卓越公共关系理论研究三十年回顾与展望

发布时间：2018-03-11 14:13

  本文选题：卓越研究　切入点：双向对等沟通　出处：《国际新闻界》2017年05期 　论文类型：期刊论文

【摘要】：开始于1985年的卓越研究在公共关系学术史上占有重要地位,被学界广泛认为是20世纪80年代后期以来公共关系研究的主导理论范式。本文以时序发展为轴线,采用多重证据资料收集法对卓越研究在全球范围内的学术影响力、批评质疑、在地验证,以及在多元理论冲击与互联网环境下的再验证进行理论评述和后设分析。概括而言,卓越研究开启了公共关系的理论化进程,同时引导了公共关系研究从功能性的思维方式转向共创型的思维方式。卓越研究的关键概念"对等"成为理论出现后众学者质疑与一系列在地验证的焦点。在公共关系理论日趋多元的同时,卓越理论一直坚持的双向对等沟通与互联网所固有的去中心化、互动性、对话、赋权等特性不谋而合。通过系统梳理与分析,本文认为互联网所创造的新的信息环境与公共关系实践正在为倡导对等沟通的卓越理论提供新一轮的检验场域,卓越理论可能因此正在进入一个新的生命周期。
[Abstract]:The outstanding research, which began in 1985, plays an important role in the history of public relations, and is widely regarded as the leading theoretical paradigm of public relations research since 1980s. This paper makes a theoretical review and post-analysis of the academic influence, critical questioning, in-situ verification, and re-validation in the context of the impact of multiple theories and the Internet environment on the academic influence of excellence research on a global scale by means of multiple evidence-gathering methods. Excellence in research has opened up the process of theorizing public relations, At the same time, it leads the research of public relations from the functional mode of thinking to the mode of thinking of co-creation. The key concept of excellence research "equivalence" has become the focus of many scholars' questioning and a series of in-situ verification after the emergence of the theory. At the same time, as the theory of common relations becomes more and more diverse, The bidirectional peer-to-peer communication and the inherent characteristics of the Internet, such as centralization, interactivity, dialogue and empowerment, are consistent with each other. This paper holds that the new information environment and public relations practice created by the Internet are providing a new testing field for the theory of excellence in peer-to-peer communication, and the theory of excellence may therefore be entering a new life cycle.
【作者单位】： 香港中文大学新闻与传播学院;香港恒生管理学院传播学院;
【分类号】：C912.3
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本文编号：1598517