Four faculty members from the Zimmerman School of Advertising and Mass Communications recently presented research papers during the 74th Annual International Communication Association (ICA), which took place in June. The ICA aims to advance the scholarly study of human communication by encouraging and facilitating excellence in academic research worldwide.
Dr. Gregory Perreault, associate professor, presented a paper on joy in journalism.
鈥淎 lot of research in journalism studies is really sad: exploring audience hostility, difficult labor practices, and why journalists leave the field. But what I find to be more intriguing is why journalists stay. Noteworthy in all that scholarship is that they鈥檙e talking to still-working journalists,鈥� he said. 鈥淢y research team and I have a data set exploring particular pillars of joy鈥攍ike generosity, humor, forgiveness鈥攊n the life experiences of journalists. Over the next year, we hope to look in particular at how journalists experience generosity (and offer it).鈥�
Dr. Mildred Perreault, assistant professor, highlighted her work focusing on rural journalism and news and disaster communication ecology.
鈥淚t is important to share work at the international level so that you can learn more about other countries and also gain a broader understanding of our field. It also helps one to connect with new collaborators,鈥� she explained. 鈥淚nternational engagement, like presenting at ICA, is something that distinguishes USF scholars from other scholars at smaller universities, but also helps it align with peer AAU schools.鈥�
She also shared that there were additional networking and engagement opportunities beyond paper presentations.
鈥淚 was also part of a group that examined efforts to engage underrepresented groups in academic scholarship about media and communication. That was a great opportunity to have deeper conversations about how to bring new voices into academic spaces.鈥�
She adds that she received some great feedback after her paper was accepted, as well as during the conference, that she can edit for submission to a publication.
鈥淥ften the research process is lonely, but conferences make it much more engaging and collaborative. For example, with my work on rural journalism, I was able to participate in a panel discussion with several other scholars in this area. Since it is a niche area, it is a great opportunity to connect with media scholars all over the world who are studying something smaller communities,鈥� she said.
Dr. Fan Yang, assistant professor, and Dr. Janelle Applequist, associate professor, presented their co-authored paper on a meta-analytic and scoping review of digital data-driven advertising.
鈥淧resenting papers at this conference to a wider audience is crucial for several reasons. It provides an excellent opportunity to disseminate our findings and ideas, allowing us to collect constructive feedback from diverse perspectives and seek new collaborations that can enhance the quality and impact of my research. It also aligns with USF's strategic planning goals of engaging broader audiences and furthering internationalization efforts,鈥� Yang explained.
鈥淧resenting our work to a national/international audience contributes to USF's branding and fosters cross-cultural academic exchanges,鈥� she added. 鈥淭hese presentations serve as a platform to showcase The Zimmerman School's cutting-edge research and innovative approaches in advertising and mass communication. This visibility not only enhances the school鈥檚 reputation, but also attracts potential students, faculty, and research partners, ultimately strengthening our position as a leader in the field.鈥�
For Applequist, the experience of presenting research at these venues serves as a critical "first step" of her scholarly process. It provides an opportunity to receive and apply feedback from audience members before submitting a study for journal publication.
鈥淭he diverse perspectives offered by colleagues from various fields, institutions, countries, and cultures foster a transdisciplinary approach that significantly enhances the quality and relevance of my (and my team's) work,鈥� she said.
鈥淔eedback provided by an audience member after Dr. Fan Yang and I presented our co-authored study resulted in great conversation regarding how the rigor of our methods (a meta-analytic and scoping review of digital data-driven advertising) could be adapted for more niche areas (e.g., direct-to-consumer advertising in the pharmaceutical industry). These types of studies would serve to inform the field of advertising while providing potential industry partners with critical information for enhancing their daily and annual operations.鈥�
鈥淎s a proud member of the USF community, I am committed to publishing high-quality research that showcases our commitment to research excellence. I am very fortunate to be working alongside great colleagues and team members, focused next on grant-funded projects, including a collaboration with BayCare on social determinants of health, and a large-scale NIH-funded study where colleagues and I seek to enhance communication processes throughout clinical trials to address participant retention,鈥� Applequist said.
Yang says she hopes to next deepen exploration of AI's impact on media consumption and human-machine communication.
鈥淲e plan to investigate the individual and social implications of AI-driven communicative technologies, as well as expand our studies on AI-powered social robots using cutting-edge tools available in our Media Research Center of The Zimmerman School. Our ultimate goal is to position The Zimmerman School at the forefront of AI research in media research, providing valuable insights for both academia and industry as we navigate the rapidly evolving landscape of AI-enhanced media ecosystems.鈥�