Rethinking power in public relations☆
Introduction
Current views of power in mainstream public relations theories are poorly developed. In the critical literature, views of power are more explicit but still largely reflect agentic or structural perspectives. A more productive view of power requires an understanding of the context in which public relations operates; that is, as a socially embedded profession.
Pierre Bourdieu's inherently relational view of the world incorporates agency, structure, networks and discourse as mutually influential factors that shape overall power dynamics in society (Bourdieu, 1990, Bourdieu, 1991, Bourdieu, 1992). Applied to public relations, it gives us a framework to both analyze and interpret the profession in its social context. This should afford us a more productive set of insights with which to address the current public debate around trust, reputation and ethics (L’Etang, 2005, Roper, 2005).
Section snippets
A relational view of public relations
Bourdieu advocates a relational mode of thinking, where the meaning of social attributes (such as professions, gender, educational qualifications, appearance) can only be understood within the context of the relationships in which they are relevant (Bourdieu, 1992). These relationships exist within fields, where members of a particular group practice according to unconscious rules and norms informed by habitus (see below). The structures of these fields are homologous with the systems of
Symbolic power
Bourdieu's concept of symbolic power introduces power based on the cognitive transformation of tangible resources into artefacts that inhere more and different meaning and value than their material attributes would suggest. Symbolic power is generated by dominant groups misrepresenting their interests to the public, thereby normalizing social structures and habitus that support their position. Bourdieu (1991) regards language as one of the main tools through which symbolic power is perpetuated
A research agenda
To progress our understanding of public relations and the nature of power within the profession, this paper proposes that Bourdieu's framework is most appropriate for future research. A research agenda should then include:
- 1.
an analysis of the habitus relevant to public relations;
- 2.
a review of the structures that define the field of public relations and their relation to broader social and economic structures;
- 3.
the use of language both within the profession and as used by the profession in the tactics
References (11)
Critical public relations: Some reflections
Public Relations Review
(2005)Power over, power with, and power to relations: Critical reflections on public relations, the dominant coalition, and activism
Journal of Public Relations Research
(2005)The logic of practice
(1990)- Bourdieu, P. (1991). Language and symbolic power (G. Raymond & M. Adamson, Trans.). Cambridge, UK: Polity...
The field of cultural production: Essays in art and literature
(1992)
Cited by (0)
- ☆
The complete paper, with its review of PR literature, can be obtained from the author. Requests should be sent to [email protected].