Divided we stand: Defying hegemony in global public relations theory and practice?

The last decade has seen the world becoming increasingly complex. One way of dealing withcomplexity, according to Schwab (2010a), is to look for certainties or solutions that imposeorder by simplifying. The authors contend that this is a risk in public relations practiceand the academy. While recognizing their benefits they warn against attempts to produceglobal models which also seek to impose hegemony and argue for maintaining a diversitythat reflects reality. They take the cases of the UK and Singapore as respective exemplarswhere hegemony has arguably occurred and where it can still be resisted. They call for aprofessional and epistemological stand against hegemony.