Socialization and the acquisition of professional discourse: A case study in the PR industry

This article tracks the socialization of a Chinese intern into a Hong Kong PR company and considers the factors that enabled her to move toward acquiring the discourse of the profession. Taking a case study approach, the research is based on a detailed daily journal written by the intern during her internship, and two interviews. Over the 3-month period of the internship, her written discourse changed considerably, revealing the extent of her socialization into the organization. Specifically, the intern's writing changed from detailed general descriptions of her activity to discourse resembling that of PR practitioners. The study demonstrates the power of the workplace as a context for learning, yet data show that the academy, by providing tools for understanding and reflecting on organizational culture, also has a role to play in socialization processes. © 2012 SAGE Publications.