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Buddhist Public Relations Model for Thai Community Development: Theoretical and Practical Implications
Unformatted Document Text:  Buddhist Public Relations - ICA-15-11634 6 that social conditions are “polyphonic, involving multiple, fully valid voices representing different perspectives, no matter the issue” (p. 158). Seeing themselves as participants in the ongoing, complex societal construction of meaning, public relations practitioners are obliged to realize differences, opposition, and contradictions. In this context, “societal critique and reconstruction” (Gergen, 1995) become a significant challenge for public relations in the interests of community development. Qualitative approaches put forward that the multi-vocality of public relationships, at the mesolevels, microlevels, and macrolevels of analysis, is constituted in the contradictory interplay of opposed forces: centripetal, or forces of unity, and the centrifugal, or forces of diversity. From this paradoxical perspective, it is proposed that human beings develop a coherent sense of self by interrelating with others. Gengen (1999) added that, “knowledge of the world grows from relationships that are embedded not within individual minds but within interpretive or communal traditions” (p. 122). Through qualitative approaches, the public relations practitioner needs to be recognized as a participant in the ongoing societal construction of meaning. The true value of public relations is to understand human interaction under certain conditions and providing a message, which is significant to the participants, in a particular form, for the purpose of social order. The reconceptualized public relations based on the qualitative approaches will open up more cross-cultural applications and alternative models of social interaction. For that reason, it is assumed that public relations practitioners will learn to generate their own inner power; at the same time, they will be able to enhance local people’s “biopower,” (Haltzhausen, 2000) rather than being relegated to obtaining power from organizational dominant coalitions.

Authors: Hanpongpandh, Peeraya.
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Buddhist Public Relations - ICA-15-11634
6
that social conditions are “polyphonic, involving multiple, fully valid voices
representing different perspectives, no matter the issue” (p. 158). Seeing themselves
as participants in the ongoing, complex societal construction of meaning, public
relations practitioners are obliged to realize differences, opposition, and
contradictions. In this context, “societal critique and reconstruction” (Gergen, 1995)
become a significant challenge for public relations in the interests of community
development.
Qualitative approaches put forward that the multi-vocality of public
relationships, at the mesolevels, microlevels, and macrolevels of analysis, is
constituted in the contradictory interplay of opposed forces: centripetal, or forces of
unity, and the centrifugal, or forces of diversity. From this paradoxical perspective, it
is proposed that human beings develop a coherent sense of self by interrelating with
others. Gengen (1999) added that, “knowledge of the world grows from relationships
that are embedded not within individual minds but within interpretive or communal
traditions” (p. 122).
Through qualitative approaches, the public relations practitioner needs to be
recognized as a participant in the ongoing societal construction of meaning. The true
value of public relations is to understand human interaction under certain conditions
and providing a message, which is significant to the participants, in a particular form,
for the purpose of social order. The reconceptualized public relations based on the
qualitative approaches will open up more cross-cultural applications and alternative
models of social interaction. For that reason, it is assumed that public relations
practitioners will learn to generate their own inner power; at the same time, they will
be able to enhance local people’s “biopower,” (Haltzhausen, 2000) rather than being
relegated to obtaining power from organizational dominant coalitions.


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