In her article the focus is on bridging differences, as it is in much of the intercultural communication literature ( e.g. Sha ( 2006 ) said that " intercultural public relations may be a special case of public relations in which the salient cultural identity avowed by the organization differs from the salient cultural identity avowed by the public " ( 54 ). Intercultural Public Relations and Ethnic Public Relations Are intercultural or ethnic public relations professional specialties ? Some researchers have argued that they are, and others have used even narrower terms, such as Hispanic public relations ( Gibson 2002 ). The next section explores specialization in public relations where race and ethnicity are spotlighted. Grunig & Repper 1992 ), whereas Johnson and Sink's standpoint draws from : a post - positivist concern for public relations ' societal functions. Sha presented intercultural public relations as a theoretical concept, explaining that its goal was to explain " the influence of cultural identity on the public relations behaviors of organizations and their publics " ( 2006, 46 ). Ethnic public relations, on the other hand, is defined as " the process of maintaining mutually beneficial, reciprocal relationships between an orga nization devoted to particular cultural groups or cultural heritage and the organization's publics " ( Johnson & Sink 2013, 356 ). Among museums, Sha's concept is most useful mainstream museums who seek to attract more diverse museum visitors. Sha's additional concern was in the " management of activist publics " in pursuit of the organization's goals, whereas other work ( De Moya & Bravo 2016 Johnson & Sink 2013 ) advocates use of public relations to further culture - related activist groups ' goals that will benefit society, rather than those of one organization. The second section of this chapter is a content analysis of 224 museums online newsrooms.
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