Public relations as a scientific subject: the impact of neuroscience
Abstract
The efforts to endow public relations with a scientific character have generated the widespread opinion that they constitute a social science. But the lack of a theoretical production adjusted to the scientific method, together with the marked interdisciplinary nature of its corpus, prevent us from considering it as a science in its own right. It is true that neuroscientific research has opened the door to the use of empirical data to study brain processes in senders and receivers, during the practice of public relations actions. However, these techniques still require contrasting with classical methods in communication, subject to contextual interpretation.Keywords
Corporate communication, epistemology of communication, psychobiology, neuropsychologyReferences
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