Fractures of Excellence: the elimination of Public Relations' ambiguities

Abstract

As it recognizes the accumulation of social criticism about abusive public relations practices, the article reflects, based on a broad literature review, on the reasons why such theme takes a peripheral place in the academic studies. It addresses how the paradigmatic model adopted by the field, the Excellence, limits studies on controversial practices due to a functional evolutionary approach that links efficiency, complexity, and ethics, minimizing attempts to explore the impacts of public relations on the formation of the contemporary world.