The situational self-orientation model of digital publics

Abstract This article proposes the conceptual model called the Situational Self-Orientation Model of Digital Publics (SOMP) as an extension of the Situational Theory of Problem Solving (STOPS). The model aims to explain the digital publics’ communicative behaviors. It suggests five propositions by introducing three different working self-concepts (individual, relational, and collective self) on the issue. The different self-concepts affect involvement recognition and induce different self-oriented motivations (self-interest, interpersonal, and intragroup motivations) and self-oriented communication (I-oriented, You-oriented, and Us/Them-oriented communicative actions). The model is expected to provide theoretical and practical contributions to understanding the digital publics’ communication behaviors better.