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首页> 外文期刊>Journal of Public Relations Research >Public Segmentation and Government-Public Relationship Building: A Cluster Analysis of Publics in the United States and 19 European Countries
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Public Segmentation and Government-Public Relationship Building: A Cluster Analysis of Publics in the United States and 19 European Countries

机译：公众细分与政府与公共关系的建立：美国和19个欧洲国家的公众聚类分析

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摘要

The purposes of this study are (a) to suggest a model of public segmentation and (b) to examine each segment's level of trust in government. By using individuals’ cognitive perceptions of government and participation in social organizations, as well as media use and demographic characteristics, as public segmentation criteria, a cluster analysis of international survey datasets of the United States and 19 European countries generated 3 public segments in each country. The largest cluster, named the underserved inactive majority, and representing a low level of income and education, low interest in politics, low trust in others, low citizenship standards, and minimal social participation, contrasted with the smallest cluster, named the satisfied active public. The identified segments differed in trust in governmental institutions, which is a key indicator of the quality of government-public relationships. Overall, the underserved inactive majority reported the lowest trust in governmental institutions, whereas citizen trust among the satisfied active public was the highest. This study highlights the theoretical and practical values of broad-based public segmentation in government public relations from the relationship-building perspective of public relations, rather than from a problem-solving perspective. Additionally, some targeted strategies for government communicators to enhance each segment's public trust in government are proposed based on the findings of this study.View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/1062726X.2012.626135
机译：这项研究的目的是（a）提出一个公共细分模型，以及（b）检查每个细分市场对政府的信任程度。通过使用个人对政府和社会组织参与的认知感知以及媒体使用和人口统计特征作为公共细分标准，对美国和19个欧洲国家的国际调查数据集进行的聚类分析在每个国家中产生了3个公共细分国家。最大的集群称为服务水平低下的不活跃多数，代表较低的收入和教育水平，对政治的兴趣低，对他人的信任度低，公民身份标准低，社会参与程度最低，而最小的集群则称为满意的活跃公众。所确定的部门对政府机构的信任程度不同，这是政府与公共关系质量的关键指标。总体而言，服务水平低下的不活跃多数人对政府机构的信任度最低，而满意的活跃公众中公民的信任度最高。本研究从公共关系的建立关系的角度，而不是从解决问题的角度，强调了政府公共关系中基础广泛的公共分割的理论和实践价值。此外，根据这项研究的结果，提出了一些针对政府传播者的针对性策略，以增强各部门对政府的公众信任。查看全文下载全文相关的var addthis_config = {ui_cobrand：“ Taylor＆Francis Online”，services_compact：“ citeulike，netvibes ，twitter，technorati，可口，linkedin，facebook，stumbleupon，digg，google，更多”，发布号：“ ra-4dff56cd6bb1830b”};添加到候选列表链接永久链接http://dx.doi.org/10.1080/1062726X.2012.626135

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