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      Desolidifying culture: Bauman, liquid theory, and race concerns in public relations

      Xifra, Jordi; McKie, David
      DOI
       10.1080/1062726X.2011.605975
      Link
       www.tandfonline.com
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      Citation
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      Xifra, J. & McKie, D. (2011). Desolidifying culture: Bauman, liquid theory, and race concerns in public relations. Journal of Public Relations Research, 23(4), 397-411.
      Permanent Research Commons link: https://hdl.handle.net/10289/5935
      Abstract
      This article examines approaches to race in public relations and seeks to reframe them through the work of Zygmunt Bauman. After a brief survey of recent race-concerned interventions in the literature, I contend that the mainstream field still tends to avoid anxieties around race in 3 main ways: by considering race from a functionalist business orientation rather than a social equity perspective; by embedding, or freezing, race in relatively static, quantitative, and unemotional conceptualizations of culture and ethnicity; and by acting as if race is no longer an issue in a multicultural, or postrace society. I find these approaches inadequate to the task of comprehending a swift-moving and unsettled present characterized by massive population movements. To improve the field's engagement with the cultural and demographic fluidity of contemporary conditions, especially in relation to race, I open up possibilities for public relations by drawing from Bauman's concept of liquid society and his methodological creativity.
      Date
      2011
      Type
      Journal Article
      Publisher
      Routledge
      Collections
      • Management Papers [1098]
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