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A new study has found that different types of conversations can either facilitate or hinder the formation of public opinion on a controversial topic in a digital platform. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor and department chair, and UFCJC…

“Americanish,” the award-winning romantic comedy directed by Iman Zawahry, University of Florida College of Journalism and Communications Media Production, Management, and Technology lecturer and one of the first hijabi American-Muslim filmmakers, was included in Entertainment Weekly’s “What to Watch” list published on Nov. 15. The film is now available via…

As we are weathering the hottest summer in human history, there’s little question that climate change is upon us. And effective science communication is more important than ever, particularly for members of Gen Z, who will soon become the caretakers of the planet and the problem-solvers in a world where…

Social media influencers have come under increasing pressure to engage in transparent communication. However, for content that is not explicitly an advertisement, their communication practice can vary widely, reflecting the creator’s interests and attitudes towards transparency.   Jieun Shin, University of Florida College of Journalism and Communications Media Production, Management,…

Many brands incorporate gender-related or political topics into their social media campaigns to stimulate conversation and engagement. However, consumer opinions are volatile, and a controversial campaign risks backlash. By using artificial intelligence (AI) to automate the analysis of consumer responses to social campaigns, brands can better understand consumer values and…

Social issue advertising campaigns are proliferating, particularly on social media and with, in many cases, a polarizing effect. Yang Feng, University of Florida College of Journalism and Communications Advertising associate professor in artificial intelligence for the Consortium on Trust in Media, and Advertising Associate Professor Huan Chen, wanted to explore ways…

With more than 70% of U.S. brands and half of worldwide brands using content marketing strategies to reach consumers, the potential impact of video content for marketers is significant. And YouTube has become a major platform for video content marketing. As YouTube content marketing is becoming more mainstream, there is…