Fall 2022

In celebration of the 50th anniversary of UNF, the School of Communication looks back at its history and accomplishments. Part two in this series focuses on changes and growth that have taken place during the last two decades (part one of this series is in the spring 2022 issue). Want to share your memories of UNF and the communication program when you were a student? Post on social media using #UNFComm50.

Students work on an episode of the public affairs show Inside Jacksonville in a TV studio that has since been upgraded to a digital workflow featuring virtual environments and enhanced live-streaming capabilities.

Several strategic decisions were made just before and after the then-Department of Communications & Visual Arts moved in 2001 to its new quarters in the Fine Arts Center. The first significant change was to convert the program’s Communication degree from a B.A. to a B.S. to emphasize the social science nature of communication and to meet the needs of the communication industry for skilled professionals.

The faculty also deliberated about whether a department with such broad offerings at the time – ranging from journalism and public relations to painting, sculpture, and art history – should separate. In 2004, the split became official with the creation of the Department of Communication and the Department of Art and Design (which is now the Department of Art, Art History, and Design).

Dr. Oscar Patterson, the department chair from 1998 to 2006, was instrumental in shaping the new Department of Communication. He also had a bit of a mischievous side, and faculty and staff never knew when next he might pull a prank. The office manager, Donna Oxford, usually came to the rescue.

Always willing to go the extra mile for the department and university, Patterson participated in a charity event in which he donned a turkey suit and walked around the Green for a day. The fundraiser involved students making donations that counted as votes for which faculty member would wear the turkey suit. The donations went to the student advertising club to help families in need during the holidays. “I do remember having a lot of fun, and that the suit was hot and stuffy,” Patterson said.

Dr. Oscar Patterson was featured on the front page of Nov. 30, 2005, issue of the Spinnaker for dressing up like a turkey for a fundraiser.

After Patterson retired, Dr. Gary Harmon served as interim chair for a year. He helped establish the minor in communication studies and began the initial discussions about creating a major in communication studies.

Dr. David Goff, who served as chair from 2007 to 2013, created the department’s Professional Advisory Board with the help of Gary Corbitt, the former research director for WJXT/Post-Newsweek Stations. With the board’s encouragement, the Journalism and Electronic Media major concentration in the B.S. in Communication were combined into a single concentration called Multimedia Journalism and Production. Also, the Advertising and Public Relations concentrations added required new classes in marketing and media graphics.

Goff also procured hundreds of thousands of dollars to fund moving the program to new facilities in Building 14D, including a high-definition TV studio.

Goff retired in 2013 as was succeeded by Dr. John Parmelee, who worked with faculty, staff, and the Professional Advisory Board to create the M.S. in Communication Management, the B.A. in Communication Studies, the Digital Video Production concentration in the B.S. in Communication, minors in political campaigning and social media, and annual events such as Media Week and Social Media Expo Jax.

In 2017, the B.S. in Communication won accreditation from the Accrediting Council on Education in Journalism and Mass Communications, making it one of just five communication programs in Florida to have the distinction.

In 2019, UNF’s Board of Trustees voted to change the name of the Department of Communication to the School of Communication to reflect the increasing size, importance and scope of the program.

“The communication program has come a long way since I arrived in 2001,” Parmelee said. “The skills our students learn help them get jobs at CNN, NBC Sports, Twitter, and at ad agencies, PR firms and production companies around Florida and beyond.”

The current faculty of the School of Communication get ready for the fall 2022 semester.  

Today the School of Communication continues to work toward giving students an exceptional education and producing strong leaders in the communication industry. The industry is dynamic and always changing, and the School of Communication is committed to adapting to the changes.

Dr. Christine Holland helped create the B.A. in Communication Studies and the UNF chapter of the Lambda Pi Eta student honor society.   

Beloved communication studies associate instructor Dr. Christine Holland has embarked on a new adventure, taking on retirement after teaching for over 20 years for the School of Communication.

Retirement is about looking forward, letting go of the past, and enjoying the future. Holland has fond memories of her career at UNF: 

“In the spring of 2001, my husband and our twin sons had just moved to Jacksonville for his job after spending several years in Oklahoma,” she said. “I reached out to the then-Department of Communications & Visual Arts chair, Dr. Oscar Patterson, after I saw an article in the Florida Times-Union saying that UNF had to let a lot of adjuncts go because they did not have a master’s degree in their academic discipline. I sent Dr. Patterson an email and let him know that I have a master’s in communication studies and he replied, ‘Send me your curriculum vitae.’ I did and he hired me. 

“At that time I was one of two communication studies faculty members, and we taught mostly the SPC 4064-Public Speaking for Professionals courses and a few SPC 2608-Fundamentals of Public Speaking courses.

“Over the next few years in the mid-2000s we expanded the number of faculty in communication studies by hiring another assistant professor and several other instructors, and I decided that I would get a terminal degree from the University of North Florida in educational leadership.  At this time our chair was Dr. David Goff and the priority for the department’s growth was to receive accreditation for the Bachelor of Science program.

“I continued to teach mostly public speaking courses until I completed my doctoral studies in 2013. At that time we started seriously moving toward developing the Bachelor of Arts in Communication Studies.  Along with the rest of my colleagues in the communication studies area, Sam and Traci Mathies, Diane Matuschka, and Drs. Arnold and Stewart, we worked together to bring to pass the Bachelor of Arts in Communication Studies. I consider this as my greatest contribution to the School of Communication.

“Since then I’ve taught intercultural communication courses as well as organizational communication for communication studies majors and others at the University of North Florida.  I have enjoyed my career.

“Currently, I’m living in my hometown of New Albany, Indiana, and enjoying my retirement. I plan to play a little more golf and pickleball, and we’ll see what else the future holds." 

Dr. Holland will be sorely missed by her students and colleagues but is wished a wonderful retirement.    

By Bobbi Doggett

Associate Instructor, Public Relations

Roxie Reeve has been honored by the Jacksonville Business Journal for her business success, leadership skills and community involvement.

Roxie Lute Reeve, a 2011 graduate specializing in public relations, has worked for Renaissance Creative, Beason4 Media Group, and now serves as the director of digital marketing for the 3D Digital Agency, which specializes in digital marketing, consulting, branding, and video production. She also obtained her master’s degree in Integrated Marketing Communication from West Virginia University.

“I have loved my career so far and what I’ve loved best is that I’ve had experiences in PR, event planning, video production, project management, coming up with client strategies and even business development,” Roxie said.

Roxie attributes her time in the School of Communication’s PR major concentration with helping her become a great writer. “Writing, first and foremost, is the skill I have used the most throughout my career,” she said. “I create the best storytelling I can for the brands we represent.” Roxie also stressed that writing is imperative for creative planning and executing a project. “Writing has helped me through my career, and it was great getting that education here.”

Roxie also stressed the importance of club membership and getting to know your faculty. “What stands out for me at UNF were the relationships I had with my peers and teachers,” she said. “Through PRSSA (Public Relations Student Society of America), I attended national conferences, gained leadership skills, and grew my network. I think PRSSA and other clubs have helped project me in my career. I believe I have advanced farther in my career because I integrated myself in all those experiences.”

Roxie Reeve (left), along with fellow alumnae, Michelle Clark and Monica Earle, was very active in PRSSA while a student at UNF.

Besides working at 3D Digital, Roxie serves as an internship supervisor for the School’s senior internship program and as an adjunct faculty member teaching PR writing courses. When working with students or even new graduates, Roxie has three pieces of advice for moving into the workforce.

“First, take as many internships as you can, and if you can’t take internships, then have informational interviews with professionals in the field,” Roxie said. 

She feels that people need to “get out of their comfort zone,” call a professional and set up 15- to 20-minute interviews where they can ask about the day-to-day job and what the professional wished they’d knew when they started.

Her next piece of advice is to network. “Get to know your fellow students while in college and also continue to network once you’re fresh in your career,” she said. 

She stressed that she maintains great connections with fellow professionals from college through PRSSA and other organizations she was involved with. “Those relationships you will continue to lean on for years.”

Third, Roxie recommends that people create a three-year, five-year, and 10-year plan setting milestones for each period. 

“Soon enough, 10 years will have gone by and you’re going to look back and say, I think I am where I’m supposed to be,” she said.

When asked if she could do it over, would she choose communication, Roxie smiled and emphatically said, “Yes, I would do it all again.” She stressed that communication has a lot of flexibility, whether you’re interested in a fast-paced agency environment or want to make an impact by working in a nonprofit organization, communication is used in every single career path. 

“No matter where you end up or what route you take, it’s a great degree to learn and garner tools that you’re going to use forever. It’s been a great ride so far,” she said.

This is part two of a three-part series exploring what School of Communication alumni are up to and what advice they have for current students. These short videos are the brainchild of Dr. Nataliya Roman and her MMC 4930-Content Creation Tools students.

Luiza Motta gets to tell stories about University of North Florida students and faculty as a UNF videographer. Luiza also owns a video production business. She graduated with a bachelor’s degree in communication with a focus in digital video production in 2016. She is also a graduate of our master’s degree in communication management. Lauren Connell spoke with Luiza at UNF. Luiza Motta video link.

 

Katie Connors is the director of marketing and public relations for Nelson and Associates Insurance in Fernandina Beach. From marketing, public relations and social media to planning community events, Katie exceeds in it all. Emma Giusti interviewed Katie in Fernandina Beach. Katie Connors video link.

Fouad Zabaneh is a multi-platform producer at WJXT (Channel 4) in Jacksonville. He graduated from UNF in 2020 with a major in TV production. In this video produced by UNF student Kathy Pham, Fouad talks about his typical day at work at Channel 4. Fouad Zabaneh video link.

Ronnesha Rodgers joined UNF’s Marketing and Communications department as a social media specialist after graduating in 2019 with a master’s degree in communication management. Sierra Stuckey interviewed Ronnesha at UNF. Ronnesha Rodgers video link.

Liz Norton is a creative manager at Prime6 Brands in Cologne, Germany. Liz graduated from UNF in 2018. She studied multimedia journalism. Kasey Batchelor interviewed Liz via Zoom. Liz Norton video link.

The School of Communication held its annual celebration to recognize its outstanding graduates at the undergraduate and graduate levels.

The 2021-22 graduates were asked to tell us what their greatest achievement was at UNF, and what they’ll always remember most about their experiences. Here are their responses.

Sydnie Steele, Outstanding Graduate Student in Communication Management: “The UNF School of Communication welcomed me with open arms after receiving my bachelor’s degree in Criminal Justice. Throughout the past two years, I have found myself through the Master of Science in Communication Management program, and the professors have propelled me forward within my academic and professional career. My greatest accomplishment throughout my time would be being selected for the Graduate Assistant position and the opportunity to join the faculty and staff beginning fall of 2022 as an adjunct professor!”

Ashley Goebel, Outstanding Student in Digital Video Production: “These past four years at UNF have provided me with knowledge and experience that will help me grow into whatever career path I choose. I have learned a lot within my program and have met some amazing people along the way. My most memorable time as a communication student is thanks to professor Ken Thomas who had given me an internship with Inside Swoop. I got hands-on experience as a technical director inside our school's TV studio and got to help create some amazing shows with other fellow interns. I'll always remember the lessons I've learned and relationships I've made throughout my time here.”

Lauren Sapp, Outstanding Student in Multimedia Journalism: “My time as a communication student at UNF allowed me so many opportunities to grow and challenge myself in preparation for whatever may come next. What I will remember the most and something invaluable that I have taken away from this experience is the guidance from all of my professors. Their endless support and encouragement have allowed me to develop a new confidence in myself and taught me to be proud of what I produce, and I will always be grateful for that.”

Rumooz Al Ghanim, Outstanding Student in Public Relations: “In PR Cases, there was a group project that accounted for a large portion of my grade, which I didn’t expect to end up doing alone. It was the best decision I made, although I was initially worried about doing the project on my own. I spent countless hours working on the project, and that life happenstance turned into something positive. Taking on the entirety of the project helped me realized I am a researcher, a critical thinker, and a great writer. Although the campaign proposal was for a mock client, I took it very seriously and in doing so, I discovered the positive impact PR could have on the community. It was hard to manage because I was working on another grant proposal, but it was very humbling and worthwhile once I saw the end results. A special thanks goes to professor Doggett who encouraged me and guided me every step of the way, and to all my professors at the UNF School of Communication who cared about my academic success.”

By Diane Matuschka

Instructor, Communication Studies  

Dr. Christa Arnold (left) and Dr. Margaret Stewart (right) collaborate on social media research.

Research is the life blood of university professors, and collaborating with colleagues can enhance the quality of their research. Communication Studies professors Dr. Christa Arnold and Dr. Margaret Stewart have successfully collaborated on several studies involving the timely topic of social media deception.

While Arnold’s research focus is in lying, deception and listening, Stewart’s expertise is in social media. Arnold said, “My listening research expanded beyond health communication after collaborating with Dr. Stewart and we began examining mediated listening or social listening research.”

Good communication and trust characterize the most successful teams. Arnold and Stewart began to exchange ideas to collaborate on a research project and began examining mediated listening and social listening research. According to Arnold, “Dr. Stewart and I have been collaborating for several years on social listening research with my expertise in listening and hers in social media. This has been a very complementary research relationship. We have been expanding that line of research via several journal articles and book chapters as well as multiple international, national, regional, and state conference papers. We also were invited to present our work at the Mayo Clinic Social Media Network Annual Conference.”

In addition, their studies look at the role of deception and misinformation presence online in a social media context. There are challenges to studying deception and misinformation online because no standard methodology for textual analysis currently exists. Traditional deception detection typically relies on verbal and nonverbal cues, which are limited online. Applying a law enforcement deception detection textual analysis called Statement Analysis, Arnold and Stewart are investigating Statement Analysis applicability to a social media context online.

One of their recent studies, titled “Deception Detection on Social Media: Pilot Study Results of Statement Analysis on Mediated Communication,” was presented to the International Conference on Social Media and Society this summer. The paper explores the role deception can play in the online environment.

Successful collaborations, such as the one Arnold and Stewart have fostered, can achieve high impact findings, further the body of knowledge, and be a great opportunity to learn from one another.

Dr. Rachel Riggs focuses on health communication, interpersonal communication, and media effects research. 

This fall the School of Communication welcomes a new hire, Dr. Rachel Riggs, who will teach PUR 3100-Public Relations Writing and other public relations courses. She graciously provided a peek into who she is, her research interests, and what she hopes to add to the faculty, students, and staff of the School of Communication.

Talk a little bit about your background.

I grew up in a tiny town called De Leon, Texas, about 1.5 hours southwest of Fort Worth. I had about 40 people in my graduating class in high school. I went to Angelo State University in San Angelo, Texas, for my undergrad and graduate degrees. After I graduated with my master's in communication studies, I was hired by the Department of Communication and Mass Media to be a full-time instructor of public speaking where I truly fell in love with teaching.

You then selected the Texas Tech doctoral program to complete your graduate work?

The College of Media and Communication at Texas Tech University offered me a graduate position and a great funding package, so I loaded up my dog and headed to Lubbock! At Texas Tech, I was given many opportunities to teach different classes, find my research area, and make lifelong friends. I also became obsessed with Texas Tech basketball, and I would often be the only “adult” in line to use my student ticket to get into basketball games.

Why choose Florida and UNF?

When I came to campus for my in-person interview and met the faculty in the School of Communication, I knew right then and there that I wanted to come to UNF if they offered me the position. Everyone was nice, professional, and excited about what they were doing to provide opportunities for the students. I was not going to leave Texas unless I truly felt sure that it was the right fit for me, and luckily UNF had exactly what I was looking for!

I love to travel with Alex, my partner, and we love to be tourists in our own hometowns. On the weekends, you'll catch us going to the farmer's market or making a day trip to explore a new city or neighborhood. I'm a bit of a foodie, and we love finding dessert spots, coffee shops, or brunch places that are local favorites. We also like to go to minor league baseball games, football games, soccer matches, and more! I made an Instagram @TexPatsExploreJax where we have been documenting our adventures here in Jacksonville and in Florida.

Why did you choose public relations as your academic field? What is it about PR that you like?

Every day is a new, unique challenge when you work in public relations, and I love challenges! As more and more people turn to brands and organizations for which they have formed a strong emotional connection, the value of the public relations skillset has also increased. I’m excited to work with the UNF students to develop skills and confidence they need for this fascinating and fast-paced field!

Tell us briefly about your research interests.

I am a health communication, interpersonal communication, and media effects researcher. More specifically, I am interested in understanding the role of media in encouraging adolescents’ and emerging adults’ disclosure of sexual assault and mental health problems.

I’m hoping to get this research published as soon as I can so that university administrators and nonprofit practitioners can use the findings to create more effective campaigns encouraging those affected by sexual assault to disclose their experiences in order to seek out social support and access to health resources.

Is there anything else you would like to share?

I am so excited to meet and work with the students at UNF. I am also looking forward to being on a smaller university campus where I can meet people across disciplines. My door is always open for any students who want to come by and say HI!   

Dr. Christa Arnold and Dr. Margaret Stewart presented “Deception Detection on Social Media: Pilot Study Results of Statement Analysis on Mediated Communication” to the International Conference on Social Media and Society. They also published “Building the Gap for Online Deception Detection: Uncovering Methodology to Identify Deceptive Content in Mediated Communication” in the Proceedings of the 2022 International Crisis and Risk Communication Conference.

Dr. Chunsik Lee published a book chapter, titled “Social Media Research,” in Research Methods in Communication (Vision Press). He and Dr. Junga Kim also presented “The Spillover Effect of Fake News on the Evaluation of Adjacent Digital Advertisements” to the International Communication Association conference.

Dr. Siho Nam published a book chapter, titled “It Takes Two Wackos to Make History: The U.S. News Media’s Construction of the North Korea-United States Summits,” in Locating North Korea in Communication Research (Routledge). He also published a book review of “Media: Why it Matters” in Journal of Broadcasting & Electronic Media.

Dr. Jae Park published “Is TV Sustainable in the Future? A Comparison with Smartphones” in Journal of Media Economics & Culture. He also published “The Political Youth Voice Spiral: An Application of the Spiral of Silence to Opinion Expression Among Young American Voters” in Quarterly Review of Business Disciplines.

Dr. John Parmelee won the UNF Outstanding Faculty Scholarship Award for 2021-2022. He was also interviewed by The Hill about his research on how young voters use Instagram.

Dr. Nataliya Roman and Dr. Berrin Beasley presented “Frustration, Innovation and Determination: How Local American TV Journalists Told the COVID-19 ‘Story of a Lifetime’” to the Association for Education in Journalism and Mass Communication conference. Dr. Roman was also interviewed by the Washington Post about her research on the Ukrainian president’s use of mass media.

There are eight great ways to stay connected with the School of Communication:

1. Join the School's Professional Advisory Board.

   The board helps us make sure we are getting students prepared for the current media environment. If you have risen to a position of leadership at a news organization, PR firm, advertising agency or other media outlet, please contact the school's director, John Parmelee. Even if you don't want to be on the board, feel free to email the director with any advice on making the curriculum better.

2. Join the School's Alumni Association.

   This is a great chance to interact with fellow communication alumni and current students. To join, please contact the School's Alumni Association, mention your interest in joining, and please include your name, contact information, year of graduation and track. Also, all communication alumni are invited to be a part of the conversation on Facebook. This is the "go to" spot for UNF communication alumni. The Facebook group includes information about alumni social events, recently posted communication jobs, tech tips, departmental news, and pictures/video from school events such as Media Week. In addition, communication faculty members have joined the group, so you can connect with your old professors. Here's how to join the alumni Facebook group: Search for UNF communication alumni and ask to join.

3. Let faculty know how you're doing.

   Below is a link that lists faculty and their email addresses. Faculty love to hear what their former students are up to and are always happy to offer advice.

4. Participate in the Internship + Job Fair.

   Every spring, representatives from companies such as WJXT, The Florida Times-Union, United Way and Mayo Clinic meet with communication students to discuss upcoming internships and jobs. If you are a leader at a company that is looking for interns to do advertising, public relations, journalism or production, please contact professor Bobbi Doggett to participate.

5. Be a guest speaker or mentor to our students.

   Your expertise in advertising, public relations, journalism or production could be a real benefit to current students. We are always looking for guest speakers to come to communication classes. A good time to do this is during the fall semester when the school hosts Media Week, an opportunity for media professionals to speak with students and faculty about the media landscape. Contact John Parmelee for more information. If you want to mentor our students, please fill out a profile on our mentoring website.

6. Contribute to Alumni Notes.

   This is your chance to let faculty and fellow alumni know of any big career or personal changes in your life. Also, consider contributing a 300- to 500-word piece on which professors made the biggest impact on your career. Submissions will be published in the alumni newsletter. Contact John Parmelee to submit.

7. Donate to the School.

   Even a small gift can help us enhance our facilities, academics and recruiting of top-quality students and faculty. To contribute, please go to our website.

8. Join us on Twitter, Facebook and Instagram.