【摘要】 如何提高公众对公共关系职业的积极认知和去污名化效果一直是公共关系领域的重要研究议题。本研究运用控制实验方法和叙事运输理论，以“公共关系”行业为例，探讨了叙事说服改善职业认知的作用机制。研究发现，叙事运输是公众对公共关系职业态度的正向影响因子，是反驳的负向影响因子，反驳是运输与公众对公共关系职业态度的负向中介因子。本研究进一步提出了讲故事去除职业污名的叙事说服动力机制模型，通过显性的运输—反驳机制和隐性的驱动—抑制机制，探索一条“去污名化”实践的新路径，为去除职业污名和国家形象污名提供了理论方法和实践路径。更多还原

【Abstract】 Storytelling can increase the public’s positive attitude and de-stigmatization of the profession. This study uses experimental methods and narrative transportation theory, taking "public relations", a profession plagued by stigma, as an example to explore the mechanism by which narrative persuasion improves professional cognition. It is found that narrative transportation is a positive influencing factor of public attitude toward public relations profession, and a negative influencing factor of counterarguing, which is a negative mediating factor of transportation and public attitude toward public relations profession.This study further proposes the dynamic mechanism model of narrative persuasion in story telling to remove professional stigma, and explores a shareable path of "de-stigmatization" practice through the explicit transportation-counterarguing mechanism and the implicit drive-inhibition mechanism, providing theoretical methods and practical paths for removing professional stigma and national image stigma.更多还原