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ZITIMATA EPIKINONIAS (COMMUNICATION ISSUES) | 8ο ISSUE

ABSTRACTS

Volume 3, Number 8 (2008)

A publication of the Faculty of Communication & Media Studies and the University Research Institute of Applied Communication National and Kapodistrian University of Athens

 

PUBLIC RELATIONS AND PUBLIC COMMUNICATION IN A LEGITIMIZATION CRISIS
SOPHIA KAITATZI-WHITLOCK
DEPARTMENT OF JOURNALISM AND MASS MEDIA,
ARISTOTLE UNIVERSITY OF THESSALONIKI

In this article I examine the public esteem as regards the profession of Public Relations (PR), and the galloping loss of legitimacy from which it suffers, with a particular emphasis on the remarkable discrepancy between the profession’s code of ethics and the latter’s implementation. A discrepancy, I argue, which condemns PR to its degeneration into sheer manipulative propaganda. I attribute such a discrepancy to what I term functional inter-plotting, that is, a looming tendency in Greek media which results in blurring the boundaries between professions, notably between journalism, PR, advertising and propaganda. Apart from de-legitimation this corrosive trend causes also confusion as to what the proper role of PR is, and should be and as to what are the subtle differences among the professions and the manifestations of public communication. This condition is further compounded by a considerable popular ignorance regarding communicative roles and expectations. I test the hypothesis of confusion and de-legitimation, by tracing cross-incursions between the communicative professions and practices. Subsequently, I discuss the need for strict delineations, and develop a rationale on the indispensability of ‘barriers to outsiders’, as well as for the need to establish ‘incompatibles’ i.e. mutual exclusions between communicative professions. I conclude by elaborating, firstly, on the repercussions the corruption of PR brings on the system of public communication at large, and, secondly, on the impact of such a degenerating public communication system on the viability of Democracy, the premises and the prospects for which are thus being corroded.

 

ADVERTISING COMMUNICATION AND THE LEGAL FRAMEWORK IN THE CREATION OF GREEK ADVERTISEMENTS
ANDRONIKI KAVOURA
TECHNOLOGICAL EDUCATIONAL INSTITUTE OF ATHENS

The aim of the paper is the examination of the application of elements associated with the legal framework for the creation of advertising communication which should be taken into consideration by the agents in charge of the creation of advertising for the benefit of the reputation of the company being advertised but also for the protection of the consumers. Cases of Greek advertisements which are in not in line with the legal framework are presented with the aim of illustrating the necessity for those involved with the implementation of the advertising campaigns to be aware and become familiar with the legal advertising framework for the best possible adjustment of advertising in society and the avoidance of the creation of an advertising communication programme of a business or of a cultural organisation which does not pay attention to the legal requirements created for the protection of the business sector and the consumers. Educational seminars for the acquaintance of the people in charge of the advertising communication and detailed guidance for the implementation of the legal framework is necessary.

 

PUBLIC RELATIONS AND PROPAGANDA: AN ATTEMPT TO DEFINE AN OBSCURE RELATIONSHIP
RAYMONDOS ALVANOS
TECHNOLOGICAL EDUCATIONAL INSTITUTE
OF WESTERN MACEDONIA

This paper attempts to define Public Relations and Propaganda and to locate their similarities as well as their differences. In this framework, the existing bibliography for the Public Relations and the Propaganda is discussed with references to their applications in the modern world. Although Public Relations is considered a form of Propaganda, this paper argues that Public Relations can be considered as a distinct practice from propaganda in relation to their aim and to the means used by these two fields.

 

UNDERSTADING THE INTERNATIONALIZATION OF THE MEDIA
TRISTAN MATTELART
INSTITUT FRANcAIS DE PRESSE (IFP), UNIVERSITE PARIS II

This paper explores the main theoretical approaches in media internationalization since the 1960s. It aims to demonstrate that the volume of knowledge and the various approaches concerning the international communication domain which have been assimilated during the last 50 years helps us to better understand the particularities, the strengths and the inefficiencies of global communication.

 

CIVIC IQ AND INFORMATION: THE IMPORTANCE OF TV DRAMAS
TEREZA CAPELOS, NICOS DEMERTZIS & KONSTANTINOS VADRATSIKAS
SURREY UNIVERSITY, FACULTY OF COMMUNICATION AND MEDIA STUDIES,
UNIVERSITY OF ATHENS

In this paper we investigate the impact of entertainment television on citizens’ civic competence. The impact of entertainment shows on political information acquisition is often overseen, while scholarly attention focuses on news broadcasts as the central political information source. We address this gap in political communication research by examining whether TV-dramas act as an alternative political information source facilitating political learning. We conduct interviews with regular viewers of six American TV-dramas in Greece and explore how these shows affect the political understanding as well as the civic habits of the Greek audience. Our analyses show that exposure to TV-dramas leads to the indirect acquisition of insights and practical information and affects viewers’ discussion patterns regarding political events. These counterintuitive findings point to the recognition of TV-dramas as an alternative source of citizens’ understanding of the political world.


ATHENS 2004 – BEIJING 2008: THE OLYMPIC GAMES AND THE MEDIA
ROY PANAGIOTOPOULOU
FACULTY OF COMMUNICATION AND MEDIA STUDIES, UNIVERSITY OF ATHENS

This paper aims to examine the media presentation of the Beijing Olympic Games of 2008 in the light of the new media and their use by the audiences. It claims that, regardless the development and the increased use of the new media, TV has remained the main player in the communication field with respect to the Olympic Games, since it attracts both the major bulk of the global audiences as well as of the advertisers. However, this dominance is also costly since the TV rights have increased exponentially in the last decades. The new challengers of the Olympic content regarding their media impact seem to be mobile communication services, including mobile telephony and television.

 

MEASURING AND EVALUATING INTERACTIVITY IN WEBSITES OF MUSICIANS: THEORETICAL
IMPLICATIONS AND EMPIRICAL RESEARCH

ALEXANDROS BALTZIS AND ANDREAS VEGLIS
DEPARTMENT OF JOURNALISM AND MASS MEDIA,
ARISTOTLE UNIVERSITY OF THESSALONIKI

Seventeen cases of empirical research on interactivity are analyzed, as well as several measurement models, the theoretical background of the construct and its importance in the new context for the production, distribution and reception of symbolic forms. Focusing on musicians’ personal websites, a model for measuring and evaluating interactivity is introduced, thus filling a gap in the web studies. The suggested model may be used to test the hypotheses that the internet might lead to decentralization of the communication, to reverse markets and to disintermediation, i.e. to the emancipation and enhancement of the communication through various forms of art. It might also be used in web design, for evaluating websites, and as a methodological basis to develop research in fields other than the interaction between musicians and their audiences.