Journalism Graduates Win Top Paper Awards at Journalism and Communications Research Conference

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Alexis campbell

Alexis Campbell & Prize giving via Zoom

FAYETTEVILLE, Ark. – Two former State University journalism students, Alexis Campbell and Rachel Braun, won the six best papers award at the 2021 Southwest Education Council for Journalism and Mass Communication Annual Symposium on October 15-16. .

Campbell presented his honors thesis, “Social media advertising for alcohol: content analysis on the messaging strategies of alcohol ads on Facebook, Twitter and Instagram“, which examined the messaging strategies of alcohol ads on social media. The Braun article,”Save the Amazon rainforest! : Social Media Charity Advertising Message Strategies“explored the different advertising tactics that are beneficial in obtaining donations for charity. Braun hopes to one day be employed by a non-profit organization that focuses on deforestation or ocean pollution. Both articles were featured. virtually in the “Getting Your Message Out: Advertising and Communication Strategies in Online Media“research session on October 16.

“I am grateful for the opportunity to contribute valuable research in my field; it would not have been possible without the support of my mentor, Dr. Chung, from the faculty of the University of Alberta and of my Honors University Research Fellowship, ”said Campbell. She is developing this topic as a master’s thesis as part of an experiment to directly explore how such alcohol advertisements influence viewer behavior.

Campbell and Braun both graduated last spring summa cum laude with honors Bachelor of Arts in Journalism; both with a focus on advertising and public relations. This year, Campbell is attending the U of A to pursue her Masters of Arts in Journalism and is working as a Graduate Assistant for the Center for Ethics in Journalism. Braun has traveled the country and recently started a digital advertising associate position at Dealer activated, a social media / web marketing company for car dealerships.

Jee Young Chung, assistant professor in the School of Journalism and Strategic Media, served as thesis chair for Campbell and Braun and co-authored both articles. Assistant Professor Lucy Brown and Professor Chris Tompkins III served on the Campbell committee and Assistant Professor Ray McCaffrey and Professor Sarah Jensen served on the Braun committee. Chung said that each article made a significant contribution to social media advertising: understanding social media alcohol ads and developing charity advertising message strategies.

The SWECJMC promotes the recognition, well-being and advancement of journalism and mass communication education in the Southwestern United States. The annual symposium recognizes the important research carried out by faculty and students in journalism and mass communication programs in the South West. The first six papers will be eligible for publication in the Spring edition of the Southwestern Mass Communication Journal without further review.

About the School of Journalism and Strategic Media: The School of Journalism and Strategic Media is dedicated to excellence in teaching, research and media discourse. Students in our journalism degree programs receive instruction, advice, and access to hands-on experience from our seasoned and award-winning faculty and staff. Fields of study include news writing and reporting, broadcasting, public relations, advertising and digital media. @uarkjournalism


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