ABSTRACT
This chapter presents a theoretical framework on public relations, popular culture and social change. Public relations plays a double game, in that it creates popular cultures that are deeply compromised and commercialised yet also simultaneously promotes and undermines efforts at social change. This framework potentially transforms our understandings of how public relations may be deployed to meaningfully engage with publics and bring about social change in line with social justice perspectives. The findings enable a stronger understanding of how such social change may be realised and achieved.
