Double deconstruction

Transparency, dialogue and social media from a critical post-structuralist perspective

Authored by: Oliver Raaz , Stefan Wehmeier

The Routledge Handbook of Critical Public Relations

Print publication date:  August  2015
Online publication date:  August  2015

Print ISBN: 9780415727334
eBook ISBN: 9781315852492
Adobe ISBN: 9781317918868


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Jacques Derrida (1976) taught us to look twice at texts and concepts: a first reading reveals and reconstructs the “dominant” perspective of the author(s) and a second reading (re-)interprets the dominant perspective, fills it with different meaning, reveals blind spots and by this transforms the dominant perspective into a series of undecidable meanings (deconstructive double reading – see Kakoliris, 2004). In public relations theory and practice, we can find a dominant mindset arguing from an identity-centred view on society that public relations is a means to establish an integrated and well-functioning social sphere. Therefore, public relations is associated with high-value words like “transparency” and “dialogue” that indicate the possible realization of such a “fully functioning society” (Heath, 2006).

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