An overview of Middle East public relations practice, education, and research from isolation to globalization

Pam Creedon, Mai Al-Khaja

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)84-96
Number of pages13
JournalJournal of Public Relations Research
Volume31
Issue number3-4
DOIs
Publication statusPublished - Jul 4 2019

Keywords

  • GCC (Gulf Cooperation Council)
  • MENA (Middle East North Africa)
  • cultural isolation
  • inclusive globalization
  • paradigm shift

ASJC Scopus subject areas

  • Sociology and Political Science
  • Public Administration

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