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“#YSL, is this enough?” Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Instagram Posts of Luxury versus Mass-market Cosmetic Brands Taeyeon Kim and Joe Phua

Abstract: This study examined effects of hashtag type (brand name versus empowering campaign hashtag) on information value and attitude towards hashtags. Results indicated that consumers showed more favorable attitudes towards empowering campaign hashtags than brand name hashtags, and that perceived information value of hashtags meditated the relationship between hashtag type and attitude toward the hashtags. […]

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Electronic Cigarette Advertising on Instagram: Influence of Advertising Message Claims and Health Warning Labels on Consumers’ Attitudes and Behavioral Intentions towards Electronic Cigarettes Joe Phua and Dong Jae (Jay) Lim

Abstract: Through a 2×3 between-subjects experiment, this study examined effects of health warning labels (presence or absence) and advertising message claims (“Quit smoking using e-cigarettes,” “Healthier than regular cigarettes” or none) in celebrity-endorsed Instagram e-cigarette brand advertisements. Results indicated health warning labels exerted significant main effects on attitude towards e-cigarettes, intention to use e-cigarettes, and […]

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Enhancing the understanding of tropical biodiversity: Developing conceptual models and underwater videos for communicating the importance of riparian-river connections in food webs in the Brazilian Pantanal Anandam (Andy) Kavoori

“Enhancing the understanding of tropical biodiversity: Developing conceptual models and underwater videos for communicating the importance of riparian-river connections in food webs in the Brazilian Pantanal.” Global Research Collaboration Grant ($ 3000) Program sponsored by the Office of Research and the Office of Global Engagement, UGA. The Federal University of Mato Grosso Brazil has committed […]

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Affordable Learning Georgia Pilot Grant for Developing an Open-Licensed Historical Game, $9,000. Game title: Justice in Georgia: The Murder of Mary Phagan and the Memory of Leo Frank. Janice Hume

Abstract: The game will take place in two parts, in 1915 and 1986, in the aftermath of two of the most notorious crimes in Georgia history, the murder of 13-year-old child laborer Mary Phagan and the lynching of Leo Frank, the Jewish factory supervisor convicted of her murder.  Players will consider the appeal in 1915 […]

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Communicating about Infectious Disease Threats: Insights from Public Health Information Officers Yan Jin and Hyoyeun Jun

Abstract: The public health communication challenges that arise in times of infectious disease threats (IDTs) were examined using the Risk Amplification through Media Spread (RAMS) Framework and in-depth phone interviews with 40 national, state, and local public health information officers (PIOs).  Interviewees shared their experiences and insights related to how IDTs are communicated to the […]

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Starring in Your Own Snapchat Advertisement: Influence of Self-Brand Congruity, Self-Referencing and Perceived Humor on Brand Attitude and Purchase Intention of Advertised Brands Joe Phua and Jihoon (Jay) Kim

Abstract: Snapchat geofilter advertisements use augmented reality (AR) technology to place consumers in photographs embellished with branded content. This study examined the joint influence of self-brand congruity, self-referencing and perceived humor in these self-endorsed geofilter brand advertisements on consumers’ brand-related preferences. Results revealed that self-brand congruity, self-referencing and perceived humor exerted significant main effects on […]

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Narcissism in Postmodern Society Liyue (Annie) Hou

Abstract: Christopher Lasch considered that American narcissistic individualism was shaped by the changes in the structure of late capitalism, and the author considered late capitalism as a postmodern society in which individuals might lose their self-identity due to hyperreality. This paper primarily illustrates Baudrillard’s and Simmel’s perspectives to elucidate narcissism in postmodern society. Additionally, the […]

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American Pragmatism, Symbolic Interactionism, and Human Communication Liyue (Annie) Hou

Abstract: The essay primarily illustrates how the historical experiences in the United Stated that provided the impetus for the emergence of American Pragmatism and symbolic interaction and how human communication played a role during the process. First, the essay focuses on the historical events that happened in Dewey’s time and how those events made human […]

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Retheorizing Critical Media Literacy Jay Hamilton

ABSTRACT:  This paper addresses how theories of communication constitute the pedagogy of critical media literacy. An essentialist view of communication indebted to the philosophy of John Locke relies on a pluralist social theory in which individuals are seen as self-sufficient and aligned against what is seen as a coercive society. In this view, communication is […]

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Can Google Analytics Certification Cultivate PR students’ competency in digital analytics? A longitudinal pedagogical research Yan Jin, Solyee Kim, Yen-I Lee & Juan Meng

Abstract: This longitudinal pedagogical research investigates students’ perceptions and learning outcomes by integrating web and social analytics-based learning activities (i.e., Google Analytics courses and certification test) into Public Relations Research course design. Results from the pre-test before introducing the analytics learning assignment confirmed that students’ knowledge on web and social analytics is low but their […]

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