公共关系：符号与利益的交换  

Public Relations:Exchanges between Symbols and Benefits

作　　者：马正恺[1] 

机构地区：[1]中国人民大学新闻学院,北京100872

出　　处：《国际新闻界》2008年第9期74-78,96,共6页Chinese Journal of Journalism & Communication

摘　　要：公共关系学者格鲁尼格夫妇主张的"对话"范式不应是公共关系日后的研究中心,公共关系的本质实乃符号与利益的交换。本文引入权力与利益要素,从批判学派视角分析公共关系的实质,并进一步从符号角度分析公关危机的原理,从而建议重新以情感出发,重订公共关系研究方向。The dialogue paradigm accentuated by J.E. Grunig and A. Grunig will not to be supposed the eenter of P.R. research in the future. The essences of P.R. are the exchanges between symbols and benefits. This article introduces the elements of authority and benefit, analyzes the essence of P.R. and the axiom of PR＇s crisis by symbolic point of view. Thus it suggests revising the research of P.R. by emotive point of view.

关 键 词：对话 符号换取利益 权力与利益 符号挫败 

分 类 号：C912.3[经济管理]