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

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.