The re-enchantment of social institutions: Max Weber and public relations |
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Authors: | Arild Wæraas |
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Institution: | Department of Political Science, University of Tromsø, Norway |
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Abstract: | The German sociologist Max Weber is rarely referred to in public relations theory and research. In this article it is argued that his concepts of legitimacy and legitimation are relevant for understanding and analyzing public relations activities. Legitimacy, i.e. having sufficient external support to continue to exist, is seen as the ultimate purpose of public relations, and legitimation is seen as the efforts which are aimed at acquiring organizational legitimacy. The article discusses both theoretical and practical implications of these ideas for the field of public relations. |
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Keywords: | Max Weber Legitimacy Legitimation Public relations Charismatic legitimation |
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