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Public Relations aus neo-institutionalistischer Perspektive

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Handbuch der Public Relations

Zusammenfassung

Seit einiger Zeit erfährt die institutionelle Perspektive in der Public Relations (PR) verstärkte Aufmerksamkeit (Fredriksson et al. 2013). Damit holt die PR nach, was andere Sozialwissenschaften wie die Politikwissenschaft, die Ökonomie und auch die Soziologie im sogenannten » institutional turn «, der institutionellen Wende, bereits vollzogen haben: die Abkehr von reduktionistisch-rationalen Akteursmodellen. Stattdessen werden die gesellschaftliche Einbettung und Konstitution dieser Akteure durch wirkmächtige kulturelle Prägungen und nicht hinterfragbare Annahmen – kurz: Institutionen – zu den zentralen Erklärungsvariablen. Wie » erfolgreich « diese Forschungsperspektive war und ist, zeigt die Organisationsforschung.

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  1. Fakultät Electronic Media, Hochschule der Medien Stuttgart, Nobelstraße 10 (Neubau), 70569, Stuttgart, Deutschland

    Prof. Dr. Swaran Sandhu

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  1. Prof. Dr. Swaran Sandhu
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Editors and Affiliations

  1. Univ. München Inst. f. Kommunikationswissensch., München, Germany

    Romy Fröhlich

  2. Hochschule Hannover, Hannover, Germany

    Peter Szyszka

  3. Univ. Leipzig Inst. f. Kommunikations- u. Medienwiss., Leipzig, Sachsen, Germany

    Günter Bentele

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Sandhu, S. (2015). Public Relations aus neo-institutionalistischer Perspektive. In: Fröhlich, R., Szyszka, P., Bentele, G. (eds) Handbuch der Public Relations. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18917-8_16

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