Imagining the Lives of Others: Empathy in Public Relations

This paper asks how we might theorise empathy in public relations (PR) in the light of a widespread ‘turn’ towards emotion in the academy, as well as in popular discourse. Two distinct notions of empathy are explored: ‘true’empathy as discussed in intercultural communication, is driven by a human concern for the other in order to understand experiences, feelings and situations that may be different from our own; whereas ‘instrumental’ empathy, reflecting a self orientation, is said to characterise much neoliberal market discourse in which corporations are urged to understand their customers better. Thus, while empathy may seem highly desirable as a means to enter into dialogue with an organisation’s publics, particularly during times of social upheaval and crisis, it is important to pay attention to empathy in public relations discourses including whose goals are served by empathetic engagement; and the type(s) of empathy called upon within a PR context. A literature review identified a socio-cultural definition of empathy as ‘imaginary effort’. A review of the public relations literature, however, found that while empathy is considered an important principle and personal attribute, notions of empathy, with a few exceptions, are under-explored. Nonfunctionalist, socio-cultural research which examines the meanings that practitioners associate with empathy is distinctly lacking; therefore in order to gain further insight into empathy, two sources of data were explored. The analysis of a popular online practitioner blog showed that other-centred empathic skill is discursively framed as instrumental in achieving clients’ business objectives. The analysis of three empathy statements drawn from 12 in-depth interviews with practitioners revealed complex empathic discourse in practitioner-client relationships. While the findings are limited to illustrative analyses only, this paper challenges researchers to develop conceptualisations and perspectives of empathy as imaginary effort in public relations

Thermal referral: evidence for a thermoceptive uniformity illusion without touch

When warm thermal stimulators are placed on the ring and index fingers of one hand, and a neutral-temperature stimulator on the middle finger, all three fingers feel warm. This illusion is known as thermal referral (TR). On one interpretation, the heterogenous thermal signals are overridden by homogenous tactile signals. This cross-modal thermo-tactile interaction could reflect a process of object recognition, based on the prior that many objects are thermally homogenous. Interestingly, the illusion was reported to disappear when the middle digit was lifted off the thermal stimulator, suggesting that tactile stimulation is necessary. However, no study has investigated whether purely thermal stimulation might induce TR, without any tactile object to which temperature can be attributed. We used radiant thermal stimulation to deliver purely thermal stimuli, which either were or were not accompanied by simultaneous touch. We found identical TR effects in both the original thermo-tactile condition, and in a purely thermoceptive condition where no tactile object was present. Control experiments ruled out explanations based on poor spatial discrimination of warm signals. Our purely thermoceptive results suggest that TR could reflect low-level organization of the thermoceptive pathway, rather than a cognitive intermodal modulation based on tactile object perception

Innovators’ Acts of Framing and Audiences’ Structural Characteristics in Novelty Recognition

We integrate a rhetorical with an audience-mediated perspective on novelty recognition to advance a conceptual framework where recognition of novel ideas is understood as the result of the interplay between an innovator’s acts of framing and audiences’ structural characteristics. Building on storytelling and narrative research, we argue that innovators can overcome the liability of newness of their ideas by framing them so as to shape the evaluation of relevant audiences (e.g., peers, critics, investors or users). We also suggest that non-agentic mechanisms can render a field more or less permeable to the reception of novel ideas. Specifically, we propose that two audience-level characteristics affect novelty evaluation: audience heterogeneity and whether an audience is internal or external to cultural producers’ (including innovators’) professional community. Studying innovators’ acts of framing and marrying them with audience-level characteristics affords a window into a more nuanced understanding of how novel ideas are recognized and eventually accepted in cultural fields, thus offering several contributions to research on innovation and entrepreneurship and, more generally, social evaluation

Incarnation and animation: physical versus representational deficits of body integrity

Two apparently disparate phenomena of defective body integrity are reviewed. The first concerns dysmelia, characterized by the congenital absence or deformation of limbs, and the focus of the review is on phantom sensations of people with this kind of physical integrity disorder. The second phenomenon consists of non-psychotic individuals' desire to have a healthy limb amputated, which is interpreted as a mismatch between the physical integrity of a particular limb and its representation in multimodal cortical areas of the brain. We outlined commonalities and differences between the two conditions and note the absence, in both areas of research, of a unified theory that would account for the reported phenomenology. Phantom limbs in dysmelia and the desire for limb amputation most likely are the consequence of very early developmental dissociations between physical and phenomenal body shapes. They are mirror images of one another in that the former constitutes an "animation without incarnation" and, the latter, an "incarnation without animation"