ABSTRACT

Public relations has a critical role in addressing culture difference and enhancing research outreach. An analysis of practice, education and research in Middle East provides an exemplar of the need to move the discipline’s scholarship from global isolation to cultural inclusivity. A review of current scholarship in the discipline's journals documents the preeminence of “Western” theory. Research with culturally collaborative studies of media, culture, technology, and society is needed to provide global perspectives. The paper argues five initiatives are needed next steps for the discipline to achieve global inclusivity: * Enhance research collaboration – Culturally collaborative studies of media, culture, technology, and society are needed to provide global perspectives in our discipline. *Address bilingual scholarship – Public relations theory needs to acknowledge varied traditions and methodologies. Research journals need Middle Eastern faculty editorial board members and need to explore translation options. *Align research with the profession – Globally, public relations research needs qualitative understanding. Cultural differences often regress quantitative analysis to meaningless implications for both theory and practice. *Assess curriculum globalization – Educators need to increase cultural content in courses. Textbooks are needed that reflect the globalization of the field from multiple perspectives. *Develop international accreditation standards – An accreditation model based on bilingual, global, and contemporary careers in the discipline is needed. International accreditation site teams must include bilingual members.

摘要

公共关系在解决文化差异和扩大研究范围方面发挥着关键作用。对中东地区的实践，教育和研究进行的分析提供了一个示例，说明了该学科的学术研究已从全球孤立变为文化包容性。在该学科期刊上对当前奖学金的回顾记录了“西方”理论的卓越地位。需要进行媒体，文化，技术和社会的文化协作研究来提供全球视野。本文认为，要使该学科达到全球包容性，下一步需要采取五项举措：*加强研究合作–需要对媒体，文化，技术和社会进行文化上的协作研究，以便在该学科中提供全球视野。*处理双语奖学金-公共关系理论需要承认各种传统和方法。研究期刊需要中东教师编辑委员会成员，并且需要探索翻译选择。*使研究与专业保持一致–在全球范围内，公共关系研究需要定性理解。文化差异通常会使定量分析退回到对理论和实践都没有意义的意义上。*评估课程全球化–教育者需要增加课程中的文化内容。需要从多个角度反映该领域全球化的教科书。*制定国际认证标准-需要基于该学科双语，全球和当代职业的认证模型。国际认证站点团队必须包括双语成员。