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| Untersuchte Arbeit: Seite: 303, Zeilen: 1-17, 20-23 |
Quelle: Holmström 1996 Seite(n): 1, 2, 3, Zeilen: 1:13-15; 2: 2-8; 3:6-16 |
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| In Indonesia, public relations is currently developing from a pre-theoretical activity into a scientifically-based profession. Admittedly, it has been almost sixty years since the first book on public relations was published (Edward L.Bernays: Public Relations, 1952), and there have been many since, often containing theories on how public relations should be practiced. But these theories contain mainly normative assumptions based on isolated knowledge of practice and know-how, and lack the reflection of epistemological theory. Such theories are not sufficient to give a profession a scientific basis. However, if fundamental scientific research were placed into public relations in the theoretical framework of business economics, the PR phenomenon might be seen mainly in relation to an overall economic goal, and the context would be weakened. If public relations research was based solely on communications science, it would not provide a scientific environment where it would be possible to examine the actual social function of the phenomenon. The truth is, public relations as a professional practice arose in pluralistic, democratic societies and should be examined in connection with developments in structures and processes in society. It is therefore necessary to apply theories of sociology to describe, analyze, interpret and discuss the phenomenon and to place its manifoldness in a meaningful whole. [...] The researcher inquires [sic] the need for more scientific research into public relations that apply theoretical frameworks such as Jürgen Habermas’ theories on Bourgeois society and communicative action and Niklas Luhmann’s development of systems theory including the Autopoiesis thesis. | [p. 1]
TO THAT END, JÜRGEN HABERMAS' THEORIES ON BOURGEOIS SOCIETY AND COMMUNICATIVE ACTION HAVE BEEN CHOSEN, AS HAS NIKLAS LUHMANN'S DEVELOPMENT OF SYSTEMS THEORY INCLUDING THE AUTOPOIESIS THESIS. [p. 2] Public relations1 is currently developing from a pre-theoretical activity into a scientifically based profession. Admittedly, it is more than forty years since the first book on public relations was published2, and there have been many since, often containing theories on how public relations should be practised. But these contain mainly normative assumptions based on isolated knowledge of practice and know-how, and lack the reflection of epistemological theory. Such theories are not sufficient to give a profession a scientific basis. [p. 3] If we placed fundamental scientific research into public relations in the theoretical framework of business economics there would be a risk of the phenomenon being seen mainly in relation to an overall economic goal, and the context would be weakened3. If public relations research was based solely on communications science, it would not provide a scientific environment where it would be possible to examine the actual social function of the phenomenon. Public relations as a professional practice arose in pluralistic, democratic societies in the course of the present century and should be examined in connection with developments in structures and processes in society. It is therefore necessary to apply theories of sociology to describe, analyse, interpret and discuss the phenomenon and to place its manifoldness in a meaningful whole. 1 I use the term "public relations" initially, [...] 2 Edward L. Bernays: Public Relations, 1952. [...] 3 At business schools, [...] |
The source is not given. |
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