历史溯源与新发展：公共关系的修辞化

发布时间：2018-01-26 15:04

本文关键词： 公共关系修辞化理论发展　出处：《西南大学》2017年硕士论文　论文类型：学位论文

【摘要】：任何问题,只有从理论上解决了,才能根本解决。因此,公关实践要继续前进,其理论的发展与创新至关重要。现代公共关系发展时间已经超过百年,公关学术界形成了管理学派、修辞学派、关系学派等主要流派,其中管理学派占据主流,但是由于其采取了经济学和管理学思想,更加注重于实践和经济利益。而公关修辞学派伴随着网络以及新媒体的发展,修辞思想和技巧都对公共关系产生了深远的影响。托斯和希斯(TothHeath)在1992年发表了《Rhetorical and Critical Approach to Public Relations》(《修辞和批判取向的公共关系》),并在之后的20几年中不断吸收修辞学的理论精华,着力探讨公关的修辞化,以及如何通过修辞技术与艺术的应用,实现修辞者与受众的认同。本文主要围绕公关修辞的理论发展轨迹,对公关与修辞理论的结合与发展进行论述。其中,论述共有三个重点:公关修辞主体、公关修辞受众,以及公关修辞传播。公关修辞学派首先将古典修辞学理论与公共关系相结合,把亚里士多德等修辞学家的核心概念“说服”作为公共关系的最终目标,并结合其对受众的定义、分类以及如何处理与受众的关系等方面,提出公关修辞的概念及其系统理论。随着公关修辞的影响力越来越大,公关修辞学派提出了新的核心概念,将“说服”进化为“认同”,并对受众观点和修辞传播等理论进行了完善。普遍受众理论、强势受众、认同及新媒体公关等概念的引入,使公关修辞学的理论体系更加完整。本文通过全面梳理公关修辞学派的理论研究成果,认真分析公关修辞理论的价值和意义,向国内公共关系学者和实践者介绍西方关于公关修辞的理论研究和发展方向,希望能够引起大家对于公关修辞学理论的兴趣和进一步研究,为国内公共关系学术发展做出一点贡献。同时,希望我们的公关人将公关修辞理论与我国的公关实践相结合,发挥公关修辞的力量,推动我国公共关系的全面发展。
[Abstract]:Any problem can be solved fundamentally only if it is solved theoretically. Therefore, the development and innovation of public relations theory is of great importance if the practice of public relations continues to advance. The development of modern public relations has been over a hundred years. The public relations academic circles have formed the management school, the rhetoric school, the relation school and so on main schools, among which the management school occupies the mainstream, but because of it has adopted the economics and the management thought. More attention is paid to practice and economic interests, and the public relations rhetoric school is accompanied by the development of the network and new media. Rhetorical ideas and techniques have had a profound influence on public relations. In 1992, the Rhetorical and Critical Approach to Public Relations was published. "Public Relations in rhetoric and critical orientation". And in the following more than 20 years to absorb the essence of rhetoric theory, focus on the rhetoric of public relations, and how to use rhetoric technology and art. This paper discusses the combination and development of the theory of public relations and rhetoric. Among them, there are three emphases: the subject of public relations rhetoric. The public relations rhetoric audience and the public relations rhetoric communication. The public relations rhetoric school first combines the classical rhetoric theory with the public relations theory. "persuasion", the core concept of Aristotle and other rhetoric scholars, is regarded as the ultimate goal of public relations, and it combines the definition, classification and how to deal with the relationship with the audience. The concept of public relations rhetoric and its systematic theory are put forward. With the increasing influence of public relations rhetoric, the rhetoric of public relations puts forward a new core concept, "persuasion" evolves into "identity". And the audience point of view and rhetoric communication theory has been improved. Universal audience theory, strong audience, identity and new media public relations concepts are introduced. This paper makes the theoretical system of public relations rhetoric more complete. This paper analyzes the value and significance of the rhetoric theory of public relations by combing the theoretical research results of the rhetoric school of public relations. This paper introduces the theoretical research and development direction of public relations rhetoric to the domestic public relations scholars and practitioners in the hope of arousing the interest and further study of the rhetoric theory of public relations. At the same time, we hope that our publicists will combine the theory of rhetoric of public relations with the practice of public relations in our country, and give full play to the power of rhetoric of public relations. Promote the overall development of China's public relations.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C912.3

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