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公共关系的文化想象:身份、仪式与修辞

书 名: 公共关系的文化想象:身份、仪式与修辞
英 文 名: THE CULTURAL ANALYSIS APPROACH TO PUBLIC RELATIONS IDENTITY, RITUALS, AND RHETORIC
作 者: 宫贺
I S B N: 978-7-5201-1140-9
丛 书 名: 福建省社会科学规划项目博士文库 订阅
关 键 词:  公共关系学 文化想象 身份 仪式
出版日期: 2017-10-01

中文摘要

战场与市场对于掌控公众舆论、提高宣传与管理效率的需求,刺激了现代公共关系的降生。20世纪20年代,公关先驱爱德华·伯内斯找到了“公共关系”这一词语来代替在世界大战中名声殆尽的“宣传”。但是,他或许没有想到,时隔近一个世纪,公共关系也开始遭遇愈加猛烈的合法性危机;道德与效率,工具与伦理,功能与批判——当公关理论踯躅前行时,有没有“第三条道路”可以让研究者跳脱非黑即白的无休止的辩论?本书从公共关系研究与文化研究的理论梳理入手,尝试寻找两者的接合点,进而提出公关的三个主要文化属性:公关参与主体的身份与权力;公关行为中的情感互动;“符号-意义”的象征性表达体系。它们依次对应着公关的三个主要研究对象:主体、行为和文本。公关文化分析模式从宏观、中观到微观的三个层次依次是:情境分析、仪式分析与修辞分析。三个分析层次依次对应上述三组研究对象。本书的主要观点是:公共关系实践具有被主导范式忽视的行为的“象征性表达”的文化属性,公关文化分析就是针对公关文化属性展开的研究。这一分析路径主要关注情境、仪式、身份、情感、社会关系,以及话语、叙事、修辞、隐喻等文化变量在公关行为中的作用。本书写作的一大特色是将理论与近一百个中外公关领域的案例相结合,希望能够在理论与实践的观照下,重新审视这门年轻而古老的学科。

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CommonID:DIR_50348197,ID:9031654,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:335105,name:第三章 公关的文化属性与文化分析路径,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:9031604,AbstractCH:关系艺术的复杂策略和仪规说明,尽管关系艺术为实际的利益所驱动,但它却不是一个非道德或完全理性化的行为模式。其行为是以情境的和关系伦理系统为基础的,它增进个人忠诚和相互的义务。公关修辞学派面对功能主义范式与批判范式的困境,在探索公关理论发展的“第三条道路”上做出了艰苦的努力,在公关本体论的建构上发掘出一片新的领地,将“意义”的命题重新注入公关的学术视野。遗憾的是,古典修辞并不能给公关方法论的成长提供充足的给养,公关修辞学派独有的、创新性的理论模式存在明显的缺位。除了本体论、认识论的储备外,一个完整的学科范式还应含纳整合性的、代表性的实践模式,或者说方法体系。要实现公关理论真正的“文化转向”,离开对文化研究本身的关注很可能产生“驴唇马嘴”的结果,上文论及修辞学派遭遇的“并不懂什么是符号”的指责即是一例。因此,笔者认为,若要实现公关与文化研究的真正“联姻”,必须回到两个学科范畴的核心中去寻找共通属性。,AbstractEN:,KeyWords:344793,462302,474172,154302,EKeyWords:122257,462306,474173,149256,SubjectWords:,LiteratureId:9031653,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120170902X20161863001_004,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:wanghan,AddTime:2017-10-17 09:42:49.0,ModifyUser:Admin,ModifyTime:2021-11-03 02:09:00.0,HitCount:5,ShowType:putong,LogoID:0,PdfID:13297303,DownCount:14,AuthorInfos:,BookPublishDate:2017-10-01 00:00:00.0,SearchTitle:公关的文化属性与文化分析路径,ISBN:978-7-5201-1140-9,BookTitle:公共关系的文化想象:身份、仪式与修辞,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:公关的文化属性与文化分析路径,_RowNo:11
CommonID:DIR_50348222,ID:9031660,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:335106,name:第四章 公关文化分析的宏观层面:情境分析,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:9031604,AbstractCH:选择一个分析起点对理论研究者来说是策略选择的重要方面。但它不仅仅是一种非理性的个人争强的趣好。我将试图表明,为什么我们把情境作为出发点来说明个体,而不是以个体为出发点,会有更多收获;而且,我们肯定比通常由个体直接跳跃到外表属于他或她的行动或认知而完全绕过情境的做法,有更多的收获。,AbstractEN:,KeyWords:474174,154302,70424,453336,EKeyWords:474175,149256,442007,21785,SubjectWords:,LiteratureId:9031658,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120170902X20161863001_005,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:wanghan,AddTime:2017-10-17 09:42:49.0,ModifyUser:Admin,ModifyTime:2021-11-03 02:09:00.0,HitCount:8,ShowType:putong,LogoID:0,PdfID:13297304,DownCount:14,AuthorInfos:,BookPublishDate:2017-10-01 00:00:00.0,SearchTitle:公关文化分析的宏观层面:情境分析,ISBN:978-7-5201-1140-9,BookTitle:公共关系的文化想象:身份、仪式与修辞,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:公关文化分析的宏观层面:情境分析,_RowNo:12
CommonID:DIR_50348240,ID:9031666,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:335107,name:第五章 公关文化分析的中观层面:仪式分析,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:9031604,AbstractCH:人类有秩序的社会生活依赖于社会成员头脑中某些情感的存在,这些情感制约着社会成员相互发生关系时产生的行为。仪式可以被看作某些情感的有规则的象征性体现。因此,当仪式对调节、维持和一代代地传递那些社会构成所依赖的社会情感起作用时,仪式的特有社会功能也就显示出来。,AbstractEN:,KeyWords:474174,154302,456990,474176,EKeyWords:474175,149256,474177,474178,SubjectWords:,LiteratureId:9031664,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120170902X20161863001_006,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:wanghan,AddTime:2017-10-17 09:42:49.0,ModifyUser:Admin,ModifyTime:2021-11-03 02:09:00.0,HitCount:13,ShowType:putong,LogoID:0,PdfID:13297305,DownCount:15,AuthorInfos:,BookPublishDate:2017-10-01 00:00:00.0,SearchTitle:公关文化分析的中观层面:仪式分析,ISBN:978-7-5201-1140-9,BookTitle:公共关系的文化想象:身份、仪式与修辞,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:公关文化分析的中观层面:仪式分析,_RowNo:13
CommonID:DIR_50348268,ID:9031672,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:335108,name:第六章 公关文化分析的微观层面:修辞分析,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:9031604,AbstractCH:本章提出的公关修辞分析,旨在从文化分析的视角出发,采取微观切入的方法,突出修辞在建构公关主体身份上所具有的“符号-象征”意义。修辞分析以公关文本、框架、故事以及隐喻等为研究对象,以语篇、词汇为研究单元,尝试从符号象征系统的微观层面建构一套修辞分析的具体方法,以弥补修辞学派在方法论层面存留的遗憾,进而通过公关案例对这一框架进行应用。,AbstractEN:,KeyWords:474174,154302,68222,474179,EKeyWords:474175,149256,427471,474180,SubjectWords:,LiteratureId:9031671,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120170902X20161863001_007,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:wanghan,AddTime:2017-10-17 09:42:50.0,ModifyUser:Admin,ModifyTime:2021-11-03 02:09:00.0,HitCount:20,ShowType:putong,LogoID:0,PdfID:13297308,DownCount:14,AuthorInfos:,BookPublishDate:2017-10-01 00:00:00.0,SearchTitle:公关文化分析的微观层面:修辞分析,ISBN:978-7-5201-1140-9,BookTitle:公共关系的文化想象:身份、仪式与修辞,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:公关文化分析的微观层面:修辞分析,_RowNo:14
CommonID:DIR_50348287,ID:9031681,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:335109,name:第七章 公关文化分析在健康公关领域的综合应用,ShortName:,SubName:——以“中国健康知识传播激励计划”(2005~2010年)为例,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:9031604,AbstractCH:作为本书的最后一章,首先,笔者将对前述章节阐述的公关文化分析路径的各个层面进行一次综合整理,并提出公关文化分析的理论模型;其次,笔者将结合本章主题,梳理健康传播研究领域“文化转向”的新近成果及其启示;最后,笔者将用三节内容按照情境、仪式和修辞的方法框架对一个已历时6年但仍在持续进行的本土健康公关案例进行分析,并对其产生的可能效果进行评估。,AbstractEN:,KeyWords:474174,154302,423337,EKeyWords:474175,149256,423341,SubjectWords:,LiteratureId:9031680,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120170902X20161863001_008,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:wanghan,AddTime:2017-10-17 09:42:50.0,ModifyUser:Admin,ModifyTime:2021-11-03 02:09:00.0,HitCount:8,ShowType:putong,LogoID:0,PdfID:13297309,DownCount:15,AuthorInfos:,BookPublishDate:2017-10-01 00:00:00.0,SearchTitle:公关文化分析在健康公关领域的综合应用——以“中国健康知识传播激励计划”(2005~2010年)为例,ISBN:978-7-5201-1140-9,BookTitle:公共关系的文化想象:身份、仪式与修辞,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:公关文化分析在健康公关领域的综合应用——以“中国健康知识传播激励计划”(2005~2010年)为例,_RowNo:15
CommonID:DIR_50348332,ID:9031686,SiteID:14,Type:backAidText,Code:null,ParentId:0,InnerCode:335110,name:结语 建设还是批判:公关研究者的学术立场,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:9031604,AbstractCH:null,AbstractEN:null,KeyWords:null,EKeyWords:null,SubjectWords:null,LiteratureId:9031685,Fileref:null,OrderFlag:0,IsLeaf:Y,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:null,XmlID:null,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:wanghan,AddTime:2017-10-17 09:42:50.0,ModifyUser:Admin,ModifyTime:2021-11-03 02:09:00.0,HitCount:0,ShowType:putong,LogoID:0,PdfID:0,DownCount:0,AuthorInfos:null,BookPublishDate:2017-10-01 00:00:00.0,SearchTitle:结语 建设还是批判:公关研究者的学术立场,ISBN:978-7-5201-1140-9,BookTitle:公共关系的文化想象:身份、仪式与修辞,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:结语 建设还是批判:公关研究者的学术立场,_RowNo:16
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