风险社会、对话主义与重建现代性:“非典”以来中国公共关系发展的语境与路径  

Risk Society,Dialogue and Modernity Reconstruction:Context and Approach of Chinese Public Relations after SARS

作　　者：胡百精[1,2] 

机构地区：[1]中国人民大学新闻学院传播系 [2]中国人民大学新闻与社会发展研究中心公共传播研究所

出　　处：《国际新闻界》2013年第5期6-15,共10页Chinese Journal of Journalism & Communication

基　　金：北京市哲学社会科学规划项目"社会转型期的危机传播与社会认同"(项目编号:12ZHB018)~~

摘　　要：本文从宏观社会历史视角考察"非典"十年以来中国公共关系事业的发展和变革,提出风险社会和重建现代性构成了公关事业演进的语境,而互联网时代的对话主义则主导了公关范式。"非典"昭示了现代性危机和风险社会的到来,致力于沟通、共识和信任的公共关系特别是危机管理在随后十年获得较大发展。克服现代性危机的出路在于"对话以重建现代性",尤其是平衡工具理性与价值理性的关系。在这一背景下,从主体性到主体间性,从支配式宣传到平等对话,在对话中化解风险、维系利益认同、再造意义共同体,成为"非典"至今公关发展的主线和路径。This study reviews the development of public relations in China over the past ten years after SARS from the socio-historical perspective. It proposes that risk society and modernity reconstruction constitute the context of Chinese public relations evolution and the paradigm has shifted to dialogue in the era of internet. SARS heralds the emergence of risk society, thus leads to the emphasis on public relations that focuses on communication, dialogue and trust, particularly crisis communication management. The solution to the crisis of modernity is to reconstruct modernity through dialogue, particularly balance instrumental rationality and value rationality. In this context, the approach of public relations in China after SARS shifts from subjectivity to inter-subjectivity and from publicity to dialogue. Public relations in this period focus on crisis management through dialogue, value-based consensus and re-construction of community.

关 键 词：公共关系 非典 风险社会 危机管理 公共协商 

分 类 号：D630[政治法律—政治学] C912.3[政治法律—中外政治制度]