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Regular version of the site

Book chapter

The history of the development of communication as an institutionalized field and as a discipline in the post-Soviet space

History of Communication as a field and discipline in Russia is often viewed as the development of different communications domains. This chapter considers the evolution of public relations education as one of the branches of communication in post-Soviet Russia. The chapter raises the question how the legacy of the Soviet Union and the inclusion of Russia in the global context shape the current state of public relations industry and education. Due to Soviet ideological patterns and the country’s social-cultural and economical evolution, institutionalization of post-Soviet public relations seems to support the logic of “path dependence”. The history of Russian public relations education and research is predominantly driven by the influence of the United States and some European countries. Greater convergence with the latter being partly determined by the similarity in the value systems of these countries and the fact that Russia has been a country-participant of the Bologna Process. Therefore, both historical legacy and global context have had an impact on institutionalization of public relations as an academic field in post-Soviet Russia. Today, the identity of Russian public relations school is most clearly manifested in the establishment of an integrated degree program combining Advertising and Public Relations. The Russian degree’s eclectic nature, public relations industry needs, and historical context are a promising foundation for development of Integrated Communications.

In book

Edited by: D. Kruckeberg, K. Tsetsura. Routledge, 2020.