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Research Article Open Access
Applying the General Process Model of Content
Homogenization to Public Relations and Public
The model of media content homogenization propounded by Payne integrates several extant theories of media processes and effects into a single model that predicts homogenous news content that reflects interests of elites. This article poses several arguments for the application of Payne’s model to theories of public relations practices. This article suggests that Payne’s rather linear model does not adequately address the emerging “shadow” model of news dissemination through digital and especially social media. The article concludes with normative and pragmatic arguments for the ethical practice of public relations.