Melissa Tully

Making Change: Diffusion of Technological, Relational, and Cultural Innovation in the Newsroom

Diffusion of innovations theory typically has been applied to the spread of a particular technology or practice rather than the interplay of a cluster of innovations. This case study of a news company undergoing significant change seeks to offer a deeper understanding of multi-faceted industry upheaval by considering the diffusion of three interdependent yet distinct changes. Findings suggest technological change faces the fewest hurdles, as journalists recognize the need to adapt their practices to newer capabilities. Changes to audience relationships face greater resistance, while responses to changes to the professional culture of journalism remain the most tepid.

Media Literacy Training Reduces Perception of Bias

Researchers found those exposed to a media literacy presentation were less likely to perceive a story on a controversial issue to be biased.

Crafting Lifestyles in Urban Africa: Young Ghanaians in the World of Online Friendship

The Internet in Africa has generated a lively debate in the popular press and among commentators about what its growth will mean for Africa and its people. Through indepth interviews and observations, we consider one aspect of Internet practice in Africa: how use of the Internet for making friends and dating allows young, urban Ghanaians to craft lifestyles, incorporating globally circulating cultural and symbolic forms into their identities. We suggest that when young, urban Ghanaians go online to meet, chat, and form relationships with strangers near and far, they are devising, testing out, and sharing sensibilities; they are bringing situation, mood, and new knowledge to bear on the self or selves that they are exploring and tentatively projecting.

Makmende Amerudi: Kenya's Collective Reimagining as a Meme of Aspiration

In 2010, Kenyas first internet meme arrived in the form of a vigilante named Makmende, the action-hero-inspired protagonist of a music video. Within days of the videos release, fans started creating Makmende tales, videos, and artwork, and circulating these works online. In this article, we analyze the Makmende phenomenon to understand why this video inspired Kenyas first internet meme, what the meme says about contemporary Kenya and politics, and how this meme broadens our understanding of global participatory culture. We argue that a group of young, urban Kenyans seized the moment to reappropriate stereotypes of weakness into aspirations of strength as they asserted Kenya into the global conversation online. Through this meme, Makmende became more than a fictional super hero—he became a symbol of Kenyas present and future. We situate this meme in its cultural and social context to analyze how and why Kenyans used Makmende to represent themselves. The participatory playfulness around Makmende created a meme of aspiration through which a niche of Kenyans collectively reimagined a hypermasculine hero who embodied youth hopes and visions for the country. This article draws from multiple texts about and within the Makmende meme and observational research in Kenya before, during, and after the height of the Makmende craze.

“Facts, Not Fear” Negotiating Uncertainty on Social Media During the 2014 Ebola Crisis

Trust in many government organizations is low, creating a challenging environment for communication during outbreaks of emerging infectious diseases, like Ebola. In a thematic analysis of 1,010 tweets and four Twitter chats during the 2014-2015 Ebola outbreak, we found that the Centers for Disease Control and Prevention emphasized organizational competence, extant protocol, and facts about transmission to manage public fear. We argue that an emphasis on certainty in a rapidly changing situation leaves organizations vulnerable to charges of unpreparedness or obfuscation. Our results also speak to the contested definition of engagement online, particularly during health crises.

Newswork Within a Culture of Job Insecurity: Producing news amidst organizational and industry uncertainty

Rapid change in the news industry and the prevalence of layoffs, buyouts, and closings have led many newsworkers to experience job insecurity and worry about their long-term futures in journalism. Our research uses a case study of employees at an independently owned media company in the United States to explore the various ways newsworkers respond to this culture of job insecurity and how their responses affect efforts to change news practices. Findings demonstrate that those who believe their jobs are at risk are unlikely to change their practices and even some who perceive job security are reticent to initiate change. As a result, the culture of job insecurity in the news industry has a limiting effect on changes to journalism practice.

Media Literacy Messages and Hostile Media Perceptions: Processing of Nonpartisan Versus Partisan Political Information

Partisans are poor judges of news content, rating neutral content as biased against their views (the hostile media perception) and forgiving biased content when it favors their side. This study tests whether a short news media literacy public service announcement (PSA) appearing before political programming can influence credibility and hostility ratings of the program and program host. Our findings suggest that a media literacy PSA can be effective, but its impact depends on the position of the news program and on the political ideology of the viewers. In this case, the media literacy PSA only influenced conservatives’ evaluations of the political program, improving perceptions of a neutral or congruent (conservative) host while further depressing ratings of an incongruent (liberal) host. Liberals’ evaluations of the program were unaffected by the PSA. Implications for media literacy messaging and information processing are discussed.

Modifying perceptions of hostility and credibility of news coverage of an environmental controversy through media literacy

This study tests the proposition that hostile interpretations of media content can be reduced through news media literacy training. Within the context of the controversy over the adoption of biofuels as an energy source, we employ a web-based experimental design that manipulates subjects’ exposure to media literacy training and then presents them with news coverage on the issue of biofuels. We find strong support for the notion that media literacy affects individuals’ perceptions of media credibility. Exposure to a media literacy video led to increased ratings of story credibility, as well as increased trust in the media to cover both the issue and the news more broadly. Implications of these results are discussed.

The Team Online: Entertainment-Education, Social Media, and Cocreated Messages

This article examines an entertainment-education program, The Team, which began airing in Kenya after the 2007–2008 postelection violence. The show promotes cooperation and national unity among Kenyans through the metaphor of Kenya as a football (soccer) team. The focus of this article is twofold: viewers’ identification with and reaction to certain morally ambiguous characters and audience members’ interaction with the program through the online social networking site Facebook. We argue that the producers’ attempt to create less didactic storylines and more complex characters resulted in unanticipated audience opposition to the death of a character the producers understood to be negative but audience members viewed as sympathetic. Second, the adoption of social media resulted in less controlled discussions in which Facebook users occasionally questioned, challenged, and sought to reshape the producers’ goals and strategies.

Effectiveness of a News Media Literacy Advertisement in Partisan Versus Nonpartisan Online Media Contexts

Moving media literacy messages out of the classroom and onto the Internet, where much news consumption happens, offers an opportunity to extend media literacy education to a wider public. However, in doing so it becomes important to consider how the context in which such messages are seen conditions their impact on media literacy attitudes and knowledge. The results of an experimental test suggest that a media literacy public service announcement was more effective in reinforcing media literacy beliefs when paired with a partisan, rather than a neutral, political program. The effects of presenting media literacy messages outside of the classroom are discussed.