Dr. Heather L Riddell

Crisis communication is not a linear communication occurrence as users seek out information from multiple sources and contribute their own opinions or frames to the discussion. This study focuses on a user-centered and public-oriented perspective of crisis communication on social media. The study investigated how users received and reacted to crisis communication messages from the media, organizations, and other users. A survey analyzed framed crisis communication consumption and examined source preferences for content and credibility during a crisis. Participants responded to crisis posts, determined overall source credibility, and indicated how they viewed crisis communication from other users. The results of this study indicate a needed shift in the role of media effects and an emphasis on credibility and reliance on organizational messages.

Technology advances in society demand progressive course development from higher education institutions. This study aimed to assess the effectiveness of a new social media course based on PR pedagogy and Dewey’s theory of experience to determine if it adds to the knowledge of communication and responds to the digitally converged public relations industry. The course utilized the pragmatic approach to increase student knowledge in the areas of self, authenticity, privacy, professional use, and relationships on social media. Pre- and post-course surveys tracked the development of learning outcomes. The findings show that critical pedagogy and Dewey’s integration of experience are starting points for designing courses where students have extensive familiarity with the subject matter. This approach to course design moves social media out of the role of a tool to emphasize the full impact of social media and the digital PR industry on students’ personal and professional lives and on relationship-building efforts between brands and their key publics.

Backgound: Vaping among young adults (18-24), increased 46% from 2017-2018, resulting in adverse health effects and vulnerability to nicotine dependence. Young adults spend three hours per day using social media, particularly Instagram, which is dominated by pro-vaping messages. Therefore, young adults’ exposure to vaping content can result in positive perceptions of vaping. Aim: Using the associative imagery technique, our goal was to understand the favorability of Instagram posts depicting aspects of vaping and how young adults relate to the images. Method: Semi-structured interviews were conducted with 24 young adults using the analytic induction method. Results: Three main themes emerged: 1) the power of color and visual aesthetics, meaning participants were drawn to colorful imagery; 2) distancing, when participants attempted to separate themselves from vaping culture; and 3) the environment influences perceptions, meaning participants paid attention to popular content, which enhanced its perceived credibility. Discussion: The type of social media platform and users' expectations are just as important as the vaping content. Attitudes of social vapers compared to hardcore vapers may indicate specific aspects of content perceived as appealing. Conclusions: Visually appealing vaping content impacts young adults, but they are hesitant to share content as to be labeled as a “vaper.”

The advancement of technology has been accompanied by the rise of data breaches and privacy concerns. The integration of artificial intelligence (AI)-based virtual assistants into society has led to smart homes that enable users to complete commands instantly. This project uses the
diffusion of innovation theory to explain why consumers adopt the technology. A thematic analysis was conducted on Twitter news stories, and open coding showed a strong negative reaction to the stories, with users concluding that privacy was too essential to purchase a virtual assistant for
their home. These findings have implications for the future rate of adoption of AI and virtual assistant technology.

This study adopted several pedagogical foundations to determine if an interdisciplinary, problem-based learning (PBL) opportunity applied to teaching sport marketing would improve student’ individual and group oral communication skills. Faculty from two departments collaborated to create an assignment that was a hands-on class project designed around formative assessment, lecture intervention, and final PBL deliverable. The PBL and interdisciplinary design addressed the need for enhanced communication skills in the sport management industry. The study results indicate a successful development of the students’ data analysis and presentation skills. Findings confirm an interdisciplinary approach to PBL by implementing communication skill development across disciplines.

The promotion of flavors, perceptions of “coolness,” and general curiosity are characteristics of electronic nicotine delivery systems (ENDS) that have appealed to young adults. However, little is known about the characteristics of popular social media posts related to ENDS on the social media network, Instagram. Methods: Content analysis was performed using the Content Appealing to Youth (CAY) index. Over 700 posts were collected from August 2019 – December 2019 by searching the Instagram hashtags, #vape and #vapelife. Frequencies and percentages were calculated for each of the six major categories and 35 sub-categories. Results: Nearly all of the images were color photographs and 84% featured an ENDS device (mod) as the focal point. The style of the device was often matte (75%) in only one or two main colors (55%). Warnings about age restrictions and nicotine were included in 28% of images, but commonly used promotional tactics, such as humor, presence of vapor puffs, and flavors were rarely utilized. Conclusions: Instagram posts featuring ENDS are visually appealing and like cigarette packaging, may have the capacity to influence perceptions about the product. Since it is culturally normative for appealing images to be shared on Instagram, greater attention should be placed on media literacy skills to educate young adults about ENDS viewed on social media.

Traditional mass media effect theories place the burden of crisis communication on the organization or media. Analysis of user-generated content alongside traditional media and organizational content can provide insight into how the general public views the event and their information needs. Twitter was used for this study since it is frequently used for news information. A content analysis of tweets made during Hurricane Harvey by users, organizations, and traditional media showed that Twitter users are using similar frames, and many times collectively framing the situation before the organization or media. Findings indicate an increasing role of user-generated messages during a crisis and a need for an integrated approach by organizations and the media.