Approaches to African communication management and public relations : a case for theory-building on the continent

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dc.contributor.author Mersham, Gary
dc.contributor.author Skinner, Chris
dc.contributor.author Rensburg, Ronel S.
dc.date.accessioned 2012-07-03T13:16:10Z
dc.date.available 2012-07-03T13:16:10Z
dc.date.issued 2011-11
dc.description.abstract Most of the scholarly body of knowledge of public relations built up over the last three decades has been undertaken in Western countries. Naturally, these conceptual frameworks have been suited to those areas of the world. The focal point of the calls for a shift to a new, inclusive global economic order is the growing influence of the developing economies of the world. This, in turn, has important implications for public relations and communication management in these regions and internationally. Academic researchers could embark on building an African body of knowledge of public relations and theories based on an African philosophy and worldview. Against this background, the debate around whether a generic model of public relations in and for Africa is possible has been the subject of considerable debate. It has also been argued that shared, common African philosophical approaches can be identified, and that these have an important role in communication throughout Africa. This article describes some of the influences that might shape African theory-building and raises a number of questions along the way such as: Can there be an exclusively African public relations model? What is the balance between Western and African influences in the synthesis of a hybrid model? What has Africa to offer to Western theory? en_US
dc.description.librarian ff2012 en
dc.description.uri http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1479-1854/ en_US
dc.identifier.citation Mersham, G, Skinner, C & Rensburg, R 2011, 'Approaches to African communication management and public relations : a case for theory-building on the continent', Journal of Public Affairs, vol. 11, no. 4, pp.195-207. en_US
dc.identifier.issn 1472-3891 (print)
dc.identifier.issn 1479-1854 (online)
dc.identifier.other 10.1002/pa.413
dc.identifier.uri http://hdl.handle.net/2263/19311
dc.language.iso en en_US
dc.publisher John Wiley & Sons en_US
dc.rights © 2011 John Wiley & Sons, Ltd. en_US
dc.subject Communication management en_US
dc.subject African en_US
dc.subject Public relations en_US
dc.subject Theory-building en_US
dc.subject.lcsh Public relations -- Africa en
dc.subject.lcsh Communication -- Africa en
dc.title Approaches to African communication management and public relations : a case for theory-building on the continent en_US
dc.type Preprint Article en_US


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