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In this issue
The fall 2018 issue of the Department of Communication alumni newsletter highlights the many ways in which communication students and faculty interact with the community.
John H. Parmelee, Ph.D.
The logo for the project was produced by students in Professor Dee Colvin’s Advertising and Public Relations Campaign classes.
Black history in Jacksonville is bursting with stories of the arts, culture and music, as well as stories of personal triumph and tragedy. Yet few people know the history and stories. UNF’s Department of Communication in conjunction with The Florida Times-Union and the greater Jacksonville community are trying to shed light on the forgotten past. The project, known as Uncovering Jax, is designed to educate the community about its rich and diverse cultural history and inspire an environment of mutual respect and cooperation among all Jacksonville citizens regardless of culture.
Several faculty members including Dr. Paula Horvath, Professor Dee Colvin, Professor Frank Goodin, and Dr. Nataliya Roman have been actively involved in this project and have designed their class assignments around it.
Colvin’s campaigns classes created a complete integrated marketing campaign, which can be implemented to promote the project around the city. In addition, Horvath’s applied journalism class researched, wrote and published stories of influential people and events that were a major part of the city’s black historical culture.
UNF communication students Kendall Russ (sitting), Chelsea Rafan and Aleksiya Philippov interview Jacksonville historian Ennis Davis for one of several short documentaries produced by the Department’s multimedia journalism and production concentration to promote the Uncovering Jax history project.
Roman and Goodin, both faculty in the multimedia journalism and production track, will premier their students’ work during the department's annual Media Week event, Oct. 22-26. Roman’s students produced a number of short “readable videos” designed for social media use. “These videos touch on the various aspects of Jacksonville’s black history,” said Roman. “The stories focus on famous Jacksonville residents, landmarks and events.”
Roman pointed out that many Jacksonville residents don’t know about the city’s rich black history. “The first blues song was performed in Jacksonville, and many famous blues and jazz musicians performed right in downtown,” Roman said. “Plus, before Hollywood, Jacksonville was "The World’s Winter Film Capital.” These are just some of the stories her students will share with the community in the fall.
Executive Director Rita F. Reagan of Norman Studios, which is a National Historic Landmark, was interviewed about the historic importance of the studio and its founder, Richard E. Norman, who produced silent films in the 1920s. His films were known for featuring blacks in non-stereotypical roles, which was rare during that era.
The advanced production students in Goodin’s class worked on the creation of short documentaries to be premiered this fall during the Department’s annual Media Week and at other community venues. “My role for this project was to help select the stories and facilitate production of the documentaries,” Goodin said. “This project gives students an introduction to real-world production experience. It also educates the community about previously unknown historical figures and will contribute to a greater cultural awareness in our community.”
Goodin also mentioned that the Uncovering Jax project is meant to foster a strong and vibrant community in which all cultures are recognized, understood, respected and celebrated as valuable contributors to Jacksonville’s collective identity. “Our mission is to share with our community the stories of freedom and equality, injustice and struggle, loss and achievement, and courage and triumph of people who have been underrepresented in Jacksonville’s historical narrative,” Goodin said.
By Stephynie Perkins
Associate Professor, Department of Communication
Dr. Margaret Stewart, assistant professor of communication studies, discusses social listening at Social Media Day Jacksonville.
“What is the maximum number of friends you can have on Facebook?” a representative of Promo 180 asked at an early morning session of Social Media Day Jacksonville 2018.
“Five thousand,” Emma Broadhurst replied a split second later, like a star student in the front row of a classroom. But rather than receiving an A, the UNF communication alumna earned a $25 Amazon gift card from the speaker.
Some of the brightest social media and digital marketing experts from the First Coast and around the world came together on June 29-30 at the Adam W. Herbert University Center at UNF and led challenging discussions on the power of videos, blogging strategy, humanizing your brand using Messenger, and crisis communication in an environment aided and complicated by social media. The event was co-sponsored by the UNF Department of Communication and organizations such as Gil Media Co., Savvy Outsourcing and JAX Chamber.
“The only reason I knew the answer was because Dennis Yu said it in his presentation,” Broadhurst said in a self-deprecating fashion. Yu, the chief technology officer of BliztMetrics and an international expert on Facebook, was one of 20 specialists Broadhurst had come to see at the two-day event.
Broadhurst, who is the marketing manager and analyst for Trailer Bridge in Jacksonville, described the sessions as an opportunity to learn how to communicate on behalf of her employer without stifling her creativity.
Dr. Margaret Stewart, UNF assistant professor in communication studies and one of the conference ambassadors, explained that the sold-out event of 450 people was intended to help professionals like Broadhurst learn about emerging trends and get hands-on training.
“Connecting with a conference like Social Media Day Jacksonville is so critical because it invites the opportunity for learning,” Steward said. “For the faculty members, it invites us to be networking with some wonderful, professional thought leaders who really have captured attention in the space and are pioneering movements in things like live video and storytelling online, and Facebook advertising.”
Stewart performed double-duty at the conference as a speaker presenting the topic “Social Listening for Strategic Success,” her area of expertise. “Social listening is one of the evolving strategies organizations are using to make sense of the social media cacophony,” she said.
The first day of the conference featured intimate, four-hour workshops that helped participants explore content creation and blogging, live video creation, Facebook advertising and email marketing. Each session was limited to 50 people to encourage interactivity and practice. Saturday, which was officially recognized as Social Media Day in many cities, featured 30-minute presentations to explore thought-provoking ideas.
The mix of practical opportunities and real-world discussions drew Ellie Hinck, an advertising graduate, back to campus. “There’s so much knowledge to be learned here. So by coming to the conference, it really allows you to expand upon your knowledge and to understand what the current trends are,” Hinck said.
The Social Media Day Jacksonville website has more information about the event.
Dr. Paula Horvath regularly filed stories about her journey on her blog.
Pakistan is a little-understood country where democracy is struggling to succeed and the news media are trying to find their place as defenders of free speech.
The U.S. State Department is doing its part by underwriting journalist exchanges that allow Pakistani journalists to spend time within U.S. news organizations while American journalists are given the opportunity to visit the South Asian country and explore differences.
The most recent eight-journalist delegation to Pakistan included Dr. Paula Horvath, a long-time journalism professor at UNF and an editorial writer for The Florida Times-Union. She was chosen from other applicants to take part in a 10-day visit in March led by the International Center for Journalists.
Horvath and the other journalists visited with Washington-based diplomats and journalists who had reported from the region before traveling to Pakistan, where they spent time in both Islamabad and Karachi. While there, the group met with members of various non-governmental organizations and media representatives.
Dr. Paula Horvath (sixth from the left) was part of a group of journalists from the Center for International Journalists to travel to Pakistan.
“It was an incredible experience that gave me insight into a remarkable country and its people,” she said. “There are so many good people in Pakistan who are working very hard to make democracy work. They are inspiring.”
While there, Horvath and her group members produced video and print stories to give people back home a glimpse of the country, the fifth most populous in the world. Her stories have also been placed on her blog.
To Horvath, the opportunity has reinforced the importance of journalism. “I am thankful that journalists across the world can give people a chance to experience cultures and events they might never encounter themselves,” Horvath said. “And, I’m very thankful to be part of a profession that can contribute to such global understanding.”
The website for the project explores what can be done to fix Florida’s prisons.
The Society of Professional Journalists recently awarded second place among student submissions in the state to a multimedia storytelling package created by UNF journalism students.
The stories, which
examine Florida’s prison system, were the culmination of a semester’s worth of
work by students within Dr. Paula Horvath’s JOU 3925-Applied Journalism course during
spring 2017. The award-winning project, titled “In Their Eyes: Florida Prison
Reform from Inmates’ Perspectives,” ran in The Florida Times-Union and can be viewed on a website that is produced
by the students.
They worked with Florida State University’s Project on Accountable Justice and numerous state and national experts to help gather information for the project. In addition to Horvath’s class, students in Dr. Nataliya Roman’s class created special online graphics for the project.
The students not only examined the prison system, looking at its history as well as its current practices, they also interviewed numerous former prisoners and compiled information about what reforms they would like to see.
“This was a tremendous amount of work by a dedicated group of students, many of whom had never even considered the plight of prisoners before,” Horvath said. “They became extremely knowledgeable and through this project learned good investigative journalism techniques.”
Zach Sweat and Haleigh Dunning are on their way to New York with dogs Otis and Kitsune.
By Matthew Farina
Senior, Department of Communication
Working as a camera operator for the ESPN3 crew who broadcasts UNF athletic events, Matthew Farina gets inside the huddle with the UNF Women’s Basketball Team.
It is with great joy and excitement that I express my gratitude for the 2018 Oscar Patterson Scholarship. Dr. Patterson’s gift not only reaffirms UNF’s commitment to my academic and professional development, but it allows me to pursue unique learning opportunities beyond the traditional classroom setting. Simply put, I would not be where I am today without his support.
Dr. John Parmelee recognizes the outstanding communication students for 2017-18, (from left to right) Ronnesha Rodgers, Aleksiya Philippov, Cienna Richards and Katherine Connors.
By Morgan Stark
Senior, Department of Communication
Employers at the Internship + Job Fair included the Shepherd agency, Firehouse Subs and the Jacksonville Broadcasters Association
Approximately 100 communication students attended the annual Internship + Job Fair event and interacted with more than 40 employers in the communication industry.
“Seventy percent of our interns come from UNF and over the years we have hired 85 interns into full-time positions,” said Mike White, CEO of Client Focused Media.
Bethany Pruitt, a spring 2018 graduate, is another intern-turned-employee. The internship fair helped connect potential interns like Pruitt to various employers like CFM. “The Internship and Job Fair allowed me to connect with Client Focused Media. I never thought my internship would turn into a job,” Pruitt said.
She began interning at CFM in fall 2017 and was then hired even though she didn’t graduate until the spring. Pruitt connected with CFM a year ago at the 2017 fair and attended this year’s event as a recruiter for interns for CFM.
Another alumna, Katie Boyles from Axia Public Relations, shares a similar story. As a UNF student, Boyles interned at Axia and was hired full-time and continues to work there today. “I originally interacted with Jason Mudd, CEO of Axia, through Twitter, Boyles said. “I found out he was coming to speak in my PR cases class and tweeted something like, ‘Excited to learn more PR strategies from you @JasonMudd.’” This simple tactic of reaching out through Twitter is what initially caught Mudd’s attention and then later led to an internship and position at Axia.
More information can be found on the Department’s internship website.
Dr. Christa Arnold received a top communication scholarship paper award for presenting “Listening Skills and the Medical Encounter: Perceptions from Practicing Physicians” to the Florida Communication Association conference.
Dr. Berrin Beasley presented “Integrating the Roles of Gatekeeper, Reporter, and Copy Editor for the Social Media Environment” to the American Journalism Historians Association conference.
Dr. David Deeley won Best of Competition for TV Sports Event Direction & Production at the Broadcast Education Association Festival of Media Arts Competition for “UNF vs. Jacksonville Men’s Basketball ASUN Quarterfinal Game.”
Dr. Christine Holland presented “Develop a Culture: Workshop for Intercultural Communication” to the Florida Communication Association.
Dr. Chunsik Lee and Dr. Junga Kim published “Testing a Cultural Orientation Model of Electronic Word-of-Mouth Communication: A Comparative Study of U.S. and Korean Social Media Users,” in Asian Journal of Communication.
Dr. Carolynn McMahan presented “Social Media Strategies: Analyzing Online Consumer Behavior and Core Consumer Predictors of Online Social Network Engagement and Usage” to the Academic OASIS-PARIS International Multidisciplinary Academic Conference.
Dr. Siho Nam presented “Cognitive Capitalism, Free Labor, and Financial Communication: A Critical Discourse Analysis of Social Media IPO Registration Statements” to the International Association for Media and Communication Research conference. He also presented “JournalisTrash: The Intense Distrust of Journalists and the Dual Crisis of Journalism and Democracy in South Korea” to the Korean American Communication Association at the Association for the Education in Journalism and Mass Communication conference.
Dr. Jae Hee Park published “Cultural Differences in Online Community Motivations: Exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs),” in Journal of Promotion Management. He also presented “The Power of Negative Online Product Reviews: Application of the Third Person Effects in Online Product Reviews Among Smartphone Users” to the International Conference of Asian Marketing Associations.
Dr. Nataliya Roman and Dr. Margaret Stewart presented “Tweeting about Terror: Using World Systems Theory to Compare International Newspaper Coverage Online” to the Association for the Education in Journalism and Mass Communication conference.
Dr. Margaret Stewart and Dr. Christa Arnold, published “Social Listening to Improve Customer Relationship Management: A Case Study of an American Academic Library” in Diverse Methods in Customer Relationship Marketing and Management. She also published “Uncertainty Reduction and Technologically Mediated Communication: Implications to Marital Communication during Wartime Deployment” in Ohio Communication Journal. They also published “Defining Social Listening: Recognizing an Emerging Dimension of Listening” in the International Journal of Listening. They also presented “Social listening to improve customer relations: A case study of an American academic library” to the Florida Communication Association.
Dr. Margaret Stewart presented “Classroom Collaborations using Social Media: Navigating Changes to Veteran education and emerging communication technologies” to the Council of College and Military Educators. She also presented “Reputational Threats Online: Social media as a simultaneous agent of crisis and tool for response and resolution in the case study of an American academic library” to the International Crisis & Risk Communication conference. She also presented “Implementing STREMII: A practical guide for crisis communication on social media during hurricanes and natural disasters” to the International Crisis & Risk Communication conference.
Dr. Tulika Varma presented “Online Media Crisis Response Framework: Mapping Crisis Response Strategies to Curated Flow of Online Information” to the International Communication Association conference. She also presented “Examining the Role of Leadership on Reputation During a Crisis: The Case of United and Delta Airlines” to the International Public Relations Research conference.
There are eight great ways to stay connected with the Department of Communication:
Jane Clifford Mickler, an adjunct instructor in the Department for many years, died in June. Hundreds of students took her MMC 1004-Media Literacy and MMC 3105-Advanced Writing for the Media classes. She worked for the San Diego Union-Tribune and WJXT TV-4 before going into teaching.
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