论公共关系的真善美价值观

发布时间：2018-08-12 08:22

【摘要】：随着媒介融合日益加剧,公关、广告、市场营销等相关学科的边界日益模糊。公共关系的“泛化”和“极化”现象日趋严重,公共关系消亡论出现。在这样的背景下,从理论上,公共关系的核心价值需要进一步明晰,以建立公关学科的正当性和合法性。从实践上,公共关系实践的核心特征需要得到强调和凸显,以促进行业的发展。本研究从价值维度这一角度研究公关关系,采用问卷调查、深度访谈以及案例研究等方法,旨在探求公共关系的本质及核心价值,从理论和实践两个方面影响对公关关系的认知。本研究的公关概念采用陈先红教授在《现代公共关系学》一书中的通俗化的公关定义:“公共关系是一门说真话、做善事、塑美形的科学和艺术”。本文针对公共关系的“求真性”、“向善性”和“尚美性”这三个价值维度,从多学科概念、发展历史、公众态度、专家认知、正反面案例等多个角度进行了分析与研究,进一步明晰和强调了公共关系的核心价值和核心特征,为公共关系学科和行业未来的良性发展提供了正确的价值导向。
[Abstract]:With the increasing convergence of media, the boundaries of public relations, advertising, marketing and other related disciplines become increasingly blurred. The phenomenon of "generalization" and "polarization" of public relations is becoming more and more serious. In this context, theoretically, the core value of public relations needs to be further clarified in order to establish the legitimacy and legitimacy of public relations. In practice, the core features of public relations practice need to be emphasized and highlighted in order to promote the development of the industry. The purpose of this study is to explore the nature and core value of public relations by means of questionnaires, in-depth interviews and case studies. It influences the cognition of public relations from two aspects: theory and practice. The concept of public relations in this study adopts the popularized definition of public relations in Professor Chen Xianhong's book Modern Public Relations: "Public relations is a science and art of telling the truth, doing good deeds and shaping beauty". Aiming at the three value dimensions of "seeking truth", "toward goodness" and "beauty" of public relations, this paper analyzes and researches from the perspectives of multi-disciplinary concept, history of development, public attitude, expert cognition, positive and negative cases, etc. It further clarifies and emphasizes the core values and characteristics of public relations, and provides a correct value orientation for the benign development of public relations disciplines and industries in the future.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D64

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