现代公关背景下的新闻权力嬗变

News Power under the View of Modern Public Relations

当代新闻有个奇特的现象,即民间公关开始介入编辑流程,并与权力发生关系。公关介入之后的新闻权力发展经历了三个阶段,20世纪80年代的新闻"专权",90年代新闻向公关的适度"让权",2002年之后,随着民生新闻的渐趋繁荣,故事化编辑理念出现,媒介与公关的"分权"成为现实。第一阶段向第二阶段的过渡证明了媒介接近权逐渐"去阶层化",到第三个阶段,新闻传播效果提升了,但产生一些负面干扰,如"媒介合谋"和"权力寻租",在分享权力的同时,导致"社会公器"的"私用"。

Social public relations have generated power,which is a strange phenomenon in modern news editing process. The marriage of modern public relations and China news edition has experienced 3 stages. In 1980 s, news programs appeared with some kind of power-wielding. In 1990 s, news programs appeared with power-yielding. The two steps proved that the right of media' s access had gained the result of de-stratification. However, the civic news has become fashionable since 2002, story-telling edition method comes along, power-separation between media and public relations becomes reality. Meanwhile, it makes some negative effects, such as media conspiracy and power rent-seeking. When the power-sharing comes, social public instruments are used privately instruments are in private-applying.