Abstract
Abstract : Activism conjures diverse emotions and actions. To the activist it’s a means to achieve change, to social structures such as organisations it’s something to fear and manage as a risk. Society is complex and dissensus and resistance evident in everyday life globally and especially in South Africa, which is the context of this study. Activism and public relations used to be seen as opposing forces, with activism seen as forbidden and a threat to organisational reputation and sustainability (Manheim & Holt, 2015.). Public relations can be defined as a ‘meaning making practice in the cultural economy’ (Curtin & Gaither, 2005:97) with the focus on a participatory approach (MacNamara, 2016c:338) and a socio-cultural focus with the evolution of a reflective paradigm (Holmström, 2010). This definition redefines the role of PRPs beyond a functionalist, reactive communication management role to being an activist for reflective and culturally sensitive change (Holtzhausen, 2007; 2012). Thus becoming a counsellor, communicator and relationship developer and maintainer as proposed in the social integration model of PR (MacNamara, 2016c). This study explored the social representation of PR activism in early career South African public relations practitioners and asked the question as to how selected early career PRPs socially represents their roles as PR activists. To answer this question it was important to explore their perceptions of activism and PR activism; assess and investigate their role enactment during stakeholder engagements. The study also assessed the perceived value of these socially represented role enactments in achieving social change. A qualitative research design was followed with participants purposively sampled based on specific criteria. Autoethnography was also use to provide rich data and contribute to a better understanding of PR activism and how it influence public relations practice in South Africa. The study proposes a theoretical framework for a symbolic intermediation role of PRPs. The role includes constructs such as the PRP as reflective activist and stakeholder activists as partners. A process of symbolic intermediation includes meaning making through anchoring, objectification and specialised knowledge within a poly-contextual, postmodern environment. Symbolic intermediation redefines activism as a symbol of hope and driven by co-developed solutions, based in relational contexts where meaning is co-constructed. An inclusive, reflective view, which is sensitive to other voices aiming for purposeful communication actions which enable meaningful decisions in a socially represented context
D.Litt. et Phil. (Communication Studies)