Conference Proceeding Article
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.
Complexity, Hegemony, Globalisation, Excellence, UK, Singapore
Business and Corporate Communications | Marketing
World Public Relations Forum 2012: Research Colloquium: Conference Proceedings: Melbourne, 18-20 November 2012
World Public Relations Forum
City or Country
Gregory, Anne and HALFF, Gregor.
Divided We Stand: Defying Hegemony in Theory and Practice. (2012). World Public Relations Forum 2012: Research Colloquium: Conference Proceedings: Melbourne, 18-20 November 2012. 56-62. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/3348