台灣公共關係學門及研究：1960-2000年之回顧

Abstract

本文旨於探討1960年代中期至2000年間，台灣公共關係學門與研究的沿革及發展。本文之研究方法主要為內容分析法及文獻回顧，資料蒐集範圍包括：1）1967至2000年間《新聞學研究》論文，2）1966至2000年之國科會研究報告；3）1997至2000年中華傳播學會出版之《傳播論文選集》論文，4）1990年至2000年間144篇公關論文（含博碩士論文及期刊論文，新聞學研究不重複計算），以及5）台灣大專院校開授公共關係課程資料。文中首先介紹大專院校設立相關科系，及開授公共關係課程的情形，其次探討公共關係學門與其他學門間的關聯性。研究結果顯示，公共關係學與傳播學門及管理／行政科學學門的關聯性最強。台灣公共關係研究的特色則可簡述如下︰組織取向（相對於公眾取向）、多元研究主題（相對於單一主題）、效果取向（相對於非效果取向），以及實務取向（相對於理論取向）。在理論基礎方面以西方（尤以美國為主）公共關係理論為主要援引基礎，另則援引傳播學及管理學理論。本文亦發現台灣公共關係研究具以下「在地」特性，值得進一步探討︰從消息來源角度探討公共關係、從關係及文化角度探討公共關係，以及具在地意涵的「公關」定義問題等。文末以21世紀初美國與台灣所舉辦的二個具代表意義的公共關係論壇，探討公共關係研究的未來及展望。

This paper explores the developments of the public relations discipline and public relations research from the mid 1960s to 2000 in Taiwan. The methods of content analysis and literature review were adopted. The data collected and analyzed encompassed: 1) articles published in Mass Communication Research from 1967 to 2000, 2) research reports for the National Science Council from 1966 to 2000, 3) articles collected in the Collections of Communications published by the Chinese Communication Society from 1997 to 2000, 4) 144 public relations papers, including master`s and doctorate dissertations, from 1990 to 2000, and 5) public relations curriculum information from Taiwan colleges and universities. This paper first introduced the courses and departments in the field of public relations at colleges and universities in Taiwan. Then, the relations between the discipline of public relations and other disciplines were explored. The results indicated that the public relations discipline has the closest relations with communications, management and administration science. Characteristics of the public relations research in Taiwan can be characterized as: Organization orientation (in contrast to public orientation), plural research subjects (in contrast to single subjects), effect orientation (in contrast to non-effect orientation), and practice orientation (in contrast to theory orientation). Theory-wise, Western theories, primarily US theories, are major supports; communications and management theories are also referenced. This paper also noted the following indigenous characteristics of public relations research in Taiwan, i.e., exploring public relations from 1) the perspective of news sources, 2) guanxi and relationships in the cultural sense, and 3) indigenous definitions of public relations. This paper concluded with the outlooks on public relations based on two representative public relations forums conducted at the beginning of the 21st century in Taiwan and the US.