ABSTRACT
This chapter is devoted to one of the major issues of the scientific knowledge of public relations, which is describing its objective-subjective field. There is a contradiction between a large number of various definitions of public relations, including alternative ones, on one hand, and the lack of a common subject scheme that could provide a comprehensive and consistent explanation to such a diversity of definitions, on the other hand.
The author addresses the issue by introducing a methodological complex (system) that includes the concept of sociotechnical objects by G. P. Shedrovitsky; the dimensional ontology by V. E. Frankl; the epistemological structuralism by U. Eco; and the idea of generalized codes by N. Luhmann.
The research resulted in creating a PR genotype as a common subject scheme and an invariant matrix that allows constructing specific subject schemes in different disciplines, paradigms, and ontologies (classical, nonclassical, and post-nonclassical). The author argues that such an approach to describing the objective-subjective field corresponds in the best way possible with the modern scientific knowledge of PR (PRology) as one of the new technological sociohumanistic sciences that study the patterns of producing and the functioning of various types of socio-technological objects, which are High-Hume technologies that are aimed at developing corresponding individual and public consciousness.
