Summary: 1. Rationale In the summer of
1993, Huntington, a professor of political science and Director of the John M. Olin Institute at Harvard University, published an article in the journal Foreign Affairs entitled "The clash of civilizations" (The Clash of Civilizations) that triggered reactions and comments of all types at the international level. It was not for nothing, for its serious and blunt warnings of a clash of civilizations at the global, and as a Harvard expert who announced publicly and threatening tone. In the same year 1993, in Catalonia, after the Olympics, we could not even imagine that years later we would be meeting point of civilizations as to believe in a clash premonitorio also announced by Professor Huntington. Much less could we imagine the terrorist attacks of 2004 and 2005 in Madrid, New York or London (perpetrated by Al Qaeda), as well as the recent racial conflicts that occurred in November 2005, in Paris, between Muslim people of French origin against lay people French origin. In Australia, particularly in Sydney, clashes occurred between white people and people of Australian origin color of Australian origin that resulted in hundreds of injuries and burnt vehicles, caused in large part by a crisis situation and multicultural identity. Article Huntington intrigued us in 1993, but interest increased after a published book that the author himself to defend themselves against opponents that had arisen. This is the book entitled: The clash of civilizations and the remaking of world order, published in 1996 by Simon & Schuster in New York. After reading our concern about this reshaping of the world order grew and became a concern that led to start seriously interested. In the years 1998/99 had begun to realize that Catalonia began to change rapidly from one race to a multitude of races, two languages (Catalan and Spanish) to a multitude of languages religion, mostly Catholic, a heterogeneous mixture religions (today, the year 2005, according censa the ISOR-Center for Research in Sociology of religion exist in Catalonia fourteen religious traditions, and between groups or religious movements that emerged from those close to ninety). This led to start studying many other authors who will be reflected along the thesis, some in favor of multiculturalism and against the various multicultural and religious views that are gathered at the country stable and powerful. We have seen in Catalonia, almost without realizing it until it is already visible in our streets, to a rapid increase in immigration, for example, the city of Girona (La Vanguardia, December 9, 2005) in the year 1998 had a a total of seventy thousand six hundred and thirty seven neighbors registered and entered into the twenty-first century and seventy-three thousand six hundred and thirty-seven, but only since January 2001 when the figure reached seventy-five thousand two hundred and fifty-six people he progressed to the eighty-six thousand six hundred seventy-four early in the year, and ninety thousand last September (2005), although the City Council publicly acknowledged that exist in the city one hundred twenty seven thousand people according to statements to La Vanguardia, December of 2005. This thesis is a continued effort to help provide answers to this complex problem of the clash of civilizations, as reflected in the article Huntintong  How to avoid the crash multicultural?. A second crucial element in this thesis was the experience that I gained working with Professor Dr. Edward L. Bernays, in Cambridge -EE.UU- since 1989 until his death in 1995. Dr. Bernays, a world pioneer of the Public Relations (PR from now), and adviser to the House 8 White 1ff8 as well as presidents of the US and major characters and world leaders, I was able to work alongside six years invaluable in shaping personal and professional. Later, with Professor Dr. Sam Black, in London, pioneering European PR, continue training initiated by Bernays. The method is submitting impregnated with the teachings of Dr. Bernays. That is why I have devoted a chapter to his teachings, which brings our correspondence professional to try to better understand this giant of PR At the global level. These two ingredients have cuajado in a thesis that was amasándose gradually. It was the result of years of research in the United States, United Kingdom and Spain. It expressed for the first time, with a global sense, in a lecture at the Central University of Chile in Santiago, Chile, in November 2005. Previously were exposed loose parts of the thesis conference at Queen's University (2003) and Staffordshire University (2004) in the UK. These conferences served to contrast with previous ideas scholars and on the use of the method in the theory and some of them also were lucky to be able to participate in one of the most important conferences of Europe organized by the English newspaper The Guardian in January 2005, which brought together experts in multicultural topics as: Madeleine Bunting, Ted Cantle, Tariq Ramadan, Ash Amin, Shareeta Fulat, Gary Younge, Ann Believe, Sukhuinder Stubbs, Zlauddin Sardar, Geoff Multan and Tariq Modood. They were able to socialize extensively on many multicultural topics among others: whether we can choose our identity or we choose this to us, or how to live with what we are today: a multicultural society and secular communities in Catalonia except Muslims, Catholics, Protestants , Buddhists and other religions ninety census in Catalonia. Such discussions we contacted the Catalan cultural and religious leaders who respect, but do not share what the Catalan secular society because, according to them, is a fallacy. 1.2. Objectives. The problem that we have just outlined in the previous justification is a range of intractable, so in reality we have smaller goals: empirical or operational goals. It is a combination of objectives descriptive themselves for social research, and explanatory objectives, which seek to find out some of the issues that we have raised. In our case this is not a dichotomy explanation / description, but rather a complementary approach to analyze the reality. The objectives empirical we ask in our research work are as follows: I. Analyze changes that have occurred in recent years, particularly in the last decade of last century, with the passage of communities monocultural, in which a single pattern dominated culture, intercultural communities, in which different cultures coexist in a same space and time. II. Probes into the multicultural reality of Catalonia, in their particularities and characteristics, as well as putting in comparison with other multicultural realities close to the Catalan, such as the Spanish and European. III. Draw the profile of the profession of PR Under the new social and cultural framework of the twenty-first century, as well as the roles and responsibilities of the profession should welcome. IV. Studying the contribution of Edward L. Bernays in connection with the present method. V. Propose a method of persuasion -MMPS- of public opinion that is effective in avoiding conflicts between multicultural groups of different cultures. VI. To apply our method of persuasion to the case of the Chinese community now settled in Catalonia, so that it can be an understanding between the two communities, namely the Chinese and Catalan, as well as establishing avenues of cultural coexistence. 1.3. Methodology. "The social reality is complex, multivariate and difficult to understand, appearing before the eyes of a scholar or researcher as multiple realities. His analysis can not therefore be simple or accomplished only through a single methodology or scientific perspective" (Garcia Ferrando et al. 1992:15). There is no single scientific method, universally recognized. There are characteristics that make up the scientific method and that they continue to pursue rigorously-hence the name "scientific rigor": clear objectives, design operational validity and reliability in data collection, a rigorous analysis of the same conclusions and tight.  What we tend to use a method / or other methodology? First, the scientific paradigm in which we enmarquemos. Paradigm understood as a scientific school, the conceptual framework, "spectacles" through which we see the reality, we choose some social problems as a priority, we adhere to some theories and reject others. Taking as a basis the elementary division paradigmatic: positivist or inductive, interpretive and critical, we enmarcamos in interpretive paradigm because we "understand" the reality and the critic, because we want "change" reality. Although we incline by qualitative paradigms, this does not mean that we have waived quantitative analysis; are not incompatible. The most important thing is the attitude of the researcher and has been our understanding and change, not segmentation of reality or generalization of the findings of the investigation. This dual paradigmatic framework makes sense a certain eclecticism in terms of methodology. First, we used the qualitative method, not its antinomy symbolic cuantitativo-cualitativo, but the empirical method that seeks to understand the reality -multiculturalismo- and seeks to establish identities and differences. In any case excludes the quantitative analysis of data collected in the investigation. It will try to give an account of aspects, components and plans specific subject knowledge. In the analysis we used the criteria multicultural "emic 'and' etic", as suggested by MacIntyre: "unless we start with a characterization of a society on its own terms, we are unable to identify the object that requires explanation. Attention to the intentions, motives and reasons, must precede attention to the causes, and the description in terms of the concepts and beliefs of the subject must precede the description according to our concepts and beliefs "(1976:44). The social reality is a reality shared meanings and intersubjetivamente expressed in the language, both on the subject of the thesis -multiculturalidad- as in the treatment -RR.PP. And MMPS-; meanings that are not merely subjective beliefs or values, but constituent elements of social reality. The social reality is composed of both facts and common meanings to be understood if we want to account for this social reality, the social practice is to be interpreted, from the meanings that the investigator own shares (expressed, in part, in this introduction). Secondly, we have used the historical method, it works as historian rebuilding and interpreting the past, but as the sociologist when interrogated and interrogates social reality, about what cursus suffered by the university, has come about as if he is, and even that has come to be. Being seeks to deepen the awareness of the contingency of social reality and allow perceive the historicity of the social phenomena studied, both of multiculturalism as the evolution of PR Thirdly, we use the comparative method, a result of the awareness of diversity: the variety of forms and processes, structures and social behavior, both in space and in time, which leads to the curiosity of a scholar 8. But c 1ff8 arece sense to compare any two things. It is appropriate analogy a sufficient degree of structural complexity and among the things I have both PR As multiculturalismo- to be confronted, as well as the need not desgajar arbitrarily context -multiculturalismo in Catalonia, Spain and the European institutions, processes or cultural objects that compares. Finally, we used the method crítico-racional that "never looking simply an increase of knowledge as such: its goal is the emancipation of man from slavery" (Horkheimer, 1976:224). In this method, we assume the values with which comulga investigator, and that was evidenced over the investigation. Considering rationality is evident above all in the end, without entailing any dogmatic contained in the conclusions, or just want unanimity of the same. Increasingly there is a position in favor of complementarity methodological. It does not matter to make a quantitative or qualitative research, but do a good and thorough investigation, whatsoever. It is essential to respond to the challenges that we face in society, with the understanding that is the problem that we dictate the method and not the other way around. This is the justification for our methodological eclecticism. 1.4. Structure. The structure of the thesis has a funnel-shaped -delimitación gradually until reaching the method MMPS, end of the same object. The structure is formed by the various items that make up and represent in the next picture to a vision of the same immediate. On the one hand we want to show the new multicultural reality glance, mainly by the media. That we highlight the need for our approach, the following two chapters (III and IV) are in the field of PR. In these two chapters we justify our position Theoretical and practical approach, placing a special emphasis on Bernays. Finally, we present the method and its application to a field study. That we wanted to show the feasibility of it and, in turn, we can improve it for future applications. Given the title and summary table summarizing, it follows: Chapter I: Introduction. This chapter lists the goals, as well as the methodology that fits the same. A brief introduction justifies the choice of topic for our thesis. Chapter II: The new reality Multicultural. Within the theoretical framework describing the new reality of migration lots of features, graphics and documents. After describing the various paradigms of multicultural fact, such as assimilation, the cultural understanding, cultural pluralism, the fact bicultural, multiculturalism and social reconstruction, anti-racist multiculturalism, cultural criticism, we posicionamos two of them for our thesis. Discusses also different views on multiculturalism in Catalonia, and with reference to Spain and Europe. Opposing Views on multiculturalism in national and international experts as Kroeber, Zapata, Kymkicka, Levi-Strauss, Gruzinski, Estruch. Finally, we make clear our stance staff of the new multicultural reality Catalan regarding factors which we consider crucial such as immigration, labor, entertainment, food, home, health, family, digitization of society, economy, ecology, sustainability, regularization , crime, new immigration policies. We seek that the findings, comments and expressions made in this chapter are documented and supported by graphics to provide us with clear information as to offshoring, Islam, illegal aliens, immigration permits, and so on. Chapter III: The Public Relations. It discusses the background and historical development of the scientific discipline of the profession of PR And its implementation and use in modern organizations today. It describes aspects such as the use of science numerous assistants for PR (Economic, business, information science, sociological, psychological, anthropological) that provide us with knowledge of the public that will enable persuade her to apply these science through art and creativity of the PR There are other techniques (marketing, networking, research, marketing, publicity, advertising, promotion, sales, advertising) that helps the credibility and confidence necessary for the public. A series of anthropological foundations of the doctrine of the European PR Its size business and the various schools and ideological thoughts of the profession in the United States and Spain. It also analyzes the thought of big international experts from the profession such as Bernays, Cutlip, Center, Black, Grunning, and behavioral models of PR As the agent's information, asymmetrical and symmetrical. All this helps to compose the foundation of the present method: the MMPS. Chapter IV: Edward L. Bernays. For its universal influence in the field of PR, as well as our personal relationship with Edward L. Bernays, we dedicate a separate chapter. It describes the work and contributions of this pioneering theoretical world of PR, as well as their influence on our research and analysis in the field of scientific discipline of PR When we worked with him in the USA. After a brief biography, exposing their academic and scientific contributions through its literature, we consider part of its articles collected by A. Larson. It looks as defined in the PR profession, and why as the baptized with the name, their successes, their disappointments, their recognition, the foundation for mutual consensus engineering (used today by PR companies ) as well as the future of the profession. Finally, in the annexes, is exposed part of our correspondence which can also be accessed at the Library of Congress in Washington in the USA. Chapter V: MMPS. The fifth chapter consists of two large blocks -multiculturalidad and PR-configured within the theoretical framework which lead to the method MMPS. This chapter is divided into two parts, the theoretical and practical: a) The theory on which exposed the method MMPS. This consists of nine phases, which describes gradually as to persuade the public to give credibility and confidence based on messages related to multiculturalism concern transmit to the political powers always taking into account both interests, the political interest and the interest of citizens. These phases are as follows: Phase I: Analysis of the situation multicultural and diagnosing problems, Phase II: definition of the goal of the campaign multicultural Phase III: identification of the message multicultural and communication strategy, Phase IV: identifying targets multicultural customers Phase V: identification of channels campaign, Phase VI: test pilot, Phase VII: launch of the campaign: winning formula applied to multiculturalism, Phase VIII: keeping campaign, and finally Phase IX: valuation campaign. B) Practice: That includes the study of field - The case of the Chinese entrepreneurs in Cataluña- that demonstrates how the model is feasible, it allows them to influence, persuade and to generate credibility and trust, thereby supporting this model in the standards of ethics and morality socially marking responsible professional bodies and associations in the world.
