The influence of perceived contingency factors on public attitudes towards a policy communication for multiculturalism and multicultural acceptance in South Korea

Abstract

Based on the contingency theory of accommodation in public rela tions, this study examined how South Korean citizens perceive con tingency factors related to the issue of multiculturalism, and how their perceptions of the contingency factors influence their attitudes towards the Korean government’s public relations (PR) efforts to promote multiculturalism, as well as their intentions to accept mul ticulturalism in South Korea. A series of multiple regression analy ses were conducted using the data from a survey of 500 citizens in Seoul. The contingent factors employed in the regression models included predisposing variables (e.g., the characteristics of an orga nization, PR department, dominant coalition, internal threat, indi vidual, and relationship), as well as situational variables (e.g., threats, the industry environment, the general political and social environment, and the external publics). The results revealed thir teen contingent factors that significantly influence respondents’ attitudes towards the government’s PR efforts, as well as nine sig nificant factors relating to the acceptance of multiculturalism. Final ly, this study discusses the theoretical and practical implications for government PR practitioners.