Ethnoscapes,finanscapes and mediascapes : Global cultural flow theory in the Latin American public relations industry between the 1990s and 2000s

Abstract

This study analyzes the reasons that drove several multinational public relations agencies to set foot in different financial cities within Latin America between the 1990s and 2000s. During this period of time, countries like Argentina, Brazil, Chile, and Mexico, strengthened their democracies and significantly opened their economies to the world. Within this context, this study employs global cultural flow theory; particularly the concepts of ethnoscapes, finanscapes and mediascapes, to theorize on the reasons that led these multinational public relations agencies to invest time, money, and human resources in these economies. Through 16 in-depth interviews with seasoned public relations professionals from these agencies, plus a qualitative content analysis of media coverage on the region published in PRWeek, this study seeks to contribute to the growing literature at the intersection of public relations and neoliberalism, theorizing on the why and how these global firms expanded their businesses to Latin America in a quest for new clients and publics to serve.