Intersectionality and publics: How exploring publics’ multiple identities questions basic public relations concepts

Abstract

As a descriptive theory, intersectionality refers to individuals’ interdependent and simultaneous identities that affect how publics confront issues. In this article, we introduce an intersectional approach to publics that complements current segmentation strategies with publics. This article complements early efforts to study multiple identities by expanding the possibilities and realities of accessing and analyzing intersectionality within our intellectual and practical discipline. Also, this article attempts to make apparent possible taken-for-granted assumptions in the research and campaign design process. This approach helps researchers and practitioners to better understand the sociopolitical contexts of public relations communication relationships that lead to the construction of identities.