大数据时代中国公共关系领域的战略转向——基于扎根理论的探索性分析  

Strategic Shift of China's Public Relations in the Era of Big Data An Exploratory Research Based on Grounded Theory

作　　者：陈先红[1] 张凌[2] 

机构地区：[1]华中科技大学新闻与信息传播学院 [2]湖南农业大学教育学院

出　　处：《国际新闻界》2017年第6期20-41,共22页Chinese Journal of Journalism & Communication

基　　金：2016年度国家社科基金项目"讲好中国故事的元叙事传播战略"(课题编号:16BXW046)的阶段性研究成果~~

摘　　要：本研究旨在探讨大数据时代公共关系的战略性本质。通过对大中华地区30个资深公共关系从业者和新闻传播学者的深度访谈,并运用扎根理论进行探索性分析,研究发现:一、大数据时代促使中国公共关系在职业领域、教育领域和研究领域都发生了"战略转向"。尤其是职业领域正面临着一场"去公关化"和"公关化"的博弈,产生有趣的"围城现象",基于此,本研究提出了一个大数据公关实践的权变模型和权变词云图;二、大数据时代促使中国公共关系专业教育领域呈现"被整合"和"跨学科"发展趋势,开始出现"唱衰纸媒"和"转岗公关"的讨论;三、新闻传播学术研究领域正在引入"战略传播"新范式。"阳谋论"和"阴谋论"之辩是中国公关学术研究的一个热点议题;四、本研究最后提出"公关即战略"的理论命题。This paper aims to discuss strategic nature of public relations in the big data era. By in- depth interviews with 30 Chinese public relations scholars and practitioners in the Greater China region basing on grounded theory, we found that： 1. Big data era has impelled a ＂strategic turn＂ in education, research, and practice in China＇spublic relations. There is an interesting＂Besieged city＂ phenomenon manifesting the tension between ＂de-institutionalizing public relations＂ and ＂institutionalizing public relations＂ in practice. Based on this phenomenon, this study proposes a Contingency Model of Public Relations and a words cloud graph.2. Big data era has geared public relations education in China towards being integrated and transdisciplinary. Debate on ＂down-playing news＂and＂up-playing public relations＂appeared.3. A new Paradigm of Strategic Communication has been introduced in communication education. Discussion of ＂positive public relations＂ and ＂negative public relations＂ became a hot topic. 4. This paper finally puts forward the theoretical proposition of ＂public relations strategy＂.

关 键 词：大数据时代 中国公共关系 战略传播 扎根理论 

分 类 号：C912.3[经济管理] G206[社会学]