ABSTRACT
This chapter introduces liquid modernity, Zygmunt Bauman's account of postmodern society to argue for the ways in which his work may enrich the response to the theory of postmodern society within the field of public relations. It focuses on the small number of publications in public relations that stand out in this respect, showing the extent to which Bauman has been absorbed and how he shaped the views, in particular, on the postmodern ethics in public relations. Tester argued that Bauman's approach to sociology was shaped in lasting and fundamental ways by his two Polish professors, Julian Hochfeld and Stanislaw Ossowski, a debt publicly and gratefully acknowledged. Bauman's analysis of liquid modernity ties together the phenomena of lightness, power, and inequality. The chapter concludes with the importance of approaching public relations phenomenologically through the prism of the individual's experience of professional life in the liquid organization.
