상황이론의 블로거 공중 세분화 적용 연구 = The Application of Grunig`s Situational Theory for Bloggers

다국어 초록 (Multilingual Abstract)

As blogs have astronomically increased and diversely influenced the socio-political and economic fields since their first emergence in 1997, PR practitioners consider the bloggers as key public in PR activities. Basically the public segmentation studies have been mainly studied around the Grunig`s situational theory. However, there is only a few following research verifying the situational theory in the blog context. The purpose of this research is to check the situational theory`s explanatory power in the blogosphere. For this, this study chose two current issues in 2008 representing the social and political issues, `high-ranking officials` irregularities` and `the problem of food hygiene`. The results from analysing the 895 samples collected by an onlues cross-sectional survey indicate thais, tre is a lumitation in application of the situational theory for bloggers since the basic structural model of situational theory does not have proper model fit indices in the two issues. This finding implies that Grunig`s basic model for public segmentation has limitations in its application for the blogosphere. This research thus provides an opportunity for both modification and development of the situational theory, also suggests more directions for future research on blogger public segmentation in PR

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