻔﻲ10:30 ،2009
-7ﳏﻤﺪ ﺳﺎﻣﻲ :ﺍﻟﻜﻠﻤﺎﺕ ﺍﳌﻔﺘﺎﺣﻴﺔ 15 ،http://www.e-marketips.comﻧﻮﻓﻤﱪ11:05 ،2008
-8ﳏﻤﺪ ﺳﺎﻣﻲ:ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ﺃﺭﺑﻊ ﻃﺮﻕ ﻟﻠﺤﺼﻮﻝ ﻋﻠﻰ ﺃﻛﱪ ﻋﺪﺩ ﻣﻦ ﺍﻟﺰﻭﺍﺭ، http://www.e-marketips.com،
15ﻧﻮﻓﻤﱪ12:00 ،2008
-9ﻏﲑ ﻣﻌﺮﻭﻑ :ﺍﳋﻄﻮﺍﺕ ﺍﻟﺜﻼﺙ ﻟﻨﺠﺎﺡ ﺍﻟﺘﺴﻮﻳﻖ ﺍﻹﻟﻜﺘﺮﻭﱐ ،ﻳﻮﻡ ،http://www.kenanaonline.comﺯﻳﺎﺭﺓ6 ،ﺟﺎﻧﻔﻲ
15:40 ،2009
-10ﻏﲑ ﻣﻌﺮﻭﻑ :ﺃﺳﺎﻟﻴﺐ ﺍﻟﺘﺮﻭﻳﺞ -1 -ﺍﻟﺘﺮﻭﻳﺞ ﻣﻦ ﺧﻼﻝ ﺍﻷﺷﺮﻃﺔ ﺍﻹﻋﻼﻧﻴﺔ ، http://www.kenanaonline.com ،ﺯﻳﺎﺭﺓ
ﻳﻮﻡ 14ﻓﻴﻔﺮﻱ14:00 ،2009
-11ﻏﲑ ﻣﻌﺮﻭﻑ :ﺃﺳﺎﻟﻴﺐ ﺍﻟﺘﺮﻭﻳﺞ -2 -ﺗﺮﻭﻳﺞ ﺍﳌﻨﺘﺠﺎﺕ ﻣﻦ ﺧﻼﻝ ﺁﻟﻴﺎﺕ ﺍﻟﺒﺤﺚ، http://www.kenanaonline.com
14ﻓﻴﻔﺮﻱ12:54 ،2009
-12ﻏﲑ ﻣﻌﺮﻭﻑ :ﺃﺳﺎﻟﻴﺐ ﺍﻟﺘﺮﻭﻳﺞ -3 -ﺍﻟﺘﺮﻭﻳﺞ ﻣﻦ ﺧﻼﻝ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ)ﺍﳉﺰﺀ ﺍﻷﻭﻝ(،
14 ،http://www.kenanaonline.comﻓﻴﻔﺮﻱ14:30 ،2009
-13ﻏﲑ ﻣﻌﺮﻭﻑ :ﺃﺳﺎﻟﻴﺐ ﺍﻟﺘﺮﻭﻳﺞ- 3 -ﺍﻟﺘﺮﻭﻳﺞ ﻣﻦ ﺧﻼﻝ ﺍﻟﱪﻳﺪ ﺍﻹﻟﻜﺘﺮﻭﱐ)ﺍﳉﺰﺀ ﺍﻟﺜﺎﱏ(،
14 ،http://www.kenanaonline.comﻓﻴﻔﺮﻱ15:30 ،2009
-15ﻏﲑ ﻣﻌﺮﻭﻑ:ﺍﻟﺘﺴﻮﻳﻖ ﻋﱪ ﳏﺮﻛﺎﺕ ﺍﻟﺒﺤﺚ ،http://www.cashflowec.comﺯﻳﺎﺭﺓ ﻳﻮﻡ 4ﺩﻳﺴﻤﱪ ،2008ﺍﻟﺴﺎﻋﺔ 12:00
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