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-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。

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 as a 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.