*My blog postings are not in order as I was unwell in week 3, therefore my blog postings are week 2, 4 & 3.
This week’s readings focused on theoretical approaches to public relations. I have generally found theories to be quite boring but always essential to the foundation of understanding the field being studied. So the fact I have chosen PR as my field of study it is essential for me to know what the theories are and how they are used.
‘To think theoretically is to use a set of assumptions about how the world works in order to be able to predict and make conclusions about what happens.’ (Mackey 2004:43) I found this sentence rather important for me to set the context of what a theory is all about.
Mackey mentions that PR theories, which have been, borrowed from adjacent disciplines such as communication, cultural, philosophy, sociology studies and also theories developed within PR itself (Mackey 2004:44).
A theory that was discussed in the chapter was agenda setting. Which is used by PR practitioners to basically set the agenda by getting attention in the news for their clients. Agenda setting indicates, although the news media do not tell you what to think, they do strongly influence what to think about (Mackey 2004:45).
From Gower’s article I have learnt that even though the two-way symmetrical communication is the still a dominant model it has been criticised for not working effectively with various cultures. I think that is important that Gower acknowledges that, ‘we have an opportunity to move forward…embrace diversity in all forms – new ideas, new methodologies, new theoretical approaches …the process of self-reflection will be well worth the effort (Grower 2006:186). This statement really struck me as it made me think of PR in practice as a practitioner and the variety of situations I may come across when working with different cultural groups and what strategy I could best take.
References:
Gower, K. (2006), 'Public Relations Research at the Crossroads.' In Journal of Public Relations Research. 18(2), (pp 177-190).
Johnston, J., & Zawawi, C. (2004), 'Theoretical Perspectives.' In Public Relations Theory and Practice. (pp. 43-71). Sydney: Allen & Unwin.
2 comments:
Michaela
Please check the definition of agenda setting. It is referred to as the way in which the medium selects the news telling the public not what to think but what you, the public, think about (Johnston & Zawawi 2004: pp44-5).
Did you comment on another student's blog for this week's reading?
stev
Ok, I can see you commented on Kellie's blog. Thanks.
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