Graduate Student 2016 Abstracts
Typology of Digital Social Advocacy Strategy in the Boundary of Public Relations • Ah Ram Lee, University of Florida • Public relations has expanded its boundary broadening its functions to diverse organizations and incorporating new media technologies. Advancement in digital technologies has allowed numerous nonprofit organizations and agents to practice strategic communications as public relations management and goal fulfillment. A great deal of social media campaigns were planned and executed by activists and advocacy groups for positive social change, demonstrating these digital social advocacy campaigns as an important branch of public relations practices. However, there has been little consensus about the expansion and demarcation of public relations, whether public relations need to consider digital social advocacy campaigns as a part of its domain. The goal of this research is to enhance understanding of digital social advocacy campaigns and communication efforts within the public relations. This paper provides functions and purposes of public relations practices throughout the history and extension with digital social advocacy campaigns. This paper suggests a typology of digital social advocacy campaign strategies. There are four types of digital social advocacy campaigns—urgent-interactive, pressing issue, viral, and intriguing-inactive, which were conceptualized based on public relations campaigns and activism literatures. The goal of this paper is to establish a foundation for future study on digital social advocacy campaigns by integrating the existing research on communicative efforts through new media technologies for positive social change.
Netflix Versus the Cable Box: Media Substitution, Cord Cutting, and the Adoption of Streaming Television • Alec Tefertiller, University of Oregon • This study sought to better understand what factors best predict consumers’ intention to cut the cord on cable television and adopt streaming as their primary source of television. Based on media substitution theory, this study utilized a nationwide survey to find that it was the perceived advantages streaming applications offer over traditional television coupled with streaming technology’s ability to provide companionship that best predicted intentions to cut the cord on cable and adopt web streaming.
What is Beneath the Facebook Iceberg? Revealing the Relationship between Rational Fatalism and the Online Privacy Paradox • Amy Fowler-Dawson, Southern Illinois University; Wenjing Xie; Anita Tvauri • “Previous has revealed the privacy paradox, which suggests that though people are concerned with their online privacy, they still reveal a large amount of personal information and don’t take measures to protect personal privacy online. Using data from a national-wide survey, this study takes a psychological approach and uses the rational fatalism theory to explain the privacy paradox on the Internet and the social networking sites (SNSs). The rational fatalism theory argues that risks will become rational if the person believes he or she has no control over the outcome. Our results support the rational fatalism view. We found that people with higher level of fatalistic belief about technologies are less likely to protect their privacies on the Internet in general, and the SNS in particular. Moreover, such relationship is stronger among young Internet users compared with older users.
Conceptualizing the Bolivarian Revolution: A Critical Discourse Analysis of Chávez’s Rhetorical Framing in Aló Presidente • Ayleen Cabas • The present study examines the mediated discourse of the Venezuelan president Hugo Chávez to identify and analyze the rhetorical frames he employed to characterize the Bolivarian Revolution in his weekly television and radio show Aló Presidente. A critical discourse analysis of 40 Aló Presidente episodes led to the conclusion that historical, socio-economic and religious rhetorical frames helped the president promote the revolution as a transcendent, patriotic and desirable governance manifesto for Venezuela.
Beyond Transparency: Linking CSR Authenticity to Organizational Trust • Baobao Song • This study proposes that consumers’ perceived authenticity of corporate social responsibility (CSR) could overturn their skepticism and raise their overall trust towards the organization. Experimentally, this study examined the effects of the two operational dimensions of authentic CSR – distinctiveness and social connectedness on consumers’ perception of CSR authenticity, and its effect on organizational trust. Results indicate that with higher perceived social connectedness, embedded CSR will be evaluated as more authentic than peripheral CSR, which further leads to stronger organizational trust. Whereas, with low perceived social connectedness, there will be no significant difference in stakeholders’ perception of CSR authenticity and organizational trust between embedded and peripheral CSR programs.
The Establishment of Psychological Contracts in Online Fan Marketing in China – Based on the Psychological Continuum Model • Bingjing Mao • This article researches on the new-emerged online fan marketing in China, through analyzing the consumers’ psychological characteristics in the method of participant observation and find out the formation mechanism of fans’ psychological contract based on the psychological continuum model. According to different four phases, the marketers, which are the cyber celebrities both on social media and individual e-commerce platform, will conduct proper approaches, and the social media contributed to close the psychological distance between consumers and cyber celebrities.
God’s Authority! A Frame Analysis of Kim Davis’ Refusal to Issue Same-Sex Marriage Licenses • Burton Speakman; Nisha Garud • This study conducted a framing analysis of media discourse on the refusal of Kentucky Clerk Kim Davis to issue same-sex marriage licenses after the U.S. Supreme Court’s decision to legalize same-sex marriages. Analysis of articles published on the websites of CNN, MSNBC and Fox News showed that religion and values emerged as dominant frames. Davis and her decision to deny licenses were portrayed as her religious right whereas homosexuals and their rights were underrepresented. Analysis also showed that the media present a religious controversy in conjunction with political issues. This study suggests that in spite of the recognition of legal rights of homosexuals, the media still do not provide equal coverage to homosexuals at least in situations where there is another potential opposition. The study recommends that journalists should give more attention to homosexuals and not politicize religious issues.
Uses and Gratifications of Space • Carl CLark, Texas State University; Jeremy Mullins, Texas State University; Qian Yu, Texas State University; Colin Woods, Texas State University • NASA has enjoyed overall support from the American people. This does not translate to active engagement, with NASA’s communications efforts, by a majority of the public (Launius, R. 2003). NASA would benefit from knowing what new segments of the population might be reached. A focus group discussed these communication issues framed in uses and gratifications. The broad implications of the focus group were the problems of relevance and availability which NASA has yet to overcome.
Not agreeing with Nat: major party hegemony, minor party marginalization in the UK Election debate • Ceri Hughes, University of Wisconsin-Madison • The 2010 UK General Election saw televised leaders debates enter UK politics. The 2015 election continued this development, expanding the roster to seven party leaders. The debates were sold as an equitable televised agora beaming rational-critical debate into households. This research questions whether the debates achieved such a normative aim, finding instead that the debates more likely served to reinforce the existing hegemony of the major parties while marginalizing the smaller parties.
The Framing of Online Commenting: Commenting Effects on Audiences’ Perceptions of a Public Health Issue in the Context of Social Media • Chang Bi, Bowling Green State University • This study investigated the persuasive effects of commenting on public health issues—specifically the Measles, Mumps, and Rubella (MMR) vaccine—via Facebook. A survey-based experiment with a 2 (support vs. attack comments) × 2 (support vs. attack prior information) fully crossed factorial design were conducted to examine such effects. The results demonstrate that exposure to supportive comments following a CDC Facebook post in favor of MMR vaccination led to increased source credibility, while exposure to attack comments led to decreased source credibility. In addition, the study shows strong and consistent pre-existing attitudes toward MMR vaccination cannot be easily altered.
Differential effect of SNS use and social capital during life transition: A survey of mainland China students in Hong Kong • CHUN YANG, Department of Media and Communication, City University of Hong Kong • This study explores differential SNS uses of overseas students, and their impacts on social capital and adjustment to life transition. A survey of 221 mainland China students studying in Hong Kong reveals that social searching activities on SNS positively predict bridging social capital. Public interaction activities contribute to both bridging and bonding social capital. Bridging social capital reinforces life satisfaction. Bonding social capital moderates the relationship between bridging social capital and feeling of homesickness.
Complexity Theory and State Emergency Preparedness • Claire Tills, University of Maryland • While it may seem that preparedness communication falls under the purview of risk and crisis communication scholarship, the existence of organizations that solely focus on preparedness and preparedness communication efforts indicates that this communication may have unique challenges and characteristics that are yet unexamined. This explanatory case study used in-depth interviews, social media content, and archival reports to understand how a state emergency management agency plans for, conducts, and evaluates a National Preparedness Month (NPM) campaign. Perspective from both emergency management and crisis communication scholarship were used to guide this research including chaos and complexity theories, planned agility, and evaluation standards from both public relations and emergency management. Results indicate that these campaigns are still in the early stages of developing strategic goals and methods for evaluation while still succeeding in reaching audiences and meeting surface-level objectives. From these findings, theoretical implications for preparedness communication and the extension of complexity theory are discussed.
Silicon Valley and the New Gatekeepers: A Conceptual Model of Risks and Potential Benefits for Journalism • Frank Michael Russell, University of Missouri School of Journalism • Digital media platforms owned by Silicon Valley companies such as Google, Apple, Facebook, and Twitter have changed the relationship between journalism and citizens. This paper offers a conceptual model for understanding that transformation. In the legacy media model, a direct reciprocal relationship, expectations between journalism and citizens were relatively clear. However, with audience preference for getting news from digital platforms, journalism and citizens now engage in an indirect reciprocal relationship, increasing risk for news media.
Turning off or tuning in? Testing two competing mechanisms of expressive behavior in online discussion • Hyesun Choung; David Coppini; Jessica Schmidt, UW-Madison; Yiping Xia, University of Wisconsin-Madison; Moonhoon Choi, University of Wisconsin Madison; Megan Duncan, University of Wisconsin-Madison • This study uses an online experiment (N=415) that manipulates opinion climate around a local issue to test the mechanisms of two competing theories: spiral of silence and corrective action. Results of the interaction between opinion climate and personal opinion provide stronger support for the corrective action hypothesis. In addition, our findings identify willingness to self-censor as a moderator of expression based on corrective action. Theoretical implications are discussed.
A case study examining how reporters deal with the challenges of the economy and technology • Jenny Dean, University of Oregon • The technology behind journalism has changed dramatically in the last 10 years, and it has affected how reporters do their jobs, as well as how they approach storytelling. With the demand for multimedia presentations on newspaper websites, reporters need to be able to tell stories on different platforms. In addition, as the media world has downsized due to economic turmoil in the field, the reporters who remain employed have taken on extra duties as their colleagues have been laid off. This results in a dramatic change in their job descriptions. There has always been a competitive need to get the story first, but now that means getting it online first even if it is only an initial paragraph or two, which will not even go through the copydesk. The complete story follows later. The challenge is that newspapers compete against a much larger media world with bloggers and citizens reporting the same stories. The newspaper’s goal is for it to be the most accurate, complete, and timely record of news. The purpose of this study is to understand reporter routines, given the current state of the media industry over the past decade. To explore this issue, 18 interviews were conducted with reporters at a large paper in the U.S. Even though reporters may or may not be expected to use technology, the question is whether they use it and how.
Student Perceptions of Teacher Power and the Relationship with Engagement and Social Presence • Joseph Provencher, Texs Tech University; Adam Testerman • Findings from a survey to undergraduate students suggest prosocial perceptions of power have a greater impact on social presence than antisocial power. Perception of prosocial power has a significant and positive relationship with student engagement r(86) = 0.400, p < .01 (1-tailed), explaining 16% of the variance in student engagement. Our findings also establish a significant and positive relationship between perception of prosocial power and social presence in face-to-face communication r(86) = 0.429, p < .01 (2-tailed), which explained 18% of the variance in face-to-face social presence.
Clarifying the Concept of Journalistic Integrity: A concept explication • Kimberly Foster • The ambiguous definition of journalistic integrity in literature does little to address the conceptualizations of what journalistic integrity involves. Following Chaffee’s (1991) outline for concept explication, this essay provides an empirical definition of journalistic integrity premised on four key components: the information is useful; the information is factual, reliable, and timely; the journalist or organization behaves consistently over time and in accordance with socialized morality; and the journalist or organization treats others with fairness.
A Comparative Examination on Haze-related Content on Traditional Media and Social Media in China: Using the Extended Parallel Process Model and Network Agenda-setting • Liang Chen, Nanyang Technological University; Weijie Zheng • The current study aims to explore hazed-related content on between traditional media and social media in China. Specifically, we not only examined the nature of haze-related messages based on the extended EPPM, but also identified the central components in the networks of attributes of haze (i.e. EPPM components). Besides, the correlation between the interrelationships among attributes of haze on People’s Daily and Weibo was examined based on the network agenda-setting theory. The results revealed that while there were more than half of the total messages on both media reflecting EPPM components, either threat or efficacy, a greater number of messages mentioned threat than efficacy on Weibo. Moreover, limited messages on both media contained severity components. Furthermore, according to social network analysis, response efficacy and collective efficacy played central roles in haze-related content on People’s Daily, whereas the most central role was susceptibility on Weibo. Finally, the results from Quadratic Assignment Procedure (QAP) indicated that the interrelationships among attributes of haze on People’s Daily were positively associated with that on Weibo.
Where Should We Eat? A Content Analysis Examining What Factors Yelp Users Perceive Useful When Picking Restaurants • Mark Tatge, University of South Carolina; Alex Luchsinger, University of South Carolina • This research examines the characteristics of experiential online reviews to see what factors are perceived to be most useful by consumers after evaluating the ratings, views and information offered by individuals publishing restaurant critiques. The study investigated reviews written by restaurant patrons and published on Yelp.com (N=600) in two major U.S. cities – New York and Chicago. The analysis examined key variables appearing in the review – tone, price, service, cleanliness, cost, perceived value and star rating. Scrutiny was also given to heuristics such as reviewer’s social activity, friend count and number of reviews published. The study found socially active reviewers were perceived to have greater expertise, prompting restaurant goers to assign greater weight to these social active reviewers’ assessments when deciding where to eat.
How Socially Supportive are Online Support Groups? Examining Online Interactions for Managing College Stress • Ren-Whei Harn • College experience is a major life transition causing immense stress for many students. Unmanaged stress creates health problems and can cause lasting effects of depression and anxiety within an individual. This study observed a publicly available support group for college students. Content analysis examined the common topics of distress and how social support is enacted in response. The research study found that complexity of message and topics of distress enact certain types of social support.
Guilt by Association: Barry Goldwater, the Anti-Communist Fringe, and CBS’s Thunder on the Right • Rich Shumate, University of Florida • This study explores the origins of the perception of liberal media bias by analyzing a 1962 CBS Reports program, Thunder on the Right, as a case study on how elite media covered the emergence of movement conservatism in the early 1960s. Using a scene sequence analysis of the program’s 10 scenes, this paper posits that the program’s skillful conflation of mainstream and extreme strains of conservatism did a disservice to CBS viewers and helped fuel the belief among conservatives that the media have a liberal bias, which colors American politics to this day.
Social Media as a Resource in Social Movements: An Online Resource Mobilization Study of the formation of Social Movement Organizations • Samuel Tham, University of Missouri – School of Journalism • 65% of Americans use social media for its utility. The social networks formed through social media has allowed social movement organizations to utilize it as a resource to fuel their causes. This study traces the formation of an SMO through a case study, utilizing social media as a resource to fuel their cause. The alacrity of the organization’s formation revealed characteristics about how social media as a resource that can effectively mobilize an organization.
The social value of Snapchat: An exploration of motivations for Snapchat use • Taj Makki; Julia DeCook; Travis Kadylak; Olivia JuYoung Lee • The present study proposes that undergraduate students’ use of Snapchat is driven by several factors related to affiliation motivation: playfulness, subjective norm, trust, critical mass (Technology Acceptance Model constructs), and the assurances, openness, and positivity (Relational Maintenance behaviors) that users can enact through the medium. Highlighting the social value of Snapchat, findings reveal affiliation motivation as a significant predictor of Snapchat use, with general relational maintenance and critical mass found to be the strongest motivators.
Online credibility, media use and past experience of health information on social media in China: factors that impact health-related behavioral intention • Zhaomeng Niu; Chan Chen, Washington State University • Social media is a new form that provides online health information. A survey of Chinese adults (n=452) was conducted to examine predictors of intentions to use the health information on the social media site. Two constructs of the TPB with three additional variables (perceived credibility, media use and past experience) significantly impacted intentions to use health information on social media. Perceived credibility acted as a mediator between social media use and health-related behavioral intention.
Lesbian, Gay, Bisexual, Transgender and Queer 2016 Abstracts
Transitioning: Visibility and Problematic Practices in U.S. Newspaper Coverage of Transgender Issues • Anna Hornell; Patrick Howe, California Polytechnic State University, San Luis Obispo • This content analysis compares U.S. newspaper coverage of transgender issues in the year 2009 to 2014. The study examines the visibility of transgender issues and the incidence of media practices deemed problematic by the LGBT rights group GLAAD. Results show visibility rose based on both volume of stories and on the prominence of transgender issues within them. Problematic practices decreased markedly; 10 of 11 examined practices appeared less commonly in 2014 than in 2009.
Confessing Caitlyn: A Textual Analysis of the Verbal and Visual Constructions of Gender, Family, and Patriotism in the Bruce Jenner/Diane Sawyer Interview • Jennifer Huemmer, Texas Tech University • This paper examines the Bruce Jenner/Diane Sawyer interview through the lens of Foucault’s confession to understand the elements used to construct a case for or against Jenner’s transgenderism in the minds of the American audience. Specifically, this paper dissects the visual and discursive elements that are used to construct meaning. Results indicate that underlying elements of the interview serve to argue that Jenner’s transition will not disrupt traditional gender boundaries or the heteronormative family structures.
Space, Otherness, And Public Intimacy: An Observation Of The Current Lgbt Activism In Mainland China • Li Chen, Syracuse University • In this essay, I start from my own observation of a specific event of LGBT activism in China. I then use the concept of public intimacy instead of the public sphere to analyze this event’s context and particularities. Finally, I come to a tentative conclusion about the pros and cons of the contingent public intimacy created by the LGBT activism of mainland China. I want to argue that, under the context of mainland China, with extreme authority and government control, the normative public sphere cannot be built up from vanity. However, the development of social movements needs a public space that partly functions as the public sphere. Hence, commercial spaces such as the coffee house assume the responsibility of public discussions and create a new type of public intimacy.
The way she looks: Media, social discrepancy and lesbian women appearance • Lizhen Zhao; Carol Liebler • The present study aims to understand how lesbian women experience and construct their physical appearance in the context of American society, and how media may affect these experiences and constructions. In-depth interviews were conducted to address the research questions. Self-discrepancy theory (SDT) (Higgins, 1987) was adopted as the theoretical. Findings show patterns: lesbian women employ “double evaluation processes” to obtain a holistic picture of their own appearance; and three major discrepancies also emerged.
Transitioning Together: Negotiating Transgender Subjectivity with Family and Other Trans People on Reality Television • Minjie Li, LSU • Through an intersectionality-guided discourse analysis, the present study investigates how reality television programs represent 1) the main transgender characters, 2) family relational negotiation process, and 3) negotiation with other transgender people in relationship to transgender subjectivity. I found that while the main trans characters still reflect the White womanhood and heteronormativity, presenting the negotiation processes with family members and other transgender people demonstrate transgender subjectivity that are oftentimes programmed to disappear.
Pride and Prejudice: Anita Bryant, Same-Sex Marriage, and “Hitler’s View” in The Miami Herald • Rich Shumate, University of Florida • To create the perception of balance in coverage of LGBT issues, the media in the past included inaccurate, stereotypical, and defamatory charges leveled by anti-LGBT forces. Using a content analysis of news coverage in The Miami Herald, this study explored whether, and to what extent, the media had abandoned inclusion of such “Hitler’s view” frames in coverage and also how terminology used to describe LGBT people and issues changed over time. The results showed statistically significant decreases in the use of pejorative frames and a shift to terminology preferred by the LGBT community.
Journalism Values Undermining Valuable Journalism: How Modified Morality Politics Influenced News Framing of Same-Sex Marraige Backlash • Shawn Harmsen, University of Iowa • “This research looks at how local television news framed the efforts in Iowa in 2010 and 2012 to unseat Iowa Supreme Court Justices whose 2009 ruling in the case Varnum v. Brien made Iowa the third state in the nation to legalize same-sex marriage. By looking at relevant news packages and interviewing journalists, news directors, and spokespersons, I traced the way the traditionally ignored judicial retention votes became a top political story, and how particular frames entered the news. I found that despite a well-meaning intention to cover the story in a professionally acceptable fashion, traditional news values and reporting rituals blinded journalists to how their attempts to provide “balance” ultimately accomplished the opposite.
Evidence studied here suggested that morality politics was the dominant frame throughout most of the coverage, with the civil rights aspects of the issue mostly relegated to the day after each election rather than in the weeks prior. Political science literature defines morality politics as a campaign strategy that relies upon arguments based on “morality,” “values,” or even “sin” to motivate supporters. In the Iowa case, this concept gets modified because while the conservative campaign engaged the logics of morality politics, they also felt the need to couch their campaign in issues like “judicial activism.” I conclude the ability to get news coverage of the anti-retention campaign and to get this modified morality politics framing as dominant in that coverage reveals an exercise of political and social power in defense of the hegemonic heteronormative cultural matrix.”
Queering Facebook: Exploring the role of Facebook groups among the LGBTIQ community in India • Sreyoshi Dey • This paper explores the role of the social media platform of Facebook Groups for the LGBTIQ community in India against the backdrop of the societal taboos, lack of legal support and infrastructural loopholes like education and technology. Following from the social identity model of de-individuation effects (SIDE), this qualitative research analyzes interviews conducted with Indian citizens who identified as LGBTIQ members of active Facebooks groups and focuses on the identity formation for the community using computer mediated communication.
Entertainment Studies 2016 Abstracts
Gendered Discrepancies in Educational Messages on Television Channels Targeted at Boys vs. Girls • Adriane Grumbein, University of Kentucky; Kyra Hunting, University of Kentucky; Maria Cahill, University of Kentucky • While research has been done on the educational potential of television for children, how television for children depicts education and educational settings has not been considered. This paper establishes that education and educational settings an important theme in children’s television but how prevalent this topic is varies significantly from one channel brand to another. We found that whether looking at general school themes, STEM, or humanities themes, channels targeted at girls were significantly more likely to discuss education then channels targeted at boys. This discrepancy is notable because it mirrors gender discrepancies observed by researchers into educational performance and attitudes.
Sex, drugs and sports ‘n’ divorce: How TMZ satisfies its audience • Angelica Kalika, U of Colorado; Patrick Ferrucci, U of Colorado • TMZ remains one of the most popular destinations for people searching for news on the web. However, this news is of the celebrity kind. This study, utilizing textual analysis, examines all stories published on the site during a one-month period (N=1,002). We illustrate the types of content the site publishes (paparazzi-based content; document-based reporting; sports-themed material; and reader polls) and the results are interpreted through the lens of market theory for news production.
Enjoying celebritization of politics: Construction and validation of a scale to measure political influence of celebrities • Azmat Rasul, Florida State University; Betsy Becker, Florida State University • Political parties and candidates are deeply interested in securing support from media savvy personalities such as entertainment-industry celebrities, spin-doctors, and famous journalists to attract undecided young voters. Considering the importance of celebrity-laden entertainment media, we introduce a new measure, Political Influence of Celebrities Scale (PICS) in this article, and examine the psychometric properties of this scale specifically designed to explore the extent to which celebrities politically inspire their fans. We explored the factor structure, internal consistency, and the relationship between assorted dimensions of PICS. We confirmed our results employing a confirmatory factor analysis (CFA), which examined the three-factor construct and found sufficient evidence confirming the validity and reliability of the scale. Another question motivating this study concerns the relationship between attitude towards celebrities, enjoyment associated with the presence of celebrities in election campaigns, and the influence of celebrity endorsement on political participation of young voters. The study yielded significant results and validated our scale that dependably measured political influence of celebrities.
The Message of Meals: What YouTube Commercials Tell Us About Our Lives • Carol Pardun, University of South Carolina; Marcie Hinton, Murray State University; Anan Wan, University of South Carolina • This study analyzed 38 commercials hosted on YouTube, representing 43 of the world’s most valuable brands. Commercials that included some form of meal time were included in the sample. The study argued that the creative use of food in commercials is a meaningful message strategy portraying families interacting, connecting and negotiating their days. The textual analysis revealed five overall themes: crossroads of tradition and transformation; gendered food; family makeup; food as caring; and healthy, happy and home-grown. The study also discusses the importance of analyzing content of online advertising as well as the importance of YouTube as an advertising channel.
The Effects of Sexually Provocative Programming: A Preliminary Study about the Effects of Sexually Provocative Programming and Sexual Risk and Responsibility • Elise Stevens, University of North Carolina at Chapel Hill; Diane Francis; Jeannette Porter • U.S. Department of Health and Human Services’ Healthy People campaign aims to reduce unintended pregnancies by 10% by 2020. The present study is a preliminary survey of young adults in the south, a region of the U.S. that is high in unwanted pregnancies, and the effects of sexually provocative programming. Using a structural equation model, results showed a significant positive relationship between watching sexually provocative programming and perceived vulnerability to pregnancy. Perceived vulnerability to pregnancy led to increased intentions to use condoms, visit a doctor for sexual health, and talk to one’s partner about sexual health. Interesting, watching sexually provocative programming had a direct inverse relationship with condom use. Implications and directions for future research are discussed.
Television’s Masculinities: “New Man” Portrayals in NBC’s “Parks and Recreation” • Erika Engstrom, UNLV • This paper examines how the NBC comedy series “Parks and Recreation” utilizes alternative forms of masculinity as embodied in its male characters to counter traditional notions of the male identity familiar in mass media, those that idealize what it means to “be a man.” Working from the context of hegemonic masculinity, the current study analyzes the commonality and differences in the portrayal of the male characters in “Parks and Recreation” Unlike other comedic treatments in which effeminate male characters remain unrewarded for breaking with the form of masculinity that espouses emotional inhibition, the men of “Parks” show their true selves. The friendships and open communication presented by the “New Men” portrayed hence add to other mediated versions of counterhegemonic portrayals, which have the potential to become positive hegemony regarding the performance of manhood.
Redefining the News Journalist for the Millennial Generation: College Women’s Relationships with Celebrity News Personalities • Halie Wenhold, University of Michigan • “This study investigated the association between college women’s perceptions of their favorite female TV news personalities and the way they envision their own future journalistic careers and professional values. College women pursuing media-related degrees (N = 138, average age 19.58 years) selected a favorite TV news personality (TVNP) and completed survey measures of personal work values, perceived work values of their TVNP, engagement with their TVNP, and wishful identification with their TVNP. The TVNPs selected by respondents included both journalists and non-journalist celebrities (e.g., Kim Kardashian), indicating generational change in the way aspiring journalists define journalism. Controlling for age, race, and parents’ education, respondents’ perceived extrinsic work values of their TVNPs were correlated with their own work values both intrinsically and extrinsically. Discussion focuses on the importance of assessing journalism and media students’ perceptions of TVNPs as they envision and formulate their own career plans and expectations.
I Vape, Therefore I Am: Construction of Electronic Cigarette Users’ Identity through Entertainment Social Media • Joon K Kim • E-cigarettes have become a popular alternative to traditional tobacco products. Although people are motivated to use Instagram for entertainment, e-cigarette users could construct and display their identity on Instagram. This study investigated e-cigarettes posts to understand e-cigarettes users’ perceptions of e-cigarettes. The use of textual analysis revealed three themes: vaping e-cigarettes as a fun activity, sharing a moment of daily life with e-cigarettes, and building an identity as an e-cigarette user through hashtags and captions.
What Happens on Snapchat Stays on Snapchat? A Content Analysis of Themes in Screenshots • Kaitlyn Skinner • Snapchat offers an instant messaging feature where content disappears after being viewed. This paper analyzes what content is being sent and “screenshotted,” which is important, since many users choose Snapchat because their content disappears. The research examines what content users screenshot and post online through a content analysis of a sample of Snapchat screenshots. While Snapchat has a negative sexting connotation, results showed there are many reasons users send and screenshot snaps.
Ideological and Cultural Boxes: Blacks in Super Bowl Commercials • Kenneth Campbell, University of South Carolina; Ernest L. Wiggins • While there has been significant change in the racial context on the football field during the Super Bowl, such as increased presence of Black head coaches and quarterbacks, this textual analysis of Super Bowl commercials from 1989 to 2014 found limited portrayals of Blacks that fall into two ideological and cultural boxes — as athletes and entertainers in one box, and as workers and individuals within a fairly narrow spectrum in the other box.
Just One More Episode: Developing and Testing a Binge Viewing Index • Larry Webster, University of South Carolina • This study proposes an index to measure the binge viewing phenomenon. Previously, binge viewing has been defined as watching two to six episodes of a show at one sitting. The Binge Viewing Index is based on scales measuring binge drinking behavior and includes the differences in duration of binges, frequency of binges and number of binges over time. The study then uses the index to explore the correlation between binge viewing and parasocial interaction.
Perfecting Fatherhood: Gender Discourse on Reality TV in China • Li Chen, Syracuse University • “This project used textual analysis to analyze a popular reality TV show in China, “Dad where are we going?”. Five episodes of the first season of this show were transcribed and translated by the researcher and coded through the qualitative analyzing software DeDoose. Through the poststructuralist lens, this feminist cultural analysis project examined the binary oppositions of gender discourses embedded in the text of this reality TV show. Meanwhile, the project identified the flexibility of the binary oppositions of men/women in this media text to explore the possibility of deconstruction. Major themes like “perfecting fatherhood, silencing motherhood”, “ boys as small men, girls as small beauties”, and “negotiations” emerged through the analysis.
The War on Drugs: An Audience Study of The Netflix Original Series Narcos • Maria Cano • Netflix has adopted an emerging subgenre, narcodrama, in the production of their new original series, Narcos. This study investigates what motivates Colombian and American audiences to watch Narcos and examines the uses and gratifications for each audience when it comes to violence in television shows. Results show that Colombian and American audiences differ on four variables related to their viewing habits: 1) information seeking, 2) social learning and development, 3) social contact, and 4) diversion.
Eudaimonic Motivation to Entertainment Media Influences Entertainment Education in Prescription Drug Abuse Intervention • Ming Lei • Prescription drug abuse is a problem among U.S. college students. Results from the current experiment suggest that a communication strategy called entertainment education with medical dramas can help students receive treatment. Further, the results reveal that the effectiveness of entertainment education may be influenced by an audience characteristic called eudaimonic motivation to entertainment media. The process through which eudaimonic motivation influences the effectiveness of entertainment education may be via the attention to entertainment education contents.
Animated aggression across the ages: A content analysis of violence and aggression in animated content • Nicholas Scott Smith, Wayne State University • This study is an initial look at the use of aggression and violence in cartoon content. This article is a first step into the understanding of just how pervasive the aggressive communication and violent actions are in animated content. This is done by conducting a content analysis of cartoons from all five of the American cartoon era’s in attempt to describe the content in this genre and provide some insight into how this content has progressed through the different eras.
Border Crossing: Sean Penn’s Interview with El Chapo • Oray Egin, University of Maryland; Alexander Quiñones, University of Maryland; Linda Steiner, U of Maryland • Sean Penn’s interview with the infamous drug lord El Chapo in Rolling Stone was highly controversial for many reasons. We analyzed critiques in 58 articles published in English and Spanish language news outlets. Some U.S. journalists accepted his self-definition as a journalist; nearly everyone agreed his celebrity status was what accounted for his access. Critics were unanimous that he violated journalistic standards. Mexicans were outraged Penn would ignore how dangerous covering drugs is for journalists.
“Jamming” the South Asian Color Line: Comedy, Carnival, and Contestations of Commodity Colorism • Radhika Parameswaran, Indiana University • Challenging the racist commodity stories of skin-lightening cosmetics that peddle dark skin’s abject status in India’s burgeoning consumer landscape, media activists and progressive cultural entrepreneurs deploy the techniques of “culture jamming,” defined as the playful critique and subversion of mainstream hegemonic culture, in their short amateur comedic YouTube video productions and in satirical cyber-images and narratives. My analysis of the scope and potential of these artistic media contestations of colorism, which mimic and parody skin-lightening commercials, will draw from Bakhtinian concepts of “carnival” (folk reversals of the social order), theoretical formulations of counter-publics, and writings on transnational practices of cultural citizenship that exceed the logics of sanctioned official nation-state models of citizenship. How do these amateur digital media productions make “strange” the normality of pervasive colorism and racism in India? How do they cross-pollinate the rhetorical strategies of anti-racist activism birthed in western contexts with resistance towards commodity colorism in South Asia? The paper will argue that these modest mediated articulations of dissent against the skin-lightening industry’s commerce in pigmentocracy encourage active “recognition” of skin color discrimination in a culture that has willfully ignored entrenched and abiding forms of oppression based in domestic skin color distinctions and global racial divisions.
Privileged gay man: The intersection of race, gender and sexuality in network television sit coms • Robert Byrd, University of Memphis • This essay argues that white gay characters in primetime network television programs are given a pass from white male privilege. This pass comes not only by way of their sexual minority status but also through the symbolic annihilation of people at the intersections of race, gender, and sexuality. The discourse then places white gay men as stand-ins to represent all lesbian, gay, bisexual, transgender, and queer people despite race and/or gender identity.
Man Down: Fandom and White Male Anxiety in Popular Narratives of Professional Football • Thomas Oates, University of Iowa • Building on recent scholarship about white male identity politics in and around contemporary sport, this paper argues that mainstream narratives of National Football League (NFL) fandom articulate anxieties about white masculinity in the United States. The paper offers a close reading of two symptomatic texts: the television series The League and the 2009 film Big Fan, arguing that they present cultures of fandom characterized by deep ambivalence about fandom’s potential to deliver hegemonic identities.
Black Panther and Black Agency: Constructing Cultural Nationalism in Comic Books Featuring Black Panther, 1973-1979 • William Schulte, Winthrop University; Nathaniel Frederick, Winthrop University • This study looked at ways cultural nationalism manifested in comic books featuring the character Black Panther between 1972 and 1978. As politics and agency became goals for the African American collective, agency and strength were presented as an actualized reality in the character, Black Panther. This study explored the ways creators of the Black Panther comic books interpreted and navigated the dynamics of the Black Power Movement. The primary method for this study was textual analysis to examine narratives and visuals within the context of the genre. Overall, this study found the medium was able to take several abstract feelings and notions and give them voice. However, in doing so they ended up reinforcing stereotypes associated with African Americans and the Black Power Movement. The book’s creators facilitated an interpretation of the black aesthetic and cultural nationalism to acknowledge their positive influence but relied on stereotypes to achieve those goals.
Race, Media, Nation: American Sniper and the Construction of the Racio-Religioscape • Zachary Vaughn, Indiana University • In this paper I build on Appadurai’s timeless insights of the five scapes originally proposed as lenses with which global cultural flows are marked. To do this I offer a definition of the racioscape as well as the religioscape, and I argue that these two scapes have been collapsed into a single theoretic. The racio-religioscape is a tension between national identity and global cultural flows. The racio-religioscape racializes people of color as different, and through this difference they are imagined as un-American in a perspectival sense. Once racially marked, these individuals are perceived to belong to a mytho-essential prehistory. The racio-religioscape can be seen as an anchor that moors a people to primitive and barbaric lands. For my purposes, I investigate how audience reception on the IMDb message boards to American Sniper produces a racio-religioscape of Arab-Americans in the white hegemonic racial order. The racio-religioscape visualizes “the enemy within” at the same time it elides their presence ideologically, if not phenotypically. Further, it allows us another lens through which we can critically examine identity and difference.
Play between love and labor: Gold farming in China • Zixue Tai, University of Kentucky; Fengbin Hu, Fudan University • This research interrogates the widespread practice gold farming in China through two years of field research conducted in 13 gold farming studios across five cities involving 64 participants. The analysis offers insight on the rationales, motivations, and perceptions of gold farming through the insiders’ perspectives of gold farming studio owners, managers and players. The discussion contributes to the understanding of China’s youth-led game culture in general, and the variegated intricacies of the trade of gold farming in particular.
Community Journalism 2016 Abstracts
Youth Participating in Civic Engagement: “Doing that Volunteering Stuff” at the Kiowa County Media Center • Bonnie Bressers, Kansas State University; Sam Mwangi, Kansas State University; Steven Smethers, Kansas State University; Bondy Kaye, Kansas State University; Levi Smith, Kansas State University • The Kiowa County Media Center, a hi-tech production facility in Greensburg, Kansas, was founded to produce an open-source portal serving a rural population, but the community’s propensity to contribute content was uncertain. Focus-group and survey research suggests that local junior and senior high school students are willing content producers. Students who volunteer there are significantly more likely to believe they will engage in other aspects of community life than their non-participating counterparts.
Weekly Newspapering: How Small-Town News Workers Decide What is News • Christina Smith, Georgia College and State University • This research, under the sociology of news theoretical framework, explores the key practices, strategies, and norms of news production for news workers at three small-town weekly newspapers. Using an ethnographic case study approach, the study draws on newsroom observations and interviews with news workers to examine how external and internal influences affect how small-town journalists produce news for their weekly newspapers.
Building a media community at NPR member stations through news programming • Joseph Kasko, SUNY Buffalo State • This research is composed of 20 in-depth, qualitative interviews with managers at NPR stations across the U.S. to examine how they are attempting to build a sense of community through news programming. The findings suggest public radio stations are using local news programming to build a media community. The stations know a lot about their listeners and their communities and they are attempting to engage and serve them through local news programming.
Media Deserts: Local Ethnic Communities in Silicon Valley Face a Crossroads • Laura Moorhead, San Francisco State University • The digital revolution has become a two-edged sword for San Francisco Bay Area’s Silicon Valley. Local communities are being swept by demographic and economic change, as media institutions weather ongoing challenges. Many ethnic and community media outlets lack capacity to use technology to their fullest capacity. While immigrants can use iPads to find news about their home countries, they bypass local ethnic media. Leaders of ethnic newspapers worry that younger journalists will not pick up the torch, because they see a dim financial future for ethnic and community media. This exploratory qualitative study considers the current media situation in Silicon Valley through focus-group interviews with eighteen media leaders who shared their experience about ethnic media. Participants included mainstream, ethnic, and community media outlets; newspapers, television and radio; and for-profits and nonprofits. This study provides insights into how media organizations might better work with and serve ethnic and underserved communities.
Multimedia Content Incorporation in Hyperlocal News Sites • Monica Chadha, Walter Cronkite School of Journalism & Mass Communication, Arizona State University • Hyperlocal news sites are a new form of community/citizen news sites that report on communities and neighborhoods that are no longer part of mainstream media news coverage. They are experiments in digital media and studies related to them are important to extend scholars’ and journalism practitioners’ understanding of how these sites cover local news in urban and rural settings. This study examines the extent to which hyperlocal news sites incorporate multimedia content and the reasons why they would or not increase multimedia inclusion in hyperlocal news content. The results of a web survey that included closed and open-ended questions revealed that almost all hyperlocal sites incorporate some form of multimedia content, video seems to be the most popular but also the most expensive in terms of time and money. Respondents’ adoption of technology and increased multimedia incorporation is dependent on their perception of audiences as well as their professional identity.
Boosters or watchdogs? American sports journalists’ perception of their professional roles • Sada Reed, Arizona State University • The following study adapted Weaver, Beam, Brownlee, Voakes, and Wilhoit’s (2007) 15-item measure of journalists’ role perception in order to survey 116 sports journalists working for newspapers throughout the United States about their perceived journalism roles. This paper also examined the relationship between newspaper circulation size and journalism roles, as well as determined if sports journalists’ demographics could predict sports journalists’ perception of their professional roles. Results suggest that sports journalists primarily identify with the adversarial and populist mobilizer functions, though there was no statistically significant correlation between populist mobilizers and newspaper circulation size. A multiple regression found that demographics (i.e., sex, race, education, circulation size and years at current news organization) could predict 13.4% of the adversarial function, with education being a statistically significant predictor. These demographics, however, could not predict populist mobilizers.
Visual Communication 2016 Abstracts
Perceiving Health: Biological Food Cues Bolster Health Halo Health Perceptions • Adrienne Muldrow, Washington State University; Rachel Bailey, Murrow College of Communication • This study investigated the impact of food claims, food cues, and objective health characteristics on believability of claims and perceptions of health and taste. One hundred twenty-four individuals were exposed to counterbalanced product images, which varied in a fully crossed design by directness of visual food cues, type of food claims (health vs. taste), and objective healthfulness across three different food product types. Participants evaluated the perception of claim believability and perceptions of health and taste after exposure to each of these images. Generally, results support that direct visual cues, especially when used in coalition with health claims, improve health perception ratings and aid believability of health claims even for objectively unhealthy food products.
Good Crop, Bad Crop: Composition and Visual Attention in Photojournalism • Carolyn Yaschur; Daniel Corts, Augustana College • An eye-tracking experiment was conducted to determine whether cropping of professional photojournalistic images affects visual attention within the frame. Building on Entman’s principles of framing theory, photos were cropped according to or in defiance of strong composition to increase or reduce saliency of areas. Findings suggest participants took longer to find all of the important areas in poorly cropped photos than professionally cropped photos and preferred uncropped and professionally cropped photos over poorly cropped photos.
See it in his eyes: Linking nonverbal behavior to character traits in impression formation of politicians • Danielle Kilgo, University of Texas at Austin; Trent Boutler; Renita Coleman • This study examines the roles that specific non-verbal behaviors play in the forming certain impressions about the character of politicians. Theoretically, we tie the concepts of impression formation to the study of attributes in second-level agenda setting. Using published images of a politician and an experimental design, our results reveal eye contact was significantly better a conveying leadership and intelligence than other nonverbal behaviors, such as arm and hand positions, and smiling.
The Public Relations and Visual Ethics of Infographics: An Examination of Nonprofit Organizations’ Transparency, Clarity, and Stewardship • Diana Sisson, Auburn University; Tara Mortensen, University of South Carolina • This study employs a visual and textual content analysis to examine transparency, clarity, and stewardship practices in nonprofit organizations’ infographics (n = 376) that have been released on Twitter. Broadly, the findings suggest that nonprofit organizations are not following all of their own ethical guidelines with regard to infographics, and they are not translating these ethics to the world of visuals. The results extend current knowledge about nonprofit organizations’ stewardship and infographic visual ethics practices. Practical and theoretical implications are offered.
I AM NOT A Virus: A Comparative Analysis of Liberian Identity through the Photographs They Produce • Gabriel Tait, Arkansas State University; Viet Nguyen, Arkansas State University • “In 2014, the World Health Organization and various media outlets reported that the West African countries of Liberia, Sierra Leone, and Guinea were the epicenter for the Ebola Virus. As the media transmitted images of sick West Africans, four Liberian women decided to develop a photographic social media campaign to offer an alternative narrative. This study examines the 2014 -15 visual media campaign #IamaLiberiannotaVirus. By using content analysis to examine 75 photographs taken by Liberians of Liberians, this study offers a unique opportunity to view and understand how Liberians represent themselves in the midst of the Ebola outbreak. The findings reveal the complexities and possibilities that arise as others are empowered to construct their own visual communication narrative.
Evoking Compassion, Empathy, and Information Seeking: The Human-cost-of-war Frame, TOP student paper • Jennifer Midberry, Temple University • U.S. media consumers in an age of globalization regularly encounter mediated depictions of war. Sontag (2003) argued, “the understanding of war among people who have not experienced war is now chiefly a product of the impact of these images” (p. 21). Yet, exactly what type of impact war photos have on people is a question that remains largely unanswered in terms of visual communication research. For all of the theories and newsroom anecdotes about how audiences react to images of wartime suffering, empirical research on the capacity of news photos to move people to action is sparse and contradictory. This study aimed to fill that gap in the literature. Through a series of focus group discussions, this study investigated how media consumers generally make meaning out of images of conflict. It also specifically examined whether photos (from conflicts in Afghanistan and the Democratic Republic of Congo) with a human-cost-of-war visual frame evoked different empathic, compassionate, and information seeking responses in participants than photos with a militarism visual frame. This paper is a condensed version of a longer, in-progress monograph. The findings expand our understanding about the way audiences react to conflict photos, and they have implications for how photo editors might present audiences with images of war that will engage audiences.
Selfies and Sensationalism on the Campaign Trail: A Visual Analysis of Snapchat’s Political Coverage • Jerrica Rowlett, Florida State University; Summer Harlow, Florida State University • This exploratory, qualitative visual study of Snapchat’s Live Stories about the 2016 U.S. political primaries explored how this social media application, with its ephemeral, user-generated content covered political news. Few studies have examined Snapchat, let alone its political coverage, allowing this present research to advance the literature, informing our understanding of political communication in the digital age of the selfie. Findings suggest that Snapchat features like filters, emojis, and captions sensationalized the news.
Does Image Brightness Matter?: How Image Brightness Interacts with Food Cues When Viewing Food Pictures of Healthy and Unhealthy Foods • Jiawei Liu, Washington State University; Rachel Bailey, Murrow College of Communication • Given the high prevalence rate of overweight and obesity among the US population and its consequences, it’s important to understand how different mediated food information factors affect consumption and related responses and behaviors. This study examined how food image brightness interacted with food cues (direct visual food cues, indirect food cues) to influence affective responses and purchase intention toward different food products. Results indicate that individuals exhibit more favorable attitudes and greater purchase intentions when food information contained direct visual food cues and had greater image brightness. This was the case regardless of the health level of the foods (healthy and unhealthy). Implications and future research are discussed.
Exploring Relationships Between Selfie Practice and Cultural Characteristics, Second place student paper • Joon K Kim; Hwalbin Kim, University of South Carolina • The present study explored the relationship between individuals’ cultural characteristics and selfie practices such as posting and interacting with others on Instagram. Cultural characteristics include individuals’ independent and interdependent construal. Using an online survey (N =354), we found that the use of verbal information on selfies – captions and hashtags – was related with both independent and interdependent characteristics, while the use of nonverbal information – filter and geotags – was associated with only interdependent characteristics.
Seeing Another Way: The Competitive Spirit, Innovation, and the Race for the Better Visual • Julian Kilker, UNLV • Photojournalism faces well-known threats of deskilling and credibility associated with the shift to digitization. This paper finds evidence for an expanded notion of photojournalistic “workflow” that incorporates the activities of photographers shaping emerging technologies and techniques to handle new challenges. Technology “lead users” identify “reverse salients” in their workflows and resolve them. In doing so, they develop and propagate visual innovations. The broader implications for journalism practice and education are discussed.
Picture Perfect: How Photographs Influence Emotion, Attention and Selection in Social Media News Posts, TOP Faculty Paper • Kate Keib, University of Georgia Grady College; Camila Espina, University of Georgia, Grady College; Yen-I Lee, University of Georgia; Bartosz Wojdynski, University of Georgia; Dongwon Choi, University of Georgia, Grady College; Hyejin Bang, University of Georgia, Grady College • Social media has the primary conduit to news access for an increasing number of consumers, yet little is known about how consumers view social media posts containing news, and on what basis they make decisions about selecting and sharing this information. In a within-subjects eye-tracking experiment, this study examined the influence of image presence and valence on attention to and engagement with news stories on social media. Participants (N=60) viewed a series of 29 social media posts of news stories, each of which was either paired with no image, a positively valenced image, or a negatively valenced image, while their attention to images was recorded with an eye-tracking device, and subsequently completed several dependent measures about each image viewed. The results show that posts containing positive images elicited a higher level of emotion than those with negative or neutral images, which led to higher intentions click and share posts with positive images. The results provide a deeper understanding of how social media drives news consumption, and offer practical implications for journalists, news organizations and groups using social media to spread a message.
Framing the Migration • Keith Greenwood, University of Missouri; T.J. Thomson, Missouri School of Journalism • Human migration due to political upheaval is rapidly accelerating yet scholarly attention to refugees’ visual news representations has lagged. Using a framing analysis informed by visual symbolism and the politics of belonging, 811 images primarily depicting migration from Turkey into Europe in 2015 and submitted to the Pictures of the Year International competition were examined. Analysis determined the migration was framed in terms of scale and refugees’ hardships and lack of belonging.
Framing gender and power: A visual analysis of Peng Liyuan and Michelle Obama in Xinhua and the Associated Press • Li Chen, Syracuse University; Stephen Warren, Syracuse University; Anqi Peng; Lizhen Zhao • This study used visual framing analysis to investigate if and how gender and power are differently framed in First Ladies’ photographs between Xinhua and the Associated Press. Although communication scholars have paid attention to comparative framing analysis across cultures, there is limited scholarship focusing on the visual comparative analysis of women in politics between the US and China. This comparative content analysis explored how the interpretation of gender display, dominance, and valence of First Ladies is framed through visual language and the texts around it. 400 photographs of Peng Liyuan and Michelle Obama from Xinhua and AP were sampled, coded, and analyzed. The results indicate both differences and similarities in framing gender and power between two leading news services in the US and China. Specifically, the interaction between First Ladies and news services was found to impact the physical dominance and photo valence of First Ladies. The present study contributes to the scholarship on women in politics, visual communication, and content analysis.
Picturing Power: How Three International News Agencies Used Photos of A Chinese Military Parade • Lijie Zhou, The University of Southern Mississippi; Christopher Campbell • The current mixed-analysis study examines how three international news agencies, Xinhua, AP, and Kyodo, used news pictures in their coverage of China’s 2015 massive military parade. Based on a quantitative analysis, this study compared the major visual cues of the pictures used by each of the three news agencies. Beyond frequency calculations and statistical comparisons, the study also examined how the news images related to cultural and political hegemony through a critical visual analysis.
Building-Up and Breaking-Down Metaphoric Walls: A CDA of multimodal-metaphors in front-runner Super Tuesday victory speeches. • Marguerite Page, Southern Illinois University • Multimodal CDA following a social-semiotic approach using Fairclough’s three-dimensional framework. An abridged version of Sonjia Foss’s metaphoric criticism, and Charles Forceville’s visual metaphor theory was utilized. Text: March 1st, 2016 Super Tuesday victory speeches of front-runner’s Clinton and Trump for verbal and visual metaphors. These multimodal metaphors presented on a micro-level operate on a macro-basis and work to frame the understanding and ideological positioning/underlying beliefs of the American public during the 2016 Presidential campaign.
“Her” Photographer: The Roanoke Live Shot Murders and Visual Communication’s Place in the Newsroom • Mary Angela Bock, University of Texas at Austin; Kyser Lough, The University of Texas at Austin; Deepa Fadnis, University of Texas at Austin • Abstract: This study analyzes newspaper and television coverage of the shootings of two journalists in Virginia in 2015 in order to compare discourses about the victims, a videographer and an on-air reporter. Working within the larger framework of Pierre Bourdieu’s field theory, the analysis considers the way various subgroups within journalism maintain borders and work to establish hierarchies. Meta-journalistic discourse is one way to learn how an interpretive community represents and reproduces professional norms. This analysis focuses on how the reporter, a female on-air presenter and the videographer, a man who worked behind the camera, are discussed in terms of their contributions to journalism, their newsroom and their personalities. Three tensions that exist in the larger journalistic field: reporter-photographer, print-television and male-female, guide our analysis. Our findings suggest that coverage of the Roanoke murders offers insight into the way these tensions are navigated within the field and serve to communicate journalism’s value to the public.
Storied lives on Instagram: Factors associated with the need for personal visual identity • Nicole O’Donnell, Washington State University • This paper examines how sharing photos on social networking sites (SNSs) contributes to an individual’s sense of identity. A survey was conducted with Instagram users (n=788) to understand how they frame, annotate, and share their lives with others through digital photography. Results from a serial multiple mediator model shows that the frequency with which individuals post on Instagram predicts their need for personal visual identity and this relationship is mediated by self-objectification and self-esteem.
Machismo and marianismo images revealed in outdoor advertising: Argentina and Chile • Pamela Morris • Machismo and marianismo are important concepts for how men and women perform gender, create identity and build social relationships in Latin American cultures. In attempt to better understand these elusive concepts, this exploratory investigation reviews outdoor advertising images of men and women from Argentina and Chile. The qualitative study uses a constant comparison approach with literature of machismo, marianismo and advertising and consumer culture as a framework for theoretical development. Findings show the concepts’ subtleties that are taken for granted making them powerful forces to create inequalities between the sexes. The research expands scholarship on gender and communication in cultures little studied.
The Islamic State’s Visual War: Spotting the Hi-tech Narratives Within the Chaos • Shahira Fahmy, U of Arizona • Soon after the Islamic State in Iraq and Syria (so-called ISIS or DAESH) declared itself to be the new Islamic State and the new ‘Caliphate’ on June 28 2014, it put out its official glossy English-language magazine called Dabiq. The magazine covers the Islamic State’s strategic direction, military strategy, and alliances, making it crucial to analyze. Given the geopolitical impact and context of ISIS today, and based on research that suggests almost 90 percent of what its media’s apparatus produces is visual, the current research sought to explain the role of Dabiq’s photographs in communicating the group’s ideological narratives. Drawing on recent works, it incorporates new ways to operationalize and measure visual framing in the context of visual communication and terrorism, with specific emphasis on three dimensions: themes; objectives and messages. The work concludes by a discussion and implications of the findings and pointing out limitations and suggestions for future research.
Towards an Association Between Expository Motion Graphics and the Presence of Naïve Realism • Spencer Barnes, University of North Carolina at Chapel Hill • Expository motion graphics are usually encountered within a digital news package and they are dynamic visual communication devices capable of both informing and entertaining because they provide visual explanations and present narratives to an audience. This paper explored how viewers interacted with motion graphics that offered exposition and two theories were utilized to frame this inquiry: the theory of naïve realism and cognitive load theory. Each theory described complimentary aspects of the motion graphic viewing experience and an experiment conducted by the author indicated that visual clutter is detrimental to the viewing experience associated with motion graphics and a viewer’s proclivities about motion graphics can be altered after exposure to multiple motion graphics that vary in fidelity or representativeness. These findings have implications for the application of expository motion graphics within journalistic contexts.
Politicians, photographers, and a pope: How state-controlled and independent media covered Francis’s 2015 Cuba visit • T.J. Thomson, Missouri School of Journalism; Gregory Perreault, Appalachian State University; Margaret Duffy, Missouri School of Journalism • Pope Francis’s 2015 visit to Cuba provided a unique opportunity for a comparative study of state-controlled and independent media systems. This study, grounded in the interpretivist tradition, uses symbolic convergence theory and fantasy theme analysis to explore how visuals created by U.S.-based AP Images, U.K.-based Reuters, and Cuba-based Prensa Latina reveal the underlying rhetorical visions, news values, and priorities of each culture’s media production.
Fungible Photography: A content analysis of photographs in the Times Herald-Record before and after layoffs of the photojournalism staff, Second place faculty paper • Tara Mortensen, University of South Carolina; Peter Gade • A constructed-week sample was developed from six months prior to and six months following the Times Herald-Record of Middletown, NY laid off its entire photojournalism staff. Images from each time period were content analyzed for variables pertaining to photo quality in professionalism and professional news values. The results are mixed, but broadly suggest that many variables did not change at all, while some qualities actually improved. Number of photos decreased, as did the size of images. The gap left by staff photos was filled largely with wire images. Only a few photo quality values studies underwent the degradation feared by some industry professionals.
Scholastic Journalism 2016 Abstracts
Teaching with Tech: Supplemental Journalism Instruction for the Millennial Generation • Alex Luchsinger, University of South Carolina; Kevin Hull, University of South Carolina • This study examines how journalism students use online instructional videos to learn skills needed to create successful broadcast stories. Students from an introductory reporting class were provided three videos demonstrating video editing skills. Approximately two months later, survey results found that the vast majority of the students had a positive impression of the videos. Further results demonstrate that while students enjoyed the videos, they did not view them as a replacement for face-to-face instruction.
Media entrepreneurship programs: Emerging best practices (and challenges) • Amy Sindik, Central Michigan University; Geoffrey Graybeal, Texas Tech University • Media entrepreneurship programs have increased in popularity and relevance as the media industry has faced a state of turbulence, however there is a dearth of research examining educational best practices. This study examines the structures and practices of college media entrepreneurship programs through interviews with program heads. Three best practices emerged from the interview data: fostering a sense of team work, tapping into a larger university entrepreneurial network, and utilizing outside connections.
Searching in a State of Automaticity: How Students Access, Filter, and Evaluate Digital News • Elia Powers, Towson University • This study examines how students access, filter, and evaluate news, and their awareness of the cognitive strategies and criteria they use when consuming news online. Survey results show that students rely heavily on news portals and trust their social networks and technology to filter news. Think-aloud protocols and interviews found that students typically search for news in a state of automaticity. Cognitive processing and communication flow models help frame the implications for news literacy education.
Learning by Doing: Three-phase study finds disconnect between journalism education and professional work • Goran Ghafour, University of Kansas; Ren-Whei Harn; Scott Reinardy, University of Kansas • This three-phase study examined how well college journalism education prepares students for jobs upon graduation. In phase one, this study examined the curricula of 44 U.S. accredited journalism and mass communication schools to determine popular areas of emphasis and core courses. In the second phase, the study investigated 192 jobs in eight industries related to journalism and mass communication jobs to identify top required knowledge and technology skills. Surveying 123 journalism and mass communication alumni was the third phase to learn most useful learned skills and skills not learned upon graduation. Results show that the schools curricula don’t meet all the top required job skills that students need to find a job after graduation. The schools curricula provide some skills yet are behind in producing other skills, specifically research and technology skills. To fill the gaps between the schools and the industry, this study provides recommendations.
Shielding Students: Do State Shield Laws Extend to Student Reporters? • Jonathan Peters; Peter Bobkowski, University of Kansas • While a majority of states have some statutory protection for journalists allowing them to shield their confidential sources’ identities, those protections often do not extend to student journalists. This paper evaluates those statutes in a search for implicit or explicit protections for student journalists, ultimately calling for strong and explicit protections because of the important work that student journalists do now and will do in the future.
Power and Print: Content Influences • Lindsie Trego, UNC-Chapel Hill; Chris Etheridge, University of North Carolina at Chapel Hill • Issues of censorship in higher education have lately been common in the news, however it is unclear to what degree college newspapers experience external influences. This study examines censorship in collegiate media through in-depth interviews with student newspaper editors and advisers. Specifically, this study explores what recalled practices by external actors lead editors and advisers to perceive content pressures or lack thereof, as well as how editors and advisers respond to these pressures.
Do Journalism Students Use Social Media Differently Than Non-Journalism Students? • marc seamon • This study found that journalism students’ opinions about social media, as measured by the Social Media Affinity Scale (Gerlich, et al. 2010), did not vary from those of non-journalism students from the same university. However, an analysis of their social media usage patterns revealed significant differences in how and why they use social media. Specifically, journalism students used social media more often for curiosity-based information seeking than non-journalism students, who, instead, used social media for entertainment or just “passing time” more often. Also, journalism students used Linkedin and YouTube in greater proportions than non-journalism students, who, conversely, used Tumblr and Snapchat in greater proportions. These findings offer insights into how journalism students think about and approach social media and can aid in the development of course assignments that will optimize the use of social media as a reporting tool.
Back to the Future: Vocational Anticipatory Socialization and High School Journalism • Marina Hendricks, University of Missouri-Columbia • This study explores the impact of vocational anticipatory socialization (VAS) on university students’ pursuit of journalism as a major and a potential career path. A qualitative analysis of 15 interviews looks at VAS influencers and experiences of these students during their pre-university years, with an emphasis on high school journalism involvement. Study that promotes understanding of young journalists should be vital for educational institutions serving this demographic, and for news organizations planning to employ it.
The Best Medium for the Story: A Case Study of Integrated Student Media • Patrick Howe, California Polytechnic State University, San Luis Obispo • This study explores the changes that occurred at one large college student media outlet after it combined several distinct media to form a fully integrated newsroom. It draws on participant observation, in-depth interviews, examinations of Web and social media analytics and written analysis performed by student leaders to identify key objectives and outcomes. It explores obstacles, both cultural and technological, that arose, and it identifies opportunities for others to serve audiences using a similar approach.
Journalists’ and Journalism Students’ Conceptions of Journalistic Roles: Potential for Change? • Tim Vos, University of Missouri; Marina Hendricks, University of Missouri-Columbia; David Wolfgang, University of Missouri • Based on Bourdieu’s field theory, this survey-based study examines views on normative journalistic roles from one kind of new entrant – the journalism students (N = 591) who will presumably represent the next generation of journalists – and compares those views with professional journalists’ (N = 414) assessment of normative roles. The results show that journalism students hold significantly different views on normative roles compared to their more veteran counterparts.
Public Relations 2016 Abstracts
Open Competition
I Thought They’d Do More: Conflicting Expectations, Constraints and Communication in a University Crowdfunding Program • Abbey Levenshus, University of Tennessee; Laura Lemon, University of Tennessee; MoonHee Cho, University of Tennessee; Courtney Carpenter Childers, University of Tennessee • This study of a university crowdfunding program adds scholarly and practical depth to knowledge of enterprise crowdfunding, a new phenomenon in the higher education fundraising context. The case study identified that development representatives use crowdfunding for donor acquisition, micro-fundraising, and awareness-building. However, the new program struggles due to influences such as limited project leader commitment and lack of urgency. Internal communication and conflicting expectations, ignored in current crowdfunding research, emerged as critical to program success.
Co-branded Diplomacy: A Case Study of the British Council’s Branding of “Darwin Now” in Egypt • Amal Bakry, Coastal Carolina University • In the wake of September 11, cultural diplomacy has become a key element of public diplomacy and dialogue-based initiatives have been used to improve understandings between the Muslim world and the West (Report of the Advisory Committee on Cultural Diplomacy, 2005, p. 4; Bubalo & Fealy, 2005). In 2009, the British Council implemented the “Darwin Now” initiative in Egypt in partnership with the Bibliotheca Alexandrina. Although evolutionary theory is considered controversial in the Islamic world, “Darwin Now” generated mostly positive media coverage. This study utilizes a co-branding theoretical framework in order to examine how the British Council was able to avoid negative spillover effects. In this research, a single case study of the British Council Darwin Now 2009 campaign in Egypt was conducted to examine how the British Council was able to brand the Darwin Now project and to avoid negative spillover effects. The case study consisted of a content analysis of news stories, press releases, and participants’ feedback surveys. In addition, 36 in-depth interviews with informants from the partner organizations, the media, and the general public were conducted. The findings of this study conclude that it was possible to overcome negative spillover effects as a result of partnering with a high-profile national organization such as the Bibliotheca Alexandrina.
Fundraising on Social Media: How Message Concreteness and Framing Influence Donation Outcomes • Anli Xiao, Penn State University; Yan Huang, The Pennsylvania State University; Denise Bortree, Penn State University • This study examined the effect of concreteness and framing of a fundraising message on donation intention and behavioral intentions on social media. A 2 (Message concreteness: abstract vs. concrete) × 2 (Message framing: gain vs. loss) between-subjects experiment (N = 213) revealed that a message with concrete details about donation outcomes elicited greater intention to donate compared to a message with only a general description of the donation outcomes. Message concreteness had indirect effects on donation intention, donation amount, and intentions to act on the fundraising post through heightened cognitive elaboration, perception of message credibility, transparency, message vividness, and empathy. Framing the donation outcomes in terms of gains due to donors’ action or loss as a result of inaction, however, did not result in significant differences on donation intention, donation amount and social media intentions. The theoretical and practical implications of the study are discussed.
Communicating effectively about social causes: Congruence between prosocial motives and CSR attributions • Baobao Song; Mary Ann Ferguson, University of Florida • Through the lens of applicable social psychology theories, this study gives practical direction to strategic corporate social responsibility (CSR) communication that encourages stakeholder’s donations to corporate-sponsored social causes and creates positive stakeholder-corporation relationships. An experiment with 373 adults studied two types of individual prosocial motives (intrinsic and extrinsic) and two different messages about the corporation’s intrinsic or extrinsic motives for its CSR programs. The theory tested here predicted and found that, through prosocial sense-making, a stakeholder’s intrinsic prosocial motivation followed by CSR communication about the corporation’s intrinsic prosocial motives led to not only strengthened perceptions of self and organizational prosocial identities, but also created stakeholder-company identification (S-C Identification), plus positive affective attitudes, and behavioral intentions towards the corporation. In addition, the monetary benefit for the social cause, significantly increased by three times when stakeholder’s intrinsic personal prosocial motives matched the perception that the CSR motives were intrinsic.
Organizational Authenticity and Stakeholder Advocacy: Testing the Arthur W. Page Society’s Building Belief Model • Callie Wilkes, University of Florida; Kathleen Kelly, University of Florida • Authenticity and advocacy are concepts that hold great interest for both public relations scholars and practitioners. The study reported in this paper surveyed employees about their perceptions of their organization’s communication and authenticity, as well as the degree to which the employees advocate on behalf of their organization. Results showed a strong relationship between two-way symmetrical communication and perceived organizational authenticity, and, together, the two variables explained 53% of the variance in employee advocacy.
Beyond Structural Encroachment: An Examination of the Relationship Dynamics between Public Relations and Fundraising in Higher Education • Christopher Wilson, Brigham Young University; Mark Callister, BYU; Melissa Seipel, BYU; Meghan Graff, Brigham Young University • While previous research has examined the extent of fundraising encroachment on public relations in colleges and universities, most of the research conducted to understand the impact of encroachment on public relations, as well as the factors that underlie encroachment, has focused on for-profit organizations or charitable non-profits generally. This study examines the relationships between public relations and fundraising departments, as well as the factors that influence that relationship, through in-depth interviews with 23 senior public relations officers at public and private colleges and universities listed on the Philanthropy 400.
Credibility and deception in native advertising: Examining awareness, persuasion, and source credibility in sponsored content • Denise Bortree, Penn State University; Anli Xiao, Penn State University; Fan Yang, Pennsylvania State University; Ruoxu Wang, Penn State University; Mu Wu, Penn State University; Yan Huang, The Pennsylvania State University; Ruobing Li, Penn State University • This study examined the impact of awareness of native advertising, level of promotional content, and media credibility on the evaluation of sponsored content such as perceived credibility, perceived deception and future reading intention. Results from the 2x2x2 experiment (N = 500) found that awareness of native advertising leads to lower perceived credibility and higher perceived deception. However, native advertising with high promotional content is judged as more credible than messages with low promotional content.
Stakeholder Theory and World Consumer Rights Day as Indicator of China’s Growing Corporate Social Responsibility Commitment • Donnalyn Pompper; Chiaoning Su, Temple University; Yifang Tang • This study was designed to expand stakeholder theory building beyond capitalist-democratic system contexts as a means for assessing corporate social responsibility (CSR) commitment. We focused on The People’s Republic of China and stakeholders engaged with World Consumer Rights Day by scrutinizing a full-week of 2015 coverage produced by 21 Chinese newspapers (N=685 news items) and conducting a hermeneutic phenomenological theme analysis. In addition to identifying ways stakeholder groups were represented among the World Consumer Rights Day reportage, findings suggested three emergent themes providing clues as to how CSR may be evolving in China: 1) Empowering consumers to pressure business into being responsible, 2) Making government policy to support consumers, and 3) Encouraging a consumer-corporation relationship philosophy. China may be moving away from a primarily philanthropic approach to CSR since supporting consumer-stakeholders is one means by which this is accomplished.
Public Relations Channel “Repertoires”: Exploring Patterns of Channel Use in Practice • Erich Sommerfeldt, University of Maryland; Aimei Yang, University of Southern California; Maureen Taylor, University of Tennessee, Knoxville • There are more communication channels available to public relations practitioners today than ever before. While practitioners may use any number of channels to accomplish public relations objectives, public relations research has tended to focus on the use of single communication channel in isolation from other available channels. This study asked senior public relations practitioners in the United States, Brazil, South Africa, New Zealand, and Australia (N = 504) how they employ combinations of media channels or “channel repertoires” to reach their publics. Exploratory analyses revealed four distinct patterns or repertoires of channels. Results of regression analyses revealed that many public relations functions predict the use of certain channel repertoires, and which functions of public relations use more channels than others. The findings have implications for public relations theory building, practice, and pedagogy on media planning and engagement with publics.
Predictors of Members’ Supportive Behaviors Towards Nonprofit Membership Associations • Eyun-Jung Ki, The University of Alabama; MoonHee Cho, University of Tennessee • This study investigated determinants of members’ supportive behavioral intentions—to donate and to recommend the membership to others in the context of professional membership associations. Using empirically collected data from more than 5,000 members across six professional membership associations, this study found professional benefits, personal benefits, past donation experience, gender and age for significant factors on the two intentions. However, lengths in the field and solicitation were not significant factors for the members’ supportive future behaviors.
Stewardship and Credibility Strategies in Political Websites • Geah Pressgrove, WVU; Carolyn Kim, Biola University • In today’s digital environment, online stakeholders are more important than ever for political candidates. This study uses a quantitative content analysis of the website home pages of all presidential, senate and congressional candidates in the 2016 election in order to identify stewardship and credibility strategies used. Findings provide valuable insight into the future of online political communication.
Generation 3: Communicating Corporate Social Responsibility in the Age of the Integrated Corporate Citizen • Heidi Hatfield Edwards, Florida Institute of Technology • Corporate social responsibility (CSR) is multi-disciplinary. The literature contains a variety of approaches to and definitions of CSR. CSR communication scholarship has extended beyond the traditional transmission conceptualization of communication to explore CSR through a “communication constitutes organizations” (CCO) lens. This theoretical shift coupled with the increasing practice of strategically planned CSR encourages scholars and practitioners to rethink the role of CSR as an integral part of the organizational narrative. This construction fits with the concept of the corporate global citizen in which a corporation’s activities as a whole embody CSR. This paper examines award-winning corporate/cause partnerships over a ten year period to determine if and how industry standards and expectations of CSR have shifted. Applying the concept of generational CSR, CECP Directors’ Award recipients from 2004 to 2014 are analyzed to better understand if and how communication about such partnerships have evolved to third-generation, integrated CSR. Findings support a trending shift toward communicating more integrated partnerships. Implications for public relations practitioners who must develop corporate narratives and scholars negotiating the interdisciplinary conceptualizations are discussed.
Defining Publics Through CSR Communication: Testing an Integrated Theoretical Model for Examining the Impact of Companies’ Environmental Responsibility Messaging Strategies • Holly Ott, University of South Carolina • This study aims to apply the situational theory of publics and framing theory to corporate social responsibility (CSR) communication research. Specifically, the purpose of the study is to apply and test the theories in this realm to determine how different environmental issues and the manner in which information about each issue impacts publics’ behaviors and, ultimately, their perceptions of a Fortune 500 company and of a given environmental issue. Using a 3 (message frame: diagnostic, prognostic, or motivational) x 2 (environmental issue: general vs. specific) plus control between subjects experimental design, the study examines the attitudes, cognitions, and behavioral intentions different publics may form about different environmental responsibility issues. Furthermore, the study aims to examine how different types of message frames (diagnostic, prognostic, or motivational) and topics may impact how a company can move a public toward information seeking behaviors. Structural equation modeling was used to examine significant paths between variables, thus creating a proposed new theoretical model that can be applied to CSR literature. The present study adds to existing CSR communication research by applying a new theory to CSR literature and offering an integrated model that can assist companies with addressing questions that could enable organizations to enhance their CSR communication efforts.
Crafting Employee Trust: From Authenticity, Transparency to Engagement • Hua Jiang, Syracuse University; Yi Luo, Montclair State University • Based on a random sample of employees (n=391) working across different industry sectors in the US, we proposed and tested a model that investigated how authentic leadership, transparent organizational communication, and employee engagement, as three influential organizational factors, were linked to employee trust. We also examined the interrelationships among these key factors closely associated with long-term business success and organizational development. Results of the study supported our conceptual model, except for the direct effect of authentic leadership upon employee engagement. Theoretical contributions and managerial ramifications of the study were discussed.
The Evidence of Expectancy Violation Induced by Inconsistent CSR Information • Hyejoon Rim, University of Minnesota; Young Eun Park, Indiana University • Applying expectancy violation theory, the study examines how a company’s commitment to CSR interacts with the timing of receiving public relations messages (i.e., presentation order), and how they affect the public’s evaluation of the CSR campaign. The results reveal that presentation order influences the public’s attitudes and the WOM intentions when a company showed a low commitment, but the order effects disappeared when a company perceived to be dedicated to the CSR campaign. The public’s attribution to altruism, however, can differ by the presentation order even though the company showed high commitment. The result suggests potential backfire affects that associated with inconsistent CSR information, especially when public expectations are negatively violated. Theoretical and practical implications are discussed.
Empowering Consumers Through Participatory CSR Programs: The Effect of Participatory CSR on Company Admiration and WOM Communications • Hyojung Park, Louisiana State University; Soo-Yeon Kim, Sogang University • This study conceptualized participatory corporate social responsibility (CSR) as a consumer empowerment strategy, which allows for public participation in CSR development and implementation. To test positive effects from participatory CSR, a 2 (type of CSR program) × 4 (tone of consumer comments) experiment was conducted in a social media context. The participatory CSR program led participants to have higher levels of perceived self-efficacy and social worth, and these subsequently resulted in stronger intentions to speak positively about the company’s CSR efforts.
Effects of Organization Sustainability Communication: The Influence of Interactivity, Message Framing, and Type of Medium • Jeyoung Oh; Eyun-Jung Ki, The University of Alabama • To understand how interactivity, message framing, and type of medium affects public perceptions and reactions to an organization in organization sustainability communication, this study conducted a 2 (interactivity: high vs. low) x 2 (message framing: gain-focused vs. loss-focused) x 2 (medium type: Facebook vs. organizational blog) experimental survey (N = 394). Results show that the level of interactivity and type of message framing appears significantly influences social presence of the message and public positive word-of-mouth intention. Public intention to generate positive word-of-mouth was highest when the message had high interactivity with gain-focused message conveyed in the organization’s Facebook page.
Holy Guacamole! A social network and framing analysis of the Chipotle E. coli contamination issue • John Brummette, Radford University; Hilary Fussell Sisco, Quinnipiac University • Active social media users can develop narratives and frames that, regardless of their accuracy, influence the trajectory of an issue or crisis. As a result, public relations practitioners must continually scan and monitor the dialogue that occurs on social media. Through the use of an agenda-setting and social network analysis framework, this study analyzed the Twitter network and frames that formed around the Chipotle E. coli issue.
Examining the Intersection of Strategic Communications Planning and Social Media Strategy: A Multi-Method Approach • Kenneth Plowman, Brigham Young University; Christopher Wilson, Brigham Young University • While public relations industry leaders have proposed a strategic approach to social media that follows traditional public relations process models, industry research has found that social media practices do not necessarily incorporate these strategic planning principles. Meanwhile, scholarly research on the organizational use of social media has largely focused on message- and channel-level strategy. The purpose of this study is to examine the integration of strategic communication planning with current organizational social media practice at the program level through in-depth interviews and a national survey of public relations practitioners.
Understanding Peer Communication about Companies on Social Media: Evidence from China and the United States • Linjuan Rita Men; Sid Muralidharan • This study proposed and tested a social media peer communication model that links tie strength, social media dependency, and public–organization social media engagement to the peer communication process and organization–public relationship outcomes. Results of a cross-cultural survey of 328 American and 304 Chinese social media users showed that tie strength and public–organization social media engagement are positive predictors of peer communication about companies on social media that leads to quality organization–public relationship outcomes.
Volkswagen mea culpa: Messages, media coverage, and audience responses to the 2015 emission scandal • Melody Fisher; Leslie Rodriguez Rasmussen; Riva Brown, University of Central Arkansas Department of Communication • The body of crisis communication research primarily focuses on one aspect of the communication process: internal and external factors surrounding a company’s response, the discourse of company literature, or audience reception. This study examines the entire communication process of a corporation’s response to crisis — the sender, message, and receiver. Specifically, this study analyzes Volkswagen’s crisis communication strategies and tactics while focusing on the interplay of its messages, media coverage, and audience response.
Facebook, Instagram, and Message Frames • Michel Haigh, Penn State; Kristen Laubscher • This study conducted a 2 (social media messages posted on Facebook and Instagram) by 3 frames – corporate social responsibility, corporate ability, and hybrid) experiment with stakeholders (N = 519). Results indicate Instagram messages significantly increased stakeholders’ purchase intent compared to Facebook messages. In addition, corporate social responsibility frames had a positive influence on stakeholders’ perceptions of the organization’s corporate social responsibility and organization-public relationship.
The Roles of Distrust and Media Use on Risk-Associated Affects, Efficacy, and Activism: The 2015 Middle East Respiratory Syndrome (MERS) Outbreak Crisis in South Korea • MInjeong Kang, The Media School, Indiana University; Jangyul Kim, Colorado State University; Heewon Cha, Division of Communication & Media, Ewha Womans University • The scale of Middle East Respiratory Syndrome (MERS) outbreaks has been global. The 2015 South Korean MERS case is unique in that public distrust of the government and inaccurate, unreliable news media coverage of the outbreak unprecedentedly elevated and amplified public risk perceptions. The current study addressed how ineffective government communication, distrust, media use, and negative emotions can lead to public activism intentions and activism behaviors against the government. An online survey with 400 representative samples of South Korean citizens was conducted to assess these links. The study’s findings demonstrated that poor dialogic communication by the government during the crisis exerted a strong effect on public distrust toward the government and public distrust toward the government subsequently led to the arousal of negative emotions (anger and anxiety) among the public. Individuals’ media frame perceptions were also found to influence the arousal of anger and anxiety, mediated by their media uses for information about the crisis. The findings of the study expanded Turner’s Anger Activism Model by identifying critical factors affecting the levels of negative emotions during the MERS crisis, which ultimately led to an increase in activism intentions and behaviors among the public.
Relational Conciliation Effects on Hot-Issue Publics in a Crisis: • Myoung-Gi Chon; Jeong-Nam Kim • The purpose of this study is to explore models for monitoring and predicting active publics and their communicative action regarding organization reputation in a crisis. This study used panel data with 347 participants using social media, conducting the survey twice to track changing publics and evaluate the effectiveness of organizational efforts to cool down publics on the given issue. This study presents two conceptual models based on the Situational Theory of Problem Solving (STOPS) and the theory of Organization-Public Relationships (OPR) to explain changing active publics and illuminate how communicative behaviors change over the course of time in an organizational crisis.
Cyber-security breach and crisis response: An analysis of organizations’ official statements in the U.S. and South Korea • Nahyun Kim; Suman Lee, Iowa State University • The purpose of this study is to investigate characteristics of crisis responses (responsibility admittance, sympathetic expression, compensation, reassurance, spokesperson, victimization, unavoidability) appearing in official statements when a cyber-security breach threatens organizational reputation. It analyzed 108 official statements issued by U.S. and South Korean organizations. The study found that (1) organizations are hesitant to actively admit responsibility, highly express sympathy, and clearly mention compensation. Instead, they vigorously promise that a data breach will not happen again (reassurance); (2) employees are frequent perpetrators of cyber-breaches, as are outside hackers, and (3) individual spokespeople such as CEOs, presidents, and other managers (PR, HR, and IT) are more visible in the U.S. In contrast, in the statements issued by the Korean organizations, collectively referred group identities such as all members of organization and name of organization are more visible.
The State of Peer Review in the Public Relations Division: A Survey • Pat Curtin; John Russial, University of Oregon; Alec Tefertiller, University of Oregon • This study reports the findings from a survey of AEJMC conference paper reviewers, with particular emphasis paid to the 90 respondents who have reviewed for the Public Relations Division, to determine how they characterize the state of peer review both as reviewers themselves and as recipients of reviews. Significant differences exist between how they approach reviewing conference papers versus journal submissions, and how satisfied PRD reviewers are with the process compared to other AEJMC reviewers.
How Organizations Built and Framed the National News Media Agenda for Postmenopausal Hormone Therapy • Paula Weissman, American University • This content analysis explored how health and medical organizations influenced national news media coverage about postmenopausal hormone therapy from 1995 to 2011. A positive, significant relationship was found between the quantity of press releases (N=675) and news stories (N=429) over time (r = .55, p<.001). Findings supported the transference of attribute frames (benefits and risks) from the PR to the news agenda. Press releases and news stories communicate different benefits and risks than FDA-regulated channels.
Communicating Social Responsibility Efforts: A Success Strategy for Nonprofits or a Shift from Stakeholders’ Priorities? • Richard D. Waters, University of San Francisco; Holly Ott, University of South Carolina • Through a 2×5 experiment that tested the message believability and source credibility of corporate social responsibility (CSR) messaging by nonprofit organizations, this study sought to determine whether CSR messaging that is unrelated to a nonprofit organization’s mission and area of programmatic service could boost its reputation. Much of the CSR literature has documented benefits of CSR communication for corporations, but recent research has shown that nonprofit leaders are skeptical of CSR messaging because of its potential to make the nonprofit appear that it is focusing on aspects other than its mission. The results of this study highlight that CSR messaging does provide a reputational boost to the nonprofit, but the organization should be cautious as to how they incorporate the CSR messaging into their communication efforts.
The Invisible Moderators: Homophily Thesis and Agenda-Building Role of State-Owned media in the 2014 Hong Kong Protest • Tianduo Zhang, University of Florida; Ji Young Kim; Tiffany Schweickart, University of Florida; Barbara Myslik, University of Florida; Liudmila Khalitova, University of Florida; Jordan Neil; Craig Carroll, New York University; Guy Golan, Syracuse University; spiro kiousis • This study aims to advance theoretical and practical knowledge of political public relations and mediated public diplomacy through analyzing the agenda-building effects of state-own media in 2014 Hong Kong Protest, and testing whether social system homophily predicts the strength such agenda-building effects. Our results present strong correlations between Chinese state-own media agenda and foreign media agenda of 11 countries across. The democratic, cultural, and press freedom proximity does not impact state-own media’s agenda-building effect.
Buffer or Backfire: How Pre-Crisis Associations and Attitude Certainty Impact Consumer Crisis Responses • Weiting Tao, University of Miami • This experiment examines how consumers with positive associations in corporate ability versus social responsibility respond to associated-based crises differently. It also tests how consumers further adjust their responses based on the perceived certainty in their pre-crisis company attitudes. Results reveal that attitude certainty determines when positive pre-crisis associations buffer a company against crises or backfire. Additionally, the buffering and backfiring effects vary in magnitude dependent on the relevance of the crisis to these associations.
Understanding Publics’ Post-Crisis Social Media Engagement • Xiaochen Zhang, Kansas State University; Jonathan Borden, Syracuse University • Through an online survey, this study examines publics’ post-crisis social media engagement behavioral intentions including information seeking, support seeking, as well as negative and positive word-of-mouth in Chipotle’s E. coli crisis. Results indicate that uncertainty avoidance and relational trust may affect perceived severity, perceived susceptibility (i.e., likelihood of being affected by the crisis threat), and negative emotions (i.e., anger, contempt, disgust and fear), which lead to subsequent social media communication behavioral intentions.
Looking for Motivational Routes for Employee-Generated Innovation: The Effect of Individual, Managerial, and Compensatory System Factors on Employees’ Work Creativity and Scouting • Yeunjae Lee; Alessandra Mazzei; Alessandro Lovari; Jeong-Nam Kim • The purpose of this study is to (1) develop an integrated model of employees’ scouting behavior, (2) investigate how individual, managerial, and compensatory system factors affect employee empowerment and creativity, and (3) examine how employee empowerment and creative process engagement influence on communicative action, scouting behavior. A web-based survey of 306 current employees who are working full-time in a semi-conductor company in Italy explored the antecedents of a newly introduced employees’ communicative behavior, scouting. It refers to employees’ voluntary communication efforts to bring relevant information to the organization. Results suggest that the employees’ empowerment and creative work engagement are positively related to their scouting behavior. Moreover, we examined how employees’ intrinsic motivation, leader’s empowering leadership, and compensatory system factors affect employees’ empowerment and work creativity. Theoretical and practical implications for future research are discussed.
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Bridging the Gap: Testing the Mediating Effects of Relationship Quality and Type in the CSR Communication Process • Alan Abitbol, Texas Tech University • Utilizing the stakeholder and relationship management theories as framework, this study examined the mediating effects of perceived relationship quality and type on the CSR communication process. The results of an online survey of consumers (N = 847) showed that relationship quality and communal relationships mediated the relationship between exposure to CSR messages and attitude. This suggests the impact of a company’s CSR communication can be more effective on positive outcomes if they prioritize company-stakeholder relationships.
Motivation with Misinformation: Conceptualizing Lacuna Individuals and Publics as Knowledge Deficient, Vaccine-Negative Issue-Specific Activists • Arunima Krishna • This study sought to propose and test a new sub-type of individual activism – lacuna individuals. Lacuna individuals are those who hold high levels of negative attitudes about an issue, have deficient issue-specific knowledge, and yet are highly motivated in their information behaviors about the issue. The evaluation and acceptance of scientifically non-legitimate data, referred to as knowledge deficiency, and negative attitudes about the respective issues, form the focal points of the conceptualization of lacuna individuals. In this study, the context vaccine negativity in the US was investigated to identify lacuna individuals about vaccine safety. Results revealed that knowledge deficient, vaccine-negative individuals displayed higher levels of issue-specific perceptions, motivations, and communication behaviors about vaccines as a social issue than did non-knowledge deficient, non-vaccine negative individuals. Results, therefore, support the conceptualization of lacuna individuals, and publics, as knowledge deficient activists holding high levels of negative attitudes, and contribute to public relations scholarship by bringing knowledge and attitudes in conversation with issue-specific activism.
Testing the Integrated Crisis Mapping (ICM) Model as a Predictive Tool for the NFL’s Concussion Crisis • Danielle Myers, THE UNIVERSITY OF MISSOURI SCHOOL OF JOURNALISM; Douglas Wilbur, The University of Missouri School of Journalism • This study repurposes the integrated crisis-mapping (ICM) model as a public relations (PR) tool for practitioners to choose an optimal response message frame in anticipation of an emotional reaction from publics. The context used for this study National Football League’s (NFL) issue of player concussions, which is a significant PR threat. Quadrants two and four of the model were tested using two hypothetical crisis response frames: accident and an equipment failure. A web-based experiment was conducted using a 2 (response condition) x 2 (involvement: high vs. low) x 2 (exposure to the NFL concussion issue) between subjects factorial design. Findings suggest that the message frames are not significant predictors of the emotions posited by the ICM model. Feelings of schadenfreude and sympathy were present; participants were more sympathetic toward NFL players than to the NFL. The accident condition was a predictor of perceived high organizational engagement, increased message credibility, and more positive perceptions of corporate reputation in comparison to the equipment failure condition. Those indicating higher involvement toward the NFL also indicated more favorable perceptions of corporate reputation, while those who were more exposed to the NFL concussion issue prior to the study indicated less favorable perceptions of corporate reputation.
The NFL and Its Concussion Crisis: Adapting the Contingency Theory to Examine Shifts in Publics’ Stances • Douglas Wilbur, The University of Missouri School of Journalism; Danielle Myers, University of Missouri • The National Football League is immersed in a serious conflict involving a disease called Chronic Traumatic Encephalopathy (CTE). The conflict appears to have manifested into a crisis with the release of Sony Motion Picture’s film Concussion, which is highly critical of the league. The movie has the potential to influence various publics in a manner that is harmful to the league. This study uses the contingency theory of conflict management, specifically stance adoption along the contingency continuum, as the theoretical framework. Past studies have used the contingency continuum to evaluate the shifting stances of organizations during crisis communication. However, the purpose of this study is to determine if various unorganized publics can develop stances in the same manner in which an organization may adopt a stance. A quantitative content analysis of tweets using the hashtag “#ConcussionMovie” or the words “NFL” and “concussion within the same tweet was used to gather data. Non-parametric tests revealed statistically significant findings that indicate most publics have adopted a positive advocative stance towards the movie. The findings also indicate that four of the six publics adopted an advocacy stance against the league, while two indicate a mildly accommodative stance. This study provides some evidence that contingency theory can be expanded to include not only the organization involved in the crisis, but also unorganized publics, although further research is required. The study also has implications for public relations practitioners who must account for the multitude of reactions of various publics during a crisis situation.
Public relations education in an emerging democracy: The case of Ghana • Esi Thompson, University of Oregon • A lot of studies have paid attention to public relations education in different countries. But, there is a dearth of studies on public relations education in emerging democracies in Africa. This is in spite of calls by scholars (e.g., Sriramesh 2002) for evidence of non US experiences and perspectives to enrich the profession. The current study responds to this call by investigating public relations education in Ghana. Through interviews, this study unearths how public relations lecturers in Ghana are preparing students for the industry in an emerging democracy. The findings show that lecturers perceive a reluctance on the part of professionals to accept students for internships and jobs. Furthermore, although there are curriculum inconsistencies across the diploma, bachelors and masters level, under resourced lecturers find ways to appropriate and provide the students with skills needed for industry.
Do local news side with a local organization? The impact of boosterism and information subsidies on local and national news about the crisis of Ray Rice and the Baltimore Ravens • Eunyoung Kim, University of Alabama • The study examines how local news tends to support local organizations differently from national news. Three reasons of differentiation between local and national news were suggested: organizations’ boost to the city’s economic growth, journalists’ personal/professional values, and information subsidy of local news from local organizations. Content analyses on news about the Ravens’ crisis show positive relationships between dependency on organizational sources and supportive coverage on local news. Theoretical and practical implications are presented in conclusion.
Does Public Segmentation Matter in Crisis Communication? The Interplay between Public Segmentation and Crisis Response Strategies • Jing (Taylor) Wen, University of Florida; Jo-Yun Queenie Li; Baobao Song • The Situational Crisis Communication Theory (SCCT) provides guidelines for understanding the effectiveness of different crisis response strategies. The current study showcases the importance of public segmentation in the SCCT model. A 3 (crisis response strategy: deny, diminish, rebuild) × 4 (public segment: advocate, dormant, adversarial, apathetic) factorial experiment was conducted. The findings suggest that advocate public expressed more positive evaluation about the company when exposed to rebuild and deny strategies. Both dormant and adversarial stakeholders reported positive responses on rebuild and diminish strategies. However, no difference was found among apathetic public. Theoretical and managerial implications are also discussed.
Relationship cultivation strategies on global art museums’ Facebook fan pages • Joongsuk Lee, University of Alabama; Woojin Kim, University of Texas • This study examined types and indicators of relationship cultivation strategies on Facebook fan pages of 168 global art museums by using a content analysis. Findings showed that the networking strategy was most often used, followed by access, positivity, openness, assurance, and sharing of tasks. Other findings reported that nearly half of all 18 indicators were less used than one-half of the total sample. The indicators less used than half are links to other online entertainment media, histories, mission statements, exhibitions, responses to user reviews, membership fees, e-stores, and donations. Implications of the results are discussed.
Message Framing Effects on Increasing Donation for Nonprofit Organizations • Jung Won Chun, University of Florida • Message framing has been considered as an important theoretical framework to understand publics’ perception of nonprofit organizations’ charitable giving campaigns and their subsequent behavior intentions. By adopting appropriate message strategies, particularly framing, charitable giving campaigns can overcome apathy toward a group of unidentified victims and increase donors’ participation. The current study explored the effects of message framing focusing on regulatory fit (promotion vs. prevention), and donation target (episodic vs. thematic) by employing a 2 × 2 experimental design. The results revealed that people who read a promotion-focused message were more willing to donate than those who read a prevention-focused message when the message targeted several unidentified victims. A moderated mediation effect of feeling of hope showed the underlying mechanism to explain the effects of message framing.
The 2015 China Cruise Ship Disaster: An Extended Analysis of Image Restoration Strategies • Lijie Zhou, The University of Southern Mississippi • This mixed-analysis study examined the Chinese government’s crisis communication efforts across three stages of 2015 China cruise ship disaster. Though a quantitative analysis, this study compared the major image restoration strategies used at each stage. Beyond statistical comparisons, though a textual analysis, the study discussed the culture influence on usage of image restoration strategy and what cultural dimensions should be considered when designing crisis communication strategies so as to be culturally sensitive and relevant.
Seeing a Crisis through Colored Glasses: Exploring Partisan Media and Attribution of Crisis Responsibility on Government Trust in a National Crisis • Myoung-Gi Chon; Elisabeth Fondren, Louisiana State University • The goal of this study is to explore how partisan media influence publics’ attribution of crisis responsibility and government trust in a national crisis. Using a real disaster, the 2014 Sewol ferry disaster of South Korea, this study examined that how partisan media influence attribution of crisis responsibility to government. Further, attribution of crisis responsibility as a mediator was tested in the study. The results revealed that publics accessing liberal media are more likely to attribute crisis responsibility to the government; whereas publics reading conservative media are less likely to attribute crisis responsibility to the government. However, attribution of crisis responsibility appeared to mediate the effect of partisan media on government trust in a crisis.
Please Share Your Voice: Examining the Effect of Two-way Communication Approach in Crisis Response Messages • Shupei Yuan, Michigan State University; Tsuyoshi Oshita, Michigan State University • The current study employed an experiment (N=250) to investigate the effects of two-way communication approach in crisis communication on individual’s attitude toward the crisis response message and the company. We also considered perceived fairness as the mediator to explain the effect of two-way communication. The results showed two-way communication approach has positive influence on participants’ attitude, which suggest that excellence theory is still valid in the context of crisis communication. Moreover, as predicted, individual’s perceived fairness from the organization explains why two-way communication works. The findings provided both scholarly and practical implications for crisis communication.
Expanding the Integrated Crisis Mapping Model: Publics’ Emotions, Coping, and Organizational Engagement Following the 2013 Boston Marathon Bombing • Sylvia Guo • Guided by the Integrated Crisis Mapping (ICM) model and coping literature, this study qualitatively examined online publics’ crisis emotions, especially positive ones, coping methods, and a focal organization’s (Boston Athletic Association, or BAA) engagement as discursively enacted on the Boston Marathon Facebook (BMF) page during one month following the 2013 Boston Marathon bombing. Results from qualitative content analysis showed that positive public emotions existed and stemmed from online publics’ identity, coping, and BAA’s engagement. Publics engaged in cognitive, emotional, action-based, and discursive coping; they formed a rhetorical digital community where a renewal discourse fostered positive emotions, aided coping, and guided BAA’s engagement. By detailing the connections among publics’ positive emotions, coping, BAA’s engagement, and community discourse, this study offers suggestions to (1) refine and expand the ICM model, and (2) develop a community-based, organization-decentered renewal discourse, which reflects the social media landscape and can be integrated in the ICM model.
Fortune 100 Companies’ Overall Social Media Presence and Dialogic Engagement at Facebook • Tae Ho Lee • Based on the dialogic theory, this content analysis explored the overall usage of social media platforms by Fortune 100 companies, and the actual dynamics of communication on Facebook, by investigating 261 profiles found on various social media platforms, together with 400 posts and 268 responses on Facebook. The findings suggested the widespread adoption of diverse platforms, a meaningful presence of special purpose accounts, and the lack of realization of dialogic potential. Practical implications are discussed.
The Voice of the Public: Twitter’s Role in Crisis Communication • Terri Manley, Texas Tech University; Mary Norman, Texas Tech University • On August 18, 2015, 37 million private Ashley Madison accounts were leaked onto the dark web. Using a content analysis to analyze the Twitter comments to understand the reactions, focus of interest, and emotional elements regarding the hack and the company, the results indicated that the public’s attention focused more on who was on the website, and what exactly the website stood for versus the negligence of the company’s security and business practices.
Mismatch vs. Magnitude: Defining and Testing Overresponse and Overreaction • Tyler G Page, University of Maryland • Situational Crisis Communication Theory suggests reputation repair strategies for organizations facing crises, however, it does not explain the impact of magnitude of response or what constitutes an overreaction. This study defines two different types of overreaction: overreaction and overresponse. It experimentally tests both with a sample of 487 participants and finds that magnitude of response can impact crisis outcomes. Implications for theory and practitioners are discussed.
Can We Trust Government Again? An Experimental Test of Government Reputation Repair and Kategoria • Tyler G Page, University of Maryland • This study is the first to compare how effective Situational Crisis Communication Theory response strategies are in repairing the reputation of governments compared to businesses. Using an experiment of 232 participants, it shows that a government in crisis will experience better outcomes than a business. This research also compares strategies within the denial posture for effectiveness and is the first to examine kategoria and its effects. Implications for theory and practitioners are discussed.
Crowdsourcing Corporate Social Responsibility • Young Eun Park, Indiana University • A growing number of corporate social responsibility (CSR) practices are utilizing online consumer participation (i.e., crowdsourcing). As opposed to traditional CSR communication, the crowdsourcing approach invites the public to generate and decide on companies’ CSR initiatives. The current research examined the effects of crowdsourcing in the context of CSR through experiments using an actual company (Starbucks). A pretest and posttest between subject experiments with three conditions (no crowdsourcing CSR, one-way crowdsourcing CSR, and two-way crowdsourcing CSR) were performed among 108 participants recruited from Amazon Mechanical Turk. The results indicate that one-way crowdsourcing was significantly higher than a no-crowdsourcing condition in terms of affective commitment. Also, this study examined crowdsourcing in relation to negative corporate issues covered in the media. The findings indicate that presenting CSR regardless of its format (e.g., CSR report, one-way, or two-way crowdsourcing) generated a positive attitude while crisis significantly decreased attitude.
Constructing Corporate Responsibility and Relationships: Analyzing CEO Letters in Annual Reports by ExxonMobil and Chevron • Zifei (Fay) Chen, University of Miami • Through a qualitative content analysis of CEO letters in ExxonMobil and Chevron’s annual reports from 2005 to 2014, this study explored how corporate responsibility and stakeholder relationships were constructed in the corporate communication process for the two U.S. oil companies. Findings showed financial and economic dominated construction of responsibility and hierarchized stakeholder relationships, revealing the discrepancies between the companies’ social reporting and normative standards of responsible conduct. Theoretical and practical implications are discussed.
Teaching
The State of Social Media Curriculum: Exploring Professional Expectations of Pedagogy and Practices to Equip the Next Generation of Professionals • Carolyn Kim, Biola University; Karen Freberg, University of Louisville • With the rise of social media, university programs are searching for effective ways to prepare students to use social media (Fratti, 2013). This challenge is mirrored by professionals who are also seeking to better equip themselves (Brown, 2014). This study explored key elements that should be included in social media education through interviews with over 20 social media industry leaders. Findings provided extensive guidance for faculty who teach social media courses.
I Love Tweeting in Class, But … A Mixed-Method Study of Student Perceptions of the Impact of Twitter in Large Lecture Classes • Jenny Tatone; Tiffany Gallicano, University of Oregon; Alec Tefertiller, University of Oregon • In this study, we explored how students think the use of Twitter as a pedagogical tool in the large lecture classroom affects their sense of class community (if it has any impact). We also explored students’ opinions about the ways (if any) that Twitter affects their learning experience in a large lecture classroom. We then compared survey data between two classes to identify differences resulting from Twitter use.
Teaching Media Relationships: What’s in the Textbooks? • Justin Pettigrew, Kennesaw State University; Kristen Heflin, Kennesaw State University • Media relations is still an extremely important part of a public relation’s students education. This study examined 6 introductory texts and 6 PR writing texts from a media relations standpoint. The study found that while textbooks provide basic information for reaching the media through tactical means, few go beyond that to discuss initiating and maintain long-lasting relationships with media professionals that are necessary for long-term success in navigating the changing nature of both fields.
A Dam(n) Failure: Exploring Interdisciplinary, Cross-Course Group Projects on STEM-Translation in Crisis Communication • Laura Willis, Quinnipiac University • This exploratory, quasi-experimental study examines whether incorporating an interdisciplinary, cross-course aspect to a group project on the Teton Dam failure in a crisis communication management course would impact public relations students’ ability to translate technical aspects of the crisis for media and public audiences. Results suggest the inclusion of an engineering student as a technical ‘expert’ negatively impacted project grades and increased student frustration. Possible improvements and lessons for future interdisciplinary, cross-course projects are presented.
Empowering the Future Practitioner: Postmodernism in the Undergraduate Public Relations Classroom • Stephanie Madden, University of Maryland; Katie Brown, University of Maryland; Sifan Xu, University of Maryland • Although academics have worked to bring postmodernism approaches into public relations scholarship, there has been little to no attempt to date to integrate postmodern principles into the undergraduate public relations classroom. This study explored how public relations educators can teach postmodern concepts to undergraduate students, as well as the main lessons learned about public relations from a postmodern lens by students. Results of this study indicated students were forced to questions their underlying assumptions about organizational structures for the first time and gained a deeper appreciation for the complexity of public relations.
Newspaper and Online News 2016 Abstracts
Open Competition
Can breaking news coverage fix lack of government openness? A case study of content strategies at Egypt’s increasing popular Youm7 online newspaper • Ahmed Orabi, Journalism Department, College of Media, University of Illinois at Urbana-Champaign; Eric Meyer, University of Illinois • “Increased attention to breaking news coverage of incremental developments rest have helped make Youm7 an Egyptian online newspaper one of the nation’s most frequent online destinations since Egypt’s Arab Spring unrest. This qualitative case study examines how and why the transformation occurred. It is based on four weeks of field work between April 8 and May 3, 2015, inside Youm7’s newsroom using three tools: ethnographic observation, in-depth interviews with 20 journalists and content analysis.
The Costs of Risky Business: What Happens When Newspapers Become the Playthings of Billionaires? • Alex Williams, University of Pennsylvania; Victor Pickard • This manuscript analyzes the actions of individuals that purchase struggling metro newspapers. We first contextualize the journalism crisis by reviewing the business model of the newspaper industry in the 20th century. To understand who buys metro newspapers, we then chronicle the most prominent newspaper acquisitions in 2011 and 2012: The San Diego Union-Tribune, The Philadelphia Inquirer, and the Orange County Register. We discuss three types of new owners: politicos; venture/vulture capitalists; and benevolent billionaires.
Tweeting news during a crisis: How professional norms influenced Ferguson coverage • Amber Hinsley, Saint Louis University; Hyunmin Lee, Saint Louis University • “This study explores journalists’ professional norms during a crisis by content analyzing their tweets in the week following Michael Brown’s death in Ferguson, Mo. It also identifies norms that resonated with the public and compares print and broadcast journalists. Journalists adhered to their objectivity norm, but broadcast journalists’ opinion tweets were more likely to be retweeted. Implications include whether journalists should have different social media policies, and if certain audience engagement measures should be reassessed.
The Portrayal of Schizophrenia in Legacy and Digital Native News • Anna Rae Gwarjanski, The University of Alabama; Scott Parrott; Brian Roberts; Elizabeth Elkin • A quantitative content analysis compared coverage of schizophrenia in legacy news websites and digital native news sites. Researchers coded 558 articles for the presence/absence of stereotypes concerning schizophrenia, the number and type of sources directly quoted, and the valence of source commentary and overall articles. Articles from legacy news sites stood greater chance of containing stereotypes about schizophrenia. Articles from legacy news sites stood greater chance of containing an overall negative valence about schizophrenia.
The Disappearance of the Front Page: Measuring Heterogeneity of Newspaper Stories in Print, Online and Mobile • Arthur Santana, San Diego State University • This paper examines the uniformity of news stories across three platforms – print, online and mobile – from the same newspaper, on the same day, at the same time of day. Using 50 U.S. newspapers in two constructed weeks, this paper quantitatively investigates the similarities of the top stories (N = 6,300) in each medium. Findings build on the theory of agenda setting in a digital age and prompt new discussions about the effects of media fragmentation.
Framing the same-sex marriage ruling: How audience ideology influences newspaper coverage • Brandon Szuminsky; Chad Sherman • This 487-newspaper study investigated the substantive differences in the media agenda of the 2012 Supreme Court ruling legalizing same-sex marriage, as represented by newspaper front page coverage, with emphasis on differences in coverage between “red” and “blue” states. Framing decisions expressed through headline word choice and space allocation were analyzed as examples of variation within the media agenda. The findings suggest the media agenda is in fact significantly impacted at the local level.
A network approach to intermedia agenda-setting: a big data analysis of traditional, partisan, and emerging online U.S. news • Chris Vargo, University of Alabama; Lei Guo, Boston University • This large-scale intermedia agenda-setting analysis examines U.S. online media sources for 2015. Based on the NAS Model, the results showed news media of different types set network agendas to various degrees. Agendas were highly reciprocal. Online partisan media best explained the entire media agenda. The agendas of the New York Times and the Washington Post were more likely to be caused by emerging media. NAS effects varied by media type, issue type and time periods.
Newspaper front page photographs: Effects of image consumption in a digital versus print news format • Daniel Morrison, University of Oregon; Nicole Dahmen, University of Oregon; David Morris II, University of Oregon • Based on a volume of scholarship citing differences in recall and knowledge of text-based content consumed from print versus digital platforms, this experimental research found certain significant differences regarding the same visual content viewed in a print versus digital format. Study findings indicate that technological change (digital consumption) has effects for communication consumption regarding images, which may underlie the changing nature of iconic images and iconic image formation in the age of digital news.
Did Black lives matter? The evolution of protest coverage after the deaths of Trayvon Martin and Michael Brown • Danielle Kilgo, University of Texas at Austin; Rachel Mourao; George Sylvie • “This study utilizes devices from the protest paradigm to examine news media coverage of protests surrounding the judicial decisions of George Zimmerman and Darren Wilson. A content analysis of national newspaper coverage shows that coverage prior to the judicial rulings focused on protestors’ tactics (violence versus peaceful) and changed to the realm of ideas (grievances and demands) after the acquittals. No progression was found in legitimization of protests.
Why editors use human interactive features: Individual, organizational, and community level factors • Deborah Chung, University of Kentucky; Seungahn Nah • Employing Shoemaker and Reese’s hierarchy of influences approach (1996), we investigate factors affecting U.S. daily news editors’ use of human interactive features that facilitate the expression of ideas (customization features) and dialogue/discussion (interpersonal features). Individual-level factors were found to predict the use of customization features while organizational characteristics predict the use of interpersonal features. When individual and organizational variables were removed, the community structural variable emerged as a predictor for use of interpersonal interactive features.
Who Is Willing to Pay? Understanding Readers’ Payment Intention of News • Donghee Wohn; Mousa Ahmadi, New Jersey Institute of Technology • Despite the increase of people paying for digital content, media companies have been experiencing limited success to get people to pay for news. We conducted interviews (N= 25) to examine why people are inclined or disinclined to pay for news. We then conducted a survey (N= 250) to examine how much people would be willing to pay for news and the differences between fixed rate and pay-what-you-want models. We then examined differences in motivation and news engagement between three groups: those who did not want to pay anything (savers), people who were inclined to pay very little (scrimpers), and people who were willing to pay for news services (spenders). Understanding differences between these groups not only helps inform business models, but also demonstrates that changes in design could alter people’s attitudes about paying for news.
5 Ways BuzzFeed is Transforming (Or Preserving?) the Journalistic Field • Edson Tandoc, Nanyang Technological University • Guided by field theory and the concept of journalistic boundary work, this study sought to examine whether BuzzFeed, a new agent in the journalistic field, is participating in the preservation or transformation of journalism. This was carried out by analyzing its news outputs based on the markers—or boundaries—that defined traditional journalistic practice, such as news values, topics, formats, and norms. The analysis found that while news articles produced by BuzzFeed are exhibiting some departures from traditional journalistic practice, in general BuzzFeed is playing by the rules, which might explain its legitimation as a recognized agent in the field.
Giving in or giving up: What makes journalists use audience feedback in their news work? • Edson Tandoc, Nanyang Technological University; Patrick Ferrucci, U of Colorado • Guided by the theory of planned behavior, this study sought to identify factors that lead journalists to monitor and incorporate audience feedback in their news work through Twitter and web analytics. Based on a survey of 360 online journalists in the United States, this study found that journalists’ personal attitudes toward using audience feedback, organizational policy on the use of audience feedback, as well as how much knowledge and skill they think they currently have to use audience feedback in their work, affect their intention to use, and ultimately, their actual use of, audience feedback in their editorial decisions.
Divvying Up How We Spend Time With News Devices and Channels • Esther Thorson, University of Missouri School of Journalism; Samuel Tham, University of Missouri – School of Journalism • Americans spent around 70 minutes a day consuming news. With so many ways to access news, what variables determine how much time we spend with legacy media like newspapers and television, and what leads to digital and mobile usage. This study develops a model of the variables that lead to device and channel choices for news, which is tested in a national sample of 1000 adults.
Differently Pitiless: Representations of Immigrants in Episodic and Thematic Frames. A Transatlantic Comparative Analysis • Francesco Somaini, Central Washington University • This study investigated the representations of immigrants emerging from news stories in Arizona and Italy and the relationship between online comments attached to those stories and the episodic or thematic frame used to tell them. Quantitative content analysis was used in a comparative approach across regions that constitute borderlands between first and second world countries. Implications of framing for journalists covering minorities and disempowered groups are discussed.
Local Newspaper Use in Hawaii Fosters Acculturation to Local Culture, Community Ties and Involvement • Francis Dalisay, University of Guam; Masahiro Yamamoto, University at Albany – SUNY; Chamil Rathnayake; Joanne Loos, University of Hawaii at Manoa; Kapiolani Ching, University of Hawaii at Manoa • We use the case of Hawaii to test a proposed mediation model positively linking local newspaper use with community ties (i.e., social cohesion and trust) and community involvement via acculturation to local culture. Findings revealed acculturation to local culture was associated with higher social cohesion, trust, and community involvement. Also, local newspaper use had an indirect positive association with sense of belonging, feelings of morale, social trust, and community involvement through its positive association with acculturation to local culture.
News of the future: Journalism organizations’ members look at content, news practice, their jobs and their organizations • Fred Vultee, Wayne State University • This paper uses an online quantitative survey to explore the attitudes of members of journalism organizations toward journalism and the workplace, likely trends in employment, and what services those organizations should – and do – provide. By examining multivariate relationships rather than univariate measures, it offers suggestions for journalism organizations, employers, educators, and others interested in how journalists and colleagues in related professions see the world after the impact of the recession and the loss of revenue.
Normalizing Online Commenting: Exploring How Journalists Deal with Incivility on News Sites • GIna Masullo Chen, The University of Texas at Austin; Paromita Pain, The University of Texas at Austin • In-depth interviews with 34 journalists reveal they are becoming more comfortable with online comments and often engage with commenters to foster deliberative discussions or quell incivility. However, our data also suggest some journalists feel discomfort with engaging in this way for fear it breaches the journalistic norm of objectivity. Overall, findings suggest journalists are not ceding their gatekeeping role to the public through comments, but rather re-asserting it through moderating objectionable comments and engaging.
Active yet Passive: Students media habits begin with active choice, evolve to passive consumption • Hans Meyer, Ohio University; Burton Speakman • The definition of media habits must include more than one dimension: active choice. LaRose (2010) calls for expanding the theory to include active and passive use. This study advances LaRose’s call through at nationwide survey of more than 1,000 current college students. It finds that the main attitudes that drive frequent media usage are active, such as need to be involved, and passive, such as the need to know. In fact, the media students use demonstrate an evolution from a one-time active choice to passive attention. This is especially true for social media where students mainly seek entertainment and connection but end up getting a lot of important news and information.
The Reluctant Prosumer/Produser: Limited User Interest in Interactivity Offered by a Metropolitan Newspaper • Jackie Incollingo, Rider University • A mixed methods research project combining two quantitative survey results (n=632 and n=1,248) with semi-structured interview data (n=30) explored how users of a newspaper’s digital content engage with interactive features, and whether these features satisfy their desires. Although the literature celebrates the potential of prosumption (where the activities of consumer and producer converge), this research indicates that digital users do not prioritize sharing stories online, and reported little desire to leave comments or create content.
Groundbreaking Storytelling or Dancing Hamsters? What Eyetracking Tells Us About the Future of Longform Journalism • Jacqueline Marino; Susan Jacobson; Robert Gutsche • As journalists continue to integrate multimedia into longform journalism, news organizations wrestle with questions of audience interest and economic sustainability. To investigate audience reception to digital longform journalism, this study employs eyetracking technology and interviews with audience members to understand their interactions with text, video, and other elements. It also explores how digital longform journalism may attract and retain audience interest. Keywords:audience, digital journalism, eyetracking, longform journalism, mobile
Driving Las Vegas: News Coverage of Uber’s Clash with Unions in Sin City • Jessalynn Strauss, Elon University; Lauren Bratslavsky • This paper looks at the framing of Uber’s expansion into Las Vegas by the local newspaper of record, the Review-Journal. It examines and unpacks the complicated context of the fight between Uber and taxicabs in Las Vegas, taking into account the city’s strongly union history. The framing analysis pays particular attention to the portrayal of union opposition to Uber expansion in an attempt to determine how the newspaper mediates understanding of organized labor in this particular case.
“Two Cheers for ‘Doing It All’: Skills and Newspaper Reporting Jobs” • John Russial, University of Oregon • “This study looks at newspaper reporting jobs ads in order to examine whether reporters need to be able to “do it all” ¬– producing text, video and photography and using social media. It is based on content analyses of JournalismJobs.com, a major online marketplace. Photography and social media are mentioned considerably more often than video skills. Photo skills are more important for weeklies and social media for dailies. The results raise questions about what type of cross-platform training is necessary.
Journalists’ Use of Knowledge in an Online World: Examining Reporting Habits, Sourcing, and Institutional Norms • John Wihbey, Northeastern University • There has been little empirical study of how journalists are drawing on and applying academic research and systematic knowledge. This paper examines data from an original online survey (n = 1,118). A multivariate analysis finds that knowledge usage is more likely among journalists with certain forms of training, a national audience, and more coverage specialization. Politics and television reporting were associated with lower levels of engagement with expert knowledge.
The contextualist function: U.S. newspaper journalists value social responsibility • Karen McIntyre; Nicole Dahmen, University of Oregon; Jesse Abdenour • A survey evaluated U.S. newspaper journalists’ attitudes toward contextual journalism — stories that go beyond the immediacy of the news and contribute to societal well-being. Results indicated that journalists highly value professional roles associated with contextual journalism. Responses revealed new journalistic role functions, including the “Contextualist.” Contextualists and traditional journalists expressed positive attitudes toward contextual journalism forms — solutions journalism, constructive journalism and restorative narrative — while adversarial and market-oriented journalists had negative attitudes toward contextual journalism.
The Viability of Peace Journalism in Western Media Environments • Kimberly Foster; Beverly Horvit, University of Missouri School of Journalism • “Conflict is pervasive and inevitable. Although not all conflicts lead to violence, violent conflicts have left a measurable toll of devastation. Peace journalism, a concept born in the 1970s, aims to frame news in a way to provide a comprehensive understanding of conflict that empowers more insightful critical public discourse. This paper addresses the theoretical challenges to peace journalism practices and provides insight into opportunities for in-depth reporting from conflict zones by Western media practitioners.
#LoveWins: Sharing breaking news of the marriage equality act on Instagram • Leslie-Jean Thornton, Arizona State University; Sonia Bovio, Arizona State University • On the morning of Friday, June 26, 2015, the U. S. Supreme Court ruled in the case of Obergefell v. Hodges, commonly known as the marriage equality ruling. Within the minutes of the announcement, social media exploded with posts about the news. Participants in the online celebration rallied around the hashtag #LoveWins, with Twitter posts using the hashtag cresting at 5,187,809 when the day was done. But while Twitter garnered the most traffic, Instagram offered a different experience, along with a steady traffic flood of more than 1,500 posts using the #LoveWins hashtag within the first 20 minutes of the announcement. However, unlike Twitter, where imagery is an option, Instagram is fundamentally more visual as every post is image-driven. The #LoveWins feed on Instagram was awash in news reports from a wide variety of news organizations. Overwhelmingly, however, those breaking news posts did not come directly from the news organizations themselves. This qualitative study examines the visual messages of people using #LoveWins to share breaking news via Instagram. In light of those findings, it examines the visual messages and hashtag use of news organizations cited in #LoveWins breaking-news posts as news sources, and the potential news audience in Instagram communities.
Journalistic Identity as Branding: Individual, Organizational, and Institutional Considerations • Logan Molyneux, Temple University; Avery Holton, University of Utah; Seth Lewis • Journalists, scholars and industry observers have noted a rise in journalistic branding, especially on social media. To what extent and in what ways are journalists constructing social identities online? This study conducts a content analysis of Twitter profiles and tweets from a representative sample of U.S. journalists. It finds that nearly all journalists practice branding in some form (in bios, in tweets, via links), and branding is concentrated at organizational and individual levels.
Effects of News Framing on Reader’s Opinion of E-Cigarettes • Lu Wu, UNC-Chapel Hill; Rhonda Gibson • Electronic cigarettes have gained great popularity in the past few years but remain a novel and controversial subject in news coverage. The current study is an experiment that builds on existing content analyses of media coverage of e-cigarettes to determine what effects common news frames (those focused on regulation, health effects, and tobacco/smoking industry concerns) have on news consumers. Results show that different framing tactics in news can sway people’s attitudes towards e-cigarettes, specifically when it comes to discussion on regulation and youth smoking. Framing has little effects on people’s social norms towards e-cigarettes or their intention to use e-cigarettes.
Gathering Evidence of Evidence: News Aggregation as an Epistemological Practice • Mark Coddington, Washington and Lee University • News aggregation is often presented in opposition to reporting, though the two practices have much in common as journalistic evidence-gathering techniques. Using participant observation and interviews with aggregators, this study explores aggregation as an epistemological practice, examining the ways aggregators weigh evidence, evaluate sources, and verify information. It finds that narrative is a form of second-order newswork, built on the principles of reporting and reliant on it for secondhand evidence.
All The News That’s Fit To Post: Millennials’ Definitions Of News In The Context Of Facebook • Megan Mallicoat • The current study purposed to investigate the content of millennials’ Facebook news feeds with the intent of assessing how information therein compares with previously defined traditional news topics. The social-psychological theory of self-presentation was also considered: using Facebook can be a very public action, and so this study purposed to determine how self-presentation behavior might influence Facebook actions and news feed content. A purposeful sample of participants between the ages of 25-34 was selected (n = 20), and a computerized content analysis was conducted using Provalis Research’s program WordStat. One-on-one interviews were also conducted.
Framing Occupy Central: A Content Analysis of Hong Kong, American and British Newspaper Coverage • Mengjiao Yu, University of South Florida; Yan Shan, University of South Florida; Scott Liu, University of South Florida • Grounded in framing theory, this paper presents a quantitative content analysis of newspaper reporting of the Hong Kong protests, also known as the Occupy Central Movement or the Umbrella Revolution, between September 28 and December 11, 2014. The political, economic and legal implications involved have made the protests one of the most newsworthy events in the history of Hong Kong since the transfer of its sovereignty from the United Kingdom to China in 1997. This study aims to examine the various frames used in the coverage of the protests in three major newspapers that operate within different political, economic and ideological boundaries: South China Morning Post, The New York Times, and The Guardian. Results of the content analysis supported the hypotheses that significant differences existed in the newspapers in their framing of the protests, the protesters, the government, news censorship, and politically sensitive issues. While the frames used by The New York Times and The Guardian were in agreement with the Western democratic-liberal press system, the frames used by South China Morning Post reflected the authoritarian-liberal nature of the Hong Kong press system.
Now You See Me, But You Don’t Know: Consumer Processing of Native Advertisements in Online News Sites • Mengtian Jiang, Michigan State University; Brigitte Balogh McKay, Michigan State University; Jef Richards, michigan state university; Wally Snyder, michigan state university • “Native advertising has become increasingly popular among publishers and advertisers to indirectly compete for consumer attention. Guided by the Information Processing Theory and using a mixed method design, this exploratory study investigates consumer’s cognitive processing of online native advertisements in terms of attention allocation, native ad recognition and brand recall. Results showed that participants had a relatively low literacy for native advertising. Implications of the findings are discussed and future research directions suggested.
The Effects of Native Advertising on Legacy and Online News Publishers • Michelle Amazeen, Rider University; Ashley Muddiman, University of Kansas • Extending research from Wojdynski and Evans (2015), this experimental study replicates the challenges of effectively disclosing native advertising and demonstrates a promising inoculation method that increases likelihood of recognition. Moreover, this quantitative research indicates that both legacy and online news publishers were punished for displaying native advertising. Attitudes toward the publisher and perceptions of its credibility declined for both, although online publishers suffered greater attitudinal damage than did legacy publishers who may benefit from their established reputation.
Micropayments for News: The Effects of Sunk Costs on News Engagement • Nicholas Geidner, The University of Tennessee; Jaclyn Cameron, University of Tennessee Knoxville • Survey walls – a micropayment scheme where users answer survey questions in order to access content – represent a way news organizations are monetizing content. This experimental study examines the effects of survey walls on engagement with online news. The results demonstrate that survey walls alter individuals’ engagement with news content. Specifically, individuals in “pay” conditions spent more time on the article and were less willing to share the content than people in the “non-pay” condition.
Who’s in, Who’s out? Constructing the Identity of Digital Journalists • Patrick Ferrucci, U of Colorado; Tim Vos, University of Missouri • Through the framework of social identity theory, this study utilizes in-depth interviews with 53 digital journalists to see what they believe is essential to their work and who falls outside the label of digital journalist. The results support the notion that changes to the digital media environment have indeed been a new source of professional identity for digital journalists. We then explore what this might mean for the field of journalism.
Journalism Transparency: How journalists understand it as a professional value, ethical construct and set of practices • Peter Gade; Kevin Curran, Univ of Oklahoma; Shugofa Dastgeer; Christina DeWalt, The University of Oklahoma; Desiree Hill; Seunghyun Kim, University of Oklahoma; Emmanuel-Lugard Nduka, University of Oklahoma • This national survey of 524 journalists seeks to identify how journalists understand transparency as a professional value, ethical construct and set of practices. Results identify six dimensions of transparency knowledge, and that journalists strongly embrace transparency as an ethical construct. The extent to which journalists practice transparency is constrained by their existing work loads, concerns about negative outcomes and overall skepticism of change.
‘We don’t cover suicide … (except when we do cover suicide)’ • Randal Beam; Sue Lockett John; Michael Mead Yaqub • Unlike most other unnatural deaths, journalists approach suicide as an occurrence that they are hesitant to cover. “Our policy is not to write about suicides,” they say. Except that often, they do. This paper, based on interviews with 50 U.S. journalists, examines the rationales that the journalists invoke as they decide about whether to cover a suicide.
Twitter’s influence on news judgment: An experiment among journalists • Shannon McGregor, University of Texas – Austin; Logan Molyneux, Temple University • Literature suggests that journalists give a substantial amount of attention to Twitter. What affect might this have on their news judgment, their decisions on what to let through the gates? This study hypothesized a positive bias in favor of news appearing to be from Twitter. Instead, an experiment among working journalists (N = 212) finds a negative bias, suggesting that journalists who use Twitter less in their work tend to discount news they see there.
JOURNALISTS RESEARCHING BIG DATA: A study of research methods and processes in big data journalism • Soo-Kwang Oh; Edson Tandoc, Nanyang Technological University • Through a content analysis of data journalism stories from The Guardian (n=260), a pioneer in contemporary big data journalism, we sought to investigate how the practice of big data journalism takes into account rigorous research method and design. Findings suggested that big data journalism lacks discussions of several elements required for proper scientific research, such as size of data, date of collection and methods for analysis.
Advocacy or Objectivity? Role Perceptions and Journalistic Culture in Alternative and Mainstream Media in Brazil • Summer Harlow, Florida State University • Most research on journalists’ role perceptions and journalistic culture remains Western-focused, and is limited to mainstream media. This quantitative study uses a survey to fill two gaps in the literature by examining differences in role perceptions and journalistic culture among mainstream and alternative media journalists in Brazil. Results indicate significant differences in role perceptions, as mainstream media journalists place more importance on traditional ethics, while alternative media journalists value their normative responsibilities more.
Should There Be an App for That? An Analysis of Interactive Applications within Longform News Stories • Susan Jacobson, Florida International University; Robert Gutsche; Jacqueline Marino • The most-read story of 2014 on the website of The New York Times was a news app called “How You, Youse and You Guys Talk.” While news apps can enhance news stories, they cost a lot of time and money to produce. In this study, we conduct semi-structured interviews with 12 Millennial tablet computer users to evaluate longform multimedia news packages that include Web applications as part of the story presentation to better understand what might be involved in creating successful news apps.
#IfTheyGunnedMeDown: An analysis of mainstream and social media in the Ferguson, Missouri Shooting of Michael Brown • Tracy Everbach, University of North Texas; Meredith Clark, University of North Texas; Gwendelyn Nisbett, University of North Texas • Focusing on the hashtag #IfTheyGunnedMeDown, this study examined the framing of mainstream newspaper coverage of social media activism in the aftermath of the 2014 police shooting of Michael Brown in Ferguson, Missouri. People of color primarily used the hashtag to draw attention to what they perceived as negative stereotypes perpetuated by the news media. The study employed a textual analysis of news coverage followed by semi-structured interviews with hashtag-protest participants. The analysis found that the mainstream media followed news production rituals by relying primarily on elite, established sources and generally ignoring the social media protestors’ voices. The social media protestors who used the hashtag said they employed it to bypass the mainstream media, and this research indicates they may well have done so and possibly reached a younger generation that relies more on social media than legacy media.
Student Papers
Exploring the Effects of News Personalization and User Comments: Third-Person Perception of the 2013 Target Data Breach • Boya Xu, University of Maryland • It has been robustly supported that media can have a profound social impact indirectly that people’s attitudes or behaviors may be influenced by their perception of the effects of certain content on others, not by the content directly. This impact is particularly magnified when people see others as more negatively influenced than they are themselves, known as the third-person effect. The current study dives into the 2013 Target data breach that has grasped intense attention among the public and media outlets nationally. Survey results show that personalized news content and news sources may encourage individuals to perceive themselves as equally or more vulnerable to the information than others, which was overlooked by the original theorization of third-person effect.
#wjchat: Discursive Construction of Journalistic Values and Norms on Twitter • Frank Michael Russell, University of Missouri School of Journalism • This qualitative textual analysis of posts from @wjchat (web journalism chat) on Twitter provides evidence that journalists and journalism educators use social media to discursively construct institutional values and norms such as verification, objectivity, and diversity. The findings were consistent with and extended gatekeeping theory, the hierarchical influences model, and sociological and discursive institutionalism. Keywords: Gatekeeping, new institutionalism, journalistic values, Twitter. Method: Qualitative.
Carrying Credibility: How News Distribution Affects Reader Judgment • Holly Cowart, University of Florida • This experiment examines the impact of online platforms on source credibility. Using a traditional news media with an online presence, and an online-only news media, it compares news content on three platforms (website, Facebook, Twitter). Results of the 146-person experiment indicate a difference in perceived credibility among platforms. The traditional news media sees a significant drop in credibility between the website and the two social media sites. The online-only news media does not. The implications of these finding are discussed in terms of the changing way that news is presented. News media distribute their content to apps and social media sites. Based on this study, that distribution may result in a loss in credibility for the news source.
Framing EU borders in the news: An analysis of three European news websites • Ivana Cvetkovic, University of New Mexico • Human mobility is widely reported in the news with various framings of national spaces, migrants, borders, home, and security. Using discourse analysis of articles published in the online editions of Croatia’s Jutarnji list, Britain’s The Guardian, and Germany’s Der Spiegel, this research identifies news frames about borders in the European Union context. The analysis produced four micro-frames: borders as lived space, border security, border materialization, and disputes over border-management.
Is That News Story an Ad? News Homepage Design May Mislead Consumers into Sponsored Content • Kate Keib, University of Georgia Grady College; Mark Tatge, University of South Carolina • “While advertisers are set to spend nearly $8 billion on native ads this year, the Federal Trade Commission released a policy on deceptive advertising specifically addressing paid content designed to look like editorial. We execute a content analysis of 60 top U.S. news websites, capturing the design elements of native ads and their similarity to editorial content. Results show that native ads are very similar to editorial content.
An Impolite Conversation: The Interaction between Anonymity and Online Discourse on Political Blogs • Meghan Erkkinen, University of Minnesota • “Previous research has indicated that anonymity is correlated with increased impoliteness and incivility in newspaper comments sections. This study uses quantitative content analysis to examine the impact of anonymity on the comments of partisan political blogs. Results indicate that sites allowing anonymous comments host more impolite and uncivil comments, and that those comments are more likely be directed interpersonally, than sites that require users to verify their identities.
National Issues and Personal Choices, Agendamelding in Iran: A Study of Traditional Media and Twitter in 2015 • Milad Minooie • Building on agenda setting research, agendamelding posits that audiences form their agendas based on social/horizontal media (e.g. Twitter) and their personal preferences in addition to traditional/vertical media (e.g. newspapers). The findings of the present study suggest that social media users adopt their agendas from social/horizontal media rather than traditional/vertical media. One of the implications of this finding is that when the government holds monopoly over traditional/vertical media, personal preferences and social/horizontal media become more salient.
Intermedia Attribute Agenda Setting in the Context of Issue-Focused Media Events: The Case of Caitlyn Jenner and Transgender Reporting • Minjie Li, LSU • On April 24, 2015, Olympic gold medalist Caitlyn Jenner confirmed her transgender identity on “Bruce Jenner: The Interview” with Diane Sawyer and started her own reality show, I am Cait. This study identifies patterns of second-level intermedia agenda setting in the framing of Caitlyn Jenner’s high-profile planned media events about her gender transition, examining the extent to which they influence the way national news outlets report transgender-related stories and the salience of certain story attributes. More specifically, through a comparative quantitative content analysis, this study found that transgender-related reports appearing after the Caitlyn Jenner’s interview were more likely to 1) mention alternative non-binary gender discourses to highlight transgender subjectivity, 2) take the intersectionality perspective to address the the complexity of transgender issues from the aspects of race, class, and sexuality difference, 3) differentiate transgender issues from LGBT issues, and 4) take in-depth approaches to report the stories.
How Online News and Informational Media Position Themselves in the Networked Media Ecosystem: A Study of Niche • Mohammad Yousuf, University of Oklahoma • This study used the Theory of the Niche to examine how four types of online news and informational media—Mainstream, Institutional, Alternative, and User-generated—position themselves in the networked media ecosystem. A total of 700 content units—175 from each media type—were analyzed to test four hypotheses regarding the primary functionalities of these media types. Three hypotheses were supported and one was rejected. Data did not find a primary functionality of the Institutional media.
Digital News Sharing: The Role of Influence and Habits in Social Media News Sharing • Samuel Tham, University of Missouri – School of Journalism • 30% of Americans use social media for news. With news organizations seeking to harness more online news sharing from their viewers, questions are raised as to what kinds of users share news on social media. This study proposes a model that examines the impact of technology leadership (social influence), news affinity, digital device use (habits), and the role of demographics to better understand the characteristics of users that share news on social media.
War of Perception: A Habermasian Discourse Analysis of Human Shield Newspaper Reporting During the 2014 Gaza War • Shane Graber, University of Texas-Austin • In 2014, as Arabs and Israelis fought a deadly and destructive 50-day military battle in Gaza, a simultaneous war of perception was being waged in American news media. This study uses a Habermasian critical discourse analysis to examine how five of the largest newspapers reported accusations of Palestinian human shielding. The findings show that journalists tended to report distorted representations of the human shield claims, potentially obfuscating unfairly a highly complex Middle East conflict.
“When India was Indira”: Indian Express’ Coverage of the Emergency (1975-77) • Subin Paul • When Prime Minister Indira Gandhi imposed censorship in the summer of 1975, few newspapers tried to withstand the attack on press freedom. This historical study used framing theory to examine how Indian Express constructed its position against the Gandhi regime during the 21-month National Emergency. The qualitative content analysis of the Indian Express’ coverage demonstrated its struggle to frame the Emergency as authoritarian. More broadly, the analysis provided a way to understand how journalism functions under censorship.
Minorities and Communication 2016 Abstracts
Faculty Research Competition
Mediating the President’s American Otherness from ‘Birthers’ to bin Laden: Television-news representations of Barack Obama, false balance, and power • Angie Chuang, American University School of Communication; Anwulika Ngene • Studies on the racial and religious identity of President Barack Obama, and news media coverage related to the topic, have revealed complex, but consistent, patterns of Othering amid complex news-media messages. While some of these messages, including those from Obama itself, appear to subvert blackness, consistent news-media-fueled attacks on his religion, patriotism, and his citizenship by U.S. birth have driven a dominant culture vs. outsider binary consistent with Stuart Hall’s theories of representation. In one extraordinary week in 2011, these cultural codes were tested in the news media as billionaire Donald Trump publicly demanded Obama’s original birth certificate, fueling an existing “birther” controversy. Later the same week, Obama announced that Osama bin Laden had been killed in a U.S.-led raid, and in this act of reauthorizing his Americanness, effectively silenced Trump and news-media coverage of “birthers.” This study of U.S. television-news coverage during and around that time period finds that journalists contextualized the foreign vs. American aspects of Obama’s identity to construct a mediated form of Americanness afforded to Other out-groups in previous studies. Furthermore, television news networks displayed false balance in positioning Trump’s claims as more or less equal to Obama’s assertion that he was born in the United States.
Priming Black Lives Matter Support: Interaction Effects in the Black and Mainstream Presses • Benjamin LaPoe, Western Kentucky University; Victoria LaPoe, WKU; Jocelyn Porter; Hope Bradford • This study examined three independent variables (online newspaper type, photo demographics, and language) priming support for Black Lives Matter protests and perceptions of story credibility. The inclusion of language characteristic of black press stories and a photo of black protestors primed support for Black Lives Matter protests. Being a black newspaper did not prime perceived credibility of the story and did not prime an increase or decrease in support for Black Lives Matter.
Latino is the New Black: Racial Disparities in Network Television Coverage of Major League Baseball Games. • James Rada, Ithaca College; K. Tim Wulfemeyer, San Diego State University • This research sought to determine whether racially biased commentary is present in televised coverage of professional baseball. Results showed that racial biases that were directed toward African American players in the past still exist, but are now directed toward Latino players. Given baseball’s demographics, which include a significant number of Latino players, this research fills an existing gap in the research while at the same time expanding the discussion beyond the historical Black/White dichotomy.
Using media literacy to counter stereotypical images of Blacks and Latinos • Joseph Erba, University of Kansas; Yvonnes Chen; Hannah Kang, University of Kansas • Critical analysis and deconstruction of media messages have the potential to promote favorable attitudes toward racial minorities. This study tested two types of media literacy interventions (critical and stereotype) aimed at enhancing college students’ attitudes towards Blacks and Latinos. Both interventions enhanced participants’ attitudes but the stereotype intervention was more effective than the critical one, both for short- and long- term effects. Implications address how to use media literacy to enhance conversation about race relations.
Racial Congruence Effect in Candidate Coverage: How Race Affects News Coverage of In- and Out-group Candidates • Mingxiao Sui; Newly Paul; Paru Shah, University of Wisconsin-Milwaukee, Political Science Department; Johanna Dunaway, Department of Communication, Texas A&M University; Brooksie Chastant, Louisiana State University • This paper examines how the race of a journalist, the race of a legislator, and the race of the audience may intersect to influence news coverage of legislative candidates. Data for analysis are from the 2012 state legislative races, corresponding news coverage data, and 2012 ASNE Newsroom Census data. Our findings suggest two intriguing and important patterns. First, candidate coverage is largely driven by the news media’s racial considerations, such that minority reporters cover white and minority candidates in different ways. Second, when the race of reporters, candidates, and audiences intersect, reporters tend to provide more positive coverage of their in-group candidates while creating more negative coverage of the other out-group candidates.
Do Black Lives Matter?: A Content Analysis of New York Times and St. Louis Post Dispatch Coverage of Michael Brown Protests • Mohamad Elmasry, University of North Alabama; Mohammed el-Nawawy, Queens University of Charlotte • This study employed content analysis to examine how the New York Times and St. Louis Post Dispatch framed ‘Black Lives Matters’ protests in the aftermath of the shooting of unarmed black teenager Michael Brown. The researchers examined all Times and Dispatch articles dealing centrally with the Michel Brown protests during three separate time periods corresponding to heavy protest activity. The coding scheme measured dominant frame direction, article length, sourcing and mention of protester crimes. Contrary to expectations, the papers provided overwhelmingly sympathetic coverage of ‘Black Lives Matters’ protests. In describing the protests, both newspapers were much more likely to employ a ‘positive’ frame suggesting peacefulness and order than a ‘negative’ frame suggesting lawlessness and deviance. Neither newspaper over-emphasized protester-perpetrated crimes, with both papers making relatively infrequent mention of looting, arson, assault, and gunfire, respectively. Importantly, both newspapers directly quoted protesters much more often than they quoted police officers and other government officials.
More than Just a Tweet: Understanding Black Americans’ Instrumental Use of Twitter • Roselyn J. Lee-Won, The Ohio State University; Tiffany White, The Ohio State University; Bridget Potocki, The Ohio State University; Sung Gwan Park, Seoul National University • The strong presence of Black Americans on Twitter has attracted scholarly attention. Drawing on the uses and gratifications framework on identity-related needs and goal-directed media use, social identity theory, and the rejection-identification model, we examined how discrimination experience, group identification, and racial agency shape Black Americans’ instrumental use of Twitter. An online survey conducted with 323 Black Twitter users living in the United States revealed that the experience of racial discrimination indirectly predicted three types of instrumental use of Twitter (information seeking, opinion expression, and socializing) only through serial mediation of group identification and racial agency. In line with the key postulates of the theoretical frameworks that guided our hypotheses, the results demonstrated that group identification and identity-related needs played a mediating role in the relationship between the socio-structural conditions and the patterns of social media use that are goal-directed and purposeful in nature among Black Twitter users.
Trust and credibility: Race and its effects on audience perceptions of news information from broadcast news and anchors • Sadaf Ali, Eastern Michigan University; Fred Vultee, Wayne State University • This study follows previous research in race and identity that defines “Brown” as a body that is perceived as a threat to the American government and the social values of the country, deemed as being un-American. Conversations post-9/11 have divided “browned” groups as threats or as “model minorities.” This research sees “Brown” and “browned bodies” defined as those from the Orient, while “White” is viewed as the Occident. The research will also further the conversation on the amplifying effects of media securitization on prevalent “othered” frames by examining how audiences respond to potential “threats.” The experiment asks audiences to determine whether the information they are viewing is trustworthy and authentic based on the racial makeup of the news presenter and the way the threat is presented. It uses framing theory to examine how meaning is made and shared in media accounts.
Finding the impact zone: Testing health news for the Native American audience • Sherice Gearhart, Texas Tech University; Teresa Trumbly-Lamsam, University of Nebraska at Omaha; Casey Riesberg, University of Nebraska at Omaha • News media are key sources of health information for the public. Using a 2x2x2 between-subjects design, participants (N = 209) at a powwow responded to questions assessing knowledge and intent to read stories. Results revealed thematically framed stories encouraged knowledge acquisition among non-Natives. An interaction between diabetes news with thematic framing enhanced knowledge among Natives and the general population. Results suggest message strategies can effectively convey health information to Native Americans and non-Native populations alike.
Ethnic media as communities of practice: The cultural and institutional identities • Sherry Yu • In an increasingly multicultural, multiethnic, and multilingual media environment, ethnic media are an important part of the public sphere, and the process in which ethnic discourse is produced deserves attention. This paper advances Husband’s work on ethnic media as communities of practice by exploring ethnic media of young diaspora. Just as ethnic communities are heterogeneous across ethnic groups, depending on immigration history, demographics, and communication infrastructure, among other factors, ethnic media as communities of practice are never homogeneous and lineal practices. The case of Korean media in Vancouver and Los Angeles, one of the most rapidly growing ethnic media sectors in North America, suggests two new identities—cultural identity and institutional identity—in addition to the journalists’ subjective identities which Husband discussed. These two identities that are specific to Korean media confirm diversity within communities of practice and suggest the variations to be considered in the broader discussion of ethnic media as communities of practice.
We talk of what we care about: Understanding climate change perceptions and attitudes across Hispanic, African American, and Anglo racial/ethnic groups • Troy Elias, University of Oregon; Nicole Dahmen, University of Oregon; Daniel Morrison, University of Oregon; Deborah Morrison, University of Oregon; David Morris II, University of Oregon • This research uses survey data from 923 individuals with an equal distribution of Hispanic, African-American, and Anglo participants. With the goal of understanding ethnic populations’ perceptions of climate change, the study examined five factors: (1) knowledge, (2) perceived behavioral control and self-efficacy, (3) social comparison, (4) ideologies, and (5) risk perception, through the theoretical lens of Maslow’s hierarchy of needs. Study findings show differences in knowledge, attitudes, and intentions to adopt ameliorative, pro-environment behaviors.
Student Paper Competition
Obsessing Over the White: The Effects of Fairness Cream Commercials on Pakistani-American Women. • Aqsa Bashir, University of Florida • This study examines the effects of two types of message appeals (emotional Vs. cognitive) in conjunction with two cultures influencing Pakistani-American women’s ideal skin color. Asian society holds fair skin equivalent to female beauty and cosmetic companies have benefited the most from this by developing a number of fairness creams. A growth in this industry shows Eastern women still conform to ‘white beauty’ while Western women are striving for a sun kissed tan skin. Pakistani-American women are likely to be influenced by both the Pakistani and the Western environment they grew up in, thereby causing changes in their ideologies. The current study found that the hegemonic American culture played a significant role in shifting the Pakistani woman’s ideal skin color toward a darker spectrum. Also Pakistani-American women did not conform to their Asian preference of fair skinned beauty and indicated a satisfaction with their skin color on the whole.
Comparative newspaper coverage of the twentieth century African American freedom struggle • Christopher Frear, University of South Carolina • This systematic literature review examines comparative studies of newspaper coverage of the twentieth century African American freedom struggle. Media historian Michael Schudson wrote that the language used by the media influences collective memory about those people and events. Whether in digital, microfilm, or print archives, newspapers continue to shape the discourse about historical events. Increasing digital access to historical African American newspapers should be an important goal for media archivists for a robust, multi-perspective memory.
When video becomes salient: how ethnic and mainstream newspapers framed the Sandra Bland controversy • Earlesha Butler, University of Florida • “This study analyzed ethnic and mainstream newspaper coverage to determine how each framed the arrest and death of Sandra Bland after the releasing of public video of Bland’s controversial arrest. The study attempted to find if ethic and mainstream newspapers shifted from their traditional news frames. Ethnic newspapers less frequently provided thematic coverage, while mainstream newspapers more frequently framed the story as a conflict. The conflict frame also was more often linked to public video of Bland’s arrest. However, both mainstream and ethnic publications used the attribution of responsibility frame equally, suggesting that the video may have led to a shift in news coverage as both ethnic and mainstream newspapers alike provided news and editorial coverage that addressed social factors illustrated in the video footage.
Black Lives Matter 5280: Bridging Love and Disruptions With Community, Meetings and Social Media • Gino Canella, University of Colorado Boulder • This paper complicates the radical pluralistic politics of social movements through an ethnographic case study of Black Lives Matter 5280 in Denver, Colorado. I examine the organization’s social media activities and public community meeting practices to show how activists challenge negative representations of social movements portrayed by the news media; educate and inform its members; and build bridges between the movement and community organizers, journalists, elected officials, and the public. These strategies build a cohesive movement based on shared struggles.
Media Politics of Belonging • Miriam Hernandez • The present project explores and compares the reporting trends of the cultural aspect of immigration in the 1982-2012 timeframe in the Los Angeles Times. Drawing from assimilation and framing theories, a content analysis was conducted on cultural frames (“immigrant as other” and “inclusion of immigrants”) to examine their background, their evolution in the last decades and the journalistic devices of their reporting. A total of 364 news stories were collected, and 112 had explicit references to cultural arguments. The findings indicate that although progress has been made towards a fairer and more personal representation of the immigrants’ lives in the United States; the exclusion arguments have moved away from just the cultural characteristics, into broader and more abstract subjects, such as the discussion of their political importance to political parties and the passing of legislation to regulate their residence in the country.
At the Border: A comparative examination of U.S. newspaper coverage about unaccompanied immigrant minors • Ricardo Valencia, University of Oregon • In 2014, the U.S. media extensively covered the arrival of thousands of unaccompanied children from Central American to the southern borders. This research attempted to examine if newspapers in cities with high concentrations of Central Americans (Los Angeles Times and The New York Times) and newspapers in cities with low concentrations of Central Americans (The Oregonian and The Seattle Times) covered the issue in a different fashion. The goal was to analyze if the concentration of foreign-born Central Americans could influence the journalistic routines of the newspapers. Using a quantitative analysis of over 150 articles and 900 sources of information, this study examines the pattern of source selection and the articles’ relevance. It finds that the patterns of source selection between the two types of newspapers are similar; a tendency that places Latino sources as peripheral actors. However, newspapers in cities with high concentration of Central American give significantly more relevance to the articles related to the flow of immigrant children. The research concludes by suggesting that a concentration of immigrants may play an important role in the presentation of information in English-speaking newspapers.
Media Management and Economics 2016 Abstracts
Starting up the news: The impact of venture capital on the digital news media ecosystem • Allie Kosterich, Rutgers University; Matthew Weber • Startup digital news media organizations continue to gain traction in the wake of the turbulence and rapid evolution that marked the news industry over the past few decades. The disruption of the news industry helped to generate a need for innovation and for new business models. In turn, venture capital funding proved critical to the growth of new entrants seeking to gain a foothold in the news media industry. This research explores the interaction between legacy and startup news media organizations as they struggle for scarce resources and seek to grow in the face of a changing marketplace. A rich dataset tracking key legacy and startup news media organizations in the news media industry is used to map funding activity in an effort to analyze resource allocation within the digital news media space. The insights gleaned from the analyses further understanding of the potential consequences of competition by organizations, especially regarding key questions for the business of journalism, such as factors that impact organization founding and potential triggers of organizational failure.
Expanding TV’s Measurement Monopoly: Nielsen’s Inclusion of New Media Subfields • Andrew Yost; Harsh Taneja, University of Missouri • Audience measurement markets tend to be monopolies. With audiences migrating to digital platforms conventional television audience measurement is under pressure to change. Such situations, which could lead to new niches emerging in audience measurement markets, challenge their monopolistic structure. We examine Nielsen’s response to recent development in US television through a historical institutional analysis of the trade press. We find that despite changes in audience measurement, Nielsen actually enhanced its monopoly in the digital space.
Why Are News Media on Social Media?: Explaining News Engagement on Tumblr and Digital Traffic to News Websites • Dam Hee Kim, University of Michigan, Ann Arbor; Meera Desai, University of Michigan • In a digital era, news organizations, despite their financial sufferings, have been quick to embrace social media with dual purposes: to engage users with their content and to drive traffic to websites. By analyzing digital traffic of top 50 news organizations and 230,375 Tumblr posts made by these organizations, this paper examines the relationships between features of news posts and users’ engagement with news posts, and between news organizations’ activities on Tumblr and digital traffic.
Why do journalists resist change? Sense-making and change-communication in managing organizational crises • DHIMAN CHATTOPADHYAY, Bowling Green State University • “Resistance to change and innovation at the workplace is not a new phenomenon. Scholars however, have traditionally studied such developments from a top-down perspective, where resistance is presumed to be a negative force that needs to be eliminated. This study attempts instead to understand why employees, specifically journalists resist change at the workplace, how they use sense-making as a tool to negotiate meanings and resolve conflicts and the role that change-communication plays in the process. Findings indicate sense-making is used as a tool to both heighten a crisis and resolve a conflict. Further, quality of change communication (QCC) and participation in decision making (PDM) has a positive impact on reducing strategic, structural and job-related uncertainties during change processes. Implications for the field are indicated.
Integrating Data Journalism into the Newsroom: Four Phases of Organizational Restructuring • Jan Lauren Boyles, Iowa State University; Eric Meyer, Iowa State University • Similar to prior cycles of professional specialization, news organizations are encountering challenges in managing the talents and expertise of data journalists. Based upon in-depth interviews, this study identifies four phases of organizational restructuring related to the infusion of data newswork. This research finds that as practitioner specialization and task uncertainty increases, news organizations grow in structural complexity. The research also highlights the challenges and best practices related to restructuring newsrooms to promote data journalism.
Innovators or Entrepreneurs? How Students and Instructors View Entrepreneurial Journalism • Jane B. Singer, City University London; Marcel Broersma, University of Groningen • Efforts to prepare students for contemporary media work have led a growing number of universities to add entrepreneurial journalism to the curriculum. This study explores how journalism students and educators in two European countries think about entrepreneurialism. Findings suggest that while “innovation” is a more broadly palatable term, neither students nor staff are resistant to such fundamental entrepreneurial concepts as focusing on the audience, knowing about competitors, or even being savvy about business matters.
Video Game Entrepreneurship: Success Factors in Crowdfunding Campaigns for Video Games • Jiyoung Cha, San Francisco State University • Crowdfunding has become an important funding method for video game developments in the U.S. Interestingly, video game crowdfunding projects have significantly lower success rates compared to other product categories. Recognizing this challenge, this study examines factors influencing the success of crowdfunding campaigns for video games. The analysis of 447 crowdfunding campaigns suggests that human capital, geography, media choice, and the intensity of media use influence the success of crowdfunding for video games.
The Attitudinal Model of Media Firm CSR:A Focus on Additional Values, Emotional Responses to a Parent Brand, Extended Brands Attitude, and Content use Intention • Jong Woo Jun; Jungyun Won, University of Florida; Il Young Ju, University of Florida • This study investigates roles of Corporate Social Responsibility (CSR) images and perceptions on additional values and emotional responses to Disney and Disney Media Company. Relationships among beliefs (additional values), emotional response to the parent brand of Disney, attitudes toward extended brands of Disney, and behavioral intention related to the parent brand (content use intention) were also explored. By using four dimensions of CSR, this study tries to model the relationship with attitudinal variables of audience.
Pledge Now (To Benefit Yourself)! A Content Analysis of Pubic Radio Fundraising • Joshua Bentley, Texas Christian University • Public radio management involves fundraising management. This study uses a content analysis of a public radio pledge on two statewide networks to analyze the way public radio stations appeal to different donor motivations. The study finds that appeals to self-interest are the most common, and appeals to altruism are the least common. Also, when the programming content is news or talk, appeals tend to be more rational than when the programming content is music.
The Labor Market for University Journalism and Mass Communication Graduates: The Role of the Media Industries • Lee Becker, University of Georgia; C. Ann Hollifield, University of Georgia; Tudor Vlad, University of Georgia • The value of news content is determined by the knowledge, experience and talent of the individuals producing it. This paper examines changes in the labor market for journalists across a crucial period and concludes that the labor market from which media industries draw is largely a reflection of the overall economy. Changes in the size of the workforce, the revenue media organizations receive, and the supply of workers by educational institutions also are important forces.
A cross-country analysis of tablet PC diffusion • Sangwon Lee, Kyung Hee University; Seonmi Lee, KT Corporation; Sylvia Chan-Olmsted, University of Florida • Employing the Gompertz model, this study examines macro-level factors influencing tablet PC diffusion in 43 countries. The results suggest that tablet PC is a complement to smartphone in early diffusion of smart device; lower tablet PC price contributes to tablet PC diffusion; and high levels of social network penetration and income are drivers of initial tablet PC diffusion. The country-level study also found that tablets and smartphones are likely substitutes for traditional PCs.
The Effects of Native Advertising on Journalism Values • Seunghyun Kim, University of Oklahoma; Jocelyn Pedersen, Swansea University; Doyle Yoon, University of Oklahoma; Nazmul Rony, University of Oklahoma; Rahnuma Ahmed, University of Oklahoma • This study examined the effects of native advertising on new and traditional online news sites in terms of audience perceptions of journalism values. In addition, this study examined the moderating effects of tone of negativity on journalism values. This study found native advertising has a greater negative influence on news credibility and online news site evaluation than banner advertising when native advertising is presented adjacent to negative editorial content about sponsored brands in the new-online-news-sites condition.
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