Ampliando los límites de la historiografía de las relaciones públicas a través de la propaganda medieval regia algunos antecedentes de relaciones públicas
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Publicado
30-05-2023
Jesus Reina Estevez
https://orcid.org/0000-0002-9527-2919
Resumen
En los últimos años, ha crecido el interés académico por la historiografía de la historia de las relaciones públicas. Se revisan algunas de las teorías predominantes que amplían los orígenes histórico-conceptuales de las relaciones públicas y su armonización con otras áreas de comunicación humana, como el periodismo o la propaganda. Mediante un estudio de carácter exploratorio-descriptivo, se presentan ejemplos de antecedentes de relaciones públicas dentro de la propaganda medieval regia durante el reinado de los Austrias en España, en los siglos XVI-XVII, justificados por la teoría historiográfica de las motivaciones o strategic intent/human agency de Russell & Lamme (2016).
Cómo citar
Reina Estevez, J. (2023). Ampliando los límites de la historiografía de las relaciones públicas a través de la propaganda medieval regia: algunos antecedentes de relaciones públicas. ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 28(54), 185–204. https://doi.org/10.1387/zer.24126
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Keywords
historia de las relaciones públicas;, propaganda, periodismo, historiografía
References
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Bouza, F. (1998). Imagen y propaganda. Capítulos de historia cultural del reinado de Felipe II. Madrid: Akal.
Brown, R. E. (2003). St. Paul as a public relations practitioner: a metatheorical speculation on messianic communication and symmetry. Public Relations Review, 29(2), 1-12. doi:10.1016/S0363-8111(03)00024-9
Brown, R. E. (2004). The propagation of awe: public relations, art and belief in Reformation Europe. Public Relations Review, 30(4), 381–389. doi: 10.1016/j.pubrev.2004.08.015
Brown, R. E. (2006). Myth of symmetry: Public relations as cultural styles. Public Relations Review, 32(3), 206-212. doi: 10.1016/j.pubrev.2006.05.022
Brown, R. E. (2015). The public relations of everything: the ancient, modern and postmodern dramatic history of an idea. New York: Routledge.
Coombs, W. T., & Holladay, S. J. (2012a). It´s not just PR: Public relations in society. New Jersey: Wiley Editorial.
Coombs, W. T., & Holladay, S. J. (2012b). Privileging an activist vs. a corporate view of public relations history in the US. Public Relations Review, 38(3), 347–353. doi: 10.1016/j.pubrev.2011.11.010
Croft, R., Hartland, T., & Skinner, H. (2008). And did those feet? Getting medieval England “on-message”. Journal of Communication Management, 12(4), 294-304. doi: 10.1108/13632540810919765
Cutlip, S. M. (1995). Public relations history: from the 17th to the 20th century. Hillsdale, NJ: Lawrence Erlbaum.
DeLorme, D. E., & Fedler, F. (2003). Journalists’ hostility towards public relations: and historical analysis. Public Relations Review, 29(2), 99-124. doi: 10.1016/S0363-8111(03)00019-5
Edwards, L., (2012). Defining the ‘object’ of public relations research: a new starting point, Public Relations Inquiry (7), 7-30. doi: 10.1177/2046147X11422149
García, C. (2015). Searching for Benedict de Spinoza in the history of communication: His influence on Walter Lippmann and Edward Bernays. Public Relations Review, 41(3), 319-325. doi: 10.1016/j.pubrev.2015.01.003
García, C. (2017). Ethics and strategy: A communication response to Machiavelli´s The Prince in Baltasar Gracián´s A pocket oracle. Public Relations Review, 43(1), 172-178. doi: 10.1016/j.pubrev.2016.11.005
Grant, M. J., & Booth, A. (2009). A typology of reviews: an analysis of 14 review types and associated methologies. Health Information and Libraries Journal, 26(2), 91-108. doi: doi.org/10.1111/j.1471-1842.2009.00848.x
Gruning, J. E., & Hunt, T. (2003). Dirección de Relaciones Públicas. Barcelona: Ediciones Gestión 2000.com
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Hoy, P., Raaz, O., & Wehmeier, S. (2007). From facts to stories or from stories to facts? Analyzing public relations history in public relations textbooks. Public Relations Review, 33(2), 191–200. doi: 10.1016/j.pubrev.2006.11.011
Ihlen, Ø, & Ruler, B. van (2007). How public relations works: Theorical roots and public relations perspective. Public Relations Review, 33(3), 243-248. doi: 10.1016/j.pubrev.2007.05.001
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L’Etang, J. (2014). Public relations and historical sociology: Historiography as reflexive critique. Public Relations Review, 40(4), 654–660. doi: 10.1016/j.pubrev.2013.12.009
L´Etang, J. (2015) Where is Public Relations Historiography? Philosophy of History, Historiography and Public Relations. En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 69-84). London: Palgrave Macmillan.
Lamme, M. O., & Russell, K. M. (2010). Removing the spin: toward a new theory of public relations history. Journalism and Communication Monographs, 11(4), 280-362. doi: 10.1177/1522637910011004
Martínez Gallego, F. A. (2000). Propaganda impresa y construcción del Estado Moderno. En Espejo Cala, C. (Coord.).
Propaganda Impresa y construcción del Estado Moderno y Contemporáneo (pp. 27-71). Sevilla: Ediciones Alfar.
McKie, D., & Munshi, D. (2005). Tracking trends: Peripheral visions and public relations. Public Relations Review, 31(4), 453-457. doi: 10.1016/j.pubrev.2005.08.001
Mckie, D. & Xifra, J. (2014). Resourcing the next stages in PR history research: The case for historiography. Public Relations Review, 40(4), 669-675. doi: 10.1016/j.pubrev.2014.01.006
Miller, K. S. (2000). U. S. Public relations history: knowledge and limitations. Communication Yearbook, 23(1), 381–420. doi: 10.1080/23808985.2000.11678978
Miller Russell, K., & Lamme, M. O. (2016). Theorizing public relations history: The roles of strategic intent and human agency. Public Relations Review, 42(5), 741-747. doi: 10.1016/j.pubrev.2016.04.002
Moore, S. (2012). Ideals and realities: Renaissance state communication in Machiavelli´s The Prince and More´s Utopia. Public Relations Review, 38(3), 383-389. doi: 10.1016/j.pubrev.2011.11.009
Munshi, D., Kurian, P. & Xifra, J. (2017). An (other) ‘story’ in history: Challenging colonialist public relations in novels of resistance. Public Relations Review, 43(2), 366-374. doi: 10.1016/j.pubrev.2017.02.016
Olasky, M. N. (1984). Retrospective: Bernay´s Doctrine of Public Opinion. Public Relations Review, 10(3), 3-12. doi: 10.1016/S0363-8111(84)80088-0
Pearson, R. (1990). Perspectives on public relations history. Public Relations Review, 16(3), 27–38. doi: 10.1016/S0363-8111(05)80067-0
Pearson, R. (1992). Perspectives on public relations history. En E. L. Toth, & R. L. Heath (Eds.). Rhetorical and critical approaches to public relations, (pp. 111–130). Hillsdale: Lawrence Erlbaum.
Pellicer, J. (1965). Avisos Históricos. Madrid: Taurus.
Raaz, O., & Wehmeier, S. (2011). Histories of public relations: comparing the historiography of British, German, and US public relations. Journal of Communication Management, 15(3), 256–275. doi: 10.1108/13632541111151014
Ruler, B. van (2004). The communication grid: an introduction of a model of four communication strategies. Public Relations Review, 30(2), 123-143. doi: 10.1016/j.pubrev.2004.01.002
Ruler, B. van & Verçiç, D. (2005). Overview of public relations and communication management in Europe. En Ruler, B. & Verçiç, D. (eds). Public Relations and Communication Management in Europe: a Nation-by-Nation Introduction in Public Relations Theory and Practice (pp. 1-12). Berlin/Boston, De Gruyfer Mouton.
Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (2009). Public Relations Metric. Measurement and Evaluation- An overview. En Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (Eds.). Public Relations Metrics: Research Evaluation (pp. 1-18). New York: Routledge.
Russell, K. M. & Lamme, M. O. (2016). Theorizing public relations history: The roles of strategic intent and human agency. Public Relations Review, 42(5), 741-747. doi: 10.1016/j.pubrev.2016.04.002
Salcedo, N. R. (2008). Public relations before ‘public relations’ in Spain: an early history (1881–1960). Journal of Communication Management, 12(4), 279–293. doi: 10.1108/13632540810919756
Salcedo, N. R. (2011). Corrientes historiográficas de las relaciones públicas: la historia de una profesión en entredicho. Observatorio (OBS*) Journal, 5(4), 257-290. doi: 10.15847/obsOBS542011519
Salcedo, N. R. (2012). Mapping public relations in Europe: writing national histories against the US paradigm. Comunicación y Sociedad, 25(2), 331–374. doi: 10.15581/003.25.36172
Sallot, L. M., Lyon, L. J., Acosta-Alzuru, C., & Ogata Jones, K. (2003). From Aardvark to Zebra: Millennium Analysis of Theory Development in Public Relations Academic Journals. Journal of Public Relations Research, 15(1), 27-90. doi: 10.1207/S1532754XJPRR1501_2
Selltiz, C., Wrightsman, L. & Cook S. (1980). Métodos de investigación en las relaciones sociales. 9ª edición. Madrid: Rialp.
Tilson, D.J. (2006). Devotional-Promotional Xommunicatin and Santiago: A Thousand-Year Public Relations Campaign for Saint James and Spain. En L´Etang, J. & Pieczka, M. (eds). Public relations: Critical debate and contemporary practice (pp. 167-184). Nawwah, Lawrence Erlbaum.
Verçiç, D., Gruning, L. A. & Gruning, J. E. (1996). Global and Specific Principles of Public Relations: Evidence From Slovenia. En Culberton, H. M. & Chen, N. (Eds.). International Public Relations: A Comparative Analysis (pp. 31-65). Mahwah, New Jersey, LEA: Lawrence Erlbaum Associates, Publicers.
Vos, T. P. (2011). Explaining the origins of public relations: logics of historical explanation. Journal of Public Relations Research, 23(2), 119–140. doi: 10.1080/1062726X.2010.504793
Watson, T. (2008). Creating the cult of a saint: communication strategies in 10th century England. Public Relations Review, 34(1), 19–24. doi: 10.1016/j.pubrev.2007.08.023
Watson, T. (2013). International History of Public Relations Conference 2013. IHPR. Bourmouth University, June 24, 2013. Recuperado de https://microsites.bournemouth.ac.uk/historyofpr/files/2010/11/Tom-Watson-IHPRC-2013-Keynote-Address4.pdf
Watson, T. (2014). Let’s get dangerous: a review of current public relations historical scholarship. Public Relations Review 40(5), 874-877. doi: 10.1016/j.pubrev.2014.02.001
Watson, T. (2015). What in the Worlds is Public Relations? En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 4-19). London: Palgrave Macmillan.
Wilcox, D. L., & Cameron, G. T. (2012). Public relations strategies and tactics (10th ed.). Boston: Allyn& Bacon.
Wilcox, D. L., Ault, P. H., Agee, W. K. & Cameron, G. T. (2001). Public relations strategies and tactics. New York: Harper & Row.
Xifra, J. (2017). Recognition, symbolic capital and reputation in the seventeenth century: Thomas Hobbes and the origins of critical public relations historiography. Public Relations Review, 43(3), 579-586. doi: 10.1016/j.pubrev.2017.03.001
Xifra, J. & Collell, M. R. (2014). Medieval propaganda, longue durée and New History: Towards a nonlinear approach to history of public relations. Public Relations Review, 40(4), 715-722. doi: 10.1016/j.pubrev.2013.12.005
Xifra, J., McKie, D., & Collell, M.R. (2019). Creatively escaping insularity and encouraging internalism: British radicalism, history from below, and public relations historiography. Public Relations Review, 45(2), 275-281. doi: 10.1016/j.pubrev.2018.06.007
Bentele, G. (2015). Problems of public relations historiography. En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 20-43). London: Palgrave Macmillan.
Bouza, F. (1998). Imagen y propaganda. Capítulos de historia cultural del reinado de Felipe II. Madrid: Akal.
Brown, R. E. (2003). St. Paul as a public relations practitioner: a metatheorical speculation on messianic communication and symmetry. Public Relations Review, 29(2), 1-12. doi:10.1016/S0363-8111(03)00024-9
Brown, R. E. (2004). The propagation of awe: public relations, art and belief in Reformation Europe. Public Relations Review, 30(4), 381–389. doi: 10.1016/j.pubrev.2004.08.015
Brown, R. E. (2006). Myth of symmetry: Public relations as cultural styles. Public Relations Review, 32(3), 206-212. doi: 10.1016/j.pubrev.2006.05.022
Brown, R. E. (2015). The public relations of everything: the ancient, modern and postmodern dramatic history of an idea. New York: Routledge.
Coombs, W. T., & Holladay, S. J. (2012a). It´s not just PR: Public relations in society. New Jersey: Wiley Editorial.
Coombs, W. T., & Holladay, S. J. (2012b). Privileging an activist vs. a corporate view of public relations history in the US. Public Relations Review, 38(3), 347–353. doi: 10.1016/j.pubrev.2011.11.010
Croft, R., Hartland, T., & Skinner, H. (2008). And did those feet? Getting medieval England “on-message”. Journal of Communication Management, 12(4), 294-304. doi: 10.1108/13632540810919765
Cutlip, S. M. (1995). Public relations history: from the 17th to the 20th century. Hillsdale, NJ: Lawrence Erlbaum.
DeLorme, D. E., & Fedler, F. (2003). Journalists’ hostility towards public relations: and historical analysis. Public Relations Review, 29(2), 99-124. doi: 10.1016/S0363-8111(03)00019-5
Edwards, L., (2012). Defining the ‘object’ of public relations research: a new starting point, Public Relations Inquiry (7), 7-30. doi: 10.1177/2046147X11422149
García, C. (2015). Searching for Benedict de Spinoza in the history of communication: His influence on Walter Lippmann and Edward Bernays. Public Relations Review, 41(3), 319-325. doi: 10.1016/j.pubrev.2015.01.003
García, C. (2017). Ethics and strategy: A communication response to Machiavelli´s The Prince in Baltasar Gracián´s A pocket oracle. Public Relations Review, 43(1), 172-178. doi: 10.1016/j.pubrev.2016.11.005
Grant, M. J., & Booth, A. (2009). A typology of reviews: an analysis of 14 review types and associated methologies. Health Information and Libraries Journal, 26(2), 91-108. doi: doi.org/10.1111/j.1471-1842.2009.00848.x
Gruning, J. E., & Hunt, T. (2003). Dirección de Relaciones Públicas. Barcelona: Ediciones Gestión 2000.com
Heath, R. L., & Coombs, W. T. (2005). Today’s public relations: An introduction. Thousand Oaks: Sage Publications.
Hoy, P., Raaz, O., & Wehmeier, S. (2007). From facts to stories or from stories to facts? Analyzing public relations history in public relations textbooks. Public Relations Review, 33(2), 191–200. doi: 10.1016/j.pubrev.2006.11.011
Ihlen, Ø, & Ruler, B. van (2007). How public relations works: Theorical roots and public relations perspective. Public Relations Review, 33(3), 243-248. doi: 10.1016/j.pubrev.2007.05.001
Jelen, A. (2008). The Nature of Scholarly. Endeavors in Public Relations. En Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (Eds.). Public Relations Metrics: Research Evaluation (pp. 36-57). New York: Routledge.
Kagan, R. L. (2012). Las <
L’Etang, J. (2008). Writing PR history: issues: methods and politics. Journal of Communication Management, 12(4), 319–335. doi: 10.1108/13632540810919783
L’Etang, J. (2014). Public relations and historical sociology: Historiography as reflexive critique. Public Relations Review, 40(4), 654–660. doi: 10.1016/j.pubrev.2013.12.009
L´Etang, J. (2015) Where is Public Relations Historiography? Philosophy of History, Historiography and Public Relations. En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 69-84). London: Palgrave Macmillan.
Lamme, M. O., & Russell, K. M. (2010). Removing the spin: toward a new theory of public relations history. Journalism and Communication Monographs, 11(4), 280-362. doi: 10.1177/1522637910011004
Martínez Gallego, F. A. (2000). Propaganda impresa y construcción del Estado Moderno. En Espejo Cala, C. (Coord.).
Propaganda Impresa y construcción del Estado Moderno y Contemporáneo (pp. 27-71). Sevilla: Ediciones Alfar.
McKie, D., & Munshi, D. (2005). Tracking trends: Peripheral visions and public relations. Public Relations Review, 31(4), 453-457. doi: 10.1016/j.pubrev.2005.08.001
Mckie, D. & Xifra, J. (2014). Resourcing the next stages in PR history research: The case for historiography. Public Relations Review, 40(4), 669-675. doi: 10.1016/j.pubrev.2014.01.006
Miller, K. S. (2000). U. S. Public relations history: knowledge and limitations. Communication Yearbook, 23(1), 381–420. doi: 10.1080/23808985.2000.11678978
Miller Russell, K., & Lamme, M. O. (2016). Theorizing public relations history: The roles of strategic intent and human agency. Public Relations Review, 42(5), 741-747. doi: 10.1016/j.pubrev.2016.04.002
Moore, S. (2012). Ideals and realities: Renaissance state communication in Machiavelli´s The Prince and More´s Utopia. Public Relations Review, 38(3), 383-389. doi: 10.1016/j.pubrev.2011.11.009
Munshi, D., Kurian, P. & Xifra, J. (2017). An (other) ‘story’ in history: Challenging colonialist public relations in novels of resistance. Public Relations Review, 43(2), 366-374. doi: 10.1016/j.pubrev.2017.02.016
Olasky, M. N. (1984). Retrospective: Bernay´s Doctrine of Public Opinion. Public Relations Review, 10(3), 3-12. doi: 10.1016/S0363-8111(84)80088-0
Pearson, R. (1990). Perspectives on public relations history. Public Relations Review, 16(3), 27–38. doi: 10.1016/S0363-8111(05)80067-0
Pearson, R. (1992). Perspectives on public relations history. En E. L. Toth, & R. L. Heath (Eds.). Rhetorical and critical approaches to public relations, (pp. 111–130). Hillsdale: Lawrence Erlbaum.
Pellicer, J. (1965). Avisos Históricos. Madrid: Taurus.
Raaz, O., & Wehmeier, S. (2011). Histories of public relations: comparing the historiography of British, German, and US public relations. Journal of Communication Management, 15(3), 256–275. doi: 10.1108/13632541111151014
Ruler, B. van (2004). The communication grid: an introduction of a model of four communication strategies. Public Relations Review, 30(2), 123-143. doi: 10.1016/j.pubrev.2004.01.002
Ruler, B. van & Verçiç, D. (2005). Overview of public relations and communication management in Europe. En Ruler, B. & Verçiç, D. (eds). Public Relations and Communication Management in Europe: a Nation-by-Nation Introduction in Public Relations Theory and Practice (pp. 1-12). Berlin/Boston, De Gruyfer Mouton.
Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (2009). Public Relations Metric. Measurement and Evaluation- An overview. En Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (Eds.). Public Relations Metrics: Research Evaluation (pp. 1-18). New York: Routledge.
Russell, K. M. & Lamme, M. O. (2016). Theorizing public relations history: The roles of strategic intent and human agency. Public Relations Review, 42(5), 741-747. doi: 10.1016/j.pubrev.2016.04.002
Salcedo, N. R. (2008). Public relations before ‘public relations’ in Spain: an early history (1881–1960). Journal of Communication Management, 12(4), 279–293. doi: 10.1108/13632540810919756
Salcedo, N. R. (2011). Corrientes historiográficas de las relaciones públicas: la historia de una profesión en entredicho. Observatorio (OBS*) Journal, 5(4), 257-290. doi: 10.15847/obsOBS542011519
Salcedo, N. R. (2012). Mapping public relations in Europe: writing national histories against the US paradigm. Comunicación y Sociedad, 25(2), 331–374. doi: 10.15581/003.25.36172
Sallot, L. M., Lyon, L. J., Acosta-Alzuru, C., & Ogata Jones, K. (2003). From Aardvark to Zebra: Millennium Analysis of Theory Development in Public Relations Academic Journals. Journal of Public Relations Research, 15(1), 27-90. doi: 10.1207/S1532754XJPRR1501_2
Selltiz, C., Wrightsman, L. & Cook S. (1980). Métodos de investigación en las relaciones sociales. 9ª edición. Madrid: Rialp.
Tilson, D.J. (2006). Devotional-Promotional Xommunicatin and Santiago: A Thousand-Year Public Relations Campaign for Saint James and Spain. En L´Etang, J. & Pieczka, M. (eds). Public relations: Critical debate and contemporary practice (pp. 167-184). Nawwah, Lawrence Erlbaum.
Verçiç, D., Gruning, L. A. & Gruning, J. E. (1996). Global and Specific Principles of Public Relations: Evidence From Slovenia. En Culberton, H. M. & Chen, N. (Eds.). International Public Relations: A Comparative Analysis (pp. 31-65). Mahwah, New Jersey, LEA: Lawrence Erlbaum Associates, Publicers.
Vos, T. P. (2011). Explaining the origins of public relations: logics of historical explanation. Journal of Public Relations Research, 23(2), 119–140. doi: 10.1080/1062726X.2010.504793
Watson, T. (2008). Creating the cult of a saint: communication strategies in 10th century England. Public Relations Review, 34(1), 19–24. doi: 10.1016/j.pubrev.2007.08.023
Watson, T. (2013). International History of Public Relations Conference 2013. IHPR. Bourmouth University, June 24, 2013. Recuperado de https://microsites.bournemouth.ac.uk/historyofpr/files/2010/11/Tom-Watson-IHPRC-2013-Keynote-Address4.pdf
Watson, T. (2014). Let’s get dangerous: a review of current public relations historical scholarship. Public Relations Review 40(5), 874-877. doi: 10.1016/j.pubrev.2014.02.001
Watson, T. (2015). What in the Worlds is Public Relations? En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 4-19). London: Palgrave Macmillan.
Wilcox, D. L., & Cameron, G. T. (2012). Public relations strategies and tactics (10th ed.). Boston: Allyn& Bacon.
Wilcox, D. L., Ault, P. H., Agee, W. K. & Cameron, G. T. (2001). Public relations strategies and tactics. New York: Harper & Row.
Xifra, J. (2017). Recognition, symbolic capital and reputation in the seventeenth century: Thomas Hobbes and the origins of critical public relations historiography. Public Relations Review, 43(3), 579-586. doi: 10.1016/j.pubrev.2017.03.001
Xifra, J. & Collell, M. R. (2014). Medieval propaganda, longue durée and New History: Towards a nonlinear approach to history of public relations. Public Relations Review, 40(4), 715-722. doi: 10.1016/j.pubrev.2013.12.005
Xifra, J., McKie, D., & Collell, M.R. (2019). Creatively escaping insularity and encouraging internalism: British radicalism, history from below, and public relations historiography. Public Relations Review, 45(2), 275-281. doi: 10.1016/j.pubrev.2018.06.007
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