The perturbing worldview of chaos: Implications for public relations

Abstract

Public relations theory development and practice have been grounded in the traditional scientific worldview. The question of the validity of this worldview currently is being investigated across academic disciplines, but not in the public relations literature. Instead, the public relations literature is calling for a transformative theory produced under the auspices of the normal precepts of science. It is argued that normal science, which values reproduction and isolation, is not sufficient as a foundation for critical theory development. It is proposed that public relations begin the process of critical research by exploring new key questions, formed from the study of the new science of chaos. The dynamic worldview of chaos emerges in multidisciplinary perspectives and embraces information normal science ignores. It is argued that this paradigm provides a more inclusive and appropriate foundation for public relations theory development and practice than others.