A Cultural Approach to Public Relations Research: An Extension of Hofstedes Variables to Grunigs Models of Public Relations.Report as inadecuate




A Cultural Approach to Public Relations Research: An Extension of Hofstedes Variables to Grunigs Models of Public Relations. - Download this document for free, or read online. Document in PDF available to download.





A pilot study internationalized an existing set of four models of public relations and field tested an instrument that represents a cultural approach to public relations practice. The instrument is based on a combination and extension of G. Hofstede's views of culture as mental programs comprised of values about power, distance, uncertainty avoidance, masculinity-femininity, and individualism-collectivism, and J. E. Grunig's four models of public relations practice based on the direction and purpose of communication behavior. Subjects, 94 of 134 active public relations practitioners and researchers in an urban midwestern city, completed the instrument which reflected cultural variables, models of public relations, and demographic information. Results indicated that: (1) power distance correlated with both of the one way models of public relations, press agentry and public information; (2) Hofstede's uncertainty avoidance dimension correlated with the public information model only; (3) the separated index of femininity correlated with both the two-way asymmetrical and two-way symmetrical models; and (4) both individualism and collectivism correlated with each of the two way models. Future research should continue to administer and refine the model with data from outside the continental United States. (Contains 27 references.) (RS)

Descriptors: Cultural Context, Cultural Influences, Global Approach, Higher Education, Models, Pilot Projects, Public Relations, World Views











Author: Vasquez, Gabriel M.; Taylor, Maureen

Source: https://eric.ed.gov/?q=a&ft=on&ff1=dtySince_1992&pg=10695&id=ED378629







Related documents