Transspective Model of PRology as a Variant of the Post-non-classic approach to the Scientific Knowledge In Public Relations

Public Relations have become an integral part of social life. Certain conditions are important for studying this complicated, ambivalent phenomenon, they are consistency and systemacity of scientific knowledge in PR (PR-studies) which initially are interdisciplinary. However, modern status of PR-studies is characterized by multiple 'gaps' and discrepancy. In addition, there are more than fifteen hundred definitions for PR, which are often contradictory. Many researchers consider it as an insuperable obstacle for developing a universal theory of PR. Meanwhile, changing 'conceptual lenses' allows us to perceive this variety and inconsistency as the situation of high entropy and chaos near the point of bifurcation. It suggests the choice of attractor and brings scientific knowledge in PR to the new level of system organization. In other words, it is possible for PR-studies not to be stuck from epistemological point of view if one could see the course of its development as part of universal scientific knowledge concept, which has changed from classic to post-non-classic. The question that has to be answered is whether it is proper to apply the post-non-classic, non-lineal, synergetic approach to PR-studies as it has such short 'biography' and has not fully appeared even in its classic 'format'. The author believes that at least two arguments make it possible. First, if we consider post-non-classic not only as the stage of science development but also as the type of scientific thinking which can be applied in analyzing all kinds of complicated 'human-dimensional' objects. Second, if we accept the view of 'non-lineal' syntheses as 'combination of structures of different 'age' and different levels of development' instead of thinking of it as of some fixed structures. Thus PR-studies may be represented as open non-lineal cognitive system which elements, such as object, methodology, categorical framework, etc., have different levels of development and apprehension. The author believes that philosophical-methodological complex based on universal evolutionary (V.S. Styopin, E. Jantsch, etc.) and transspective analysis (V.E. Klochko) can provide PR-studies with post-non-classic projection. Using this methodological complex, PR-studies can be described as open non-lineal self-organizing cognitive system which common transspective model represents syntheses of three separate models - 'classic', 'non-classic', and 'post-non-classic'. These models may be considered not only as transspective stages of PR-studies, but also as separate projections which allow to represent PR-studies simultaneously from the positions of classic, non-classic, and post-non-classic scientific rationalism for further choosing the one which fully corresponds with the system of thinking and types of problems the subject of knowledge is supposed to solve.

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