Public Relations As Structuration: A Prescriptive Critique of the StarLink Global Food Contamination Case

In this case study, the contamination of the world food supply with genetically modified (GM) corn in 2000 by the transnational corporation, Aventis CropScience, provides the context for considering how theory and practice can be adapted to support a more dialogue-based approach to public relations. As a poststructural alternative, Giddens's theory of structuration is presented as a paradigmatic alternative to the traditional functionalism that is evident in the Aventis public relations experience.