Public relations theory: Conceptualising hegemonic communicative power as a continuum between expansive and neutralising strategies

The paper aims to further develop the trend towards incorporating agonism into PR theory by integrating agonistic perspectives on hegemonic power to argue the existence of a continuum between expansive and neutralising communication strategies. The paper traces how power — and particularly dispositions towards active citizenship — have been incorporated into PR theory, and the shift from functionalism which portrayed civic activism as a problematic threat, toward more dialogic and agonistic approaches which seek to foster public participation and co-creation of campaigns. By synthesising the concepts of articulation, legitimacy and autonomy, the paper discusses options for how PR can deploy hegemonic communicative power to support democratic engagement and positive social change. The paper argues that hegemonic power should not be an “elephant in the room” for PR theory, as hegemonies are inevitable, and therefore, the question before us is to understand what forms of communication strategy are conducive to healthy democracies by encouraging active citizenship, converting antagonisms into agonism and improving prospects for the empowerment of marginalised groups.