1. bookVolumen 8 (2022): Heft 1 (January 2022)
Zeitschriftendaten
License
Format
Zeitschrift
eISSN
2450-7563
Erstveröffentlichung
16 Apr 2015
Erscheinungsweise
2 Hefte pro Jahr
Sprachen
Englisch
access type Uneingeschränkter Zugang

Functions of Visual Public Relations. On Visual Meaning-Making in PR Practice

Online veröffentlicht: 06 Jun 2022
Volumen & Heft: Volumen 8 (2022) - Heft 1 (January 2022)
Seitenbereich: 21 - 28
Zeitschriftendaten
License
Format
Zeitschrift
eISSN
2450-7563
Erstveröffentlichung
16 Apr 2015
Erscheinungsweise
2 Hefte pro Jahr
Sprachen
Englisch
Abstract

The paper presents the functions of public relations from visual communication standpoint. The argument for iconic turn application into public relations theory is provided. Next, the paper describes three main functions of images in PR: informative, persuasive and aesthetic. The essay is a theoretical realisation of socio-cultural paradigm in a public relations theory. Contemporary public’s interactions with visuals are dynamic. The constructivist approach stresses the role of knowledge in perception and therefore it is against the simplistic nativist approach to perceptual activity. It allows recipients’ behaviour to be generally appropriate also to non-sensed object characteristics. The publics remaining in the dialogue with an organization, learn specific aesthetics and perceive specific institutional visual stimuli. The paper indicates the need for interdisciplinary research in both visual and organizational communication domains. Such application of PR encompasses constant researching, conducting and evaluating communication programs to achieve the informed public understanding necessary to the success of an organization’s aims.

AIELLO, G., & PARRY, K. (2020). Visual Communication. Understanding Images in Media Culture. London: Routledge Search in Google Scholar

ARNHEIM, R. (1977). The Dynamics of Architectural Form. Berkeley: University of California Press. Search in Google Scholar

BECKER, K. (2017). Where is Visual Culture in Contemporary Theories of Media and Communication? Nordicom Review, 27(1-2), 149-157. https://doi.org/10.1515/nor-2017-027810.1515/nor-2017-0278 Search in Google Scholar

BERGSTRÖM, T., & BÄCKMAN, L. (2013). Marketing and PR in Social Media: How the utilization of Instagram builds and maintains customer relationships. Stockholm: DIVA. Search in Google Scholar

BERLEANT, A. (1994). The Critical Aesthetics of Disney World. Journal of Applied Philosophy 11(2), 171-180. https://doi.org/10.1111/j.1468-5930.1994.tb00106.x10.1111/j.1468-5930.1994.tb00106.x Search in Google Scholar

BOXENBAUM, E., JONES, C., MEYER, R.E., & SVEJENOVA, S. (2018). Towards an Articulation of the Material and Visual Turn in Organization Studies. Organization Studies, 39(5-6), 597-616. https://doi. org/10.1177/017084061877261110.1177/0170840618772611 Search in Google Scholar

CAPLE, H., & KNOX, J.S. (2015). A framework for the multimodal analysis of online news galleries. Social Semiotics, 25(3), 292–321. https://doi.org/10.1177/017084061877261110.1177/0170840618772611 Search in Google Scholar

COLLISTER, S., & ROBERTS-BOWMAN, S. (2018). Visual Public Relations: Strategic Communication Beyond Text. London: Routledge.10.4324/9781315160290 Search in Google Scholar

CRAIG, R. (2020). Models of Communication In and As Metadiscourse. In M. Bergman, K. Kirtiklis, & J. Siebers (Eds.), Models of Communication. Theoretical and Philosophical Approaches (pp. 28-44). London: Routledge. Search in Google Scholar

DHANESH, G. (2017). Putting engagement in its PRoper place: State of the field, definition and model of engagement in public relations. Public Relations Review, 47 (5), 925-933. https://doi.org/10.1016/j.pubrev.2017.04.00110.1016/j.pubrev.2017.04.001 Search in Google Scholar

DHANESH, G.S., & RAHMAN, N. (2021). Visual communication and public relations: Visual frame building strategies in war and conflict stories. Public Relations Review 47,1-11. https://doi.org/10.1016/j.pubrev.2020.10200310.1016/j.pubrev.2020.102003 Search in Google Scholar

DIJKSTERHUIS, A., & BARGH, J.A. (2001). The perception-behaviour expressway: Automatic effects of social perception on social behaviour. Advances in Experimental Social Psychology, 33, 1-40. https://doi.org/10.1016/S0065-2601(01)80003-410.1016/S0065-2601(01)80003-4 Search in Google Scholar

EDWARDS, L. (2018). Understanding Public Relations: Theory, Culture and Society. London: Sage. Search in Google Scholar

EDWARDS L., & HODGES C.E.M. (2011). Introduction: implications of a radical sociocultural ‘turn’ in public relations scholarship. In L. Edwards & C.E.M. Hodges (Eds.), Public Relations, Society and Culture: Theoretical and Empirical Explorations. London: Routledge. Search in Google Scholar

ERREA J. (2017). Visual Journalism. Berlin: Gestalten. Search in Google Scholar

FAWKES, J. (2018). The evolution of public relations research - an overview. Communication & Society, 31(4), 159-171. https://doi.org/10.15581/003.31.4.159-171 Search in Google Scholar

FRANCHI, F. (2013). Designing News. Changing the World of Editorial Design and Information Graphics. Berlin: Gestalten. Search in Google Scholar

GORANSSON, K., & FAGERHOML, A.S. (2018). Towards visual strategic communications. An innovative interdisciplinary perspective on visual dimensions within the strategic communications field. Journal of Communication Management, 22(1): 46-66. https://doi.org/10.1108/JCOM-12-2016-009810.1108/JCOM-12-2016-0098 Search in Google Scholar

GRUNIG, J. (2011). Public relations and strategic management: Institutionalizing organization–public relationships in contemporary society. Central European Journal of Communication, 4 (1): 11-31. Search in Google Scholar

HABRAJSKA, H. (2020). Perswazja i manipulacja w komunikacji. Wybrane zagadnienia [Persuasion and manipulation in communication. Selected topics]. Łódź: Wyd. Uniwersytetu Łódzkiego. Search in Google Scholar

HOLSANOVA, J. (2014). In the eye of the beholder: Visual communication from the recipient perspective. In D. Machin (Ed)., Visual Communication. Handbooks of Communication Science 4. Berlin: De Gruyter Mouton. Search in Google Scholar

IHLEN, Ø., & FREDRIKSSON, M. (2018). Public Relations and Social Theory. London: Routledge.10.4324/9781315271231 Search in Google Scholar

KOHRS, K. (2018). Public relations as visual meaning-making. In S. Collister, & S. Roberts-Bowman, Visual Public relations. Strategic communication beyond text (pp. 13-29). London: Routledge. Search in Google Scholar

KRESS, G., & VAN LEEUWEN, T. (1996). Reading images: the grammar of visual design. London: Routledge. Search in Google Scholar

LISOWSKA-MAGDZIARZ, M. (2019). Znaki na uwięzi: od semiologii do semiotyki mediów [Related signs: from semiologu to media semiotics]. Kraków: Księgarnia Akademicka.10.12797/9788381381178 Search in Google Scholar

LEAVER, T., HIGHFIELD, T., & ABIDIN, C. (2020). Instagram: Visual Social Media Cultures. Cambridge, Oxford, Boston, New York: Polity Press. Search in Google Scholar

LYPOVETSKY, G. (2004). Hypermodern times. London, New York: Wiley. Search in Google Scholar

MARR, D. (2002). Selections from “Vision”. In A. Noë & E. Thompson (Eds). Vision and Mind: Selected Readings in the Philosophy of Perception. Cambridge Massachusetts & London: MIT Press. Search in Google Scholar

MESSARIS, P. (1997). Visual persuasion. The role of images in advertising. London: Sage. Search in Google Scholar

MITCHELL, W. J. (2006). What Do Pictures Want? Chicago: The University of Chicago Press.10.7208/chicago/9780226245904.001.0001 Search in Google Scholar

MIRZOEFF, N. (2016). How to see the world: an introduction to images, from self-portraits to selfies, maps to movies, and more. New York: Basic Books. Search in Google Scholar

PETROVA, P.K., & CIALDINI, R. B. (2008). Evoking the Imagination as a Strategy of Influence, In C. P. Haugtvedt, P. M. Herr, & F. R. Kardes (Eds.), Handbook of Consumer Psychology (pp. 505-523). London: Routledge. Search in Google Scholar

PIECZKA, M. (2010). Public relations as dialogic expertise? Journal of Communication Management 15(2), 108-124. https://doi.org/10.1108/1363254111112634610.1108/13632541111126346 Search in Google Scholar

REIS, A. B., & COELHO, A. F. (2018). Virtual Reality and Journalism. Digital Journalism, 6(8), 1090-1100. https://doi.org/10.1080/21670811.2018.150204610.1080/21670811.2018.1502046 Search in Google Scholar

ROBERTS-BOWMAN, S. (2020). What is public relations? In A. Theaker (Ed), The Public Relations Handbook (pp. 3-25). London: Routledge. Search in Google Scholar

ROVISCO, M., & VENETI, A. (2017). Picturing protest: visuality, visibility and the public sphere. Visual Communication, 16(3), 271-277. https://doi.org/10.1177/147035721770463310.1177/1470357217704633 Search in Google Scholar

SÁNCHEZ LAWS, A. L. (2020). Can Immersive Journalism Enhance Empathy? Digital Journalism, 8(2), 213-228. https://doi.org/10.1080/21670811.2017.138928610.1080/21670811.2017.1389286 Search in Google Scholar

SCHROEDER, J.E. (2004). Visual Consumption in the image economy. In K. Ekström & H. Brembeck (Eds.), Elusive Consumption. Oxford: Berg. Search in Google Scholar

SHELDON, P., & BRYANT, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behaviour, 58(5): 89-97. https://doi.org/10.1016/j.chb.2015.12.05910.1016/j.chb.2015.12.059 Search in Google Scholar

STÖCKL, H., CAPLE, H., & PFLAEGING, J. (2020). Shifts towards Image-centricity in Contemporary Multimodal Practices. London: Routledge.10.4324/9780429487965 Search in Google Scholar

SZYMURA, B., & HORBACZEWSKI, T. (2005), Poznawcze uwarunkowania skuteczności wizualnego przekazu reklamowego [Cognitive determinants of the effectiveness of the visual advertising message]. In M. Kossowska, M. Śmieja & S. Śpiewak, (Eds.) Społeczne ścieżki poznania (pp. 171-182). Sopot: Gdańskie Wydawnictwo Psychologiczne. Search in Google Scholar

TAYLOR, S.S. (2013). What is Organizational Aesthetics? Organizational Aesthetics, 2(1): 30-32. Search in Google Scholar

VAN DER HAAK, B., PARKS, M., & CASTELLS, M. (2012). The Future of Journalism: Networked Journalism. International Journal of Communication, 6: 2923–2938. Search in Google Scholar

VERWEY, S. (2000). Public relations: A new professionalism for a new millennium. Communicare, 19(2), 51–68. Search in Google Scholar

YOUNG, P. (2020). Media relations in the social media age. In A. Theaker (Ed.), The Public Relations Handbook (pp. 211-226). London: Routledge. Search in Google Scholar

WAGEMANS, J., ELDER, J.H., KUBOVY, M., PALMER, S.E,.. PETERSON, M.A., SINGH, M., & VON DER HEYDT, R. (2012). A Century of Gestalt Psychology in Visual Perception. Perceptual Grouping and Figure-Ground Organization. Psychological Bulletin, 138(6): 1172–1217. https://doi.org/doi:10.1037/a002933310.1037/a0029333 Search in Google Scholar

WIESENBERG, M., & VERČIČ D. (2021). The status quo of the visual turn in public relations practice. Communications, 46(2), 229-252. https://doi.org/10.1515/commun-2019-011110.1515/commun-2019-0111 Search in Google Scholar

WASZKIEWICZ-RAVIV, A. (2021). Wizualny PR. Siła obrazów w komunikacji organizacji [Visual PR. The power of images in the communication of an organization]. Warsaw: Warsaw University Press. Search in Google Scholar

ZANTIDES, E. (2017). Visual Metaphors in Communication: Intertextual Semiosis and Déjà Vu in Print Advertising. Romanian Journal Of Communication And Public Relations, 18(3), 65-74. https://doi.org/10.21018/rjcpr.2016.3.21610.21018/rjcpr.2016.3.216 Search in Google Scholar

ZERFASS, A., VERČIČ, D., & WIESENBERG, M. (2016). The dawn of a new golden age for media relations?: How PR professionals interact with the mass media and use new collaboration practices. Public Relations Review, 42(4), 499-508. https://doi.org/10.1016/j.pubrev.2016.03.00510.1016/j.pubrev.2016.03.005 Search in Google Scholar

Empfohlene Artikel von Trend MD

Planen Sie Ihre Fernkonferenz mit Scienceendo