ABSTRACT The article explores how strategic communication successfully established itself as an academic discipline despite (or perhaps because of) being centered on an elusive concept. Drawing on ideas about the evolution of academic disciplines proposed by Alexander M. Shneider, we argue that strategic communication is currently caught in a cycle of constant reinvention obscured by a discourse of emergence. Although the discipline is undoubtedly becoming more sophisticated, it is doubtful whether there is genuine progress. The authors examine facets of strategic communication that contribute to the current state of affairs. Although clearer conceptualization and a more realistic understanding of the discipline are identified as a prerequisite for maturation, progress—as opposed to sophistication—ultimately depends on the development of discipline-specific, unique, and robust methods.

中文翻译：

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战略沟通：对一个难以捉摸的概念的思考

摘要本文探讨了战略交流如何成功地将自己确立为一门学术学科，尽管（或者可能是由于）以一种难以捉摸的概念为中心。借鉴亚历山大·史奈德（Alexander M. Shneider）提出的有关学科发展的思想，我们认为，战略沟通目前陷入了不断涌现的不断革新的循环之中，这种循环被新兴话语所掩盖。尽管该学科无疑变得越来越复杂，但是是否有真正的进展令人怀疑。作者研究了有助于当前事务发展的战略沟通的各个方面。尽管将更清晰的概念和对学科的更现实的理解确定为成熟的前提，