1. The role of public relations in a counterhegemony: A case study of the 1968 poor people's campaign.
- Author
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Anderson, Bill
- Subjects
- *
POOR people , *PUBLIC relations , *CULTURAL hegemony , *STRATEGIC planning , *ANALYTIC philosophy - Abstract
This study examined the role of public relations in Antonio Gramsci's concept of cultural hegemony, specifically in a counterhegemony. Dr. Martin Luther King, Jr.'s preparation for the 1968 Poor People's Campaign serves as a test case on how public relations can help subordinate groups confront a hegemony. This paper suggests that Gramsci's philosophy provides an analytical heuristic for researching instances of contestation. Examining counterhegemonic campaigns offer public relations practitioners a means both to think about and to intervene in the world more effectively. • Antonio Gramsci postulated principles for how to conduct a counterhegemony. • Counterhegemony needs a multifrontal approach and a unifying, master frame. • The 1968 Poor People's Campaign was used to study the role of PR in counterhegemony. • Study shows counterhegemony also needs long term planning to overcome fixed beliefs. [ABSTRACT FROM AUTHOR]
- Published
- 2023
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