ABSTRACT
It is not surprising that activism has become such an inherent part of the Excellence Theory, because it touches on and incorporates several theoretical traditions of this research program. In fact, the Excellence Theory holds that of the six contextual conditions that affect public relations, “activism might be the most important” (L. Grunig, J. Grunig, & Dozier, 2002, p. 546). The others are culture and language, political, economic, and media systems, and level of development.
