Publication Type

Conference Proceeding Article

Publication Date

12-2012

Abstract

The last decade has seen the world becoming increasingly complex. One way of dealing with complexity, according to Schwab (2010a), is to look for certainties or solutions that impose order by simplifying. The authors contend that this is also happening in public relations practice and the academy. They criticise attempts to produce global models which lead to hegemony and argue for maintaining a diversity that reflects reality. They take the cases of the UK and Singapore as respective exemplars where hegemony has succeeded and where it needs to be resisted. They call for a professional and epistemological stand against hegemony.

Keywords

Complexity, Hegemony, Globalisation, Excellence, UK, Singapore

Discipline

Business and Corporate Communications | Marketing

Research Areas

Corporate Communication

Publication

World Public Relations Forum 2012: Research Colloquium: Conference Proceedings: Melbourne, 18-20 November 2012

First Page

56

Last Page

62

ISBN

9780646590776

Publisher

World Public Relations Forum

City or Country

Melbourne, Australia

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