Tag: Dean Mundy

Understanding the Intersection of Twitter Advocacy Subcultures and Corporate Social Responsibility

Presenter: Andrew Rogers

Faculty Mentor: Dean Mundy, Kim Sheehan

Presentation Type: Poster 33

Primary Research Area: Social Science

Major: Journalism: Public Relations

Abstract: As social media activism continues to gain influence in today’s social, cultural, and political spheres, it has become relevant for public relations professionals and social media strategists to better understand the values, motivations, and attitudes of these activist users. This study examines how Twitter users who post, engage with, and participate in conversations regarding political and social issues (i.e. Twitter advocacy subcultures) interpret tweets sent by corporate Twitter accounts that contain activist-like messages. This study asks, “How do users in Twitter advocacy subcultures interpret and respond to corporate social responsibility messages?” and “How can brands better reach and engage Twitter advocacy subcultures?” To answer these questions, a survey concerning interpretation of corporate advocacy tweets was sent to students, student groups, staff, and faculty at the University of Oregon. This survey asked participants to examine screenshots of advocacy tweets posted by corporations and brands and answer questions about the tweet’s core message, intended goal, and overall effectiveness. The initial results of this survey show that message intentionality, co-option of social movements, and tangible actions by a corporation or brand are primary concerns to survey participants who assessed the tweets. The findings of this study serve to elucidate the intersection of Twitter advocacy subcultures and corporate social responsibility.

Framing of Genetically Modified Food in U.S. National Newspapers

Framing of Genetically Modified Food in U.S. National Newspapers

Brittany Norton − Journalism, Media Studies

Faculty Mentor(s): Dean Mundy, Mark Blaine

Poster 109

Research Area: Humanities

There are many science topics at the center of debate and contention. One of these is genetically modified food. Many questions arise about whether these crops are safe for human consumption, and how they will impact the environment over time. According to a Pew Research Center study, there is a sharp contrast in the way scientists view genetically modified (GM) foods and the way the general public views GM foods. The study found that 88 percent of scientists at the American Association for the Advancement of Science say GM foods are generally safe to consume, while only 37 percent of the public agree. This project explores the framing of GM foods used by two national U.S. newspapers to explain the concept and implications to the general public, and considers how this could impact public perception.I analyze print articles from The Washington Post and The New York Times at peak periods of coverage from 2000 to present day. This allows me to examine how coverage changes over time as genetically modified foods become more prominent in U.S. society. The coverage is separated into common themes, or frames, and analyzed. My research also includes interviews with biologists at the University of Oregon to gather their opinion on coverage of science news in mainstream media. While there has been a multitude of research conducted on science communication, little of it incorporates views from scientists themselves. My research examines how scientists and journalists can work together to communicate science more effectively.

Understanding the Wine Industry’s Influence on Culture of the Pacific Northwest

Presenter(s): Michelle Miller − Public Relations

Faculty Mentor(s): Dean Mundy, Kim Sheehan

Poster 111

Research Area: Public Relations: Circuit of Culture

The wine market creates an opportunity for wine regions to produce powerful stories that reflect tradition and characterize a lifestyle. The relationship between wine and culture is a significant factor to identify when exploring the implications these elements play within the wine industry. The specific research question of this project is: How does the wine industry influence the culture of the PNW, in comparison to Italy? This is important because it can provide journalists and researchers with a tool to help further understand the impact of the wine industry on a larger scale. This can interconnect the food and beverage industry and provide a resource for audiences to understand how culture plays an active role in marketing. While this project has a defined research question, I want to understand what differs in terms of wine culture when examining the wine industry among different regions and how wine tourism plays a role in wine culture. Furthermore, I want to explore how the circuit of culture plays a role in influencing the PNW and the Italian wine industry and what attracts consumer engagement to these particular regions. In terms of marketing, it is imperative to evaluate the fundamental differences when comparing the PNW to the Italian wine industry, locally and internationally. Similarly, it is vital to examine if wine tourism and culture are the driving forces behind wine marketing. These explorations will provide support for the question my research will address. I plan to use both Qualitative and Quantitative methods for my research. For my qualitative research, I will create interview questions for individual interviews.Many of the research questions provided will be based on the Circuit of Culture. This will provide perspective in the professional realm within the wine industry. Quantitative data is also fundamental to my research, particularly when referencing factors that deal with the Circuit of Culture. This includes consumption, production, and regulation. I will create a survey using Qualtrics to further understand the PNW and Italian wine region markets. This survey will help me gain general knowledge of behavior based on the circuit of culture. Additionally, I find it important to use a social media audit when observing the wine market. This is particularly significant because I am examining many elements of a domestic and international market. The social media audit will examine wine tourism and wine marketing through the most used platforms in the PNW and Italy. This will support my research and demonstrate how the wine industry is represented to a larger market.

Communicating Change: A Study of Current and Proposed Communication Strategies for Prompting Individual Behavior Towards Ocean Conservation

Presenter(s): Kayla Thomet

Faculty Mentor(s): Dean Mundy & Hollie Smith

Poster 32

Session: Sciences

Due to the volatile state of our oceans, I am studying the effectiveness of different environmental campaigns on individual behavior towards reducing plastic waste in the ocean. Results indicate that individuals are most likely to change their behavior based on a moderately emotional advertisement which provides specific direction on how to alter behavior. Individuals appear willing to advocate for policy change to solve the overall problem. Currently, there is a shortage in research regarding the area of oceanic environmental communication. Through surveys, focus groups, and interviews, this study will address the effectiveness of current campaign strategies used to communicate environmental issues and provide suggestions for communicators to prompt sustained behavior change towards ocean conservation. The theoretical foundations of this study are the awareness-action gap, the effects of Grunig’s Theory of Publics, and the effectiveness of broad environmental campaigns. There is a profound lack of awareness regarding the health of the ocean; nearly half the survey respondents indicated that the ocean’s health is neutral, moderately healthy, or very healthy. Preliminary results from the survey indicate greater impact of emotional advertisements on prompting desire for action. Furthermore, advertisements depicting a consumer product directly harming an animal are the most effective in generating a visceral response. With the current status of the health of the ocean, it is crucial to take action as communicators and create lasting change. The environment is at a turning point; if communicators don’t act immediately, there will be no chance to reverse the damage done to the planet.

Framing International News at the Headline: Comparing and Analyzing Tone, Frequency, and Descriptive Word Choice in Articles About the United States, China and GermanyFraming International News at the Headline: Comparing and Analyzing Tone, Frequency, and Descriptive Word Choice in Articles About the United States, China and Germany

Presenter(s): Jillian Niedermeyer

Faculty Mentor(s): Dean Mundy & Pat Curtin

Oral Session 2 O

Modern media is largely controlled by large organizations and, in particular, those in first-world countries commonly known as “core nations” in communication studies. This study explores the intersection of international mass communication and the traditional communication theory of framing. The research asks: Is it possible for news organizations, when reporting international news stories, to frame the subject countries as “the other” at the headline? Using the Washington Post and BBC, I analyzed over 600 headlines to evaluate how journalists frame stories about other countries and, for the Washington Post, their own. Ultimately, this research found the majority of international news is negatively framed and only arises when events occur. Whether these organizations are framing the countries as the “other” is inconclusive. Moving forward, this study could gain from analyzing more than two countries’ approaches to news about other countries, as well as analyzing additional sources.Modern media is largely controlled by large organizations and, in particular, those in first-world countries commonly known as “core nations” in communication studies. This study explores the intersection of international mass communication and the tradit

Asexual Representation on Television and its Effects on Public Knowledge

Presenter(s): Olivia Dozois

Faculty Mentor(s): Dean Mundy & David Markowitz

Oral Session 2 O

While LGBTQ+ representation in the media has greatly improved in recent decades, asexuality remains underrepresented and misunderstood. While there are several examples of LGBTQ+ characters across many channels and streaming services, there have only been two recurring asexual TV characters to date. This lack of asexual representation could be having an effect on public knowledge of the asexual identity. I explore this question using a multi-method approach. First, I do a content analysis of the two recurring asexual characters. I analyze a single episode from each of the shows the characters are featured on. Aside from the content analysis, I conduct a short online survey to evaluate anonymous respondents on their media consumption and knowledge of the asexual identity. My continued research, analysis, and data collection aims to determine if there is a connection between TV representation and general public knowledge of the asexual identity. This study is an attempt at extrapolating the television industry’s current circulation of information regarding the asexual identity, and how a greater understanding of asexuality may be achieved through a greater asexual character presence on television.

Rajneeshpuram and Media Outcomes

Presenter(s): Alexander Har—Journalism and Political Science

Faculty Mentor(s): Dean Mundy

Session 3: Pens & Clicks are Mightier than a Sword…

Rajneeshpuram was a commune in central Oregon that was supported by the followers of Bhagwan Shree Rajneesh, an Indian guru practicing experimental therapy and a quasi-religion . The commune quickly came into conflict with the nearby retirement town, Antelope, and later the greater Oregon community of Wasco County, state courts, federal courts, and opposition organizations . The Rajneesh movement dominated the news, and the constant updates and statements put out by the Rajneesh press office, newspapers, and spokespersons meant the Rajneesh were covered constantly in the news . There is evidence that suggests that the commune acted purposefully to attract news for strategic gains . My central research question is: how did Rajneeshpuram use strategic communication to garner free publicity and what was the role of sensationalism in attracting free news coverage?

Using UO’s Special Collections Rajneesh Archive, I plan to analyze news stories in the form of newspaper clippings, magazines, notes from reporters covering Rajneeshpuram, Rajneesh ephemera, manuals, brochures, and any current Rajneeshee literature . I plan to look specifically for new stories that were sensationalist in coverage by analyzing headlines, bylines, leads of articles, and the language surrounding the commune . I also plan to analyze new stories that were made sensationalist by the members of the Rajneesh movement through sensationalist tactics by analyzing the language and content used by the Rajneesh channels . I expect to conclude that the commune Rajneeshpuram wanted as much coverage as possible and learn more about the tactics used at Rajneeshpuram to gain free publicity .