Search

Audience analysis is essential for creating successful messages across communication fields. The audience persona is an effective tool for understanding the characteristics and needs of a target audience. Through this unit activity, students experience the process of persona development, build skills in data collection and analysis, and gain in-depth understanding of a specific audience in preparation for subsequent messaging assignments. Courses: Strategic Communication, Public Relations, Content Marketing, Advertising, Public Speaking, Mass Communication, Social Media Communication, Mass Communication Research Methods. Objectives: Through this unit activity, students will be able to (1) apply the principles of audience persona development, (2) build skills in data collection and analysis, and (3) gain in-depth understanding of a core audience group as the basis for crafting effective messages.

Using citation analysis, this study identifies the most relevant journals in communication studies. The study analyzes citations from a representative list of 116 journals from subject areas within communication studies over a 30-year period and addresses research interests throughout the discipline. Results indicate that most journals cited in the literature were outside communication studies. This study provides an inclusive picture of where communication studies research is published by detailing the most-cited journals and provides evidence-based recommendations for collection management.

National survey of college mass communication students (N = 247) analyzed attitudes on the teaching of print and electronic media skills, using journalism students as comparison group. Previous research had not explored strategic communication student responses to convergence. Found identity variables within public relations (PR) field related to preference for web skills, as well as other strategic communication skills, but no such link among advertising students. Advertising students were most open to web skills overall, and PR students least.

Purpose: Previous studies have documented that exposure to stereotypical information about certain social groups leads to unfavorable perceptions and feelings toward that group. Integrating insights from the mental illness stigma and the social identity perspective literatures, the purpose of this paper is to explore the effects of eating disorder public service announcements (ED PSAs) that employ stigma formats through the lenses of the stereotype content model (SCM) and the Behaviors from Intergroup Affect and Stereotypes (BIAS) Map. Design/methodology/approach: The study followed an experimental control group design. Participants were exposed to either a stigmatizing or a non-stigmatizing PSA. Findings: Exposure to the stigmatizing PSA resulted in lower perceptions of warmth and competence being attributed to people who have an ED which further predicted greater feelings of contempt toward these individuals. The stigmatizing PSA also directly predicted greater feelings of contempt. Practical implications: The findings suggest that using stereotypes about EDs in PSAs aimed at preventing such diseases may elicit perceptions of low warmth and competence, further associated with increased feelings of contempt toward people who have an ED in healthy individuals. Social implications: The stereotyping effects of PSAs may reduce the social and emotional support that people with EDs receive and may exacerbate their emotional distress. Originality/value: From a theoretical point of view, these results extend the understanding of mental illness stereotypes from an intergroup, SCM and BIAS Map perspective as it applies to EDs. More importantly, this study draws attention to possible unintended consequences of PSAs, a matter that is rarely researched, but that can have severe implications.

Enrollments in journalism and mass communication programs in the United States in the fall of 2013 were down from a year earlier for the third year in a row. Enrollments dropped at the bachelor's, master's, and doctoral levels, and the number of freshmen and sophomores were down dramatically from a year earlier. Enrollments in the journalism specialty have dropped, and enrollments in advertising and public relations also have stagnated. While the overall field of communication also seems to be slowing in terms of growth, the subfield of journalism and mass communication has been particularly hard hit.

In this study, the impact of subjective norms on mass communication students' intentions to adopt new media production technologies was explored. The results indicated that subjective norms play an instrumental role in explaining behavioral intentions to adopt new media technologies. Moreover, the data indicated that public relations students scored slightly lower on the behavioral intentions scale than their advertising and journalism colleagues. However, no evidence was found that the relationship between subjective norms and behavioral intentions differs on the basis of major classification. This study concludes by discussing practical implications for educators tasked with providing instruction on new media production tools.

A study of news media and strategic communication majors (n = 273) revealed differences in regard to personality indices and impetuses for selecting to pursue degrees. Showing overall agreement in the importance of openness, agreeableness, and conscientiousness, strategic communication students were significantly higher in their ratings of agreeableness. News media students were significantly higher in their ratings of openness. In addition, news media students stated a significantly higher rating of the importance of altruistic purposes. Strategic communication students placed higher emphasis on financial gain. Implications for pedagogy and the profession are discussed. (Contains 2 tables and 39 notes.)

With declining budgets and increased pressure to deliver a prepared and hirable workforce, universities must look externally for resources to assist with recruiting and retaining top students. This nationwide survey of journalism and mass communication programs shows that while some programs have reached out to external professionals for advice and support, many units seem reluctant to take advantage of industry experts. While administrators and faculty at programs with advisory boards are aware of and motivated by advice of board members, students generally have limited interactions with board members. Best practices are known and can be implemented. (Contains 50 endnotes and 3 tables.)

Creativity is the central source of meaning for humans and is inseparable from critical thinking. Creativity and critical thinking are required in the fields of communication, public relations, and advertising. Most college students know the "rules" of the "game" of schooling, but for the majority, creativity has been all but extinguished by the time they graduate from high school. The current educational system, designed to prepare workers for an industrial society, is struggling to provide the skills required for the global information age. Creativity, cooperation, and communication are the skills required for success in this age. Tolerance for ambiguity and uncertainty is part of the ability to work with ill-defined problems, the uncertainty when faced with multiple options, and the willingness to delay closure or decision. Perseverance and persistence are characteristics of creative people, and may be related to tolerance for ambiguity. Working through ill-defined problems takes work and time. Taken together, perseverance, persistence, and toleration of ambiguity imply a willingness to experience failure. It is critical that students understand and embrace ambiguity and lose the fear of failure if they are to engage fully in the creative process. In this article, the author describes some activities that can be included for these creativity principles: (1) Curiosity; (2) Experience; (3) Senses; (4) Embracing Ambiguity; and (5) Whole-Brain Thinking. Each of these principles is related to the campaign-planning process using written assignments, presentations, and discussion. A list of references and suggested readings is included.

An exploratory study surveyed 59 colleges and universities concerning their advertising practices, specifically media usage, importance of communication objectives for institutional messages, and the importance of audiences targeted for advertising. All major media were used by most of the institutions. Communication objectives mentioned most often included general image enhancement and awareness of the institution. (Author/DB)

Presents results of a survey of 158 master's degree programs in mass communication disciplines regarding: thesis, project, and coursework-only options; course requirements; and core courses most frequently required. Compares these findings with those from earlier studies. (SR)

Educators of the gifted are urged to use effective media strategies to promote gifted programs, including cultivating contacts with media personnel; targeting newsworthy content; selecting an appealing format for content; enhancing program image through use of the Driver Rider Matrix; writing effective news releases and features; making radio and television presentations; and preparing a newsletter. (DB)

Corporate influence is a defining characteristic of mass media in the U.S. A typical introductory textbook devotes a number of chapters to the economic structure of the mass media including advertising, public relations, and corporate ownership, then also includes chapter sections on the economics of the various media (television, radio, newspapers, etc.). It is crucial that students notice and learn to evaluate the position of advertisements in the media. Additionally, current research on effective teaching emphasizes the power of collaborative and active learning. This article presents an exercise in which students will be able to distinguish between advertising and editorial content; compare the economic differences among magazines; analyze the relationships among articles, advertising, and audience; and practice content analysis. This exercise requires a capable and fluid teaching style, where the instructor can respond spontaneously to students' varied analyses while also moving them in a common direction. For those who may find teaching the same content every semester tedious, this exercise allows for the exploration of a variety of magazines in unpredictable ways. In addition, it may be used in other courses. Because issues of race, class, gender, and ethnicity are so prominent, the exercise is also relevant for any communication courses that discuss these cultural dynamics.

It is not so long ago that universities shunned words such as "public relations" and "marketing," preferring to describe staff working in these areas as information officers and even assistant registrars and with such staff drawn from a cadre of generalist administrators. If they really had to be specific, then an acceptable word was "publicity". But changing times bring changing needs. And while, for example, PR professionals have long talked about the fundamental of public relations being to build mutual understanding between an organisation and its publics, today this readily translates into the essential need for universities to engage with their stakeholders. In this article, the author discusses the relevance of communications, PR, and marketing in universities from the past, the present, and the future.

Annotates a number of journal articles dealing with a variety of subjects, including (1) advertising, (2) audience and communicatory analysis, (3) broadcasting, (4) communication theory, (5) courts and the law, (6) media criticism, (7) editorial policy and methods, (8) journalism education, (9) government and media, and (10) technology. (FL)

Provides a selected annotated bibliography of articles on mass communication published in January, February, and March 1987 in trade, scholarly, and general publications in the U.S. and abroad. Includes the topics of advertising, editorial policy and methods, history and biography, women and media, and visual communication. (MM)

Offers an operational definition and typology of advocacy and image advertising as complementary forms of institutional advertising. Examines two of the more important forms of advocacy advertising--paid print editorials appearing on the "op-ed" page of the "New York Times" and the "advertorials" in two principal professional journals of the press. (MM)

Lists and annotates more than 200 articles on mass communication, grouped according to topic. Topics include advertising, broadcasting, courts and law, criticism and defense of media, journalism education, history and biography, foreign countries, public relations, and technology. (GW)

Presents the results of a survey of perceived quality of doctoral programs in mass communication as rated by members of the Broadcast Education Association and members of the Association for Communication Administration. (MS)

Differences between advertising and public relations are described, and basic elements of public relations are outlined: community relations, special events, and publicity. Examples of successful community relations and special events conducted by corporations are noted. Techniques for acquiring publicity are described using the acronym NEWS (new, exciting, wow, so what). (JDD)

Lists and annotates 200 articles on mass communication, grouped according to topic. Topics include advertising, audience and communicator analysis, broadcasting, courts and law, education for journalism, government and media, international, management, public relations, and visual communication. (GT)

Lists and annotates more than 200 articles on mass communication, grouped according to topic. Topics include advertising, broadcasting, courts and law, journalism education, history and biography, international, public relations, visual communication, and women and media. (GT)

Lists and annotates more than 200 articles on mass communication, grouped according to topic. Topics include advertising, broadcasting, courts and law, criticism and defense of media, history and biography, international, public relations, visual communication, and women and media. (GT)

Lists and annotates more than 200 articles on mass communication, grouped according to topic. Topics include advertising, broadcasting, courts and law, government and media, history and biography, international, management, public relations, and visual communication. (GT)

Discusses factors involved in the decision to use electronic media in educational marketing. Explains the use of public service programing and paid commercials, including the information needed from the station, the possibility of in-house production, and methods of choosing the medium and air time to purchase. Mentions alternative media and inquiry-answering procedures. (DD)

Compared public relations sections in 12 introductory mass communication texts and found a confusion about the relationship of advertising and public relations, a lack of historical background, and an antipublic relations stance. Journal available from Communication Research Associates, 7100 Baltimore Blvd., Suite 500, College Park, MD 20740; sc $7.85. (PD)

Includes 1800 citations relevant to the practice and professional development of public relations, in the following categories: public relations, communication, research, media relations, publicity, advertising, health and welfare, lobbying, and activism, etc. (Available from Communication Research Associates, 7100 Baltimore Blvd., Suite 500, College Park, MD 20740; sc $7.50.) (PD)

According to experts, the rise of consumerism in Slovakia is associated with the end of communist totalitarianism. However, consumerism is a common phenomenon in developed countries of Western Europe as well, where the relaxation of the social happened for different reasons. Consumerism was accompanied by an increase in alternative "spiritual" trends (e.g. new religious movements) and an increase in the number of client cults such as Herbalife. The new "alternatives" have proven to be able to adapt to the current needs of humanity, and address the depths of human being. The current paper presents an analysis of the forms under which Herbalife reached old and new customers online, in the context of mass media and marketing communication. In order to identify the forms of effective advertising employed by Herbalife in reaching new or existing customers, the paper carried out content analysis of the main and official websites of the company. [ABSTRACT FROM AUTHOR]

Several studies have focused on the impact of the main communication tools on political performance. However, little academic attention has been given to examine the influence of each communication strategy on voters as "consumers." The researcher aims to test the relationship between each of the four main communication tools (i.e. public relations, media, advertising, and social media) and political performance, and the relationship of each of the aforementioned communication tools with the "offering" of political products that focus on voters. A survey of U.S. politicians indicates that public relations, media, and social media have a significant positive effect on political performance; public relations and social media also have a significant positive impact on the "offering" of products that focus on voters. In turn, the results show a significant positive relationship between political performance and the "offering" of political products that focus on voters. [ABSTRACT FROM AUTHOR]

The continuing technological development of the advertising and public relations (PR) industry and increasing transfer of marketing expenditures from traditional channels to emerging digital media have placed a heavy burden on advertising and PR education. While it is not clear how educators are responding to the digital challenge, this study provides a complete picture of advertising and PR digital media education in the United States. Through a content analysis of curricula from 99 universities with advertising and PR programs, we found that nearly one-quarter (23.5%; n = 1,128) of advertising and PR major courses taught digital media and that digital media education placed greater emphasis on skills courses. Furthermore, the advertising and PR discipline was still based on mass communication, journalism, and marketing rather than computer-related fields. It is hoped that this article will shed some light on the digitalization of future advertising and PR education. [ABSTRACT FROM AUTHOR]

This article focuses on aggregate internship data from an accredited Midwestern mass communications school to illustrate how feedback loops inform curricula and assessment according to standards of the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC). A sample survey instrument is shared with data directly related to ACEJMC values and competencies. Final recommendations are made to help accredited programs earn compliance in assessment by using direct and indirect measures from internships. [ABSTRACT FROM AUTHOR]

ARRAY(0x55f3aa3c3ac8) [ABSTRACT FROM AUTHOR]

With the rise of non-traditional mass media techniques, the communication flow and the relationship between the message benefactor and the message receptor has evolved. In the first decade of the 21st century, industries marketing a product or a service used to address various segments of targeted audience trough customary advertising and public relations methods, such as public figures and celebrity endorsement, specialists 2 steps flow advertisement, and strategic promotional campaigns. The opinion leaders who influence the target audience decision making in those cases are either celebrities or specialists in their fields; influencers considered as idols and trusted by respective clients. For example, in 2 010 "Sensodyne" toothpaste's 30 seconds advertisement targeting Middle Eastern consumers is made of a 2 steps flow advertisement consisting of a short interview with a professional dentist recommending the product. In the second decade of the century, after the rise of digital media, the industry is witnessing a rapid change that is manifested in a growing switch from regular advertising and public relations practices to revamping innovations such as pop-ups, product placement, focused events, and blogs. According to Talcott Parsons' collective behavior theory, humans are shifting from individual choices to mass-choices, especially when influenced by an accelerating factor, the opinion leaders. After 2 010, people shifted the trust and choice dependence to bloggers with critical thinking (smart shoppers), especially that bloggers are at the same time consumers and contributors. Additionally, people also moved to digital advertisements going off the screens and to e-commerce marketing based on personal feeds and user searches interests. In 2 019, 53% of the total population is internet users, consumers are influenced by "brand-new" opinion leaders. The blogs, digital advertisement, and e-marketing effectiveness continue to rise. Even more, some consumers are shifting from consuming products they were loyal to, into consuming other products advertised and recommended by opinion leaders. This study focuses on the clientele growth of three Lebanese wellknown blogs, a food review blog "NoGarlicNoOnion", a tourism blog "Live Love Lebanon" and a beauty blog "Feel 22". Then again, would present-day opinion leaders remain dependable or would costumers be oriented to other marketing techniques? [ABSTRACT FROM AUTHOR]

The news increasingly provides help, advice, guidance, and information about the management of self and everyday life, in addition to its traditional role in political communication. Yet, such forms of journalism are still regularly denigrated in scholarly discussions, as they often deviate from normative ideals. This is particularly true in lifestyle journalism, where few studies have examined the impact of commercial influences. Through in-depth interviews with 89 Australian and German lifestyle journalists, this article explores the ways in which journalists experience how the lifestyle industries try to shape their daily work, and how these journalists deal with these influences. We find that lifestyle journalists are in a constant struggle over the control of editorial content, and their responses to increasing commercial pressures vary between resistance and resignation. This has implications for our understanding of journalism as a whole in that it broadens it beyond traditional conceptualizations associated with political journalism. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Accounting & Management is the property of Croatian Accountant and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Background: Public awareness campaigns for cancer are used to alert the UK population to symptoms which, if experienced, should be discussed with their general practitioner (GP). More timely diagnosis of cancer is assumed possible if patients with the appropriate symptoms present to GPs and GPs recognise the need to act on these symptoms. Objective: To investigate GPs’ perceptions and experiences of public awareness campaigns for cancer. Methods: Semi‐structured interviews with 55 GPs from practices in the North and North East of England and Greater London. Interviews were recorded and transcribed verbatim. Repeated reading of GP transcripts engendered thematic analysis and co‐coding ensured legitimacy of findings. Results: Participants supported the underpinning ethos of public health campaigns and articulated a commitment to engaging with patients with respect to cancer warning signs and symptoms despite the common perception that public awareness campaigns increased numbers of consultations. Tensions were evident with regard to increased demands on GP time and primary care resources during a period of major upheaval within the NHS. Concern was raised that some patients remain outwith the reach of campaign messages. The complexity of addressing how public health messages compete with other issues in people's lives was identified as challenging. Conclusions: General practitioners provided insight into why some members of the general public do not engage with public health messages. Public health/primary care interaction that incorporates GPs' knowledge of their patient populations could advance the search for solutions to a more robust approach to earlier cancer recognition and referral in primary care. [ABSTRACT FROM AUTHOR]

This article examines the effectiveness of descriptive norm cues in the context of green advertising for large grocery chains through the lens of the persuasion knowledge model. Across two experiments with real brands, the authors demonstrate that descriptive norms in green advertising can activate consumers' perceptions of deceptive intent on the part of the marketer, resulting in negative attitudes and less compliant green buying intentions. The results suggest that green advertising might be more productive if retailers frame their messages without descriptive norm cues and reliance on whether they are seen as “green” (e.g., Whole Foods) or “non green” (Wal-Mart). [ABSTRACT FROM AUTHOR]

The field of communication, with all its ramifications, is nowadays, one of the most dynamic and challenging research areas. The recent developments of communication technologies demand a permanent reconfiguration of the conceptual tools which can be used in the theoretical and empirical approach of the field. The recent developments within the sphere of the communicational technologies contribute at the augmentation of the impact of media communication, both on the individual, and on the society at large. In this framework, the necessity of the investigation from multiple perspectives of media communication becomes obvious. One of the scholars whose researches offer such a perspective is Delia Balaban, PhD. [ABSTRACT FROM AUTHOR]

This paper aims to identify the most recurrent linguistic devices used in advertising texts. As previous research has established that language use shapes and determines consumer behavior, its importance in any advertising message is unquestionable. Therefore, we propose to find out the most widely used linguistic patterns, grammatical structures, and occurrence of certain linguistic features by investigating a corpus of advertising messages selected from print and online media. [ABSTRACT FROM AUTHOR]

In recent years, the United States has recognized an increasing need for individual-level disaster preparedness, with federal, state, and local government agencies finding only limited success in instituting campaign-based disaster preparedness programs. Extant research indicates Americans generally remain poorly informed and badly unprepared for imminent disasters. Vested interest theory (Crano, 1997) is presented as a framework for designing and testing the effectiveness of television-based disaster preparedness campaign messages. High- and low-vested versions of an extant control message are compared to assess message efficacy as indicated by behavioral intentions, message acceptance, and preparedness related attitudes. Results indicate television-based video public service announcements manipulated with subtle message variations can be effective at influencing critical preparedness-related attitudes. The high-vested condition performed significantly better than the low-vested and control conditions for both behavioral intentions and perceptions of self-efficacy, two vitally important outcome variables associated with disaster preparedness. [ABSTRACT FROM AUTHOR]

The hypothesis from which we start is that according to which the simplification function of reality is closely linked to the idea of trust. The image of a product or of an institution is to awaken the client's or consumer's confidence. And trust is a tool of simplifying the reality (Balaban, 2009, p. 52). The success of advertisement depends on the interpretative chemistry of consumer situations plausible imagined, interacting with structures with familiar and accepted values. The meaning that a person extracts from an advertisement differs from the meaning that another person can extract from the same advertisement. These symbols used in advertisements, which are subject to interpretation, understanding, signification, may take the form of words, pictures, music. Due to the fact that the messages task is to change behaviors, and behaviors are most easily changed and oppose the slightest resistance to change are those within the scope of ideals therefore, images must be idealized descriptions (Pitariu & David, 2009 p. 71). [ABSTRACT FROM AUTHOR]

Contemporary propaganda is ubiquitous in our culture today as public relations and marketing efforts have become core dimensions of the contemporary communication system, affecting all forms of personal, social and public expression. To examine the origins of teaching and learning about propaganda, we examine some instructional materials produced in the 1930s by the Institute for Propaganda Analysis (IPA), which popularized an early form of media literacy that promoted critical analysis in responding to propaganda in mass communication, including in radio, film and newspapers. They developed study guides and distributed them widely, popularizing concepts from classical rhetoric and expressing them in an easy-to-remember way. In this paper, we compare the popular list of seven propaganda techniques (with terms like "glittering generalities" and "bandwagon") to a less well-known list, the ABC's of Propaganda Analysis. While the seven propaganda techniques, rooted in ancient rhetoric, have endured as the dominant approach to explore persuasion and propaganda in secondary English education, the ABC's of Propaganda Analysis, with its focus on the practice of personal reflection and life history analysis, anticipates some of the core concepts and instructional practices of media literacy in the 21st century. Following from this insight, we see evidence of the value of social reflection practices for exploring propaganda in the context of formal and informal learning. Crowdsourcing may help create increased informational clarity for consumers because ambiguous, incomplete, blurry and biased information actually inspires us to have conversations, share ideas, and listen to each other as a means tofind truth. [ABSTRACT FROM AUTHOR]

In this study, the impact of subjective norms on mass communication students’ intentions to adopt new media production technologies was explored. The results indicated that subjective norms play an instrumental role in explaining behavioral intentions to adopt new media technologies. Moreover, the data indicated that public relations students scored slightly lower on the behavioral intentions scale than their advertising and journalism colleagues. However, no evidence was found that the relationship between subjective norms and behavioral intentions differs on the basis of major classification. This study concludes by discussing practical implications for educators tasked with providing instruction on new media production tools. [ABSTRACT FROM PUBLISHER]

Understanding online social networks is of critical importance to the plastic surgeon. With knowledge, it becomes apparent that the numerous networks available are similar in their structure, usage, and function. The key is communication between Internet media such that one maximizes exposure to patients. This article focuses on 2 social networking platforms that we feel provide the most utility to plastic surgeons. Ten tips are provided for incorporation of Facebook and Twitter into your practice. [ABSTRACT FROM PUBLISHER]

Courses: Public Relations Campaigns, General Introduction to Mass Media Objective: The following exercise helps students on the public relations campaigns course understand how to: 1. Use public relations and advertising together, as well as separately, in a way that is in harmony with the client's goals, objectives, and budget. 2. Combine advertising and public relations in such a way to give an integrated marketing force that is actually greater than the sum of its parts. 3. Make crucial decisions about which public relations or advertising tactics are appropriate and effective, accounting for constraints such as time and money. [ABSTRACT FROM AUTHOR]