高科技產業中公關與記者間之權力關係探討

Abstract

本研究之目的，是希望可以探討在目前之社會情境脈絡中，高科技產業公關人員與記者之間的權力關係，其中輔以Bourdieu之資本概念加以探討之，在研究方法上採用的是深度訪談法，訪談對象包括高科技產業公關、記者以及學者，分析工具則為Nudist Vivo軟體，研究結果發現，高科技產業公關所優先擁有的資本種類─如科技知識、企業團體結構…等，將會成為公共關係之策略工具，進而在高科技產業公關與記者之間，形成權力差距，而網際網路工具使用的頻繁，亦成為一種權力展現的方式，本研究的結論提供學術界將「公共關係」置於社會責任論的脈絡下觀察之，同時亦能提供企業在運用公共關係時，所應注重之公眾利益層面的參考。

The purpose of this research is to explore the relationship of power between publicist and journalist in high-tech industry. Bourdieu’s concept of capital is used to assist within this research. An in-depth interview is used, with members of high-tech publicist, journalist and scholar was interviewed. The instrument used to analyze is Nudist VIVO. The result shows that the knowledge of technology and the fellowship structure of enterprise , which being a kind of capital that high-tech publicist owned first will be the instrument of strategy in public relationship. And further will form the gap of power between publicist and journalist. Also, the frequently use of on-line instrument will become a way of power representation. This result could provide a new point of view to communication academic for how to observe public relationship in the context of social responsibility theory, and also provide the reference of using public relationship as the public benefit to enterprise.