Prospects and risks of digitalization in public relations research: mapping recurrent narratives of a debate in fragmentation (2010–2022)

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2023-11-28 DOI:10.1108/jcom-02-2023-0020
Jannik Kretschmer, Peter Winkler
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Abstract

Purpose

The debate on digitalization in the public relations (PR) literature has fragmented considerably over the past decade because of its focus on upcoming media-technological innovations, required professional skills and management concepts. Yet the field has difficulties in developing an integrative perspective on the implications of digitalization as a broader socio-technological transformation with a balanced consideration of prospects and risks.

Design/methodology/approach

This paper proposes an integrative perspective that focuses more on the enduring imaginaries of how digitalization can transform society for better or worse. It traces the historical roots of five imaginaries of digitalization, which have already emerged over the past century yet have experienced a significant revival and popularization in the current debate. Based on these five imaginaries, the authors performed a narrative literature review of the digitalization debate in 10 leading PR journals from 2010 to 2022.

Findings

The five imaginaries allow for a systematization of the fragmented digitalization debate in the field, reconstructing recurrent narratives, prospects and risks.

Originality/value

The originality of this contribution lies in its reconstructive approach, tracing societal imaginaries of digitalization and their impact on the current disciplinary debate. This approach provides context for a balanced assessment of and engagement with upcoming, increasingly fragmented digital advancements in PR research and practice.

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公共关系研究中的数字化前景与风险:碎片化辩论的反复叙事映射(2010-2022)
在过去的十年里,关于公共关系(PR)文献中数字化的争论已经相当分散,因为它关注的是即将到来的媒体技术创新、所需的专业技能和管理概念。然而,在平衡考虑前景和风险的情况下,该领域很难对数字化作为更广泛的社会技术转型的影响形成一个综合的视角。设计/方法/方法本文提出了一个综合的视角,更多地关注数字化如何使社会变得更好或更坏的持久想象。它追溯了五种数字化想象的历史根源,这五种想象在过去的一个世纪里已经出现,但在当前的辩论中经历了重大的复兴和普及。基于这五个想象,作者对2010年至2022年10家主要公关期刊上的数字化辩论进行了叙事文献回顾。研究结果:这五种想象允许将该领域碎片化的数字化辩论系统化,重建反复出现的叙述、前景和风险。这一贡献的独创性在于它的重建方法,追踪数字化的社会想象及其对当前学科辩论的影响。这种方法为平衡评估和参与公关研究和实践中即将出现的日益分散的数字进步提供了背景。
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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