Metaphorical application of the concept ‘paradigm’ to the public relations domain

Abstract

The aim of this conceptual analysis of Kuhn’s paradigm theory was to explore whetherthe concept of paradigm could be applied to the public relations domain—specificallywith regard to concepts such as dominant paradigm, paradigm debate, paradigm struggleand scientific revolution. Based on the findings, the author suggests that the first three models of public relationsare the theory that represents the origins of public relations as a (social) science; thatthe dominant paradigm of normal science practice in public relations is persuasion; andthat alternative paradigms debated are about inter alia professionalism, ethicalperformance, conflict, chaos and pluralism. Furthermore, an important paradigm debateis currently taking place between eminent US scholars (relationships) and Europeanscholars (reflection). However, the real paradigm struggle is seen to be betweenpersuasion and two-way symmetrical communication (regarded by some as a strugglebetween symbolic and behavioural relationships). The author’s conclusion is that publicrelations is currently suffering an identity crisis which could, with a number of alternativeparadigms available, lead to a scientific revolution in the discipline.