Unpacking ‘Spin’, Stereotypes, and Media Myths
This book reviews 100 years of research into the interrelationship between journalism and PR and, based on in-depth interviews with senior editors, journalists, and PR practitioners in several countries, presents new insights into the methods and extent of PR influence, its implications, and the need for transparency and change, making it a must-read for researchers and students in media studies, journalism, public relations, politics, sociology, and cultural studies.
Chapter Four: What 20 Years of Practice and Case Studies Reveal
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While Chapter 3 provides a summary of descriptive and normative theories and models of PR, as well as a brief insight into the specific practices of PR and some widely reported case studies, literature in research monographs, journals, and textbooks gives only a broad brush picture of what PR practitioners actually do. This chapter is designed to put some ‘flesh on the bones’ of the industry and field of practice outlined in Chapter 3. If we are going to critically analyze what PR practitioners do on a regular basis, and the implications of what they do, we need a close-up view of practices, rather than rely solely on what academics or journalists say they do. A view exclusively from the academy or the external position of an independent researcher can miss the nuances, unwritten rules, and conventions that are learned in daily work and fail to fully appreciate the rich texture of these fast-moving, dynamic fields at the applied level.
This chapter summarizes a number of additional case studies of PR practice based on autoethnography, a derivative of ethnography that uses observations undertaken during personal experience subjected to reflective and reflexive analysis. Autoethnography has its methodological limitations including subjectivity, as will be discussed in this chapter, but it also has its benefits—in particular, its capacity to ground research in deep understanding of a field and provide what is termed ‘thick description’.
← 93 | 94 → Clifford Geertz (1973) describes ethnography as...
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