An analysis of Public Relations profession image in selected films and television shows of American production

Istraživanje prikaza imidža profesije odnosa s javnošću provedeno je kvantitativnom analizom sadržaja tri odabrana filma (Thank You for Smoking, The Ides of March i The Queen) i 113 epizoda tri odabrane televizijske serije (Scandal, The West Wing i Sex and the City) američke produkcije. Kvalitativna analiza korištena je kao otvorena metoda individualne percepcije prikazanih medijskih sadržaja. Oslanjajući se na istraživanje koje je provela Miller (1999) vidljivo je da je prikaz profesije odnosa s javnošću u većem postotku negativan. Praktičari odnosa s javnošću u odabranim filmovima i televizijskim serijama analizirani su i u odnosu na područje djelovanja te se može zaključiti da je ono značajno usmjereno na elemente moći u društvu. Nadalje, istraženo je definiranje profesije odnosa s javnošću na temelju naziva pozicije praktičara za odnose s javnošću u odabranim filmovima i televizijskim serijama koje pokazuje da je ovo područje još uvijek nejasno. Prema prikazu profesije za odnose s javnošću i praktičara za odnose s javnošću u čestim pojavljivanjima u televizijskim serijama i filmovima primjetan je rast profesije. S ovim rastom neophodno je prikazati profesiju odnosa s javnošću u realnom prikazu putem medija što ukazuje na važnost daljnjih istraživanja.The survey of the image of the public relations profession was carried out by quantitative analysis of three selected films (Thank You for Smoking, The Ides of March and The Queen) and 113 episodes of three selected television series (Scandal, The West Wing and Sex and the City) of US production. Qualitative analysis was used as an open method of individual perception of the displayed media content. Relying on Miller's (1999) research, it is apparent that the representation of the public relations profession is at a higher percentage negative. Public relations practitioners in selected films and television series are also analyzed in relation to the field of action, and it can be concluded that it is significantly focused on the elements of power in society. Further, the public relations profession was explored based on the position of public relations practitioners in selected films and television series, which shows that this area is still unclear. According to the public affairs profession and public relations practitioners in frequent appearances in television series and films, there has been a rise in the profession. With this growth, it is necessary to show the profession of public relations in real-world view, which indicates the importance of further research