Rhetorical theory of public relations: opening the door to semiotic and pragmatism approaches

The 2001 Handbook of Public Relations edited by Robert Heath contains a prominent article advocating the use of rhetorical theory or ‘rhetorical enactment rational’ as a fruitful way of advancing theoretical understandings of public relations. In 2004 Heath and Dan Millar edited: Responding to Crisis: A Rhetorical Approach to Crisis Communication. These are the latest excursions into a perspective on public relations reflecting the extensive study of rhetoric in North America. Other examples are Public Relations Inquiry as Rhetorical Criticism (Elwood, 1995); Rhetorical and Critical Approaches to Public Relations (Toth and Heath, 1992); and a chapter Public Relations? No, Relations with Publics: A Rhetorical-Organisational Approach to Contemporary Corporate Communication (Cheney and Dionisopoulos, in Botan and Hazleton (Eds.) 1989).

The conventional notion of rhetoric is argumentation and persuasion stemming from the ancient Greek sophists, such as Aristotle, and from the Romans, particularly Cicero and Quintillion. Rhetoric became a fundamental plank of the trivium of ancient and medieval education: grammar, logic and rhetoric. Then in the 20th century Kenneth Burke, Stephen Toulmin and Chaim Perelman with Lucie Olbrechts-Tyteca extended Aristotle’s suggestion that: “Rhetoric is the counterpart of dialectic” Aristotle (trans. 1991). To use the rhetorical approach to argue that rational discourse cannot describe the world on its own. Instead living, enculturated human beings have to perceive ‘their’ truths. They take a perceptual ‘position’ on reason.

Public relations, is an industry for influencing perceptual ‘positions’. But the study of perception and attempts to influence perception cannot be claimed by rhetorical scholars alone. Semioticians and linguists who take the perspective of linguistic pragmatics also claim this field. This paper takes the example of ‘public relations’ as a focus for the confluence of rhetorical, semiotic and pragmatism approaches to the ‘problematic’ of understanding and truth.

Organization, decoration

While organizational decoration has been of interest to those who study organizational artefacts, we suggest four ways in which decoration is worthy of fuller attention in organizational studies. First, decoration, ornament and embellishment are not only what we see, but also what we do as managers, consultants, writers and designers of both physical and project spaces. Second, and drawing on the art/craft debate, we note that decoration occupies contested and even liminal aesthetic position and that ‘decorative art’ lies betwixt and between fine art and craft. Neither fully accepted nor fully marginalized, decoration is ‘only applied’ and embodies shifting tensions between form and function. Third, we review the particular negotiations of these tensions at the Bauhaus, a controversial and highly influential aesthetic organization in early 20th century Germany. Fourth, we suggest that decoration, like disorganization, provides a source of complication for organizational studies that are neither pure nor parsimonious.

Being a female PE teacher in an all-boys' school

The relationship between physical education (PE) and masculinity has been widely considered.  Since its inception in the Australian school curriculum around the turn of the 20th Century, PE has a history of privileging the so-called masculine desires to be active and compete.  In the contemporary climate where the educational performance of boys has become a considerable source of social anxiety, the literature points to factors such as a lack of male role models, the feminisation of curriculum and the lack of 'boy friendly' pedagogies as key factors.  This backdrop poses some interesting questions about the contributions that female PE teachers make to the development of contemporary masculinity.  Drawing on a narrative research methodology, this research set out to explore the experiences of female PE teachers working on all-boys' schools.

Transference in the nurse-patient relationship

The therapeutic relationship has been considered foundational to psychiatric nursing practice since at least the mid-20th century. However, this does not, in itself, guarantee either its continuity or relevance to current practice. Concepts such as the therapeutic relationship require sustained attention, both in theory and in practice, to illustrate ongoing relevance to the discipline. This paper addresses the therapeutic relationship in psychiatric nursing via aspects of psychoanalytic theory, particularly the notion of transference, as theorized by both Freud and Lacan. Two case fragments provide practice material, through which transference in the nurse–patient relationship is explored. The nurse, in the context of his/her relationship with the patient, a sick stranger, offers both a listening and the potential development of transference. This transference can be experienced, in part, as a form of attachment to the nurse, one that is not regarded pejoratively as dependency. There is the potential, within the nurse–patient relationship, for a psychical holding to develop, one from within which both the patient can speak and transference might arise. It is argued that listening to the patient has the potential to assist the patient and, with the development of transference, can provide the context for important work.

Persuasions

A collection of writings shared at readings in Melbourne or Geelong including the 2000 DLS Writers' Weekend held on the Geelong Campus of Deakin University.

In disguise : sublime visitations

A collection of writings shared at readings in Melbourne or Geelong.

Multiculturalism in Asia

This book explores the different ways that issues of ethnocultural diversity are conceptualised and debated in South and East Asia. It looks at the legacies of precolonial and colonial traditions for managing diversity, their reinterpretation under postcolonial independence and globalisation, and their relationship to Western liberal models of multiculturalism and emerging international norms of human and minority rights. It shows that political actors draw on a range of intellectual resources and traditions when thinking through these questions. Appeals to international human rights instruments and Western policies of multiculturalism are interspersed with appeals to local traditions, national mythologies, regional practices, and religious doctrines. An attempt to understand these debates or contribute to them requires an understanding of the complex interaction between the different ways of conceptualising diversity and citizenship.

Emotion, reason and tradition : essays on the social, poltical and economic thought of Michael Polanyi

This collection of essays demonstrates the continuing importance of the work of Michael Polanyi for the understanding, not only of the great events of the 20th century, but also of the problems that face us in the 21st century. Polanyi moved liberalism away from a negative, sceptical and rationalist basis towards an acceptance of trust, tradition and faith in transcendent values. His conception of the free society is not one merely of doing as one pleases nor vacuously 'open', but one of individual and communal self-dedication to those values and ideals.These essays, authored by a distinguished international and interdisciplinary panel of invited contributors, examine Polanyi's specific insights in the theory of knowledge, the nature and source of social order and the philosophy of economics and science and draw relevant comparisons between Polanyi and related thinkers such as Popper, Hayek and Mises. This book shows the sources of Polanyi's ideas and his distinctive contribution to philosophy generally, to social and political thought and to economics.

Theories of international relations

This collection of essays demonstrates the continuing importance of the work of Michael Polanyi for the understanding, not only of the great events of the 20th century, but also of the problems that face us in the 21st century. Polanyi moved liberalism away from a negative, sceptical and rationalist basis towards an acceptance of trust, tradition and faith in transcendent values. His conception of the free society is not one merely of doing as one pleases nor vacuously 'open', but one of individual and communal self-dedication to those values and ideals.These essays, authored by a distinguished international and interdisciplinary panel of invited contributors, examine Polanyi's specific insights in the theory of knowledge, the nature and source of social order and the philosophy of economics and science and draw relevant comparisons between Polanyi and related thinkers such as Popper, Hayek and Mises. This book shows the sources of Polanyi's ideas and his distinctive contribution to philosophy generally, to social and political thought and to economics.

John Howard, Australian conservative

John Howard was the first elected Australian prime minister to identify himself as a conservative; he claimed to be a liberal in economic policy and a conservative in social policy.