Mediations: Philip Young

  • Mediations comments on public relations theory and practice, with an emphasis on social media and communication ethics. Philip Young is project leader for NEMO: New Media, Modern Democracy at Campus Helsingborg, Lund University, Sweden. All views expressed here are personal and should not be seen as representing Lund University or any other organisation.

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    I'm teaching a course in PR and Technology at the University of Stirling this semester and I totally agree that looking to the sociology literature, particularly the extensive literature on "new media", is well worth while.

    The academic literature on how new technology is impacting on PR theory and practice is very thin indeed and there's a lot to be gained by looking at what's been done by people working in other fields. I just hope my students agree.

    I really don't see how the changes in the dynamics of communication and the possibilities for altered power relationships can not have a major effect on public relations theory and practice. But I'm also with Jon White in that I'm not convinced that we will see the emergence of anything that will fundamentally change the discipline of public relations.

    Funnily enough most of the people who seem convinced that the discipline has to change fundamentally are selling services related to new media, social media and public relations or marketing.

    Are these facts related? I ask myself.

    Thanks for the compliment, Philip, and thanks for your own contributions as well!

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