Dealing with disappointment: How can a ‘coexisting imperatives’ view help us understand the unfulfilled dialogical promise of digital media

IF 2.7 Q1 COMMUNICATION

Public Relations Inquiry Pub Date : 2021-09-22 DOI:10.1177/2046147X211045630

Andrés Shoai

引用次数: 1

Abstract

The association between the concept of dialogue and the expansion of digital media in public relations started as a theoretical ‘promise’ and was later followed by a feeling of disappointment. This article argues that the dialogic promise of new media was in great measure a consequence of a well-established belief according to which the field was rapidly moving from a ‘functional’ to a ‘cocreational’ approach, whereas in fact both cocreational and functional imperatives persist and coexist in complex manners that need to be disentangled. This idea is explored through a critical analysis of highly cited literature about dialogue and digital technology in public relations. Implications for future theory-building, research and practice are discussed.

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处理失望:“共存的必要性”的观点如何帮助我们理解数字媒体未实现的对话承诺

对话概念与数字媒体在公共关系中的扩张之间的联系最初是一种理论上的“承诺”，后来又产生了失望感。这篇文章认为，新媒体的对话承诺在很大程度上是一种公认的信念的结果，根据这种信念，该领域正在迅速从“功能性”转向“共同创造”的方法，而事实上，共同创造和功能性的必要性都以需要解开的复杂方式持续存在。这一观点是通过对被高度引用的关于公共关系中的对话和数字技术的文献进行批判性分析来探索的。讨论了对未来理论建设、研究和实践的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Public Relations Inquiry COMMUNICATION-

CiteScore

4.10

自引率

11.10%

发文量

期刊介绍： Public Relations Inquiry is an international, peer-reviewed journal for conceptual, reflexive and critical discussion on public relations, supporting debates on new ways of thinking about public relations in social, cultural and political contexts, in order to improve understanding of its work and effects beyond the purely organisational realm. We interpret public relations in a broad sense, recognising the influence of public relations practices on the many forms of contemporary strategic, promotional communication initiated by organisations, institutions and individuals. The practice of public relations arises at points of societal and organisational change and transformation, affecting many aspects of political, economic, social and cultural life. Reflecting this, we aim to mobilize research that speaks to a scholars in diverse fields and welcome submissions from any area that speak to the purpose of the journal, including (but not only) public relations, organizational communication, media and journalism studies, cultural studies, anthropology, political communication, sociology, organizational studies, development communication, migration studies, visual communication, management and marketing, digital media and data studies. We actively seek contributions that can extend the range of perspectives used to understand public relations, its role in societal change and continuity, and its impact on cultural and political life. We particularly welcome multi-disciplinary debate about the communication practices that shape major human concerns, including: globalisation, politics, and public relations in international communication migration, refugees, displaced populations terrorism, public diplomacy public and corporate governance diversity and cultural impacts of PR the natural and built environments Communication, space and place The development and practices of major industries such as health, food, sport, tourism, technology.