CAJ | 학술논문

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。
본연구통과내용분석，시도분석자1949년지2012년기간적《인민일보》대공공관계의함적계정류형급기발전정형。결과현시，《인민일보》대공공관계의함공작출십류명학계정。의거각류계정적보도수량급발전추세적현저정도，본연구장십류계정분위삼충정형：주도계정（“매체관계”、“비정식관계”여“권복”）、차요계정（“활동조직집행”여“정식관계관리”）화변연계정（“변해”、“보조복무”、“사화초”、“형상관리”、“다향계정”）。최능체현《인민일보》공공관계의함계정정형적시삼류주도계정。총체이언，《인민일보》적공공관계의함계정유일정편파，회대공음적공공관계인지산생소겁영향。
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.