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Calidad Revistas Científicas Españolas
VOL.
19(2)/
2006
Author / María Isabel MÍGUEZ-GONZÁLEZ Professor-Researcher. Department of Audiovisual Communication and Advertising. University of Vigo. Spain
Article / Situational Theory of Publics: new contributions since the nineties

Abstract /

In this paper, we have reviewed and classified some recent researches about the situational theory. We have noticed that most of them try to include new variables in the theory or try to combine it with other models, while few of them have altered its structure. Furthermore, we have concluded that most of them do not have any kind of continuity and there are not empirical studies that prove their validity. However, all of them corroborate the situational theory and, since they link it with actual issues, they prove its permanence.

Keywords /

Public relations, Situational theory, Publics, James E. Grunig

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