Classifying Publics: Communication Behaviors and Problem-Solving Characteristics in Controversial Issue

Authors:

• Lan Ni (University of Houston)
• Jeong-Nam Kim (Purdue University)
• Eun-Ju Lee (Korea Press Foundation)

Abstract:

Aiming to elaborate on J. E. Grunig and Hunt's (1984) typology of publics in a way that captures the dynamics in communication during issue evolution, this study introduced a theoretical framework of Communicant Activeness in Problem Solving (CAPS). Using thirty-four qualitative interviews, this study identified seven different types of publics and explored their communicative characteristics. The findings have implications for further segmenting subgroups within the active and aware publics (the most crucial groups in issues).