Rhetorical Enactment of PR

Entering a postmodern condition

Lyotard:

Technological and cultural development

moves us into a new form of postmodern

condition.

Entering a postmodern condition

Holtzhausen:

PR today remains in management

practices based on modernist

principles… and is out-of-step in the

postmodern society.

Postmodernist expectations of PR

Radford:

The knowledge claims of PR work

with a modernist sense of a singular

reality that can be described,

understood and ultimately exploited.

Practitioners must work on the

assumption that human behavior is

the result of rational thought and

irrational drives, and that the

appropriate manipulation of those

faculties will produce responses

desirable to the sender.

Postmodernist expectations of PR

A hybrid model: Framing rhetorical enactment theory in postmodernism

A postmodern-rhetorical enactment of PR

Metanarratives

Participatory Culture

Hyperreality

Metanarratives: Negotiating a shared understanding of meanings

Forging a participatory culture in marketplace relationships

Considering cultural constructs and hyperreality

The hybrid model in action

Metanarratives

Participatory culture

Hyperreality

Going forward

Organizations to rise among metanarratives

Most rewarding relationships are direct participations

Pseudo-realities can lead to community participation