Looking through the Keyhole on the backdoor of International Public Relations (IPR): Critically evaluating the seamy value of framing

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Looking through the Keyhole on the backdoor of International Public Relations (IPR): Critically evaluating the seamy value of framing IPR roams widely in the fields of public communication, framing effect and international branding. By subtly influencing audiences’ perception on interpreting image which framed by mass media, the seasoned wire-puller behind IPR intentionally establishes and maintains mutual comprehension and positive impact between the actors and its publics. This essay aims to critically analyze and evaluate the IPR’s manipulation in the realm of image, framing and branding by looking through the keyhole on the backdoor where the wire-puller scheming behind. Keywords: Image, Framing, Branding, Drafting chamber, Wire-puller, International actors (actors), International public relations (IPR). Framing manipulates audiences’ perception in IPR. “It’s not what you say; it’s how you say it” (Luntz, in press). That is to say mass media focuses on choosing the viewing angle and selecting information to frame the news item instead of showing the whole picture of the activating items. It explains how the true reality of news items faded out in the horizon of publics. One implication is that the actors and mass media, as the senders, fastidiously conceal some images of the original reality that are poisonous to the IPR. By putting this in an imaginary scenario where the IPR activities elaborately constructed in a drafting chamber. Inside the chamber, a wire-puller prints the birth certificates of the framed reality of the activating items. On the outside, the target audiences, as the receivers, have no key to access the chamber to view the demolished images. Audiences unconsciously accept the media-made reality; hence,... ... middle of paper ... ...ay, it’s what people hear. New York: Hyperion. • Ryan Michael 2010, Cultural Studies: A practical introduction, Oxford: Wiley-Blackwell, p.137. References: • Blumenthal Dannielle 2012, posted by brandchannel.com, ‘The True Role of Public Relations In Branding’, Available from: , [12 January 2012]. • Burke Kenneth 1984, Permanence and change: An anatomy of purpose (3rd Ed.). Berkeley: University of California Press. • Corina Radulescu 2009, From Image to reputation – ‘The importance of ethics in public relations activities’, International Conference on Economics & Administration Proceeding, Nov2009, p. 639. • Luntz, F. (in press). Words that work: It’s not what you say, it’s what people hear. New York: Hyperion. • Ryan Michael 2010, Cultural Studies: A practical introduction, Oxford: Wiley-Blackwell, p.137.

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