Die ontwikkeling van 'n Christelike visie op skakelwerk in 'n postmodernistiese era
Abstract
This thesis explores the value dimension of public relations and offers a Christian vision on the theory and practice of the profession. It is done in view of the biblical notion that God calls his children to be faithful in all spheres of life and against the background of the history of public relations and the present post-modern context. In view of an extensive literary review, it is concluded that public relations underwent marked developments through the years due to changing political, social, cultural and technological realities. As such this development has been intertwined with the broader context within which public relations practitioners had to function. This is also true of the present post-modern context, which rejects universal norms and embraces, inter alia, superficiality and relativism. It is argued that a market-driven environment with its strong focus on marketing and profits holds a serious threat to a value-driven public relations profession. In order to address this problem, the thesis examines the biblically informed views on communication held by Charles Veenstra and Calvyn (P.G.) Snyman. It is concurred with Veenstra that communication as such has an ethical dimension, because it is a mutually influencing process. He formulates an over-arching principle that God must be honoured in all communication. From this principle he derives other basic principles, namely that people using communication should have a high view of communication , they must recognise the direction of people's lives (because communication can influence that direction) and have full respect for others. Snyman's view of a loving caring for persons (liefdevolle persoonsbehartiging) adds another dimension which is deemed useful in
formulating points of departure for a Christian vision on public relations. The work of James Grunig and other leading public relations theorists are furthermore examined. It is concluded that the two-way symmetrical model suggested by Grunig fits well with a Christian approach to communication in general and public relations in particular. Likewise the idealistic social role and functional role of problem-solving facilitator are regarded as valuable points of departure for Christians who strive to practice public relations consistent with their faith. This can be summarised as a process facilitating a loving caring for all other people, i.e. members of internal or external publics. In conclusion it is argued that this approach is applicable in a typical four-phase public relations problem-solving process. It is pointed out that values underpin all facets of public relations problem solving, including the formulation of communication objectives and the use of different communication media.
It is accepted that this ethical, value-driven approach is perhaps not possible to implement in all situations or at all levels, but can be at least be applied at micro level. As such it may well impact on meso- and macro levels. In final analysis this approach is de-ontological, i.e. duty driven, and is offered as a contribution to a God-given calling and an ongoing discussion.
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