engleski

Co-Orientation Between Publics in Two Countries: A Decade Later

Thirteen years ago, a study was conducted in which authors opened a question of applying co-orientation theory in studying communication behavior between two countries. The original study had two primary objectives: to compare attitudes toward certain issues relevant for the two nations and to examine degrees of agreement, accuracy, and congruency between two nations under the co-orientation model. The original study was later extended with another one in which authors included a third country and introduced not only evaluations of two countries’ attitudes toward a third country but also evaluations of opinions the two countries have between themselves (and to which the first is only an observer). They called it “second-order co-orientation.” More than a decade later, the original study was replicated to test how potential agreement, accuracy, and congruency between the two counties on these issues have changed over time.

co-orientation theory, public relations, international public relations, public diplomacy

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