Public

The term "public" refers to groups of people who share specific interests or concerns. In the fields of communication science and public relations, a "public" is a specific group of individuals. This is different from "the public," which refers to the total sum of all such groupings. The concept is used across many different subjects. It is studied in political science, psychology, marketing, and advertising. Because it is used in so many ways, the concept can sometimes feel ambiguous or unclear. It is often confused with other terms like audience, market segment, or community.

The word "public" has deep roots in history. It comes from the Latin word "publicus" or "poplicus." This is also the origin of the English word "populace." Generally, it describes a mass population or "the people" who are connected by a common interest. In the study of history and political science, a public is a population of individuals involved in civic affairs. These are matters related to the state or public office. This definition focuses on how people participate in the governance of their society.

In social psychology and public relations, the definition becomes more situational. Philosopher John Dewey suggested that a public is a group formed by a specific situation. He believed people become a public when they face a similar problem. They must recognize this problem and then organize themselves to address it. James E. Grunig built upon this idea with his situational theory of publics. He identified four distinct stages of a public. First are "nonpublics," who have no problem to address. Second are "latent publics," who have a problem but do not realize it yet. Third are "aware publics," who recognize the problem exists. Finally, there are "active publics," who take action to solve the problem.

Public relations theory also distinguishes a public from a market or a stakeholder. A public is a subset of the larger group of stakeholders for an organization. These people are concerned with one specific issue. A market is usually a passive entity created by an organization for an exchange. In contrast, a public is self-creating and self-organizing. It does not always have an exchange relationship with an organization. Experts categorize these groups to better communicate with them. "Target publics" are those whose involvement is necessary to reach organizational goals. "Intervening publics" act as mediators or opinion formers who pass information to others. "Influentials" are publics that target publics consult when making value judgments.

Different academic perspectives offer various ways to view how publics function. Gabriel M. Vasquez describes a public through the lens of "homo narrans." He says a public is a collection of individuals who develop a group consciousness. They do this to solve problematic situations. Another view is the "agenda-building" perspective. This sees a public as a condition of political involvement that is not just temporary. For example, public schools often face controversy regarding their agendas. Debates over religious or secular curricula show how schools can influence public thought. In politics, gaining a "critical mass" of public support is often required for change. Between 2003 and 2004, Massachusetts needed this support to pass same-sex marriage.

Some scholars look at the social experience of being part of a public. Kirk Hallahan defines a public as a group relating to an organization with varying levels of activity. This activity can range from being passive to being very active. Samuel Mateus argued that the public is more than just a media audience. He suggested that a public results from social activities. These activities involve individuals sharing symbolic representations and common emotions. In this view, people look for a sense of belonging through these social textures. This makes the public a fundamental part of social life and human experience.

Finally, we can look at how social publics exist in the modern world. Social publics are groups united by common ideologies, ideas, or even hobbies. Technology has created a new type of group called "networked publics." These are social publics that have been restructured by networking technologies. A networked public exists in two ways at once. First, it is the digital space constructed by the technology itself. Second, it is an "imagined collective" that emerges from people using those technologies. This intersection of humans, shared tools, and social practices defines how we connect today.