关系视角下的公共关系与建筑草坪

Leticia de Oliveira Giovanelli, Patricia Milano Persigo
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引用次数: 0

摘要

公共关系活动被定义为战略沟通的一个领域,其作用是在组织与其受众之间建立互利的关系。不断的社会转型影响着社会对不同主题的认知,进而也直接影响着组织的定位。在这一场景中,我们将基于传播的关系视角讨论“星形图化”一词及其在公共关系中的异同。本文的特点是基于文献分析的探索性研究。本文的研究对象是公共关系语境下的企业转型;因此,采用了定性方法。我们观察到,数字社交网络的极端使用导致了许多错误信息的出现,因此,最终鼓励了来自不同社会机构的欺骗或模拟行为。因此,在这样的背景下,可以看到astroturf的实践。这种做法出现在20世纪80年代的美国大选期间,当时出现了对有利的公众舆论的争论。该术语与“草根”一词类似,即美国对自发流行表现的了解,而AstroTurf是孟山都公司在20世纪60年代创造的人造草品牌,以其与真正的草的外观相似而闻名(Silva, 2013: 14)。这种现象可以看作是由不存在的受众创造的公开表现,以实现有利于组织目标的情景。在实际应用中,交流过程可以作为一种驱动因素,从而促成人工语境的出现。在这篇文章中,我们通过反思公关专业人员从关系的角度看待公众的重要性来研究沟通过程。这种现象与公共关系领域的联系源于国际机构的做法,这些机构巧妙地利用星形图来实现其客户的目标,而组织道德委员会却没有清楚地意识到这一点。这是导致该领域专业人士质疑什么是道德的一个方面。公共关系作为战略传播的一种表现形式,具有观察情景、动员力量和精心叙述的能力,能够构建组织的形象和声誉。也许对这些战略努力的恰当解读是,认识到公共关系、公共关系的受众和公众舆论之间的联系。在这个场景中,来自中介上下文的大量信息流有时会为astroturfing的实践造成空隙。我们明白,这种现象在市场上,主要是在传播方面,被巩固为一种当代挑战。因此,我们强调公共关系的伦理维度如何渗透到利益平衡与和谐的目的。迫切需要采取行动,不仅是为了美学,也是为了职业道德,有利于加强学科,从而提高已建立的社会关系的质量。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Relações Públicas e Astroturfing na perspectiva relacional
The public relations activity is defined as an area of strategic communication which acts on building mutually beneficial relationships between organizations and their audiences. Constant social transformations have an impact on the social perception of different themes, which in turn also directly affects the positioning of organizations. In this scenario, we discuss the term “astroturfing” and its similarities and/or differences concerning public relations based on a relational perspective of communication. This article is characterized as an exploratory research based on a bibliographic analysis. The object of study is astroturfing in the context of public relations; therefore, a qualitative approach has been used. We observed that the extreme usage of digital social networks has contributed to numerous scenarios of misinformation which, therefore, end up encouraging deceptive or simulated practices arising from different social institutions. Thus, it is in such a context that the practice of astroturfing can be seen. This practice emerged in the 1980s in the United States during an election campaign in which there were disputes for a favourable public opinion. The term is an analogy to the word “grassroots, that is, how spontaneous popular manifestations are known in the US, and AstroTurf is a brand of artificial grass created by Monsanto in the 1960s, which is famous for its similarity to the appearance of real grass” (Silva, 2013: 14). The phenomenon can be seen as the creation of public manifestations by an audience that does not exist in order to achieve a favourable scenario for organizational objectives. In a practical way, communication processes can act as astroturfing drivers, thus contributing to the emergence of artificial contexts. In this article, we investigate the communication process by reflecting on the importance of the PR professional who looks at the public from a relational perspective. The connection of such a phenomenon with the field of public relations derives from the practices of international agencies that have subtly used astroturfing to achieve the goals of their clients in such a way that organizational ethics committees do not clearly perceive it. This is one of the aspects that leads professionals in the area to question what would or would not be ethical. Public relations, as an expression of strategic communication, has the ability to observe scenarios, mobilize forces and elaborate narratives that enable the construction of an organizational image and reputation. Perhaps an adequate translation of these strategic efforts is to recognize the connections among public relations, its audiences and the public opinion. In this scenario, there are ample information flows from the mediatized context that sometimes can create gaps for the practice of astroturfing. We understand that the phenomenon is consolidated as a contemporary challenge in the market, mainly in communication. Therefore, we highlight on how the ethical dimensions of public relations permeate the purpose of balance and harmony of interests. It is urgent to act, not only for the aesthetics but also for the ethics of the profession, in favour of the strengthening of the subjects and, consequently, the quality of the established social relations.
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