دانلود رایگان مقاله لاتین تغییر مشارکت ارتباطا فرهنگ از سایت الزویر
عنوان فارسی مقاله:
انتقاد از مدار فرهنگ: چگونه فرهنگ مشارکتی ارتباطات متقابل فرهنگی را تغییر داده است
عنوان انگلیسی مقاله:
Rethinking the circuit of culture: How participatory culture has transformed cross-cultural communication
سال انتشار :2016
بخشی از مقاله انگلیسی:
2. Literature review
2.1. The circuit of culture Developed by the Open University cultural studies team towards the end ofthe last century (Du Gay, Hall, Janes, Mackay, & Negus, 1997; Hall, 1997)the Circuit of Culture is arguably an expansion of Hall’s (1973)traditional encoding-decoding model of communication, extending the creation of meaning to five moments: regulation, production, consumption, representation and identity work together to “create a shared cultural space in which meaning is created, shaped, modified and recreated” (Curtin & Gaither, 2007; p.38). Within the context of this paper particular attention is paid to identity, consumption and regulation, i.e. those moments that are increasingly influenced by participating, co-creating audiences. Despite its origins in cultural studies, the Circuit of Culture has been widely applied within the context of public relations (e.g. Al-Kandari & Gaither, 2011; Ciszek, 2015; Edwards, 2013; Han & Zhang, 2009; Schoenberger-Orgad, 2011; Terry, 2005; Toledano & McKie, 2007), most notably by Curtin and Gaither (e.g. Curtin & Gaither, 2006, 2007), who have used the circuit as a base to develop their cultural-economic model (2005), as well as a practice matrix (2007). Curtin and Gaither’s adaptation of the model within a public relations context was motivated by criticism of the prevailing study of international public relations, largely grounded in positivism and predicated on neoliberal economics (Curtin & Gaither, 2005). Instead, the Circuit of Culture enables the recognition of power, culture and identity, as well as the fluid nature of the construction of meaning, without privileging dominant Western theoretical perspectives. Hence, the Circuit of Culture redefines public relations as a signifying practice that produces meaning within a cultural economy, privileging identity, difference, and power because of the central role these constructs play in discursive practice (Curtin & Gaither, 2007; p.110) However, the authors suggest that in its current form, the Circuit of Culture and relating scholarly work are yet to fully recognise the impact that digital communication and participatory culture have had on international communication and the (co)creation of meaning.
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