| The 1990s have been characterized by political and military conflicts in which the enemy—the “Other”—increasingly is defined by race, ethnicity, or religion. The purpose of this dissertation was to articulate a theory of cultural public relations that might explain these identity-based conflicts. Cultural public relations occurs when an organization avows a cultural identity that appeals to organizational publics in its articulation of a common Other, thus encouraging publics to become active on behalf of the organization. I framed my theory with concepts from public relations management, cultural identity, political science, and feminist studies.; Within this theoretical framework of cultural public relations, I conducted a case study of the Democratic Progressive Party (DPP) on Taiwan to explore relationships among public relations, cultural identity, and political activism. I also investigated the international and gendered dimensions of these relationships. Within a qualitative methodology, I used a quantitative survey (N = 166; response rate = 28.77%), qualitative interviews (N = 22), and participation-observation in the culture over a 13–month period.; Findings suggested that the DPP, an “activist organization” and Taiwan's major political opposition party, engaged in cultural public relations as outlined in six propositions. First, the organization practiced strategic management of public relations, communicating symmetrically with organizational publics while conserving its fundamental interests. Second, the DPP avowed identities that were Taiwanese, anti-ruling party, and pro-Taiwan independence. Third, the party's avowals of these identities created a sense of unity between itself and party members and supporters. Fourth, the DPP recognized that its pro-independence identity had international ramifications, complicating relationships between the United States and “China.” Fifth, the DPP used these identities to encourage its publics to join or vote for the party. Finally, the organization supported women and women's issues; however, both party members and the party itself remained tied to traditional views on gender.; In short, the DPP used Taiwanese identities to create feelings of solidarity between itself and its publics, to otherize the ruling party, and to encourage individuals to join or vote for the DPP. Cultural public relations thus offers one means of explaining identity-based movements that appear increasingly prevalent as we enter the next century. |
