卓越公共关系理论研究三十年回顾与展望 (Retrospect and Prospect of Excellence Study in Public Relations Scholarship)
Publication in refereed journal

香港中文大學研究人員 ( 現職)

全文

其它資訊
摘要开始于1985年的卓越研究在公共关系学术史上占有重要地位,被学界广泛认为是20世纪80年代后期以来公共关系研究的主导理论范式。本文以时序发展为轴线,采用多重证据资料收集法对卓越研究在全球范围内的学术影响力、批评质疑、在地验证,以及在多元理论冲击与互联网环境下的再验证进行理论评述和后设分析。概括而言,卓越研究开启了公共关系的理论化进程,同时引导了公共关系研究从功能性的思维方式转向共创型的思维方式。卓越研究的关键概念“对等”成为理论出现后众学者质疑与一系列在地验证的焦点。在公共关系理论日趋多元的同时,卓越理论一直坚持的双向对等沟通与互联网所固有的去中心化、互动性、对话、赋权等特性不谋而合。通过系统梳理与分析,本文认为互联网所创造的新的信息环境与公共关系实践正在为倡导对等沟通的卓越理论提供新一轮的检验场域,卓越理论可能因此正在进入一个新的生命周期。

Initiated in 1985, Excellence Study is a cornerstone in the history of public relations scholarship. It has been widely accepted as the dominant theoretical paradigm since the late 1980s. Using the method of multiple sources of evidence, this study chronologically conducted theoretical review and meta-analysis on its international academic influence, questioning and criticism, local tests, and re-examination under the impact of diverse public relations theories in the Internet era. In sum, Excellence Study not only opens up theorization of public relations as a feld but also promotes the transition of public relations research from functional perspective to co-creational perspective. As the core concept of Excellence Study, symmetry was the focus of scholarly questioning and tests in different cultural and societal contexts. The two-way symmetrical communication advocated by Excellence Study coincides with the characteristics of de-centrality, interactivity, dialogue, and empowerment inherent in the Internet. Through examination and analysis, this study concluded that the information environment created by the Internet and the corresponding change in public relations practice may provide an opportunity for the new-round tests of Excellence Study, which may propel the theory to a new era.
著者黃懿慧, 呂琛
期刊名稱國際新聞界 = Chinese Journal of Journalism & communication
出版年份2017
月份5
卷號39
期次5
頁次129 - 154
國際標準期刊號1002-5685
語言簡體中文

上次更新時間 2018-23-01 於 03:16