Discourse colonization has become a central public relations strategy in major national and international communication campaigns. The practical, theoretical and ethical implications of this strategy have, however, yet to be worked through in the public relations literature. In this article we outline a method for analyzing one form of discourse colonization, which we term 'genre colonization'. We then apply this new method to a specific case in order to illustrate both the method in practice and the mechanisms used to effect genre colonization within discourse. In the process, a framework for undertaking genre colonization emerges. Some aspects of the ethics of employing this strategy are raised but further research is required to support a full discussion.
Public Relations Review,
Vol. 24, no. 2 (1998), pp. 203-218