On Latour Actor-networks, modes of existence and public relations

Public relations plays a key role in the communication processes that forge alliances and coalitions in order to strengthen the position of the organization in society. Using the theories of the French sociologist/anthropologist/philosopher Bruno Latour, public relations practitioners can be studied as important participants in the construction of so-called actor-networks. The Actor-Network-Theory (ANT) of Latour is a theoretical perspective that has developed into a broader sociology of associations. Actors are studied “in action” while they are associating themselves to each other and to things (the material world), trying to form a collective with a shared definition of a common world. This often leads to controversies that are suitable circumstances to trace the history of the associations that are formed and map the present situation. The tracing of associations is the main task of the social scientist, according to Latour (2005b).