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Public relations and ontology: rhetorical approaches in post-modern times

Mackey, Steve 2004, Public relations and ontology: rhetorical approaches in post-modern times, in Making a difference, Australian and New Zealand Communication Association, Sydney, N.S.W., pp. 1-8.

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Title Public relations and ontology: rhetorical approaches in post-modern times
Author(s) Mackey, Steve
Conference name Australian and New Zealand Communication Association, Conference (2004 : Sydney, N.S.W.)
Conference location Sancta Sophia College, Sydney
Conference dates July 7 - 9 2004
Title of proceedings Making a difference
Editor(s) Dunn, Anne
Publication date 2004
Start page 1
End page 8
Publisher Australian and New Zealand Communication Association
Place of publication Sydney, N.S.W.
Summary Rhetorical theory's contemporary involvement with semiotics is overlooked in much current public relations scholarship. This paper aims to 'make a difference' in this respect. There is a need for this change of perspective in view of a call for a new direction in public relations theory. This call came in the final Public Relations Division session at the July, 2003 International Communication Association Convention in San Diego. That panel discussion was titled: 'What Should be the Focus of Public Relations?' The session concluded that a turn towards 'rhetorical theory' was needed. This paper argues that such a turn would pose interesting theoretical and political challenges for a field which has not fully caught up with post-modern ideas. It points out how involvement with the contemporary 'rhetorical turn' paradigm and this paradigm's link to semiotics, would take public relations studies into interesting conceptual and political regions.
Language eng
Field of Research 150502 Marketing Communications
200405 Language in Culture and Society (Sociolinguistics)
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005493

Document type: Conference Paper
Collection: School of Communication and Creative Arts
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