Confrontational coordination: The rearrangement of public relations in the automotive industry during the 1970s
本文以1960-70年代德国汽车工业的公关工作为例，说明在公众对汽车社会负面效应日益关注下，企业沟通从操纵性游说转向重视公众利益的议题管理，这种对抗但回应性的沟通模式长期强化了制度安排。
The article stresses the importance of communication processes as a fundamental basis for interest coordination in Rhenish Capitalism. Using the example of public relations work of the German automotive industry during the 1960s and 1970s, the article shows that a long dominant consensus about automobility as a guarantee for economic growth and social prosperity began to unravel as the negative aspects of mass motorisation came under public scrutiny. Older asymmetric concepts of corporate communication based on manipulative lobbying efforts and agenda setting strategies were superseded by an ‘issue management’ approach that took the collective interests of the public seriously. These confrontational but also responsive patterns of communication strengthened the institutional arrangements in the long run.