Neo-PR

Caldiero, Christopher

doi:10.3726/978-1-4539-1660-5

Postmodern Culture and Public Relations: An Analysis through Campaigns

Özoran

¹

2021

Anadolu Üniversitesi Sosyal Bilimler Dergisi

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Despite the diversity of paradigms in the field of public relations, it is evident that the dominant paradigm in the field is the functional paradigm, which defines public relations as a "management function". It leads to the ignorance of "cultural function" of public relations and becomes an obstacle to the development of the field. By establishing a relationship between public relations and culture, this article addresses public relations as a "cultural intermediary" profession that is influenced by the postmodern culture and (re)produces postmodern culture.In the article, three public relations campaigns determined by purposive sampling were analyzed using critical discourse analysis within the framework of multiple case analysis. How postmodern cultural features do public relations campaigns (re)produce; how they (re)produced the postmodern understanding of consumption, whether they reproduce the concepts of polyphony, equality and freedom by deconstructing modernity was analyzed. As a result, it is found that campaigns re(produce) the individualization, modular identity, spectacle, and simulation features of the postmodern culture of the campaigns and, the postmodern understanding of consumption by attributing "new meanings" to organizations and products. At the same time, it is found that they do not ensure polyphony, equality, and freedom by deconstructing modernity and resisting metanarratives, but rather "pretends" to reproduce them.

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Postmodern Discourse in Digital Advertising

Yakin

¹

2022

Research Anthology on Social Media Advertising and Building Consumer Relationships

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In the postmodern world, ads try to establish an emotional bond between the consumer and the storytelling instead of a classic “Buy it!” expression. One of the most used methods of storytelling in terms of advertising in social media is viral advertising. Viral advertising makes an effort to attract attention to the brand in social media, sometimes by showing the brand, sometimes with an implicit expression. In this study, the process of advertising taking place in the digitalized world and the transition from modern marketing to postmodern marketing will be examined. In the case of “Deneysel bankacılık,” the use of postmodern marketing in digital advertising will be evaluated.

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Postmodern Discourse in Digital Advertising

Yakin

¹

2021

Handbook of Research on New Media Applications in Public Relations and Advertising

0

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In the postmodern world, ads try to establish an emotional bond between the consumer and the storytelling instead of a classic “Buy it!” expression. One of the most used methods of storytelling in terms of advertising in social media is viral advertising. Viral advertising makes an effort to attract attention to the brand in social media, sometimes by showing the brand, sometimes with an implicit expression. In this study, the process of advertising taking place in the digitalized world and the transition from modern marketing to postmodern marketing will be examined. In the case of “Deneysel bankacılık,” the use of postmodern marketing in digital advertising will be evaluated.

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Neo-PR

Cited by 3 publications

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Postmodern Culture and Public Relations: An Analysis through Campaigns

Postmodern Culture and Public Relations: An Analysis through Campaigns

Postmodern Discourse in Digital Advertising

Postmodern Discourse in Digital Advertising

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