卓越公共關(guān)系理論研究三十年回顧與展望
發(fā)布時間：2018-03-11 14:13
本文選題：卓越研究 切入點(diǎn)：雙向?qū)Φ葴贤?/strong> 出處：《國際新聞界》2017年05期 論文類型：期刊論文
【摘要】：開始于1985年的卓越研究在公共關(guān)系學(xué)術(shù)史上占有重要地位,被學(xué)界廣泛認(rèn)為是20世紀(jì)80年代后期以來公共關(guān)系研究的主導(dǎo)理論范式。本文以時序發(fā)展為軸線,采用多重證據(jù)資料收集法對卓越研究在全球范圍內(nèi)的學(xué)術(shù)影響力、批評質(zhì)疑、在地驗(yàn)證,以及在多元理論沖擊與互聯(lián)網(wǎng)環(huán)境下的再驗(yàn)證進(jìn)行理論評述和后設(shè)分析。概括而言,卓越研究開啟了公共關(guān)系的理論化進(jìn)程,同時引導(dǎo)了公共關(guān)系研究從功能性的思維方式轉(zhuǎn)向共創(chuàng)型的思維方式。卓越研究的關(guān)鍵概念"對等"成為理論出現(xiàn)后眾學(xué)者質(zhì)疑與一系列在地驗(yàn)證的焦點(diǎn)。在公共關(guān)系理論日趨多元的同時,卓越理論一直堅(jiān)持的雙向?qū)Φ葴贤ㄅc互聯(lián)網(wǎng)所固有的去中心化、互動性、對話、賦權(quán)等特性不謀而合。通過系統(tǒng)梳理與分析,本文認(rèn)為互聯(lián)網(wǎng)所創(chuàng)造的新的信息環(huán)境與公共關(guān)系實(shí)踐正在為倡導(dǎo)對等溝通的卓越理論提供新一輪的檢驗(yàn)場域,卓越理論可能因此正在進(jìn)入一個新的生命周期。
[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.
【作者單位】： 香港中文大學(xué)新聞與傳播學(xué)院;香港恒生管理學(xué)院傳播學(xué)院;
【分類號】：C912.3
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本文編號：1598517
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