Research

The COVID-19 pandemic rapidly changed the context of higher education during the Spring 2020 semester. As the virus began to spread across the United States, colleges and universities canceled in-person classes and activities, closed campus, and moved all operations online. Within the communication discipline, introductory communication course (ICC) administrators and instructors were not only dealing with these challenges, but they were also navigating the transition of large multi-section, often standardized, courses online at large institutions. This research project used semi-structured, in-depth interviews with 18 ICC administrators from institutions located in 14 states across the Midwest, mid-Atlantic, Southeastern, and West Coast regions of the U.S. to explore how they engaged in relationship management with their instructors and how their approach to relationship management informed their transition to remote learning due to COVID-19. The analysis results in four emerging themes: (1) rhetorical approaches to relationship management, (2) relational approaches to relationship management, (3) relationship management → positive outcomes, and (4) relationship management as central to navigating COVID-19. Based on these findings we suggest a rhetorical/relational goals approach to course administration and offer practical implications ICC administrators can implement to engage in successful relationship management during times of crisis.

As a detailed case study, “Listening Leadership: An Academic Perspective” explores the use of listening-centered leadership strategies by University of Maryland President Darryl Pines and his leadership team to develop the UMCP strategic plan for moving forward in a time of continued challenges. 

Evidence-based health communication is crucial for facilitating vaccine-related knowledge and addressing vaccine hesitancy. To that end, it is important to understand the discourses about COVID-19 vaccination and attend to the publics’ emotions underlying those discourses. We collect tweets related to COVID-19 vaccines from March 2020 to March 2021. In total, 304,292 tweets from 134,015 users are collected. We conduct a Latent Dirichlet Allocation (LDA) modeling analysis and a sentiment analysis to analyze the discourse themes and sentiments. This study identifies seven themes of COVID-19 vaccine-related discourses. Vaccine advocacy (24.82%) is the most widely discussed topic about COVID-19 vaccines, followed by vaccine hesitancy (22.29%), vaccine rollout (12.99%), vaccine facts (12.61%), recognition for healthcare workers (12.47%), vaccine side effects (10.07%), and vaccine policies (4.75%). Trust is the most salient emotion associated with COVID-19 vaccine discourses, followed by anticipation, fear, joy, sadness, anger, surprise, and disgust. Among the seven topics, vaccine advocacy tweets are most likely to receive likes and comments, and vaccine fact tweets are most likely to receive retweets. When talking about vaccines, publics’ emotions are dominated by trust and anticipation, yet mixed with fear and sadness. Although tweets about vaccine hesitancy are prevalent on Twitter, those messages receive fewer likes and comments than vaccine advocacy messages. Over time, tweets about vaccine advocacy and vaccine facts become more dominant whereas tweets about vaccine hesitancy become less dominant among COVID-19 vaccine discourses, suggesting that publics become more confident about COVID-19 vaccines as they obtain more information.

Grounded in the 2018 California Camp Fire context, this study explores how message framing in charitable appeals influences individuals’ donation intentions. A 2 (first person imagery perspective vs. third-person imagery perspective) × 2 (gain frame vs. loss frame) between-subject online experiment was conducted via Amazon’s MTurk. Results showed that gain/loss framing and imagery perspectives interactively influenced participants’ donation intentions. Specifically, when a message is loss framed, a first-person imagery perspective (“I lose”) message is more effective than a third-person imagery perspective (“they lose”) message in enhancing participants’ perceived issue relevance, induced empathy, and donation intention. In addition, when the message is framed with a third-person imagery perspective, a gain-framed (“they gain”) message is more persuasive than a loss-framed (“they lose”) message.

As institutions of higher education continue to offer online instruction, educators and administrators of presentational speaking courses must adapt their classes for various modes of online delivery. One primary consideration for adapting a presentational speaking course to online delivery is how students will experience communication apprehension and/or public speaking anxiety in online communication contexts. The instructional communication field is rife with research about students’ experiences with speech anxiety and communication apprehension. However, little work has explored how students’ experiences may differ when the primary mode of course communication and course presentations is mediated through either synchronous or asynchronous modes of online communication. If these anxieties in face-to-face settings can deter students’ academic and professional goals (Richmond et al., Communication apprehension, avoidance, and effectiveness [6th ed., Pearson, 2013]), researchers should investigate students’ experiences in online courses. The current study begins to fill this gap. We analyze qualitative responses (N = 178) to an open-ended survey distributed to undergraduates in presentational speaking courses. Thematic analysis revealed the uniqueness of online communication apprehension and its similarities to face-to-face communication apprehension. Implications for administrators and instructors of presentational speaking courses are offered.

The present study seeks to systematically describe how humanitarian aid organizations use visuals in their natural disaster-related social media messages and to analyze their effects on social media engagement. Using Rodriguez and Dimitrova’s (2011) four levels of visual framing, we performed a content analysis of 810 tweets from 38 aid organizations. The results showed that, overall, the organizations’ visuals had an emphasis on victims and on disaster relief efforts. The most effective types of visual framing, however, were not those the aid organizations most commonly used. We discuss the theoretical and practical implications.

Sharing the stories of people whose lives are impacted by Opioid Use Disorders (OUDs) can be a promising strategy to reduce stigma and increase support for beneficial public policies. Since a story can be told from a first-person or third-person point of view (POV), this study sought to (1) determine the relative persuasive effects of narrative POV and (2) identify the underlying psychological mechanisms, including character identification and psychological reactance, of such narratives. A one-way between-subjects experiment was conducted among a college student sample (N = 276). Narrative POV was manipulated by describing a college student’s OUD experience from either the first- or third-person POV. Findings demonstrated that POV did not influence identification but had a significant effect on reactance. Specifically, the first-person (vs. third-person) POV narrative led to lower reactance, which was associated with participants’ decreased desire to socially distance themselves from people with OUDs and stronger support for public health-oriented policies regarding OUDs. This study sheds light on the mixed findings revealed in the literature and has practical importance in health message design in the current opioid epidemic.

The purpose of this study was to assess whether self-imagery is more effective than other-imagery, and if so, to investigate the mechanism of how self-imagery generates more increased positive responses from consumers. Furthermore, we explored the boundary conditions associated with reduced positive effects of self-imagery on consumer responses. The results of Experiment 1 suggest that self-imagery was more effective than other-imagery in generating a favorable attitude toward an advertisement and purchase intention, since it enhanced a sense of presence, and consequently, imagery engagement. However, based on the results of Experiment 2, when an advertisement evoked a sense of high-risk, self-imagery generated a less favorable attitude toward the advertisement than other-imagery due to the emotion of fear evoked by the advertisement.

This study explores the mechanisms through which corporate social responsibility (CSR) campaigns that solicit consumer participation benefit companies more than non-participatory campaigns. In Study 1, we demonstrated that consumers who were asked to actively participate in CSR campaigns were more likely to consider the company’s motives public-serving rather than self-serving, evaluated the company more favorably, and had higher purchase intentions regarding the company’s products, mediated by perceived consumer–company interactivity. In Study 2, we showed that psychological empowerment and consumer–company identification can explain the positive effects of perceived interactivity. Unlike non-participatory campaigns, participatory campaigns empower consumers and strengthen consumer–company identification through perceived consumer–company interactivity, which, in turn, positively affects perceived CSR motives, attitudes toward the company, and purchase intentions. Our studies highlight the value of consumer engagement with participatory CSR campaigns and explain why it works. We conclude by discussing the theoretical and practical implications of our findings.

While communication research on interorganizational homophily has grown, little is known about how issue homophily—defined here as the propensity to form ties based on shared issue priorities—influences interorganizational relationships in civil society. Our theoretical framework brings together homophily research and issue niche theory to explore the potential influence issues have on interorganizational network tie formation. Our empirical case is the network of civil society organizations focused on government reform in Malaysia. Using data gathered from a survey with organizational leaders (n = 90), exponential random graph models with binary and valued data explored how two types of homophily are associated with tie formation and cooperation in interorganizational relationships. Key findings from the study include that more important issues appear to drive tie formation and levels of cooperation in the network, only specific issues lead to homophilous ties, and issue homophily does not lead to greater levels of cooperation among civil society organizations.