دانلود رایگان مقاله درک روابط عمومی در اقتصاد اشتراک گذاری

abstract

In spite of the macro-economic impact of the so-called ‘sharing economy’ there is a nearly complete dearth of contributions from the communication academy to its discourse. More attention is overdue, particularly for the conceptual pressure the ‘sharing economy’ is exerting on the public relations function. The authors propose a reconceptualization of public relations by identifying the constitutive aspects of the sharing economy and bringing together the explanatory concepts ‘circuits of commerce’ and ‘viable matches’ from economic sociology and communicative constitution of organizations theory to develop the notions of ‘deliberate disintermediation’ and ‘circuits of communication’ in public relations. The contention is that by doing this, communicative acts not only contribute meaning in the sharing economy, but have economic value. Furthermore, the sharing economy poses challenges to the traditional forms of organizing public relations functions, but offers opportunities to realize different potential when public relations facilitates circuits of communication and becomes a meta-communicative competence embedded within the organization.

7. Conclusion

The public relations academy has been slow in providing a contribution to the debate on the ‘sharing economy’. This paper has offered a way forwards based on an identification of those aspects of the ‘sharing economy’ that have particular pertinence for the public relations academy, and by combining thinking drawn from economic sociology and CCO theory. Circuits of commerce provide a model that can be used to see how public relations can provide an architecture of circuits of communication which become part of a sustaining mechanism where communication is constitutive and has economic potential. The discussions in, through and about the organization through circuits of communication become the basis of how they are defined and valued. The match between the two concepts is not perfect, but this paper opens the door to economic sociology, a potentially rich area of comparison and cooperation between fields of study.