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Ett motvilligt äktenskap: En kvalitativ studie om PRs distansering från marknadsföring

Waldenström, Holly LU and Hellsten, Tove (2015) SKOK01 20151
Department of Strategic Communication
Abstract
Public relations has existed approximately for a century, still, the researchers are looking for a definite definition of the discipline. This has led to a diffuse prospect of the boundary between public relations and other disciplines. Today marketing is the most common discipline PR is associated with, and we find a tendency in the PR industry to react when this occurs. In this study we look deeper into, and seek understanding about, what causes this. We examine this by applying theories made from the research of identity, roles and heuristics onto selected empirical data. We conduct this by using a qualitative content analysis. The empirical data consist of two academic books written within the field of PR, which each have a different... (More)
Public relations has existed approximately for a century, still, the researchers are looking for a definite definition of the discipline. This has led to a diffuse prospect of the boundary between public relations and other disciplines. Today marketing is the most common discipline PR is associated with, and we find a tendency in the PR industry to react when this occurs. In this study we look deeper into, and seek understanding about, what causes this. We examine this by applying theories made from the research of identity, roles and heuristics onto selected empirical data. We conduct this by using a qualitative content analysis. The empirical data consist of two academic books written within the field of PR, which each have a different approach to the discipline. This has led to a realization that the problem lies in the lack of an identity of PR. Another insight made is that public relations throughout history always have been associated with other similar disciplines. Previously, they were associated with propaganda, to which most people have negative associations that also were reflected at public relations. We believe that the same is true in our study cases, the PR fear that the existing negative associa- tions in marketing may influence PR's status when the two are connected and as long as the discipline lack an identity, this will probably continue. Although that is not necessarily a problem according to a postmodernism which has a positive attitude towards floating identities. (Less)
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author
Waldenström, Holly LU and Hellsten, Tove
supervisor
organization
alternative title
A reluctant marriage
course
SKOK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
confusion, heuristics, role creation, identity, marketing, public relations
language
Swedish
id
7855549
date added to LUP
2015-09-08 09:40:42
date last changed
2015-09-08 09:40:42
@misc{7855549,
  abstract     = {Public relations has existed approximately for a century, still, the researchers are looking for a definite definition of the discipline. This has led to a diffuse prospect of the boundary between public relations and other disciplines. Today marketing is the most common discipline PR is associated with, and we find a tendency in the PR industry to react when this occurs. In this study we look deeper into, and seek understanding about, what causes this. We examine this by applying theories made from the research of identity, roles and heuristics onto selected empirical data. We conduct this by using a qualitative content analysis. The empirical data consist of two academic books written within the field of PR, which each have a different approach to the discipline. This has led to a realization that the problem lies in the lack of an identity of PR. Another insight made is that public relations throughout history always have been associated with other similar disciplines. Previously, they were associated with propaganda, to which most people have negative associations that also were reflected at public relations. We believe that the same is true in our study cases, the PR fear that the existing negative associa- tions in marketing may influence PR's status when the two are connected and as long as the discipline lack an identity, this will probably continue. Although that is not necessarily a problem according to a postmodernism which has a positive attitude towards floating identities.},
  author       = {Waldenström, Holly and Hellsten, Tove},
  keyword      = {confusion,heuristics,role creation,identity,marketing,public relations},
  language     = {swe},
  note         = {Student Paper},
  title        = {Ett motvilligt äktenskap: En kvalitativ studie om PRs distansering från marknadsföring},
  year         = {2015},
}