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; Jarim Kim

doi:10.3390/ijerph20010578

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

Int J Environ Res Public Health. 2022 Dec 29;20(1):578. doi: 10.3390/ijerph20010578.

Authors

Myoung-Gi Chon¹, Linjia Xu², Jiaying Liu³, Jeong-Nam Kim⁴, Jarim Kim⁵

Affiliations

¹ School of Communication and Journalism, Auburn University, Auburn, AL 36849-5206, USA.
² School of Chinese Language and Literature, University of International Business and Economics, Beijing 100029, China.
³ Department of Communication Studies, University of Georgia, Athens, GA 30602-2607, USA.
⁴ Gaylord College of Journalism & Mass Communication, University of Oklahoma, Norman, OK 73019-4201, USA.
⁵ Department of Communication, Yonsei University, Seoul 03722, Republic of Korea.

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: communicative behaviors; genetically modified foods; public segmentation; situational theory of problem solving.

Publication types

Research Support, Non-U.S. Gov't

MeSH terms

China
Communication*
Food, Genetically Modified*
Mouth
Problem Solving
Surveys and Questionnaires

Grants and funding

This research was funded by the Young Scholar Program of National Social Science Funds, grant number 19CXW019.