Manship at ICA 2016

Posted by on Apr 28, 2016 in Cover Stories | 0 comments

Manship Scholars Prepare to Present at 66th Annual ICA Conference

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BATON ROUGE, La. – Manship School faculty, graduate students and alumni are gearing up to leave their mark on the 66th Annual International Communication Association (ICA) Conference, June 9-13 in Fukuoka, Japan.

Themed “Communicating with Power,” the 2016 ICA Conference emphasizes raising the profile of effective communication with government agencies, corporate players, civil society and grassroots organizations. This years conference urges researchers to explore the theme at micro, meso, and macro levels, and from psychological, interpersonal, organizational, and global perspectives. Keeping with this theme, Manship scholars will present on a variety of issues concerning digital advertising, health communication, and public relations and political communication.

A list of ICA 2016 presentations from current Manship faculty and graduate students is below.

“To Be Blamed or To Be Protected during a Government Crisis”
Myoung-Gi Chon
Abstract: The purpose of this study is to explore how situational variables in Situational Theory of Problem Solving (STOPS), objective variables and organization-public relationship (OPR) indicators influence three crisis outcomes. An online survey with questions about the 2014 Sewol ferry disaster of South Korea was administered to 545 respondents. Results show that first, in terms of crisis responsibility, publics who were more likely to recognize and be involved the crisis issue attributed crisis responsibility to the government, whereas publics who had conservative ideology and had prior trust in the government were less likely to attribute crisis responsibility to the government. Second, being older, conservative, and trust, commitment, and satisfaction increase the government reputation. Third, being conservative and using traditional media as a main news source increase positive behavioral intentions in the context of the government crisis. Implications are discussed.
Division:  Public Relations

“The Visual Depth of Hurricane Katrina Imagery: A Longitudinal Study Through the Lens of Commemorative Journalism and Iconicity”
Nicole Dahmen, Andrea Miller, David Morris II
Abstract: Using the 10-year anniversary of Hurricane Katrina in the United States, this research takes a longitudinal approach to studying news imagery. Through content analysis and survey research, the article considers both news media presentation and audience interpretation. The data show that imagery themes, rather than select images, are remembered regarding Hurricane Katrina. And while select images are known to represent Katrina, they do not serve in such a concrete and enduring way as to be labeled iconic. Using both print and digital news as sites of media content, and in consideration of commemorative journalism, the data showed that while print news focused on current visual imagery best classified as “moving forward,” digital news galleries focused on original visual imagery best classified as “looking back.” In being easily accessible and available, digital space functions in such a way as to make historic images ubiquitous, and in a sense permanent.
Division: Visual Communication Studies

“Can You See? An Eye-Tracking Approach to Examine the Effectiveness of Native Advertisements on Social Networking Sites”
Yongick JeongLance PorterKasey Windels, Rui Wang, A-Reum Jung and Jun Heo
Abstract: Using an eye-tracking approach, we conducted a natural quasi-experiment to examine the effectiveness of native ads on social networking sites (SNSs). Our findings indicate that while native ads are more discoverable than display ads, display ads are more effective in generating cognitive processing and depth of focus than native ads. We also found that native ads are more effective on Facebook than on Twitter. Additionally, static and text format native ads significantly outperformed video format native ads on the two SNSs.
Division: Communication and Technology

“The Effects of Body Size Discrepancy on Ad Effectiveness: Moderating Role of Self-Esteem”
A-Reum Jung and Jun Heo
Abstract: The purpose of this study is to explore the effects of different body size of ad models and self-esteem on advertising effectiveness. The results of a discrepancy analysis between self-body size and model-body size revealed that people reported negative effects when they were exposed to ad model whose body size is thinner than their own body size (i.e., upward comparison) compared to the exposure to heavier ad model than their own body size (i.e., downward comparison) regardless of level of self-esteem.
Division: Visual Communication Studies

“Why do online comments and corporate replies matter in CSR communication? Mediating roles of perceived interactivity and transparency in increasing word-of-mouth”
S.Y. Kim and Hyojung Park
Abstract: The sensitive nature of CSR communication necessitates its strategic planning and implementation. This study examined how corporations can increase publics’ perceptions of interactivity and transparency to better maintain a good reputation through its CSR communication using social media. Data from a 2 (type of CSR program) × 2 (tone of user comments) × 2 (corporate replies) experiment indicate that the type of CSR program did not affect publics’ evaluations of CSR communication. However, the positive tone of user comments and the presence of corporate replies significantly increased publics’ perceptions of interactivity and transparency. Perceived interactivity appeared to mediate the effects of tone and replies on perceived transparency and WOM intentions. This study provides meaningful insights for theory and practical guidelines for corporations’ decision-making process regarding CSR communication using social media.
Division:  Public Relations

“Predicting Information Disclosure on Facebook: The Role of Self-Monitoring and Concern for Privacy”
Yeuseung Kim and Yongick Jeong
Abstract: This research investigates the effect of self-monitoring and different types of privacy concerns (authoritative, distant relations, and marketers) on the likelihood of posting a variety of information on Facebook. As predicted, high self-monitors were more likely to write about all four types of information typically posted on Facebook (location, action, social, and personal information) than low self-monitors. As the same time, high self-monitors were more concerned about authoritative figures and marketers finding their information on Facebook than low self-monitors. In addition to self-monitoring, different types of privacy concerns were associated with users’ likelihood of posting various types of information on Facebook: Concern for marketers had a negative influence on posting location information and concern for authoritative figures had a positive effect on posting what they are doing and whom they are with.
Division:  Information Systems

“I Love It Even Though It’s Terrible!: Dimensions of Media Entertainment at Guilty Pleasure”
Mary Beth Oliver (Penn State), Arienne Ferchaud (Penn State), Erica Bailey (Penn State), Chun Yang (Penn State) and Meghan S. Sanders
Abstract: A survey (N = 301) was conducted to examine guilty pleasures, how frequently media activities are identified as guilty pleasures, and the reasons why people may feel guilt. Overall, media were spontaneously named as guilty pleasures by approximately half of the sample, with food consumption (e.g., chocolate, snacks) named by approximately half. Three forms of guilty pleasure were evaluated: Procrastination Guilt (the activity displaces other activities), Quality-Based Guilt (the activity is perceived as low quality), and Normative Guilt (other people may disapprove of the activity). Media-based activities were associated with greater procrastination and normative guilt than non-media activities. Although mediated and non-mediated guilty pleasures were associated with equally low levels of appreciation for the activity, mediated activities were associated with higher levels of enjoyment. Results are discussed in terms of issues related to the ubiquity of media entertainment, the importance of multi-tasking, and the reasons behind self-reported guilt.
Division:  Mass Communication


“The Roles of Message Framing and Social Influence in Interactive Social Media Campaigns for Reducing Binge Drinking Among College Students”
Hyojung Park
Abstract: The continued problems of binge drinking among college students highlight a compelling need to develop an effective social-norm campaign. An “I pledge” type of campaign through social media may work well to reshape perceived social norms about drinking, as students see their peers sharing the campaign message and participating in the campaign. This study sought to understand the persuasiveness of messages shared by peers (gain-framed vs. loss-framed) via social media for anti-binge drinking campaigns. This study used a 2 (frame: gain vs. loss) × 2 (focus: personal vs. relational) × 2 (repetition) mixed-experimental design. Data from 112 undergraduate students indicate that students exposed to messages with a relational focus were less likely to perceive that binge drinking is acceptable by their peers than were those who viewed personal-focus messages. Similarly, when the message focus was on maintaining relationships rather than personal benefits, the loss-framed messages worked better than the gain-framed messages for behavioral intentions.
Division: Health Communication

“Social Media Law: The U.S. Versus The World”
Eric Robinson
Abstract: Media law in the United States is generally well-developed, but application of free speech principles developed for legacy media to social media and other new media forms has sometimes been difficult and awkward. In addition, the worldwide nature of much of new media raises many issues regarding reconciliation of United States law’s generally broad notion of free speech and its comparatively narrow notion of personal privacy with the laws and precepts of other nations, particularly in western Europe. I will examine various aspects of United States law as it applies to social media, and compare it to the laws applicable to social media in other nations.
Division: Communication Law & Policy

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