大数据时代中国公共关系领域的战略转向——基于扎根理论的探索性分析

发布时间：2018-03-30 06:28

本文选题：大数据时代　切入点：中国公共关系　出处：《国际新闻界》2017年06期

【摘要】：本研究旨在探讨大数据时代公共关系的战略性本质。通过对大中华地区30个资深公共关系从业者和新闻传播学者的深度访谈,并运用扎根理论进行探索性分析,研究发现:一、大数据时代促使中国公共关系在职业领域、教育领域和研究领域都发生了"战略转向"。尤其是职业领域正面临着一场"去公关化"和"公关化"的博弈,产生有趣的"围城现象",基于此,本研究提出了一个大数据公关实践的权变模型和权变词云图;二、大数据时代促使中国公共关系专业教育领域呈现"被整合"和"跨学科"发展趋势,开始出现"唱衰纸媒"和"转岗公关"的讨论;三、新闻传播学术研究领域正在引入"战略传播"新范式。"阳谋论"和"阴谋论"之辩是中国公关学术研究的一个热点议题;四、本研究最后提出"公关即战略"的理论命题。
[Abstract]:The purpose of this study is to explore the strategic nature of public relations in big data's time. Through in-depth interviews with 30 senior public relations practitioners and journalists in Greater China, and through an exploratory analysis based on the theory of taking root, the study finds: 1. The era of big data prompted China's public relations to have a "strategic turn" in the field of occupation, education and research. In particular, the professional field is facing a game of "dePR" and "PR". Based on the interesting phenomenon of "besieging", this study puts forward a contingency model of big data's public relations practice and contingency word cloud picture. The era of big data promoted the development trend of "integrated" and "interdisciplinary" in the field of public relations education in China, and began to present the discussion of "poor paper media" and "shifting post public relations"; third, A new paradigm of "strategic communication" is being introduced in the field of academic research on journalism and communication. The debate between "conspiracy theory" and "conspiracy theory" is a hot topic in Chinese public relations academic research. Fourthly, this study puts forward the theoretical proposition of "public relations is strategy" at the end of this study.
【作者单位】：华中科技大学新闻与信息传播学院;湖南农业大学教育学院;
【基金】：2016年度国家社科基金项目“讲好中国故事的元叙事传播战略”(课题编号:16BXW046)的阶段性研究成果~~
【分类号】：C912.3;G206

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