Public Relations Division

Doug Newsom Award for Global Ethics and Diversity
How Do Stakeholders React to Different Levels of LGBTQ-related Diversity and Inclusion CSR in India? Examining Social Acceptance, Perceived Fit, and Value-driven Attribution • Nandini Bhalla, Washington and Lee University; Yeonsoo Kim, James Madison University; Shudan Huang • This study examined stakeholders’ responses toward LGBTQ-related diversity and inclusion CSR practices in India. The study proposed a dual-route model and explored how different degrees of LGBTQ-DI CSR practices (i.e., active, passive and refusal) influence stakeholders’ perception of CSR levels, CSR fit evaluation and CSR attribution and in turn, impact CSR outcomes (i.e., corporate evaluation, supportive communication intent and purchase intent). An online experiment with real stakeholders in India was conducted. The findings suggest an interaction influence between social acceptance and perceived levels of CSR on CSR fit. Also, CSR- induced value-driven motives can strongly influence CSR associations. Practical and theoretical implications are discussed.

Open Competition
Examining Problem Chain Recognition Effect: How Issue Salience and Proximity Impact Environmental Communication Behaviors? • Nandini Bhalla, Washington and Lee University • This study applied the STOPS theory and tested the mechanism of problem chain recognition effect in the realm of environmental communication. Using a 2 (environmental issue salience: salient vs. non-salient) × 2 (environmental issue proximity: local vs. global) experimental design, this study found that if individuals have high motivation for climate change problem, they are more likely to perceive and talk about other related lesser known environmental issues (air pollution/land degradation).

CSA and the OPR: Corporate Attachment and Stakeholder Motivations to the Organization-Public Relationship • Jonathan Borden, Nowhere • As increasing professional and academic interest turns towards corporate social advocacy as a practice, it is crucial we consider theoretical frameworks to understand the mechanisms of CSA’s effects on the organization-public relationship. This study applies the attachment theory of interpersonal relationships to understand how corporate political behaviors can motivate stakeholder attitudes and behavioral intentions.

Towards a Conceptualization of Corporate Accountability • Jonathan Borden; Xiaochen Zhang, University of Oklahoma • Corporate accountability remains a significant construct in normative public relations theory and in applied crisis response, yet it remains ambiguous in practice. This research operationalizes a three-factor accountability scale based on the extant literature and validates this scale among three sample publics. Implications for both theory and practice are discussed.

* Extended Abstract * Effective Social Media Communication for Startups in China: Antecedents and Outcomes of Organization-Public Dialogic Communication • Zifei Chen; Grace Ji, Boston University • This study examines the mechanism through which startups can drive publics’ trust and positive word-of-mouth using effective social media communication. Results from an online survey with 1,061 social media users in Mainland China revealed that startups’ conversational human voice and social presence on social media helped drive organization-public dialogic communication, and startups’ organization-public dialogic communication, in turn, fostered publics’ trust and positive word-of-mouth. Theoretical and practical implications are discussed.

CEO Activism & Employee Relations: Factors Affecting Employees’ Sense of Belonging in Workplace • Moonhee Cho, University of Tennessee; Sifan Xu, University of Tennessee Knoxville; Brandon Boatwright • Acknowledging the importance of CEO activism in employee relations, this study examined how perceived employee-CEO value fit influences employee’s sense of belonging. Furthermore, using expectancy violation theory (EVT) and the concept of salience, this study explored moderating effects of expectation-reality discrepancy and salience of CEO activism. Conducting an online survey with 429 employees in the U.S., the study provides both theoretical and practical implications for effective CEO activism.

* Extended Abstract * Balancing Between a Global and Local Perspective in the Public Relations Agency Industry • Surin Chung, Ohio University; Suman Lee, UNC-Chapel Hill; Euirang Lee, Ohio University • This study examined the current status of globalization and localization of public relations industry and its market environmental factors by analyzing 101 countries. Using content analysis and the secondary data analysis, this study found that the degree of globalization of public relations industry in a country was influenced by its economic (foreign direct investment inflow), legal (rule of law), cultural (power distance, individualism, masculinity) and media system (press freedom) factors. The degree of localization of public relations industry in a country was also influenced by its economic (trade) and media system (press freedom) factors.

Building the science news agenda: The permeability of science journalism to public relations • Suzannah Comfort; Mike Gruszczynski; Nicholas Browning • The current study examines the relative influence of press releases about scientific studies in terms of their impact on news coverage. Using an innovative approach that allowed for analysis of a large corpus of text and calculation of similarity scores, we were able to trace the influence of press release materials into news media articles. We found that news organization characteristics were a more important indicator of PR success than press release characteristics. News organizations that had a history of producing award-winning science journalism were much less likely to draw on PR materials, reaffirming the importance of news organizations’ dedication to providing resources for science journalism. In some cases, news articles incorporated up to 86% of the material from a press release – a shocking indication of how powerful information subsidies can be. While our results contain some good news for public relations practitioners, they also carry a warning for consumers of journalism and for the public science agenda, which may be left vulnerable to bad actors exploiting the natural trust that the public, and journalists, have in science.

* Extended Abstract * Reconstructing the PR history time machine: Missing women and people of color in introductory textbooks • Tugce Ertem-Eray, University of Oregon; Donnalyn Pompper • This exploratory study offers a critical perspective on reasons for and effects of missing women and people of color across introductory public relations textbooks’ history pages, leading instructors to supplement public relations history lessons with their own pedagogical materials. Viewing survey findings of public relations instructors through feminist and critical race theory lenses yields two important recommendations to include women and people of color in recorded public relations history.

Hot Issue and Enduring Publics on Twitter: A Big Data Analysis of the Charlotte Protest • Tiffany Gallicano; Ryan Wesslen, UNC Charlotte; Jean-Claude Thill, UNC Charlotte; Zhuo Cheng, UNC Charlotte; Samira Shaikh • This study is the first of its kind to contribute to theory regarding hot issue and enduring publics in a naturalistic setting, and it models a way to conceptualize these types of publics based on their Twitter behavior. We applied structural topic modeling to 151,004 tweets to investigate tweet content, the duration of tweeting behavior, and the extent to which a small group of people shoulder the majority of the content generation in hot issue and in enduring publics. We found not only validation for existing theory but also questions for future researchers to explore based on surprising findings. This study also updates the conceptualization of hot issue publics for the social media age.

Saying vs. Doing: Examining the Effects of Corporate Issue Stances and Action • Eve Heffron, University of Florida; Melissa Dodd, University of Central Florida; Jay Hmielowski, University of Florida • This study expands the body of research surrounding corporate social advocacy (CSA). Using an experimental design, participants were exposed to three conditions for Nike’s engagement with the issue of equal pay. Results indicated that taking a stance with action was associated with more positive outcomes than both the stance-only and no-stance conditions; and taking a stance only was associated with more positive outcomes than the non-stance condition. Implications for theory and practice are discussed.

* Extended Abstract * Extended Abstract: Thriving Under the Sun: Stakeholder Relationships of Small Firms in the Emerging Field of Solar • Nell Huang-Horowitz; Aleena Sexton • This paper explores stakeholder relationships of small firms in the emerging field of solar. Interviews were conducted with 29 small firm executives. Results show that executives view customers as their number one priority, employees as family and partners, and government as supporter and opponent. Some challenges faced include the lack of credibility and legitimacy, limitation in resources, widespread misconception, and uncertainty about the future. Solutions on how these challenges can be addressed are also discussed.

Engaging employees in CEO activism: The role of transparent leadership communication in making a social impact • Grace Ji, Boston University; Cheng Hong, California State University, Sacramento • “With a survey of 600 U.S. employees, this study investigated the effect of transparent leadership communication on employee engagement in the context of CEO activism. Employees’ perceived psychological needs (i.e., autonomy, competence, and relatedness) were examined as mediators. Results showed transparent leadership communication was positively associated with employees’ psychological needs. In turn, needs for autonomy and relatedness both positively influenced employees’ information sharing and activism participation intentions. Theoretical and managerial contributions were discussed.”

Mapping CSR Communication Networks on Social Media: The Influence of Communication Tactics on Public Responses • Yangzhi Jiang, Louisiana State University; Hyojung Park • Grounded in the networked stakeholder management theory and two-way communication, this study provides a snapshot of networks between companies and publics on Twitter in a CSR communication context. Results showed that CSR communication activities (i.e., informing, retweeting, and mentioning) empowered a corporation through centralizing its network position and gaining public support (i.e., emotional, influencer, and knowledge support). In addition, degree centrality mediated the relationship between corporate retweets and stakeholders’ knowledge supports.

How controversial businesses look good through CSR communication on Facebook: Insights from the Canadian cannabis industry • Ran Ju, Mount Royal University; Chuqing Dong; Yafei Zhang • This study advances our current understanding of corporate social responsibility (CSR) communication in a controversial industry by analyzing CSR-related Facebook posts from seven Canadian public cannabis companies. Our findings indicated that these companies’ CSR communication was mostly instrumentalist, lacked transparency, and used effective multimedia characteristics. In addition, public reactions (# of likes, comments, and shares) suggested an association between CSR communication efforts and engagement revealing both opportunities and ethical concerns for CSR scholars and practitioners.

Who’s Posting That? Roles and Responsibilities at Civil Rights Organizations • Kate Keib, Oglethorpe University; Katie Hunter; Sarah Taphom • Ethnic Public Relations asserts that organizations focused on particular cultural groups are unique from general organizations. Civil Rights Organizations fall into that category and deserve their own area of study. Messaging on social media is a heavily relied upon tactic by advocacy organizations. Utilizing role theory, as well as two scales aimed at understanding how social media communicators function in organizations, this survey based study examines the communications teams at civil rights organizations, the levels of role conflict and ambiguity, as well as the levels of social media self-development and leadership. Results begin to fill a void in ethnic PR work focused on civil rights organizations, extend role theory and can help such organizations understand how to best structure their teams.

How Strategic Internal Communication Leads to Employee Creativity: The Role of Employees’ Feedback Seeking Behaviors • Yeunjae Lee, University of Miami; Jarim Kim, Yonsei University • “This study examined how organizations’ internal communication affects employee creativity through the lens of the symmetrical communication model in public relations and the theory of creativity, using a survey with 405 full-time employees in the U.S. The results suggested that information flow, supportive supervisory communication, and CEO relational communication positively influence symmetrical internal communication systems. The analysis also indicated symmetrical internal communication caused employees to seek more feedbacks, which in turn enhanced creativity.”

Online Firestorms in Social Media: Comparative Research between China Weibo and USA Twitter • Sora Kim, The Chinese University of Hong Kong; Kang Hoon Sung, California State Polytechnic University; Yingru JI; Chen Xing, The Chinese University of Hong Kong; Jiayu Qu, The Chinese University of Hong Kong • Through a quantitative content analysis of top trending keywords and associated top tweets in the United States (US) Twitter and China (CN) Weibo, this study offers significant insights into how users in varying countries engage in online firestorms, extending the existing knowledge in cultural aspects of crisis communication. Users on the two platforms showed difference in attribution focus (individuals vs. group/organizations), target scope (government/politics vs. business arena), and prioritized social problems (racism vs. corruption/bribe).

The determinants of support for crowdfunding sites: Understanding internal and external factors from PR’s perspectives • Eunyoung Kim, Auburn University at Montgomery; Sung Eun Park, University of Southern Indiana • “This study aims to examine the factors affecting behavioral intention of online donation and word-of-mouth via crowdfunding sites, so we have conducted an online survey. The results confirm that social identification, relationships with SNS connectors, involvement, and attitudes toward online donation positively predict intention to donate online. Also, attitudes toward helping others, social identification, involvement, and SNS features had predictive power on intention of word-of-mouth. Theoretical and practical implications are presented in discussion and conclusion.”

Is timing everything? : Exploring benefits and drawbacks of stealing thunder in crisis communication • Soo-Yeon Kim, Sogang University; Jeong-Hyeon Lee, Gauri Communication Co.; JIN SUN SUL, SOGANG UNIVERSITY • Qualitative responses from 286 Korean consumers were collected to find their perceptions of the benefits and drawbacks of stealing thunder. Although more consumers evaluated stealing thunder positively, others pointed out its negative consequences. Consumers identified positivity, credibility, consumer behavior, and ethics as benefits, while they considered backfire effects, irrelevant consumer behavior, negativity, and admittance to be drawbacks. Follow-up actions and transparent crisis communication, along with stealing thunder, were also emphasized as positive aspects of crisis communication. For stealing thunder to be acknowledged positively in society, it must fulfill the ethics of justice and care, and consumers must experience it in real world situations.

* Extended Abstract * Extended Abstract: The Impact of Fairness Perception on the Public’s Attitudinal and Emotional Evaluation of an Organization • Nahyun Kim, Pennsylvania State University; Suman Lee, UNC-Chapel Hill • “A 2 (distributive fairness: high vs. low) x 2 (procedural fairness: high vs. low) between-subjects experiment (N = 134) was conducted online to test the impact of (un)fairness perception on trustworthiness, quality of organization-public relationship, and the publics’ anger and attitude toward an organization, and positive/negative word-of-mouth intentions. Procedural fairness had significant impact on all of the dependent variables while distributive fairness had significant impacts on some dimensions of trustworthiness (e.g., competence, integrity) and attitude.”

Diversity-oriented leadership, internal communication, and employee outcomes: A perspective of racial minority employees • Yeunjae Lee, University of Miami; Queenie Li, University of Miami; Wanhsiu Tsai • Through 633 samples of racial minority employees in the United States, the current study examines the effect of diversity-oriented leadership on the excellence of internal communication and employee outcomes. Using the normative model of internal communication and organizational justice theory, this study advances the theoretical links among leadership, communication, and organizational justice, and its resulting effects on employee engagement and behavioral outcome. Results of an online survey showed that diversity-oriented leadership enhances symmetrical internal communication and racial minority employees’ perceived fairness of an organization, thereby increasing employee engagement and advocative behaviors. Theoretical and practical implications for public relations and internal communication are discussed.

Power of Apology: Comparative Analysis of Crisis Response Strategy Effects between China and the United States of America • Moon Lee, University of Florida; Sunny Yufan Qin, University of Florida • The purpose of the study was to investigate differences in how people respond to two distinctive crisis response strategies (i.e. apology vs. bolstering strategy) in comparison with combined strategy (i.e. apology followed by bolstering strategy) and no comment strategy (e.g. strategic silence: the control group). In addition, the publics’ responses between two different countries (USA vs. China) were compared. Two experimental studies were conducted with a total of 629 people (297 in America vs. 332 in China). In both countries, apology strategy works the best in garnering the public’s trust and reputation in an accidental crisis, particularly in comparison with bolstering strategy. Practical/theoretical implications are further discussed in the paper.

* Extended Abstract * Extended Abstract: Exploring the Effects of CSR on Perceived Brand Innovativeness, Brand Identification and Brand Attitude • Yukyung Lee, University of Connecticut; Carolyn A. Lin, University of Connecticut • This experimental study reveals that exposure to a sustainable (vs. generic) fashion ad increases perceived CSR image and brand innovativeness. The relationship between sustainable fashion ad exposure and CSR image is stronger when attitude towards sustainable fashion is more positive. Perceived CSR image is also positively related to perceived brand innovativeness, consumer-brand identification and brand attitude. Moreover, perceived brand innovativeness and consumer-brand identification both significantly mediate the relationship between perceived CSR image and brand attitude.

From tragedy to activism: Publics’ emotions, efficacy, and communicative action on Twitter in the case of the 2017 Las Vegas Mass Shooting • Queenie Li, University of Miami; Taylor Wen, University of South Carolina • Guided by the Anger Activism Model and pain and loss activism literature, this study analyzes public discussion in a particular case of activism on social media (i.e., the 2017 Las Vegas mass shooting) to present a refined activism framework that advances predictions for policy change engagement during pain and loss events. Key insights about the joint effects of emotion and efficacy in activism communication, public segmentation, and communicative action provide direction for future research investigations that can strengthen theoretical arguments and best practices in activism and advocacy. Public relations or activism scholars can use this research as a stepping stone for conceptualizing more comprehensive ways to identify activist publics and motivate inactive publics to take action.

A View from the Margins of the Margins: How a Queer of Color Critique Enriches Understanding of Public Relations • Nneka Logan; Erica Ciszek • This paper examines the public relations field from the perspective transgender communicators of color. It unites queer of color literature with Bourdieu’s conceptualization of habitus to explore issues of race, gender and marginalization within the discipline. Interviews were conducted with 13 transgender communicators of color and revealed several themes with important implications for public relations theory and practice including advocacy, representation and empowerment. Building on anti-racist and queer scholarship, the purpose of this paper is to expand public relations research by offering a more inclusive conceptualization of the discipline through centering marginalized voices.

Image Repair in the #MeToo Movement: An Examination of Kevin Spacey’s Double Crisis • Don Lowe, University of Kentucky • Through examination of the news articles and Tweets that followed the Anthony Rapp Buzz Feed News article and Spacey’s response Tweet, I argue: (1) double crisis exist; (2) proxy communicators often feel the need to speak out for the profession/industry; (3) proxy communications can be positive or negative; (4) proxy communication can cause harm to the individuals who practice the concept often creating a new crisis; and (5) LGBTQ community members are treated differently as well as the same as their heterosexual counterparts during crises. The Spacey case clearly exemplifies and qualifies as a double crisis. While the severity of the initial and following legal proceedings and publication of numerous other sexual assault claims are proving to be detrimental to Spacey, his Tweet conflating sexual orientation with pedophilia coupled with the conflation that being gay is a choice caused considerable harm to his reputation. Harm that could have been avoided with a sincere apology Additionally, proxy communicators often feel the need to speak out in behalf of the industry/profession. Fellow actors both LGBTQ and heterosexual rushed to Twitter and some to the media to distance the industry/profession from Spacey. Social activists and LGBTQ actors also felt the need to defend the LGBTQ community and distance it from Spacey as well. Spacey’s conflation of sexual orientation with pedophilia and his equating being gay with a choice were both widely condemned in Tweets.

Corporate diplomacy and media: How local news contribute to organizational legitimacy in the host country • Sarah Marschlich; Diana Ingenhoff • Applying neo-institutional public relations approaches, this study explored if and how media frames on corporate diplomacy contribute to organizational legitimacy of foreign multinational corporations in the United Arab Emirates. Conducting a quantitative content analysis of local news media coverage (N=385) from 2014 to 2019, we identified three corporate diplomacy frames, of which two enable corporations to build moral or pragmatic legitimacy. Understanding how media frames contribute to organizational legitimacy has several theoretical and practical implications.

Political Issues Management: Framing the Climate Crisis on the Campaign Trail • Meaghan McKasy; Diana Zulli • This mixed-methods analysis examines the way that democratic presidential candidates at CNN’s 2019 climate crisis town hall presented climate change to the public using fact vs. value-based frames, choice frames, and responsibility frames. Results indicate that candidates predominantly used value-based frames, “gains” were presented in the context of the economy, and candidates were more likely to use prognostic frames over diagnostic frames. These findings speak to the value of framing in political issues management.

* Extended Abstract * From Advocacy to Activism: Scale Development of Behavioral Steps • Brooke McKeever; Robert McKeever; Minhee Choi; Shudan Huang • Although advocacy and activism have gained increasing importance in organizational success, conceptual definitions and valid measurement of the concepts are lacking. By searching the literature, seeking expert feedback, and employing two survey data sets (N= 1,300) for scale development, this study advances a new measurement model of behavioral outcomes that can be useful for future research as well as practice. Findings indicate six dimensions of advocacy and activism. Theoretical, methodological, and practical implications are discussed.

Scientific Evolution of Public Relations Research: Past, Present, and Future • Bitt Moon • Public relations, as an independent domain of applied communication research, has developed unique, original theories to describe, explain, and predict public relations practices that range from the organizational environment to organization-public relationships to publics over the last four decades. This study views public relations as a scientific discipline and takes a scientific evolutionary approach to examine how public relations scholarship has evolved since the 1970s. The four evolutionary stages are applied to illustrate the scientific evolution of public relations research from the 1970s to the 2010s. This study also reviews public relations theories to comprehend research trends in the field. This article concludes that public relations research is in the final stage of scientific evolution (synthesizing) with significant theoretical shifts and calls for another new perspective that fosters innovative and insightful public relations research.

* Extended Abstract * Are employees better spokespeople for CSR initiatives? Findings from a cross-national study • Geah Pressgrove, WVU; Carolyn Kim; Cristobal Barra, Universidad de Chile • This study explores the impact of cultural values on perceptions of spokespersons in a corporate social responsibility context in both the United States and Latin America. Findings indicate individuals with masculine cultural values, perceive spokespersons with managerial titles as a more credible source for information. Conversely, people with more feminine cultural values perceive spokespersons with an employee title as more credible. Further, it was found that different dimensions of transparency (openness, integrity, respect) drive results.

Toward an Informed Employer: The Implications of Organizational Internal Listening for Employee Relationship Cultivation • Sunny Yufan Qin, University of Florida; Rita Linjuan Men, University of Florida • This study examined whether and how organizational internal listening (i.e., organizational- level and supervisory-level listening) influences the quality of employee-organization relationships. Informed by the self-determination theory, employees’ psychological need satisfaction for autonomy, competence, and relatedness was examined as a mediating mechanism in this process. An online survey was conducted with 443 employees across various industries in the U.S. Results showed that organizational-level listening positively influenced the quality of employee relationships with the organization both directly and indirectly via satisfying employees’ psychological need for autonomy, competence, and relatedness. The impact of supervisory-level listening on the quality of employee- organization relationships was fully mediated via employees’ psychological need satisfaction. Theoretical and practical implications of the findings are discussed.

* Extended Abstract * A Construal-level Approach to Post-crisis Response Strategies • Soojin Roh, Peking University HSBC Business School; Hyun Jee Oh • Summary: In order to provide guidance for effective post-crisis communication, this study explores under which circumstances differently framed crisis response message is likely to be effective, building on construal level theory of psychological distance (CLT; Liberman & Trope, 2008; Trope & Liberman, 2010). This study demonstrates significant interaction effects of social distance and crisis message framing (e.g., why vs. how vs. why and how) on publics’ anger and trust toward the organization in crisis.

* Extended Abstract * Suffragists as Early PR Pioneers: The Development of the National American Woman Suffrage Association Press Bureau • Arien Rozelle, St. John Fisher College • Through an examination of Susan B. Anthony’s push to create a Press Bureau for the National American Woman Suffrage Association (NAWSA), this paper argues that Anthony and fellow suffragist Ida Husted Harper should be recognized as early public relations pioneers. Anthony and Harper employed a strategic approach to public relations at the same time – if not before – Ivy Lee and Edward Bernays, who are often credited as the “founding fathers” of modern public relations. Anthony and Husted worked to advance an activist approach to public relations during the dawn of modern public relations in the United States. The early development of the NAWSA Press Bureau tells the story of a grassroots, strategic, coordinated and women-led integrated press effort for social good beginning in 1897, three years before the establishment of the Publicity Bureau, which is largely credited as the first public relations firm in the U.S. (Cutlip).

Building Consumer Communal Relationships through Cause-Related Marketing: From the Perspective of Persuasion Knowledge • Baobao Song; Weiting Tao; Taylor Wen, University of South Carolina • This study investigates the value of cause-related marketing campaigns in consumer relationship management. Specifically, following the tenets of Persuasive Knowledge Model and Equity Theory, this study proposes that the effect of consumers’ inferences of the companies’ manipulative intent in cause-related marketing campaigns on consumer-brand communal relationships is contingent on their knowledge about the degree to which the company and the social cause respectively benefit from the cause-related marketing campaigns. A panel of 506 consumers was recruited to complete an online survey. Results supported the significant three-way interaction effects among the variables of inferences of manipulative intent, corporate benefit knowledge, and social benefit knowledge on consumer communal relationship. Generally, when consumers believe that non-profit partners benefit more from a cause-related marketing campaign than the company does, inferences of manipulative intent positively affect consumer communal relationships. However, when consumers perceive greater corporate benefits than social benefits, inferences of manipulative intent will negatively affect consumer communal relationships. This study provides significant theoretical and managerial implications for future corporate social responsibility/cause-related marketing research and practice.

Appealing to the Marketplace of Audiences: The Anti-Proposition 112 Public Relations Campaign in Colorado • Burton St. John III, University of Colorado-Boulder; Danielle Quichocho, University of Colorado – Boulder • In the fall of 2018, fracking interests in Colorado initiated a public relations campaign against Proposition 112—a measure that these interests perceived as an emergent threat to their continued viability. This study reviewed the messaging used by the industry and its supporters as it appeared across 1,515 text articles (e.g., news accounts, op-eds, etc.) and 38 Facebook posts. We found that pro-fracking messages, rather than concentrating on the quality of the ideas offered in support of fracking (e.g., facts and data) often chose to emphasize connections to the lived experiences of the audiences. As such, this work offers a model of this phenomena called the marketplace of audiences, which includes the components values, aesthetics, and resonance. This model offers both a theoretical and applied framework for how an organization may affirm alliances with key audiences, especially when detecting an emergent threat to its continued existence.

* Extended Abstract * Scholarly Books, Reviews, and Public Relations: Publicity and the Perception of Value • Meta G Carstarphen, University of Oklahoma; Margarita Tapia, The University of Oklahoma • With the sheer volume of books published, global marketplaces, and technology, the field for academic book publishing is robust—and crowded. Survey data gathered from 150 publicists/marketing staff from the Association of University Presses form the basis of this study. A discussion of the results from this study offers an opportunity to re-examine key theoretical constructs about the role of publicity in public relations—including rhetoric, narrative, third-party endorsements, and relationship-building.

Servant Leadership and Employee Advocacy: The Mediating Role of Psychological Empowerment and Perceived Relationship Investment • Patrick Thelen; April Yue • The current study examines how servant leadership relates with employee advocacy behaviors through the mediating role of psychological empowerment and perceived relationship investment (PRI). Through a quantitative survey with 357 employees who work for a variety of organizations, the study’s results indicated that servant leadership plays a critical role in fostering psychological empowerment and PRI, which in turn, encourage employee advocacy behaviors. Relevant theoretical and practical implications are discussed.

* Extended Abstract * How CSR partnerships affect nonprofit organizations (NPOs): The mediating role of consumer-brand identification, CSR motives, and NPO social objective achievement • Michail Vafeiadis; Virginia Harrison, Penn State University; Pratiti Diddi, Lamar University; Frank Dardis, Penn State University; Christen Buckley • This study examined how CSR partnerships with corporations affect nonprofit organizations (NPOs). A 2 (NPO reputation: low vs. high) x 2 (CSR fit: low vs. high) x 2 (partnership duration: short vs. long) between-subjects experiment showed that CSR partnerships are more effective for high-reputation NPOs. Also, NPOs should partner only with high-fit corporations. Consumer-brand identification, perceived corporate extrinsic motives, and fulfillment of nonprofit social objective can influence stakeholders’ supportive intentions toward the NPO.

Public Relations in the Age of Data: Corporate Perspectives on Social Media Analytics (SMA) • Kathy Fitzpatrick, University of South Florida; Paula L. Weissman, American University • The aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function. Personal interviews with chief communication officers (CCOs) from leading multinational corporate brands revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is limited, slowed by challenges associated with building SMA capacity.

Responding to Online Hoaxes: The Role of Contextual Priming, Crisis Response Type and Communication Strategy • Anli Xiao; Yang Cheng, North Carolina State University • Hoaxes present detrimental threats to individuals and organizations. This paper examines how companies should respond to hoaxes on social media using different crisis response types and crisis communication strategies. In addition, this paper investigated how contextual priming might influence participants’ judgment on the company’s responses. Results indicated that a narrative response might be more effective, and people’s judgment of the crisis response is partially influenced by the contextual priming. Theoretical and practical implications are discussed.

Effects of Narratives on Individuals’ Skepticism toward Corporate Social Responsibility Efforts • Sifan Xu, University of Tennessee Knoxville; Anna Kochigina, University of Tennessee Knoxville • Skepticism is prevalent surrounding companies’ corporate social responsibility (CSR) communication. Existing research on narratives suggests that narratives can reduce counterarguing and increase story-consistent beliefs and attitudes. However, research is still in its preliminary stage in understanding how narratives may help alleviate individuals’ skepticism toward companies’ CSR initiatives. The current study first tested multiple videos searched on YouTube depicting a real organization’s CSR initiatives. Four videos (two in narrative format and two in non-narrative format) were eventually selected and used in the experiment, where participants recruited from MTurk (n = 345) were randomly assigned to watch one of the selected videos. Results of the study suggest that narrative significantly reduced almost all of the previously identified dimensions of CSR skepticism and significantly increased perceived extrinsic (public-serving) motive. Furthermore, narrative engagement and perceived CSR motive were significant mediators in the effect of narrative format on CSR skepticism. Considering the growing perspective of using engagement as a framework to unpack public relations theories and practices, the current study provides valuable insights to narrative engagement in public relations research.

Does the Medium Matter? A Meta-analysis on Using Social Media vs. Traditional Media in Crisis Communication • Jie Xu, Villanova University • There has been a growing body of crisis communication research that treats social media as a critical variable, which might alter how people perceive and react to crisis communication messages. The meta-analysis of 8 studies (k = 22, n = 3,209, combined n = 9,703) compared the impact of social media vs. traditional media in crisis communication. Five studies (n = 1,896) contained 8 relevant effect sizes on crisis responsibility, representing 3,294 individuals. Seven studies (n = 3,185) contained 14 relevant effect sizes on persuasiveness, representing 6,409 individuals. Compared to traditional media, using social media significantly lessened consumers’ perceived crisis responsibility (r = -.134, 95% CI -.212– -.054, p = .001). There was no significant difference between using traditional media and social media in crisis communication on persuasiveness (r = -.039, 95% CI -.114– .035, p = .30). The moderator analysis indicated that for both crisis responsibility and persuasiveness, the effect size was more noticeable when an organization communicates with college students vs. non-student publics. The ability of social media in dampening crisis responsibility was more pronounced for fictitious organizations compared to real organizations. Compared to traditional media, social media was significantly more negative for preventable crisis, the influence was weak for accidental crisis. Theoretical and practical implications are discussed, as well as directions for future research.

Publics’ Emotional Reactions and Acceptance of Organizational Crisis Response in the Case of Boeing 737 MAX Crisis • Hao Xu, University of Minnesota Twin Cities; Jisu Huh, University of Minnesota; Smitha Muthya Sudheendra, University of Minnesota Twin Cities; Debarati Das, University of Minnesota Twin Cities; Jaideep Srivastava, University of Minnesota Twin Cities • This study examined publics’ emotional reactions to a crisis, and the impacts of such emotions on their acceptance of organizational crisis response communications, using computational analysis of the real-world example of the Boeing 737 MAX crisis. The results reveal sadness and fear as the two primary emotions among publics, and, for publics in this emotional state, specific and accommodative crisis response strategies seem to be better accepted and generate favorable reactions in certain stakeholder groups.

Understanding the Impact of Brand Feedback to Negative eWOM on Social Media: An Expectation Violation Approach • jing yang, Loyola University Chicago; Juan Mundel, DePaul University • The current study investigated the effects of brand feedback strategies in response to negative eWOM on social media on consumers’ positive and negative expectation violations, as well as the consequences of such expectation violation. Results indicated two routes of mechanisms (i.e., positive and negative), such that positive consumer expectation violation results in higher consumer satisfaction, which leads to brand love. On the other hand, negative consumer expectation violation results in higher consumer dissatisfaction, an antecedent to brand hate. Our study also revealed that it is important for brands to respond to negative eWOM to avoid consumer backlash. Moreover, providing compensation to consumers is also an effective approach to attenuate consumer dissatisfaction, potentially restoring consumer satisfaction.

Do instructing and adjusting information make a difference in crisis responsibility attribution? Merging fear appeal studies with the defensive attribution hypothesis • Xueying Zhang; Ziyuan Zhou, Savannah State University • The research on crisis response strategy has long been a popular topic in crisis communication. Image repair strategies, such as apology, excuse, deny, sympathy, to name a few, have been well documented in the literature. However, empirical evidence on instructing and adjusting information is scarce. Extant research generates inconsistent, sometimes even contradicting conclusions (Kim & Sung, 2014; Park & Avery, 2018). This study joins the discussion of the two types of information and adds empirical evidence on how the two strategies work. A 2 (high vs. low threat) × 2 (high vs. low efficacy for instructing information) × 2 (high vs. low efficacy for adjusting information) factorial experiment was conducted using Qualtrics national research panel to test the effect of instructing and adjusting information on participants’ account acceptance, attribution of crisis responsibility and evaluation of organizational reputation. Overall, the results highlight the role of efficacy in adjusting information in promoting account acceptance, alleviating crisis responsibility, and protecting organizational reputation. The mixed results of threat and efficacy in instructing information encourage managerial considerations when organizations design initial crisis responses. Many interesting directions for future research are also inspired.

Organizational Legitimacy for High-Risk Facilities: Examining the Case of NBAF • Xiaochen Zhang, University of Oklahoma; NANCY MUTURI • Through an online survey of community residents living nearby the National Bio and Agro-Defense Facility (NBAF), this study examined how high-risk organizations can communicate organizational legitimacy, and how legitimacy perception may affect public trust and risk perceptions. Results illustrated the importance of transparent and consistent communication in organizational legitimacy-building, as well as the role of legitimacy, especially for high-risk organizations, to garner public trust, to ease public uncertainty, and to increase public preparedness.

Provincial and Municipal Leaders’ Coronavirus Discourse Repairs Local Governments’ Image • Ernest Zhang, University of Missouri School of Journalism; Yitao Liu, Meishi Film Academy of Chongqing University; William Benoit, Department of Communication Studies of University of Alabama College of Arts and Sciences; Fritz Cropp, University of Missouri School of Journalism • “Seventeen years ago, SARS (Severe acute respiratory syndrome) wreaked havoc in China and across the world. Zhang and Benoit (2009) pointed out that the then Chinese health minister failed to defend the image of the Chinese government because he ineffectually used image-repair tactics. Seventeen years later, did the leaders of Hubei province and its capital city Wuhan more effectively protect the image of Hubei and Wuhan? The first case of COVID-19 was believed to originate in Wuhan on December 1, 2019 (Huang et al., 2020). The virus up to April 6 caused 1,331,032 infections and 73,917 deaths across the world (Johns Hopkins CSSE, 2020). Since most of deaths and infections had happened in Hubei and Wuhan before March 28 (Ansari et al., 2020), people in the world for a while considered the province and the city “Wuhan Pneumonia” equivalent to COVID-19. To repair the image of Hubei and Wuhan as liars for covering up the disaster and as equivalent to the virus, Hubei and Wuhan’s leaders held 65 press conferences and were interviewed over 10 times between January 19 and April 6. Using Benoit’s image repair theory (1995, 2015), the authors analyzed the leaders’ discourse at eight selected news conferences and five interviews, concluding that the leaders succeeded in applying seven of Benoit’s (1995) image-repair tactics but failed in the other three ones. The study argues their discourse succeeded in repairing Wuhan’s and Hubei’s images.

Student Papers
Finding an Antidote: Testing the Use of Proactive Crisis Strategies to Protect Organizations from Astroturfing Attacks • Courtney Boman, University of Missouri; Erika Schneider, University of Missori • “Astroturfing, or the orchestration of manipulative propaganda campaigns, has become the center of conversations amid Fake News disputations. Exploring an astroturf attack as a paracrisis, this research investigates the effects of an attack and how proactive communication strategies can protect organizational outcomes (i.e., credibility, crisis responsibility, account acceptance, and organizational reputation). In addition to expanding theoretical crisis response models, this research offers practitioners with advice that emphasizes the use of proactive strategies.

Crisis Communication Strategy in Crisis of Chinese Celebrities with Huge Fan Base • QINXIAN CAI, The Chinese University of Hong Kong • Chinese celebrities with huge fan base have recently attracted much attention, and some of them have some crises within the social media environment. In this study, four cases were chosen and divided into two types, competence-violated and integrity-violated. This article offered a comprehensive angle including celebrities, fans and media to understand the interaction during the crises. The analysis indicated that the different strategies were used in different kinds of crises among different parties and the reasons, and also the suggestions about how to deal with the celebrities’ crises.

Effects of Crisis Severity and Crisis Response Strategies on Post-Crisis Organizational Reputation • Sera Choi • Using SCCT, this study investigates the impact of crisis severity and crisis response strategies on post-crisis organizational reputation. Two (crisis severity: low vs. high) x 2 (crisis response strategy: match vs. mismatch) between-subjects factorial design was employed (N=289). There were main and interaction effects between the variables. A matched response strategy was more effective under high crisis severity, but there was no such interaction effect under low severity condition. Theoretical and practical implications were discussed.

Social Movements and Identification: Examining BLM and MFOL’s Use of Identification Strategies to Build Relationships. • Candice Edrington, North Carolina State University • With the rapid connectivity and mobility provided by the technological affordances of the Internet, individuals and organizations have been able to broaden their reach in terms of sharing information. In particular, social movements have used these affordances to their advantages by creating social media pages/accounts to widely disseminate information regarding their advocacy and activist agendas. Black Lives Matter and March For Our Lives are two such movements. Due to their unique communication and relationship building needs, activist organizations are of particular importance in public relations scholarship (Taylor et al., 2001). Coombs and Holladay called for the reconsideration of activism from a public relations perspective by asserting that activists seek to alter the behaviors and policies of organizations in some fashion, which requires them to utilize power and persuasion, thus noting the similarities between public relations and activism (Coombs & Holladay, 2012). However, advocacy and activism on digital platforms has been examined in public relations scholarship from the perspective of nonprofit organizations. Sommerfeldt (2007) notes that “the study of public relations, the Internet, and activism have rarely converged” (p. 112). Thus, there is a gap in the literature when it comes to analyzing the message strategies that social movements employ on digital platforms. Therefore, the purpose of this project was to bridge the gap through an analysis of the message strategies used by these two social movements in an effort to build relationships through establishing identification with their key publics via their Twitter pages.

Explicating Moral Responsibility in Crisis Communication • Yoorim Hong, University of Missouri, Columbia • Moral responsibility has been widely used by publics and public relations practitioners to imply an organization’s accountability for an incident with negative impact on society. Despite its frequent usage, the concept of moral responsibility has not been sufficiently explicated in the field of public relations. This concept explication paper makes its departure from reflecting on nearby concepts such as blame, causal attributions, and crisis responsibility. By integrating ideas from other fields of study, the theoretical definition of moral responsibility, its dimensions and indicators are proposed. This paper also guides the future empirical analysis, by suggesting possible antecedents and consequences of attributions of moral responsibility in an organizational crisis. The authors believe that investigating how publics attribute moral responsibility to organizations would help public relations researchers and practitioners develop more effective communication strategies in ways that protect the organization’s reputation and its relationships with publics in a crisis.

What Makes Organizational Advocacy More Effective?: The Moderating Effect of the Public’s Perception of Issue Polarization • Ejae Lee, Indiana University • This study focuses on individual publics’ perceptions about the attributes of hot-button issues on which organizations take a stance, in order to better understand the effect of organizational advocacy. This study examined (a) how individuals perceive an organization’s stance and their own stance on a controversial sociopolitical issue, (b) whether the alignment of issue stances is positively related to pro-company support, and (c) how perceived issue polarization could moderate the association between individuals’ perceived issue alignment and their support for companies doing organizational advocacy.

Protecting Intangible Assets on Twitter: The Effects of Crisis Response Strategies on Credibility, Trust, Reputation, and Post-Crisis Behavior • James Ndone, University of Missouri (School of Journalism) • This study investigated the effects of crisis response strategies of stealing thunder, apology, and denial on a hospital’s intangible assets of reputation, credibility, and trust on Twitter using an online survey. Besides, the study investigated social amplification and post-crisis behavior such as purchase intentions and negative word-of-mouth on Twitter. The findings suggest that stakeholders will trust, treat a message as credible, and hold the reputation of an organization at high levels if it posts apologetic tweets and steals thunder during a crisis. When an organization denies its responsibility for a crisis on Twitter, stakeholders are likely to spread negative word-of-mouth and reduce their purchase intentions. Theoretical and practical implications of the study are discussed.

* Extended Abstract * Effects of Inconsistent CSR Information on Customer’s Attitudes: A Mediation Model • Moon Nguyen, Hong Kong Baptist University • The study proposes a model to examine effects of inconsistent CSR information on customer’s attitudes. Using a between-group experiment, results show that corporate hypocrisy is a mediator in this relationship. Corporate hypocrisy is mediated by CSR belief and company reputation. Implications are that companies should be conscious when adopting CSR activities as customers are sensible to information inconsistency, and they should maintain good reputation and enhance CSR belief as these factors can have buffering effects.

Favoring Emotional or Analytical? Exploring Corporate Brand Personality Projected on Twitter • Lewen Wei, Pennsylvania State University; Jinping Wang, Pennsylvania State University • The present study sought to unveil corporate brand personalities that top-ranking brands might project on social media using a machine-learning approach. We collected pertinent data at two time points and examined 99 most valuable brands’ corporate brand personality on Twitter along with how Twitter users engaged with different corporate brand personalities. We found different types of corporate brand personalities were presented on Twitter, and there was a close relationship between projected personality and public engagement.

Stand on Parties or Issues? Comparing the Effects of Different Corporate Social Advocacy (CSA) Strategies • Hao Xu, University of Minnesota Twin Cities • This research project examined the effects of three different CSA strategies – standing on a political party, standing on multiple issues along with one particular ideology, and standing on a single issue – on publics’ attitudes and supportive intentions. The results demonstrate that for both Democratic and Republican publics, the three strategies can generate similar effects, but the effects between Democrats and Republicans can possibly be asymmetrical. Implications for academic research and practices are discussed.

Teaching
* Extended Abstract * Analytics in Public Relations Measurement: Desired Skills for Digital Communicators • Melissa Adams; Nicole Lee, North Carolina State University • This exploratory study examined the analytics education and skills agencies seek in new digital public relations hires and extends recent research on the topic of public relations analytics education. In-depth interviews with 14 senior managers at O’Dwyer’s Top 50 ranked agencies identified the analytic training and tool knowledge most desired in new hires. Results show that basic education in analytic measurement and data analysis is necessary preparation for the digital public relations job market.

* Extended Abstract * Forming and Implementing an Interdisciplinary Public-Interest Course Experience on Emerging Technology Communication and Policy • Julia Fraustino, West Virginia University; Kakan Dey, West Virginia University; Dimitra Pyrialakou, West Virginia University; David Martinelli, West Virginia University; John Deskins, West Virginia University • This study investigates an interdisciplinary public-interest course experience for upper-level undergraduates. Five instructors in public relations, economics, and engineering created and piloted a course with students across multiple disciplines to explore the challenge of an Appalachian state’s potential autonomous vehicle (AV) implementation and policy from an interdisciplinary perspective. Pre- and mid-semester data collected from public relations students along with the instructors’ field observation and reflection memos provide preliminary qualitative insights into the course’s benefits and challenges.

What It Really Takes: Revealing the Shared Challenges in PRSSA Faculty Advising • Amanda J. Weed, Kennesaw State University; Adrienne Wallace, GVSU; Betsy Emmons, Samford University; Kate Keib, Oglethorpe University • PRSSA supplements the traditional public relations curriculum by providing student members with enhanced learning and networking opportunities. PRSSA faculty advisers assume an advanced mentoring role by facilitating experiential learning and networking that connects classroom learning to practical application of knowledge, skills, and understanding of the public relations profession. A two-wave survey of current PRSSA faculty advisers examined the shared challenges that impact the personal and professional satisfaction of those who hold the role.

<2020 Abstracts

Newspaper and Online News Division

Open Competition
* Extended Abstract * Examining Augmented Reality in Journalism: Perceived Usability of AR Visualizations in News Articles • Tanja Aitamurto, University of Illinois at Chicago; Laura Aymerich-Franch, Pompeu Fabra University; Jorge Saldivar, Barcelona Supercomputing Center; Catherine Kircos; Yasamin Sadeghi, University of California in Los Angeles; Sukolsak Sakshuwong, Stanford University • In this study, we examined the usability of augmented reality (AR) visualizations and users’ interest in adopting AR as a storytelling medium in journalism. In a mixed experimental design, 79 participants were randomly assigned to view three New York Times articles in one of three viewing modalities: (1) AR visualizations, (2) interactive (non-AR) visualizations, or (3) non-interactive, static visualizations. There were no statistically significant differences in the perceived usability of the visuals or in the participants’ interest in seeing more visualizations between the viewing modalities. Regardless of the viewing modality, the participants perceived the visualizations as easy, comfortable and desirable to use and as useful ways to learn information. The participants were neither more nor less interested in adopting the technology for their daily use. The findings suggest that usability may not be a major challenge hindering the use of AR in journalism. However, the findings also suggest that the users are not more interested in using AR in their daily lives compared to other, more traditional visual media. These results pose a challenge for news organizations hoping to develop an audience for their AR content: How could they increase the users’ interest in adopting AR as a visual medium for journalistic storytelling?

* Extended Abstract * Statistical numeracy and polling literacy among news readers • Alyssa Appelman, Northern Kentucky University; Mike Schmierbach, Pennsylvania State University • Through an experiment (N = 495), this study tests the effects of errors in polling and statistics on news readers’ perceptions. In all, findings suggest that most readers do not notice these types of errors. Once enough mistakes are included, however, readers do seem to notice, but they do not seem to be bothered by them. This suggests the need for additional media literacy training for readers, as well as additional numeracy training for journalists.

The default motive: Blaming mental illness for violence depicted in news stories • Jessica Roark, Ohio University; Robin Blom, Ball State University • Though the mentally ill are more likely to be the victims of violent crimes than the perpetrators, saturation of negative media images can lead to the belief that the mentally ill are more likely to commit violent acts than others. This study aimed to provide evidence of the degree to which news consumers connected news stories of violent crimes with mental illness as a motive. By examining perceptions of mental illness as a possible motive when presented with composite news stories depicting crimes with different levels of violence, and where mental illness was either included or excluded from the narrative, the researchers were able to demonstrate that news consumers connected mental illness with violent acts, even when mental illness was not part of the narrative.

Truth, Justice, and Sexual Harassment: A comparative analysis of Op-Eds in the Hill-Thomas and Ford-Kavanaugh hearings • Kelli Boling, University of South Carolina; Leigh Moscowitz, University of South Carolina • Using textual analysis to examine Op-Eds during the Hill-Thomas and Ford-Kavanaugh hearings, this paper explores how media can function as an arbiter of public opinion during controversial events. Findings show a shift in Op-Ed contributors, from mostly men in 1991 (60%) to predominantly women in 2018 (70%). Support for women was largely absent in Op-Eds from 1991, replaced by discussions of fairness and justice; while in 2018, Op-Ed authors offered tangible support for Dr. Ford.

Making sources visible: Representation of evidence in news texts, 2007-2019 • Mark Coddington, Washington and Lee University; Logan Molyneux, Temple University • Journalism’s shift toward more aggregative forms of work could be expected to induce a parallel shift in the forms of evidence presented in news texts. A content analysis of news texts from newspapers and digital newsrooms in 2007, 2013, and 2019 shows firsthand evidence is rarely presented. Non-mediated attributed speech was by far the evidence most often presented, but it has become less common over time, with corresponding increases in mediated speech and thirdhand evidence.

Revealing problems, pointing fingers, and creating impact: A survey of investigative reporters/editors regarding journalistic impact • Nicole Dahmen, University of Oregon; Brent Walth, University of Oregon • One measure of success for investigative reporting is impact: Did the story lead to any sort of outcome, from public awareness and dialogue to meaningful policy change? While investigative reporting is historically impact-oriented, there is a dearth of academic scholarship as to what journalists seek and expect when it comes to generating impact. Using data from a national survey of investigative reporters/editors, this research develops a more holistic conceptualization of journalistic impact.

Mapping Peace Journalism: Toward a Shared Understanding of Success • Meagan Doll, University of Washington; Patricia Moy, University of Washington • “Peace journalism has received notable attention in recent decades, though this interest does not necessarily correspond with more peaceful societies around the world. This paper traces three primary domains of peace journalism research—as a concept, as a practice and, by extension, as media content and effects—to demonstrate how uncoordinated metrics for success obscure peace journalism’s normative goals and evaluation. Future work should consider conceptual bridging between research domains alongside mechanisms for cross-institutional assessment.

Same scandal, different standards: The effect of partisanship on expectations of news reports about whistleblowers • Megan Duncan, Virginia Tech; Mallory Perryman, Virginia Commonwealth University; Brittany Shaughnessy, Virginia Tech • The New York Times in 2019 published a story revealing key details about an anonymous whistleblower and included a short quote from the editor defending the decision. The Times did not name the whistleblower, but it revealed enough to ignite a controversy with clear ideological lines. One explanation of Hostile Media Perception is that audiences adjust their standards higher or lower depending on the context of journalism. In this experiment (N=591), we test the different standards explanation on both the perceptions of a story participants just read and their expectations of a follow up story. The experiment manipulates (1) the news brand publishing the news story; (2) the political identification of a politician at the center of a scandal; and (3) the transparency of an editor’s note explaining journalistic process. The results suggest the relationship between an audience member’s ideology and the news story shapes whether the person thinks a whistleblower’s name should be revealed. We find main effects for news brand and politician political identity on current and future journalism. Additionally, the transparent editor’s note improves the perception of the quality of journalism among independents. These results support transparency on the part of news editors to increase perceptions of good reporting. Further, they add to HMP research by suggesting audiences raise and lower the bar of what they consider fair journalism based on who is reporting about whom. In other words, audiences reading about the same scandal have different standards for the details they think should be included.

Constructing city images through local online media: Evidence from 21 major U.S. cities • Lei Guo; Yiyan Zhang • Based on evidence collected from 21 major U.S. cities, this study explores the intermedia agenda setting (IAS) impact of the city-based local online media in transferring the salience of urban issues to the national media agenda. The results suggest a city’s economic power and the scale of its local news industry, especially the traditional media sector, are significantly correlated with its local media’s power to determine how the city is portrayed in the national media.

Varying amounts of information in health news headlines can affect user selection and interactivity • Ronald Yaros, University of Maryland-College Park; Md Mahfuzul Haque, University of Maryland College Park; Md Main Uddin Rony, University of Maryland College Park; Naeemul Hassan, University of Maryland College Park • This experimental study (N = 308) tested if varying the amounts of information in health news headlines significantly affects user selection. Participants exposed to eight headline pairs selected one preferred headline then asked why, and whether they’d like, comment on, or share its content. Results indicate a consistent preference for more informative headlines because they provided more detail. Although fewer low information headlines were selected, the primary reason was they raised curiosity.

* Extended Abstract * Corrections decrease following The New York Times editing consolidation—is this a good thing? • Kirstie Hettinga, California Lutheran University; Elizabeth Smith, Pepperdine University • The New York Times “streamlined” its editing process in 2017 and reduced the editing staff by about half. Through content analysis on corrections (N=1,149), this research examines the effects of these cuts. Preliminary analysis revealed that there were more corrections before the editing process was changed, but that corrections appeared more quickly after the original error occurred following the streamlining of the editing desk. Practical and theoretical implications are discussed.

Ideological Hierarchy in Current China • Yezi Hu, Washington State University; Stacey Hust • Since the Chinese Communist Party(CCP) had to come up with a new ideology to supplement communism in China after the cold war, the complex ideology in China has become a mystery. This study analyzed 200 newspaper articles in Peoples’ Daily to examine and compare the salience of the 12 Socialist Core Values that the CCP is currently promoting in the country. It confirmed the existence of the ideological hierarchy and the five latent themes under the discussion of the values in People’s Daily. This study also found some significant ideological changes after 2018 China’s constitutional amendment, which removed the presidential term limit. It is the first quantitative study of the Socialist Core Values, and it helps the world better understand the ideological foundation behind Chinese behavior and policies.

Transparency in the News • Kirsten Johnson, Elizabethtown College; Burton St. John III, University of Colorado-Boulder • An experimental study was conducted to see what impact varying the level of self-disclosure by a journalist, as well as providing information about why and how a story is being covered, has on the perceived credibility of the journalist, the story, and the organization for which the journalist works. A nationwide study was conducted that included 885 participants. Results indicate the group that saw a picture of the journalist, a low level of disclosure regarding the journalist, and information about why and how the story was being covered rated the journalist, story, and organization highest in terms of perceived credibility. These findings indicate that traditional news organizations, when it comes to building audience credibility, should consider including at least some information about the journalist, and perhaps, more importantly, information about why and how the story is being covered.

* Extended Abstract * Organizational Culture in a Converged Community Radio Station – A Case Study Look at How News Is Made • Angelica Kalika, University of Colorado Boulder • Abstract: As nonprofit community journalism shifts its resources to digital endeavors, this case study examines the organizational culture of a converged community radio station newsroom. Using participant observation and in-depth interviews, the role journalism plays in a nonprofit and independent newsroom is analyzed. Schein’s definition of culture demonstrates how community digital journalistic practices are described and fulfill a community’s information needs. The author makes a case for the professional relevance of the role culture plays in an organization and how news is made in a converged radio newsroom.

A Missed Opportunity? President Trump, the Truth Sandwich, and Journalistic Monitoring of the Executive Office Across Ideological Mainstream Outlets • Linda Jean Kenix, University of Canterbury; Jovita Manickam, University of Canterbury • Journalists have called for a ‘truth sandwich’ in the reporting of President Donald Trump to better ascertain the certitude of his public comments. This paper first reviews the norms of journalism to better understand the present challenges and then attempts to examine journalism in the era of President Trump. It is easier to understand how different contemporary journalism might be if there is a better understanding of the how the practice has evolved. This research then employs quantitative content analysis to examine online articles from four newspapers across the ideological spectrum to uncover sources, tone and presence of the truth sandwich in The United States. Minimal evidence of the truth sandwich was found and coverage of President Trump was largely negative in tone, with differences noted between conservative and liberal media. The stark differences found here have potentially profound implications for democracy and for journalism in America, which are discussed.

Comparative Frame Analysis of a False Ballistic Missile Alert Crisis • Ji Young Kim; Ann Auman, University of Hawaii • News media framing of a community crisis can be studied to better understand the impact of government messages on community reaction. Government is a powerful political actor and source in an emergency for the news media and the public. This study evaluates Hawai’i news media reports and interpretations of state government’s messages about a false missile attack alert. A content analysis was conducted using news frames to evaluate news media’s response to the crisis and compared that to government message frames.

News and Online Public Agenda for the Environmental Health Risk Issues in S. Korea • Ji Young Kim • Grounded in the agenda-setting framework, a total of 587 news and public online messages were analyzed. First, news media articles were collected from the Integrated News Database System where articles were retrieved from nine different daily newspapers in Korea, and then public’s online messages were also collected from an online portal site using the same keywords. Results of this study show some useful communication patterns in terms of sub-issues, stakeholders, and issue frames in the context of environmental health risk. Moreover, this study found some differences between the news and public agendas on the environmental health risk issues.

Audience Engagement with Individual News Organizations and Their News Content, and Influencing Factors • Jisu Kim, Yale Law School; Jisu Huh, University of Minnesota • Using survey data from the audience of six national news organizations in the United States, this article explores the influences of factors for audience engagement with the news organization at the organizational level. The result shows that familiarity with the news organization, frequency of getting news from the news organization, trust in the news in social media, trust in the news organization, and demographics affect audience engagement with news content and the news organization differently.

Third-party candidates, newspaper editorials and political debates • John Kirch, Towson University • This paper examines how newspapers in Virginia covered Sarvis’s campaign and the 2013 gubernatorial election on their editorial pages. In addition to comparing the volume and type of coverage each candidate received, the study analyzed whether newspapers in Virginia supported, opposed, or were indifferent to the Libertarian’s inclusion in the debates. Central questions include: Were newspapers interested in broadening political discourse beyond the confines of the major parties? How did newspaper editorial boards respond once they learned that Sarvis was not invited to the debates? Did any newspaper endorse the Libertarian? And did the news media fulfill its role as a forum of robust discussion, or did it act as an “agent of power,” helping the establishment stifle political discourse rather than enhancing it? The paper finds that third-party candidates receive significantly less coverage than major-party candidates on newspaper editorial pages. Most newspapers also were indifferent to the Libertarian’s exclusion from the debates.

* Extended Abstract * Early Coverage of the Coronavirus Pandemic at US Local Newspapers • Beth Knobel, Fordham University • The outbreak of the COVID-19 coronavirus pandemic provides an opportunity to investigate several aspects of the work of local newspapers in the United States, including gatekeeping, the effect of news wires and news syndication services, and the possible effect of political polarization on hard news coverage. To provide insight on these issues, this study examines the early coverage of COVID-19 at a selection of American local newspapers in 28 states—15 Republican-dominated and 13 Democrat-dominated.

* Extended Abstract * 12 years left—how a climate change action deadline influences attitudes • Patrice Kohl; Neil Stenhouse • “Following the release of a 2018 IPCC report, numerous news media announced we have only “12 years” to avoid abrupt, catastrophic climate change. This experiment tested the influence of this climate change “deadline-ism” narrative on participant attitudes and behavioral intentions. A news article presenting the “deadline-ism” narrative increased support for prioritizing climate change and reduced fatalism, compared to a control condition. It also increased a sense of response efficacy in addressing climate change among liberals.”

Anchoring in the past, tweeting from the present: Exploring cognitive bias among reporters in 2016 presidential election coverage • Jihye Lee, Stanford University; James Hamilton • This study explores how cognitive biases influence news coverage by journalists facing uncertainty and time-pressures on the campaign trail. Examining text corpora generated by 81 reporters covering the 2016 presidential election, we found that journalists who had covered previous presidential elections anchor in the past by making more references to previous political events in their 2016 reporting. Comparing text of their articles and broadcasts to language in their tweets, we found journalists used language on Twitter reflecting more emotion, greater certainty, and a focus on the present. These results were consistent with Kahneman’s model of System 1 versus System 2 thinking.

The Synergistic Effects of Solutions Journalism and Corporate Social Responsibility Advertising • Minjie Li, The University of Tampa • This study explores the synergistic effects of solutions journalism and corporate social responsibility advertising. More specifically, it experimentally investigates how news story orientation (i.e. Problem-Oriented, Solution-Oriented) interacts with the relevance of the advertisement (i.e. Irrelevant, Low-Relevance, High-Relevance) displayed alongside the news story to redirect people’s affective and cognitive responses to the news story and advertisement. The findings demonstrated that the solution-oriented story elicited more positive affect, issue interest, self-efficacy, and favorable evaluations of the advertisement.

The Discursive Construction of Forza Nuova in Italy’s Corriere della Sera: Legitimizing the Ultra-Right? • Cinzia Padovani, Scuola Normale Superiore/Loughborough University • “What is the role of mainstream media in the discursive construction of ultra-right political actors? In order to answer this question, I propose a case study in which I draw from critical discourse studies to investigate Italy’s newspaper of record (Corriere della Sera)’s coverage of the ultra-right party Forza Nuova (FN). I argue that Corriere, one of the most important news organizations in the country, has tended to represent this party as a legitimate player in the political and public sphere, rather than providing the reader with the necessary background on its neo-fascist roots and ideology. The findings provide us with insight into the potential dangers and pitfalls of some core principles of ethical journalism (such as impartiality and fairness) when reporting on ultra-right political actors. This case study shows the importance of a journalism that is shaped by the post-WWII core values of anti-fascism and anti-racism, in a more contextualized and historicized practice.

“Setting Your Own Agenda”: Selective Exposure as a Mechanism for Re-Enforcing Issue Importance • George Pearson, The Ohio State University; Silvia Knobloch-Westerwick; Birkan Gokbag • “Classic agenda setting hypotheses suggest audiences take cues from media as to the most important issues in society. However, this is challenged by a high-choice media environment that allows users to choose topics based off pre-existing interests. A selective exposure experiment found pre-exposure issue importance and media emphasis both predict selective exposure which in turn predicts post-exposure importance. However, media emphasis did not directly predict post-exposure importance, implying selective exposure is necessary for agenda setting.

* Extended Abstract * Covering Parkland: How reporters cope with living through a school shooting • Theodore Petersen • When tragedy strikes, journalists are often among those who run toward the danger. This qualitative study explores the lived experience of 10 South Florida journalists who covered the Parkland school shooting. The journalists shared moving stories. For example, one had her Twitter account faked and received death threats; another worried about his brother who taught at the school. By understanding these experiences, newsroom leaders and journalism professors can better prepare journalists to handle these situations.

News Story Aggregation and Perceived Credibility • Chris Roberts, University of Alabama; Stan Diel, Francis Marion University • The practice of aggregating news content—repurposing content created by other news organizations—raises questions about credibility. This experimental study suggests that news organizations can boost credibility of aggregated content by more clearly identifying originating sources than by increasing or decreasing the use of aggregation. Relationships between levels of aggregation and credibility showed little or no significance, while relationships between credibility and receivers’ confidence in identifying originating sources were significant.

* Extended Abstract * A Qualitative Analysis of US Immigration Coverage by Media During the Obama and Trump Presidencies • Jennifer Sadler • This qualitative analysis examines the frequency of immigration-related posts by media organizations and audience reactions on Facebook from the last three years of Barack Obama’s Presidency and the first three years of Donald Trump’s Presidency: January 2014 – December 2019. The results of this analysis indicate that media have significantly increased posting about this topic since 2014 and audiences have also elevated their participation through comments, shares, and reactions.

A Frame Analysis of Climate Change Solutions in Online News and Media • Michelle Seelig; Huixin Deng, University of Miami; Songyi Liang, University of Miami • Even though the public is aware of climate change, deficient is an adequate discussion about real solutions, preventive measures, or necessary actions that may prevent further deterioration or damage to Earth. The present study seeks to know how online news and media discusses (a) actions to address climate change, (b) self, external, and response efficacy of actions that may be taken to address it, and (c) how are climate solutions visually framed in the news.

Partisan Selective Exposure on Social Media: Individual Preference vs. Community Structure • Jieun Shin, University of Florida • This study examined two different levels of selective exposure phenomenon: the individual level (i.e., a tendency to favor like-minded sources) and network level (i.e., partisan community structures). We linked survey responses from a representative sample of twitter users in the U.S. with their digital trace data from Twitter including media following and exposure to news via their friends. We found that selectivity bias was present in all types of data including self-reported media consumption (survey), media following (digital trace), and indirect exposure to media (digital trace). However, individual- level preferences did not translate into macroscopic network structures in which partisan groups are clustered and isolated. A moderate level cross-cutting exposure and a common use of neutral media hindered extreme partisan segregation. Additionally, we observed an asymmetric pattern of selective exposure between conservatives and liberals. The implications of these findings are discussed with reference to the roles of mainstream media, selective avoidance, and incidental exposure.

National Prisms of a Global Phenomenon: A Comparative Study of Press Coverage of Climate Change in the US, UK and China • Yunya Song, Hong Kong Baptist University; Zeping Huang; Jonathon P. Schuldt, Cornell University; Connie Yuan, Cornell University • Although a number of studies have compared media coverage of climate change issues across countries, most focus on comparisons between the European and US contexts. Chinese media, by comparison, has received much less scholarly attention. This study examines the US, UK versus Chinese media coverage of climate change from 2013 to 2018. Our analysis entails a 39.4 million-word corpus of news texts retrieved from six leading national newspapers. A combination of computer-assisted quantitative linguistic analysis with critical discourse analysis was used to identify and compare linguistic elements as well as the moral reasoning that underpins the journalistic positioning across large corpuses. The findings suggested that the US and UK newspapers tended to frame climate change coverage as a domestic issue, while Chinese media tended to frame it as a global issue that the world at large needs to tackle. Moreover, the Chinese media were more likely to adopt one-sided rhetoric than their Western counterpart, and whereas the U.S. and UK newspapers more often adopted the balanced reporting norm to include a wider range of views. Our finding showed mixed support for the contrast between the West and the East in moral reasoning underlying their climate change stance. Even if the media in these three countries shared certain moral values and concerns regarding climate issues, their relative importance nevertheless varied due to their different socio-political systems and cultural repertoires.

Identity Denied: An Examination of News, Affective Responses, and Behavioral Tendencies among Audiences • David Stamps, Louisiana State University • It is well documented that news coverage of racial minorities impacts audiences’ cognitive, affective, and behavioral responses. Yet, our knowledge is limited in understanding the influence of news coverage of whites on white audiences. By applying assumptions for social identity, self-categorization, and the black sheet effect, the current study experimentally examines these relationships. Results indicate that race-focused, versus non-racialized news, provoke heightened, complex affective and behavioral responses based on group identification.

The Strategic Ritual of Emotionality in Trafficking, Immigration, and Asylum News • Allison Steinke, University of Minnesota-Twin Cities; Valerie Belair-Gagnon, University of Minnesota-Twin Cities • Human trafficking, immigration, and asylum are crucial elements of international human rights covered frequently in American news media. A qualitative content analysis of articles published in three leading U.S. newspapers reveals that the strategic ritual of emotionality provides a helpful lens and analytic framework through which scholars can examine news media discourse on these topics that cultivates a sense of cosmopolitan citizenship while at the same time reproducing established norms of journalism.

* Extended Abstract * The competing ‘content studio’ agenda: A large-scale analysis of sponsored content in elite U.S. newspapers and its agenda cutting effect on corporate news • Chris Vargo, University of Colorado Boulder; Michelle Amazeen, Boston University • 2,711 sponsored content articles from 27 major U.S. corporations were analyzed across five years in the New York Times, the Washington Post, and the Wall Street Journal. The degree to which sponsored predicted significant changes in news coverage for elite media and 2) the U.S. online media was investigated. Half of the corporations change in salience across the media landscape. Agenda cutting was the most common effect observed, happening both inside of elite media and across the media landscape. Corporate sponsored content mildly suppresses coverage of that corporation in online news. Agenda building, however is very rare, or perhaps nonexistent. In this way we suggest that “content studios” may be acting more like advertisers, which have been known to suppress critical coverage of their corporation from time to time, and less like public relations practitioners who amplify and boost the salience of a company’s good deeds.

Greater Expectations: How the Public Perceives News Bias and Journalistic Routines • Tamar Wilner, University of Texas at Austin; Dominique Montiel Valle, The University of Texas at Austin; Gina M. Masullo, School of Journalism, The University of Texas at Austin • “This study, using the hierarchy of influences model, investigates how individuals conceive of bias in the news and of how journalists do their jobs. We find that focus group participants’ conception of bias is broad, actually penalizing reporters for following journalistic routines. Data also shows participants hold high and possibly unattainable expectations for journalists’ adherence to ethics, such as reporting the truth and holding power to account. Implications for media trust are discussed.

Political Journalism and Democracy: How journalists reflect political viewpoint diversity in their reporting • David Wolfgang, Colorado State University; Tim Vos, Michigan State University; Kimberly Kelling; Soo Young Shin, MSU • Journalists express support for providing a diversity of viewpoints in their reporting, but how is this reflected in their content? This study compared survey results of U.S. political journalists’ statements with a content analysis of their reporting. There was limited support for journalists reflecting a diversity of viewpoints in their reporting, but only for those who support civic or direct models of democracy. Results related to sourcing and trust in institutions are also discussed.

Collective Sensemaking with Big Data: Sentiment Analysis of Tweet Content for Journalistic Inquiry • Yanfang Wu • Twitter is recognized by journalists as a powerful journalistic instrument. However, it consumes a great deal of journalists’ time and effort in order to verify the accuracy of the flood of information and transform raw information from social media to reportable results. Moreover, there is a lack of research on how journalists may classify Twitter content. This study seeks to fill in the knowledge gap by utilizing sentiment analysis and sensemaking theory to differentiate Twitter content from a journalistic perspective. This case study focused on 1,771,785 tweets from August 22 to September 16 in the Hurricane Dorian in 2019. The study found analysis of large-scale user-generated data on Twitter helps journalists in sensemaking in a crisis. The impact of opinion leaders on information diffusion on Twitter is declining. Although both subjectivity and polarity predict retweets, a negative association was recognized between subjectivity of a tweet and retweet counts. Moreover, tweets with negative polarity opinions were retweeted more.

* Extended Abstract * Digital News Work: Skills and Attributes Online-only News Websites Seek in their Employees • Casey Yetter, University of Oklahoma; Asma Khanom; Peter Gade • This research looks at the skills and attributes digital-native news sites look for in their employees. A quantitative content analysis of 246 job advertisements from 37 digital native news websites was conducted. Results reveal that these sites seek previous experience more than any other attribute or skill, and while several digital-based skills are common in the ads, those most related to emerging areas of professionalism are seldom present. Online news sites are more niche-oriented than traditional media, and results show that although core journalism skills remain important, there are some important differences the skills these sites seek.

What’s Wrong with Newspapers’ Digital Readership? An Empirical Analysis of the Top 50 U.S. Newspapers’ Online Metrics with the Multidimensional Web Attention Model • Nan Zheng; Iris Chyi; Yee Man Margaret Ng, University of Illinois Urbana-Champaign; Kelly Kaufhold • This study applies the Multidimensional Web Attention Model to 50 U.S. newspapers’ digital readership using Scarborough and Comscore metrics data, showing a less optimistic view of newspaper online readership across all dimensions. National newspapers outperform local newspapers only in audience size. Mobile users surpass the number of desktop users but lack loyalty and depth. Users age 18-24 are a small group and read fewer pages than those 45 or older. Managerial implications are discussed.

Student Papers
* Extended Abstract * Reporting on Syrian conflict from exile: Examining advocacy journalism in diaspora journalists’ online productions and networks • Rana Arafat, University of Lugano • Searching for an inclusive definition of diaspora journalism and the changing roles of journalists in exile, this paper employs an inductive approach to examine how diaspora journalists build online networks that blur boundaries between journalism, activism, human rights advocacy, social movements, and civil society work. Using digital ethnography, qualitative content analysis, and in-depth interviews, the study further investigates the online textual productions of two Syrian opposition news websites to explore their media advocacy strategies and the main topics their reporting activism agendas involve as well as examining the diaspora journalists’ own perceptions of the changing nature of their profession after fleeing the Syrian repressive political spheres. Preliminary findings demonstrate that diaspora journalism poses various challenges to traditional journalism paradigms as journalists’ roles go beyond merely collecting information and publishing stories to include fundraising, training local citizen journalists, collaborating with civil society organizations and carrying out various forms of institutional work. State intervention, objectivity, cyber threats, funding, and accessibility of sources pose other limitations to diaspora journalists’ advocacy efforts.

Intermedia Attribute Agenda-Setting among Hong Kong, U.S. and Mainland Chinese Media • Yining Fan; Vincent Wong • “This study integrates the Protest Paradigm into the analysis of intermedia agenda-setting among major newspapers in Hong Kong, the U.S., and Mainland China concerning the 2019 anti-extradition bill protests. A total of 9,646 news headlines/headings were analyzed. Granger causality tests revealed that paradigm-related attributes transferred from the more “elite” U.S. media to Hong Kong newspapers, while a bottom-up effect was also identified, with Hong Kong newspapers influencing U.S. ones regarding Chinese authority and international society.

News Grazing in the Era of Information Overload: The Underlying Motivations and Technological Affordances for News Grazing • Li Xuan Hong; Xiang Yuan Brenda Pong; Wan Xin Rachelle Lye; Ngiag Gya Trisha Sng • “Guided by the niche theory, this study explored news grazing — the act of skimming through bite-sized news intermittently, or at regular interstices of time, in a summarised format, underpinned by the prioritisation of efficiency. News grazers are motivated by individuals’ increasing demand for efficiency, information motivation and socialisation needs. News grazing is facilitated by the affordances of customisability, accessibility, aesthetics, and simultaneity within the given app (i.e., Telegram) that this study examined.

* Extended Abstract * It doesn’t flow through the taps for free: Framing of Detroit’s water shutoffs by mainstream newspapers • Kelsey Mesmer, Wayne State University; Scott Burgess, Wayne State University; Darryl Frazier, Wayne State University • This content analysis of news stories about the Detroit water shutoffs seeks to understand how the on-going water crisis is framed in the local news—as a human rights issue, or in relation to the city’s financial burden. Using a deductive framing approach, we pay special attention to the frames used within stories and whether articles contained context related to the water shutoffs, specifically about health implications and the cost of water in Detroit.

Framing Media Disinformation in a Time of Crisis: Social Media’s Response to COVID-19 • Hoa Nguyen; Sara Browning • This study examines traditional mainstream media stories published online (N=107) by domestic and international news outlets in January 2020 to decipher how stories frame disinformation in the media during a crisis event. The study draws on Doris Graber’s crisis journalism concept that focuses on audiences’ perceptions that coverage of hazardous events is insufficient to fulfill audiences’ information needs. To this end, the study explores how mainstream journalists educate audiences concerning disinformation types. We find that traditional mainstream media criticize social media for serving as a conduit for disinformation and that mainstream journalists rely mostly on interest group members to correct disinformation.

Law enforcement “journalism” in the modern age: How does social media erode journalistic authority? • Elizabeth (Beth) Potter, University of Colorado Boulder • “In the age of social media, both journalists and law enforcement personnel have changed their news-gathering and dissemination routines. Specifically, journalist interactions with law enforcement sources have changed, both in number and in timing.

What does this say about eroding journalistic authority, if anything? This study finds that journalists continue to follow industry norms of objectivity and verification – especially verification through multiple sources – while using social media tools to help them find information they need to do their work. Law enforcement public information officers often decide not to talk to journalists. Instead, law enforcement officers post information directly to social media site “followers”. This study poses questions about both journalistic and law enforcement authority. It also examines how social media blurs journalists’ “watchdog role” in a modern democracy. While the study is limited to less than 50 participants because of the small number of people working in this particular area (both journalists and public information officers in one western state), it provides valuable insights into the changing nature of who is considered authoritative in providing public information, which can pave the way for a systematic analysis of this issue across the United States.”

Get engaged: Newsletters as a new habit • Elizabeth (Beth) Potter, University of Colorado Boulder • “This study explores the relationship between news engagement and public participation in the digital age at a time when the number of local news outlets around the country has dropped precipitously. As such, this study appears to be the first to look at how online news newsletter subscribers engage in civic life. Participants (N=315) were recruited through the online-only Colorado Sun newsletter – The Sunriser (www.coloradosun.com) and the legacy newspaper, the Denver Post newsletter – Mile High Roundup (www.denverpost.com). This relationship has been studied many times as it pertains to other news platforms and other forms of public participation – particularly voting. But it rarely has been studied as it pertains to other forms of civic engagement. This theme is particularly pressing now, after more than 2,100 local news outlets have gone out of business in the last 15 years (Abernathy, 2018; Pew Research Center, 2018.) Despite the rapid changes going on in the media industry – including increased financial turmoil for virtually every news outlet – findings show that these particular e-newsletter consumers are more likely to follow the news and are more likely to be engaged in their communities. Specifically, the more time that the e-newsletter subscribers spend with the news, the more likely they are to be engaged in specific types of public participation, including attending community meetings, addressing community issues, and attending rallies or protests. People with higher household incomes who subscribe to online news newsletters also are more likely to be engaged in their communities.”

Defending Credibility in Attacks on Online News • Erika Schneider, University of Missori; Courtney Boman, University of Missouri • In the growth of online news, the industry faces new threats on a polarized landscape, such as online astroturfing attacks, that result in real consequences. This research informs scholarship and practice with how news organizations can raise their credibility while lowering the astroturfer’s credibility. As online news has not been immune to these attacks, it recognizes how organizations can effectively inoculate themselves by warning stakeholders and exposing the nature of ongoing malicious campaigns.

Epidemic arrives in political times: Comparing Hong Kong Newspaper Reporting on SARS and COVID-19 • Cheryl S.Y. SHEA, The Chinese University of Hong Kong; Wendy L.Y. LEUNG, The Chinese University of Hong Kong • “This study compares how Hong Kong newspapers with distinctive political affiliations adopt contextual frames in discussing the outbreak of SARS and COVID-19 from a socio-political angle through content analysis (N = 764). We propose a new frame, resistance, to show how the local government’s legitimacy crisis, which arose due to the unresolved Anti-Extradition Law Amendment Movement, is reflected in the presumably unrelated health crisis and how people reacted to the legitimacy crisis through public resistance.”

Ideal Image for News Media: A Typology for Repairing Public Trust • Soo Young Shin, MSU • This study proposes the use of a multidimensional construct of news media—news media image—to better understand the public’s perception and potentially, to repair the public’s trust. Through a multidisciplinary literature review, and qualitative and quantitative analysis, the research identified seven categories of news media image as a heuristic which uncovered: respondents evaluate the public’s perception based on their daily utilities, journalists’ empathetic capabilities, and accessibility to news content, adding to traditional understanding of credibility. The seven categories of news media image were: news usefulness, empathy, news selection bias, personality, credibility, usability, and social responsibility.

Journalism Ethics Shift as Native Advertising Evolves • Ava Sirrah, Columbia • The goal of the study is to see if the creation and dissemination of native advertising shapes the values journalists are asked to uphold and protect. Native advertising is commercial content that is designed to mimic non-advertising content— like stories crafted by journalists— and it is placed alongside non-commercial content. This study examines if a news publisher’s values are challenged when they allow their advertising and marketing departments to produce native ads. The method of inquiry draws upon a series of 35 in-depth interviews with people who sell, help produce, or disseminate native advertising and 10 interviews with people who work in the newsroom. The interviews suggest that a subset of people inside branded content studios are able to shape or influence the work of newsroom journalists and editors.

Mitigating the Negative Bias of the News • Christian Staal Bruun Overgaard, The University of Texas at Austin • An experiment (N = 270) tested the effects of exposure to constructive journalism on social media. Subjects read a series of constructive – or a series of negative – updates made by a fictitious news organization. Compared to those reading negative updates, subjects who read constructive updates perceived the news organization as more credible, expressed stronger intentions to like the updates, felt more efficacy regarding solving societal problems, and experienced more positive – and less negative – affect.

Who Sets the Media Agenda for Nonprofit News Organizations? • Jiehua Zhang, University of Alabama, Tuscaloosa; Danielle Deavours, University of Alabama • “Nonprofit news organizations are expected to fill the reporting voids left by traditional news outlets; traditional, commercial media sources have recently experienced extreme financial difficulties, and they’ve had to cut content and laid off staff. Nonprofit news organizations have been able to overcome some of those financial challenges through donations and sponsors. However, their heavy reliance on contributions and donations raises concerns about their objectivity and independence. The present study applies issue ownership theory to examine agenda and regional bias of news coverage from two nonprofit news organizations: ProPublica (N=186) and the Center for Public Integrity (N=141). The results showed that both nonprofit news organizations put more focus on performance issues, such as government functioning, than Democrat- or Republican-owned issues. However, both organizations covered significantly more Democratic issues than Republican issues. The study also examined the partisan preferences of donors for the organizations. While the Republican Index showed that donors for both news organizations donated more money to Democratic than to Republican politicians, further research is still needed to identify whether or not there was relationship between issue coverage and donors’ political predispositions. Implications and limitations are discussed.

Newspapers as propaganda: How Communist Party of China newspapers frame images on the South China Sea disputes for national and international audiences • Runping Zhu • “Using both quantitative and qualitative content analysis, this study offers a comparative analysis of how two Chinese Communist Party newspapers frame the South China Sea disputes to international and national audiences over the period 2014 to 2016. Building on Lee and Lee’s classification of propaganda techniques, the study examines how a Chinese language paper targeting domestic readers and an English language newspaper targeting the international community use different techniques when presenting the same story to different audiences to create positive images of China and negative images of its opponents. Papers for the domestic market adopted news frames that buttressed citizens’ support for the state’s actions on a foundation of nationalism. In contrast, the primary objective of the newspaper aimed at international readers was to undermine foreign governments’ arguments opposing China’s viewpoint. The empirical findings illustrate how propaganda techniques originally developed and applied in Western and democratic countries have been adopted and refined by newspapers in a state-run Communist press environment to create frames that best align with the cultural and political predispositions of domestic and international readers. These textual techniques are augmented by a variety other article features tailored to the two different target audiences to enhance the credibility of articles. The findings indicate Chinese authorities understand Western communication theory and appreciate how that theory can be applied to disseminate propaganda messages to both foreign and domestic audiences.

<2020 Abstracts

Commission on the Status of Women

Feminism in unlikely places: Northern Nigeria and the #ArewaMeToo Movement • Olushola Aromona, University of Kansas; Fatemeh Shayesteh, University of Kansas • This study examined how Muslim women in Northern Nigeria leveraged social media to advocate women’s issues through the #ArewaMeToo hashtag on twitter. Thematic analysis of prominent feminist themes demonstrated the multiple and intersectional structural barriers that women experience in conservative cultures. The implications of this research are discussed in the context of hashtag activism for advocating for women’s rights and the role of social media in amplifying the feminist works of women in marginalized communities.

#bossbabe: Women’s Use of Social Media in Multilevel Marketing of Body and Health Products • Lauren Britton, Ithaca Collete; Louise Barkhuus, IT University of Copenhagen • Multi-level marketing companies, like Beachbody, Arbonne, and Rodan and Fields, have taken advantage of ubiquitous social media to generate business. This paper investigates how women, and mothers in particular, are drawn to MLM businesses and how they use and depend on individual social networks, particularly Instagram and Facebook, to run their businesses. We draw upon a feminist media theoretical framework to understand the social implications of these MLM companies and their use of women and social media. Conducting both a visual content analysis of Instagram MLM hashtags and an interview study, we examine how MLM mothers deploy social media functionality to support and grow their #mompreneur businesses. Our findings reveal that MLM companies, through their consultants, rely on a new version of ‘marketplace feminism’ to sell their products through social media (#bossbabe!) while generating a loyal and devoted fanbase.

* Extended Abstract * The Association of Fraternity Membership, Sports Media & Masculinity Norms with College Men’s Acceptance of Rape Myths • Stacey Hust; Soojung Kang, Washington State University, Pullman; Leticia Couto; Jiayu Li • Summary of the extended abstract: The current study conducted a survey with 320 fraternity members to assess their sports media use, conformity to masculinity norms, and acceptance of rape myth. Results suggested that conformity to masculinity, regular exposure to sports media, norms, control over women and playboy behavior were associated with acceptance of rape myth. Fraternity membership moderated the relationship between masculinity norms and rape myth acceptance.

Lusting after Shawn Mendes manly hands: Analyzing postfeminist themes in popular Dutch Girls Magazines. • Marieke Boschma, Radboud University; Serena Daalmans, Radboud University Nijmegen, behavioural Science Institute • The current study analyzes in what manner postfeminist thought is articulated in popular girl’s magazines. To reach this goal, we conducted a thematic analysis of three magazines. The results revealed that the magazines incorporate feminist, antifeminist and as a result a postfeminist discourse in their content. The magazines function as a source of gender socialization, with a large palette of postfeminist themes which articulate what it means to be a girl in contemporary society.

“Love what you DOULA”: An Analysis of Doulas and Doula Care in the News Media • Zehui Dai, Radford University; Dinah Tetteh, Arkansas State University • This study highlights the relationship between society, discourse about doula professionals and doula care in childbirth, and women’s maternal health care in general. Qualitative content analysis was used to analyze discourses about doulas, doula care in childbirth and women in different news media internationally. The result suggests that news media sources promote doula support for women in labor and support doula’s advocacy for women’s complex pregnancy experiences. The authors contend that these discourses help to provide a nuanced understanding of women’s maternal health internationally as well as generate a “women-centered approach” in maternity health care.

“Who’s going to be a creep today?” How Gender Influences Audience Interactions with Top Broadcasters • Stefanie Davis Kempton, Penn State Altoona; Colleen Connolly-Ahern, Penn State University • “Audience interaction has become a key metric for the success of broadcast journalists. Social media allow audiences unprecedented access to top broadcast journalists, while also putting pressure on journalists to engage with audience members in more direct ways. However, as this study suggests, most of these interactions are subjected to the same gendered prejudices that have been instilled in the broadcast news industry for decades.

This study explores the role of gender in audience interaction with top broadcast journalists. A mixed method approach combining qualitative interviews and social media discourse analysis helped to uncover the ways in which male and female broadcast journalists interact with audiences, as well as how they negotiate through those interactions. Findings shed light on the gendered, and sometimes dangerous, ways in which these interactions take place.”

“Sluts and nuts”: Symbolic annihilation of women in the Kavanaugh allegation coverage • Danielle Deavours, University of Alabama • Modern American journalism practices rely heavily on the use of expert sources. Historically, white, male officials have dominated as sources in print, television, and online media (Humprecht & Esser, 2017), which means women are not being given an equal opportunity to influence the news. This can be especially troublesome in news coverage of sexual harassment allegations, where both female and male perspectives need to be heard. Symbolic annihilation theory suggests that media largely ignore women or portray them in stereotypical roles (Gerbner & Gross, 1976). This study seeks to expand the use of symbolic annihilation theory in the context of how females are used as sources in sexual allegation coverage. The study utilizes a content analysis of the national coverage of the Brett Kavanaugh sexual assault allegations in print, online, and television outlets. The study finds that journalists used male sources more often than female sources, and that male journalists were more likely to use male sources than female journalists. In addition, the study found that male sources were more likely to support Kavanaugh, less likely to support the accusers, and less likely to mention other victims of sexual assault or the #MeToo movement. These findings suggest symbolic annihilation is present in the coverage of this case, concerning considering the gendered issue of sexual assault allegations against an accused male in a position of power.

* Extended Abstract * “An utter disregard for best practices in supporting survivors:” Social media and ethics policies in the #MeToo era • Bailey Dick, Ohio University • In light of the January 2020 suspension of Washington Post reporter Felicia Sonmez for supposedly violating the paper’s social media policy in her tweeting about sexual assault as a sexual assault survivor herself, this study examines existing social media and ethics policies that in leading American newsrooms. Specifically, this paper examines those codes and policies in light of the #MeToo movement and the existence of policies that pertain to journalists sharing their own experiences with gender-based violence.

She’s a lady; he’s an athlete; they have overcome: Portrayals of gender and disability in the 2018 Paralympic Winter Games • Tracy Everbach, University of North Texas; Karen Weiller-Abels; Andrew Colombo-Dougovito, University of North Texas • This qualitative content analysis of the National Broadcasting Company’s (NBC’s) coverage of 2018 PyeongChang Winter Paralympic Games sought to examine how the broadcasters framed gender and disability. The researchers employed feminist approaches, intersectionality, and hegemonic masculinity to examine the frames used in Alpine skiing coverage from the Paralympic Games. Results showed that women athletes received less airtime than the men, that women athletes were placed into traditional gender role frames, and that women were portrayed in a sexualized manner. The researchers also found that athletes’ disabilities were framed in a medicalized way, as something they should “overcome,” and that Paralympic athletes with disabilities were portrayed as “less than” able-bodied athletes. The researchers discovered that coverage of the Paralympic Games has not changed in the past decade, continuing to oppress women athletes with disabilities by stereotyping and marginalizing them, and stigmatizing both male and female athletes with disabilities by framing them as aspiring to be able-bodied.

“Remember to Breathe (But Don’t Make a Sound!)” Constructions of Childbirth in Post-Apocalyptic Narratives • Katie Foss, Middle TN State University • The rise of post-apocalyptic narratives has introduced a new lens on mediated birthing experiences. This paper uses a narrative analysis of pregnancy, labor, and birth on The Walking Dead (2010- ) A Quiet Place (2018), and Bird Box (2018). Findings suggest that these texts idealize medicalized birth, distort the birthing process, and reinforce the dichotomy of the “good” and “bad” mother – overall, missing their potential as redefined feminist spaces that present birth as natural.

The Syllabus is a Boys’ Club: Examining the paucity of woman authors in course materials at three U.S. journalism schools • Meg Heckman, Northeastern University; Maya Homan • An analysis of 222 journalism school syllabi used by three U.S. journalism schools during the 2018-2019 academic year revealed that the majority of instructional material was created by men. Of the authors listed on the syllabi in our sample, just 34% could be identified as women, although female instructors were somewhat more likely to assign material created by women. Roughly 20% of the syllabi analyzed listed no female authors at all. We argue that a paucity of woman authors in journalism school instructional materials contributes to the symbolic annihilation of women from the profession and may enforce male hegemony in newsrooms. We also discuss the role of groups like AEJMC’s Commission on the Status of Women and the Journalism and Women Symposium might play in encouraging journalism educators to make their syllabi more inclusive.

Media consumption and rape myth acceptance: A meta-analysis • Ashley Hedrick, University of North Carolina at Chapel Hill • This meta-analysis studied the relationship between media consumption and rape myth acceptance (RMA). Twenty-nine studies (N=3,307) met inclusion criteria. The overall weighted mean effect size was r=0.086 (p<0.001), indicating a small but statistically significant relationship. Sub-analyses indicated that a few media types, especially violent pornography viewing and general pornography viewing, drove this relationship. Also, age was a significant moderator. Adolescents and young adults reported a stronger relationship between media consumption and RMA than adults.

Sexist Events Make It Hurt More: Objectification, Social Comparison, and Disordered Eating among Female Instagram Users • Roselyn Lee-Won, The Ohio State University; Mackenzie Kibbe; Sung Gwan Park, Seoul National University • Image-centric social media platforms such as Instagram are heightening females’ body image concerns. We aimed to extend the objectification theory framework by elucidating the role of social comparison and sexist discrimination experience. This study, conducted with a national sample of adult female Instagram users, showed that the positive relationship between body surveillance and disordered eating was significantly mediated by social comparison on Instagram and body shame; this serial mediation was moderated by sexist discrimination experience.

You can have it all with medicine: A qualitative analysis of gender in DTC advertisements • Hayley Markovich, University of Florida; Amanda Bradshaw, University of Florida; Debbie Treise, University of Florida; Matthew Cretul • Previous studies and reviews have looked at the differences in gender regarding diabetes disease management. This textual analysis looked at direct-to-consumer diabetes medication commercials to understand how these advertisements may influence, and produce gendered understandings of type 2 diabetes. Analysis of 66 direct-to-consumer advertisements, representing 10 brand name medications, found three gender stereotypes and two overall message strategies. The gendered depictions can potentially affect how women with the condition understand the condition and its treatments.

Miscarriage in the Media: Effects of Media Representation of Miscarriage on Knowledge and Attitudes • Zelly Martin • “This survey of 301 adults in the United States examines the effects of exposure to media about miscarriage on knowledge and attitudes about pregnancy loss. Results indicate that exposure to media about miscarriage had a small but significant association with knowledge about miscarriage. Knowledge about miscarriage had a moderate, significant relationship with positive attitudes about women who miscarry. Increased media exposure about miscarriage could lead to more positive attitudes about women who have miscarried.

“I will slap your face with my penis” Slovak female journalists describe their working environment • Simona Mikušová, Comenius University, Department of Journalism • The largest survey of female journalists working in the Slovak mass media was undertaken in 2020 and asked participants to respond to questions about their working conditions and perceived gender discrimination. This article focuses on their responses in relation to the motherhood dilemma, income gender gap, violence and harassment inside and outside of the newsroom and the impact of a predominantly masculine management. The study uses a mixed-methods approach, including an online survey of 150 female journalists and qualitative interviews with 10 female journalists. Most respondents articulated that flirting, sexual jokes, vulgarisms and other forms of sexual harassment are very common in their newsrooms. Surprisingly, few of the respondents reported this kind behavior as inappropriate. Slovak journalists are more concerned about low wages, gender biases that disadvantage mothers and even the absence of an older generation in their newsroom.

Developing new voices: Exploring feminist digital activism in India • Paromita Pain, University of Reno, Nevada • As my analysis of the tweets and interviews with participants and activists of the #MeTooIndia movement in 2018, show, the work of elite activists and the risks they took was critical to the success of the campaign but there was an exclusion of suburban voices and experiences. The onerous and taxing nature of digital labors are an unrecognized feature of women’s activism online, especially in the Indian context, adding more work to women’s already rarely acknowledged and undervalued burdens of labor. Online action here may have been supplemented by offline action, but participants found little support otherwise. Compounding issues, as the interviews reveal, are social media platforms who by nature are sexist and that has negative consequences for online feminist advocacy.

Women in wrestling: The representation of Olympic athletes in traditional media and on personal social media accounts in 2016 • Shannon Scovel, University of Maryland • This study assessed the traditional and social media coverage of U.S. wrestlers during the 2016 Olympic Games. Women’s wrestling articles from the Games aligned with previous research that suggests women are viewed as “other” by traditional press. Reports on Helen Maroulis’ gold medal win also focused on her position as a determined underdog and compared her to successful male wrestlers. Wrestler social media posts on Twitter and Instagram portrayed themes of empowerment and feminism.

Returning to the Digital World: Technology Use and Privacy Management of Women Transitioning from Incarceration • Hyunjin Seo, University of Kansas; Hannah Britton; Megha Ramaswamy; Darcey Altschwager; Matthew Blomberg, University of Kansas; Olushola Aromona, University of Kansas; Bernard Schuster; Ellie Booton; Marilyn Ault; Joi Wickliffe • Through interviews with 59 women transitioning from jails or prisons, our research analyzed barriers facing this population in terms of access to and use of digital communication technologies. We also examined the women’s perspectives on privacy and security online and how their perspectives influence their activities online. Discussions around these topics identified various facets of challenges the women face in returning to a society in which navigating digital information is of great importance. Our findings indicate that precarious situations that most of these women experience affect how they define and operationalize privacy boundaries online. Specifically, precarious housing and financial situations, concerns of ex-partners, mental health challenges, and lack of self-efficacy pose challenges for their digital access and use and influence their online privacy perspectives. Despite increasing rates of women’s imprisonments in the United States and growing importance of digital technologies in almost every aspect of our lives, there is little research examining how this marginalized population accesses and uses digital communication technologies. In this sense, our study fills an important gap in the literature. In addition, findings from this research suggest scholarly and policy implications for those who study or work in the areas of digital inclusion, marginalized women, or reentry education.

The Dragonfly Effect: Analysis of a Social Media Women’s Empowerment Campaign • Aya Shata, University of Miami; Michelle Seelig • This research examines how advocates used social media in advocacy efforts of the “Taa Marbuta” women empowerment campaign in Egypt. In-depth interviews conducted with the National Council for Women, United Nations entities, and SIDA. The campaign was analyzed using the dragonfly effect model as the analysis framework, and found it has clear goals and various techniques for attention and engagement, but ‘call for action’ was absent. Further analysis revealed two emerging themes. Social media transformed the campaign into an icon of women empowerment.

Forming a social-help movement through the efforts of breast cancer survivors in the #WeEightWomen campaign • Fatemeh Shayesteh, University of Kansas • In recent years, eight Iranian breast cancer survivors use the hashtag #WeEightWomen in Farsi to share their cancer-related messages on Instagram. This study aims to explore how #WeEightWomen campaign founders perceive this online social-help groups and examine whether this online social-help group could be considered a social movement. The findings revealed that founders have both positive and negative perceptions of this group. Drawing on Resource Mobilization Theory, this social help group is a social movement.

* Extended Abstract * Who’s Your Daddy? Gender Schema, Hostile Sexism, and Political Orientation as Predictors of Attitude toward “Enlightened Manvertising” • Miglena Sternadori, Texas Tech University; Alan Abitbol, University of Dayton • Results of a survey of U.S. men (n = 285) indicated that participants’ gender schemas, hostile sexism, political orientation, and support for women’s rights influenced their attitude toward “enlightened manvertising,” which refers to campaigns that redefine masculinity by promoting both masculine and feminine traits as a part of manhood. The results suggest a link between men’s views on redefining masculinity and their views on women and women’s roles in society.

* Extended Abstract * Intersectionality and transnational feminism: Breaking boundaries with standpoints of women public relations professionals in United Arab Emirates • Leysan Storie; Katie Place, Quinnipiac University • Feminist scholarship in public relations has illustrated women’s unique experiences and opportunities in the field. However, the majority of feminist research in public relations has remained safely within the Western boundaries, and has been characterized by a simplistic view of women, often considering only gender identity with disregard to other factors. This study applies intersectionality theory to explore the experiences of women PR professionals in the United Arab Emirates through in-depth qualitative interviews.

Angry Gymnastics: Representations of Simone Biles at the 2019 National and World Championships • Carolina Velloso, University of Maryland, College Park • This paper analyzes the representations of Simone Biles in media coverage of two major gymnastics events in 2019. Using the framework of critical feminist and race theories, a textual analysis of 34 articles revealed the pervasive use of gendered and racial codes to describe Biles in competition. The findings reveal a complex, intersectional representation of Biles, and underscore the persistent and systemic presence of these codes in contemporary discourse.

* Extended Abstract * Extended Abstract: Muslim Women: Semantic and Visual Primes, Stereotypes, and Evaluations • Anastasia Vishnevskaya; Heena Khan; Alex Tan • This study tests whether semantic and visual primes can activate stereotypes of Muslim women. We conducted a 4-factor randomized experimental design with adult Americans as participants. Our results show that primes activate two stereotype dimensions – warmth and competence. We also found that competence predicts intent to interview and hire for a university teaching job. Finally, we found that a high intensity prime activated positive evaluation on the competence stereotype dimension but negative evaluations on warmth.

<2020 Abstracts

Advertising Division

Graduate and Undergraduate Student Research
Exploring the Effect of Control on Playable Ad Effectiveness • Xiaohan Hu, University of Illinois at Urbana-Champaign • The playable ad is a new type of digital advertising that combines interactivity with gamification in brand communication. This study explores the psychological processes and effects of playable ads. Guided by psychological reactance theory, I examine how playable ads influence consumers’ perceptions of control, product attitude and psychological reactance. Findings from an experimental study show that playable ads, compared to video ads, increased consumers’ perceived control, which led to more positive attitudes toward the advertised products. This study also supports psychological reactance theory by revealing that increased perceptions of control diminished perceived freedom threat, and subsequently alleviated consumers’ psychological reactance (both anger and negative cognitions) toward advertising messages. Theoretical and managerial implications of these findings are discussed.

Words Can Tell More than Pictures: Investigating the Role of Presentation Format and Motivation on Consumer Responses to Online Product Information • Xiaohan Hu, University of Illinois at Urbana-Champaign; Chen Chen, University of Illinois at Urbana-Champaign • We describe the results of a study exploring the effect of presentation format and motivation on consumer responses to online product information. We compared the effects of visual and textual online product presentation formats, controlling for the message content participants were exposed to in each condition. We also investigated the effect of consumer motivation (utilitarian and hedonic) in this process. Dependent measures included affective, cognitive, and conative (i.e. search and purchase intention) responses toward the product. Results showed that textual presentation led to increased cognitive and affective responses. We also found that cognitive and affective responses mediated the effect of presentation format on consumers’ search and purchase intentions. These results are discussed in the context of online search advertising and consumers’ product information-seeking behavior.

Effectiveness of Social Media Influencer Advertising: Attachment to Social Media as a Key to Positive Consumer Engagement • Haseon Park, University of Alabama • A growing body of advertising research has revealed that sponsoring social media influencers is effective in generating positive consumer attitudes toward advertising and behavioral intentions. In line with the previous influencer advertising research, this study aims to investigate engagement via social media influencers by taking psychological and behavioral aspects into account. Specifically, psychological attachment to social media (ASM) was examined as a predictor of social media influencer advertising effectiveness. An online experiment was conducted among college student samples by measuring attachment to social media, attachment to influencer, attitudes toward the brand and the influencer. Results indicated that attachment to social media, as a psychological personality trait, had significant, positive influence on behavioral intentions to comment on influencer’s sponsored post and purchase the promoted product. In addition, attachment to social media significantly enhanced attachment to influencer as well as brand trust. Theoretical and practical implications are discussed.

* Extended Abstract * The Illusion of Gender Diversity Among Advertising Practitioners: A Textual Analysis of Award-Winning Agency Websites • Teresa Tackett, University of North Carolina – Chapel Hill • Gender disparity continues to permeate the advertising industry, with only 29 percent of women comprising the role of creative directors in advertising agencies. This research in progress used textual analysis to examine how award-winning agency websites are encoded with messages of deep-level diversity ¬– despite visually exemplifying surface-level diversity – by exploring the rhetorical and emblematic meaning-making processes creative agency practitioners use to position their teams on their websites.

Employee Engagement: How Female Advertising Agency Practitioners Avoid Burnout and Maintain Creativity • Teresa Tackett, University of North Carolina – Chapel Hill • This study analyzes women’s creativity and job satisfaction in an advertising agency setting as it relates to the agency’s leadership, culture and workplace processes. Exploring Employee Engagement Theory through 10 semi-structured interviews with female advertising practitioners, the results demonstrate the key role communication plays in determining levels of engagement in the workplace, which is imperative for the recruitment and retention of talent in an industry riddled with burnout.

Product qualities perceptions in online an context: An exploratory study of package design elements’ influence • Jacqui Villarreal • Living in the 21st century is synonymous with living in a digital world, including purchasing goods online, with 79% of Americans reporting doing so (Smith & Anderson, 2016). One of the growing online retailing industries is skincare, an industry in which shoppers tend to evaluate their options online before making a purchase either in store or online (Mintel Academic, 2017). An online experiment was deployed to test the perceptions of skincare products, specifically a moisturizer. Participants were exposed to one of three experimental conditions (a seafoam jar, a glass bottom jar, or a silver capped jar) each compared to a control (an all white plastic jar), and the study measured product perceptions including effectiveness, luxuriousness, quality, attractiveness, price, and purchase intent. Results show that there are significant differences between the glass bottom stimulus and the control condition in terms of all outcomes (p=.018 for effectiveness, and p=.000 for all other outcomes), with the mean scores being higher for the glass jar by >1 point for multiple outcomes. The findings from this study implicate that the packaging of a product may influence consumer perceptions of the qualities of that product.

How Skeptical Are You About This Sponsor? Comparing the Effects of Alcohol Industry Sponsored and Nonprofit Organization Sponsored Anti-Drunk Driving Advertisements on Attitude Toward Drunk Driving • Chung In Yun, Stan Richards School of Advertising and Public Relations at the University of Texas at Austin • This study compared the effects of industry-sponsored and nonprofit organization-sponsored anti-drunk driving advertisements on consumers’ skepticism level and their attitude toward drunk driving. The results showed that the alcohol industry’s advertisement engenders higher consumers’ skepticism than the nonprofit organization’s advertisement. Moreover, among the participants who watched the industry’s advertisement, people with a high level of skepticism are more likely to have negative attitude toward drunk driving behavior than those who have a low skepticism level.

Open Research
Superiority, Comfort and Responsiveness: U.S. Car Ads Take on Japanese Competition, 1965-1977 • Khalid Alharbi, University of South Carolina; Jackson Carter, University of South Carolina; Kenneth Campbell, University of South Carolina • This study explores frames used by U.S. automobile companies in advertisements when Japanese cars entered the U.S. market on a full scale in the mid-1960s to late 1970s. Using a grounded theory approach, an analysis of 200 print advertisements suggests that U.S. auto companies used a frames of superiority at home and abroad, which were direct reflections of the political and cultural changes occurring in the country.

Effects of Brand Feedback to Negative eWOM and Moderating Roles of Product Price • Manu Bhandari, Arkansas State University; Kyung Jung Han, California State University – Bakersfield; Po-Lin Pan, Arkansas State University • This 2 X 2 experiment examined effects of brand feedback (a business’ written response to online reviews/eWOM) and product price (monetary cost) on brand attitudes and purchase intentions. Brand feedback improved brand attitudes and indirectly increased purchase intentions. Higher prices, however, led to brand feedback decreasing purchase intentions. Findings further establish brands’ role in eWOM theory, and, consistent with some past research, suggest brand feedback may not be without its risks.

FoMO and Happiness on Instagram: A serial mediation of social media influencer-related activities and the role of authenticity • Jung Ah Lee; Laura Bright, University of Texas at Austin; Matthew Eastin, University of Texas at Austin • Mounting research shows negative psychological effects for social media and recognizes Fear of Missing Out (FoMO) as a key driver of social media use. This article focuses on social media influencers (SMIs) and investigates potentially positive forms of usage on psychological well-being. A serial mediation model using survey data (N = 617) indicates SMI-related activities are positively associated with subjective happiness. Furthermore, SMI-related activities jointly and positively mediate the relationship between FoMO and subjective happiness.

Time, Space and Convergence in Advertising and Public Relations: Contemporary Analysis of Job Market Trends • Andrew Brown, University of Tennessee; Sally McMillan, University of Tennessee; Alexander Carter, University of Tennessee; Nicholas Sarafolean, University of Tennessee • “The purpose of this research is to explore the influence of time, space and convergence on modern advertising and public relations. Using a media ecology lens, this study explored how technology shifts have impacted traditional advertising and public relations disciplines: are the disciplines converging or moving apart? By employing digital scraping and analysis technologies, researchers pulled 2,609 advertising listings and 2,855 public relations job listings in the fall of 2019 and analyzed the full text of those listings for evidence of convergence and/or divergence. Consideration of five research questions revealed a job market that seeks essential communication skills, digital marketing and social media mastery; while also championing traditional and discipline-specific advertising and public relations core competencies.”

The Short- and Long-term Memory of Brands Co-appearing in Television Programs • Fanny Fong Yee Chan, Hang Seng University of Hong Kong • The proliferation of brand integrations has led to a phenomenon of brand co-appearance which appeared to be an increasingly prevalent trend in television programs. However, the cognitive impact of brand co-appearance has yet to be explored. Three experimental studies were conducted to examine the short-term and long-term recall and recognition of brands co-appeared. The results have important theoretical implications to the field and provide practical insights to brand owners and marketers.

Social Media Influencers’ Disclosures of Brand Relationships on Instagram: Characteristics and Engagement Outcomes • Su Yeon Cho; Shiyun Tian, University of Miami; Xiaofeng Jia; Wanhsiu Tsai • This content analysis presents one of the earliest systemic examinations of social media influencers’ brand-related posts on Instagram by assessing the message characteristics and engagement outcomes of posts with and without disclosures of material connections. Additionally, this study compares posts for endorsed, co-branded, and self-branded products, and evaluates to what extent SMIs comply with the FTC disclosure guidelines. Based on the findings, theoretical and strategic implications were provided for marketers, SMIs, and policymakers.

Brand Message Strategies on Instagram • Jung Hwa Choi • The primary goals of this research are to provide an exploratory analysis investigating how global brands currently use social media, especially Instagram, to share brand messages and build relationships with consumers. Specifically, this study analyzes corporate account marketing messages posted by global brands on Instagram to understand how global brands are using Instagram for purposes of interacting with and building relationships with consumers using a content analysis based on the brand associations by Aarker. Consumers’ reactions to each strategy used in photos and captions – “likes” and comments – were analyzed as indicators of consumer engagement. The overall findings of the study indicated that Instagram marketers often are not using the strategies that generate the highest consumer engagement. Practical guidance on how to tap into the brand potential of marketing communication tools, such as Instagram is provided.

Unbranded and Branded Direct-to-Consumer Advertising (DTCA) Using Social Media Influencers and Effects of Disclosure • Ida Darmawan, University of Minnesota; Jisu Huh, University of Minnesota • “This study examined effects of unbranded and branded DTC social media influencer advertising by pharmaceutical companies on attitude toward the ad and behavioral intentions, and the impact of ad disclosure on the ad outcomes. The underlying mechanism was evaluated by applying the Persuasion Knowledge Model. The unbranded message with ad disclosure resulted in higher persuasion knowledge activation, leading to more positive attitude toward the ad and higher behavioral intentions. Additionally, significant interaction effect was found.”

Consumer Responses to Sponsored Posts on Instagram: The Roles of Selfie, Account Verification, and Valence of Caption • Yang Feng, San Diego State University; Chen Lou, Nanyang Technological University • Marketers continually seek ways to enhance social media users’ empathetic reactions toward a brand endorser who uploads a sponsored post. Given this background, this research examines how three elements (i.e., selfie-posting, account verification, and valence of post caption) affect consumers’ empathetic reactions to sponsored posts on Instagram (operationalized as the number of “likes” a sponsored post receives) using social media data. Our results indicate that the negative valence of a caption impairs the two-way interaction effect between account verification and selfie on users’ empathetic responses. However, the positive valence of the caption does not play a significant role. Implications and future research directions are provided.

Visual Cues in Direct-to-Consumer Advertisements for Healthcare Services • Kylie Hill, University of Nevada, Reno; Sung-Ywon Park, University of Nevada, RENO • The visual cues on healthcare service advertisements can influence consumers’ expectations and attitudes towards healthcare services and providers. In this study, a visual content analysis of digital direct-to-consumer healthcare service advertisements was carried out in order to examine identity characteristics of patients and providers, healthcare interactions, and patient motivators depicted in the advertisements. Subsequently, the content analysis results were compared with the actual preferences of healthcare users identified through interviews.

The Moderating Role of Media Multitasking in the Effects of Message Consistency across Multiple Ads • Se-Hoon Jeong • Using two experiments, the present study examined how message consistency (vs. variation) across multiple ads affects cognitive and attitudinal outcomes and whether media multitasking moderate the effect. Results of Experiment 1 and Experiment 2 showed that the effect of message consistency on cognitive outcomes (brand memory) was moderated by media multitasking such that the positive impact of message consistency on brand memory was found when multitasking, but not when single-tasking. In addition, Experiment 2 showed a significant main effect of message consistency on attitudinal outcomes such that the varied message (vs. consistent message) condition induced more favorable attitudes toward the ad and the brand. The results suggest that the message consistency strategy can be effective in the multi-media environment where media users frequently multitask, yet the strategy needs to be used with caution.

Should Stigmatized Companies Use a high-fit or low-fit Cause in Cause-Related Marketing? • Mengtian Jiang, University of Kentucky; Hyun Ju Jeong • This study investigated the effects of organizational core stigma and company-cause fit on consumer responses to the cause-related marketing campaigns. 272 Mturk workers participated in 2 (stigmatized industry: casino vs amusement park) x 2 (company-cause parings) online experiment. Results showed that socially stigmatized companies should use a high-fit cause in CRM to reduce the negative effects of stigma on perceived social responsibility and company attitudes, which increased purchase intention. Contributions, limitations and future research directions are discussed.

The Determinants of Pre-Roll Ad Skipping and Viewership: Evidence from Big Data • Mi Hyun Lee, Northwestern University; Su Jung Kim, University of Southern California; Sungho Park, SNU Business School, Seoul National University; Sang-Hyeak Yoon • Skippable ads are known to provide a better ad experience by giving viewers sense of control with the ability to skip an ad after watching it for a short period of time. Despite the growing interest, few studies have investigated factors that influence skipping or viewership of pre-roll skippable ads. This study examines the determinants of pre-roll ad skipping and viewing behaviors by using clickstream data of 2,078,090 users’ ad and content viewing behaviors on a popular online video content platform in South Korea. We found that ad skipping and viewing behaviors are influenced by ad viewing habit, age, contextual factors such as when and how they watch online video content, and the congruence between program genre and ad brand category. We conclude with the theoretical and practical implications of the findings.

Do Viewers Really Talk about Ads during Commercial Breaks? Findings from a South Korean Social TV Platform • Kyongseok Kim, Towson University; Hyang-Sook Kim, Towson University; Mun-Young Chung; Yeuseung Kim • As live TV has lost viewers to streaming services and digital videos, live TV producers have strived to bring viewers back to TV screens by integrating social features in programming. Meanwhile, social TV has become a prevalent TV viewing pattern. While previous findings indicate that social TV can help increase engagement with TV programs, whether advertisers can benefit from social TV is uncertain. The aim of this study was to shed more light on this idea by investigating what live TV viewers talk about during commercial breaks. A content analysis was conducted using 4,792 live comments posted on a major social TV platform during the commercial breaks in five episodes of a popular South Korean TV drama. Results indicate (a) that a majority of the live comments pertained to the drama episodes (79.7%) rather than commercials (8.9%) and (b) that the comments related to commercials tended to be negative (50.1%). Overall, the findings suggest that social TV viewers might be program-oriented and, thus, either neglect or unfavorably perceive program-irrelevant tasks (e.g., attending to and processing commercials). Theoretical and practical implications for social TV advertising are discussed.

Internet Users Respond to Relevant and Irrelevant Ads Within Online Paginated Stories Differently When the Ads are Presented at Different Proportions: Application to Programmatic Buying and Contextual Advertising • Anastasia Kononova, Michigan State University; Wonkyung Kim, BNU-HKBU United International College; Eunsin Joo, BNU-HKBU United International College; Kristen Lynch, Michigan State University • Applying the ad-context congruence framework, priming theory, and associative network of memory model, an online experimental study (N = 449) investigated the effects of displaying different proportions of thematically relevant and irrelevant ads in online paginated stories on cognitive load, brand recognition memory (sensitivity and criterion bias), ad and brand evaluations, ad clicking intentions, and brand purchase intentions. The results of the study indicated that the brands advertised in context-irrelevant ads were recognized better than the brands advertised in context-relevant ads. Encoding of irrelevant ads was associated with a conservative criterion bias, especially when these ads were presented in the condition with the high proportion of relevant ads. Ratio of relevant to irrelevant ads affected recognition of these ad types differently. Attitudes and behavioral intentions were more positive toward relevant ads than toward irrelevant ads. Theoretical implications of the study are connected to the advancement of the two-dimensional construct of thematic ad-context congruence. Practical implications are discussed in relation to contextual advertising and programmatic buying.

Associations between Tourist Profiles, Destinations, and Electronic Word-of-Mouth (eWOM) Communications: A Study on TripAdvisor • Say Wah Lee; Ke Xue • Despite abundant research on tourists’ eWOM communications, studies on factors related to their actual eWOM communications remain limited. This research investigates associations between tourist profiles, destinations, and eWOM communications. Review data regarding ten destinations in two Chinese cities were mined from TripAdvisor. One-way and two-way analyses of variance were conducted. Results showed significant differences in ratings and numbers of words in reviews across various tourist profiles and destinations. Implications and future research suggestions were provided.

Traditional Ads versus Host-Read Sponsor Ads: Examining Consumer Response to Advertising in Podcasts • Annika Fetzer Graham, The University of Alabama; Nancy Brinson, The University of Alabama; Laura Lemon, The University of Alabama; Coral Bender, The University of Alabama • The purpose of this study is to understand the effects of traditional ads vs. host-read sponsor ads for the same brand in various podcasts. Specifically examined were respondents’ persuasion knowledge, ad skepticism, and parasocial interaction. This 2 (familiar vs. unfamiliar) x 2 (host-read ad vs. traditional ad) online experiment (n=212) found that familiarity with the podcast and its host increased parasocial interaction, leading to higher perceived ad credibility, and a more favorable attitude toward the brand. The ad type impacted ad credibility and attitude toward the brand when controlling for parasocial interaction.

Irritating or enjoyable? Exploring the effects of soft-text native advertising and social-media engagement level • Kang Li; Fuyuan Shen • Given the proliferation of native advertising, and the limited existing research regarding the persuasion path of native advertisements on social media, the present research aimed to compare the effectiveness of native advertising with that of regular social-media advertising. Specifically, this research focused on one type of native advertising, soft-text native advertising, which has rarely been explored in existing research. In addition, we also examined the effects of engagement levels of social-media native advertising. The results showed that, compared to regular social-media advertising, soft-text native advertising is more effective for inducing favorable attitudes toward ads and products, as well as greater purchase intention. This is achieved through inducing higher perceived entertainment, flow experience, ad value as well as lower perceived irritation. In addition, the existing engagement level (e.g., number of views and comments at the time the user views the ad) can significantly affect viewers’ purchase intentions through influencing perceived ad entertainment. Based on these findings, suggestions regarding means of creating more effective social-media advertising are presented.

Choosing Appropriate Colors for Green Advertising: Perceived Greenwashing through Color Choices • Dongjae (Jay) Lim, University of Georgia; Nah Ray Han, University of Georgia • Many studies found that color delivers meaning and influence consumers’ minds and feelings, yet relatively little empirical findings exist on the topic of green advertising. By drawing on the match-up hypothesis, we aimed to shed light on how different types of color affect consumers’ evaluation of green ads. The study involves a 2 (Environmental performance: fit vs. unfit) × 4 (colors: green vs. blue vs. red vs. gray) experiment and reveals that colors associated with nature imagery lead favorable attitudinal outcome through color appropriateness. Moreover, we found that the role of color appropriateness is moderated when consumers perceive a mismatch between color and the brand’s actual environmental performance. When consumers perceived color that is not associated with the actual environmental performance of the brand, even colors associated with nature (green) was deemed to be a less appropriate choice, which further perceived as greenwashing.

Excellence in Ad Agency Leadership: A Mixed Method Multi-Country Study of Attributes and Styles • Padmini Patwardhan; Sabrina Habib, University of South Carolina; Hemant Patwardhan; Gayle Kerr; Louise Kelly; Kathleen Mortimer; Sally Laurie • “Unlike the extensive body of leadership research in related disciplines, research on advertising leadership is almost non-existent. Effective leadership is central to negotiating changes and stimulating creativity in new and different ways. The study examines agency leadership in global contexts. It fills a gap by examining leadership styles and qualities from the perspective of practitioners in the US, UK and Australia. Using GLOBE’s Culturally Endorsed Leadership Theory framework and adopting a mixed method approach – survey and in-depth interviews – data were collected from advertising executives and leaders in the three regions. In all three regions, perceptions of excellent leadership were fairly similar with some nuanced differences. Findings suggest that top desired qualities for agency leadership were integrity, vision, inspiration and collaboration. Overall, Collaborative, Performance oriented and Humane styles were viewed as most effective. Ideal leaders for today’s agencies should be future-focused with the vision and knowledge to re-imagine the nature of the agency business, present-focused and collaborative in implementation and action, and people-focused and empathetic in times of change and churn.”

A History of Content Marketing: The Ancient Origins of Marketing Communication’s Newest Discipline • Brian Petrotta, University of Oklahoma; Fred Beard, University of Oklahoma; Ludwig Dischner, University of Oklahoma • Much like advertising’s practitioners, practitioners of content marketing suggest their discipline is an ancient one, although most trace its origins to custom-published magazines of the late 1800s. This paper reports a systematic synthesis of the many definitions of content marketing and the first scholarly history of its development and practice. Findings support two conclusions: content marketing (1) existed much earlier than previously recognized and (2) objectives, strategies, and tactics have been consistent across the millennia.

* Extended Abstract * Comparing Expectancy Violations Committed by Influencer Advertising Sources on Social Media • Marilyn Primovic, University of Georgia; Joe Phua, University of Georgia • Advertisers select influencer sources to promote brands on widely followed social media accounts. This sponsored content is integrated into the content already being posted by an influencer source, which advertisers do not have control over. This study applies parasocial theory and the source credibility model to examine expectancy violation theory for two types of influencer sources, traditional influencers and celebrities. This study may inform advertisers in the process of selecting an influencer source.

Effects of placing a front-of-pack label on print food advertisements on consumer attitudes • Sumin Shin, University of Wisconsin-Whitewater; SangHee Park, University of Wisconsin-Whitewater • A typical front-of-package nutrition label shows one serving size, calories, saturated fat, sodium, and sugar. This study applies a front-of-package label to the advertising context. The results indicate that the presence of the label increases the ad effectiveness, and healthier nutrient content listed on the label negatively affects the ad effectiveness. The degree of nutrient content influences purchase intention directly and indirectly via perceived healthfulness, ad attitude, brand attitude, and healthy brand image sequentially.

How multitasking during video content decreases ad effectiveness: The roles of task relevance, video involvement, and visual attention • Shuoya Sun; Bartosz Wojdynski, University of Georgia; Matthew Binford, University of Georgia; Charan Ramachandran, University of Georgia • In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 151) watched a 9-minute video documentary segment containing one mid-roll video ad while their visual attention to the screen was recorded. Participants in two-thirds of the conditions also read two online articles on a mobile device during the video. Results show effects for both multitasking and task relatedness on attention to the ad and attitudes toward the ad, through distinct pathways.

* Extended Abstract * Engagement Effects and Recall: A Multi-Year Analysis of Brand Communication in Social Media • Kristen Sussman, The University of Texas at Austin; Laura Bright, University of Texas at Austin; Gary Wilcox • This study examines single and multimodal effects of social media engagement on recall. Using longitudinal data associated with 46 businesses and over 21,000 ads, the analysis provides empirical findings revealing how various factors associated with online behavioral engagement lead to recall on a social networking site. Through initial modeling, comments and post shares explain about 36% of the variance associated with a person’s ad recall while impressions and engagement explain about 80% of the variance.

* Extended Abstract * Do Graphic Cues on Food Packaging and the Flavor of a Food Product Influence Perceptions of Product Characteristics? Results from an Experiment • Chan Thai, Santa Clara University; Hayley Trillo, Santa Clara University; Jacqui Villarreal • Most regulations on food packaging are focused on text-based package elements (explicit cues) that make claims about the product, while non-verbal package elements (subtle cues) have largely been ignored. This study hypothesizes that subtle cues on food packaging, such as graphics and flavor, influence perceptions of the food product. Utilizing a 4×4 online experiment, we test the influence of two types of subtle cues on the front of food packages, graphics (drawing, photograph, farmland scene, control) and flavor (kale, strawberry, orange, snap pea) of the product, on perceptions of taste, healthfulness, eating intentions, and purchase intentions. Data were gathered from two convenience samples: University students (n=100) and Amazon MTurk workers (n=200). One-way ANOVA tests showed no significant differences for graphic type. For the flavor, kale flavored products scored significantly higher on the perceived healthfulness outcome (5.51) compared to the snap pea (4.85), strawberry (4.81), and orange (4.49) products (p<.001). For eating/purchasing intention, kale flavored products scored significantly lower (3.07/3.39) compared to snap pea (3.83/3.94), strawberry (4.65/4.74), and orange (4.44/4.67; p<.001). For taste, kale flavored items scored lower (2.53) than the other flavors (3.83, 3.88, 3.17, p=0.19). Our results suggest that the flavor of a food product can exert influences on people’s perceptions of how healthy the product is, what the product might taste like, and intentions to eat or purchase these products.

Meaning Transfer in Celebrity Endorsement: Meaning Valence, Association Types, and Brand Awareness • Shiyun Tian, University of Miami; Wanhsiu Tsai; Weiting Tao; Cheng Hong, California State University, Sacramento • This study examined how meaning transfer influences brand image beliefs and brand attitudes. The moderating roles of association types and brand awareness were also investigated. The results confirmed the transfer of meanings. The change in attitudes was consistent with the valence of the celebrity’s meanings, as a function of the post-conditioning brand image belief. Furthermore, the effects increase when less-known brands were associated with celebrities via co-branding. Theoretical and practical implications were discussed.

The Role of Guilt, Shame, and Social Distance in Bystander-Focused Prevention of Campus Sexual Violence: A Construal Level Theory Approach • Shiyun Tian, University of Miami; Queenie Li, University of Miami • Guided by the Appraisal-Tendency Framework and Construal Level Theory, this study investigates how emotional appeals (guilt vs. shame) and social distance frames (distant vs. proximal) influence college students’ attitudes toward bystander action campaign and behavioral intention. The findings indicated a two-way interaction effect between these two message factors on campaign attitude and behavior intention. Additionally, self-efficacy was found to be the mediator that underlying the match-based effects. Theoretical and practical implications were discussed.

Spreading the Tingles: An Investigation into the Use of Autonomous Sensory Meridian Response (ASMR) Triggers in Advertising • Tianjiao Wang, Bradley University; Quan Xie; Rachelle Pavelko • Through the lens of embodied cognition and mental simulation theories, this study examined the use of ASMR triggers in advertising and the mechanism underlying the impact of ASMR experience on ad attitudes. The study conducted an online experiment of 539 participants and adopted an ASMR trigger (3: host-focused, object/task-focused, control) x ASMR trait (2: ASMR group vs non-ASMR group) x brand repetition (4) between-subjects factorial design. Results suggest that ads with ASMR triggers generated more tingling sensations compared to those without ASMR triggers. It also reveals that the tingling experience can directly improve ad attitudes, as well as via increased levels of mental simulation. Moreover, the ASMR group reported more positive ad attitudes compared to the non-ASMR group, regardless of the type of ads watched. Theoretical and marketing implications for ASMR advertising and directions for future research are discussed.

Competent and Warm? Examining Asian Stereotypes in Advertising • Buduo Wang, The University of Texas at Austin; Lucy Atkinson, The University of Texas at Austin; Angeline Scheinbaum; Siyan Li, The University of Texas at Austin • “According to the stereotype content model (SCM), competence and warmth are the two key dimensions of stereotype content (Fiske, Cuddy, Glick, & Xu, 2002). Intelligent but nerdy, Asians and Asian Americans have been stereotyped as high in competence but low in warmth. The purpose of this study is to examine whether consumers perceive Asian endorsers in advertising as more competent but less warm than white endorsers and how endorser’s race interacts with perceived warmth/competence to impact advertising effectiveness. Hypotheses are tested with a 2 × 2 between-subjects experiment (n=136). The findings reveal that Asian endorsers are perceived as both more competent and warmer, regardless of product category. The interaction between endorser’s race and perceived competence/warmth is also observed and discussed. Ads featuring white endorsers are more likely to be affected by perceived warmth/competence than ads with Asian endorsers. Both theoretical implications and managerial implications are provided.”

Carousel Advertising for Public Health: Effects of Narrative and Involvement • Lewen Wei, Pennsylvania State University; Guolan Yang; Heather Shoenberger, The Pennsylvania State University; Fuyuan Shen • An online experiment was conducted to examine the effectiveness of carousel advertising for public health on social media. We found when communicating about health issues, carousel advertising conditionally increased message engagement among highly involved individuals when the content was composed as a narrative instead of statistics. This in turn, fostered more favorable responses towards the advertising practice. Implications for interactive advertising in the carousel format are discussed.

Building Brand Authenticity on Social Media: The Impact of Instagram Ad Model Genuineness and Trustworthiness on Perceived Brand Authenticity and Consumer Responses • jing yang, Loyola University Chicago; Camila Teran, Loyola University Chicago; Ava Francesca Battocchio, Loyola University Chicago; Shannon Wrzesinski, Loyola University Chicago; Ebbe Bertellotti, Loyola University Chicago • This study explores the impact of expressive facial and visual aesthetics of Instagram images on consumers’ evaluation of the source and the brand, using computational image analysis method. Following the theoretical rationale of meaning transfer model, our findings revealed positive effect of perceived source genuineness on the endorsed brands’ perceived authenticity, through the mediation of the perceived source trustworthiness. Moreover, the positive effect of model genuineness also carried over to brand attitude and behavioral intention.

Effects of Transparent Brand Communication on Perceived Brand Authenticity and Consumer Responses • jing yang, Loyola University Chicago; Ava Francesca Battocchio, Loyola University Chicago • This study explores the influence of transparent brand communication on consumers’ perception of brand authenticity, and its further impact on consumers’ attitude, trust, and behavioral intention towards the brand. Through a 2×2 online experiment design, this study examined the variation in consumers’ perception and responses, while connecting the literature of brand transparency and authenticity. Individuals’ difference in moral identity centrality was examined as a moderator in the study.

Why People Watch TikTok Influencer Videos and How They Are Influenced by Social Media Influencers: A National Survey of Chinese College Students • Yang Yang; Louisa Ha, Bowling Green State University • The purpose of this study was to explore TikTok (Douyin) influencers’ persuasion power over their followers. A national survey of 382 college students in China showed that entertainment gratification is the most common motivation in using Douyin. Those who have high parasocial relationship with the influencer have higher purchase intention of the recommended products when they have high persuasion knowledge of the influencers than those who have low persuasion knowledge. Implications on influencer marketing are discussed.

Millennials’ environmental involvement and their responses toward sustainable products and green advertising • Jason Yu • This article conceptualizes two types of environmental involvement, outcome-relevant (OREI) and value-relevant (VREI) environmental involvement, and presents two studies that use survey and experimental data to examine their effects on attitude toward green products and green purchase behavior as well as the two-dimensional Aad, Ab and purchase intention. In short, VREI, rather than OREI, dominates the effects of environmental involvement on green consumerism and consumer response toward green advertising. Theoretical and practical implications are discussed.

A Cross-Cultural Examination of CSR Advertising: The effects of negative moral emotions on information processing • Wen Zhao, Fairfield University • The goal of this study was to examine the persuasive influences of moral emotions on younger consumers’ judgments and decision-making, and the roles of culture and self-construal in processing Corporate Social Responsibility (CSR) advertising. This study employed a between-subjects online experiment where American and Chinese participants viewed one of the two CSR advertisement designed with ego-focused (e.g., an ad-elicited anger emotion), and other-focused appeals (e.g., an ad-elicited guilt emotion). The results indicated that negative moral emotions had significant positive influences on attitudes toward the ads and purchase intention through the peripheral route, for the negative affective responses showed simple cue effects on judgments without influencing validation of the thoughts. In addition, results revealed the interaction effects between guilt emotion and culture values (i.e., country) on attitudes. This study also examined the moderating role of self-construal in the relationship of guilt emotion and attitude formation.

Social and temporal distance and message concreteness: A study of Facebook advertising • Fei Xue; Lijie Zhou • The current study examined the effects of social distance, temporal distance, and message concreteness on Facebook users’ response to News Feed advertising. It was found that social distance moderated the congruency between temporal distance and message concreteness. When the ads were affiliated with close friends (low social distance condition), concrete messages lead to stronger purchase intention for a near future event, while abstract messages generated stronger purchase intention for a distant future event.

Special Topics in Advertising
Effects of Consumers’ Affective States on Ad Attention and Evaluation: A Hybrid Research Approach • Maral Abdollahi, University of Minnesota; Debarati Das, University of Minnesota Twin Cities; Xinyu Lu; Jisu Huh, University of Minnesota; Jaideep Srivastava, University of Minnesota Twin Cities • This study examined the effects of consumers’ affective states on selective attention to different types of ads and evaluation of the ads. Applying an innovative hybrid research approach using survey and computational methods, this study analyzed real-time affective states of TV viewers during the 2020 Super Bowl broadcast, ad-related tweets, and self-reported attention measures. The results demonstrate significant effects of consumers’ affective states on their selective attention to different ads and ad evaluation.

Consumers’ Perception on Artificial Intelligence Applications in Marketing Communication • Huan Chen, University of Florida; Sylvia Chan-Olmsted, University of Florida; Julia Kim; Irene Sanabria • A qualitative study was conducted to examine consumers’ perception of AI and AI marketing communication. Twenty in-depth interviews were conducted to collect data. Findings suggest that 1) consumers’ interpretation of AI is multidimensional and relational focusing on functionality and emotion, as well as comparison and contrast between AI and human being; 2) consumers’ perception of voice assisted AI concentrates on different aspects including function, communication, adaptation, relationship, and privacy; and, 3) consumers consider AI marketing communication is unavoidable and acceptable but limited in its effect on influencing their evaluation of products and brands as well as shaping their consumptive behaviors.

Your Ad Here: The Influence of Mobile Advertising Type and Placement • Yunmi Choi, Indiana University Southeast; Todd Holmes, California State University Northridge • As the market for smartphones grows globally, studying how to utilize mobile pages as an advertising platform is becoming critical. This experimental study was conducted to examine the impact of different ad types (still-image, animated, and video ads) and ad placement (pre-text and mid-text) on smartphone users’ irritation, intrusiveness, attention, memory, and attitudes. The results of the research revealed that mid-text ads receive higher perceived intrusiveness compared to pre-text ads. Also, video ads produced more positive attitude toward the ad and brand than the still image or animated banner ads. In this study, the animated ad received significantly less positive attitude toward the brand compared to the video pre-text ad.

Exploring Factors Influencing Ad Recognition on Social Media • A-Reum Jung, Sejong University; Jun Heo, Louisiana State University • This study aims to examine native ad recognition by disclosure explicitness. Further, this study examined native ad effects in relation to personalization and ad clutter. In order to fulfill these purposes, an eye-tracking experiment with participants’ Facebook page was conducted. Findings indicated that consumers need longer time to figure out native ads, but disclosure has no influence on the ad recognition. Personalized native ads could be a promising solution to break ad clutter.

Investigating the Impact of Immersive Advertising on Attitude toward the Brand: The Mediating Roles of Perceived Novelty, Perceived Interactivity, and Attitude toward the Advertisement • Jihoon (Jay) Kim, University of Alabama; Joe Phua, University of Georgia; Nah Ray Han, University of Georgia; Taeyeon Kim • Although immersive advertising has emerged as a new persuasion tool in digital media environments, unanswered questions about its effectiveness remain. A between-subjects experiment (N = 127) with three levels of immersion (i.e., low, medium, high) tested whether greater levels of immersion led to more favorable attitude toward the advertisement and the brand. The results not only confirmed this hypothesis but also revealed the mediating roles of perceived novelty, perceived interactivity, and attitude toward the ad. Details about the effects of immersive advertising on consumer responses are presented, and theoretical and managerial implications are discussed.

Am I Being Watched? The Role of Perceived Surveillance and Privacy Cynicism in Synced Advertising Effects • Claire M. Segijn, Hubbard School of Journalism and Mass Communication, University of Minnesota; Eunah Kim, University of Minnesota • Technological advancements have made it possible to personalize messages across media in real-time (i.e., synced advertising). Our online experiment (N = 527) showed that the more ads were synced, the higher consumers’ unaided recall became. Also, the more ads were synced, the more perceived surveillance, which led to less positive brand attitudes. However, consumers high in privacy cynicism had more positive brand attitudes. These results advance theories on the direct effects, underlying mechanisms, and boundary effects of synced advertising.

* Extended Abstract * CSR Virtual Reality Campaigns by Alcohol Companies: The Role of Self-Value and Prior Drinking Experiences • Yoon-Joo Lee; Wen Zhao, Fairfield University; Huan Chen, University of Florida • This study’s goal is to explore factors influencing immersive experiences in the context of corporate social responsibility (CSR) virtual reality (VR) campaigns. The findings revealed that different types of self-value (social-CSRO) and prior experiences with alcohol products (alcohol consumption levels) interact in immersing into VR video contents and forming more positive attitude toward the video. This study implies that advertising practitioners may need to find important consumer values and prior experiences that are specifically relevant to a CSR VR as campaign.

Synced advertising and chilling effects: change in media diet as a result of corporate surveillance • Joanna Strycharz; Claire M. Segijn, Hubbard School of Journalism and Mass Communication, University of Minnesota • Synced advertising is one of the most recent developments in the advertising practice and concerns personalizing messages based on people’s current offline media behavior. While this strategy promises to enhance advertising efforts, it comes with a number of threats as it raises ethical questions and may lead to unintended side-effects for consumers. In particular, data collection techniques used for synced advertising purposes require further attention since they extend the so-called corporate surveillance to consumers’ offline sphere. The current study investigates to what extent data collection for synced advertising causes so-called chilling effects, i.e. a change in consumers’ media diet. To explore the mechanisms behind such chilling effects, the current study builds on personalized advertising theories and psychological ownership theory and focuses on both advertiser- (data collection technique and location) and consumer-controlled (attitude towards personalization and need for self-presentation) factors. The findings show that indeed, data collection technique and need for self-presentation have an impact on chilling effects regarding consumers’ media diets. The findings carry implications for both the advertising industry and the regulators as chilling effects resulting from synced advertising can be seen a threat to consumer identity and autonomy.

Teaching and Pedagogy
* Extended Abstract * Curriculum drives everything: Advertising curriculum in ACEJMC programs • Sheri Broyles, University of North Texas • For those in advertising education the curriculum is the heart of each of our programs. This paper dives into the curricula across 50 advertising programs at U.S. universities and colleges accredited by ACEJMC, looking at both required courses and electives that might be of value to other programs. NOTE: Brief findings will be added here indicating big points made and a closing statement from discussion for why this is important.

* Extended Abstract * Best Practices in Online Course Development and Instruction: Targeting Advertising Students in a Post COVID-19 World • Betsy DeSimone, University of Tennessee; Courtney Carpenter Childers • The global COVID-19 pandemic led to dramatic shifts within higher education. None greater than the transition to remote instruction and online learning. Advertising courses are greatly impacted by this change as most require group work activities and creative challenges. This study highlights best practices for taking classes to an online delivery method via qualitative questionnaire exploring advertising student experiences. Phase 1 of data collection (N=61) took place late 2019, and phase 2 of data collection starts in late April 2020 for comparison.

Diversity and Inclusion in Advertising: What do Students Think? • Pamela Morris • The advertising industry has long been criticized for its lack of diversity. This exploratory investigation surveyed advertising and public relations students for perceptions of diversity in advertising. Students say they are confident in working with diverse teams, value inclusiveness, and want a wider meaning of diversity and for the industry to be more inclusive. Findings suggest incorporating diversity exercises into multiple parts of the advertising process can help motivate student to change the industry.

Incorporating Ethics into Introductory Advertising Courses: Student Perspectives • Pamela Morris • This introductory study reviewed how workshops and assignments built into introduction to advertising could impact students’ perceptions of ethics specific to advertising. The method of investigation was a survey at the semester’s beginning and end after structured engagement with ethics, including creating an ethics statement and incorporating ethics into the campaign process and pitch. Findings indicate that exposure and engagement of ethics made students more aware and articulate for the concept of ethics in advertising.

* Extended Abstract * Prepping (for) the Ad Industry: Understanding Personality and Career Adaptability of First- Generation College Students in Strategic Communication • Katie Olsen, Kansas State University; Alec Tefertiller, Baylor University; Danielle LaGree • Frequently coming from diverse and lower income backgrounds, first-generation college students (FGCS) may be a key demographic capable of improving the general lack of diversity that plagues the advertising industry. As such, understanding and supporting FGCS within collegiate strategic communication programs is increasingly important. Using a mixed method approach through two studies, the current investigation seeks to understand how personality differences, career adaptability, and diverse backgrounds influence career preparedness.

A Survey of Faculty Advisers at Student-Run Agencies • Brooke Borgognoni, University of Arkansas School of Journalism and Strategic Media; Jan Wicks, University of Arkansas School of Journalism and Strategic Media • This survey of faculty advisers examined major variables and findings of past research on student-run agencies using organizational theory. Larger agencies appeared to offer training in more formalized business procedures among a more diverse client base, found in previous research to be helpful to student-run agency graduates now on the job. Hopefully results will help future researchers identify which factors may best facilitate specific student performance outcomes at agencies of all types and sizes.

<2020 Abstracts

2020 Abstracts

AEJMC 2020 Conference Paper Abstracts
Virtual Conference • August 6 to 9

The following AEJMC groups will conduct research competitions for the 2020 conference. The accepted paper abstracts are listed within each section.

Divisions:

• Advertising
• Communicating Science, Health, Environment, and Risk (ComSHER)
• Communication Technology (CTEC)
• Communication Theory and Methodology
• Cultural and Critical Studies
• Electronic News
• History
• International Communication
• Law and Policy
• Magazine Media
• Mass Communication and Society
• Media Ethics
• Media Management, Economics, and Entrepreneurship
• Minorities and Communication (MAC)
• Newspaper and Online News
• Political Communication
• Public Relations
• Scholastic Journalism
• Visual Communication (VisCom)

Interest Groups:

• Community Journalism
• Entertainment Studies
• Graduate Student
• Internships and Careers
• Lesbian, Gay, Bisexual, Transgender and Queer
• Participatory Journalism
• Religion and Media
• Small Programs (SPIG)
• Sports Communication (SPORTS)

Commissions:

• Status of Women

<< AEJMC Abstracts Index