为宣传正名:基于进步主义与功能主义的视角

Justifying Propaganda: The Perspective of Progressivism and Functionalism

伯内斯是美国著名的公关专家,其在世之时就已赢得了"公关之父"的名声。终其一生,伯内斯都试图为公关宣传正名,以求取在整个学科内外的合法性。伯内斯的公关实践始于美国进步主义运动时期,再加上他本人深受精英主义思想影响,他的宣传从理论到实践都具有明显的"主导性",即体现出对舆论的掌控野心和试图解决问题的动机。我们看到,伯内斯留下了丰富的遗产,然"为宣传正名"的夙愿终未达成。

Edward L. Bernays was an American expert in the field of public relations,referred to as ＂The Father of Public Relations＂when he was still alive. Bernays spent his whole life justifying public relations and propaganda,trying to gain academic legitimacy for this field. Bernays ＇practices of public relations started during the age of the Progressive Movement in America. Being significantly influenced by elitism,Bernays developed his propaganda theories and practices with obvious dominant characteristics,indicating his ambition to control public opinion and the goal to solve problems. Bearing this value and idea,Bernays failed to accomplish the purpose of ‘justifying propaganda＇,though left a rich legacy in the field of public relations.