Four gaps in public relations scholarship and practice: The need for new approaches

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dc.contributor.author Macnamara, J
dc.contributor.editor McCallum, KE
dc.date.accessioned 2012-02-02T11:12:10Z
dc.date.issued 2010-01
dc.identifier.citation Media Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference, 2010, pp. 1 - 18
dc.identifier.isbn 978-1-74088-319-1
dc.identifier.other E1 en_US
dc.identifier.uri http://hdl.handle.net/10453/16721
dc.description.abstract Contemporary scholarship recognises the importance of diversity and open ongoing construction and reconstruction of knowledge to remain current and relevant. However, content analysis of fourteen contemporary public relations prescribed texts and reference books supports claims of a Western, and particularly a North American, dominant paradigm and identifies four problematic gaps in contemporary public relations scholarship. This article argues that these require significant shifts in epistemology as they are limiting the efficacy of practice in the Second Media Age of interactive social media and social networks, the social relevance of the practice, the education of future generations of practitioners, and potentially stifling theory-building. Addressing these four gaps will offer increased potential for public relations to expand its remit, influence, and reputation within organisations and societyalbeit in a reconfigured form responsive to the social, cultural and political environments in which it operates.
dc.publisher Australian and New Zealand Communication Association (ANZCA)
dc.subject Public relations, PR theory, dominant paradigm, American paradigm
dc.subject Public relations, PR theory, dominant paradigm, American paradigm
dc.title Four gaps in public relations scholarship and practice: The need for new approaches
dc.type Conference Proceeding
dc.description.version Published
dc.parent Media Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference
dc.journal.number en_US
dc.publocation Canberra en_US
dc.publocation Canberra
dc.identifier.startpage 1 en_US
dc.identifier.endpage 18 en_US
dc.cauo.name FASS.Faculty of Arts and Social Sciences en_US
dc.conference Verified OK en_US
dc.conference Australian New Zealand Communications Association Annual Conference
dc.for 2001 Communication and Media Studies
dc.personcode 996876 en_US
dc.percentage 100 en_US
dc.classification.name Communication and Media Studies en_US
dc.classification.type FOR-08 en_US
dc.edition en_US
dc.custom Australian New Zealand Communications Association Annual Conference en_US
dc.date.activity 20100707 en_US
dc.date.activity 2010-07-07
dc.location.activity Canberra, ACT, Australia en_US
dc.location.activity Canberra, ACT, Australia
dc.description.keywords Public relations, PR theory, dominant paradigm, American paradigm en_US
dc.description.keywords Science & Technology
dc.description.keywords Social Sciences
dc.description.keywords Life Sciences & Biomedicine
dc.description.keywords Public, Environmental & Occupational Health
dc.description.keywords Social Work
dc.description.keywords PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH, SSCI
dc.description.keywords SOCIAL WORK
dc.description.keywords Advertising
dc.description.keywords China
dc.description.keywords STD prevention
dc.description.keywords condoms
dc.description.keywords Public relations, PR theory, dominant paradigm, American paradigm
dc.staffid en_US
dc.staffid 996876 en_US
pubs.embargo.period Not known
pubs.organisational-group /University of Technology Sydney
pubs.organisational-group /University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group /University of Technology Sydney/Strength - Creative Practices and the Cultural Economy


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