دانلود رایگان مقاله عملکرد و شخصی: رویکردهای گافمن و یونگ برای هویت حرفه ای اعمال شده برای روابط عمومی

abstract

Public relations work involves shaping, reflecting and communicating identity for organisations and individuals, and is in turn shaped by the professional identity both of the field and individual public relations practitioners. This paper explores these issues from the dual perspectives of sociologist Erving Goffman’s (1922–1982) reflections on the performance of work and Carl Jung’s (1875–1961) concept of Persona, the socially acceptable face of the individual or group. The former explores these issues through observation of external behaviours, the latter by engaging with the psyche. Goffman and Jung, despite their conflicting worldviews, offer a complementary understanding of the operation, internal and external, of professional identity. The paper, which is conceptual and interpretive, with the objective of building theory, summarises contemporary approaches to professional identity in public relations and other fields, before introducing Goffman, who is often mentioned in this context, and Jung, who is not. Together these two scholars offer insights into the interior and exterior aspects of identity, which is here applied to public relations, raising questions both aboutthe production of identity as a commodity for others and the production of self-image of public relations practitioners. The introduction of Jungian thinking brings the inward or experiential dimension of professional identity to this debate.

7. Conclusion

This paper has explored a range of literature, from public relations scholarship and beyond, concerning professional identity, in order to illustrate the contribution that the sociological observations of Goffman and the psychological reflections of Jung might make to public relations identity, whether as a commodity for others or for our own profession and practitioners. Together these writers illuminate the inner and outer aspects of identity, suggesting several avenues for further research, and with implications for the construction of public relations identity at both collective and individual levels.