| Popis: |
Utilizing recent moves in contemporary rhetorical criticism, this article offers perspectives on understanding an often neglected issue in public relations inquiry—the conceptualization and definition of a “public.” Within the critical position of cultural studies, the articulation model of interpretation offers unique insights into notions of “meaning” and “audience,” which, in turn, inform the public relations concept of public . In addition, employing ethnography as research method facilitates the cultural studies perspective that privileges meaning in the receiver. This article discusses the possibilities of utilizing theories of contemporary rhetorical criticism and the ethnographic method to lend more understanding to the concept of public; a hypothetical case study that demonstrates how critical theories can introduce unique insights into defining publics is also presented. My purpose here is twofold: to recognize and privilege the publics' participation in the public relations process and, following Olasky (1989) and Pearson (1989), in turn, call attention to the institutional paradigm that directs public relations research and grant the publics' role in the communication dialogue that is, inherently, part of the process of public relations. This “problematizing” of unquestioned, absolute allegiance to the organization supports recognition of the publics we communicate to, in turn, encouraging ethical responsibility to the persons we communicate to and to the environment we all inhabit. |
