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Strategic Ambiguity As A Discourse Practice: The Role Of Keywords In The Discourse On ‘Sustainable’ Biotechnology, S. R. Leitch, S. Davenport
Strategic Ambiguity As A Discourse Practice: The Role Of Keywords In The Discourse On ‘Sustainable’ Biotechnology, S. R. Leitch, S. Davenport
Faculty of Commerce - Papers (Archive)
In this article we examined the ways in which strategic ambiguity (Eisenberg, 1984) in the use of keywords (Williams, 1976/1983) served an enabling function within a discourse marked by conflict and ideological divisions. Our analysis focused on the intertextual relationships between five documents intended by the Government to guide the development of biotechnology in New Zealand. Through our analysis we identified ‘sustainability’ as a keyword and three major roles for the deployment of the discourse strategy of strategic ambiguity in the use of this keyword. First, strategic ambiguity lent an internal and intertextual coherence to the texts (albeit superficial). Second, …
A Toolbox For Public Relations: The Oeuvre Of Michel Foucault, Judith Motion, S. R. Leitch
A Toolbox For Public Relations: The Oeuvre Of Michel Foucault, Judith Motion, S. R. Leitch
Faculty of Commerce - Papers (Archive)
In this article, we provide a brief introduction to the work of Michel Foucault. Our focus is on the major themes of Foucault’s work: discourse, power/knowledge and subjectivity. We demonstrate the rich contribution that Foucauldian theory can make to public relations practice and scholarship by moving beyond a focus on excellence towards an understanding of public relations as a discourse practice with power effects.