@article{heath2006oim,
title = {{Onward Into More Fog: Thoughts on Public Relations' Research Directions}},
author = {R.L. Heath},
journal = {Journal of Public Relations Research},
number = {2},
pages = {93--114},
publisher = {Lawrence Earlbaum},
volume = {18},
year = {2006},
abstract = {Researchers and practitioners are challenged to understand what can
move our study, teaching, and practice (for postmodernism's contributions
to these ends, see Toth, 2002). In this endeavor, our work can productively
rest on systems theory, the rhetorical heritage (including a humanistic
and social scientific interest in persuasion as a way of understanding
how people make decisions and engage in social influence), and premises
espoused by social exchange theory that guide our understanding of
relationships. A rhetorical perspective is vital (or for some, a
European sociological perspective) because we must have a theory-based
systematic way to understand, research, and critique the role of
public relations in forming and responding to ideas - competing and
convergent shared social realities that can broadly be interpreted
as zones of meaning. In public relations, communication is about
something; ideas and meaning count.},
__markedentry = {[afeld]}, timestamp = {2008.04.29}, doi = {10.1207/s1532754xjprr1802_2},
keywords = {PR_theory }
}
::