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

Sheehan, Mark and Turnbull, Noel 2013, The impact of divergent historical and cultural factors on convergence in global communication practice, Asia Pacific public relations journal, vol. 14, no. 1&2, pp. 33-49.

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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
Journal name Asia Pacific public relations journal
Volume number 14
Issue number 1&2
Start page 33
End page 49
Total pages 17
Publisher SCCA, Deakin University
Place of publication Waurn Ponds, Vic.
Publication date 2013
ISSN 1440-4389
1839-8227
Keyword(s) history
cultural factors
language
politics
crisis management
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, counterpointing 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 McDonald’s’ 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.
Language eng
Field of Research 210303 Australian History (excl Aboriginal and Torres Strait Islander History)
Socio Economic Objective 950299 Communication not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2013, Deakin University, School of Communication and Creative Arts
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30060403

Document type: Journal Article
Collections: School of Communication and Creative Arts
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Created: Wed, 12 Feb 2014, 17:57:23 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.