Postmodern Culture and Public Relations: An Analysis through Campaigns

Despite the diversity of paradigms in field public relations, it is evident that dominant paradigm functional paradigm, which defines relations as a "management function". It leads to ignorance "cultural function" and becomes an obstacle development field. By establishing relationship between culture, this article addresses intermediary" profession influenced by postmodern culture (re)produces culture.In article, three campaigns determined purposive sampling were analyzed using critical discourse analysis within framework multiple case analysis. How cultural features do (re)produce; how they (re)produced understanding consumption, whether reproduce concepts polyphony, equality freedom deconstructing modernity was analyzed. As result, found re(produce) individualization, modular identity, spectacle, simulation and, consumption attributing "new meanings" organizations products. At same time, not ensure equality, resisting metanarratives, but rather "pretends" them.