PR’s early response to the "information superhighway": the IPRA narrative
Before the Internet, social media and searchengine optimisation, there was the “information superhighway” and the “Megachip age” in the 1980s. This paper, drawing on the archive of the International Public Relations Association (IPRA),reviews early discussion and adoption of innovative technology by...
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| Format: | Article |
| Language: | English |
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Universidad de Navarra
2015-01-01
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| Series: | Communication & Society (Formerly Comunicación y Sociedad) |
| Subjects: | |
| Online Access: | https://revistas.unav.edu/index.php/communication-and-society/article/view/35964 |
| _version_ | 1818427113744629760 |
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| author | Tom Watson |
| author_facet | Tom Watson |
| author_sort | Tom Watson |
| collection | DOAJ |
| description | Before the Internet, social media and searchengine optimisation, there was the “information superhighway” and the “Megachip age” in the 1980s. This paper, drawing on the archive of the International Public Relations Association (IPRA),reviews early discussion and adoption of innovative technology by practitioners through the application of historical method. It finds they were slow to appreciate the benefits of technicaladvances in communication and held doggedly to print-based models of mediated communication. Practitioners and thought leaders did not foresee that information would be available tomore people through ICT developments. Practice responses,developed by reference to Rogers’ Diffusion Theory, were in three categories (in descending order of frequency) of Ignorers,Cautious/Sense-makers and Modernists/Adopters. |
| first_indexed | 2024-12-14T14:40:34Z |
| format | Article |
| id | doaj.art-7254a8286b7742019b6bdac35f8f0f6d |
| institution | Directory Open Access Journal |
| issn | 2386-7876 |
| language | English |
| last_indexed | 2024-12-14T14:40:34Z |
| publishDate | 2015-01-01 |
| publisher | Universidad de Navarra |
| record_format | Article |
| series | Communication & Society (Formerly Comunicación y Sociedad) |
| spelling | doaj.art-7254a8286b7742019b6bdac35f8f0f6d2022-12-21T22:57:26ZengUniversidad de NavarraCommunication & Society (Formerly Comunicación y Sociedad)2386-78762015-01-0128111210.15581/003.28.1.1-1235964PR’s early response to the "information superhighway": the IPRA narrativeTom Watson0Bournemouth University. Before the Internet, social media and searchengine optimisation, there was the “information superhighway” and the “Megachip age” in the 1980s. This paper, drawing on the archive of the International Public Relations Association (IPRA),reviews early discussion and adoption of innovative technology by practitioners through the application of historical method. It finds they were slow to appreciate the benefits of technicaladvances in communication and held doggedly to print-based models of mediated communication. Practitioners and thought leaders did not foresee that information would be available tomore people through ICT developments. Practice responses,developed by reference to Rogers’ Diffusion Theory, were in three categories (in descending order of frequency) of Ignorers,Cautious/Sense-makers and Modernists/Adopters.https://revistas.unav.edu/index.php/communication-and-society/article/view/35964diffusioninformation superhighwayiprapublic relationstechnology adoptionmaterias investigacioncomunicación |
| spellingShingle | Tom Watson PR’s early response to the "information superhighway": the IPRA narrative Communication & Society (Formerly Comunicación y Sociedad) diffusion information superhighway ipra public relations technology adoption materias investigacion comunicación |
| title | PR’s early response to the "information superhighway": the IPRA narrative |
| title_full | PR’s early response to the "information superhighway": the IPRA narrative |
| title_fullStr | PR’s early response to the "information superhighway": the IPRA narrative |
| title_full_unstemmed | PR’s early response to the "information superhighway": the IPRA narrative |
| title_short | PR’s early response to the "information superhighway": the IPRA narrative |
| title_sort | pr s early response to the information superhighway the ipra narrative |
| topic | diffusion information superhighway ipra public relations technology adoption materias investigacion comunicación |
| url | https://revistas.unav.edu/index.php/communication-and-society/article/view/35964 |
| work_keys_str_mv | AT tomwatson prsearlyresponsetotheinformationsuperhighwaytheipranarrative |