《人民日报》中的公共关系意涵界定:1949-2012  

Connotative Definitions of Public Relations in People's Daily:1949-2012

作　　者：冯丙奇[1] 王艳萍[1] 莎木央金 杨婷婷[1] 王罡[1] 

机构地区：[1]中国传媒大学广告学院

出　　处：《国际新闻界》2014年第3期124-143,共20页Chinese Journal of Journalism & Communication

摘　　要：本研究通过内容分析,试图分析自1949年至2012年期间的《人民日报》对公共关系意涵的界定类型及其发展情形。结果显示,《人民日报》对公共关系意涵共作出十类明确界定。依据各类界定的报道数量及发展趋势的显著程度,本研究将十类界定分为三种情形:主导界定("媒体关系"、"非正式关系"与"劝服")、次要界定("活动组织执行"与"正式关系管理")和边缘界定("辩解"、"辅助服务"、"耍花招"、"形象管理"、"多向界定")。最能体现《人民日报》公共关系意涵界定情形的是三类主导界定。总体而言,《人民日报》的公共关系意涵界定有一定偏颇,会对公众的公共关系认知产生消极影响。By content analysis, the paper tries to analyze the connotative definitions of public relations in People＇s Daily from 1949 to 2012. The result demonstrates ten types of distinct definitions. According to the number of coverage and development trend, the ten types could be divided into three clusters： dominant definitions（＂media relations＂, ＂informal relationship＂, ＂persuasion＂）, subordinate definitions（＂event organization and implementation＂, ＂formal relationship＂） and marginal definitions（＂advocacy＂, ＂assistant service＂, ＂sleight of hand＂, ＂image management＂, ＂multiple-dimension＂）. The three dominant definitions could best reflect the overall situation of connotative definitions. To some extent, the definitions of public relations on People＇s Daily is biased, which will exert negative influence on public perception of public relations.

关 键 词：《人民日报》 公共关系 意涵界定 

分 类 号：G219.2[文化科学—新闻学]