We found that Pierre Bourdieu said actors struggle and compete to position themselves in what he calls “field” with the help of different forms of symbolic and material resources (capital). On the public relations, assists organizations in the struggle for such positions and a typology of different resource types in developing. The conclusions about the actors seeking to get their issues discussed, defined and settled. The organization draws on different types of capital and there is a need for reworked typology.
Research seeking to develop and more stringent categories for an analysis of different forms of capital and their relations in the specific field within an organization that operates. The endeavor is particularly helped by working in media sociology, which, turns, is used to construct the typology of organizational resources has suggested.
On the Sociology of Bourdieu is uncovering the way in which the social world is structured, constituted, and reproduced through the individual and collective struggle to conserve or transform the social world.
Language and Power are understanding language structures of understanding are communicated. A language is a form of symbolic power that is often not recognized as power. Linguistic relations are symbolic power.
The Theory of Practice focuses on subjectivism by understood as the perspective asserting that social reality is produced through the thought decisions and actions of individual agents. Using the habitus, field, and capital. Habitus as a system of durable dispositions to internalized mental or cognitive structure that functions both consciously and constrains what people should do and should not do. Habitues also determines actions and pushes actors around and make them passive. The field is understood as social space or network of the relationship between the position occupied by actors. Capital is apprehended as symbolic capital. Three fundamental types economic capital (money), cultural capital (knowledge, skill, educational), social capital connections, membership of group). Criticism remarked that rhetorical strategy is particularly ironic given. It is a mode of communication has been seen as recognition of the problems.
Relevance for Public Relations is Bourdieu’s work beginning with the suggestion for a typology of organizational resources are made. He said the actors possess a different type of resources is not an original notion.
An Excursion in Media Sociology it must be emphasized that we don’t see public relations only as media relations. Bourdieu said he treats individuals and institutions as entities with similar status and that he does not contribute a theorized model of institutions. The fact is that the resources used in media relations also have relevance for other public relations activities, such as lobbying and community relations.
Institutionalization about an organization resources may be regarded as coming into play initially in the way is institutionalized. Organization understood as encompassing attempts by a number of individuals to coordinate certain task including communication, to reach a goal. The simplest operate is to eat the organization’s human resources.
Economic Capital has important things is even in the free market system, free speech is only effective if factors can establish a substantial presence and the most often requires resources the financial kind. For examples in a Norwegian study of a conflict over energy and the environment, simply due to its clever use of public relations.
Knowledge Capital is cultural capital may be embodied, objectified, or institutionalized. In media sociology, however, cultural capital has been understood to take the form of legitimacy, authoritativeness, respectability, and the contact that bring. Media has found there is no one-to-one relationship between media content and public attitudes.
Social Capital often used to describe the resources and the degree of shared values and trust within the community. Ther are two components is the size of the networking and the volume of the capital that the other components of the network have and to which person obtains access to the network.
Symbolic Capital is defined as a reputation for competence and image of respectability and honorable. Symbolic capital is subjective in contrast to other form and perceived as making legitimate demands for recognition.
The Reworked Typology of Capital has five questions :
To what degree is an organization institutionalized? Asked about the nature of the organizations.
What kind of economic capital does an organization have? To be defined as the organization’s budget.
What kind of knowledge capital does an organization have? It is defined as formal professional education or informal skills acquired through practice.
What kind of social capital does an organizational have? This type of capital can also be assessed qualitatively, in terms of the type of connections that organization has with competitors, politicians, journalists, research, and another relevant group is made among organizations.
What kind of symbolic capital organizations has? Define a reputation for competence and image. Can be analyzed qualitatively as an organization standing, prestige and legitimacy, expressed by other central actors or the media.