Abstract
Although the global expansion of the public relations industry is widely acknowledged, little research-based evidence exists about what globalization means to practitioners. This study examines how US-based practitioners are discursively framing the meaning of globalization within their own interpretive community. It analyzes all the articles on globalization that appeared in the first decade of this century in the US trade publication The PR Strategist. The main purpose of this discourse analysis was to unpack the ideological underpinnings of practitioner views to discuss the critical implications of the same for the profession. Findings indicate that although practitioners stress the need to be sensitive to issues of cultural diversity and avoid cultural imperialism in the profession, the overall interpretation of globalization is limited to a neoliberal economistic perspective, rather than geared toward genuine critique and creative alternatives.
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