Public Relations in the Capitalist Mode of Production: A Critical Analysis

Introduction

In her book, Public Relations in the Capitalist Mode of Production, Cicilia Krohling Peruzzo offers a critical analysis of the role of public relations in capitalist societies. Peruzzo argues that public relations is not simply a neutral tool that can be used for good or for evil, but rather that it is an integral part of the capitalist system and serves to maintain and reproduce the existing social order.

Public Relations and the Capitalist System

Peruzzo begins by arguing that public relations is a product of the capitalist mode of production. She traces the history of public relations back to the early days of capitalism, when businesses began to use public relations techniques to promote their products and services and to build relationships with the media. Peruzzo argues that public relations has become increasingly important in recent years as the capitalist system has become more globalized and competitive.

The Functions of Public Relations

Peruzzo identifies four main functions of public relations in the capitalist mode of production:

1. To promote the interests of the capitalist class. Public relations is used to create a positive image of the capitalist system and to justify the actions of the capitalist class. For example, public relations campaigns may be used to promote the idea that capitalism is the best economic system or to defend the profits of corporations.
2. To divide the working class. Public relations is used to divide the working class by promoting the idea that workers have different interests than each other. For example, public relations campaigns may be used to promote the idea that white workers are superior to black workers or that men are superior to women.
3. To legitimize the state. Public relations is used to legitimize the state and to make it appear that the state is acting in the interests of all citizens. For example, public relations campaigns may be used to promote the idea that the state is necessary to protect citizens from crime or to provide them with essential services.
4. To create a culture of consumption. Public relations is used to create a culture of consumption by promoting the idea that people need to buy more and more goods and services in order to be happy. For example, public relations campaigns may be used to promote the idea that people need to buy new clothes every season or that they need to have the latest gadgets.

The Impact of Public Relations

Peruzzo argues that public relations has a significant impact on society. She argues that public relations helps to maintain and reproduce the capitalist system by promoting the interests of the capitalist class, dividing the working class, legitimizing the state, and creating a culture of consumption. Peruzzo also argues that public relations can be used to manipulate public opinion and to suppress dissent.

Conclusion

Peruzzo concludes by arguing that public relations is a powerful tool that can be used for good or for evil. She calls for public relations practitioners to use their skills and knowledge to promote social justice and to challenge the capitalist system.

Why You Should Read This Book

Public Relations in the Capitalist Mode of Production is a must-read for anyone who wants to understand the role of public relations in society. Peruzzo's analysis is clear, concise, and well-supported by evidence. She provides a valuable critique of public relations and offers a vision for a more just and democratic society.

If you are interested in public relations, social justice, or the capitalist system, I highly recommend that you read this book. It will challenge your thinking and inspire you to take action.