公关语境下的“策略性宣传”与“包装式传播”：跨语境比较与适用性分析

中图分类号：C912.3 DOI：10.12339/j. issn.1673-8578.2026. 02.017

Abstract：Inrecentyears，teroleofcommercializeddevelopmentof thepublicrelationsindustryhasbenquestioned.Inthe West， “propaganda”and“spin”have graduallybecomekeyconceptsforcriticizing publicrelations practices.Curentlythere isnosystematicdefinitionof these twoconcepts inChinesecommunicationstudies.Introducing thesetwoconcepts intotheChinesecontexthelps enhance heprecisioofommunicationresearch.Throughco-ontextualcompariso，tispaerestablishesclearerChinesecoceptualdfintiosforlysteirplicabilityndliatiosinteinecotet，ndfutereaisthpactialalue inlocalcommunicationresearch.Meanhile，itexploresthespecificrolesandrisksofthetwoconceptsinpublicrelationspractices combined withcases.Testudyargues thatincommercialandpolicalcommunication“propaganda”and“spin”mustbeapplied withinthescoeofdsusssoethicalfrmeworksandsocialresposibilis.Tisexploratinotonlyspodstoteooess inthepublicrelations industrybutalsoprovidesareferencefortheChineseacademiccommunitytointroduce Westerncommunication concepts.

Keywords：publicrelations;strategicpropaganda;spin communication;crosscontextual comparison;conceptual localiatiol

0引言

公共关系行业常被描述为“组织与公众之间的桥梁”，在学术与实践层面均强调其促进沟通、理解与社会对话的功能。（剩余3669字）