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

Author

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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)

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.

Suggested Citation

  • Myoung-Gi Chon & Linjia Xu & Jiaying Liu & Jeong-Nam Kim & Jarim Kim, 2022. "From Mind to Mouth: Understanding Active Publics in China and Their Communicative Behaviors on GM Foods," IJERPH, MDPI, vol. 20(1), pages 1-13, December.
    • Handle: RePEc:gam:jijerp:v:20:y:2022:i:1:p:578-:d:1019025
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    References listed on IDEAS

    as
    1. Zhou, Zhimin & Wu, Jane Peihsun & Zhang, Qiyuan & Xu, Shen, 2013. "Transforming visitors into members in online brand communities: Evidence from China," Journal of Business Research, Elsevier, vol. 66(12), pages 2438-2443.
    2. Zhang, Xiaoyong & Huang, Jikun & Qiu, Huanguang & Huang, Zhurong, 2010. "A consumer segmentation study with regards to genetically modified food in urban China," Food Policy, Elsevier, vol. 35(5), pages 456-462, October.
    3. Syed Hassan Raza & Umer Zaman & Paulo Ferreira & Pablo Farías, 2021. "An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction," IJERPH, MDPI, vol. 18(10), pages 1-24, May.
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