초록

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Abstract ▼ AI-Helper

Since the rising of internet, it influences the public relations of organization. Previous internet PR researchers simply analyzed web pages or characteristics of their users through interview, without any specific definition of internet users and online public. The purpose of this study is to exami...

Since the rising of internet, it influences the public relations of organization. Previous internet PR researchers simply analyzed web pages or characteristics of their users through interview, without any specific definition of internet users and online public. The purpose of this study is to examine the differences of situational variances in real space and cyber space, how the public in these different spaces are segmented and changed when the public face and communicate with the same issue (premarital cohabitation) based on situational theory which was proposed by James Grunig (1983). Through an experimental research, the groups of experiment were divided into two; off-line public and online public, then were analyzed and compared their perceptions on the same issue and communication behaviors. The result shows that the online public is highly engaged with “recognition of problem” and level of involvement and lower "constraint recognition than the off-line public. Moreover, online public show more active communication and behavior to seeking information. Furthermore, the result unveils that the online public group has more ‘active public’ that is a combinational variances of situational theory than off-line public group. Development of internet has divided the world into reality and virtual reality, these two spaces are different, but exist at the same time. The borderline of cyber space and real space are getting ambiguous. Thus, ratio of the active public is higher in cyber space than real space and online active public has more possibility to become the active public in real world.

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