A DISCURSIVE PERSPECTIVE FROM NEW-ZEALAND - ANOTHER WORLD-VIEW

In this article we employ Fairclough's model of critical discourse ana lysis to explore the roles that public relations practitioners play in discursive struggles. We also draw on Moffitt's work on articulation and overdetermination to analyze the discursive practices employed by public relations practitioners in the research, redesign and training phases of discourse transformation. At the societal level, discourse t ransformations emerge out of the discursive struggles engaged in by co mpeting institutions and groups over sociocultural practices. The inst ances of discursive struggle over sociocultural practices which are an alyzed in this article are drawn from the environmental, labor relatio ns and education policy areas in New Zealand and Western Australia.