A postmodern critique of public relations theory and practice

ABSTRACT

Public relations is defined as the management of communication. However, the theory and practice of public relations are based on a modernist understanding of organisation. Alternative perspectives on the societal and organisational role of public relations are limited. This article explores the contribution of a postmodern critique of public relations, and the differences between modernism and postmodernism, particularly in organisational context. The current debate between critical theory and postmodern critique is also reviewed. Postmodernism is particularly critical of the public relations focus on strategy and management. It rejects the manager as a rational being who has the ability to determine organisational outcomes through strategies, which are viewed as discursive techniques used to enhance the power of some corporate actors. Modern public relations is a hegemonic practice that interpellates practitioners into the system to legitimise the perspectives and actions of corporate managers as objective knowledge, particularly through discursive practices in organisational media. Finally, the media relations role of public relations is critiqued for its creation of a hyperreality that leads to the creation of a hypercivilisation that has no factual existence. This article concludes with suggestions for a postmodern research agenda and defends the simultaneous use of critical and postmodern theory.     

Violence in development: the logic of forced displacement on Colombia's Pacific coast

A progressive piece of legislation in 1993 granted collective land rights to Colombia's black communities living in the rural areas of the Pacific coast region. This measure aimed partly to support sustainable development strategies in the region through territorial empowering of local communities. Yet 14 years later, the escalation of the country's internal conflict into the Pacific region has created unprecedented levels of forced displacement among rural black communities. Once referred to as a ‘peace haven’, the Colombian Pacific coast is now characterised by new spaces of violence and terror, imposed by warring guerrilla and paramilitary groups, as well as the armed forces. This article examines the nature of the externally induced violence in the region and shows how specific economic interests, in particular in the African Palm sector, are colluding with illegal groups that are used to spread fear and terror among local residents, to make them comply with the requirements of these economic actors.     

A sub-national approach to state-building and security: the role of municipal institutions in Colombia's DDR process

The Mayoral Offices of the two most important cities in Colombia— Bogotá and Medellín—played a key role in implementing the national policy of DDR that took place under the Presidency of Alvaro Uribe. Both Mayors developed municipal policies to provide services to ex-combatants from paramilitary and guerrilla groups. The analysis of these policies contributes to the understanding of the role that municipal authorities play in underpinning and redefining national policies of security and reintegration of ex-combatants. The dichotomy between military security and human security presents a theoretical framework to study how national and sub-national authorities interact on the basis of their different security needs. Municipal authorities had to address three main challenges in the reintegration of ex-combatants: first, the consequences of a sudden increase in population and the subsequent pressure on security and coexistence; second, the resistance from the recipient communities and having to achieve a balance in the services provided to victims and demobilised; third, how to establish effective collaboration between municipal and national authorities. The DDR was nationally built, but it was consolidated at the sub-national level.     

Interests vs. positions: A critique of the distinction

Getting to YES has popularized the focus on interests rather than positions in negotiation. However, sometimes an emphasis on interests, to the exclusion of the positions of the parties, can be counterproductive. Among other issues, this article highlights difficulties stemming from: ambiguities in the meanings of the two words; the significant role that positions play in negotiation dynamics, particularly in communication and in intergroup bargaining; and negotiations that hinge partly on people's values and perceptions rather than interests.He is co-editor of the recent bookThe New Industrial Relations in Australia (Sydney: Federation Press, 1995).     

Rethinking central planning: A federal critique of the Planning Commission

ABSTRACT

This article critically assesses the impact of the Planning Commission on center-state relations in India. It argues that the Planning Commission had a centralizing effect due to its role in overseeing five year and annual planning, its contribution to designing and overseeing Centrally Sponsored Schemes (CSS), and its involvement in discretionary grant-making. Central policy priorities and inter-state disagreements prevented the Planning Commission from acquiring the role of a shared rule institution, capable of offsetting the centralizing implications of the aforementioned policies. The article then speculates on what prompted the recent replacement of the Planning Commission with the NITI Aayog and what this may mean for shared rule and the nature of collaborative federalism in India more in general.     

A justice philosophy of public relations management

ABSTRACT

From a justice perspective, strategic publics may be viewed as victims who have been harmed by the organisation and now seek reparation. Long-term relationships are only formed with organisations that treat strategic publics fairly. For public relations to be viewed as just, it must incorporate all three dimensions of justice theory, viz: distributive, procedural, and interactional justice. When all three dimensions are incorporated, public relations stands a better chance of the organisation being viewed as just and trustworthy by strategic publics. Only when strategic publics experience the relationship with the organisation as trusting and dignifying will they be able to feel committed to the organisation and its decisions; feel attached to the long-term relationship; and be less hostile when outcomes of strategic decisions are unfavourable.

Justice theory provides public relations with a philosophy of how to conduct themselves with strategic publics that influence the goal attainment of organisations.     

Bringing in the grassroots: transitional justice in Zimbabwe

Since 2008, the Government of Zimbabwe, the international community and non-governmental organisations have all advocated the need for transitional justice in Zimbabwe. Yet, few initiatives have emerged. This article suggests that local communities could be enabled to help fill this policy vacuum. The results of a pilot research project are presented, where 1,400 victims of violence were engaged. The data collected highlights a clear demand for justice at the grassroots, but an educational input is necessary and transitional justice capacity needs to be built. Currently unstructured and unorganised opinions on how to cope with past violence need to be translated into practical programmes of action. The article asserts that such leadership, stimulated from the grassroots, represents a potential strategy capable of challenging the existing policy vacuum. Even if this challenge is initially rebuffed, it is contended that such an input still remains vital for the longer term. An opportunity currently exists to deepen an understanding of transitional justice in Zimbabwe which will enable community groups to initiate and respond to Zimbabwe's transitional justice processes when the national political environment becomes more receptive to this need.     

A policy critique of HIV/AIDS and demobilisation

The objective of this paper is to draw out and encourage debate on the relationship between HIV and the policy challenges that it poses for security. It explores how demobilisation programmes need to incorporate a development perspective, bringing together public health practitioners and security experts, in order to address the pandemic and the future security needs of Sub-Saharan Africa, in particular. It is hoped that integrating two very different disciplines, public policy and public health, will mark the beginning of attempts to establish some practical guidelines for policymakers and field practitioners that focus on prevention. Most important, the paper makes an urgent request for a cross-disciplinary and cross-sectoral approach to tackling such a complex problem as HIV and the military. Development practitioners once shunned any working relationship with armed forces or defence ministries, but it is impossible now to avoid these institutions in countries with high rates of HIV/AIDS in the security sector.     

Realism and the critique of technology

The ‘classical Realist’ thinkers Hans J Morgenthau and John Herz developed a puissant yet typically overlooked critique of technology. Driven by fears of nuclear warfare, they broke with Realism's inappropriately nonchalant view of technological development. Morgenthau focused on the dangers of a naïve faith in technological growth, arguing that it typically generated an apolitical and potentially irresponsible view of international politics. Even more effectively, Herz zeroed in on the problem of what he described as technological acceleration, according to which the rapid pace of recent technological change threatens humanity's future. While Morgenthau's ideas on technology are ultimately tension ridden, Herz still provides a fruitful starting point for any version of international relations theory hoping to take the phenomenon of social speed or acceleration seriously. Many of his reflections anticipated the contemporary debate among social theorists about the high-speed temporality of contemporary society.     

Gender justice: the World Bank's new approach to the poor?

Gender inequality is now widely acknowledged as an important factor in the spread and entrenchment of poverty. This article examines the World Development Report 2000/01 as the World Bank's blueprint for addressing poverty in the twenty-first century, together with several more recent Poverty Reduction Strategy Papers (PRSPs), with a view to analysing the manner in which gender is incorporated into the policy-making process and considering whether it constitutes a new approach to gender and poverty. It is argued that the World Bank's approach to poverty is unlikely to deliver gender justice, because there remain large discrepancies between the economic and social policies that it prescribes. More specifically, the authors contend that the Bank employs an integrationist approach which encapsulates gender issues within existing development paradigms without attempting to transform an overall development agenda whose ultimate objective is economic growth as opposed to equity. Case studies from Cambodia and Vietnam are used to illustrate these arguments.