Communication Commons^™

From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman

Atlantic Marketing Journal

This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …

Podcast Advertising And Its Role In Higher Education Marketing, Mark D. Cistulli, Jason L. Snyder

Atlantic Marketing Journal

Podcast advertising has become an important component in marketing campaigns for organizations to reach their target audiences. With the explosion of popularity of podcasts, so too does the opportunity for marketers to promote their products and services. In this study, we are focusing on the impact of a graduate program ad on attitudes and behavioral intentions associated with the university in the ad. Participants were exposed to part of a podcast with the ad embedded mid-roll and then responded to a survey about their evaluation of the ad and subsequent intentions to consider attending graduate school at the university advertised. …

Posting About Goals On Social Media: The Unexpected Effect Of Posting Goal-Intention Photos Rather Than Goal-Pursuit Photos On Goal Attainment, Kelly Eunjung Yoon, Cornelia Pechmann

Atlantic Marketing Journal

Can posting photos online help individuals achieve their goals? Past research has generally found that posting about goals on social media increases motivation to achieve those goals. However, little is known about the consequences of posting different types of goal-related content. This research uses real-world Instagram data to test the effects of posting photos about goal pursuit (i.e., goal enactment behaviors) versus goal intention (i.e., goal planning or setting) on goal attainment. Our findings indicate a positive and significant relationship between posting goal-pursuit photos and goal attainment. Conversely, posting goal-intention photos yields no measurable effect. This finding challenges the generalized …

What Year Is It?, Kameron Neal, Movement Lab

Personal Work

No abstract provided.

Surveillance Studies, Kameron Neal, Movement Lab

Personal Work

No abstract provided.

Stereoscope Studies, Kameron Neal, Movement Lab

Personal Work

No abstract provided.

Rheology, Kameron Neal, Movement Lab

Personal Work

No abstract provided.

Sexual And Gender-Based Violence Against Women In Sports: Prevalence, Impact, And Interventions In East Africa, Hesbon Hansen Owilla, Nancy Achieng' Booker, George Nyabuga, Tulinagwe Mwampanga, Samantha Agasha, Liz Awino, Ella Smith

Graduate School of Media and Communications

This study investigated the prevalence, causes, and impact of sexual and gender-based violence (SGBV) against women in sports across Kenya, Uganda, and Tanzania. Employing a mixed-methods approach, the study combined quantitative surveys with qualitative interviews to explore the scale of SGBV, its root causes, and the lived experiences of female athletes. A cross-sectional descriptive design was adopted, with data collected from athletes, coaches, administrators, and sports officials from federations and associations in the three countries. Stratified and purposive sampling techniques at the federations, clubs and within the clubs was used and this ensured representation at multiple levels of the sports …

Policy Brief. Media Framing Of Sexual And Gender-Based Violence And Femicide: An Analysis Of News Stories In Select Kenyan, Ugandan And Tanzanian Media, Nancy Achieng' Booker, Hesbon Owilla, George Nyabuga, Olivia Sayani, Liz Awino, Rose Kimani, David Aduda

Graduate School of Media and Communications

This policy brief presents the findings of a regional study on media coverage of femicide and sexual and gender-based violence (SGBV) in Kenya, Uganda, and Tanzania. The study analysed coverage of femicide and SGBV between January 2024 and April 2025, from major digital platforms, supported by interviews with editors. It sought to understand how media frames femicide and SGBV, which actors are most visible, and what implications these patterns have for accountability, justice, and deterrence. The findings show that while victims of femicide are given extensive sympathetic coverage, with very high salience, perpetrators are almost entirely absent from media narratives. …

From Ads To Enrollment: Understanding How Targeted Marketing Affects College Choice, John W. Roberts

Theses and Dissertations--Educational Policy Studies and Evaluation

The purpose of this qualitative study is to explore the perceived impact of targeted marketing on college choice. Research on college choice is an established area of scholarship that explores the variables that are at work when a student chooses to attend a college or university. Given that the enrollment landscape for higher education continues to be competitive, colleges and universities are doing what they can to “stand out” among the competition in a crowded marketing and advertising space. And, as technology improves, segmenting and personalizing marketing to reach the right students at the right time is becoming more commonplace …

Negotiating Power Relationships In Interprofessional Health Care Groups, Allison L. Noyes

Communication Studies Faculty Works

This chapter examines the communication challenges associated with the hierarchical structure of power relationships among the health professions. It is commonly believed that balancing power relationships is crucial for successful interprofessional collaboration in providing patient care, but because hierarchy is deeply embedded in healthcare organizations, balancing power among health professionals may be an unrealistic ideal. This chapter therefore reframes thinking about professional hierarchy-from a monolithic absolute to a flexible and negotiable social order that can serve multiple purposes at different points in the patient care process. It proposes a communicative framework of interprofessional hierarchy negotiation that can help us to …

Use Of The Slur “Retard” Triples On X After Elon Musk Shares The Word In A Post, Bond Benton, Daniela Peterka-Benton

College of Communication and Media Scholarship and Creative Works

A joint study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media and the Department of Justice Studies shows that Elon Musk dramatically increased content containing the slur “retard” on X after using the term in a post. Highlights from the study include:

• A 207.5% increase in posts containing the r-word on X.
• 312,642 posts using the term r-word identified in the period studied.
• Google Trends Analysis showed a similar increase in online search activity related to the r-word.
• Indication of a broader …

Pride Month Support Can Generate 320% More Positive Social Media Posts For Companies; Dropping Support Can Increase Online Negativity By 165%, Study Finds, Bond Benton, Yi Luo, Jin-A Choi

College of Communication and Media Scholarship and Creative Works

A study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media showed the ongoing commitment to Pride Month by Universal Studios has been received positively online. In contrast, Target’s rolling back of support for Pride Month and diversity/inclusion elicited negative reactions in social media. Results show 320% more positive emotional sentiment in posts about Universal’s #loveisuniversal campaign, with 85% of posts advocating #BoycottTarget expressing negative emotions towards the company including anger, disgust, fear, and sadness. #BoycottTarget posts also contained 165% more negative emotions …

“R-Word” Slurs Triple On X After Donald Trump’S Thanksgiving Post Used The Word, Bond Benton, Daniela Peterka-Benton

College of Communication and Media Scholarship and Creative Works

A joint study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media and the Department of Justice Studies shows a dramatic increase in content containing the slur “retard” on X after Donald Trump’s Thanksgiving Day Truth Social post used the word. Findings showed a 225.7% increase in posts containing the r-word on X with 1,129,438 posts in the studied period. The most viewed, liked, and shared content analyzed enthusiastically endorsed use of the r-word. Results appear consistent with the period after other prominent …

The Atlas Of Intercultural Communication: Navigating Conflict Resolution With Cultural Intelligence, Luz Marina Erturk

Department of Conflict Resolution Studies Theses and Dissertations

As universities become increasingly multicultural, intercultural communication is becoming an essential skill across campus roles. This study examined the role of cultural intelligence (CQ) in conflict resolution within university settings. Using a phenomenological approach, it explored how individuals in administrative, management, or counseling roles applied CQ in communication, negotiation, and conflict resolution. Twelve participants were interviewed, and data collection spanned five months. The study applied Earley and Ang’s four-factor model of CQ, which includes metacognitive, cognitive, motivational, and behavioral dimensions. The developmental model of intercultural sensitivity (DMIS) was also used to interpret how participants’ levels of intercultural sensitivity shaped their …

Climate Change In The Local News: The Role Of Community Characteristics In Shaping Themes And Diversity, Hyerim Jo

Electronic Theses & Dissertations (2024 - present)

Despite widespread recognition of climate change and its localized impacts, research on how local media cover this topic remains limited. The first study of this dissertation analyzes 15,788 opinion articles published from 2013 to 2020 by 391 local newspapers in the United States to examine their volume, topics, and thematic emphases. Using automated text analysis methods, including Latent Dirichlet Allocation (LDA) and Analysis of Topic Model Networks (ANTMN), the study identifies 11 topics and three overarching themes. Findings indicate that the volume, topics, and themes evolved over time, likely influenced by the severity of climate-induced hazards and political and socioeconomic …

Charting A Path For Writing In Aviation: The Intersection Of Wac And Collegiate Flight Training, Kayla D. Taylor, Lindsey Ives

Graduate Student Works

Understanding how genre conventions shape written communication within collegiate flight programs is an emerging area of WAC research. Collegiate flight students, who will enter the aviation industry in a variety of roles, must be able to write in various genres, including incident and accident reports, in ways that allow a range of readers to partake in a proactive safety culture. This study explored how supplemental discipline-specific guidance affected the writing quality of incident report narratives composed by students at a flight school within an accredited university in the United States. Participants were either given no guidance, bullet-point guidelines, or examples …

Exploring The Stem Career Identity Development Of Black Women Across Their Lifespan, Veronica Hurd

Theses and Dissertations

Although STEM is the fastest-growing career sector, Black women are grossly underrepresented as they account for 2.5% of the workforce. Research highlights that this underrepresentation is due to racialized structures in K-12, postsecondary, and career settings that restrict Black girls’ and women’s STEM opportunities. While macrosystems such as hegemonic ideologies, attitudes, and social conditions shape Black girls’ and women’s opportunities in STEM, they continue to persist and achieve their career goals. To explore these barriers and Black women’s persistence in this industry, this study draws from the autobiographical memories of 10 Black women in the field or formerly in the …

A Theoretical And Empirical Adaptation Of Signaling Theory For Digital Communication: Examining Organizational Brand Identity And Credibility, Victoria Barbeisch

Electronic Theses & Dissertations (2024 - present)

This dissertation adapts signaling theory for digital communication and tests its relevance in strategic communication, specifically concerning unobservable organizational traits like brand identity values. Signaling theory explains how parties with unequal information (senders/signalers and receivers) use signals to bridge knowledge gaps and influence decision-making. While rooted in biology and economics, its application in computer-mediated communication (CMC) remains limited. This research addresses this gap through two primary aims. Aim 1 presents the first comprehensive theoretical adaptation of signaling theory for digital communication, consolidating fragmented research across multiple disciplines. Aim 2 investigates the theory's relevance in strategic communication related to unobservable brand …

Rethinking Rural Identity: Reimagining Rural Politics, Matthew B. Kirk

Electronic Theses & Dissertations (2024 - present)

This work chiefly consists of a genealogical critique of rural identity. Tracing the development and deployment of the concepts of rurality and rural consciousness, I argue that our current depictions of rurality as “spatial other,” replete with its harmful stereotypes, stem from a misconception about the nature of power. Political theorists’ and political scientists’ appraisals of rurality suggest that the set of actions that define rural politics are a product of their relative powerlessness. Rural locales’ removal from the center of power in urban spheres means that rural politics is reduced to reactionary, violent, and conservative political thought and engagement. …

Sealing The Deal: A Case Study Of A Private, Southeastern, Regional College’S Student Onboarding Practices, Alicia R. Gaston, Kristen Meyer, Tyler Ogden, Jennifer Perkinson, Casey Yocum Michaels

Doctor of Education Capstones

Each year, higher education institutions offer support to new, incoming students through an onboarding process that requires dedication and collaboration across multiple departments. Offering streamlined guidance and clear communication throughout the onboarding process is essential to ensure incoming students understand action steps without becoming overwhelmed with new terminology, processes, and environments. This explanatory case study is set to understand the current communication practices and technology use across onboarding departments at Brightside College – also referred to as Brightside or BC (pseudonym). The research team aimed to understand Brightside's onboarding staff's perspective of current processes and practices. With emphasis on the …

The Power Of Presence: Body Image In Disney's The Little Mermaid, Megan Chatelain

University of the Pacific Theses and Dissertations

This study explores how body image is represented in Disney’s The Little Mermaid across its 1989 animated film and the 2019 and 2023 adaptations. Grounded in Gerbner’s Cultivation Theory, the research examines how repeated media exposure shapes audience perceptions of morality, beauty, and identity—particularly through the portrayal of body size. Using a triangulated qualitative approach—reflexive journaling, content analysis, and survey responses—the study reveals consistent patterns: thin characters are depicted as virtuous, desirable, and heroic, while larger-bodied characters are often cast as villainous, comedic, or morally flawed. These associations were recognized by participants across all methods and confirmed through both reflective …

The Sisu Of It All: Authentic Application Of Vital Skills, Samantha Hull

STEMPS Faculty Publications

The article focuses on the integration of multiliteracy and media literacy within the Finnish education system and the role of school librarians in supporting this initiative. Multiliteracy is defined as the ability to obtain, combine, modify, produce, present, and evaluate information across various contexts and tools, fostering critical thinking and learning skills. The Finnish national curriculum emphasizes collaboration between classroom teachers and librarians to enhance educational experiences, with public libraries serving as vital partners in promoting lifelong learning. The article highlights the importance of creating authentic learning environments where students can practice real-world skills, ultimately preparing them to be engaged …

Vaccines And Publics: A Variety Of Engagement Experiences, David H. Lee

Publications and Research

This chapter is about some of the sites and scenes where members of the public are exposed to (and engage in) vaccination discourse. To preview, after a brief introduction, we begin with messaging models of communication, followed by the move from messaging to engagement. Next, case examples of public engagement with vaccines are introduced, from pandemic influenza preparedness in the U.S., to polio eradication initiatives in India, and then to COVID-19 public engagement events in England. Settings of public engagement are noted, including online, in churches and museums. Then, there’s a section about communication and public participation, seen as either …

What We Owe Each Other: An Examination Of Social Exchange Theory And Public Perception Of Healthy Relationships, Sarah R. Korbich

West Chester University Graduate Theses, Dissertations, and Final Projects

This study uses prior literature on social exchange theory and uses various frameworks to examine the public’s perception and comprehension of SET through examining user-generated content on TikTok. Social exchange theory is based upon the idea that when interacting with other persons, you are exchanging rewards and costs. This study was guided by two questions that explore how social exchange is generalized and understood by the public, and how well the public’s ideas of positively contributing to a healthy relationship aligns with operational measures of SET. This study’s intention is to encourage SET’s usage in application to relational contexts as …

Exploring Comparative Media Analysis And Its Application To Ghana, Eric Asiedu

Graduate Research Theses & Dissertations

This paper analyzes how Ghana’s media system (newspapers, radio, TV, and online news)works and compares it to Hallin and Mancini’s 2004 influential model, “Comparing Media Systems”. Their study mainly focused on Western countries like the United States and Europe. This paper tests its applicability to Ghana, located in West Africa. The paper examines four main areas of Ghana’s media: how media industries are set up and run, journalistic professionalism, how closely media outlets are connected to political parties, and how much the government controls or influences the media. The research found that Ghana’s media system has unique characteristics that differs …

Meme Wars As Socially Situated Learning: Learning In Online Communities Of Hate, Conspiracy, And Insurgency, Kevin M. Clark

Midwest Social Sciences Journal

Learning is important in a pluralistic democracy, to enable citizens to make informed decisions. However, with the rise of the internet and social media, we need more than ever to understand how learning is shaped by social context and intertwined with issues of identity and belonging. One theoretical framework that addresses these social aspects of learning comes from the work of Jean Lave and Etienne Wenger on socially situated learning in communities of practice. This article focuses on what many would consider to be the darker side of learning—the rise of hate, disinformation/conspiracy, and insurgency in online communities. Specifically, it …

A Content Analysis Of Doubt: How Latter-Day Saints Interact Online When One Of Their Own Seeks Answers, Leilani Naomi Mascio, Ronald Smith

Midwest Social Sciences Journal

This content analysis examines how members of the Church of Jesus Christ of Latter-day Saints (LDS) interact with doubting members in online forums, focusing on Facebook and Reddit. Analyzing 1,115 comments from four public posts (August 2024–January 2025), six emergent themes characterize these interactions: (1) normalizing doubt, (2) thought-terminating clichés, (3) bringing back to the fold, (4) hierarchical escalation, (5) attributing doubt to Satan, and (6) emotional reasoning. Findings reveal that LDS members overwhelmingly dominate these discussions, employing doctrinal language, personal narratives, and appeals to authority to reintegrate doubters. Notably, non-member interference was rare, suggesting moderated or self-selected engagement. The …

Tackling Paradoxes And Double Binds For A Healthier Workplace: Insights From The Early Covid-19 Responses In Quebec And Ontario, Daniel Côté, Amelia León, Ai-Thuy Huynh, Jessica Dubé, Ellen Maceachen, Pamela Hopwood, Marie Laberge, Samantha Meyer, Meghan K. Crouch, Joyceline Amoako

Études primaires

The urgency of managing the COVID-19 health crisis in workplaces led to tensions, work overload, and confusion about preventive measures. This study presents a secondary analysis of qualitative data on paradoxes and double binds (PDBs) experienced by precarious essential workers in Canada who interacted with the public and their supervisors. Based on 13 interviews from a larger qualitative dataset, we examine how workers navigated public health recommendations and organisational demands during the pandemic. Findings reveal multiple organisational and managerial PDBs—both COVID-19-related and pre-existing—that contributed to psychological distress and compromised well-being. We argue that PDBs represent a significant occupational health hazard …

Exploring Career Advancement Experiences Of Black Women In The National Used Car Industry, Christina Anderson

Theses and Dissertations

Black women’s workplace experiences in the national used car industry affect their career advancement opportunities. How can we account for these experiences and outcomes? Using intersectionality as a theoretical framework, this thesis examines how overlapping identities, such as race and gender, intersect to create unique experiences of oppression or privilege. Intersectionality as a theoretical framework can also explain the double marginalization that Black women often experience in specific industries, as the stereotypes associated with their race and gender combine and contribute to fewer opportunities for career advancement. As a result, Black women must be diligent when confronted with the stereotypes …