• 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.

Consumption: Rethinking Publics and Practice
Consumption: Rethinking publics and practice

The moment of production, covered in chapter 6, tells only part of the story. Meanings encoded during production aren't fully realized until the moment of consumption, when consumers renegotiate the meanings generated during production through use of products and ideas in their everyday lives. Although scholars and practitioners often have considered consumption the antithesis of production, increasingly they're viewing the two as interrelated parts of a process. In public relations terms, target audiences, or publics, are no longer simply the end point of a linear transmission chain, the passive recipients of practitioners' labors. Instead, scholars and practitioners are increasingly viewing publics as active meaning makers who often challenge the dominant discourses surrounding an issue or product. ...

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