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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.
Focusing on Disney's production of Shanghai Disneyland, this book
examines how the Chinese state and the local market influence
Disney's ownership and production of the identities and the
representations of Shanghai Disneyland. Qualitative methods are
here applied to combine both primary and secondary data, including
document analysis, participant observation, and in-depth
interviews. Shanghai Disneyland is purposely created to be
different from the other Disneylands, under the "authentically
Disney and distinctly Chinese" mandate. In order to survive and
thrive in China, Disney carefully constructs Shanghai Disneyland as
Disneyland with Chinese characteristics. Previous studies tend to
link Disney with cultural imperialism; however, this book argues
that it is not imperialism but glocalization that promotes a global
company's interests in China. In particular, the findings suggest
state-capital-led glocalization: glocalization led by economic
capital of the state (direct investment) and economic capital with
the state (market potential). Furthermore, the four categories of
glocalization with different conditions, considerations, and
consequences illustrate various global-local dynamics in the
process of a global formation of locality. The Glocalization of
Shanghai Disneyland will appeal to students and scholars of
sociology, communication studies, business studies, and Asian
studies more broadly.
Focusing on Disney's production of Shanghai Disneyland, this book
examines how the Chinese state and the local market influence
Disney's ownership and production of the identities and the
representations of Shanghai Disneyland. Qualitative methods are
here applied to combine both primary and secondary data, including
document analysis, participant observation, and in-depth
interviews. Shanghai Disneyland is purposely created to be
different from the other Disneylands, under the "authentically
Disney and distinctly Chinese" mandate. In order to survive and
thrive in China, Disney carefully constructs Shanghai Disneyland as
Disneyland with Chinese characteristics. Previous studies tend to
link Disney with cultural imperialism; however, this book argues
that it is not imperialism but glocalization that promotes a global
company's interests in China. In particular, the findings suggest
state-capital-led glocalization: glocalization led by economic
capital of the state (direct investment) and economic capital with
the state (market potential). Furthermore, the four categories of
glocalization with different conditions, considerations, and
consequences illustrate various global-local dynamics in the
process of a global formation of locality. The Glocalization of
Shanghai Disneyland will appeal to students and scholars of
sociology, communication studies, business studies, and Asian
studies more broadly.
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.
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