Atlas Lab

Digging Deeper, a boot camp presented by TEGNA Anchor/Investigative Reporter Emerald Morrow In this professional development boot camp, Emerald will discuss the following topics: Finding story ideas in public records and non-obvious places Ways to add context to coverage Emerald’s award-winning investigations into erased Black cemeteries across the state Event…

Nathan Carpenter, director of the Atlas Social Media Listening Lab at the University of Florida College of Journalism and Communications, is the co-author of Social Media Research Methods recently published by Cognella Academic Publishing. In the publication, co-authors Carpenter, Joseph Mazer, dean of the University of Tennessee College of Communication…

The news that Taylor Swift had broken up with her boyfriend after six years  caused a such a volcanic public response, replete with viral rumors and conspiracy theories. The response is rooted in the ever-growing parasocial relationships phenomenon—one-sided celebrity fascinations that lead fans to vicariously invest in stars’ lives.

Young consumers response to advertising on Snapchat is affected by how they perceive promotion on the social media platform. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising Department interim chair and associate professor, and Yoon-Joo Lee were featured in “How Perceived Characteristics and…

In 2022, the influencer market was estimated at $16.5 billion and content creators are under growing pressure to disclose partnerships with brands to build trust with consumers. Whether influencers engage in transparent disclosure is a key factor in understanding their formidable role on social media.

Using social media influencers to help promote a brand has become an increasingly important marketing strategy. But questions remain about selecting an influencer to represent a brand online.

The University of Florida College of Journalism and Communications announced today that Nathan Carpenter will be the inaugural director of the College’s new social media listening lab. Carpenter will join the College on July 3. As director, Carpenter will be responsible for leading the lab’s operations, insights/analysis, and engagement with…