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This book is open access under a CC BY 4.0 license. This book provides an original and challenging analysis of one of the most pressing social issues of our times: intergenerational inequality. Based on recent mixed-method research, it explores the extent and scope of generational divides through an up-to-date analysis of the changing opportunities for young people in Britain across different life... more...

Some scholars argue that education systems across the western world are becoming increasingly similar due to the influence of transnational discourses and organizations. Others believe that education is the panacea for all problems of social cohesion. After all, aren't the well-educated usually more tolerant, civically engaged and trusting than the poorly educated? This book critically examines both claims. It finds that western... more...

Creative input is inevitably required of the PR practitioner, and yet many PR practitioners lack a real understanding of the creative process. Creativity in Public Relations addresses this situation. It guides the reader through a range of techniques and tips for generating creative ideas, as described by the "five I's" of the creative process: information, incubation, illumination, integration and illustration. Among the topics it explores are:... more...

Creative input is inevitably required of the PR practitioner, and yet many PR practitioners lack a real understanding of the creative process. Creativity in Public Relations addresses this situation. It guides the reader through a range of techniques and tips for generating creative ideas, as described by the "five Is" of the creative process: information, incubation, illumination, integration and illustration. Among the topics it explores are:... more...

Make ideas contagious through every channel of communication Viral marketing -- word-of-mouth marketing that spreads rapidly -- is now mainstream, but some of its concepts are still catching on in the realm of public relations. Drawing partly on the theories of evolutionary biologist Richard Dawkins, who used the phrase "meme" to describe a self-replicating unit of cultural information, Andy Green shows how contagious ideas --or memes -- can spread... more...