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dc.contributor.authorSchoenberger-Orgad, Michèle Anne
dc.date.accessioned2011-08-23T23:31:46Z
dc.date.available2011-08-23T23:31:46Z
dc.date.issued2011
dc.identifier.citationSchoenberger-Orgad, M. (2011). NATO's strategic communication as international public relations: The PR practitioner and the challenge of culture in the case of Kosovo. Public Relations Review, available online 18 July 2011.en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/5617
dc.description.abstractThe role of supranational organizations is changing as they are becoming more involved in, responding to, and finding solutions for, many different events occurring in our world. This article discusses one such organization, the North Atlantic Treaty Organization (NATO) and its public relations strategies during its military campaign in Kosovo in 1999. The circuit of culture model provides the basis for a discussion of the public relations practitioner as cultural intermediary, and aligns the model with the method of critical discourse analysis to examine the public relations strategies used by NATO during this campaign. The article contends that the charismatic skill of the NATO spokesperson played an important role in establishing the organization as a humanitarian military powerhouse through discursive positioning of the organization acting in the interests of the international community. By doing so and, at the same time, NATO legitimized its own continuation as a viable supranational organization for the 21st century.en_NZ
dc.language.isoen
dc.publisherElsevieren_NZ
dc.relation.urihttp://www.sciencedirect.com/science/article/pii/S0363811111000737en_NZ
dc.subjectcircuit of cultureen_NZ
dc.subjectcritical discourse analysisen_NZ
dc.subjectcultural intermediaryen_NZ
dc.subjectsupranational organizationen_NZ
dc.titleNATO's strategic communication as international public relations: The PR practitioner and the challenge of culture in the case of Kosovoen_NZ
dc.typeJournal Articleen_NZ
dc.identifier.doi10.1016/j.pubrev.2011.06.003en_NZ
dc.relation.isPartOfPublic Relations Reviewen_NZ
pubs.begin-page376en_NZ
pubs.elements-id36122
pubs.end-page383en_NZ
pubs.issue4en_NZ
pubs.volume37en_NZ


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