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Licensed Unlicensed Requires Authentication Published by De Gruyter Mouton 2021

20 Global public relations: Multi-paradigmatic perspectives, key approaches and future directions

From the book Public Relations

  • Suwichit Chaidaroon and Jenny Zhengye Hou


To trace the trajectory of global public relations scholarship, this chapter provides an overview of four emerging approaches to understanding public relations in a global context: the Political Economy perspective, the Circuit of Culture model, the Culture-Centred approach, and the Cultural Flows framework. The central tenets, premises, and practical implications of each approach are illustrated. This outline of global public relations scholarship also highlights the fact that public relations practices involve meaning-making, discourse production, and relationship-building, and thus global public relations should expand its scope to include multi-disciplinary perspectives such as political economy, cultural studies, and postcolonialism. By acknowledging the dialectical interplay between globalisation and public relations, this chapter argues that global public relations is both a product of globalisation and an agent that produces economic, political and socio-cultural flows of globalisation.

© 2021 Walter de Gruyter GmbH, Berlin/Munich/Boston
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