Full title 'The construction of Australia Day: a study in public relations as 'new cultural intermediaries'. This article talks about how Australia Day was essentially reinvented by public relations as it become redundant, with little public support. A festival 'in search of meaning'. Of interest to me is that the article begins by saying that cultural intermediaries role in Nationalism and National identity had largely been ignored, so the study addresses an area we have not looked at. Mainly because the outputs and effects of PR / advertising are dismissed as not significant and ignored altogether relating to the construction of identity. The lack of scholarly attention does not make sense in relation to the size & growth of the PR industry. And research at all is mostly US oriented and certainly not towards Govt organisations. This really helps my project rationale and is encouraging for my project, generally. This is the 1st semester in 8 (with undergraduate) that academic text is actually informing my work.
It talks about the origins of the celebration in Sydney with the usual British stuff, drinking & merriment, gun salute, official (Govt) dinner & ball then sporting and cultural events and fireworks were added when it was declared 'a day for everyone' to mark the 50th celebration in 1838. But by the centenary celebration in 1888, where celebrations were fancier with parades and public entertainment, even though attendance on the day was good, public interest had started to wane. At the same time, politicians regularly engaged professional intermediaries to represent their interests in symbolic forms to influence public opinions and behaviours. But, although the celebrations got fancier, by the 150th celebration in 1938 Aboriginal groups had declared the day one of mourning and the public remained ambivalent and dismissed the 'superficiality of the occasion and the meaninglessness of it's symbolism'.
Joels PR consultancy firm was established in 1946, moving from journalism to PR in 1937 (a growing trend in the 20th century that has also been largely ignored) and Asher Joel (later Knighted! no less) was appointed publicity officer in WWII, demonstrating significant strategic involvement. He became indispensable to Govt.
Even though the day had been labelled 'invasion day' and marred with protests by 1970, the Bicentenary proved to be a spectacular celebration attracting broad public support and involvement, proof that Joels role was intrinsic.
Since then, Australia Day Council admittedly develop themes to be promoted and strategies and messages to 'reposition' Australia Day away from it's imperial origins and negative associations with 'invasion' and dispossession of Aboriginal people. Australia Day today is the result of an orchestrated campaign of public events & meetings, speeches, promotional literature and films & media publicity.
Now, if we want to shape the day we must acknowledge this influence of PR and this is what my project aims to do. I have a guide and testing ground for my image.
I have come across the name Pierre Bourdieu in a number of articles in the last few weeks and I am very interested in reading his book (1984) 'Distinction: a social critique of the judgement of taste'. Grayson Perry and his quote from Freud 'The vanity of small differences' and looking at this work with fresh eyes and a different context might warrant another go.