公關理論中的「雙向對等性溝通模式」再省思

Reconsidering 'Two-Way Symmetrical Model' in Public Relations Theory

本文旨在重新省思Grunig所提出的公關理論中的「雙向對等性溝通模式」的概念，從概念、測量與其在實務界的應用等方面檢討它的「效果」與「優越性」並質疑該模式在現實生活中的適用程度。本文指出，以簡約的概念來概括真實世界組織互動的複雜層面「對等性」概念在理論與實務運用上確有其瑕疵。此外，作者提出兩個可能的替代性理論：博奕理論（game theory）與權力關係（powerrelations）論來解釋影響組織溝通型態的因素。

The present analysis reconsiders the concept of 'symmetry' in public relations theory proposed by Professor James Grunig, and asks if 'two-way symmetrical' communication is truly superior at various standards, ranging from concepltualization, measurement and application. The author argues that the concept 'Symmetry vs. asymmetry' is too simplistic to describe the complicated reality of public relations work, and proposes two alternative models (game theory and theory of power relations) that are considered appropriate explanation of factors contributing to the process of public com-municatíon practices in organizatíons.