CAJ | 학술논문

本文通过梳理公关的理论范式，呈现公关理论的两幅面孔：其一为占据主导地位的功能逻辑，以秉持系统思维，效率导向为特点；其二为近十年来显现的“社会一文化”逻辑，以倡导人文思维，意识形态与权力分析为特点。基于文化研究与公关理论的文献整理，笔者尝试提出公关“文化分析”路径的假设：“象征性表达”可以成为公关与文化研究的跨学科“接合点”。此假设下公关或可被定义为：在特定的社会文化情境中，互动主体通过象征性符号系统生产意义的一种文化现象。本文进而提出“文化分析”路径下公关研究的可能模式。公关的文化分析路径即用文化分析的手段针对公关主体的身份建构、情感互动以及象征性表达体系，依次借助情境分析、仪式分析与修辞分析予以研究。
본문통과소리공관적이론범식，정현공관이론적량폭면공：기일위점거주도지위적공능라집，이병지계통사유，효솔도향위특점；기이위근십년래현현적“사회일문화”라집，이창도인문사유，의식형태여권력분석위특점。기우문화연구여공관이론적문헌정리，필자상시제출공관“문화분석”로경적가설：“상정성표체”가이성위공관여문화연구적과학과“접합점”。차가설하공관혹가피정의위：재특정적사회문화정경중，호동주체통과상정성부호계통생산의의적일충문화현상。본문진이제출“문화분석”로경하공관연구적가능모식。공관적문화분석로경즉용문화분석적수단침대공관주체적신빈건구、정감호동이급상정성표체체계，의차차조정경분석、의식분석여수사분석여이연구。
This article attempts to present two facets of public relations： One is the ＂functional paradigm＂ that has for decades been regarded as the dominant logic of PR theories; the other one is the ＂non-functional paradigm＂ that concentrates on humanities, meanings and power analysis. The author proposes that ＂symbolic expression＂ can bridge Cultural Studies and Public Relations according to literature. Based on the hypothesis, PR can be defined asa cultural phenomenon that produces and transforms meanings through symbolic systems under socio-cultural situations. Then the author puts forward a cultural analysis approach reflecting three most significant cultural characters of PR （namely identity construction, emotional interaction, and symbolic expression）. Corresponded to the three characters, the cultural analysis approach consists of three dimensions： situational analysis, ritual analysis and rhetorical analysis.