Abstract
urpose – Over recent years, public relations (PR) research has diversified in themes and theories. As a result, PR presents itself today as a multi-paradigmatic discipline with competing ideas of progress that mainly circle
around questions of ontology and epistemology, i.e. around defining appropriate object and knowledge in PR research.
Design/methodology/approach – This conceptual article highlights a third crucial question underlying the debate drawing on a narrative approach: The question of axiology, hence, the normative question how PR
research shall develop to contribute to societal progress.
Findings – The article presents a model, which describes how normative visions of progress in different PR paradigms – functional, co-creational, social-reflective and critical-cultural – manifest in each distinct combinations of four narrative plots – tragedy, romance, comedy and satire.
Originality/value – These findings complement the current debate on disciplinary progress in PR research by fostering reflection and debate on paradigm development and cross-paradigmatic tensions and exchange from an explicit axiological perspective.
around questions of ontology and epistemology, i.e. around defining appropriate object and knowledge in PR research.
Design/methodology/approach – This conceptual article highlights a third crucial question underlying the debate drawing on a narrative approach: The question of axiology, hence, the normative question how PR
research shall develop to contribute to societal progress.
Findings – The article presents a model, which describes how normative visions of progress in different PR paradigms – functional, co-creational, social-reflective and critical-cultural – manifest in each distinct combinations of four narrative plots – tragedy, romance, comedy and satire.
Originality/value – These findings complement the current debate on disciplinary progress in PR research by fostering reflection and debate on paradigm development and cross-paradigmatic tensions and exchange from an explicit axiological perspective.
| Original language | English |
|---|---|
| Journal | Journal of Communication Management |
| Volume | 25 |
| Issue number | 4 |
| Pages (from-to) | 353-367 |
| Number of pages | 15 |
| ISSN | 1363-254X |
| DOIs | |
| Publication status | Published - 2021 |
| Externally published | Yes |
Keywords
- Axiology
- Narrative approach
- Disciplinary progress
- Paradigms
- Public relations