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Janet B. Ruscher
Prejudiced attitudes and stereotypic beliefs about outgroups can be reflected in language and everyday conversations. Explicit attitudes and beliefs may be expressed through use of group labels, dehumanizing metaphors, or prejudiced humor. More implicit attitudes and beliefs may be leaked through variations in sentence structure and subtle word choices. Empirical work shows that such prejudiced attitudes and stereotypic beliefs can spread within ingroup communities through one-on-one conversation as well as more broadly through vehicles such as news, the entertainment industry, and social media. Individuals also convey their prejudiced beliefs when communicating to outgroup members as message recipients. Outgroups who are members of historically disadvantaged groups, in particular, are targets of controlling or patronizing speech, biased feedback, and nonverbal behavior that leaks bias.
Mart Ots and Robert G. Picard
Due to its function as a watchdog or fourth estate in democratic societies and a variety of commercial challenges, policy-makers have undertaken initiatives to support the production and distribution of news. Press subsidies are one such policy initiative that particularly aims to provide support to private news producers. Paid as direct cash handouts or indirect reduced taxes and fees, they exist in some form in almost every country in the world. Subsidies are not uncontroversial, their effectiveness is unclear, and their magnitude, designs, and areas of application, differ across nations and their unique economic, cultural, and political contexts.
After periods of declining political and public interest in media subsidies, the recent economic crisis of journalism, and the rising influence of various forms of click-bait, fake, native, or biased news on social media platforms, has brought state support of original journalism back on the agenda.
Shirley S. Ho and Andrew Z. H. Yee
Health communication research has often focused on how features of persuasive health messages can directly influence the intended target audience of the messages. However, scholars examining presumed media influence on human behavior have underscored the need to think about how various audience’s health behavior can be unexpectedly influenced by their exposure to media messages. Two central theoretical frameworks have been used to guide research examining the unintended effects: the third-person effect and the influence of presumed media influence (IPMI). The theoretical explanations for presumed media influence is built on attribution bias, self-enhancement, perceived exposure, perceived relevance, and self-categorization. Even though both the third-person effect and the IPMI share some theoretical foundations, and are historically related, the IPMI has been argued to be better suited to explaining a broader variety of behavioral consequences. One major way that presumed media influence can affect an individual’s health behavior is through the shifting of various types of normative beliefs: descriptive, subjective, injunctive, and personal norms. These beliefs can manifest through normative pressure that is theoretically linked to behavioral intentions. In other words, media have the capability to create the perception that certain behaviors are prevalent, inculcating a normative belief that can lead to the uptake of, or restrain, health behaviors. Scholars examining presumed media influence have since provided empirical support in a number of specific media and behavioral health contexts. Existing findings provide a useful base for health communication practitioners to think about how presumed media influence can be integrated into health campaigns and message design. Despite the proliferation of research in this area, there remains a need for future research to examine these effects in a new media environment, to extend research into a greater number of health outcomes, to incorporate actual behavioral measures, and to ascertain the hypothesized causal chain of events in the model.
Privacy rights are controversial in communication processes and entail varying levels of disclosure of sensitive personal information. What constitutes such personal information and how it should be accessed and used by various actors in a particular communicative exchange tends to be dependent on the situation at hand. And yet, many would argue that a baseline level of privacy should be expected by individuals as part of maintaining human integrity and personal control over information disclosure. Different frameworks exist for thinking about privacy as a right, and these frameworks further suggest different mechanisms for the control of information and the protection of privacy rights in changing communication environments. For example, the main shift in communication processes from the pre-Internet era to a networked world has brought with it renewed debates over the regulation of privacy rights. How would privacy rights be evoked in the face of rapidly changing technologies for networked surveillance, biometric identification, and geolocation? And moreover, how would these rights be applied differently to distinct populations based on class, nationality, race, gender, and age? These questions form the core of what is at stake in conceptions of privacy rights in contemporary communication.
Fuschia M. Sirois
Whether viewed as a domain-specific behavior or as an enduring tendency, procrastination is a common form of self-regulation failure that is increasingly recognized as having implications for health-related outcomes. Central to procrastination is the prioritization of reducing immediate negative mood at the cost of decisions and actions that provide long-term rewards, such as engaging in health behaviors. Because people tend to procrastinate on tasks they find difficult, unpleasant, or challenging, many health-promoting behaviors are possible candidates for procrastination. As modifiable risk factors for the prevention of disease and disability, health behaviors are often the target of health risk communications aimed at health behavior change and reducing health procrastination. Research has consistently demonstrated the deleterious effects of chronic procrastination on health outcomes, including poor physical health, fewer health promoting behaviors, and higher stress in healthy adults and those already living with a chronic health condition.
Examining the factors and psychological characteristics associated with chronic procrastination can provide insights into the processes involved in procrastination more generally, as well as the qualities of the health messages that can promote or prevent procrastination of the targeted behaviors. Low future orientation, avoidant coping, low tolerance for negative emotions, and low self-efficacy need to be considered when designing effective health risk communications to reduce procrastination of health behaviors. Yet, health risk communications aimed at reducing procrastination of important health behaviors such as healthy eating, regular physical activity, screening behaviors, and cessation of risky health behaviors often use fear appeals to motivate taking protective actions to reduce health risks. Such approaches may not be effective because they amplify the negative feelings towards the health behaviors, which can engender maladaptive coping responses and motivate procrastination rather than adaptive responding. This is especially likely among individuals prone to procrastination more generally, or specifically with respect to health. Health risk communication approaches that minimize the negative emotions associated with risk messages and instead highlight short-term benefits of engaging in health behaviors may be necessary to reduce further health behavior procrastination among individuals prone to this form of self-regulation failure.
Journalism can be defined as a communication process between producers and consumers. Traditionally, both ends have been addressed as separate spheres. Journalism and journalism studies developed around the study of journalism producers—that is, journalists and their professional identities and practices. The audience was long considered the end point of journalism; the public sphere was where journalism was consumed. Rather than also studying audiences’ news use practices, the audience was generally imagined as a mass of passive sensation seekers unappreciative of the value of good journalism and taken for granted as a result. This dichotomous view of users and producers has since then been challenged.
First, the inequality in attention given to producers over users was addressed during a sociological turn in the study of journalism since the 1990s. This “turn” inspired a series of seminal studies focusing on the audience of journalism, showing how layered people’s interpretative practices are and how these are contextually shaped. Although journalism studies in the 21st century still tend to orient their gaze more to producers than users, the audience’s part in shaping the role of journalism in society is being increasingly acknowledged.
In parallel, with the continuing advancements in information and communication technologies, the conceptual distinction between producers and users in itself was questioned. Whereas the role of audiences in producing news was already explored in studies of community media and public journalism, it was the adoption of digital media that led to the blurring of lines between media producers and users. This distinction has encouraged journalism researchers to explore practices such as citizen and participatory journalism, leading to new conceptions of the user/producer dimension in journalism.
The user/producer dimension in journalism may be blurred, but it has not dissolved. Especially from a more structural perspective, professional journalists and news organizations still have preferential access to the news ecosystem and larger impact on the policy agenda. Conceptually however, news users should be conceived as potential contributors to the production and distribution of journalism. As such, news users are not the end point of journalism but an essential part of it.
The study of journalists’ professional roles is a principal avenue to understand journalism’s identity and place in society. From the perspective of discursive institutionalism, one could argue that journalistic roles have no true “essence”; they exist as part of a wider framework of meaning—of a discourse. At the core of this discourse is journalism’s identity and locus in society. As structures of meaning, journalistic roles set the parameters of what is desirable in the institutional context of journalism: they are subject to discursive (re)creation, (re)interpretation, appropriation, and contestation. In other words, the discourse of journalistic roles is the central arena where journalistic culture and identity is reproduced and contested; it is the place where the struggle over the preservation or transformation of journalism’s identity takes place.
Journalists articulate and enact journalistic roles on two analytically distinct levels: role orientations (normative and cognitive) and role performance (practiced and narrated). The four categories of journalistic roles—normative, cognitive, practiced, and narrated roles—correspond to conceptually distinct ideas: what journalists ought to do, what they want to do, what they really do in practice, and what they think they do.
Normative roles encompass generalized and aggregate expectations that journalists believe are deemed desirable in society. Most normative roles of journalists are derived from a view that emphasizes journalism’s (potential) contribution to the proper workings of democracy.
Cognitive role orientations comprise the institutional values, attitudes and beliefs individual journalists embrace as a result of their occupational socialization. These roles tend to appear as evident, natural, and self-explaining to the journalists. They index their individual aspirations and ambitions and the communicative goals they want to achieve through their work. Practiced role performance captures the roles of journalists as they are executed in practice; narrated roles, finally, denominate subjective perceptions of and reflections on the roles that journalists carry out in practice.
Comparative research has demonstrated that journalists tend to subscribe to a variety of cognitive roles, largely depending on the political and social contexts they work in. Here, journalistic roles address six elementary needs of political life: informational-instructive, analytical-deliberative, critical-monitorial, advocative-radical, developmental-educative, and collaborative-facilitative needs. In a time, however, when traditional social institutions cease to provide a normative framework, journalism increasingly provides collective orientation in a multi-optional society. In the domain of everyday life, journalism’s normative roles therefore extend to the contexts of consumption, identity, and emotion.
Over time, researchers have shifted their focus from the analysis of journalists’ occupational values, attitudes, and beliefs to the study of journalistic performance and the way professional orientations are enacted in the world of practice. Studies of this type so far produced seemingly contradictory evidence: one the one hand, there seems to be a gap between the roles journalists aspire to and the roles they execute in practice, but at the same time, many studies also found a robust correlation between cognitive and performed roles of journalists.
The notion of professionalism within journalism is widespread and has been thoroughly explored. “Professionalism” refers to a normative value system utilized by professionals in relation to their clients, work practices, and occupational socialization. The perspective implies a number of characteristics distinguishing professions from occupations: autonomy, exclusive knowledge, ethical codes of conduct, occupational ideals/culture, and altruistic features (i.e., to act in the public interest). Jointly, these values function as a framework for journalists in everyday practice, guiding and controlling them. In a Western context, this framework legitimizes the social contract that allows journalism the privilege of autonomy and self-regulation on a structural level.
The professionalism of journalists has been empirically studied since the 1950s, and the field is constantly expanding. Similar popular conceptualizations when interrogating the norms, practice, and ideals of journalists include, for instance, “role,” “habitus,” “interpretive community,” “ideology,” and “culture.” However, the major body of journalism studies has tried to capture those aspects from a perspective of professional theory. Today, the professional status of journalists is challenged and questioned. Exclusivity is broken, autonomy declines, and other actors are increasingly redefining the field. In this context, new methods and ideals arise. The professional discourse of journalists evolves and adapts in new ways, as does the research in this area.
Sarah J. Jackson
Because of the field’s foundational concerns with both social power and media, communication scholars have long been at the center of scholarly thought at the intersection of social change and technology. Early critical scholarship in communication named media technologies as central in the creation and maintenance of dominant political ideologies and as a balm against dissent among the masses. This work detailed the marginalization of groups who faced restricted access to mass media creation and exclusion from representational discourse and images, alongside the connections of mass media institutions to political and cultural elites. Yet scholars also highlighted the ways collectives use media technologies for resistance inside their communities and as interventions in the public sphere.
Following the advent of the World Wide Web in the late 1980s, and the granting of public access to the Internet in 1991, communication scholars faced a medium that seemed to buck the one-way and gatekeeping norms of others. There was much optimism about the democratic potentials of this new technology. With the integration of Internet technology into everyday life, and its central role in shaping politics and culture in the 21st century, scholars face new questions about its role in dissent and collective efforts for social change. The Internet requires us to reconsider definitions of the public sphere and civil society, document the potentials and limitations of access to and creation of resistant and revolutionary media, and observe and predict the rapidly changing infrastructures and corresponding uses of technology—including the temporality of online messaging alongside the increasingly transnational reach of social movement organizing. Optimism remains, but it has been tempered by the realities of the Internet’s limitations as an activist tool and warnings of the Internet-enabled evolution of state suppression and surveillance of social movements. Across the body of critical work on these topics particular characteristics of the Internet, including its rapidly evolving infrastructures and individualized nature, have led scholars to explore new conceptualizations of collective action and power in a digital media landscape.
Journalism defined itself as a profession in opposition to sensationalism and propaganda at the beginning of the 20th century. The American Society of News Editors statement of principles was written to codify “sound practice and just aspirations” of journalism after the public learned how the press was complicit in misinforming and deceiving the American people during World War I. As part of a massive propaganda campaign to win support for the war, the government fed false information and misleading stories to the press to make the public see the war as they desired it to be seen. Most definitions of propaganda converge toward the idea of organized influence on group attitudes through manipulation of symbols for a desired purpose of propagandist. The ASNE 1923 statement of principles clearly differentiated journalism from propaganda by its processes (to inform and scrutinize) and its purpose (to hold power accountable). However, many times since then the news media have been often accused of unintentionally becoming one of the most effective vehicles of political propaganda. Journalism’s proximity to the political world, and at the same time its obligation to bring independent and impartial scrutiny to that world, creates a set of contradictions and opens cracks where propaganda can get a foothold. In the political world, truth is to a large degree subjective and irreducible to facts. Journalistic practices that equate truth to a collection of facts, without questioning of why these particular facts are chosen and how they are presented, introduce various biases that amount to propaganda. Subtle suggestions based on facts, and faulty interpretations that do not follow from facts make propaganda truly dangerous because it is hidden behind ideologies of a free and objective press. With the growing mastery of media technology, propaganda is becoming an even more formidable force, perhaps easier to detect but more difficult to combat.
Within communication studies, critical and cultural scholars will likely encounter psychoanalytic methods by way of rhetoric scholarship, which has made plentiful and recurring use of Freudian and Lacanian concepts. A survey of psychoanalytic methods “before” and “after” the linguistic turn is offered—juxtaposing key concepts with rhetorical scholarship that employs psychoanalytic terms of art. Psychoanalytic theory is foundationally the study of the unconscious. Before the linguistic turn, the Freudian theory of the unconscious informed Kenneth Burke’s theory of identification developed in A Rhetoric of Motives and numerous Jungian analyses of cinematic texts. In the linguistic turn’s aftermath, the psychoanalytic theory of Jacques Lacan contributed understandings of speech, identification, and rhetoric that transformed Freud’s original formulations and productively supplemented Burke’s. These contributions, captured in Lacan’s four fundamental concepts of psychoanalysis, registers of the unconscious, and The “Seminar on ‘The Purloined Letter,’” illustrate a variety of ways that critical and cultural scholars have enlisted psychoanalysis to describe instances of public address, social movements, political and legal discourse, and cinema/film. The unique feature of Lacan’s approach is that the unconscious is structured like a language, which means that the unconscious is received as a speech act. Moreover, contrary to the view that the subject uses the signifier, Lacan maintains that the signifier exercises an organizing role over the subject and its desire. Conceived within the history, theory, and practice of rhetoric, psychoanalytic theory offers conceptually rich insights tethered to the concepts of the unconscious, the signifier, and the drive (among others) that are enabling to the aims of critical and cultural studies.
The concept of public culture refers most broadly to the dynamic negotiation of beliefs, values, and attitudes regarding collective association through media and other social practices that are defined by norms of open access and voluntary response. The concept is a recent innovation and applies primarily to modern societies, where public culture is the envelope of communication practices within which public opinion is formed; those practices can include news, entertainment, the arts, advertising, social media, and many other means for representing and judging any individual, institution, or custom having collective significance. The term “public” emphasizes relatively unrestricted communication across civil society regarding governance and other matters affecting the general welfare. The term “culture” emphasizes that public opinion depends on contextual factors that emerge through multiple media and embodied responsiveness. These considerations provide a basis for analysis of distinctively modern relationships across civil society, media technologies, and political action in a global context.
Mikaela L. Marlow
Discourse analysis is focused on the implicit meanings found in public discourse, text, and media. In the modern era, public discourse can be assessed in political or social debates, newspapers, magazines, television, film, radio, music, and web-mediated forums (Facebook, Twitter, and other public discussion). Research across a variety of disciplines has documented that dominant social groups tend to employ certain discursive strategies when discussing minority groups. Public discourse is often structured in ways that marginalize minority groups and legitimize beliefs, values, and ideologies of more dominant groups. These discursive strategies include appealing to authority, categorization, comparison, consensus, counterfactual, disclaimers, euphemism, evidence, examples, generalizations, rhetorical questions, metaphors, national glorification, and directive speech acts. Evoking such discourse often enables prevailing dominant groups to reify majority social status, reinforce negative assumptions about minorities, and maintain a positive public social image, despite deprecating and, sometimes, dehumanizing references.
Paul W. Speer and Leah Marion Roberts
Agents of change serve as catalysts for stimulating social change, particularly at community and societal levels of analysis. We often think about the characteristics of individuals who act as change agents, such as their capacity to motivate others or their training skills. However, organizations and disciplinary fields can also serve as agents of change. There is an emerging awareness in the fields of public health and community organizing as to how these respective fields can collaborate to leverage their collective insights and skills to become effective agents of change for community health outcomes. Importantly, while public health is concerned with the social determinants that shape health inequities in all communities, community organizing is focused on community issues that residents confront as constraints or problems in their daily lives. There is an inchoate understanding within the fields of public health and community organizing that the social determinants addressed in public health are often the same issues identified and addressed by community organizing groups.
Both disciplines work as agents of change through their traditional efforts; however, there is promise in the evolving collaborations between these two fields. Recognition that both fields are addressing the same community phenomena is an important step, but whether collaborations and shared practices become distributed and institutionalized is an open question. Public health possesses research and analytic sophistication capable of identifying different social determinants and the pathways through which such determinants contribute to poor community health outcomes. In contrast, community organizing supplies an understanding of social change that requires the exercise of power through the participation and active engagement by those most directly affected by local issues or social determinants. One tension in this emergent collaborative practice stems from the fact that, at times, these different disciplinary skill sets are at odds. Whereas public health has a deep value of data analysis and expertise, community organizing prioritizes the participation and self-determination of those impacted by community problems. Fundamentally, the tension here is between the value placed on expertise versus the value placed on public participation. Neither value is inherently superior to the other; understanding how these two values can complement one another to address social determinants that shape community health outcomes is critical for realizing the promise of these organizational agents of change.
Matthew Houdek and Kendall R. Phillips
The term public memory refers to the circulation of recollections among members of a given community. These recollections are far from being perfect records of the past; rather, they entail what we remember, the ways we frame it, and what aspects we forget. Broadly, public memory differs from official histories in that the former is more informal, diverse, and mutable where the latter is often presented as formal, singular, and stable. Beginning in the 1980s, scholars from various disciplines became interested in the way ideas about the past were crafted, circulated, and contested. A wide variety of artifacts give evidence of public memory, including public speeches, memorials, museums, holidays, and films. Scholars interested in public memory have observed the importance of such informal practices in relation to the conception of the nation-state, as well as a growing sense of an interconnected transnational or global network of memories. While the study of public memory spans multiple disciplines, its uptake in communication and rhetorical studies has produced a wealth of critical and theoretical perspectives that continues to shape the field.
Bruce W. Hardy
The relationship between public opinion and journalism has long been a considered a cornerstone of modern functioning democracies. This important relationship has been the focus of scholarship across broad disciplines such as journalism studies, communication, sociology, philosophy, and political science. One hundred and twenty years ago, French sociologist Gabrielle Tarde outlined the press–conversation–opinion–action model to illustrate the role that the press and journalists have on initiating conversation among citizens, forming public opinion, and how this opinion translates into civic action that fosters social change. Highly related to Tarde’s press–conversation–opinion–action model are current theories of journalism and public opinion such as agenda-setting, priming, the two-step flow hypothesis, diffusion of innovation, and the spiral of silence. All of these theories relate to how the press can inform citizens, foster interactions with others, shape their opinions, and mobilize citizens into civic engagement and political action. However, in today’s mobile, digital, and highly segmented communication landscape defined by “post-truth” and “alternative facts” and where emotions resonate more than evidence because of audience biases and identity protective cognition, the problem of the spread of misinformation has caused a great deal of consternation among journalists, pundits, and public opinion scholars, leading to a global rise in fact-checking. But because much of the misleading and deceptive claims in today’s communication environment appear first on social media, there is currently a fervent quest for automated computational fact-checking.
Henry A. Giroux
Education in society occurs across both formal and informal spheres of communication exchange. It extends from schools to diverse cultural apparatuses such as the mainstream media, alternative screen cultures, the Internet, and other spaces actively involved in the construction of knowledge, values, modes of identification, and agency itself. The modern era is shaped by a public pedagogy rooted in neoliberal capitalism that embraces consumer culture as the primary mechanism through which to express personal agency and identity. Produced and circulated through a depoliticizing machinery of fear and consumption, the cultural focus on the pursuit of individual desires rather than public responsibilities has led to a loss of public memory, democratic dissent, and political identity. As the public sphere collapses into the realm of the private, the bonds of mutual dependence have been shredded along with the public spheres that make such bonds possible. Freedom is reduced to a private matter divorced from the obligations of social life and politics only lives in the immediate. The personal has become the only sphere of politics that remains.
The rise of the selfie as a mode of public discourse and self-display demands critical scrutiny in terms of how it is symptomatic of the widespread shift toward market-driven values and a surveillance culture, increasingly facilitated by ubiquitous, commercial forms of digital technology and social media. Far from harmless, the unexamined “selfie” can be viewed as an example of how predatory technology-based capitalism socializes people in a way that encourages not only narcissism and anti-social indifference, but active participation in a larger authoritarian culture defined by a rejection of social bonds and cruelty toward others. As with other forms of cultural and self-expression, the selfie—when placed in alternative, collective frameworks—can also become a tool for engaging in struggles over meaning. Possibilities for social change that effectively challenges growing inequality, atomization, and injustice under neoliberalism can only emerge from the creation of new, broad-ranging sites of pedagogy capable of building new political communities and drawing attention to anti-democratic structures throughout the broader society.
Merryn Sherwood, Timothy Marjoribanks, and Matthew Nicholson
The relationship between journalism and public relations in the 21st century has been mostly marked by tension, at least publicly. Many journalists’ accounts of public relations portray it as “the dark side” and characterize public relations practitioners as purveyors of “spin.” However, extensive research examining the input of public relations practitioners into the news has found that the products of their work—such as media releases or media conferences—are crucial in facilitating the news cycle. As one of the classic studies of news production identified, “News is, after all, not what journalists think, but what their sources say.” Decades of research have established that news sources are often likely to be public relations practitioners, with anywhere between 40% and 75% of news originating from public relations practitioners or the products of their work. Public relations is, therefore, critical to the work of journalism; however, journalists often deny this as part of publicly upholding the standards of their profession and building and maintaining boundaries of control over their work.
However, the symbiotic relationship that formed the basis of news production in the 20th century is being upended in the 21st century as organizations become their own media producers. This means the lines continue to blur between journalism and public relations, both for individuals working across once clear occupational and professional boundary lines and for organizations adopting the functions of both.
Research on public relations (PR) in health and risk message design and processing is a small but persistent area of publication within the broader fields of science/health journalism, health communication, and public understanding of science. PR scholars define their field as the creation of two-way communication that emphasizes understanding of the organization’s position among stakeholders like journalists or the general public. In health, medicine, and science, PR is understood to be a bridge between scientists or scientific organizations and journalists, who tell scientific stories to the public. Most studies of science-related PR emphasize that it encourages a positive perception of science in general and scientists or scientific organizations in particular. This emphasis on a positive image for the scientific organization leads to mistrust of PR professionals by journalists.
PR in health, medicine, and science consists of two areas. The first involves crisis PR, where the PR professional works to either prevent or respond to an emergency situation. This begins with environmental scanning and then creating plans to anticipate potential crises by considering ongoing political, social, environmental, and technological developments. The second area consists of science popularization, where the PR office provides journalists with story ideas and information that they can use to write their stories. Much of this information is provided in the form of press releases. Research has shown that press releases increase the amount of coverage of scientific and medical findings, and scholars are examining the ways in which press releases contribute to journalistic reportage and the situations in which the efforts of PR offices are frustrated.
James E. Grunig and Jeong-Nam Kim
The concept of publics and related notions such as receivers, audiences, stakeholders, mass, markets, target groups, and the public sphere are central to any discussion of formal communication programs between organizations or other strategic communicators and the individuals or groups with which they strive to communicate. The concept explains why individuals and collectivities of individuals are motivated to communicate for themselves (to seek or otherwise acquire information), with similar individuals to form organized groups, and with formal organizations to make demands on those organizations or to shape the behavior of the organizations. Theories of publics originated in the 1920s as the result of debates over the nature of citizen participation in a democracy, the role of the mass media in forming public opinion, the role of public relations practitioners in the process, and the effects of communicated messages on publics, audiences, and other components of society. J. Grunig developed a situational theory of publics in the 1960s that has served as the most prominent theory of publics for 50 years, and J.-N. Kim and J. Grunig recently have expanded that theory into a situational theory of problem solving. These theories have been used to identify and segment types of publics, to explain the communication behaviors of those publics, to conceptualize the effects of formal communication programs, to understand the cognitive processes of members of publics, and to explain the development of activist groups. Other scholars have suggested additions to these theories or alternatives to more thoroughly explain how communication takes place between members of publics and to identify latent publics that are largely ignored in the situational theories.