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Perceptions of public relations among Chinese and American college students : a comparative analysis
Date of Award
2011
Document Type
Thesis - Pacific Access Restricted
Degree Name
Master of Arts (M.A.)
Department
Communication
First Advisor
Qingwen Dong
First Committee Member
Carol Ann Hackley
Second Committee Member
Alan Ray
Abstract
People throughout history have judged Public Relations critically. So, today, it is essential for PR professionals to know how the field is perceived. This research examines how college students in America and China perceive public relations. Four research questions were proposed to understand perception differences between the two countries, existing misconceptions against public relations, media influences and PR education.
This study employed the survey method to find college students' perceptions of public relations in the U.S. and China. The study finds that college students believe that public relations practice is related to a broad range of specialized areas. Most of students view public relations as an important, ethical profession. However, some negative terms are still associated with public relations, such as "spin," that affect students' PR perceptions. In China, fewer students now relate public relations to the previously perceived escort service; and the Chinese cultural norm "guanxi" is considered to be an important element in PR practice. Comparative analyses show that American college students view public relations as a more positive, ethical, and well-developed profession than their Chinese counterparts do. Public relations, in Chinese students' mind, is far away from the well-developed stage. College students believe media, PR courses and internships influence their perceptions to a great extent. More Chinese students recognize the media impact, while more U.S. students value he education impact.
This study affirms the importance and professionalism of public relations. At the same time, it provides crucial insights into the challenges that this field is facing in the two countries. No matter whether it is as a profession, or an academic discipline and a social contributor, public relations still needs to keep educating the public in the new decade ofthe 21st century.
Pages
88
Recommended Citation
Liang, Minqian. (2011). Perceptions of public relations among Chinese and American college students : a comparative analysis. University of the Pacific, Thesis - Pacific Access Restricted. https://scholarlycommons.pacific.edu/uop_etds/794
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