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<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Call for
papers: </span></b><i><span style='font-size:9.0pt;font-family:"Arial","sans-serif";
color:#1F497D'>PRism</span></i><span style='font-size:9.0pt;font-family:"Arial","sans-serif";
color:#1F497D'> Journal 2011 Special Issue<b><o:p></o:p></b></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Topic: </span></b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Segmenting
Publics (winning topic, <i>PRism</i> Prize 2011)<b><o:p></o:p></b></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Due
date: </span></b><span style='font-size:9.0pt;font-family:"Arial","sans-serif";
color:#1F497D'>Full papers are due by January 28, 2011<b><o:p></o:p></b></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Topic
summary:<o:p></o:p></span></b></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>This
special call asks the question, <b>what is the climate of publics-based
research in public relations, and what are current challenges and approaches to
the strategic segmentation of publics by organisations</b>? <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Vasquez
and Taylor (2001) asserted, "the public is often understood as a means to
an organization's end goal. Publics are, however, an integral part of public
relations practice, and as a communicatively constructed social phenomenon,
they deserve serious attention" (pp. 139-140). The common definition used
to conceptualise a public stems from Dewey's (1927) understanding of the
public: a group of individuals that organically emerge when impacted by a
problem and who share a common interest in solving that common problem.
However, although the public is the core concept of public relations, it is not
well-defined or evolved to fit current media, political, and organisational
climates. <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Furthermore,
some prominent theories of publics have been criticised as inflexible in
addressing the shifting nature of publics and the social construction of issues
in the minds of publics: "When a public is conceptualized as a state of
consciousness or as a sum of aggregate variables, the nature, role and
influence of communication are overlooked completely, or at a minimum are taken
for granted” (Vasquez & Taylor, 2001, p. 150). <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>To
address the criticisms, new work is being done in this area. Kim and Grunig (in
press) have initiated a new wave of studies that elaborates on traditional
information-seeking variables, such as information forwarding. Vardeman and
Tindall (in press) have challenged the basic premise of aggregating identities
through additive identity approaches that most practitioners and researchers
have used to identify publics, and in their research on health message
construction for women of color, they found that multiplicative identities
impact how women perceive messages and act on messages. Although the
situational theory did apply to the publics, cultural and socioeconomic
variables (which heavily impacted how women perceived the messages) were not
addressed in the theory. This research echoes Sha’s work (2006) that used
cultural identity theory to go beyond the typical and stagnant demographic
approaches to segmenting publics. <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>The
purpose of this special issue is to re-examine and question the basic set of
assumptions about publics and serve as the natural extension of Vasquez and
Taylor's (2001) call to explore publics in greater depth and through multiple
prisms: "The challenge for public relations scholars and professionals is
twofold: to demystify the ambiguity of a public and to link theory with
practice for more effective relationships with publics" (p. 154). The
purpose of this special issue is to explore recent developments within the
current segmentation theories, to highlight other theories that communicators
can use to segment and prioritise publics, to highlight how publics are dynamic
and socially constructed phenomena that simple aggregative techniques cannot
measure, and to demonstrate how these approaches have been used in
practice. <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='color:#1F497D'>See more detail at: <a
href="http://www.prismjournal.org/segment_cfp.html">http://www.prismjournal.org/segment_cfp.html</a>
<o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Potential
Manuscript Topics:</span></b><span style='font-size:9.0pt;font-family:"Arial","sans-serif";
color:#1F497D'> This call for papers invites research that explores new facets
and approaches to conceptualising and segmenting publics. <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Possible
topics include (but are not limited to):<br>
• Cultural identity factors in understanding and segmenting publics<br>
• Intersectionality and the use of this theory in understanding
publics<br>
• Evaluation and measurement of segmentation<br>
• Impact of culture, ethnicity, and globalization on the
segmentation of publics<br>
• Development of methods to segment publics<br>
• Use of social media and Web 2.0 technologies to explore
segmentation<br>
• Application of segmentation approaches to reach publics<br>
• The role that internal diversity of practitioners plays in the
understanding of diverse publics<br>
• Theories of public-specific communication (e.g., according to
identities like race, gender, class, sexual orientation, role identity [e.g.,
as a parent, as a student, as a community activist], nationality, among other
identities, as well as according to situations) <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>This
issue will be prepared during 2011 for publication before the end of that
year. <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:black'>Submission
deadline: JANUARY 28, 2011</span></b><span style='font-size:9.0pt;font-family:
"Arial","sans-serif";color:black'> <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><i><span
style='color:#1F497D'>PRism</span></i><span style='color:#1F497D'> journal: </span></b><span
style='color:#1F497D'>is a refereed, open-access online journal of public
relations and communication research. (See <a
href="http://www.prismjournal.org/homepage.html">http://www.prismjournal.org/homepage.html</a>
)<b><o:p></o:p></b></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Queries</span></b><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>: If
you have questions about this CFP or would like to express interest in
being part of this exciting project in 2011, please contact the guest editors
Natalie Tindall <a href="mailto:drnatalietjtindall@gmail.com"><span
style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D;
text-decoration:none'>drnatalietjtindall@gmail.com</span></a> and/or
Jennifer Vardeman-Winter <a href="mailto:jvardema@Central.UH.EDU"><span
style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D;
text-decoration:none'>jvardema@Central.UH.EDU</span></a> <o:p></o:p></span></p>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:auto'><span
style='font-size:9.0pt;font-family:"Arial","sans-serif";color:#1F497D'>Natalie
Tindall and Jennifer Vardeman-Winter (<i>PRism</i> Prize special issue
editors). <o:p></o:p></span></p>
<p class=MsoNormal><o:p> </o:p></p>
<p class=MsoNormal><o:p> </o:p></p>
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