公私并置 追求共赢:中国公共关系实践的公共性表征  

Juxtaposition of Public and Private,Pursuit of win-win:The Publicity of China’s Public Relations Practice

作　　者：陈先红[1] 李颖异 CHEN Xianhong;LI Yingyi(Journalism and Information Communication School of Huazhong University of Science and Technology)

机构地区：[1]华中科技大学新闻与信息传播学院

出　　处：《国际新闻界》2022年第7期50-73,共24页Chinese Journal of Journalism & Communication

基　　金：教育部哲学社会科学研究重大课题攻关项目“讲好中国故事与提升我国国际话语权和文化软实力研究”(项目编号:17JZD038)的研究成果。

摘　　要：公共关系实践中“公共”对“公共性”的追求和“关系”对“私人性”的推崇之间的紧张关系一直是造成中国公共关系实践合法化和污名化危机的根本原因。本文以西方政治哲学中的公共性概念和公共关系理论中的公共性特征为参照,通过问卷调查和扎根理论方法创新性地提出了中国公共关系实践的“公共性权变模型”,用以阐释中国公共关系实践的公共性表征。研究表明:中国公共关系实践的公共性表征生成于家国天下的文化传统,在“公”与“私”的权变博弈中呈现出一幅变动不居的“公私混合”图景,其中以“公私并置”的公共性实践形态最具伦理性。中国公共关系实践的公共性表征会受到组织特征、媒介特征、环境特征、公众特征四个显性因素和从业者关系特征这一隐性因素影响,在“极公”和“极私”的公共性程度连续带上不断变化。中国公共关系实践的公共性不排斥关系性,且关系性会不同程度地促进或制约公共性表征的生成和发展。The tension between the pursuit of publicity by “public” and the praise of “private” by “relationship” in public relations has always been the fundamental cause of the legalization and stigmatization crisis of China’s public relations.Based on the public characteristics of Western political philosophy and public relations,this paper creatively puts forward the “contingency model of publicity” of China’s public relations practice by means of questionnaire survey and grounded theory,so as to explain the internal logic of China’s local public relations practice.The research shows that:the publicity of China’s public relations practice is rooted in the cultural tradition of family,country and the world.In the contingency game between “public” and “private”,it presents a dynamic picture of “public-private mixture”,in which the public practice form of “public-private Juxtaposition” is the most rational.The degree of “publicity” of Chinese public relations practice will be affected by the four dominant factors of organizational characteristics,media characteristics,environmental characteristics,public characteristics and the implicit factor of practitioner relationship characteristics,which will change continuously in the degree of “extremely public” and “extremely private” publicity.The publicity of China’s local public relations practice does not exclude the relationship,which will promote or restrict the external performance of the publicity of public relations practice in varying degrees.

关 键 词：中国公共关系 公共关系实践 公共性表征 

分 类 号：C912.3[经济管理]