Marketing, Public Relations and Journalism – Enemies or Partners?
, Vol.1
, First Issue
PP:9 - 21
Authors:
Prof. Dr. Thomas A. Bauer-Professor of Mass Communication ,Mass Communication,Mass Communication Faculty,University of Vienna
Abstract:
Any society organizing itself and its development is structurally dependingfrom its communication system and culturally from its communication quality. Or even better to say: a society is, what its communication structure is like and means what its quality of sociability is like (Bauer 2011: 499). In a media-organized society the communication structure – that means at least attention, traffic, connections, topics etc. - follows the technical and aesthetical logics, the attractions, the facilities and possibilities but also the limitations of communication through its mediatized character. In any case, though it is often said that media reduces the complexity of societal communication (Luhmann 1968), on the other hand also it also gets evident that in a media environment the society and its self-interpretation becomes more complex through this mode of communication- and interaction structure - in manifold perspectives: the increasing amount of information, the variety of aspects, evaluations, opinions and options coming up to public sphere overdrive the capacities of processing of social communication. In order to feel or to realize oneself responsibly as a relevant part or partner within a communication process, one must overlook its social space (frame), its relational structures, its options of meaning and relevance and last but not least its contingence of sense. The reference to a culturally defined social framework might help to come clear with orientation.
Key Words:
Marketing, Public Relations, Journalism.
Research Language:
English
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