国际舆论引导中的公共关系策略研究

发布时间：2018-04-23 08:29

本文选题：国际舆论引导 + 公共关系策略　；参考：《上海外国语大学》2017年博士论文

【摘要】：舆论既是国家形象的重要组成部分,也是软实力的重点要素。正面舆论凝心聚力,促进社会健康发展,负面舆论颠倒黑白,甚至引起社会动荡,祸国殃民。舆论被越来越多的国家列入安全的战略地位。在全球化带来国际交往日益密切的背景下,在互联网和高度发达的传媒技术时代,国际舆论和国内舆论界限日趋模糊、相互交织和相互影响,蔓延迅速,其中不乏诸多负面舆论。面对这种局势,不仅通过媒体进行引导,而且需要利用公共关系的思维和策略去引导国际舆论。公共关系对于推动软实力的发展日益发挥着不可替代的作用。公共关系策略如何引导国际舆论,从而为国家提供良好的外部舆论环境是本论文研究的问题。本论文以国际关系学为出发点,结合传播学和管理学,从公共关系学的角度,建立公共关系策略体系模型:公关目标-运行机制-传播策略-效果评估,其中传播策略包括新闻发言人、游说、国际事件策划、媒体公关等。笔者选取伊拉克战争和南海仲裁案例探究公共关系如何引导国际舆论,通过对美国和中国的官方文件、领导人讲话、专家学者的声音、媒体报道与评论等内容进行深度分析和对比研究。2003年3月20日,美国政府以伊拉克藏匿大规模杀伤性武器和“邪恶轴心国”给美国和国际社会带来威胁为理由,发动了伊拉克战争。但是在国际社会存在美国推行单边主义和霸权主义、伊拉克并不生产和藏匿大规模杀伤性武器、萨达姆与“基地组织”没有直接的关联、美国无法解放伊拉克人民等负面国际舆论。为了建立美国的军事行动“合法性”,减少反美情绪,美国政府通过游说、新闻发言人、媒体和国际事件策划来引导国际舆论。通过公关,美国的反恐行动得到了一些国家的同情和支持,基本达到预期目标。自2013年1月菲律宾单方面启动南海问题争端的仲裁以来,南海局势日趋紧张,尤其在2016年。在国际社会,存在南海断续线缺乏国际法依据、南海没有航行自由、中国必须接受“合法”、“公正”的仲裁结果等对中国不利的国际舆论。为此,中国政府通过新闻发言人制度、游说和媒体等手段来争取国际舆论支持。通过公关,不仅让菲律宾等南海权益声索国和美国、日本等域外国家公众对南海问题的归属有进一步地正确认知,而且中国的行动不是挑衅,而是捍卫自己的正当利益,维护南海地区和平与反对霸权。在结论部分对美国和中国的公关策略进行了对比分析,并对当前中国“一带一路”倡议的国际公关提供借鉴和参考。
[Abstract]:Public opinion is not only an important part of national image, but also a key element of soft power. The positive public opinion condenses the strength, promotes the social healthy development, the negative public opinion turns black and white, even causes the social turbulence, harms the country and the people. Public opinion is included in the strategic position of security by more and more countries. In the context of the ever closer international contacts brought about by globalization, and in the era of the Internet and the highly developed media technology, the boundaries between international and domestic public opinion are becoming increasingly blurred, interwoven and influenced, and spread rapidly, There are many negative public opinion among them. Faced with this situation, not only through the media to guide, but also the use of public relations thinking and strategy to guide international public opinion. Public relations play an irreplaceable role in promoting the development of soft power. How to guide international public opinion and provide a good external public opinion environment is the problem of this thesis. This paper takes international relations as the starting point, combines communication and management, from the perspective of public relations, establishes the public relations strategy system model: public relations goal-operation mechanism-communication strategy-effect evaluation. Communications strategies include press spokesmen, lobbying, international event planning, media PR, and so on. The author chooses the Iraq War and the South China Sea arbitration case to explore how public relations guide international public opinion, through the official documents to the United States and China, leaders' speeches, the voice of experts and scholars. On 20 March 2003, the United States Government cited Iraq's concealment of weapons of mass destruction and the threat posed to the United States and the international community by the "axis of evil". The war in Iraq was waged. However, in the international community, the United States pursues unilateralism and hegemonism, Iraq does not produce and conceal weapons of mass destruction, and Saddam has no direct connection with Al Qaeda. The United States cannot liberate the Iraqi people and other negative international public opinion. To build the "legitimacy" of U.S. military action and reduce anti-American sentiment, the U.S. government has guided international public opinion through lobbying, press spokesmen, media and international events planning. Through public relations, the US anti-terrorist action has received sympathy and support from a number of countries, basically reaching the desired goal. Tensions in the South China Sea have increased since January 2013, when the Philippines unilaterally initiated arbitration over a dispute over the South China Sea, especially in 2016. In the international community, the existence of the intermittent line in the South China Sea lacks the basis of international law, and there is no freedom of navigation in the South China Sea. China must accept the "legal" and "fair" arbitration results, which are unfavorable to China's international public opinion. To this end, the Chinese government through the press spokesman system, lobbying and media and other means to win international public support. Through public relations, not only will the public of the Philippines and other countries claiming rights and interests in the South China Sea and the United States, Japan and other extraterritorial countries have a further correct understanding of the attribution of the South China Sea issue, but China's actions will not be provocative, but will defend its legitimate interests. Maintaining peace in the South China Sea and opposing hegemony. In the conclusion part, the author makes a comparative analysis of the public relations strategies between the United States and China, and provides a reference for the international public relations proposed by Belt and Road.
【学位授予单位】：上海外国语大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：C912.3

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