The media sphere changes every day, mainly because of the dependence on technologies that develop extremely fast. And it means the new concepts and theories in PR get renewed nearly on a daily basis. However, the principles remain the same, and some great, basic concepts still can be applied to the modern age. In my opinion, modern theories (starting from 1980s from Grunig and Hunt) mostly give practical advice and sometimes are not that deep, fundamental. The theoretical basement is rooted to both 19th and 20th century concepts. All of them should be learned by the PR practitioners.
That is why my essay is focused on the late XIX - early ХХ century social concepts, so that we can can look at PR from the original social theory point of view. I would like to go through some ideas of such modern social theoreticians as Marx, Durkheim, Weber (till 1920) and apply them to different the different topics, which are relevant nowadays and are connected with the debates about democracy. All of these philosophers chosen have changed the world with their ideas. We will try to understand how these basic concepts can work for PR.
One of the Marx's concepts is entitled False Consciousness. It was actually a phrase of Engels in a letter to Franz Mehring in 1893 (Ken Morrison, Formations of Modern Social Thought: 314). Marx later used it in his Capital.
This idea means that the l...
... middle of paper ...
...d. A factory closure, product recall, environmental damage or even industrial accident, can be handled in such a way as to present the corporate as being fully accountable, open to criticism, understandably fallible, and above all, able to identify a problem and provide a solution.
In summary, stakeholders are more likely to trust a corporate brand if they see those human qualities than if they see a wall of authority.
In conclusion, the great thinkers and commentators of the last 150 years have in any ways anticipated the current new media age, which has democratized the media channels, turning consumers into editors and publishers. Interestingly, large organisations including companies that have been very slow to respond to the challenges of this new landscape have been caught, like rabbits headlights, by the publics, whom they have traditionally controlled.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Social media in various forms from Facebook to Twitter to Instagram and Vine has become instrumental in daily communications. Whether someone is looking for the latest celebrity gossip or breaking news, many individuals are turning to social media for the answers. It is this dependency on social media that led to the importance of it during times of crisis. Whether it is Twitter or Facebook, news outlets, politicians, key community leaders, and organizations are using social media to spread emergency information to cities, states, and even the nation in a short amount of time.... [tags: Communication, Communication theory, Message]
1629 words (4.7 pages)
- Organizations are complex and paradoxical phenomena and there may be challenges in understanding them. A metaphor is used to understand one thing in terms of another. The use of different metaphors that lead to different explanations and theories of organizations helps us to think and see organizations from different perspectives. Each provides a certain view of the organization and can be convincing but it does not provide a clear picture of an organization. Therefore, by exploring the implications of different metaphors it is possible to understand the nature of organization.... [tags: Metaphors, Organizations, Paradox]
955 words (2.7 pages)
- Several criminological theorists contend that social development can lead to an increase in the propensity for criminality. While there are various social and environmental factors that can be attributed to this association, the following provides discussion on the role of social bonds. Understanding the role of social bonds will provide further insight on how they impact the process of developing an increased propensity for criminality. In 1969, Travis Hirschi introduced social bond theory as a means to explain the importance of one’s social bonds in strengthening conformity (Lilly, Cullen, & Ball, 2015).... [tags: Sociology, Social control theory]
713 words (2 pages)
- Methodology Brandt, K. (2004) exposes the existing language system of nonverbal communication that exists among horses and humans through the use of the body as the vehicle of expression. Through an intersubjective and subjective approach of 25 in-depth interviews and observations Brandt explores the process of human horse communication through the use of symbolic interactionism. The ethnographer argues that humans and horses create a shared meaning of a language system by using the body which enables the two to experience a successful partnership and rewarding interactions.... [tags: Sociology, Nonverbal communication, Communication]
1524 words (4.4 pages)
- Community development draws upon social theories to better understand the society around us. Community development is a structured intervention that gives communities greater control over the conditions that affect their lives. Community development works at the level of local groups and organizations rather than with individuals or families. Community development is a skilled process and part of its approach is the underlying belief that communities cannot be helped unless they themselves agree to this process.... [tags: Sociology, Social theory, Social work, Culture]
724 words (2.1 pages)
- Organizational Communication Introduction The growth of the economy drives everyone into a competition. To be able to succeed in the market, the organization can not only looking at the marketing strategies but also the structure of the organization as well. Each organization has a culture which is called the corporate’s culture and corporate’s value to shape or to lead the operation of the organization towards the goal. However, everyone has a different perspective, needs and willingness that shape their working styles to contribute to the organizational goal.... [tags: Management, Organization, Employment, Sociology]
821 words (2.3 pages)
- The internet, a new medium of communication that allows us to communicate over large distances with an impressive outcome, the internet has improved long distance communication with its ever growing means of communicating. In this essay I will elaborate on my understanding on the internet as a new medium of communication, I will also state relevant theories and examples to back up my result. “The paradigm of the new mode of communication and clearly the emerging infrastructure for the hypermedia environment is networked computing, and in particular, the loose conglomeration of worldwide net worked computer known as the internet” (deibert, p.131).... [tags: Internet Communication]
1913 words (5.5 pages)
- Sociology is the study of society and the interactions that occur within society itself. There are numerous methods of analyzing societies and the way the function, nonetheless, most methods fall in micro and macro level theories. Micro level theories allow sociologist to study smaller relationships such as individual or compact groups of people. On the other hand, macro level studies permit for larger scale investigations to take place. With both of these theories there are three theoretical perspectives used in sociology.... [tags: Sociology, Social class, Achieved status]
1262 words (3.6 pages)
- The writers of this article set out to explain the commitment that communication effectiveness study (CES) plays in advertising to the degree that it is considered fittingly as a successful instrument that can be applied in any administration. The adequacy of the communication investigation helps provide the sender and receiver tools and techniques to increase the value of or find weaknesses that are made in the process of communicating. The study focuses on three areas and six different outcome classifications.... [tags: Communication, Graphic communication]
923 words (2.6 pages)
- ORGANISATIONAL THEORY AND ANALYSIS Organization can be a stressful place in which to work, thus stress management is becoming an important issue at work. It can be argued that the responsibility for stress management lies with both the organization and the individuals who are, or could be affected by stress. Explain why organization are stressful place and discuss who should have the responsibility for stress management and why. Organization is social structure. That is to say an organization is a group of people intentionally organized to accomplish an overall, common goal or set or goal.... [tags: Theory Analysis]
1412 words (4 pages)