Situational Theory of Publics: Exploring a Cultural Ethnocentric Bias

Laura Illia · Francesco Lurati · Rita Casalaz

32 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Journalism and Media Studies Media Studies and Communication

Abstract

The situational theory of publics demonstrates that stakeholders are best segmented into active publics, given their high problem recognition, low constraint recognition, and high level of involvement in an issue. This study further demonstrates that low identification with an issue is significant as the public's situational drivers are increased by a high ethnocentric bias. This argument is investigated with regard to a specific type of public: journalists. The results confirmed previous discussions of how a specific public's situational behavior might be influenced by a referent criterion representing a biased mindset of that public toward the topic.

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