Dialogue between organizations and publics in the digital era: the “unfulfilled promise” of new media and the consultancy discourse in Spain

The expansion of digital communication technologies has been accompanied by the development of a “dialogical theory” of Public Relations, a theory that saw in new media the potential to implement ethical principles about dialogue to communications between organizations and publics. This article studies the current situation of the subject from two points of view: a critical literature review and discourse analysis of the 40 largest public relations consulting companies in Spain. As a result of the first component, “the unfulfilled promise” of the new media is highlighted. The analysis of the consulting discourse, on the other hand, shows the preference given to conversation and engagement as alternative concepts, the persistence of the discursive connection between digital technology and dialogic processes, as well as the existence of three basic forms this connection assumes. Theoretical and practical implications of these results are discussed.

随着数字通信技术的蓬勃发展，公共关系（Public Relations）领域的对话理论（dialogical theory）也逐步发展成熟。该理论认为，新媒体可为组织与公众之间的传播实践落实对话伦理原则提供潜力。本文从两大维度展开对该研究议题的现状研究：其一为批判性文献综述（critical literature review），其二为针对西班牙规模最大的40家公共关系咨询公司的话语分析（discourse analysis）。通过第一项研究内容，本文凸显了新媒体“未竟的承诺”这一核心议题。另一方面，咨询行业话语分析结果显示，业界更青睐以“对话”与“参与”作为替代传播理念；数字技术与对话式传播过程间的话语关联依然存续，且该关联呈现出三种基本表现形态。本文最后探讨了上述研究结果的理论与实践启示。