دانلود رایگان مقاله تکامل روابط عمومی و روزنامه نگاری: اولین سهم در بررسی سیستماتیک آن

abstract

There are many research findings and some theoretical models regarding the interaction between journalism and public relations (PR). But only scarce research has been done so far on the historical perspective of this relationship, which is also called co-evolution of PR and journalism. The aim of this article is to make a first step into the analysis of this co-evolution with a focus on the emergence of PR in the German-language area and based mainly on German literature about the history of PR. The analysis shows that the rise of PR in the second half of the 19th century was, amongst others, a reaction to the development of journalism that had become increasingly biased. Thus, for many societal actors and organisations, the barriers to entering the public arena were increasing. At the same time the importance of the mass media, and pressures on social protagonists and organisations to legitimise their interests in a changing society, were growing. These results support a theoretical concept that describes the development of mass communication as a process of rationalisation of societal communication, which in addition can be linked with system theory.

5. Discussion

The results detailed above seem to indicate that PR emerged as a process of adaptation of communicative behaviour on the part of societal actors or organisations. This was triggered by the performance ofthe journalistic system, perceived by them as limited. At the same time we see an increasing social pressure on organisations to legitimate themselves. What is interesting is that this process of adaptation is theorised in the mediated social communication (MSC) approach (Fürst, Schönhagen & Bosshart, 2015). Wagner (1980) conceptualises the development of communication in society, on the basis of work by Riepl (1913) and Knies (1857/1996; see also Hardt, 2001, pp. 67–83) and others, as a succession of processes of rationalisation. Thus, mass communication constitutes the temporary conclusion of these processes and, in modern complex societies, enables comprehensive social communicationthroughintermediationofmassmedia andjournalism. The latterpublishes the statements of various societal groups and actors in a concentrated and compact form. This makes the statements and views of the various stakeholders and organisations observable for the entire society, thereby enabling further communication. This constant intermediation of communication is performed autonomously, i.e. not serving particular interests but the public discourse as a whole (Schönhagen, 2004, pp. 117–130; Wagner, 1980).