Fraturas na Excelência: o apagamento das ambiguidades das Relações Públicas
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2018.150470Palavras-chave:
Teoria da excelência, Práticas abusivas, Relações Públicas críticasResumo
Partindo das críticas sociais acumuladas nas últimas décadas sobre práticas abusivas de relações públicas, este artigo reflete, amparado em uma ampla revisão de literatura, sobre os motivos pelos quais tais denúncias ocupam lugar periférico nos estudos acadêmicos da área. Aborda como o modelo paradigmático adotado pelo campo, a Excelência, limita estudos sobre práticas controversas devido a uma abordagem evolutiva funcional que atrela eficiência, complexidade e ética, minimizando tentativas de explorar os impactos das relações públicas na conformação do mundo contemporâneo.
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Referências
BEDER, Sharon. Moulding and manipulating the news. In: WHITE, Robert. (ed.). Controversies in environmental sociology. Melbourne: Cambridge University Press, 2004. p. 204-220.
BROWN, Robert. Myth of symmetry: public relations as cultural styles. Public Relations Review, [s. l.], v. 32, n. 3, p. 206-212, 2006.
BROWNING, Nicholas. Beyond Excellence Theory: a critical examination of the Grunigian model. 2008. Dissertação (Mestrado em Artes) – University of Louisville, Athens, 2008.
CANCEL, Amanda et al. It depends: a contingency theory of accommodation in Public Relations. Journal of Public Relations Research, London, v. 9, n. 1, p. 31-63, 1997.
CAREY, Alex. Taking the risk out of democracy. Sydney: UNSW Press, 1995.
CHENEY, George; CHRISTENSEN, Lars. Public relations as contested terrain: a critical response. In: HEATH, Robert. (ed.). Handbook of public relations. Thousand Oaks: Sage, 2001. p. 167-182.
DEMETRIOUS, Kristin. Public relations, activism and social change: speaking up. New York: Routledge, 2013.
EWEN, Stuart. PR! A social history of spin. New York: Basic Books, 1996.
GRUNIG, James (ed.). Excellence in public relations and communication management. Hillsdale: Lawrence Erlbaum, 1992.
GRUNIG, James. Two-way symmetrical public relations: past, present, and future. In: HEATH, Robert. (ed.). Handbook of public relations. Thousand Oaks: Sage, 2001. p. 11-29.
GRUNIG, James. Furnishing the edifice: ongoing research on Public Relations as a strategic management function. Journal of Public Relations Research, London, v. 18, n. 2, p. 151-176, 2006.
GRUNIG, James; HUNT, Todd. Managing public relations. New York: Holt; Rinehart & Winston, 1984.
GRUNIG, Larissa; GRUNIG, James; DOZIER, David. Excellent Public Relations and effective organizations. Mahwah: Lawrence Erlbaum, 2002.
HABERMAS, Jürgen. Mudança estrutural da esfera pública: investigações quanto a uma categoria da sociedade burguesa. Rio de Janeiro: Tempo Brasileiro, 1984.
HENRIQUES, Márcio. Relações Públicas: o futuro da atividade é o futuro da profissão? Organicom, São Paulo, v. 6, n. 10-11, p. 128-133, 2009.
HENRIQUES, Márcio; SILVA, Daniel. Organizaciones privadas bajo vigilancia de los públicos: mecanismos de observación civil y cambios en las condiciones de publicidad. In: MATILLA, Kathy (coord.). Casos de estudio de relaciones públicas: espacios de diálogo e impacto mediático. Barcelona: Oberta UOC Publishing, 2016. p. 215-261.
HERMAN, Edward S.; CHOMSKY, Noam. Manufacturing consent: the political economy of the mass media. London: Bodley Head, 2008.
KUNSCH, Margarida. Relações públicas e modernidade: novos paradigmas na comunicação organizacional. São Paulo: Summus Editorial, 1997.
L’ETANG, Jacquie. Public relations and rhetoric. In: L’ETANG, Jacquie.; PIECZKA, Magda. (ed.). Critical perspectives in Public Relations. London: International Thompson Business Press, 1996. p. 106-123.
L’ETANG, Jacquie. The myth of the “ethical guardian”: an examination of its origins, potency and illusions. Journal of Communication Management, Bingley, v. 8, n. 1, p. 53-67, 2004.
L’ETANG, Jacquie. Public Relations: a discipline in transformation. Sociology Compass, [s. l.], v. 7, n. 10, p. 799-817, 2013.
L’ETANG, Jacquie; PIECZKA, Magda (ed.). Critical perspectives in public relations. London: International Thomson Business Press, 1996.
L’ETANG, Jacquie; PIECZKA, Magda (ed.). Public relations, critical perspectives and contemporary practice. Mahwah: Lawrence Erlbaum Associates, 2006.
LEICHTY, Greg; SPRINGSTON, Jeff. Reconsidering Public Relations models. Public Relations Review, [s. l.], v. 19, n. 4, p. 327-339, 1993.
MCKIE, David. Shifting paradigms: Public Relations beyond rats, stats and 1950s science. Australian Journal of Communication, Melbourne, v. 24, n. 2, p. 81-96, 1997.
MCKIE, David. Updating Public Relations: “new science”, research paradigms, and uneven developments. In: HEATH, Robert. (ed.). Handbook of Public Relations. London: Sage, 2001. p. 75-91.
MCKIE, David; MUNSHI, Debashish. Reconfiguring public relations: ecology, equity and enterprise. London: Routledge, 2007.
MOLONEY, Kevin. Rethinking Public Relations: the spin and the substance. New York: Routledge, 2000.
MOLONEY, Kevin. Rethinking Public Relations: PR propaganda and democracy. New York: Routledge, 2006.
PIECZKA, Magda. Paradigms, systems theory and public relations. In: L’ETANG, Jacquie; PIECZKA, Magda (ed.). Critical perspectives in Public Relations. London: International Thomson Business Press, 1996. p. 333-358.
RAMPTON, Sheldon; STAUBER, John. Trust us, we’re experts! New York: Penguin Putnam, 2002.
ROPER, Juliet. Symmetrical communication: Excellent Public Relations or a strategy for hegemony? Journal of Public Relations Research, London, v. 17, n. 1, p. 69-86, 2005.
SALLOT Lynne et al. From aardvark to zebra: a new millennium analysis of theory development in Public Relations academic journals. Journal of Public Relations Research, London, v. 15, n. 1, p. 27-90, 2003.
SILVA, Daniel. Entre o ethos e a reputação: uma análise de representações midiáticas sobre Relações Públicas. 2011. Monografia (Bacharelado em Comunicação Social) – Universidade Federal de Minas Gerais, Belo Horizonte, 2011.
SILVA, Daniel. Astroturfing: lógicas e dinâmicas de manifestações de públicos simulados. Belo Horizonte: UFMG, 2015.
STAUBER, John; RAMPTON, Sheldon. Toxic sludge is good for you: lies, damn lies, and the PR industry. Monroe: Common Courage Press, 1995.
TEDLOW, Richard. Keeping the corporate image. Connecticut: JAI Press, 1979.
BROWN, Robert. Myth of symmetry: public relations as cultural styles. Public Relations Review, [s. l.], v. 32, n. 3, p. 206-212, 2006.
BROWNING, Nicholas. Beyond Excellence Theory: a critical examination of the Grunigian model. 2008. Dissertação (Mestrado em Artes) – University of Louisville, Athens, 2008.
CANCEL, Amanda et al. It depends: a contingency theory of accommodation in Public Relations. Journal of Public Relations Research, London, v. 9, n. 1, p. 31-63, 1997.
CAREY, Alex. Taking the risk out of democracy. Sydney: UNSW Press, 1995.
CHENEY, George; CHRISTENSEN, Lars. Public relations as contested terrain: a critical response. In: HEATH, Robert. (ed.). Handbook of public relations. Thousand Oaks: Sage, 2001. p. 167-182.
DEMETRIOUS, Kristin. Public relations, activism and social change: speaking up. New York: Routledge, 2013.
EWEN, Stuart. PR! A social history of spin. New York: Basic Books, 1996.
GRUNIG, James (ed.). Excellence in public relations and communication management. Hillsdale: Lawrence Erlbaum, 1992.
GRUNIG, James. Two-way symmetrical public relations: past, present, and future. In: HEATH, Robert. (ed.). Handbook of public relations. Thousand Oaks: Sage, 2001. p. 11-29.
GRUNIG, James. Furnishing the edifice: ongoing research on Public Relations as a strategic management function. Journal of Public Relations Research, London, v. 18, n. 2, p. 151-176, 2006.
GRUNIG, James; HUNT, Todd. Managing public relations. New York: Holt; Rinehart & Winston, 1984.
GRUNIG, Larissa; GRUNIG, James; DOZIER, David. Excellent Public Relations and effective organizations. Mahwah: Lawrence Erlbaum, 2002.
HABERMAS, Jürgen. Mudança estrutural da esfera pública: investigações quanto a uma categoria da sociedade burguesa. Rio de Janeiro: Tempo Brasileiro, 1984.
HENRIQUES, Márcio. Relações Públicas: o futuro da atividade é o futuro da profissão? Organicom, São Paulo, v. 6, n. 10-11, p. 128-133, 2009.
HENRIQUES, Márcio; SILVA, Daniel. Organizaciones privadas bajo vigilancia de los públicos: mecanismos de observación civil y cambios en las condiciones de publicidad. In: MATILLA, Kathy (coord.). Casos de estudio de relaciones públicas: espacios de diálogo e impacto mediático. Barcelona: Oberta UOC Publishing, 2016. p. 215-261.
HERMAN, Edward S.; CHOMSKY, Noam. Manufacturing consent: the political economy of the mass media. London: Bodley Head, 2008.
KUNSCH, Margarida. Relações públicas e modernidade: novos paradigmas na comunicação organizacional. São Paulo: Summus Editorial, 1997.
L’ETANG, Jacquie. Public relations and rhetoric. In: L’ETANG, Jacquie.; PIECZKA, Magda. (ed.). Critical perspectives in Public Relations. London: International Thompson Business Press, 1996. p. 106-123.
L’ETANG, Jacquie. The myth of the “ethical guardian”: an examination of its origins, potency and illusions. Journal of Communication Management, Bingley, v. 8, n. 1, p. 53-67, 2004.
L’ETANG, Jacquie. Public Relations: a discipline in transformation. Sociology Compass, [s. l.], v. 7, n. 10, p. 799-817, 2013.
L’ETANG, Jacquie; PIECZKA, Magda (ed.). Critical perspectives in public relations. London: International Thomson Business Press, 1996.
L’ETANG, Jacquie; PIECZKA, Magda (ed.). Public relations, critical perspectives and contemporary practice. Mahwah: Lawrence Erlbaum Associates, 2006.
LEICHTY, Greg; SPRINGSTON, Jeff. Reconsidering Public Relations models. Public Relations Review, [s. l.], v. 19, n. 4, p. 327-339, 1993.
MCKIE, David. Shifting paradigms: Public Relations beyond rats, stats and 1950s science. Australian Journal of Communication, Melbourne, v. 24, n. 2, p. 81-96, 1997.
MCKIE, David. Updating Public Relations: “new science”, research paradigms, and uneven developments. In: HEATH, Robert. (ed.). Handbook of Public Relations. London: Sage, 2001. p. 75-91.
MCKIE, David; MUNSHI, Debashish. Reconfiguring public relations: ecology, equity and enterprise. London: Routledge, 2007.
MOLONEY, Kevin. Rethinking Public Relations: the spin and the substance. New York: Routledge, 2000.
MOLONEY, Kevin. Rethinking Public Relations: PR propaganda and democracy. New York: Routledge, 2006.
PIECZKA, Magda. Paradigms, systems theory and public relations. In: L’ETANG, Jacquie; PIECZKA, Magda (ed.). Critical perspectives in Public Relations. London: International Thomson Business Press, 1996. p. 333-358.
RAMPTON, Sheldon; STAUBER, John. Trust us, we’re experts! New York: Penguin Putnam, 2002.
ROPER, Juliet. Symmetrical communication: Excellent Public Relations or a strategy for hegemony? Journal of Public Relations Research, London, v. 17, n. 1, p. 69-86, 2005.
SALLOT Lynne et al. From aardvark to zebra: a new millennium analysis of theory development in Public Relations academic journals. Journal of Public Relations Research, London, v. 15, n. 1, p. 27-90, 2003.
SILVA, Daniel. Entre o ethos e a reputação: uma análise de representações midiáticas sobre Relações Públicas. 2011. Monografia (Bacharelado em Comunicação Social) – Universidade Federal de Minas Gerais, Belo Horizonte, 2011.
SILVA, Daniel. Astroturfing: lógicas e dinâmicas de manifestações de públicos simulados. Belo Horizonte: UFMG, 2015.
STAUBER, John; RAMPTON, Sheldon. Toxic sludge is good for you: lies, damn lies, and the PR industry. Monroe: Common Courage Press, 1995.
TEDLOW, Richard. Keeping the corporate image. Connecticut: JAI Press, 1979.
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2018-11-29
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A submissão implica a cessão de direitos da primeira publicação à revista Organicom, sem pagamento. Os autores podem estabelecer por separado acordos adicionais para a distribuição não exclusiva de versão da obra publicada na revista (como colocar em um repositório institucional ou publicar um livro), com o devido reconhecimento de sua publicação inicial na revista Organicom.
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SILVA, Daniel Reis. Fraturas na Excelência: o apagamento das ambiguidades das Relações Públicas. Organicom, São Paulo, Brasil, v. 15, n. 29, p. 112–122, 2018. DOI: 10.11606/issn.2238-2593.organicom.2018.150470. Disponível em: https://www.revistas.usp.br/organicom/article/view/150470.. Acesso em: 11 out. 2024.
