Public Relation is the New Propaganda - Outline Example

Public Relation is the New Propaganda Research Goal According to Chomsky and Herman (1988), corporations have the under their control while countering the interests of the citizens. The goal of this research is to argue that the public relation (PR) industry is a systematic approach or element of propaganda, and the media is acting as the facilitator element for this particular cause. From this perspective, the research will seek to determine or establish whether PR campaigns are democratic or undemocratic. In the course of assessing the purpose or goal of the research, the focus will be on the following research questions. Research Questions i. How do PR campaigns relate to propaganda mechanisms? ii. What are the implications of PR propaganda on the democratic institutions and governance approach? iii. What role do the media play between PR campaigns and propaganda in undermining the institutions of democracy? iv. Which are the strengths and weaknesses of the existing theoretical perspectives illustrating the relationship between PR campaigns and propaganda on the development of democratic relationships? Definition of Important Terms Propaganda Propaganda refers to misleading information vital in the promotion or publicizing a specific political cause or point of view. In the context of this research, propaganda will relate to statements or ideas, which are often false or exaggerated with the objective of helping a cause (Moloney 2006). Public Relations Public relations refer to the processes, principles, and procedures guiding communication between companies, organizations, individuals with the media and the public. In most cases, public relations focus on the creation and maintenance of a positive image as well as a strong relationship with the target audience (Moloney 2006). Democracy Democracy refers to a system of governance focusing on vesting the power in the people with the ability to rule directly or under the influence of the elected representatives (Schumpeter 2013). Political Economy of Information For critical reasons, sociologists, political scientists and communication practitioners have the tendency of evaluating phenomena from the economists’ perspective. The condition makes them develop the aspect of becoming political economists, thus the concept of the political economy of information (Stilwell 2011). Theoretical Perspectives and Models Various models have focused on illustrations of PR and propaganda issues in the modern context. This section explores a critical review the most effective and prominent theoretical perceptions with the objective of understanding the research goals and scope effectively. There are four critical theories in relation to understanding the concept of the public sphere: representative liberal, participatory liberal, discursive, and constructionist theories. Constructionist theory focuses on popular inclusion, empowerment, recognition, narrative creativity, and the eventual avoidance of the exclusionary closure towards expansion of the political community. In the case of discursive, there is popular inclusion, deliberations, dialogue or mutual respect to civil communities and the eventual avoidance of premature or non-consensus-based closure (Ferree et al. 2002: 300). The third theory focuses on the participatory liberal model, which relates to popular inclusion, empowerment, utilisation of various styles in presentation of ideas and the eventual avoidance of imposed closure. Finally, there is the aspect of representative liberal, which associates with the elite dominance, free market perceptions, transparency, detachment and the eventual closure in relation to decision-making. Moreover, Judgen Habermas focused on the development of the public sphere model, which is critical in understanding the public and its kinds of power within the context of the representative democracy (Susen 2012: 40). Noam Chomsky focuses on illustration of a propaganda model, which cites five filters for the passage of communication. These filters have the obligation of helping shape choices without the influence of conscious conspiracy. In the first instance, the model focuses on the assessment of the influence of ownership, advertising, sourcing, flak and ideology. They are vital in the passage of communication (Chomsky and Herman 1988). From the model, it is critical to note that the filters are essential in determining what is ‘news’ and what is printed in newspapers or broadcast by television and radio. In addition, the model is crucial in illustrating how dissent from the mainstream gains little or zero coverage. From a different perspective, governments and big companies gain easy access to the public with the intention of conveying their state-corporate messages (Mullen 2010). Interest in the Research PR is one of the critical topics I have sought to examine in relation to its implications in democracy. In addition, after watching the movie “Hot Coffee”, I realized the powerful influence, effectiveness and efficiency of PR campaigns on democratic institutions within Canada, as well as in the globalised context. The research will be appropriate in the improvement of understanding the relationship between propaganda and PR campaigns, as well as influences on democracy. Relevance of the Research The research is of great importance and has relevance to business, communication and the society. The reason for this course is the massive influence of communication and PR in the improvement of the image and reputation of the organizations within the market and industry of operation. In addition, business entities or corporations have the potentiality of disseminating propaganda in the course of manipulating the public perceptions regarding organizations and relevant activities. Synopsis of Results Propaganda comes out as the invisible third arm of the government. Public relation industry comes out as a systematic approach or element of propaganda with the media playing the role of facilitator device for the achievement of this specific cause. Propaganda has the potentiality of moulding the perceptions or minds of the public with the intention of having them throw their newly gained strength in the desired or intended direction. In the existing structure of the society, PR propaganda is inevitable (Moloney 2006). The execution of social importance in politics, finance, manufacturing, agriculture, education, health and charity requires the influence of the PR propaganda. From the definitional point of view, propaganda comes out as the deliberate and systematic approach in the course of shaping perceptions in the manipulation of cognitions while directing behaviour to the realisation of a response. From this perspective, propaganda has the tendency of appealing to the emotions rather than intellectual orientation, thus the potentiality of sharing similar techniques with the concepts of advertising and public relations. Corporations and governments have the potentiality of telling the biggest as well as the most unthinkable lies in the course of enhancing their image and reputation within the market and industry of operation (Moloney 2006). The consistent and continued communication of this lie will enable the target audiences to believe in its aspects, thus the concept of the PR propaganda. The assertion makes PR propaganda one of the most effective weapons in affecting the democratic institutions within a nation. Bibliography Chomsky, Noam and Herman, Edward. 1988. The Propaganda Model. In Herman, Edward S. (Ed.): Manufacturing consent. New York: Pantheon Books. Chapter 1: 1-36.  Ferree, M. M., Gamson, W. A., Gerhards, J., & Rucht, D. 2002. Four models of the public sphere in modern democracies. Theory and society, 31 (3): 289-324. Moloney, Kevin. 2006. Rethinking public relations: PR propaganda and democracy. Routledge. Mullen, Andrew. 2010. Twenty years on: the second-order prediction of the Herman-Chomsky Propaganda Model. Media, Culture & Society. 32 (4): 673-690. Susen, Simon. 2011. Critical Notes on Habermas’s Theory of the Public Sphere. Sociological Analysis, 5 (1): 37-62. Stilwell, F. 2011. Political economy: The contest of economic ideas. OUP Catalogue. Schumpeter, J. A. 2013. Capitalism, socialism and democracy. Routledge. Read More