Grunig's Situational Theory: A Replication, Application, and Extension

Peter K. Hamilton

57 citations0/0 files storedJournal of Public Relations Research

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Public Relations and Crisis Communication Media Studies and Communication Media Influence and Politics

Abstract

Grunig's situational theory segments publics from a larger population based on the activeness or passiveness of communication behavior. This study found support for the Grunig model in a survey conducted during the 1990 governor's race in Kansas. The variables of the theory—problem recognition, level of involvement, and constraint recognition—accurately predicted different levels of communication activity about the election. The theory also predicted the outcomes of communication successfully. In contrast to previous studies using the situational theory, this study found a strong relationship between the situational variables and standard demographic characteristics of age, education, and income—thus suggesting the possibility of using segmentation procedures that include both situational variables and media demographics. Finally, the article suggests that the situational theory could be enhanced by including an energy variable—specifically Hull-Spence's behavior equation—and a media use variable.

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1958The psychology of interpersonal relations.2018MANAGING PUBLIC RELATIONS 1955The principle of congruity in the prediction of attitude change.1989Sierra club study shows who become activists

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