PR: Component of business community subculture' Sociological analysis

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• PR Component of business community subculture.
  Sociological analysis
• Tatiana Leshchenko
• Russian State Social University
• Moscow, Russia

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• Key questions
• Can we consider PR as a part in subculture
  structure?
• Can we define PR as an integrator of all
  components of the business community subculture?

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• Culture in postindustrial communicatory society
• a model of the creative existence
• a source of the social innovations
• and human self-actualization
• And now,
• a universal quality of the social life
• a tool to explain current social transformations

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• Subculture and social groups
• Subculture is cultural resource capable
• to strengthen social group positions in social
  structure
• to form group identity
• to adapt group members to social environment
  changes

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• First of all
• subculture is
• an overall world view for the definite social
  group

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• Social and humanitarian fields

Culture

• Philosophy
• Social Anthropology
• Economy
• Philology
• Sociology
• Others

Subculture
PR
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• and focus

Subculture
Sociology
PR
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• Definition of business community
• Up-to-date business community may be described
  as an integrated socially-cultural group kind of
  group of groups

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• Citation
• There is no formal organization but in reality
  such silence agreement sometimes has an enormous
  force.
• Alexander Zinoviev (2000)

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• Socially-cultural factors of PR transformation
  into component of business community subculture
• Social changes
• Global communicational area
• New evolved values and culture part changes
• PR institutionalization

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business have already acknowledged value of the
long-term strategic relations with society based
on trust

• Necessity of the research

practically PR activities of business can be
explained in many aspects by economic
interests
Contradiction
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Russian business about contradiction Do you
agree with the contradiction between two factors
of PR activities? Source Moscow State
University, Sociology Faculty, June 2009
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• The object of the research is a business
  community subculture
• The subject is PR as a system component of
  business community subculture
• The aim is the exposure of PR social substance
  and structure

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• The main research tasks
• to study PR social substance as a component of
  business community subculture
• to advise social recommendations on PR potential
  development in that context

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• The structure
  of business community subculture

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• Social substance of PR is
• a system of relationships between business and
  its social environment

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• PR as a social object

Values
Knowledge system
Information
Communication resources
PR activities leading to socio-cultural changes
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• PR as an integrator of all components of the
  business community subculture
• Could we hit the nail?

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Russian business about PR part Do you agree,
that PR is an integrator of all components of
the business community subculture? Source
Moscow State University, Sociology Faculty,
June 2009
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• Thank you!