Abstract
Identifying the emerging trends in contemporary politics as life politics, this article revisits the notion of issue publics (an auxiliary concept developed to explain variability in attitudes and behavior within the public) and extends its theoretical concept in the context of life politics (a term relating to the choices people make every day and the politics of personal interests). It argues that publics consist of pluralistic groups of people who consider particular issues personally important based on self-interest, collective identity, and values. This article pays particular attention to how the new media environment, characterized by the development of digital media and the adoption of entertainment-oriented, personalized media in politics, contributes to the facilitation of issue publics in life politics.
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