公共关系学的“公共性悖论”及其自主知识体系构建  

The“Public Paradox”of Public Relations and the Construction of Its Autonomous Knowledge System

作　　者：刘晓程[1] 王浩 Liu Xiaocheng;Wang Hao(Lanzhou University)

机构地区：[1]兰州大学新闻与传播学院,甘肃兰州730000

出　　处：《新闻与传播评论》2024年第4期108-118,共11页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(20BXW095)。

摘　　要：从1984年“中国公关元年”算起,公共关系进入中国已经40年。此间,中国本土的公关实践、学术研究及学科建设从未间断,基本与改革开放以来的时代主流保持一致。然而,全球公关学术场域的主导理论与范式大多来自西方,中国实践更多作为特殊经验提供文化证据。这种“体用关系”难题不仅极大限制了中国公共关系学的自主知识体系构建,而且公关实践、学术乃至学科的正当性长期面临各种质疑。对照传播学科的自反性研究,回归现代公共关系在美国发生的历史语境以及公共关系学引进时的实践迷思,提出“公共性悖论”这一阻碍学科正当性的“元问题”,反思造成公关职业污名、公关有术无道、公关难以介入社会公共事务的三重困境,而突破公共性悖论正是回应“小学科如何构建自主知识体系”的关键所在。实践创新层面,作为“中间地带”的公共关系业需平衡策略传播与公共伦理的关系;学术研究层面,作为“行动连续体”的公共关系学应当突破理论界域贡献中国原创理论,以学术力量参与社会充分运作;学科发展层面,中国本土公共关系学需跳出“美国中心主义”与“商业中心主义”的窠臼,积极面向国家重大战略,对接国家发展需要,优化学科研究方向。构建中国自主的公共关系学知识体系,需走出西方理论的普适性迷思,反思视中国为“在地”而西方为“世界”的狭隘视域,以学术自主、文化自信的姿态观照本土公关实践并创新自主理论体系,从而更好推动中国本土公共关系学不断向前发展。It has been 40 years since the“first year of Chinese public relations”in 1984 that public relations entered China.China has maintained uninterrupted local public relations practices,academic research,and discipline creation throughout this time,essentially following The Times’mainstream since the reform and opening up.However,the majority of the most influential ideas and paradigms in the academic field of global public relations originate in the West,while Chinese practice offers unique cultural evidence.The“body-use relationship”issue has long raised concerns about the validity of public relations practice,academics and even disciplinary boundaries.It also severely restricts the development of an autonomous knowledge system in Chinese public relations.Compared to the reflexivity research of communication discipline,this paper returns to the historical context of the introduction of public relations to China,puts forward the“public paradox,”a“meta-problem”that hinders the legitimacy of the discipline,and reflects on the triple dilemma that causes the stigma of public relations profession,the lack of public relations skills and the difficulty of public relations to intervene in social public affairs.Breaking through the public paradox is the key to answering the question“how to build an independent knowledge system of minor disciplines”.As a“middle zone”in terms of practical innovation,the public relations sector must strike a balance between strategic communication and public ethics.As a“middle zone”in terms of practical innovation,the public relations sector must strike a balance between strategic communication and public ethics.At the academic research level,public relations,as a“action continuum,”should break through the theoretical field and contribute China’s original theory to the entire functioning of society with academic power.At the level of discipline development,China’s local public relations should break free from the patterns of“American centralism”and“bu

关 键 词：公共关系学 公开发布 公共性 学科反思 自主知识体系 

分 类 号：G210.9[文化科学—新闻学]