Public Relations and Advertising Commons^™

Deepfakes As Crisis Triggers: Experimental Evidence On Response Strategy Effectiveness, Responsibility Attributions, And Sharing Intentions, Alicia Mason, Mariah Laman, Tanner Glenn, Treyton Meyers

Faculty Submissions

The term deepfake refers to falsified media content created using artificial intelligence (AI) technologies to manipulate audio, video, or images. Deepfake news fabrications are designed to appear highly realistic, making it difficult for audiences to distinguish them from authentic content. Responding to deepfake-induced  reputational threats therefore presents a unique challenge for organizations. Despite the growing prevalence of deepfake technology, little experimental research has examined how different crisis communication strategies perform in mitigating the reputational and relational harm posed by deepfake-induced crises. Accordingly, this study seeks to (1) examine how exposure to deepfake news relates to public perceptions and affect toward …

Digital Touchpoints: Investigating Contact Page Accessibility And Visual Authenticity Within Medical Tourism Health Websites, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers, Sakshi Bhati, Himika Akram

Faculty Submissions

This study examines two critical digital touchpoints on medical tourism provider (MTP) websites: (1) the accessibility of contact pages which often function as entry points for inquiries, scheduling, and pre-travel coordination, and (2) the authenticity of visual imagery used to shape expectations about care environments, personnel, and technological capacity. A sample of 105 MTPs across all six World Health Organization regions were analyzed using quantitative web accessibility testing and qualitative visual analysis. Results indicate pervasive accessibility errors on contact-page touchpoints and extensive reliance on inauthentic imagery to depict patients, providers, and medical technologies. Together, these practices may distort user expectations …

Exploring The Web And Language Accessibility Of Medical Tourism Providers’ Websites: Implications For Online Marketing And Patient Recruitment Practices, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers

Faculty Submissions

Background: Web accessibility as an attribute of the digital presence of organizations has been studied across domains and contexts. Our study aims to add to existing lines of research inquiry by examining the web and language accessibility of medical tourism provider (MTP) websites commonly used to market and promote international medical tourism treatments and services globally.

Objective: This study aims to (1) systematically analyze the web and language accessibility of MTP online health messages and (2) discuss challenges and implications for medical tourists’ user experiences when seeking health information online.

Method: We conducted an exploratory quantitative content analysis of web …

The Ability Of Chatgpt To Aid In The Rapid Development Of Inoculation Message Treatments: A Case Study And Recommendations, Alicia Mason, Josh Compton, Griffin Cooper

Faculty Submissions

One of the most widely known types of AI technologies in recent years is ChatGPT. ChatGPT is a state-of-the-art language model that has revolutionized natural language processing by generating human-like text with context and coherence, enabling new possibilities for human-AI interaction (Brown et al., 2020). This case study reports on a 10-week conversational AI training initiative to assess whether ChatGPT4 can (a) identify the structural elements and features of conventional inoculation messages (i.e., forewarnings and preemptive refutations); (b) augment inoculation message design features (i.e., linguistic signatures, language, and length); (c) adapt messages for specific audiences (i.e., younger populations, experts); and …

A Multilayer, Multimethod Web And Language Accessibility Analysis Of U.S. Nonprofit Organization Websites: Considerations For The Marketing And Promotion Of Online Giving, Alicia Mason, Lauren Baldwin, Tatum Ahring

Faculty Submissions

In lieu of recent declines in individual giving to US nonprofits focused on social causes, education, environment, and animal welfare, this study examines the web and language accessibility of US nonprofit websites. By examining potential accessibility design barriers, we seek to understand whether US nonprofit organizations are limiting their outreach to online donors, specifically persons with disabilities (PwDs). Nonprofit websites were systematically and randomly sampled from Charity Navigator's Alphabetical Listing of the Top 1000 Most Visited Charities database. Using a multimethodological approach consisting of manual verification and computer-automated analysis techniques, we assess the web and language accessibility of leading US …

Recasting Gender Roles: A Study Of Indian Television Commercials (2011– 2020), Himika Akram, Alicia Mason

Faculty Submissions

On media, television commercials (TVCs) play a significant role in shaping societal perceptions of gender roles. This study examines gender depictions in Indian TVCs, focusing on key dimensions such as gender ratio in primary characters, voiceovers, settings (home, outdoor, workplace), and product categories. A content analysis of 120 TVCs from Indian brands (2011–2020) was conducted, with coding performed by the researcher. Findings reveal that men were primary characters in 54.6% of the advertisements, while women featured in 45.4%. Male voiceovers dominated at 70.1%, compared to 29.9% for females. Women were portrayed in home settings in 66.7% of TVCs, while men …

Fandom And Activism: Experimenting With Memetic Communication Appeals About Human Rights Issues During The 2022 Winter Olympic Games, Alicia Mason, Elizabeth Spencer, Tricia Combs, Tanner Glenn, Brooklyn Peterson, Isaac Lewis, Emerson Tice

Faculty Submissions

In the sports context, activism is a popular focus of inquiry. In fact, scholars have posited that sports present an ideal platform for human rights and political activism and protest (Agyemang, Singer, & DeLorme, 2010; Coombs & Cassilo, 2017; Kaufman & Wolff, 2010). This study aims to analyze the persuasiveness of memetic communication in the global sports context by investigating the influence of exposure to social advocacy memes on issue importance and general attitudes toward global human rights. This experiment relied on MTurk participants in an online experiment using Qualtrics software hosted by the Communication Research Lab at a Midwest …

Medical Tourism & Communication, Alicia Mason

Faculty Submissions

Medical tourism (MT), sometimes referred to as health tourism or medical travel, involves both the treatment of illness and the facilitation of wellness, with travel. Medical tourism is a multifaceted and multiphase process involving many agents and actors that requires careful planning and execution. The coordinated process involves the biomedical, transportation, tourism, and leisure industries. From the communication perspective, the process can be viewed as a 5-stage model consisting of the: (a) orientation, (b) preparation, (c) experiential and treatment, (d) convalescence, and (e) reflection phases. Medical tourism is uniquely situated in a nexus of academic literature related to communication, business …

Analyzing The Prophylactic And Therapeutic Role Of Inoculation To Facilitate Resistance To Conspiracy Theory Beliefs, Alicia Mason, Josh Compton, Emerson Tice, Brooklyn Peterson, Isaac Lewis, Tanner Glenn, Tricia Combs

Faculty Submissions

Conspiracy theories pose a variety of social and psychological consequences for individuals and society, and research suggests that around half of the U.S. population believes at least one. A two-phase inoculation experiment was conducted. Inoculated participants reported more negative general attitudes toward conspiracy theories and lower Phase II generic conspiracist beliefs, which are both indicators of harm-reduction and the beneficial healing impacts of therapeutic inoculation. The addition of therapeutic inoculation as a harm-reduction or healing technique in practitioners’ stakeholder response toolkit is a valuable contribution to both theory and practice.

Images Of Alzheimer’S: A Visual Analysis Of The Imagery Used To Globally Market Alzheimer’S Services Online​, Elizabeth Spencer, Alicia Mason

Faculty Submissions

Currently more than 46 million people are living with dementia globally (ADI, 2015). The World Health Organization (WHO) reports the worldwide population of persons 60 years of age and older will more than triple between 2000 and 2050 to two billion. The concept of Western patients receiving long-term dementia care in foreign countries is a new and emerging phenomenon (Gray, 2013; Pomareda, 2014; Wegerer, 2014). This study examines the visual images within Alzheimer’s care facility websites (n=105) and uses a cross cultural comparison lens to contrast differences in patient representations and treatment facilities. The goal of this study is to …

Medical Tourism: The Role Of Communication Regarding Risks And Benefits Of Obtaining Medical Services Abroad., Kevin Wright, Alicia Mason

Faculty Submissions

The ever-increasing globalization of healthcare has led to a greater number of consumers using the World Wide Web for the purpose of accessing health information and medical services that transcends international borders (Kangas, 2010; Lunt, Mannion, & Exworthy, 2012; MacReady, 2007; Snyder, Crooks, Adams, Kingsbury, & Johnston, 2011). When faced with the high cost of health care or limited treatment options in the United States, more and more Americans are looking to developing countries to obtain a variety of health-related services, including cosmetic surgery, dentistry, diagnostic testing, fertility treatment, and major surgeries such as heart valve operations and organ transplants …