Divided We Stand: Defying Hegemony in Theory and Practice

• Main Authors: Gregory, Anne, HALFF, Gregor
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Complexity; Hegemony; Globalisation; Excellence; UK; Singapore; Business and Corporate Communications; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3348; https://ink.library.smu.edu.sg/context/lkcsb_research/article/4347/viewcontent/WPRF12_RESEARCH_COLLOQUIUM_PROCEEDINGS.pdf
• Institution: Singapore Management University

The last decade has seen the world becoming increasingly complex. One way of dealing with complexity, according to Schwab (2010a), is to look for certainties or solutions that impose order by simplifying. The authors contend that this is also happening in public relations practice and the academy. They criticise attempts to produce global models which lead to hegemony and argue for maintaining a diversity that reflects reality. They take the cases of the UK and Singapore as respective exemplars where hegemony has succeeded and where it needs to be resisted. They call for a professional and epistemological stand against hegemony.