Breaking from tradition: developing localised discourses in an emerging global discipline
Date of this Version
Public relations is a relatively new discipline in the Australian academy, with its earliest certificate and diploma courses beginning in the 1960s (Gleeson forthcoming). Even newer is the Australian literature that services the field – the journals and textbooks that encourage localised discourses amongst students, academics and professionals. With the exceptions of some early dabblings in the 1950s and 1960s, a single text in the 1970s and a 1990s case study book, textbook and journal development began real momentum in Australia in 1999 to 2000. This article traces the development of this literature in Australia, outlining how it broke free from the strangle-hold of North American literature and developed practice and theoretical discourses framed around localised contexts and, increasingly, international perspectives. The article incorporates a case study of the first 21st century textbook in public relations in Australia, co-edited by Clara Zawawi and the author, soon to be published in its fourth edition, and traces its journey through an examination of this changing research, publishing and writing environment.
This document has been peer reviewed.