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As a formal occupation, public relations grew primarily in the
United States through much of the twentieth century. In recent
years, however, it has spread rapidly throughout the world. Broad
outlines on how public relations practices differ from country to
country have only recently begun to take shape in scholarly writing
about the field. The existing literature on international public
relations tends to focus on how those working for western
organizations --particularly multi-national corporations--can best
practice abroad. Although useful, such writings tend to focus on
adaptation of western approaches, not on development of new ones
designed specifically for varied sociocultural settings around the
world.
The editors have produced this book for a number of reasons. There
has been tremendous growth in the teaching of public relations
around the world--enhancing practice in many countries outside
North America. There has also been rapid growth in the number of
professors who demand theoretical perspectives which might
facilitate a unified comparative analysis across countries and
regions. Only a few U.S. universities--six documented in this
book--now teach courses formerly called "International Public
Relations." However, many professors are going abroad to teach and
do research. This suggests increased interest in and a need for
courses dealing with international public relations. Furthermore,
there is a dearth of literature dealing in depth with international
PR, an important component of international communication.
This appears to be the first book-length comparative analysis of
public relations as practiced in various countries and regions
around the world. Although existing books on international PR focus
largely on ways in which western practitioners, employers, and
clients can operate effectively in other countries, this volume
views public relations in each country or region covered from the
perspective of practitioners in that country. It contains six
chapters designed to provide a theoretical anchor for the 14
country and region analyses. Given the intense interest in public
relations education as a factor in professional enhancement, it
also discusses issues and practices relating to education.
Two commissions within the Public Relations Society of America have
recently defined courses in case-study analysis, research methods,
and behavioral-science theory as central to an acceptable public
relations curriculum. To date, these three "streams" within PR
education have run independently of each other. The authors
produced this volume because they believe that there is a growing
demand for an integrative "applied theory" approach to the study of
public relations cases.
The need for PR professionals to study the social, political, and
economic contexts of public relations carefully had been apparent
for some time as issues management and environment scanning emerged
as focal points of modern public relations. Yet there was no
systematic framework for such study. This volume, however, with its
strong foundation in theory, provides just that framework and is
highly suitable for graduate-level courses in public
relations.
Two commissions within the Public Relations Society of America have
recently defined courses in case-study analysis, research methods,
and behavioral-science theory as central to an acceptable public
relations curriculum. To date, these three "streams" within PR
education have run independently of each other. The authors
produced this volume because they believe that there is a growing
demand for an integrative "applied theory" approach to the study of
public relations cases.
The need for PR professionals to study the social, political, and
economic contexts of public relations carefully had been apparent
for some time as issues management and environment scanning emerged
as focal points of modern public relations. Yet there was no
systematic framework for such study. This volume, however, with its
strong foundation in theory, provides just that framework and is
highly suitable for graduate-level courses in public
relations.
As a formal occupation, public relations grew primarily in the
United States through much of the twentieth century. In recent
years, however, it has spread rapidly throughout the world. Broad
outlines on how public relations practices differ from country to
country have only recently begun to take shape in scholarly writing
about the field. The existing literature on international public
relations tends to focus on how those working for western
organizations --particularly multi-national corporations--can best
practice abroad. Although useful, such writings tend to focus on
adaptation of western approaches, not on development of new ones
designed specifically for varied sociocultural settings around the
world.
The editors have produced this book for a number of reasons. There
has been tremendous growth in the teaching of public relations
around the world--enhancing practice in many countries outside
North America. There has also been rapid growth in the number of
professors who demand theoretical perspectives which might
facilitate a unified comparative analysis across countries and
regions. Only a few U.S. universities--six documented in this
book--now teach courses formerly called "International Public
Relations." However, many professors are going abroad to teach and
do research. This suggests increased interest in and a need for
courses dealing with international public relations. Furthermore,
there is a dearth of literature dealing in depth with international
PR, an important component of international communication.
This appears to be the first book-length comparative analysis of
public relations as practiced in various countries and regions
around the world. Although existing books on international PR focus
largely on ways in which western practitioners, employers, and
clients can operate effectively in other countries, this volume
views public relations in each country or region covered from the
perspective of practitioners in that country. It contains six
chapters designed to provide a theoretical anchor for the 14
country and region analyses. Given the intense interest in public
relations education as a factor in professional enhancement, it
also discusses issues and practices relating to education.
USE THIS FIRST PARAGRAPH ONLY FOR GENERAL CATALOGS... This book
addresses the subject of children and television -- how they view
it, what they think of specific programs, and how these likes and
dislikes affect learning of the content presented. Broad in
coverage, it looks at evaluation, comprehension, and impact in the
drama, information and entertainment domains. In all cases,
demographic and background experiences and knowledge are assessed
for their contribution to learning, attitude/opinion change, and
stability as a function of exposure to particular program content.
Empirical investigations of police dramas, science programs, and
quiz shows are conducted utilizing experimental methods and
involving approximately 1,000 children in a series of studies.
Related to existing research literature, this work confirms the
view of the child/adolescent as an active viewer who is critical,
constructive, and capable of learning from the television medium --
even when the program is clearly broadcast as entertainment rather
than as education or information. This volume is unique in that it
addresses questions of the relation between children and diverse
television content in terms of its impact on social and
informational schemas.
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