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ERIC Number: ED427348
Record Type: Non-Journal
Publication Date: 1998-Nov-23
Pages: 10
Abstractor: N/A
Reference Count: N/A
The Need for an Enlarged Vision and Additional Perspectives of Public Relations in the 21st Century: A Challenge to Existing Paradigms.
Kruckeberg, Dean
This paper asserts that an enlarged vision and additional perspectives of public relations will be needed in the 21st century: vision and perspectives that will not only complement but challenge existing paradigms. Future communication technological phenomena will require dramatic changes in public relations practitioners' efforts in relationship- and community-building and will dramatically affect all areas of life in ways yet unknown. The journey into cyberspace will begin in the schools. Computerized education will prepare students for their lives of work and the computer can also be used to shape students' personalities to accommodate the workplace. Increasingly important will be public relations practitioners' attempts to foster "ritual" communication, a process through which a shared culture is created, modified, and transformed. While empirical studies using logical positivist methodologies will undoubtedly remain important in public relations research, real value will be added from their knowledge of cultural studies that will help contextualize meaning--to provide understanding. (Contains 11 references.) (CR)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A