Public Relations in a Global Context: The Relevance of Critical Modernism as a Theoretical Lens

This article aims to interrupt the modernist goals of public relations research that predominantly privileges a management discourse. The emergence of the intertwined nature of cultural phenomena in the context of globalization necessitates alternative ways of thinking about public relations. This article explores the possibilities of postmodernism to disrupt the accepted norms of the dominant discourse of public relations. However, given the fragmented nature of the discursive space in postmodernism, this article advances the argument that critical modernism provides a relevant alternative to the modernist paradigm of public relations research by utilizing globalization theories. It suggests a space for articulating the roles of power and structure situated within the constitutive spaces of discourse.