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Rupturing Public Relations Metanarratives: The Example of India

Rupturing Public Relations Metanarratives: The Example of India In keeping with the trend of international-intercultural public relations practice, research in this area has also been mostly top-down, "outside-in," or etic in nature. This study combines a cultural analysis approach with ethnographic fieldwork in an attempt to move away from the culturally constituted metanarratives of the 4 models and practitioner roles of public relations, and it provides an "inside-out" or emic analysis of the cultural context of public relations in India. In doing so, it is able to foreground some of the assumptions that underlie these metanarratives, assumptions that are not always congruent with the Indian cultural context. Overall, this study emerges as a critique of unquestioning global applications of public relations metanarratives in culturally diverse settings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Rupturing Public Relations Metanarratives: The Example of India

Journal of Public Relations Research , Volume 15 (3): 24 – Jul 1, 2003

Rupturing Public Relations Metanarratives: The Example of India

Abstract

In keeping with the trend of international-intercultural public relations practice, research in this area has also been mostly top-down, "outside-in," or etic in nature. This study combines a cultural analysis approach with ethnographic fieldwork in an attempt to move away from the culturally constituted metanarratives of the 4 models and practitioner roles of public relations, and it provides an "inside-out" or emic analysis of the cultural context of public relations in...
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1207/S1532754XJPRR1503_2
Publisher site
See Article on Publisher Site

Abstract

In keeping with the trend of international-intercultural public relations practice, research in this area has also been mostly top-down, "outside-in," or etic in nature. This study combines a cultural analysis approach with ethnographic fieldwork in an attempt to move away from the culturally constituted metanarratives of the 4 models and practitioner roles of public relations, and it provides an "inside-out" or emic analysis of the cultural context of public relations in India. In doing so, it is able to foreground some of the assumptions that underlie these metanarratives, assumptions that are not always congruent with the Indian cultural context. Overall, this study emerges as a critique of unquestioning global applications of public relations metanarratives in culturally diverse settings.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jul 1, 2003

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