Jesper Falkheimer
Professor
Anthony Giddens and public relations: A third way perspective
Författare
Summary, in English
In the article, the main theories of Anthony Giddens (structuration and late modernity theory) are presented and applied upon public relations. A review shows that there have been few attempts to use these theories in public relations. The analysis states that using Giddens leads to a questioning of the dichotomy between instrumental agency-oriented theories that neglects power structures as well as critical theories that only views public relations as hidden strategic action used by elites to dominate the public sphere. The conclusion is that there are two major arguments for applying Giddens to public relations: (1) the theory of late modernity may enhance our understanding of public relations as an evolving practice in socio-historical and spatial terms; (2) the structuration theory enhances the holistic understanding of how public relations communication, interpreted as a process, may be used both as a reproductive and a transforming social instrument. Giddens theory may in other words be used as a "third way public relations theory". (C) 2007 Elsevier Inc. All rights reserved.
Avdelning/ar
- Institutionen för strategisk kommunikation
Publiceringsår
2007
Språk
Engelska
Sidor
287-293
Publikation/Tidskrift/Serie
Public Relations Review
Volym
33
Issue
3
Länkar
Dokumenttyp
Artikel i tidskrift
Förlag
Elsevier
Ämne
- Social Sciences Interdisciplinary
Nyckelord
- structuration theory
- Anthony Giddens
- social theory
- public relations
- late modernity
- reflexivity
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 0363-8111