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
Full text not available from this repository.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: | 12 Dec 2024 02:54 |
| URI: | http://eprints.lse.ac.uk/id/eprint/114337 |
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