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

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dc.contributor.author Macnamara, Jim en_US
dc.contributor.editor McCallum, K (ed.) en_US
dc.date.accessioned 2012-02-02T11:12:10Z
dc.date.available 2012-02-02T11:12:10Z
dc.date.issued 2010 en_US
dc.identifier 2009008283 en_US
dc.identifier.citation Macnamara Jim 2010, 'Four gaps in public relations scholarship and practice: The need for new approaches', , Australian and New Zealand Communication Association (ANZCA), Canberra, , pp. 1-18. en_US
dc.identifier.issn 978-1-74088-319-1 en_US
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 society?albeit in a reconfigured form responsive to the social, cultural and political environments in which it operates. en_US
dc.language en_US
dc.publisher Australian and New Zealand Communication Association (ANZCA) en_US
dc.relation.isbasedon http://www.canberra.edu.au/anzca2010/attachments/pdf/Four-gaps-in-public-relations-teaching-and-practice.pdf en_US
dc.title Four gaps in public relations scholarship and practice: The need for new approaches en_US
dc.parent Media Democracy and Change: Refereed Proceedings of the Australian and New Zealand Communications Association Annual Conference en_US
dc.journal.volume en_US
dc.journal.number en_US
dc.publocation Canberra en_US
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.for 200100 en_US
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.location.activity Canberra, ACT, Australia en_US
dc.description.keywords Public relations, PR theory, dominant paradigm, American paradigm en_US
dc.staffid en_US
dc.staffid 996876 en_US


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