By H. Mock, J. I. Royce, R. F. M. Lubbers, L. Moachon, B. Ogbuagu, T. Gastaut (auth.), E. Denig, A. van der Meiden (eds.)
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Extra resources for A Geography of Public Relations Trends: Selected Proceedings of the 10th Public Relations World Congress “Between People and Power”, Amsterdam 3 – 7 June 1985
And I would suggest that in this area the public relations profession, at its best,can teachall of us a greatdeal. Allow me now to touch on the third of the challenges I mentioned and that is the trend toward specialization. " And then we work up a wholelife style pertaining to that smallcomer of the world, withits own jargon, its own rituals, its own values, its own priorities - a comfortable worldin whicheach of us can feelsomesenseof control without having to worryabout the other 98% of the worldwhich passes us by.
Will there be more for those who already have all the facilities, the knowledge of where to go, what to do, etc? Will we see the further development of information/power elites? NB Several of these questions, of course, may be asked both withinany single country, and between different countries. 11 What about the question of dependency? Will the technologies be introduced internationally in such a way that Third World countries become increasingly dependent on major international forces? 12 Willthe innovations, andthemedia operations generally, impede or facilitate the development of a national identity andnational culture andlanguage?
The limitations of the models of the communication process which, occasionally explicitly but usually implicitly, seem to guide much of our thinking in communication research have already been mentioned. These shortcomings are particularly marked in approaches to the study on influence of effects, and although this is not the place for a detailedexamination of this important question, there are some points that must be made. Often, in attempts to study the impact or effectiveness of, say, a campaign or programme to put across a certainmessage, the evaluation is basedon such criteriaas verbal responses to questionnaires or interview schedules administered some time after transmission or exposure.