Dr. Jennifer Vardeman-Winter and colleagues introduced an intersectional approach to publics to complement current public segmentation strategies.
Using past research to inform this approach, the scholars expand the possibilities and realities of accessing and analyzing intersectionality in public relations. The report draws attention to assumptions in prior research regarding intersectionality and the campaign design process.
With this new approach, researchers aim to help public relations scholars and practitioners better understand the sociopolitical contexts of public relations communications relationships as they relate to identity.
Read more to discover the proposed approach for intersectionality and the segmentation of publics.
Vardeman-Winter, J., Tindall, N., & Jiang, H. (2013). Intersectionality and publics: How exploring publics’ multiple identities questions basic public relations concepts. Public Relations Inquiry, 2(3), 279-304. doi:10.1177/2046147×13491564