From Mind to Mouth: Understanding Active Publics in China and Their Communicative Behaviors on GM Foods

Myoung-Gi Chon, Linjia Xu (), Jiaying Liu, Jeong-Nam Kim and Jarim Kim
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Myoung-Gi Chon: School of Communication and Journalism, Auburn University, Auburn, AL 36849-5206, USA
Linjia Xu: School of Chinese Language and Literature, University of International Business and Economics, Beijing 100029, China
Jiaying Liu: Department of Communication Studies, University of Georgia, Athens, GA 30602-2607, USA
Jeong-Nam Kim: Gaylord College of Journalism & Mass Communication, University of Oklahoma, Norman, OK 73019-4201, USA
Jarim Kim: Department of Communication, Yonsei University, Seoul 03722, Republic of Korea

IJERPH, 2022, vol. 20, issue 1, 1-13

Abstract: Using an online survey conducted in China (N = 1089), this study aims to understand the characteristics of active publics on the issue of genetically modified (GM) foods and provide effective communication strategies with active publics in China. In doing so, this study segments active publics regarding GM foods and predicts their communicative behaviors on GM foods by using the theoretical framework of situational theory of problem solving (STOPS). The results of the study revealed the demographic characteristics of active publics, situational, and media factors to predict information seeking, forefending, and forwarding about GM foods. Theoretical and practical implications of the findings are discussed.

Keywords: genetically modified foods; communicative behaviors; public segmentation; situational theory of problem solving (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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