The public relations practitioner as cultural intermediary.
Author: Cornelis A. Coetzee
Table of Contents
1. Introduction 2
2. Literature review 3
3. Theoretical approach 3
3.1 Theoretical perspective 3
3.2 Research approach 4
3.2.1 Interpretive approach 5
3.2.1.1 Hermeneutics as a metatheory 6
4. Postmodernism, globalization and culture in communication: a brief discussion 6
4.1 Postmodern communication 6
4.2 Globalization and communication 7
4.3 Multi-cultural communication 8
4.3.1 Culture and cultural identities 8
5. Conclusion 11
6. Recommendation 12
Bibliography 12
List of figures
Figure 1: Lull’s superculture 11
List of tables
Table 1: Functionalism, Conflict and Symbolic Interactionism Theories 3
Table 2: Hall’s high and low context culture 9
1. Introduction
Sir William L. Bragg said, “The important thing in science is not so much to obtain new facts as to discover new ways of thinking about them.” (http://www.quotelady.com/subjects/science.html). Although this quotation is open to much discussion, it seems appropriate when debating the topic of non-Western public relations practice in which the practitioner is acting as a cultural intermediary. This implicates that public relations as a science, and in practice, needs to re-examine its approach towards the publics (organizational and social) in which it ...