Moving forward the dialogic theory of public relations: Concepts,methods and applications of organization-public dialogue

Advanced information and communication technologies and social media (Web 2.0) have significantly shaped every aspect of contemporary society since Kent and Taylor’s (1998) proposal of dialogic principles, which later evolved into dialogic theory of public relations. It is now time to move the theory forward. The special section aims to advance the dialogic theory of public relations by reviewing the scholarship in organization-public dialogue to pinpoint critical issues for its development and introducing studies that take the dialogue approach to examine a range of public relations practices in China. In this introduction, we first identify critical issues to be addressed for the development of the dialogic theory of public relations and then introduce the articles included in the section. We conclude by proposing research directions for the theoretical and practical development of the dialogic approach to public relations.     

When controversial businesses meet dialogic communication: Insights from public relations practitioners in the oil and gas industry

This study investigated how public relations practitioners understand and practice dialogic communication in the controversial oil and gas industry. Guided by theoretical works of dialogic theory of public relations, the dialogic ladder, and negative spaces of dialogue, in-depth interviews were conducted with 21 practitioners who held public relations/communication positions serving the oil and gas industry in Canada. The findings suggest some points of alignment between practitioners’ understanding of dialogic public relations and the related theoretical orientation. Practitioners reported predominantly using an interpersonal approach for shallow dialogue followed by mediated and procedural approaches with different stakeholders in practice. Interviewees also shared the unique challenges they face in practicing dialogic communication due to the controversies surrounding the industry. Theoretical and practical implications are discussed.     

A Study on Dialogic Communication,Trust, and Distrust: Testing a Scale for Measuring Organization–Public Dialogic Communication (OPDC)

Although there is a wide range of discussion on dialogic communication, or dialogue, in the field of public relations, little research has dealt with the empirical measurement of organization–public dialogue. The primary purpose of this study was to test the proposed scale for measuring organization–public dialogic communication (OPDC). Additionally, this study aimed to demonstrate the link between dialogic communication and trust/distrust between organizations studied and their publics. For the research purpose, two anonymous online surveys were used to collect the data. The participants were American consumers randomly selected from a representative research panel of online survey participants (N = 704). According to the results, the proposed 2-factor, 28-item scale of OPDC was valid and reliable. Also, for further empirical validation, this study found that the proposed scale of OPDC is significantly related to public trust and distrust. Given the scarcity of the empirical research on OPDC, the results of this study can contribute to further research in communication management.     

Computer mediation vs. dialogic communication: How media affordances affect organization-public relationship building

The ontological conflict between computer mediation and dialogic communication—a normative ideal for ethical organization-public relationship building rooted in interpersonal literature—has attracted much scholarly attention, and in particular has generated the notion that mediated dialogue is a self-contradictory concept. In this study, we question this argument and provide empirical evidence by conducting a survey that links media channels’ affordances to their capability to carry organizations’ dialogic orientations. Results show that bandwidth and social presence affordances facilitate dialogic communication while anonymity slightly inhibits it, whether the communicative context is proactive or reactive. Social presence exerts the greatest impact on how publics perceive organizations’ dialogic orientations, and anonymity’s negative role was overstated by previous studies. Assessing media channels’ dialogic affordances, we found video conferencing and instant messaging to be the most dialogic channels for mediated organization-public communication.     

“We are people,not transactions”: Trust as a precursor to dialogue with LGBTQ publics

This research focuses on trust as a precursor to dialogic communication with diverse publics. Through a grounded theory approach, this research explicates the concept of trust in dialogue within organization-public relations to refine and advance research about enhancing dialogue and trust in diverse societies. Based on in-depth interviews with 33 LGBTQ communication professionals, findings suggest that trust is a precursor to dialogue and is impacted by cultural competency, organizational congruency, authenticity, and stakeholder empowerment.     

Growing up on the sidelines: identity negotiations of Palestinian youth from ‘collaborating’ families relocated to Israel

By examining the experiences of the children of Palestinian collaborators whose families have relocated to Israel, this study explores how youth negotiate self within the context of marginalisation and cultural dislocation. Due to the actions of their parents, the research participants have become outsiders and outcasts in their Palestinian communities of origin, outsiders in Israel, and outsiders among Israeli-Arabs. Based on qualitative, in-depth interviews with 11 Palestinian male youths, we describe and analyse the experience of identity negotiation in the context of fear and their families’ past deceit. Our findings highlight that the youths’ identities are negotiated by engaging in a dialogue of self on belonging and not belonging that is based on visions of their past, present and future selves. This is accompanied by a forced dialogue with others, explaining who they are in order to fit in with the ‘audience’, a presentation that is then acted out.     

Reimagining dialogue in public relations: Bakhtin and open dialogue in the public sphere

Over the past several decades, public relations scholarship has added significant richness to its understanding of dialogue. Such research has followed a theoretical trajectory centered on the “I and Thou” philosophy of Martin Buber. Drawing from Mikhail Bakhtin’s Dialogic Imagination, this essay puts public relations dialogic scholarship into conversation with the concept of dialogue in a broader societal context. Bakhtin’s work provides additional understanding of public relations’ roles in dialogue, particularly in regards to facilitating public conversations. Bakhtin’s emphasis on contextual and individually generated meanings illuminates the nature and structure of public conversations and the potential for public relations practitioners to play a more active and positive role in the enactment of open dialogue.     

The dialogic ladder: Toward a framework of dialogue

This paper articulates the existence of different forms of ‘dialogue’, ranging from the conduct of simple two-way communication through more interactive forms culminating in true (or capital D) Dialogue. The importance of, and rationale for, the making of these distinctions is discussed in relation to the theorizing and practice of dialogue in public relations. A framework encompassing variations on the theme of dialogue is proposed in the form of a dialogic ladder that reflects the everyday usage of the term, while also preserving the existence and distinction of the normative form.The clearer and more consistent conceptualization of dialogue resulting from the dialogic ladder will assist in developing teaching curricula and associated materials that enable future researchers and practitioners to distinguish between true Dialogue and other forms. The dialogic ladder contributes to the development of dialogue theory that either expands to include dialogue-in-name-only (Kent & Theunissen, 2016), or narrows its focus to consider only true Dialogue. It will also allow identification of situations in practice where two-way communication falls short of true Dialogue, and stimulate efforts to consider why this shortfall occurs and how it might be addressed—if the conduct of true Dialogue is deemed necessary and possible. Finally, the dialogic ladder provides an alternative perspective on the role of dialogue in the two-way symmetric model of public relations.     

Deconstructing organizational communication for (productive) dissensus

Abstract

The metanarrative of ‘crisis’ is now often present in communication constructing an organization’s identity and culture. Processes by which certain interpretations of circumstances predominate over others have been theorized by Gramsci’s notion of hegemony, enriching communication research. Here, I develop an argument for an approach based not on normative and interpretive discourses, but instead on those that are critical and dialogic, an approach urgently necessary in researching the increasingly complex communicative situations of workplaces. I outline a methodology, an ethnography of a communication site (an Australian organization), which could be piloted to solicit a sample of employees to express their own views towards quotidian organizational communication.     

A systematic review on the application of dialogue in public relations to information communication technology-based platforms: Comparing English and Chinese contexts

This study aims to systematically analyze and compare studies applying the dialogue approach in public relations to information communication technologies (ICTs) under English and Chinese context. Specifically, we want to investigate the subjects, the adoption of dialogic principles, and the processing of additional valuables of dialogue in selected studies. By identifying 68 relevant peer-reviewed journal articles under English context and 13 under Chinese context, we analyzed different subjects in selected publications, including their research topics, methods, samples and objectives. Moreover, our study also revealed the following results: (1) three dialogic principles were well adopted while the other two were not; (2) public engagement was the most common effect; (3) organizational response was the most common antecedent to dialogue implementation. Future studies are recommended to diversify research methods, topics and relevant technologies. We also call for developing theoretical models for dialogue in public relations and updating dialogic principles and measurements. Based upon the fact that the dialogue approach is less studied under Chinese context, we also offer a path to construct effective and ethical communication between organizations and publics on various ICT-based platforms in Greater China.     

Writing birthing bodies: exploring the entanglements between flesh and materiality in childbirth

ABSTRACT

This article enquires into the lived experiences of childbirth as a site of ‘fleshy becomings’ that disrupts the dominantly cleaned-up approaches to organising. Theoretically, we approach childbirth as a primitively humane experience in which birthing bodies become entangled with the materiality by which they are surrounded. The empirical material of the article consists of 12 in-depth interviews with first-time mothers in Finland as well as of photographs and autoethnographic research notes taken by the two authors of this article. By empirically highlighting the interplay between flesh and materiality in the ‘making’ of birthing bodies, this article offers novel viewpoints on the discussion of embodied experiences as well as on the entangled relations between flesh and materiality in the field of organisation studies. It also makes an empirical contribution using a unique contextual example of ‘birthing’ to illustrate how vulnerable topics can be researched, offering critical viewpoints on this subject.     

Explicating trust and its relation to dialogue at a time of divided societies

Values, beliefs, opinions and attitudes on issues (such as religion, LGBTQ, immigration, etc.), and the proliferation of social media platforms have made society not only more diverse but also more divided. Competing and conflicting views and attitudes result in more schisms and disengagement. In addition, conflicts and disagreements on various issues also have resulted in a lack of trust and a reluctance of organizations and publics to engage in meaningful communication. As a result, developing trusting relationships by facilitating dialogues is significant. Trust has been an important construct in past research on organization-public relationships. However, the concept of trust has rarely been discussed in-depth in public relations literature. This special section of Public Relations Review, entitled Enhancing Dialogue and Trust in Diverse Societies, examines whether the current definitions of trust and its dimensions in the public relations literature are adequate in an organization-public dialogic communication setting.     

Feminist methods in a “post-truth” political climate: objectives,strategies, and divisions

Abstract

The legitimacy of feminist ways of knowing and the well-being of marginalized identities they attend to are endangered by a “post-truth,” North American political climate. There thus arises an urgent need to examine and vindicate the significance of feminist methods (FM) for women and people of color (WPC). This article contributes to this goal by critically examining the themes that have hitherto organized FM as a category of efforts to reverse WPC’s historical dispossession in the academy. This article identifies three thematic objectives of FM (symbolic, social, and economic empowerment of WPC to reverse their historical dispossession), three thematic strategies of FM to accomplish these objectives in research design (centering WPC in the research agenda, designing more inclusive methods, innovating new theoretical concepts to analyze findings), and two thematic debates that continue to divide FM (styles of intersectionality and identity in the feminist movement as an analytical approach and political effort at large). This article concludes by situating these thematic distinctions in Lamont and Swidler’s broader articulation of methodological tribalism, opening dialogue on the political and analytical advantages of and need for superior methodological pluralism in FM.     

Using video and dialogue to generate pedagogic knowledge: teachers,learners and researchers reflecting together on the pedagogy of social research methods

Developments in pedagogical knowledge in the teaching of social research methods have largely been generated through teachers reflecting on their practice. This paper presents an alternative approach to generating data through reflective dialogue between researchers, teachers and learners. The approach incorporates elements of video stimulated recall and reflective dialogue within focus group interviewing. The rationale and affordances are discussed in relation to the goals of discussing teachers’ pedagogical decision-making and learners’ experience of, and response to, various pedagogical practices. The context is a study of capacity-building short courses in advanced social science research methods, specifically courses on: multi-modal analysis, computer-assisted qualitative data analysis software, multi-level modelling, and systematic review. The paper examines the methodological challenges of capturing the everyday realities of methods classrooms for teachers and learners and the affordances of using dialogue on observed teaching sessions to gain further insight into each other’s thinking and action. It concludes with lessons learned about methodological and pedagogical processes and an argument about the value of bringing methods and standpoints together in creative dialogue.     

Corporate dialogue in crises of China: Examining dialogic strategies and communicative outcomes in a child abuse scandal

Although dialogue has become a key concept in the field of public relations, little research has dealt with corporate dialogic strategies and communicative outcomes in crises of a non-Western context. Applying a mixed-method approach including both quantitative survey research and qualitative content analysis, this study analyzed both corporate dialogic strategies and public reactions in a social-mediated crisis in mainland China. Results demonstrated the corporation utilized both concertative and transformative dialogic strategies as the crisis progressed. After the crisis, concerned publics perceived low trust and moderate distrust towards the organization and reported five different communicative action intentions (i.e., mobilizing, information seeking, threatening, persuasion, and partnering). Trust and distrust exerted different impacts on publics’ post-crisis communicative action intentions and distrust was a stronger driver. Theoretical and practical implications of these findings are discussed.     

Issues of collaboration,representation, meaning and emotions: utilising participant-led visual diaries to capture the everyday lives of people in mid to later life

In recent years there has been an increasing use of visual methods in ageing research. There are, however, limited reflections and critical explorations of the implications of using visual methods in research with people in mid to later life. This paper examines key methodological complexities when researching the daily lives of people as they grow older and the possibilities and limitations of using participant-generated visual diaries. The paper will draw on our experiences of an empirical study, which included a sample of 62 women and men aged 50 years and over with different daily routines. Participant-led photography was drawn upon as a means to create visual diaries, followed by in-depth, photo-elicitation interviews. The paper will critically reflect on the use of visual methods for researching the daily lives of people in mid to later life, as well as suggesting some wider tensions within visual methods that warrant attention. First, we explore the extent to which photography facilitates a ‘collaborative’ research process; second, complexities around capturing the ‘everydayness’ of daily routines are explored; third, the representation and presentation of ‘self’ by participants within their images and interview narratives is examined; and, finally, we highlight particular emotional considerations in visualising daily life.     

Troubled Engagement in Ethnicized Conflict

Feminist cross-community initiatives, which emerged in Northern Ireland and Israel/Palestine in the 1980s, are frequently lauded in the gender and conflict literature as evidence of the ways in which women can work across ethnonational boundaries. In particular, the theory of ‘transversal dialogue’, developed by Nira Yuval-Davis and adopted by other feminist scholars and activists, suggests that participants have developed a mode of dialogue that enables them to acknowledge differences while developing common goals. In ethicized conflict, transversal politics is understood as an alternative to the essentializing of ‘identity politics’ as well as their undemocratic character. The empirical research, however, suggests that identity politics remains relevant for participants, particularly when cross-community dialogue is limited by external political realities and internal community divisions. In my view, understanding the ways in which identity politics contributes to the development of feminist goals related to women's inclusion in peace processes and post-conflict peace-building is not at odds with transversal politics; rather, women use both modes of politics to build feminist networks and tackle women's marginalization in hyper-masculinized and militarized zones of ethnicized conflict.     

Arab school principals in Israel – between conformity and moral courage

ABSTRACT

The Arab-Israeli education system is a separate but not autonomous system serving Israel’s inhabitants whose first language is Arabic. These include the Muslim and Bedouin majority communities and smaller Christian, Druze and others, whose children attend schools in which the curriculum is determined by a Zionist perspective, taught in Arabic. Thus, in the context of a system established according to the Israeli cultural/national narrative, this study brings to light the voice of ten principals who, through open, in-depth interviews – ‘small stories’ – reveal their prospective and management of issues-in-conflict to formulate and present their professional identity according to their own sense of self. It presents the conflicts their position confronts vis-à-vis both the formal education authorities and the unique situation their society and culture pose in executing their educational/administrative and moral responsibilities. The findings reveal situations ranging from active acceptance of the institutional dictates of a conformist nature, through passive acceptance, (‘conformity’) to attempts at promoting autonomous activities within the defined limitations (‘moral courage’).     

An exploratory study on content and style as driving factors facilitating dialogic communication between corporations and publics on social media in China

Global corporations publicize on social networking sites (SNSs) to foster dialogic communication with publics as a form of building relationships. Yet the link between the content and style of the corporation communication from different cultural backgrounds and publics’ responses in the form of likes and retweets is under-researched. This empirical study explored how global corporations from China and Germany employ factors such as useful content topics and culturally-influenced communication styles to cultivate dialogic communication with publics on Sina Weibo, the largest SNS in China. Although both German and Chinese corporations similarly posted a range of content on products/services, corporate appeal and relationship building with no distinct significant differences in their communication styles, publics’ response varied noticeably in that they were more receptive to content on products/services disseminated by German corporations yet had greater responses to content on corporate appeal posted by Chinese corporations. In addition, publics were more inclined to react favorably to messages presented in an individualistic style of communication by German companies and messages in a collectivistic style by Chinese companies. The implications of how to effectively use SNS to engage in dialogue with publics are highlighted.     

Revisiting the concept “dialogue” in public relations

This paper follows a critical approach in exploring the philosophical underpinnings and key features of dialogue in public relations practice and thinking. It argues that dialogue has been uncritically equated to two-way symmetrical communication, which has not done justice to the nature of dialogue, and has effectively stifled concrete development of a dialogic theory in public relations. The paper draws from a range of literature, including mainstream public relations and communication philosophy—in particular the philosophy of Martin Buber. The purpose of this paper is to inform public relations thinking by encouraging debate rather than proposing a new theoretical approach. As such, it sets out to explore the concept of dialogue and its philosophical underpinning, considers its practical application and suggests that it should not be seen as superior to persuasion.