基于社会会任视角的中国广告与公关功能比较较究

发布时间：2018-05-18 21:32

本文选题：广告 + 儒家文化　；参考：《华中科技大学》2011年博士论文

【摘要】：本论文深入探讨了一个被广泛争论的问题,在中国社会的发展模式当中,企业的广告和公关在经济责任、伦理责任、法律责任和慈善责任四种功能中所起到的作用。就这一点而言,卡罗尔于1991年提出的企业社会责任(CSR)金字塔模型为文献研究指明了方向。本研究提出一个问题:中国广告和公关的实践是否有必要遵从于西方的CSR路径,抑或可以选择不同的道路,它是否可以在不失去中国原有的(传统)的价值观的情况下追上社会和国家的高速发展,甚至适用于大中华区。在第一章,我们深入讨论了在中国语境下广告和公关的理论基础和制度基础。现有的研究文献表明广告和公关在理论和制度方面确实存在缺陷。第二章对于广告的回顾揭示出西方视角下的广告并不适合中国的语境,广告作为一种意义现象,只有在以儒家思想为根基的特定的社会、政治和文化背景中才能被很好地运用。第三章对于公共关系的文献分析显示,在公关实践中遵循了儒家思想(Confucius dynamism)的企业可以在消费者中赢得良好的声誉。儒家文化影响下的现代中国对企业的评价并不局限于公关口碑,更看重礼仪和仪式。我们试图找到这种联结来确认究竟是何种企业实践可以作为战略作用于社会(微观层面)?何种企业实践对中国社会发展以及和谐社会(宏观层面)的建设发挥重要作用。在广告和公关的比较性研究中,本文提出了功能连接(functional link)的概念,欲从社会责任的视角将两者结合起来,进行整合研究。本研究采用了卡罗尔1991年所提出的CSR金字塔模型作为理论分析框架,从企业的经济责任、法律责任、伦理责任和慈善责任这四层功能责任,为本研究建立了一个理论性分析框架,并进一步在儒家伦理体系语境下对此进行了深入讨论。在第四、五、六章,本研究采用内容分析方法。一个429人构成的便利性样本被用于此项研究,结果采用推论统计分析方法进行分析。一方面,本研究对广告的经济、社会、道德、法律等四项功能进行了研究,基于各功能因子的统计显著性指标,研究者对广告的普适经济信念(average economic belief)提出了数据模型。它显示了需要制定一套严格法规以应对欺骗性广告行为。广告应该发挥服务于社会福利的首要功能,这与中国社会和谐相关,同时还应服务于基于公平竞争和社会贡献基础上的道德行为准则实践。另一方面,也对公关的传播功能、管理功能、价值驱动和慈善功能进行了研究。对于具有管理意义的公共关系,本文基于其因子显著性对其价值驱动功能进行了分析,结果表明公共关系的价值驱动功能与中国社会文化和价值观具有一致性。本研究分别从宏观和微观角度对广告和公关进行了比较研究,而且指出其在企业实践和中国语境下制度化下的各自意义。在第七章,本研究根据CSR的四层次,对广告和公关的功能因子进行了比较分析,提出了一个数据模型,在结论中,本研究标示出了研究中发现的具有显著性的功能因子和新的功能因子。在第八章,本研究强调CSR在整个企业传播(包含了广告和公关)中的重要性,而且CSR在与中国文化的对接过程中,提升了其在理论上的实用性。此外,在广告和公关(作为企业社会责任)的对比中,本研究评估了两者的功能意义。它可以引导政策的制定者参与并建立制度。本研究提出,通过建立对话、契约、慈善和市场原则为主导的儒家体系进行施惠式的企业传播实践,可以大大拓展企业在整体福利、社会和谐和国家发展中所扮演的角色。接着,本研究深入探讨了在广告和公关的功能实现过程中被广泛争论的企业伦理问题,本研究创造性地提出了一个在中国独特语境下的“儒家关系整合模型”。指出在CSR视角下对其功能进行比较分析的范围,为社会、政府和企业提供了多维度的方法。总而言之,本研究表明公共关系较广告具有更重大的意义,而且与企业社会责任在运用和策略上具有相似性。研究显示,广告具有可变的经济性功能,政府对广告的管理直接影响了广告的发展。整体而言,公关因子具有显著性,表明公关因子与卡罗尔(1991)的CSR金字塔模型相一致。在企业传播中(涵盖了广告和公关)遵循儒家(Confucius dynamism)“礼”和“仁”思想的企业,在功能比较中与公关有显著的关系。当企业关系中包含了中国社会伦理的、法律的、慈善的和经济的期待时,就变为一项复杂性的项目,在公共关系中它表现为企业的社会责任。本研究发现,“对话”、“契约”、“慈善”和“市场”是儒家思想中能与中国自身知识体系下的企业传播和CSR相契合的准则,并具有社会和谐和制度化的潜力。据此本研究提出了一个“儒家关系整合模型”,创造性地将儒家思想整合进现有的公共关系和CSR的知识体系中,它对于现有的知识体系有三重贡献:第一,当考虑到社会、伦理、经济、道德和法规方面的因素时,现有的广告实践对中国社会造成了伤害,而公关的角色则是从CSR的角度对其进行医治。第二,通过数据模型的方式,本研究详尽的阐释了中国本土语境下公关的作用,在企业传播和CSR中,企业以建立良好的关系和实现社会与企业的“共同利益”的方式践行儒家思想,本文有助于企业识别这种作用。这个模型下的社会责任具有独特的社会战略意义特征。第三,本研究建议从CSR的角度建立和完善广告和公共关系的制度。
[Abstract]:This thesis deeply probes into a widely debated question . In the development mode of Chinese society , the corporate social responsibility ( CSR ) pyramid model plays an important role in the four functions of economic responsibility , ethical responsibility , legal responsibility and charitable responsibility . In this regard , it presents a question whether the practice of Chinese advertising and public relations is necessary to follow the Western CSR path , or to choose a different road , whether it can catch up with the high - speed development of the society and the country without losing the traditional values of China , and even apply to Greater China .

In the first chapter , we deeply discuss the theoretical foundation and institutional foundation of advertising and public relations in the context of China . The present research literature shows that advertising and public relations do exist in theory and system .

In the fourth , fifth and sixth chapters , the content analysis method is used in this study . A convenient sample of 429 people is used for this study , and the results are analyzed by inference and statistical analysis .

On the one hand , the research has carried on the research on four functions , such as economy , society , morality and law of advertisement . Based on the statistical significance index of each function factor , the researcher put forward a data model for the average economic belief of advertisement . It shows the need to establish a set of strict laws and regulations to deal with fraudulent advertising behavior . The advertisement should exert the primary function of serving the social welfare , which is related to the harmony of Chinese society , and should serve the practice of ethical conduct based on fair competition and social contribution .

On the other hand , the paper studies the spread function , management function , value drive and charitable function of public relations . For public relations with management meaning , this paper makes an analysis on its value driving function based on its significance . The results show that the value driving function of public relations is consistent with Chinese social culture and values .

This paper makes a comparative study on advertising and public relations from macro - and micro - angles , and points out their respective meanings in the practice of enterprises and in the context of China .

In Chapter 7 , according to the four levels of CSR , the function factors of advertising and public relations are compared and analyzed , and a data model is proposed . In conclusion , the study shows significant functional factors and new functional factors found in the study .

In chapter 8 , this study emphasizes the importance of CSR in the whole enterprise communication ( including advertising and public relations ) , and CSR has improved its functional significance in the process of docking with Chinese culture .

In summary , this study shows that public relations are more important than advertisements , and are similar to corporate social responsibility in application and strategy . The research shows that advertising has changeable economic function , and the government has a direct influence on the development of advertising . In the whole , the public relations factor has a significant relationship with the CSR pyramid model of Carol ( 1991 ) . In the enterprise communication ( covering advertising and public relations ) , it becomes a complex project when it contains Chinese social ethics , legal , charitable and economic expectations . In public relations , it appears as the social responsibility of the enterprise .

This research suggests that " dialogue " , " contract " , " charity " and " market " are the norms that can fit the enterprise communication and CSR in China ' s own knowledge system , and have the potential of social harmony and institutionalization .
【学位授予单位】：华中科技大学
【学位级别】：博士
【学位授予年份】：2011
【分类号】：F713.8;C912.3

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