Latest Readings - Crossroads of Research, and Overview of Main Theories

The online reading by Gower refers to the conflict between critical/cultural theorists, and the dominant two-way symmetrical theorists, and deciding which path to take into the future of research - hence we are at a 'crossroads.' I see the reading as a discussion of the need to define the industry in concrete terms in order to gain legitimacy, and thus justify its existence. To do this, it is argued, a thorough self-examination of the industry must be undertaken, and new research must incorporate definitions from other disciplines in order to broaden our understanding, as the industry is 'fluid and complex.'

The set reading in Public Relations Theory and Practice is more straightforward and provides an overview of the most influential and important theories of PR practice. From this reading my learning builds upon previous learning about public relation in that I have been briefed on Grunig's four models, but was unaware of the multitude of other theories regarding PR practice. Some of these theories, including Semiotics, and Media Effects I've studied in depth in other subjects in other faculties and hadn't thought of applying them to PR theory. One theory I found interesting was Heath's rhetorical theory as it draws on ancient historical practice and reflects what was argued in Gower's reading, that perhaps the way forward from our current crossroads is to look to our past, to determine how we arrived at the present.

In summary, the ket points I learnt form this week's readings were the basic principals of the most important theories such as agenda setting, general systems theory, semiotics, and relationship management, and also that PR theorists have reached a crossroads in research and must continue to debate in order to decide on a path for the future.