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The impact of divergent historical and cultural factors on convergence in global communication practice

Sheehan, Mark and Turnbull, Noel 2012, The impact of divergent historical and cultural factors on convergence in global communication practice, in World Public Relations Forum Research Colloquium conference proceedings, World Public Relations Forum, Public Relations Institute of Australia, [Melbourne, Vic.], pp. 128-131.

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Title The impact of divergent historical and cultural factors on convergence in global communication practice
Author(s) Sheehan, Mark
Turnbull, Noel
Conference name World Public Relations Forum (2012 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 18-20 Nov. 2012
Title of proceedings World Public Relations Forum Research Colloquium conference proceedings
Editor(s) Sison, Marianne D.
Sheehan, Mark
Publication date 2012
Conference series World Public Relations Forum
Start page 128
End page 131
Total pages 4
Publisher World Public Relations Forum, Public Relations Institute of Australia
Place of publication [Melbourne, Vic.]
Keyword(s) history
culture
public relations practice
Summary Communication practice is increasingly converging around globally consistent approaches and techniques shaped by both globalisation and globalising communications technologies. However, this paper argues, national and regional practice histories and cultural characteristics have shaped, and continue to shape, practice in individual markets. The paper analyses the extent of that these divergent histories and cultures have shaped the structure and practices of the public relations industry in Australia and other countries. The paper challenges the common assumptions about public relations development and industry practice having developed from a predominantly US-based model progressively disseminated globally. It traces the history of public relations in Australia, counter-pointing its distinctive origins, to the US-origin thesis. It also examines the impact of demography and diverse national culture on industry shape and practice, comparing the Australian industry to that of other industries around the world. It uses mini-case studies of campaigns in specific countries to assess the extent to which they are culturally-bound by historical and cultural differences and the extent to which they are capable of being transferred or adapted to individual markets. For instance, assumptions about globally-consistent brand identities are contradicted by McDonalds’ branding practices in markets such as Canada and Japan. The paper also discusses how emerging market PR industries are being shaped by distinctive and divergent cultures and development paths and may create new structural and practice models as the emerging economies becoming dominant internationally. The authors suggest that history and cultural diversity continue, and will continue to, shape national and regional practices.
ISBN 9780646590776
Language eng
Field of Research 200199 Communication and Media Studies not elsewhere classified
Socio Economic Objective 970120 Expanding Knowledge in Language, Communication and Culture
HERDC Research category E2 Full written paper - non-refereed / Abstract reviewed
Copyright notice ©2012, Public Relations Institute of Australia
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30049843

Document type: Conference Paper
Collections: School of Communication and Creative Arts
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Created: Tue, 11 Dec 2012, 11:29:46 EST by Mark Sheehan

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.