Environmental Concern and Situational Communication Theory: Implications for Communicating With Environmental Publics

Public relations practitioners will find Grunig's situational communication theory to be a useful tool for identifying environmental publics and their orientations toward specific environmental issues. The research reported here explores the utility of Van Liere and Dunlap's (1981) measure of environmental concern in differentiating situational publics. The data were collected by telephone survey from 1,002 adult respondents. Members of the routine public did not perceive environmental issues to be a problem because they favored economic development over concern for the environment. The fatalistic public reported watching television news about pollution and held a pro-environmental attitude. Problem recognition provided a cognitive measure of environmental awareness and was consistently associated with communication behavior. Level of involvement and environmental concern provided attitudinal measures of the respondent's orientation toward environmental issues; however, these variables were not consistently associated with communication behavior. Public relations objectives designed to increase awareness and knowledge of an organization's environmental position may be far more effective than attitudinal objectives designed to create a more favorable image for the organization in view of the fact that the relationship between cognition and communication is much stronger than that between affect and communication.     

The influence of perceived shared risk in crisis communication: Elaborating the situational theory of publics

The study explored whether perceived shared experience with a media portrayal could influence various cognitions—such as concern, sense of personal involvement, and desire to learn more—that are important for behavior change. This research used the situational theory of publics in order to evaluate whether perceived shared risk is an antecedent to the factors leading to communication behavior. In general, the findings from this experiment supported the idea that shared risk experience with portrayals in news coverage has the potential to influence problem recognition, involvement recognition, and a new variable that combines information seeking and processing: that of information gaining.     

Situational Theory of Publics: Exploring a Cultural Ethnocentric Bias

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.     

The Relationship Between Religiosity and Internet Use

With the solidifying of the Internet as an influential form of mediated communication has come a surge of activity among media scholars looking into what leads individuals to use this emerging technology. This study focuses on religiosity as a potential predictor of Internet activity, and uses a combination of secularization theory and uses and gratifications theory as a foundation from which to posit a negative relation between these 2 variables. Religiosity is found to retain a significant negative relation with Internet use at the zero order, and remains a robust negative predictor of the criterion variable even after accounting for a host of demographic, contextual, and situational variables. Ramifications for these findings are discussed and an outline for future research building on our analyses is provided.     

Engagement across three social media platforms: An exploratory study of a cause-related PR campaign

This study analyzed a social media campaign promoting child welfare to explore the associations among people's social media use, their engagement with different social media platforms (blog, Facebook page, Twitter account), and three intended behavioral outcomes (social media behavior, offline communication behavior, and helping behavior). An online survey of 73 participants shows that people's use of each social media platform was significantly related to their engagement with it at a bivariate level (when the other control variables were not considered). Social media use was also related to all three behavioral outcomes. Additionally, users’ engagement played a significant mediating role in the relationship between their social media use and their offline communication behavior.     

The Situational Theory of Publics in a Different Cultural Setting: Consumer Publics in Singapore

In an ever-globalizing world, it behooves one to ask whether, and if so to what extent, the theoretical constructs developed primarily in Western democracies are applicable elsewhere. This study used the Situational theory of publics to assess the communication behaviors of a sample of Singaporeans vis-à-vis the level of customer service in the retail sector. The study surveyed 242 retail customers and conducted 3 focus groups of retail consumers. Results revealed that the situational theory was quite useful in identifying the communication behaviors of consumer publics in Singapore. A majority of the respondents perceived high problem recognition but also displayed constrained behavior in responding to the problem. Only a few respondents exhibited activist behavior as described in the theory. Cultural factors such as deference to authority and collectivism played a significant role in the constrained behaviors of the respondents. We contend that the referent criterion, abandoned for over 2 decades, helps include culture as an independent variable in the theory.     

Principal Component Analysis of Fertility Changes: United States, 1950–1960

Abstract

Much of present theory and research concerning class and ethnicity overlooks or discounts the overlapping effects of these two social dimensions upon individual behavior and group structure. Gordon's ethclass is discussed as the most proximate attempt at a conceptual model which integrates the two. Hypotheses suggested by this scheme as it relates to multi-ethnic, highly stratified societies are discussed. It is suggested that the three variables of the ethclass—cultural behavior, primary group interaction, and group identification—be augmented by a status variable which will account for the effects of socially assigned ethnic and class identities.     

Memory for Investor Relations Messages: An Information-Processing Study of Grunig's Situational Theory

Marketing managers have used segmentation techniques to divide mass markets into specialized markets for some time, and many public relations practitioners have adopted the same techniques for their practices. Most marketing techniques segment markets more effectively than publics, however, and thus have limited value in public relations. Few public relations scholars have developed segmentation techniques for publics that are comparable to those used to segment markets in marketing. Grunig and Childers (1988) developed a situational theory of publics that has been tested and used widely by academic researchers. The theory segments publics by the activeness and passiveness of their communication behaviors and the extent to which their behavior affects organizations. Grunig maintained that active publics are more likely to process information actively and to remember it than are passive publics. This study uses the context of investor relations to test the cognitive effects of Grunig's theory. In doing so, it applies cognitive psychological methods of experimentation rarely used in public relations research and tests the effects of involvement, problem recognition, and constraint recognition on two types of memory performance. Differences were found in cued recall and recognition memory; the implications of these differences are discussed.     

Why do participants in voluntary organizations leave? Exploring the relationship between value congruence and length of stay

Recognizing the importance of values and the specific characteristics of participants and situations in voluntary organizations, we examine how value congruence—the fit or compatibility of values between participants and the organization, or among participants—interacts with personal and situational factors to predict participants' length of stay in their organizations. Introducing the case of a voluntary organization that offers shared housing, we measure value congruence through textual similarity in the self‐introduction documents of 49 participants and the organization's mission statement. This approach differs from the self‐reported measures based on participants' perceptions or recalled interactions used in previous studies. In line with expectation‐disconfirmation theory, participants with the strongest beliefs in organizational values had shorter lengths of stay. The amount of intraorganizational communication also moderated the relationship between value congruence and length of stay. This study provides theoretical and methodological implications for nonprofit management by considering personal and situational factors and evaluating value congruence by textual similarity.     

Contextual and Audience Moderators of Channel Selection and Message Reception of Public Health Information in Routine and Crisis Situations

A richer understanding of audience channel selection and message reception during routine and crisis situations through receiver-oriented research offers great promise to extend situational theory's predictive utility. Key variables of situational theory, including involvement, constraint, and problem recognition in information seeking and processing may be moderated by broader demographic and contextual factors in consumption of health information. Thus, situational theory frames this analysis of channels most important for public use in routine and crisis contexts in health information seeking, differences in preferences between contexts, and the criteria publics apply when evaluating the quality of health information. Results of a national random telephone survey (n = 400) indicate a need for more receiver-based studies in public relations, as involvement and demographics played key moderating roles in channel preferences. Use of several channels including radio, magazine, and television differed between crisis and routine contexts for health information consumers. In both crisis and routine contexts, those with high health involvement were more likely to use active media channels such as newspapers and magazines. Perceived accuracy is also revealed as a key criterion in evaluating the quality of health information consumers receive.     

Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Attributes of Publics

Experimental methods were used to examine the influence of public relations strategies on attributes of publics. Specifically, public relations strategies derived from Hazleton and Long's (1988) public relations process model were tested to determine strategy influence on problem recognition, involvement, constraint recognition, and goal compatibility toward an organization responding to activism. Results indicate that the attributes of problem recognition and involvement are influenced by public relations strategies. In addition, the findings of this study support the situational theory of publics. Items measuring involvement and goal compatibility were the strongest predictors of information seeking behavior. Findings indicate that goal compatibility is a predictor of strategy effectiveness.     

Four publics of anti-bioterrorism information campaigns: A test of the situational theory

Applying the situational theory, this study examines the extent to which citizens recognize bioterrorism as a social issue, their level of involvement with it, and how their perceptions of it affect communication and protective behaviors. A national sample survey (N = 363) showed that problem recognition was positively related to information seeking and processing while constraints recognition was negatively related to information seeking and processing. Involvement was positively related to information seeking. Respondents were segmented into four public types based on media consumption habits, source trust evaluations and intentions to perform recommended behaviors.     

The Family and Juvenile Delinquency*

This paper examines the effect of various “family variables” on the etiology of juvenile delinquency. These self-report data are unique in that they are from reports by parents of their child's behavior, the nature of the child's life at home, and parental perceptions of their relationship with the child. How the family and delinquency literature fit into control theory's conceptualization of the importance of a child's attachment to the family as a determinant of delinquency is evaluated. Variables measuring (1) family structure, (2) poor parental characteristics, (3) household characteristics, and (4) parent-child relationships are examined. The attachment variable was found to be the strongest predictor of delinquency and helps to “interpret” the effects of other variables that are significantly related to delinquency. The variables that predict male delinquency were found to be different from those that predict female delinquency. Characteristics of the parents' marriage play an important role for boys, while misbehavior of girls is more strongly predicted by variables measuring parent-child interaction and parental control.     

Role of Parent and Peer Relationships and Individual Characteristics in Middle School Children's Behavioral Outcomes in the Face of Community Violence

This study examines processes linking inner‐city community violence exposure to subsequent internalizing and externalizing problems. Hypothesized risk and protective factors from 3 ecological domains—children's parent and peer relationships and individual characteristics—were examined for mediating, moderating, or independent roles in predicting problem behavior among 667 children over 3 years of middle school. Mediation was not found. However, parent and peer variables moderated the association between exposure and internalizing problems. Under high exposure, normally protective factors (e.g., attachment to parents) were less effective in mitigating exposure's effects than under low exposure; attachment to friends was more effective. Individual competence was independently associated with decreased internalizing problems. Variables from all domains, and exposure, were independently associated with externalizing problems. Protective factors (e.g., parent attachment) predicted decreased problems; risk factors (e.g., friends' delinquency) predicted increased problems. Results indicate community violence reduction as essential in averting inner‐city adolescents' poor behavioral outcomes.     

Gender,Race/Ethnicity,and Deviant Drinking: A Longitudinal Application of Social Structure and Social Learning Theory

Aker's (1998) theory of social structure and social learning (SSSL) argues that structural variations in deviant behavior, such as gender or race/ethnic differences in underage or heavy drinking, are mediated by social learning variables. However, longitudinal analyses of deviant drinking in an urban sample of white, black, and Hispanic adolescents fail to support the SSSL mediation hypothesis. Significant gender and race/ethnic differences persist after controls for social learning variables as well as for social bonding variables. Interaction effects involving two social bonding variables—family attachment and moral belief—point to theoretically important conditions that maintain a gender gap in underage drinking and relatively low levels of deviant drinking among African American adolescents.     

Does perceived incongruence in opinion climate influence the degree of outspokenness? Evidence from two national events in China

This study extends the spiral silence theory and investigates the influence of perceived incongruence in opinion climate on individuals' intentions to express their true thoughts. Three intervening variables were examined to explain the process by which perceived incongruence in opinion climate leads to self-censorship: ambivalence, perceived opinion support, and internet political efficacy. Using data collected in telephone interviews with a random sample of 1020 Chinese residents in Shanghai and Guangzhou, we found that individual perceptions of the opinion climate varied considerably, and they were based on different media outlets. The Chinese audience is able to tell the difference between traditional media and the internet in terms of the features of their content. Moreover, among the Guangzhou residents, we found that the perceived incongruence in opinion climate was negatively related to the individual's willingness to express his or her true thoughts. Perceived opinion support was found the most robust intervening variable among the three proposed mediators.     

Strategic Thinking about Employee Communication Behavior (ECB) in Public Relations: Testing the Models of Megaphoning and Scouting Effects in Korea

In public relations, employees are regarded as one of the most important strategic constituencies because they interact with external publics on a daily basis. However, employees' communication behavior (ECB) has not been extensively researched in public relations. The purpose of this research was to conceptualize and develop concrete measurements of ECB that can help theoretical development and strategic planning in public relations. In particular, the study identified two unique aspects of ECB—megaphoning and scouting—that refer to employees' voluntary efforts to collect and circulate strategic information externally and internally. In addition, a new concept, microboundary spanning, based on the two aspects of ECB is conceptualized. In this study, symmetrical internal communication and employee-organization relationships were posited as antecedent variables to the proposed ECB variables. A survey research was conducted with 300 employees in different types of organizations in Korea.