AN EXPLORATION OF MULTICULTURALISM IN CHINA‟S PUBLIC RELATIONS EDUCATION: FROM THE PERSPECTIVE OF TEXTBOOKS
This study expands on global public relations literature by examining how China’s public relations education has adopted the concept of multiculturalism in its textbooks. Overall, this study was guided by relevant literature in globalization and multiculturalism, as well as public relations practice and education in China and the United States. Then, a qualitative content analysis of 20 Chinese public relations textbooks revealed Chinese public relations educators’ perceptions of global public relations and the relationship between culture and public relations. These results indicate an increasing focus on culture in the practice and education of public relations in China. Moreover, results of this study provide insight into the challenges that global public relations practitioners and scholars face within different cultural contexts.