本文關(guān)鍵詞： 公共關(guān)系 修辭化 理論發(fā)展　出處：《西南大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：任何問(wèn)題,只有從理論上解決了,才能根本解決。因此,公關(guān)實(shí)踐要繼續(xù)前進(jìn),其理論的發(fā)展與創(chuàng)新至關(guān)重要。現(xiàn)代公共關(guān)系發(fā)展時(shí)間已經(jīng)超過(guò)百年,公關(guān)學(xué)術(shù)界形成了管理學(xué)派、修辭學(xué)派、關(guān)系學(xué)派等主要流派,其中管理學(xué)派占據(jù)主流,但是由于其采取了經(jīng)濟(jì)學(xué)和管理學(xué)思想,更加注重于實(shí)踐和經(jīng)濟(jì)利益。而公關(guān)修辭學(xué)派伴隨著網(wǎng)絡(luò)以及新媒體的發(fā)展,修辭思想和技巧都對(duì)公共關(guān)系產(chǎn)生了深遠(yuǎn)的影響。托斯和希斯(TothHeath)在1992年發(fā)表了《Rhetorical and Critical Approach to Public Relations》(《修辭和批判取向的公共關(guān)系》),并在之后的20幾年中不斷吸收修辭學(xué)的理論精華,著力探討公關(guān)的修辭化,以及如何通過(guò)修辭技術(shù)與藝術(shù)的應(yīng)用,實(shí)現(xiàn)修辭者與受眾的認(rèn)同。本文主要圍繞公關(guān)修辭的理論發(fā)展軌跡,對(duì)公關(guān)與修辭理論的結(jié)合與發(fā)展進(jìn)行論述。其中,論述共有三個(gè)重點(diǎn):公關(guān)修辭主體、公關(guān)修辭受眾,以及公關(guān)修辭傳播。公關(guān)修辭學(xué)派首先將古典修辭學(xué)理論與公共關(guān)系相結(jié)合,把亞里士多德等修辭學(xué)家的核心概念“說(shuō)服”作為公共關(guān)系的最終目標(biāo),并結(jié)合其對(duì)受眾的定義、分類(lèi)以及如何處理與受眾的關(guān)系等方面,提出公關(guān)修辭的概念及其系統(tǒng)理論。隨著公關(guān)修辭的影響力越來(lái)越大,公關(guān)修辭學(xué)派提出了新的核心概念,將“說(shuō)服”進(jìn)化為“認(rèn)同”,并對(duì)受眾觀點(diǎn)和修辭傳播等理論進(jìn)行了完善。普遍受眾理論、強(qiáng)勢(shì)受眾、認(rèn)同及新媒體公關(guān)等概念的引入,使公關(guān)修辭學(xué)的理論體系更加完整。本文通過(guò)全面梳理公關(guān)修辭學(xué)派的理論研究成果,認(rèn)真分析公關(guān)修辭理論的價(jià)值和意義,向國(guó)內(nèi)公共關(guān)系學(xué)者和實(shí)踐者介紹西方關(guān)于公關(guān)修辭的理論研究和發(fā)展方向,希望能夠引起大家對(duì)于公關(guān)修辭學(xué)理論的興趣和進(jìn)一步研究,為國(guó)內(nèi)公共關(guān)系學(xué)術(shù)發(fā)展做出一點(diǎn)貢獻(xiàn)。同時(shí),希望我們的公關(guān)人將公關(guān)修辭理論與我國(guó)的公關(guān)實(shí)踐相結(jié)合,發(fā)揮公關(guān)修辭的力量,推動(dòng)我國(guó)公共關(guān)系的全面發(fā)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.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：C912.3

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