CULTURE, GLOBALIZATION AND PUBLIC RELATIONS: AS FOR THE QUESTION OF SOCIOCULTURAL DETERMINANTS OF THE BRANCH

Abstract

During the analysis of socio-cultural determinants and peculiarities of PR-practice, the limitations of «cultural imperialism» and methodological monism have been revealed, when the PR-culture in its world scale is being projected from the Western models positions which eliminate cultural particularism and pluralism, national ethos, individual internal specificity. Public relations are possible to call culture which mainly concentrates on its people and practices and, besides, is conditioned by national and ethnic peculiarities. If they are speaking about PR in the context of intercultural communication, so majority of modern researchers come to the conclusion, that campaigns should be adopted in many cultures in order to own success, and this means that between client, PR specialist and target audience should exist mutual understanding of the cultural basis.