Public relations and dissent: anti-racism digital advocacy Portuguese case study
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/37323 |
Resumo: | Social media platforms are being used to shift the balance of power, functioning as tools of resistance for activist publics on social justice issues. This article uses a postmodern approach to public relations with the purpose of clarifying the role of dissensus in social media contexts, connecting it to the principles of the ethics of care that promote dialogue but not necessarily with the aim of achieving consensus. Scholars and practitioners can claim a broader role for public relations in society by considering and analyzing conflicting perspectives in digital communication as a way to engage with activist struggles in social justice and human rights causes. By applying critical discourse analysis (CDA) to a case study that articulates interdisciplinary concepts, this research analyzes the first national weekly Portuguese newspaper Expresso support for the anti-racist cause through its promotion of a manifesto and a Facebook post against racist intimidation. In a contemporary society characterized by fragmentation, taking a public stance on important social and political issues, as in the case analyzed, demands moving beyond consensus-driven communication. The data confirm that social media platforms are not necessarily dialogic spaces and that conflicting communicative perspectives may be a useful way to analyze social change in public relations theory and practice. By taking a public stand against racist intimidation, assuming the possible alienation of specific publics -and "Facebook bullying"- this private newspaper also demonstrated the practical application of the assumptions of the ethics of care. |
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Public relations and dissent: anti-racism digital advocacy Portuguese case studyPublic relationsCommunicationAdvocacyDigitalDissensusSocial media platforms are being used to shift the balance of power, functioning as tools of resistance for activist publics on social justice issues. This article uses a postmodern approach to public relations with the purpose of clarifying the role of dissensus in social media contexts, connecting it to the principles of the ethics of care that promote dialogue but not necessarily with the aim of achieving consensus. Scholars and practitioners can claim a broader role for public relations in society by considering and analyzing conflicting perspectives in digital communication as a way to engage with activist struggles in social justice and human rights causes. By applying critical discourse analysis (CDA) to a case study that articulates interdisciplinary concepts, this research analyzes the first national weekly Portuguese newspaper Expresso support for the anti-racist cause through its promotion of a manifesto and a Facebook post against racist intimidation. In a contemporary society characterized by fragmentation, taking a public stance on important social and political issues, as in the case analyzed, demands moving beyond consensus-driven communication. The data confirm that social media platforms are not necessarily dialogic spaces and that conflicting communicative perspectives may be a useful way to analyze social change in public relations theory and practice. By taking a public stand against racist intimidation, assuming the possible alienation of specific publics -and "Facebook bullying"- this private newspaper also demonstrated the practical application of the assumptions of the ethics of care.Veritati - Repositório Institucional da Universidade Católica PortuguesaMüller, Naíde2022-04-19T09:28:38Z2022-04-012022-04-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/37323eng2183-738410.15581/003.35.2.19-3585127539516000777663900002info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-16T01:43:29Zoai:repositorio.ucp.pt:10400.14/37323Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:30:24.140929Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Public relations and dissent: anti-racism digital advocacy Portuguese case study |
title |
Public relations and dissent: anti-racism digital advocacy Portuguese case study |
spellingShingle |
Public relations and dissent: anti-racism digital advocacy Portuguese case study Müller, Naíde Public relations Communication Advocacy Digital Dissensus |
title_short |
Public relations and dissent: anti-racism digital advocacy Portuguese case study |
title_full |
Public relations and dissent: anti-racism digital advocacy Portuguese case study |
title_fullStr |
Public relations and dissent: anti-racism digital advocacy Portuguese case study |
title_full_unstemmed |
Public relations and dissent: anti-racism digital advocacy Portuguese case study |
title_sort |
Public relations and dissent: anti-racism digital advocacy Portuguese case study |
author |
Müller, Naíde |
author_facet |
Müller, Naíde |
author_role |
author |
dc.contributor.none.fl_str_mv |
Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Müller, Naíde |
dc.subject.por.fl_str_mv |
Public relations Communication Advocacy Digital Dissensus |
topic |
Public relations Communication Advocacy Digital Dissensus |
description |
Social media platforms are being used to shift the balance of power, functioning as tools of resistance for activist publics on social justice issues. This article uses a postmodern approach to public relations with the purpose of clarifying the role of dissensus in social media contexts, connecting it to the principles of the ethics of care that promote dialogue but not necessarily with the aim of achieving consensus. Scholars and practitioners can claim a broader role for public relations in society by considering and analyzing conflicting perspectives in digital communication as a way to engage with activist struggles in social justice and human rights causes. By applying critical discourse analysis (CDA) to a case study that articulates interdisciplinary concepts, this research analyzes the first national weekly Portuguese newspaper Expresso support for the anti-racist cause through its promotion of a manifesto and a Facebook post against racist intimidation. In a contemporary society characterized by fragmentation, taking a public stance on important social and political issues, as in the case analyzed, demands moving beyond consensus-driven communication. The data confirm that social media platforms are not necessarily dialogic spaces and that conflicting communicative perspectives may be a useful way to analyze social change in public relations theory and practice. By taking a public stand against racist intimidation, assuming the possible alienation of specific publics -and "Facebook bullying"- this private newspaper also demonstrated the practical application of the assumptions of the ethics of care. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-04-19T09:28:38Z 2022-04-01 2022-04-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/37323 |
url |
http://hdl.handle.net/10400.14/37323 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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2183-7384 10.15581/003.35.2.19-35 85127539516 000777663900002 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799132025781747712 |