The evolution of the public sphere

Purpose The purpose of this study is to rethink the issue of publicity from a cross-cultural and evolutionary perspective. Design/methodology/approach Assuming that there is a dominant paradigm in the studies of the public sphere centered on Habermas' ideas, media theory (and especially Luhmann who is considered as a media theorist) is selected as a new context that provides different concepts, ideas, language games and metaphors that allow the re-foundation of the study of publicity. Findings Publicity as a social structure emerges - and acquires different forms during history - out of the complex dynamics resulting from the interaction between success media, such as power, and different kinds of dissemination media. Originality/value A research into the forms of publicity not only promotes awareness of the ubiquity of the phenomenon across cultural evolution, but also offers tools to make new discoveries and systematize what is already known about the subject and its ramifications.