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Dealing with disappointment: how can a ‘coexisting imperatives’ view help us understand the unfulfilled dialogical promise of digital media

Shoai, Andrés (2022) Dealing with disappointment: how can a ‘coexisting imperatives’ view help us understand the unfulfilled dialogical promise of digital media. Public Relations Inquiry, 11 (3). pp. 379-401. ISSN 2046-147X

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Identification Number: 10.1177/2046147X211045630

Abstract

The association between the concept of dialogue and the expansion of digital media in public relations started as a theoretical ‘promise’ and was later followed by a feeling of disappointment. This article argues that the dialogic promise of new media was in great measure a consequence of a well-established belief according to which the field was rapidly moving from a ‘functional’ to a ‘cocreational’ approach, whereas in fact both cocreational and functional imperatives persist and coexist in complex manners that need to be disentangled. This idea is explored through a critical analysis of highly cited literature about dialogue and digital technology in public relations. Implications for future theory-building, research and practice are discussed.

Item Type: Article
Official URL: https://journals.sagepub.com/home/pri
Additional Information: © 2021 The Author
Divisions: Media and Communications
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
Date Deposited: 11 Mar 2022 16:39
Last Modified: 19 Feb 2024 03:27
URI: http://eprints.lse.ac.uk/id/eprint/114337

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