Search results

What are the academic experiences of senior professors in the field of public relations (PR) at the Brazilian universities? This chapter proposes the advance of knowledge on the theoretical framework of contemporary liberal feminism by refining the previous theoretical and methodological publications. This theoretical lens prevails in earlier works, with empirical studies grounded in industry and corporate environments – mainly done by researchers from the United Kingdom, North America and Scandinavia, while PR feminist postmodernism appears in European literature – all scarce in Brazil and Global South (Latin America and African nations). Moreover, studies applying female or male PR scholars in university settings are rare in national and international literature. Hence, we gathered data and analysed narratives from seven senior female PR professors from Brazil, using an interpretative qualitative approach. Thus, this chapter about the female PR academic experiences and everyday practices highlights the starting point for an onto-epistemological discussion to understand the liberal feminist educational-based context in a Latin American country. Henceforth, two conceptual-practical dimensions – feminist PR competence and feminist PR performance – along with three methodological recommendations are presented for enhancing the contemporary liberal feminism theme as a robust research domain in PR and Strategic Communication agenda.

This chapter explores the extent to which female public relations (PR) practitioners perform professionalism in the workplace by interrogating and examining their professional behaviours. Using an ethnographic approach, where the researcher is immersed in the field, it uncovers the lived experiences and behavioural responses of women working in PR agency environments in the United Kingdom and enables a rich description of professional behaviours to emerge.

Fawkes argues that research into roles in PR ‘has tended to assess roles using management rather than sociological theory’ (2014, p. 2). That is not to say that all PR research adopts the same paradigmatic stance. Several scholars have encouraged the development of a research agenda rooted in social theory. Holtzhausen called for a move away from what she termed the ‘modernist approach to organizations’ (2002, p. 251), which focuses on management discourse, and encouraged instead a focus on the postmodern concept of discourse, where meaning is constructed and conveyed through social and institutional practices.

In seeking to discover the ‘lived experience’ of female practitioners, this chapter locates professionalism in the context of their behaviours and enables individuals to articulate their understandings of the relationship between performance and professionalism. Using Goffman's (1959) work on social encounters as performances in conjunction with Foucauldian discourse and Feminist theory, this chapter explores the three stages of performing professionalism – preparation, performance and reception – through the eyes of women working in PR agencies in the United Kingdom to explore their lived experience and determine how gender affects their performance of professional behaviour.

This chapter provides an overview of the strategic implications of chatbot use and implementation, including potential applications in marketing, and factors affecting customer acceptance. After presenting a brief history and a classification of conversational artificial intelligence (AI) and chatbots, the authors provide an in-depth review at the crossroads between marketing, business, and human–computer interaction, to outline the main factors that drive users' perceptions and acceptance of chatbots. In particular, the authors describe technology-related factors and chatbot design characteristics, such as anthropomorphism, gender, identity, and emotional design; context-related factors, such as the product type, task orientation, and consumption contexts; and users-related factors such as sociodemographic and psychographic characteristics. Next, the authors detail the strategic importance of chatbots in the field of marketing and their impact on consumers' perceived service quality, satisfaction, trust, and loyalty. After discussing the ethical implications related to chatbots implementation, the authors conclude with an exploration of future opportunities and potential strategies related to new generative AI technologies, such as ChatGPT. Throughout the chapter, the authors offer theoretical insights and practical implications for incorporating conversational AI into marketing strategies.

The purpose of this chapter was to explore how the values of higher education institutions, and ultimately society, are conveyed through the curriculum of an institution. The arguments for focusing on a liberal education grounded in critical thinking are highlighted and then compared to the growing trend of occupational education being the central focus of a college education. The need to understand populist thinking in particular is aligned with the social responsibility that educational institutions carry in their charters. This means that the students and parents who pay tuition for their education want something to show for their investment, namely a level of compensation and employment that is perceived to be correlated with the expense of the degree. The competing views of education and training are then considered in a global context, noting the interconnectedness of the intellectual and business community around the globe. This chapter concludes by highlighting the importance of education and its impact on cultural understanding and engagement as a value, especially calling upon public policymakers to keep higher education leaders in check as they develop plans and expectations for their institutions.

In August, 2015, Serena Williams, one of the most successful female athletes of all time, was body shamed in a New York Times article. The incident highlights the issue of unequal treatment of male and female athletes – while a muscular frame enhances masculinity for male athletes, a muscular physique invites body shaming for female athletes. In this study, symbolic interactionist theories regarding the generalized other are called into question. While George Mead's theorizing exhibits a nonproblematic role taking of the generalized other in a cooperative manner, this study reports the presence of paradoxical generalized others, and consequently, the incongruent role taking of a latent generalized other by individuals. This study investigates if the issue of body image exists among college female athletes, if college female athletes experience the dilemma of choosing between outstanding performance with a muscular frame or maintaining traditional female appearance. To provide answers to the question, female athletes in a midwest university were invited to fill out a survey. The survey results confirm the existence of a paradox between performance and appearance among some college female athletes.

The adoption of a research-informed approach to teaching about homelessness has allowed the authors to provide diverse groups of learners with a range of traditional and more embodied educative experiences, both inside and outside of the classroom. While conventional research methods and outputs have provided a useful starting point for learners with no or limited working knowledge of homelessness, innovative approaches to research and outputs – which have prioritised giving a voice to homeless people themselves – have been particularly important in developing the critical empathy of learners towards the subject. To ensure an effective relationship between research and teaching (particularly when teaching those who work in the homelessness sector), the authors needed a good understanding of the prior learning and experiences, roles, operating contexts and needs of their learners, to teach from a position of empathy, and to work collaboratively with learners to further understanding.

The need for the study is justified by the fact that scientists and policy makers around the world are trying to identify the potential threat of digitalisation, looking for ways to adapt to new changes and take advantage of the opportunities offered by the information society and the knowledge economy and to mitigate risks. Digitalisation also changes the labour market – using information and communication technology (ICT) in the working process opens up new opportunities. Moving from a traditional office to another environment, combining work with private life and recreation more effectively, while remote work deals with costly jobs, spaces and congestion on the city streets. The study aims to assess the development of remote work in the European Union (EU) and Latvia, assessing its effectiveness and the possibilities for long-term use by analysing its impact on the transformational directions of the economy. During the analysis, the following findings were made: identified the potential and problems of the deployment of remote work in Latvia, determined the main challenges of remote work and policies to improve the situation. The analysis employs theoretical and empirical research methods. The theoretical method of analysis and deduction provides information on its impact on the economy from the scientific literature on remote work and its diverse aspects. The comparative method is widely used to identify aspects of remote work distribution and economic development and their interaction. Practical implications of research – to make recommendations on policy directions to improve the situation, which would promote the further development of remote work.

Milton Nascimento is one of the most prolific Brazilian singers and songwriters of all time, an artist who has formed friendships and made songs with a host of Brazilian artists, with international stars from Latin America, and with artists abroad. Milton’s repertoire has made its way into the fabric of musical compilations of Brazilian music for international listeners. Perhaps unbeknownst to these international listeners, Milton, as an Afro-Brazilian artist, reflects a complex and paradoxical relationship to “race” in his music – at times openly touching upon racial themes, even during an area when the government forbade open discussion of racial tension in Brazil – but at times signifying race more subtly, either through subtle references to diversity in Brazil or through the very elements of his music.