Towards a postmodern research agenda for public relations

The theory and practice of public relations are largely based on a modernist understanding of organization that privileges management perspectives and a strategic focus in the field. This article explores the possibility of postmodernism as an alternative theoretical approach to public relations. Postmodernism rejects the manager as a rational being who has the ability to determine organizational outcomes through strategies. Modernist public relations is examined as a hegemonic practice that interpellates practitioners into the system to legitimize the perspectives and actions of corporate managers as objective knowledge, particularly through discursive practices in organizational media. Public relations’ media relations role is critiqued for its creation of a hyperreality and the resulting crisis of representation. The paper concludes with suggestions for a postmodern research agenda based on reflexivity.     

Anti‐globalization movements and the European agenda

This article examines the relationship between the Europeanization process and the anti‐globalization agenda in Europe. Relying on the results of fieldwork research conducted since 2001 on the anti‐globalization demonstrations surrounding the European summits, it argues that these transnational protest movements are of a dual and, in part, contradictory nature. On the one hand, they have an agenda‐setting character, contributing to the formation of European public opinion. On the other hand, their influence in terms of agenda setting of European policy is constrained by their discourse style which bypasses or circumvents official discourse about European integration.     

Closeted cosmopolitans: Israeli gays between centre and periphery

Abstract In this article I present observations of gay life conducted in Tel Aviv in 1993 and 1998. Despite the invisibility of gay venues and the absence of gay political action, the men studied in 1993 (mostly professionals and artists) nevertheless did not express resentment or a wish to move to the Western havens of gay life with which they had been acquainted as frequent travellers. However, the gay scene in Tel Aviv seemed very different a few years later. A number of leading gay men made a successful claim for public recognition and a growing constituency of gay men and women came out to demonstrate for minority rights and a share of public space. Rather than relating the growth of gay empowerment solely to the idea of globalization or ‘postmodernism’, in this article I seek to consider the social context in which these worldwide influences take place. The introduction of two stages of observation displays the dynamic nature of social phenomena that ethnographers might often confront in their present‐day research projects.     

Building communities: The postmodern CSR practitioner as a dialectical activist-agent in India

This study examined the conceptualization of the postmodern public relations practitioner as an organizational activist who contributes to democratic processes in the context of community relations and corporate social responsibility (CSR) in India. Elite, in-depth conversations with 19 senior executives at 16 companies in India well known for their CSR initiatives revealed that practitioners appeared to be both organizational activists and agents. As organizational activists, they acknowledged the existence of diverse voices in local communities, interjected these voices into management discourse, situated decision-making in local contexts, identified tensors in the relationship between the corporation and its publics, and negotiated new meanings through dissensus. Paradoxically, as organizational agents, they used these participatory, open processes of dialogic communication to shape public opinion in favour of the organization, feeding modern organizations’ proclivity for consensus. While the findings of the study support the postmodern conceptualization of the public relations practitioner as an organizational activist in the context of CSR and community relations, the agent aspect of the activist-agent dialectic problematizes and complicates this conceptualization thus enhancing understandings of the postmodern practitioner who enacts CSR within a modernist framework and navigates the intricacies of the activist-agent dialectic in their daily performance of building community relations and enabling democratic processes.     

The future of PR is ‘fantastic’, ‘friendly’ and ‘funny’: Occupational stereotypes and symbolic capital in entry-level job advertisements

Over the past decade, there has been a move towards examining public relations as a socio-cultural practice, acknowledging practitioners as influential communicators who produce and symbolise cultural values through public relations messages. Ideally, a diverse group of professionals would aide in representing a diverse society, but to date, the profession remains female dominated. In this article, it is proposed that practitioners’ own discourse do not only establish what is most valued in the occupation and which habitus suits the practice best, but that the discourse also opens and closes occupational entry for new practitioners thereby contributing to a lack of diversity.This article presents the findings of an indicative thematic content analysis of one of the most common, yet under-research sites of discourse, namely entry-level job advertisements in New Zealand and Australia. Using an interdisciplinary approach, the analysis found that the advertisements placed little to no emphasis on the nature of the work, instead focusing on elements of ‘fit’ whereby new entrants were expected to be charismatic, friendly, and willing to work in an environment that is ‘fun’ and ‘flexible’. In doing so, public relations practitioners tacitly created invisible barriers, a self-limiting occupational culture and furthered existing stereotypes of the ‘perfect’ practitioner.     

Classical theory,postmodernism, and the sociology liberal arts curriculum

This article presents classical theory as a modernist endeavor to apprehend the phenomenon of “unity of disunity.” It presents the three ways that classical theory comes to grips with the problem of wholes and parts: the holism of Durkheim, the dialectical materialism of Marx, and the pluralism of Weber. It argues that postmodernism liquidates, rather than solves, the unity of disunity problem by treating “wholes” as mere appearances. The article contends that postmodernism needs to be taken more seriously than it has been by sociologists but that, ultimately, the challenge presented by postmodernism validates the relevancy of classical theory. The article concludes that the postmodernist influence has diminished sociology’s relevance to real-world problems and, as a result, made the discipline less relevant for undergraduates. It calls for a revitalized sociology of sociology with the capacity to think through the trap formed by neoconservatism on the one side and the micro politics of postmodernism on the other.     

A play for rurality – Modernization versus local autonomy

It is common to understand the governing of rural space as the outcome of a conflict between some romantic protectors of a lost past on the one hand, and the people who worry about creating economic values on the other. However, the power to shape the rural should not only be searched for in the open struggle between protectors and developers, but also should be analysed at the level of discourse, in the play between discourses about how to deal with the rural. In this paper I therefore present a modernist discourse and demonstrate how taken-for-granted truths about the rural – its history, its present and its future – are made possible by this discourse. Secondly, I will reveal how rurality takes on a different meaning in an alternative to the modernist discourse, emphasizing local and regional autonomy. In demonstrating that rurality is contingent upon a play between these two discourses, I want to provide some new insights into an important force behind the persistence of ideas about rurality in Norway.     

Introduction to this special section: The impact of globalization on public relations

Globalization has thrust public relations into the limelight providing new opportunities while posing immense challenges as well. Whereas globalization has impacted the public relations industry in many ways, public relations also has contributed to the spread of globalization. Using the global diffusion of the top 10 public relations agencies, this article argues that public relations is often erroneously perceived as only involving corporate activities. The body of knowledge is almost completely silent on the use of public relations for altruistic and information campaigns. This special issue presents some of the papers presented at the 14th International Public Relations Symposium (also popularly known as Bledcom 2007) whose theme was “The Impact of Globalization on Public Relations”.     

Genre colonization as a strategy: A framework for research and practice

Discourse colonization has become a central public relations strategy in major national and international communication campaigns. The practical, theoretical and ethical implications of this strategy have, however, yet to be worked through in the public relations literature.In this article we outline a method for analyzing one form of discourse colonization, which we term ‘genre colonization’. We then apply this new method to a specific case in order to illustrate both the method in practice and the mechanisms used to effect genre colonization within discourse. In the process, a framework for undertaking genre colonization emerges. Some aspects of the ethics of employing this strategy are raised but further research is required to support a full discussion.     

Public relations practice in the Arab World: A critical assessment

This article discusses the practice of public relations in the Arab World. It looks at the major problems it encounters such as misconceptions, confusion in tasks and prerogatives, lack of professional manpower, and the absence of a culture of democracy, transparency and public opinion. Public relations is still looked at as a tool for the organization to foster its image through public information, publicity and propaganda. Planning and research are badly missing mainly in public sector organizations. In spite of these drawbacks, public relations is the profession of the future in the Arab World. It is growing and expanding rapidly in all sectors of life. Arab countries need public relations to meet the challenges of democracy, public opinion, civil society and globalization.     

Interpreting definitions of public relations: Self assessment and a symbolic interactionism-based alternative

This article reviews several popular definitions of public relations and explicates the shared elements and assumptions inherent in these definitions. Further, the article presents an alternative conceptualization of public relations based upon Herbert Blumer's symbolic interactionism.The purpose of this essay is to stimulate questioning and self assessment as well as to introduce alternative goals, ideals, and directions for the field of public relations.     

Review of J. Hoberman and Jeffrey Shandler's Entertaining America: Jews,Movies, and Broadcasting

The impact of increasing religious diversity in U.S. society has taken on added significance in recent years. This study, the first broad-based examination of religion and public relations, explores the nature of religion in the United States, its role in local community relations, and its public relations dimensions. Phone and e-mail interviews, textual analysis of institutional media, and field observations were used to obtain data on religious diversity, place-of-worship activities, and public relations practices. The nature of the communication between select religious institutions and their publics, through different media channels, is also explored. Two case studies that are representative and illustrative are included. From a communication perspective, it is suggested that a key to fostering interreligious dialogue and civil discourse on religion may lie in expanding traditional definitions of diversity to include religion and moving beyond expertise and contractual models of public relations toward a model that is covenantal in nature.     

Media,Politics and Climate Change: Towards a New Research Agenda

Climate change is one of the most pressing issues of our time, and the media have been demonstrated to play a key role in shaping public perceptions and policy agendas. Journalists are faced with multiple challenges in covering this complex field. This article provides an overview of existing research on the media framing of climate change, highlighting major research themes and assessing future potential research developments. It argues that analysis of the reporting of climate science must be placed in the wider context of the growing concentration and globalization of news media ownership, and an increasingly ‘promotional culture’, highlighted by the rapid rise of the public relations industry in recent years and claims‐makers who employ increasingly sophisticated media strategies. Future research will need to examine in‐depth the targeting of media by a range of actors, as well as unravel complex information flows across countries as media increasingly converge.     

Actional Legitimation: No Crisis Necessary

This article articulates the fundamental nature of "legitimacy" to public relations research and sets forth actional legitimation as a productive new area for public relations studies. After tracing the development of the idea of "corporate legitimacy," this research distinguishes between institutional and actional legitimacy. Although institutional legitimacy has formed a basis for studies of crisis communication, image, values advocacy, and issue management, actional legitimacy studies allow for the study of more day-to-day public relations activities in which publics have a more immediate impact on corporate policy. The article concludes that actively studying strategies of legitimation for specific corporate policies would produce useful scholarship that builds on extant legitimacy literature.     

Postmodernism for modernist public relations: the cash value and application of critical research in public relations

This essay argues that postmodern theorists, while adding philosophical criticism of public relations practice, also must have a “cash value” for modern public relations professionals to use their ideas. The essay argues for a fuller domain definition of public relations than used by postmodernists. It defines modernism and postmodernism, using Mumby’s four categories. It suggests examples and criteria for how postmodernist thought could be added to practitioners’ theoretical checklists.     

Public Relations Research at the Crossroads

This article briefly sets out where we are in terms of research and then discusses where I think we should go in the future. The emphasis in this article is on what I see as the dominant theoretical paradigm in the field—2-way symmetrical communication. Although relationship building is also a prominent feature of the literature (L. A. Grunig, Toth, & Hon, 2000), it is 2-way symmetry that dominates. Today's public relations practice is fluid and complex. Thus, we need to bring into our literature new theories from other disciplines to enhance our conceptual understanding of the field and explore more fully the implications of postmodern theories for the practice of public relations. The management literature has embraced postmodernism, leading to an evolution in thinking about strategy with which we have failed to keep up (McKie, 2001; Moss, Warnaby, & Newman, 2000). If we are to be a management function, we need to bring that literature into ours and update what we do and how we do it.     

Online political public relations as a place-based relational practice: A cultural discourse perspective

This study introduces the theoretical and methodological approach of Carbaugh’s (2007) cultural discourse analysis (CuDA) to advance the research agenda on political public relations. I discuss how CuDA, as an extension of the ethnography of communication (EoC), provides clues to unexpected success in an election campaigning. Using the 2016 Hong Kong lawmakers’ election as an empirical example, the most discussed Facebook posts of an election candidate, and 6800 online comments from the public are studied. I identify the socio-cultural meanings that are used and can be used to engage public-to-public election canvassing. This study shows that the prominent discursive hubs of dwelling and relation organize networked publics to canvass. Responding to the socio-cultural turn of the literature, this study grounds the theorization of political public relations in practice. The evaluation of different approaches to discourse also moves the field forward methodologically.     

Tracking public relations history in 1960s’ Turkey: The prevalence and reflections of development discourse

This study is based on a historical research, which focuses on the institutionalization of public relations in Turkey during the 1960s, and interprets this process in the frame of planned development discourse. Primary written sources collected from archive research and oral narratives generated from fourteen semi-structured interviews conducted with the pioneers in Turkey are analyzed through categorization and thematization. Findings of the historical research indicated that similar themes and orientations guided public relations practices in public and private sector in this period. Accordingly public relations education provided necessary intellectual background and human resources.     

Managerial discourse and the restructuring of a district authority

This paper arises out of continuing debates on the class position of managers and professionals in the context of public sector restructuring. Recently, attention has been focused on the self-sustaining and autonomous character of ‘professionalism’ in organisational dynamics. Such an approach underplays the cultural significance of managerial discourse as this is active in the reconstitution of professional work. In a case study of a district authority it is possible to highlight the complex nature of managerial discourse in its relations to both central and local government. This relation is above all mediated by shifting conceptions of public service on the part of managers and those in non-managerial positions. The paper concludes that due to the structural constraints under which local authorities operate directly managerial discourse is becoming increasingly significant in the reconstitution of professional and semi-professional identities.     

Traversing the swampy terrain of postmodern communities: Towards theoretical revisionings of community development

This paper engages with recent theoretical explorations of 'community' and situates community development within a futures framework which emphasizes creative possibilities for traversing the often contested, paradoxical terrain of postmodernism. Such an engagement is posited as important given that practice traditions such as community development have continued to rely predominantly on modernist reference points, which are increasingly showing signs of inadequacy in relation to contemporary issues and contexts. Some recent arguments have suggested that the material base of 'community' (and therefore of 'community practice') is under attack from both political and ideological processes such as globalization and postmodernism. Paradoxically, in social theory more generally, there is a simultaneous renewed interest in notions of 'community', and potentials for the development of new local sites of resistance in relation to these very same processes. Primarily a theoretical contribution to the creation of possibilities for re-visioning community development under conditions of globalization and postmodernity, this paper presents and explores three signposts which signal a range of challenges for the futures of community development: interpreting 'community' as a VERB--not a NOUN--and thereby bringing meaning, context and relationality to the centre; integrating the personal, the local and the global and thereby placing community development in a wholistic framework; and, accepting different ways of knowing, doing and being in community development, and thereby opening spaces for difference and mystery in praxis.