It is impossible for adequately understanding the social development of public relations without having a close look over its gendered feature. It has been identified that the centrality of gender plays an extremely important role in order to shape the social relations, considering that gender is known to be one of the most centralized principle of organizing across which social life has been revolving (Daymon& Demetrious, 2010). It is believed that inquiring the public relations as a practice of gender will help in bringing deeper understanding of the external as well internal relationships, the future and past direction, and the variety of culture.
Thus, this particular issue of public relations professionalism helps in taking the stock over knowledge within a particular domain and within a specific duration of time. In the light of this issue, this essay will focus on discussing the implications of gender issues for contemporary professionals of public relations, as they apply to the campaigns, strategies and tactics of public relations.
Gender Issue in Public Relations Profession
Gender is known to be a comparatively undefined concept within this particular field. Hence, the initial point to begin with is by defining gender in the profession of public relations. From the stance of sociology, this is not in consideration with male or female, but instead it is the performance, construction and negotiation of feminine or masculine identities. This approach of anti- determination has been by Giddens (2009) arguing that gender is concerned with the cultural, social and psychological differences between females and males (Daymon& Demetrious, 2010). Gender has been linked to the notions of social construction related to femininity and masculinity.
Implication of Gender Issue on Public Relations
In the early years of 1970s, relation of sex or gender was articulated with respect to male chauvinism and sexism. This notion resulted in connoting an objectionable, oppressive, but nonetheless, stable and rigid combination of relations between women and men. This particular way to position gender, in an unwitting manner, has resulted in setting narrow boundary of thought across this particular issue (Daymon& Demetrious, 2010). Due to the diversified and opposing perspectives on gender, public relations can be considered as the main site of investigating gendered relations.