Wrangling in the Marketplace or Bartering in the Bazaar? Adapting Metaphors for Public Relations' Societal Role.

The marketplace of ideas metaphor has long influenced how scholars and practitioners understand public relations' role in U.S. discourse and democratic society, yet it is rarely questioned. We argue that the unacknowledged aspirations and Western, capitalist values embedded in the marketplace of ideas could cloud understandings of public relations in society and absolve practitioners of certain consequences of the discourses they put forth due to the function of the invisible hand symbolism operating within it. This work draws mostly from rhetorical and marketplace theory in public relations, including fully functioning society, to present five central limitations of the marketplace metaphor. A case example of U.S. discourse about trans women in sports showcases the shortcomings of the marketplace metaphor in practice. We introduce the bazaar and other compatible metaphors to inspire alternative, figurative thinking about societal communication and address some of the limitations we present, though we also ask questions about the marketplace of ideas to improve its fit with contemporary public relations. This essay offers theoretical and practical contributions by extending metaphors to explain practitioner responsibility in societal discourse and outline the importance of suiting metaphors to particular public relations contexts. [ABSTRACT FROM AUTHOR]