• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Globalisation
Globalisation

Originated from the rapid increase in international trade in the mid-20th century, and globalisation has now become a buzzword in a plethora of contexts, with supporters and critics in equal numbers. Essentially the term has come to refer to a shrinkage, but also an expansion, of the world as economic, communications and social networks become more interconnected and instantaneous.

Critics suggest that the phenomenon is little more than imperialism, based on a Western (primarily American) model of business and culture that undermines less powerful nations and forces a global uniform identity of image and behaviour, increasing the gap between rich and poor.

Others argue that this interconnectivity can be a force for good, challenging the power of individual nation states and establishing more influence for international ...

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