洗脑机何以转个不停 你肯定很熟悉公共关系。你或者你的公司也许已经雇佣了一家公关公司。也许你为某一家公关公司工作，甚至是拥有或者管理着一家公关公司。可是，你知道爱德华·伯奈斯这个名字吗？大概不知道。然而，被称为“公共关系之父”的伯奈斯毫无疑问地，是近代最有影响力的人物之一。 为什么呢？借助他的舅舅西格蒙德·弗洛伊德以及因为那条会垂涎三尺的狗而闻名的俄国心理学家巴甫洛夫的工作，伯奈斯成了懂得潜意识编程技术、并把它应用于大众传播工具的科学与艺术之中的第一人。 并非巧合的是，伯内斯的工作跨越了 20 世纪的很大一部分，从第一次世界大战直到冷战，并且赤裸裸地反映出那个信条，即在一个冷漠无情的随机宇宙中，唯物为重。 在第一次世界大战期间，年轻的伯内斯为乔治·克里尔领导的美国公共信息委员会 (CPI) 工作。该委员会制作的战争宣传品，以及新兴的大众媒体的说服力和影响力，都给伯内斯留下了深刻的印象。除了官方的广告标语“为了民主，让世界更安全”之外，第一次世界大战还给我们留下了一张经典海报，上边画着一个来势汹汹的德国士兵，还有一幅标题，“买自由公债，打退德国佬！” 每一场战争中的一个重要部分，就是要把敌人非人化到这样一种程度，以至于杀掉他们的后果并不比踩死一只蟑螂来得更大。 CPI 不仅发明了若干暴行，同时也重复利用了以往战争中的谎言。他懂得，正如当今所有负面政治广告承包商所知的，负面广告和故事的力量是十分强大的，因为它们可以调动人们内心隐藏的针对任何以及一切东西的愤怒，然后把这些怒火集中到附近的某个人类目标上。这就是为什么美国会卷入一场针对日益危险的“赤党分子”的冷战，并且和卑鄙的“德国佬”、“日本鬼子”、“斯拉夫佬”，“高丽棒子”、和“中东鬼子”打了好几场热战。 战争结束后，伯内斯的注意力转向了和平时期的各种问题。在他的书《 宣传 》中，他写道，“当然，正是在战争期间宣传那种令人震惊的成功让生活各部门中的那 少数的聪明人 大开了眼界，了解了严密管制公众头脑的可能性。”伯内斯愿意称自己为一个“先进分子”，但仍然把群众看做一个“需要被领导的群体”，并坦率地写下了他自己的使命，也就是去“控制群众，并且不为他们所知。” 你最近见过女孩点烟没有？你也可以为此感谢爱德华·伯内斯的天才。在 1920 年代，女孩抽烟即使不算是不道德，也是有失温柔的表现。由于认识到这个在变革的时代之中的尚未开发的市场，幸运牌香烟的制造者，美国烟草公司，决定雇佣伯内斯来为此做些什么。伯内斯始终是一位了不起的自我推销员，他把这次行动的结果称为本世纪最伟大的公关事件之一。 为了 1929 年在纽约和其他地方举行的复活节游行，伯内斯雇佣了一批迷人的少女，边抽烟边参加游行，就这样把这种在当时既现代又叛逆的抽烟行为与时尚和热爱自由关联到了一起。报纸和新闻片对此产生了兴趣，而这成了社会接受女性吸烟的转折点。不过，伯内斯也为此做过正面的努力。在吸烟的毒性作用曝光后，他领导了一场游说活动——尽管没有成功——试图使美国公共关系协会同意不再为烟草公司工作。 然而，有一件事伯内斯始终没有表示歉疚，那就是他在一代人之后为美国联合果品公司搞的那场运动。 1951 年，他被该公司雇用，帮助他们解决在危地马拉遇到的一个问题。这个问题是什么？答案是：民主。新当选的总统雅各布·阿本斯曾发誓要启动土地改革，从而把国家财富归还给危地马拉人民。作为危地马拉最大的地主，联合果品公司反对哪怕是最温和的改革，并雇用伯内斯代表他们其游说美国政府。 伯内斯显然相信自己的宣传能力，他把新当选的危地马拉政府构陷为“共产主义威胁”。实际上，阿本斯总统并不是共产主义者；他是一位改革者。他还曾在就职演说中发誓，要把危地马拉转变成“现代资本主义国家”。尽管如此，伯内斯用公款安排记者旅游访问危地马拉，当然，这是联合果品公司出钱。这些记者见证并报道了一系列仿冒的共产主义暴动，这一切都是伯内斯为了他的公司赞助商的利益而导演的。当然，伯内斯说服记者和美国公众的工作，由于当时席卷美国的反共的麦卡锡主义而变得更加容易了。 你问这次运动的结果？ 1954 年，美国中央情报局发起的代号为 PB 成功活动的秘密行动推翻了阿本斯，并建立了一个军事独裁统治，由此发起了一场将会持续 38 年之久血雨腥风。各项土地改革均被推翻，联合果品公司和其他公司们趁机大行其道。在这一系列由伯内斯的公关努力所促成的残酷政变，叛乱和镇压期间，数千名危地马拉人死亡，上百万人沦为难民。 人们很容易佩服伯内斯那才华横溢的、富于创造性的头脑，因为事实如此。他既非不道德，也不是不择手段，而是把宣传看做一种为了利益而发挥影响的科学方法。问题是，当唯物为重时，科学可以为了各种物质利益而被滥用。我们只能猜想，对于 2001 年五角大楼在一项为期四个月的合同中给公关企业伦登集团支付了 397,000 美元，以帮助他们向公众推销对阿富汗的轰炸这件事，爱德华·伯内斯究竟会说些什么。 作为其结果，新的丛林法则，这条附加的道德准则已经只差刻印在石碑上了：为了追求你自己的幸福，汝等应撒谎、欺骗、偷窃，以及采取其他任何手段，只要你可以逃脱处罚。 How the Brainwashing Machine Got Stuck inSpin Certainly, you’re familiar withpublic relations. Maybe you or your company has hired a PR firm. Maybe you workfor, or even own or manage, one. However, do you recognize the name EdwardBernays? Probably not. Yet, Bernays is known as the “father of public relations”and is, no doubt, one of the most influential people of recent times. Why? Drawing on the work of hisuncle, Sigmund Freud, as well as Russian psychologist Ivan Pavlov—famous forhis salivating dogs—Bernays was the first person to understand and applysubconscious programming to the art and science of mass communications. Not coincidentally,Bernays’ work spanned much of the 20th century, from World War I to the ColdWar, and starkly reflected the credo that, in an uncaring random Universe, onlymatter matters. Bernays’ first job as a young man duringWorld War I was working for the Committee on Public Information (CPI), directedby George Creel. Bernays was impressed by the war propaganda created by thatcommittee and with the newly emerging mass media’s power to persuade andinfluence. In addition to the official advertising slogan, “Making the worldsafe for democracy,” World War I gave us the classic poster that depicts amenacing German soldier and the caption, “Beat Back the Hun with LibertyBonds.” 54 Edward Bernays’ poster that helped sellthe American public on World War I An important part of every war is todehumanize the foe to such an extent that killing them is of no greaterconsequence than stepping on a roach. The CPI invented atrocities andrecycled lies from previous wars. He understood, as present day purveyors ofnegative political ads know, that negative ads and stories are powerful becausethey mobilize an inner rage about anything and everything then focus that rageon a handy human target. That’s why America engaged in a Cold War against theever-dangerous “Red Commies,” and fought hot wars against the vile “Huns,”“Japs,” “Slopes,” “Gooks,” and “Rag Heads.” After the war, Bernays turned hisattentions to the problems of peace. In his book Propaganda, he wrote, “It was, of course, the astounding success of propaganda duringthe war that opened the eyes of the intelligent few in all departments of life tothe possibilities of regimenting the public mind.” 55 Bernays wouldhave called himself a “progressive,” but nonetheless considered the massesas a “herdthat needed to be led” and wrote frankly about his mission to “control themasses without their knowing about it.” 56 Have youseen a woman light up a cigarette lately? You can thank the genius of EdwardBernays for that, too. In the 1920s, a woman smoking was considered to beunfeminine if not scandalous. Recognizing an untapped market in changing times,American Tobacco Company, the makers of Lucky Strike TM , hiredBernays to do something about it. Bernays, always a great self-promoter, calledthe result one of the greatest PR events of the century. For the1929 Easter Parade in New York and elsewhere, Bernays hired attractive youngdebutantes to parade as suffragettes while smoking, thus associating the modernand then-rebellious act of smoking with being fashionable and freedom-loving.Newspapers and newsreels ate this up, and it stood as a turning point in the acceptanceof women as smokers. To Bernays’ credit, however, once the toxic effects ofsmoking were known, he led the lobbying effort—unsuccessfully—to get the PublicRelations Society of America to agree not to work on behalf of tobaccocompanies. 57 One thingBernays was not apologetic for, however, was his campaign a generation later onbehalf of the United Fruit Company. He was hired by that company in 1951to helpthem with a problem in Guatemala. The problem? Democracy. Newly electedpresident Jacobo Arbenz had vowed to initiate land reform, thus returningnational wealth to the citizens of Guatemala. As the largest landowner inGuatemala, United Fruit took exception to even the most moderate reforms andhired Bernays to lobby the U.S. government on their behalf. 58 Clearlybelieving his own propaganda, he framed the new Guatemalan government as a“Communist menace.” In reality, President Arbenz was not a Communist; he was areformer who vowed in his inauguration speech to turn Guatemala into a “moderncapitalist country.” 59 Nonetheless, Bernays arranged junkets forjournalists to visit Guatemala, at United Fruit’s expense, where they witnessedand reported on mocked-up communist riots that Bernays staged for the benefitof his corporate sponsors. 60 Of course, Bernays’ job of convincingthe journalists and the American public was made easier by anti-CommunistMcCarthyism, which was sweeping the U.S. at that time. The result of this campaign? In1954, a CIA covert action called Operation PBSuccess overthrew Arbenz andinstalled a military dictatorship, initiating a reign of terror that would last38 years. Land reforms were overturned, and United Fruit and other corporationsgot their way. During a series of brutal coups, rebellions, and repressions,which were precipitated by Bernays’ PR efforts, thousands of Guatemalans diedand a million became refugees. 61 It’s easyenough to admire Bernays as a brilliant and creative mind, which he was. He wasneither immoral nor unscrupulous, but rather saw propaganda as a scientific wayto influence for the good. The problem is, when all that matters is matter,science can be abused on behalf of material interests. Wecan only wonder what Edward Bernays would have said about the Pentagon paying apublic relations firm, the Rendon Group, $397,000 for a four-month contract in2001 to help sell the bombing of Afghanistan. 62 As aresult, the new law-of-the-jungle, extra-moral code has been all but emblazonedon stone tablets: Thou shalt lie, cheat, steal, and do anything you can getaway with in pursuit of your own happiness.
SSCI 、 AHCI 均收录传播学期刊， 2012 年 SSCI 收录传播学学科期刊 74 种，其中被 SCI 、 SSCI 共同收录传播学学科期刊 1 种： 1976 年创刊的 Telecommunications Policy 《电信政策》， SSCI 、 AHCI 共同收录传播学学科期刊 12 种： 1987 年创刊的 Argumentation 《论证》、 2004 年创刊的 Communication and Critical-Cultural Studies 《传播与批判 / 文化研究》、 1987 年创刊的 Continuum- Journal of Media and Cultural Studies 《媒体与文化研究杂志》、 2006 年创刊的 Games and Culture 《游戏与文化》、 2008 年创刊的 Journal of African Media Studies 《非洲媒体研究杂志》、 1999 年创刊的 Media Psychology 《媒介心理学》、 1991 年创刊的 Narrative Inquiry 《记叙文探究》 、 1992 年创刊的 Public Understanding of Science 《科学的公众认识》、 Rhetoric Society Quarterly 《修辞学会季刊》 、 2000 年创刊的 Television New Media 《电视与新媒体》、 1981 年创刊的 Text Talk 《文字和语言》、 1995 年创刊的 Translator 《翻译者》。 SSCI 收录传播学学科期刊 61 种，例如： Asian Journal of Communication 《亚洲传播杂志》、 Chinese Journal of Communication 《中国传播杂志》、 Communication Monographs 《传播论丛》、 Communication Research 《传播研究》、 Communication Theory 《传播理论》、 Communications-European Journal of Communication Research 《传播：欧洲传播研究杂志》、 Critical Studies in Media Communication 《媒体传播批评研究》、 Discourse Society 《舆论与社会》、 Discourse Studies 《论说研究》、 Environmental Communication: A Journal of Nature and Culture 《环境传播》、 European Journal of Communication 《欧洲传播杂志》、 Health Communication 《健康传播》、 Human Communication Research 《人类传播研究》、 IEEE Transactions on Professional Communication 《 IEEE 专业传播汇刊》、 International Journal of Advertising 《国际广告杂志》、 International Journal of Press-Politics 《哈佛国际新闻与政治杂志》、 International Journal of Public Opinion Research 《国际公众舆论研究杂志》 、 Journal of Advertising 《广告杂志》、 Journal of Advertising Research 《广告研究杂志》、 Journal of Applied Communication Research 《应用传播研究杂志》、 Journal of Broadcasting Electronic Media 《广播与电子媒介杂志》、 Journal of Communication 《传播杂志》、 Journal of Computer-Mediated Communication 《计算机媒介传播》、 Journal of Media Economics 《媒体经济学杂志》、 Journal of Public Relations Research 《公共关系研究杂志》、 Journal of Social and Personal Relationships 《社会与人际关系杂志》、 Media Culture Society 《大众媒介、文化与社会》、 New Media Society 《新媒体与社会》、 Political Communication 《政治传播》、 Science Communication 《科学传播》、 Visual Communication 《视觉传播》、 Written Communication 《书面传播》等。详细 2012 年 SSCI 收录传播学学科期刊 74 种请看附件。 附件： 2012年SSCI收录传播学期刊74种目录.doc
1989年创刊的Journal of Public Relations Research《公共关系研究杂志》ISSN: 1062-726X，季刊，美国（TAYLOR FRANCIS INC, 325 CHESTNUT ST, SUITE 800, PHILADELPHIA, USA, PA, 19106）出版， 2009年入选 Web of Science的Social Sciences Citation Index，目前在SSCI数据库可以检索到该期刊2008年的第20卷第1-4期到2009年的第21卷第1-4期共46篇论文。 46 篇文章包括学术论文38篇、书会议论文3篇、更正2篇、评论2篇、社论1篇。 46 篇文章的主要国家分布：美国39篇、韩国4篇、中国（其中台湾地区2篇）3篇等。 该刊主要刊登探讨公共关系的理论以及如何使之更有成效，包括公共关系历史、伦理和哲学方面的研究论文、评论和社论。 网址： http://www.informaworld.com/smpp/title~db=all~content=t775653694 作者指南： http://www.informaworld.com/smpp/title~db=all~content=t775653694~tab=submit~mode=paper_submission_instructions 编委会： http://www.informaworld.com/smpp/title~db=all~content=t775653694~tab=editorialboard
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