- Summary
- Contents
- Subject index
International Public Relations: Negotiating Culture, Identity, and Power offers the first critical-cultural approach to international public relations theory and practice. Authors Patricia A. Curtin and T. Kenn Gaither introduce students to a cultural-economic model and accompanying practice matrix that explain public relations techniques and practices in a variety of regulatory, political, and cultural climates. offers the first critical-cultural approach to international public relations theory and practice. Authors Patricia A. Curtin and T. Kenn Gaither introduce students to a cultural-economic model and accompanying practice matrix that explain public relations techniques and practices in a variety of regulatory, political, and cultural climates.
Chapter 3: Global Public Relations and the Circuit of Culture
Global Public Relations and the Circuit of Culture
The previous chapters have underscored the primacy of culture in any international public relations undertaking. Because of cultural differences, what works in Timbuktu (Mali) may be totally ineffective in Tuscaloosa (United States) and even offensive in Tijuana (Mexico). Used in this sense, we're referring to culture as the characteristics, norms, and practices of a society. Although we believe this sense of culture plays a crucial role in international public relations practice, we also embrace the broader definition that underlies the cultural studies tradition: Cultureis the process by which meaning is produced, circulated, consumed, commodified, and endlessly reproduced and renegotiated in society (Williams, 1961, 1981; Hall, 1980). In this chapter we ...
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