Small Programs 2017 Abstracts

“Using Their Own Voice”: Learning to Tell Stories with Instagram • Robert Byrd, University of Memphis; Pamela Denney • This study explores the use of Instagram as a storytelling platform in journalism education. A post-only quantitative and qualitative questionnaire was used to assess an Instagram storytelling assignment in university reporting courses. The key findings include the overall success of the assignment in requiring students to creatively tell stories while problem solving in the field. Students completing the assignment honed skills in photography and interviewing as well as posting compelling stories to Instagram. These multimedia skills are critical in today’s media organizations.

The Trifecta: Cross-Disciplinary Collaboration Among Journalism, Public Relations and Video Production Students in a Simulated Environment • Paul Ziek, Pace University; Katherine Fink, Pace University • Communications disciplines in higher education use experiential learning to bring together theory and practice. However, experiential learning settings often lack opportunities for cross-disciplinary collaboration. This paper describes a simulation, dubbed “The Trifecta,” which brought together students in journalism, public relations, and video production courses to produce multi-platform communications in a fictional municipality. Students were then surveyed. Results show that the students learned about all three disciplines, and began to understand nuances about forming cross-disciplinary relationships.

How to Communicate University Reputation: In-depth Interviews of Parents to Understand Their Perceived University Reputation and Communication Behavior • Youngah Lee, Ball State University; Christa Burkholder, Ball State University • This study conducted in-depth interviews with 29 parents of prospective college students, who are a target public of university marketing efforts. We explored how university communication influenced parents’ attitudes, reputation perception, and communication behavior. The research findings are most relevant to small and medium-sized universities as they have less marketing budget, but their strong organizational identity and culture communicated through the internal stakeholder’s experience can significantly influence prospective parents’ favorable cognitive and behavioral intentions.


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