Public relations and neo-institutional theory
Public relations and neo-institutional theory
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公共关系与新制度理论
DOI：
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发表时间：
2013
期刊：
影响因子：
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通讯作者：
S. Wehmeier
中科院分区：
文献类型：
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作者：
Magnus Fredriksson;J. Pallas;S. Wehmeier
本文介绍了一个关于公共关系和新制度理论的特别部分，我们试图通过使用新制度理论来描述，解释和理解实践的活动，过程和动态来丰富公共关系的研究。通过这一点，我们打开了一个更广泛的了解公共关系，其先决条件，其性能和其后果塑造社会。本文首先讨论了新制度理论传统中的早期工作，其中大量关注的是制度的治理机制以及它们如何控制行为者的行为。一种导致一些根本性挑战的观点，其中主要的反对意见是新制度研究者归因于制度的过度决定论。认真对待这些目标，我们遵循最近的发展，并提出了三个研究流-机构逻辑，翻译和机构工作-机构被赋予更深刻的作用。我们主张如何就业的逻辑可以帮助我们获得更深刻的理解公共关系和沟通作为一种制度的做法;公共关系如何作为一个载体和翻译机构的功能;以及公共关系是如何被用来挑战和重新塑造的基础上，社会行动者相互作用。我们认为，公共关系可以被分析为一种制度化的实践，具有一定的治理机制，包括理所当然的活动，规则，规范和理念。新制度视角的一个论点是，它在理解组织、机构和社会方面赋予了沟通的重要性。另一个论点是最近的发展，公共关系和其他形式的组织沟通已被审查为组织的一个主要方面，在一些更深刻的作品中，新制度理论家。
The article introduces a special section on public relations and neo-institutional theory where we seek to enrich research on public relations by using neo-institutional theory to describe, explain and understand the activities, processes and dynamics of the practice. By this we open up for a wider understanding of public relations, its preconditions, its performances and its consequences for shaping the social. The article starts with a discussion on earlier work in the tradition of neo-institutional theory where a lot of attention was paid to the governing mechanisms of institutions and how they control the behavior of actors. A perspective leading to some fundamental challenges where the primary objection was the over-determinism neo-institutional researchers ascribed to institutions. Taking these objectives seriously we follow more recent developments and present three streams of research – institutional logics, translation and institutional work – where agency is given a more profound role. We argue for how an employment of the logic can help us gain a more insightful understanding of public relations and communication as an institutional practice; how public relations functions as a carrier and translator of institutions; and how public relations is used to challenge and re-shape the foundations on which social actors interact with each other. We argue that public relations could be analyzed as an institutionalized practice with certain set of governing mechanisms including taken-for-granted activities, rules, norms and ideas. One argument for a neo-institutional perspective is the importance it gives communication in the understanding of organizations, institutions and society. Another argument is recent developments where public relations and other forms of organizational communication have been examined as a major dimension of organizing in some of the more profound works among neo-institutional theorists.