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PUBLICRELATIONSTHEORY…
conceptoftheprofessionhasbeendiscussedbeforelookingatUS
7,andNew
Zealand
8.Whatisstrikinginthesestatementsistheirunproblematic
acceptanceoftheconceptoftheprofession,andconsequentlyitsinvisibilityas
asubjectofcriticalreflection.
Thenextgenerationoftheoreticalthinkingabouttheprofession,
however,isveryexplicitinabandoningthenormativestanceanddeveloping
acriticalagendawhichviewstheprofessionasagroupprojectdesignedto
bringsocialclosureandmonopolyofexpertisetothegroup.From1970s
onwards,thetraitsapproachcametobeseenasatheoreticalandParsons’s
conceptualisation–whichexplainstheplaceofprofessionsinthesocial
structureasdefinedbythespecialnatureofthesocialfunctionstheyfulfiland
bytheir‘collectivity-orientation’–cameunderattack.Thetheoretical
inspirationforthisrenewedinterestinprofessionscameintheformof
anumberofconceptsborrowedfromHughes’sinteractionism;Weberianideas;
andfinally,Marxistmodesofexplanation.Thetitleofthispapermakes
adirectreferencetoonesuchtreatmentoftheprofession,theprofessional
project’presentedbyLarsonin1977inTheRiseofProfessionalismwhere
professionalismisaproject,aprocessfocused,touseLarson’sown
explanation,ontranslating“oneorderofscarceresources–specialist
knowledgeandskills–intoanother–socialandeconomicrewards.[…]
Thestructureoftheprofessionalizationprocessbindstogethertwoelements
[…]:abodyofabstractknowledge,susceptibleofpracticalapplication,and
amarket–thestructureofwhichisdeterminedbeeconomicandsocial
developmentandalsobythedominantideologicalclimate”
9.
Whatisparticularyinterestinginthisviewisitsrichunderstandingof
„knowledge”:notmerelyabodyofabstarctknowledgecharacterisedbythe
scientificdiscipline(i.e.methodology)underwhichitisproduced,butabody
ofknowledegethatmustpassadifferentkindoftest,thatofutiltiyandmarket
value.IndeedLarson,likeothersociologistsoftheprofessionsofthenew
mouldEliotFreidson(1970)andAndrewAbbott(1988),wasquiteexplicitin
differentiatingbetweencodified,formalknowledgeandthatwhichistacitand
indeterminate.Theprofessionneedstopossessbothkindsofknowledge:the
explicit,
codified
knowledge
helps
to
build
public
trust
while
the
indeterminate,tacitknowledgeevadestextbookexplanationswhichmakesit
usefulinprotectingtheprofessionfromtheoutsiders.Perhapsthetastefor
7M.Pieczka,J.L'Etang:PublicRelationsandtheQuestionofProfessionalism.W:HandbookofPublic
Relations.Ed.R.Heath.ThousandOaks:Sage,2001,p.271.
8D.McKie,D.Munshi:ReconfiguringPublicRelations:Ecology.EquityandEnterprise.NewYork:
Routledge2007,p.102-110.
9M.S.Larson:TheRiseofProfessionalism:ASociologicalAnalysis.London:UniversityofCaliforniaPress,
1977.
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