Shannon L. Bichard

The Revolution Will be Networked

Social networking is a phenomenon of interest to many scholars. While most of the recent research on social networking sites has focused on user characteristics, very few studies have examined their roles in engaging people in the democratic process. This paper relies on a telephone survey of Southwest residents to examine the extent to which reliance on social networking sites such as Facebook, MySpace and YouTube has engaged citizens in civic and political activities. More specifically, this study looks at the extent to which social networking sites influence political attitudes and democratic participation after controlling for demographic variables and the role of interpersonal political discussion in stimulating citizen participation. The findings indicate that reliance on social networking sites is significantly related to increased civic participation, but not political participation. Interpersonal discussion fosters both civic participation and political activity. Implications of the results for democratic governance will be discussed.

Communication Communities or “CyberGhettos?”: A Path Analysis Model Examining Factors that Explain Selective Exposure to Blogs

This study used an online panel of Internet users to examine the degree to which blog users practice selective exposure when seeking political information. The research employed a path analysis model to explore the extent to which exposure to offline and online discussion of political issues, and offline and online media use, as well as political variables and demographic factors, predict an individual’s likelihood to engage in selective exposure to blogs. The findings indicate that respondents did practice selective exposure to blogs, predominantly those who are heavy blog users, politically active both online and offline, partisan, and highly educated.

Building Blogs: A Multi-Dimensional Analysis of the Distribution of Frames on the 2004 Presidential Candidate Web Sites

This study investigates frames used by candidate Web sites in the 2004 presidential election. The analysis focuses on official blog content posted by the George W. Bush and Senator John Kerry Web sites. Content analysis was used to record time, space, tone, and topic attributes used in the blog text during the sixty-four days prior to the election. A comprehensive analysis is offered for the distribution of framing content and mechanisms employed for a total of 1,309 blog postings. The findings indicate notable trends as well as significant differences between candidates and their use of frames.

Voices of Convergence or Conflict? A Path Analysis Investigation of Selective Exposure to Political Websites

This research used a path analysis model to explore the degree to which reliance on off-line and online media, off-line and online discussion of political issues, as well as political attitudes predict whether an individual will engage in selective exposure to political websites. The study also looked at selective avoidance of contradictory information on websites. The results indicate that respondents did indeed practice selective exposure when accessing information on political websites, especially among those who are politically active online and those who rely heavily on websites and blogs for political information. However, the results showed that selective avoidance did not occur, with those exhibiting increased political interest and online participation significantly less likely to avoid information that challenges their views.

Two Sides of the Coin: Assessing the Influence of Social Network Site Use During the 2012 U.S. Presidential Campaign

The increasing popularity of social network sites (SNSs) in election campaigns provides a unique climate for scholarly inquiry. The study reported here builds upon Zhang, Johnson, Seltzer, and Bichard and investigates the impact of different types of SNS use on voters’ attitudes and behavior during the 2012 U.S. presidential campaign. Sites such as Facebook, Google Plus, Twitter, and YouTube are included to offer a robust assessment of distinct relationships. A national online panel of Internet users was utilized to examine reliance on SNSs and the multiple consequences on political attitudes and behavior such as political participation, political interest, selective exposure, selective avoidance, and strength of party affiliation. The findings are evaluated for theoretical and practical implications on democratic governance.

Effective message design targeting college students for the prevention of binge-drinking: basing design on rebellious risk-taking tendency.

This study examined the responses of college students who were exposed to different types of episodic stories related to drinking (gender-consistent vs. gender-inconsistent condition) and their intention to modify risky behavior (binge drinking) based on their rebellious risk-taking tendency. Self-report measures such as intention to modify drinking behavior and reaction to the message were measured. Eighty-two college students between the ages of 19 and 23 years participated in a posttest-only group design experiment. Results suggested that rebellious participants were less afraid of the dangers of binge drinking than those who were low in rebelliousness for the gender-consistent condition. Regardless of the level of rebelliousness, the participants who were in the gender-consistent (increased relevance) condition produced higher recognition scores than those who were in the gender-inconsistent condition. However, the rebellious participants who were in the gender-inconsistent condition exhibited a higher level of intention to change their drinking behavior than did those in the gender-consistent condition.

“Mom! I've seen that on a commercial!” US preschoolers' recognition of brand logos

Purpose – This research seeks to explore 3‐5‐year‐old childrens relationships with US commercial logos.Design/methodology/approach – The case study included a walk through a local store with ten preschool children and their mothers, interviews with the children, and a two‐week diary completed by their mothers.Findings – Results indicate that, while preschoolers may not know brand names, they often know the product associated with a logo. When shopping, children often reached and pointed toward products at their level. As they recognized brands or products, children often commented on their associations or experiences with them. The diaries revealed a variety of television and film viewing choices for preschoolers and the daily occurrence of logo recognition throughout the environment.Research limitations/implications – Because this is an in‐depth case study of ten children, the results cannot be generalized. Further study could focus on particular products or brands. The combination of examples set throu...

What's the Score?: A Content Analysis of Mature Adults in Super Bowl Commercials

ABSTRACT Based on the rising mature adult population (those aged 65+), the importance of advertisers recognizing this consumer group is imperative to businesses and consumers alike. Thus, this content analysis of 272 Super Bowl commercials, from the last 5 years (2010–2014), applied framing theory to examine how mature audiences are represented in one of the most expensive and highly viewed advertising venues. Previous research suggests that older adults are typically underrepresented in all media and often stereotyped. This study shows the opposite is true for recent Super Bowl commercials. Mature adults are prominently featured in nearly one-third (31.99%) of all ads analyzed—more than double their proportion in the general population and Super Bowl audience—and are framed most often in a positive light (80.49%). This indicates a promising shift from depictions that alienate to a more inclusive culture where mature adults are part of the media landscape and recognized as a key consumer base. Results do show, however, that women and minorities (especially Hispanics/Latinos) continue to be significantly under-represented.

Public Opinion on YouTube: A Functional Theory Analysis of the Frames Employed in User Comments Following Sarah Palin’s 2008 Acceptance Speech

From the communication methods to the candidates on the ballot, the 2008 presidential campaign was revolutionary. Communicating party platforms went beyond traditional media to include social media and online video services such as YouTube. These communication methods provide an opportunity to examine public feedback on candidates that ranged widely in age, race, gender, and experience. This study seeks to analyze comments posted on YouTube as a form of public opinion and determine their content and frame of reference in response to vice-presidential nominee Sarah Palin’s acceptance speech at the Republican National Convention. The Functional Theory of Political Discourse is used as a means to reveal prominent framing strategies. Results indicate a majority of YouTube user comments were negative, focused on the present, and utilized the attack function. Character also emerged as a dominant issue in campaign discussion. DOI: 10.4018/jep.2012040101 2 International Journal of E-Politics, 3(2), 1-15, April-June 2012 Copyright

The Media Buying Process: Perceptions of Media Sales Representatives

This three-wave e-mail/Web-based survey examined current perceptions of media sales representatives. Media departments from small, medium, and large advertising agencies across the United States answered questions related to the general perception, influence, and role of media sales representatives across media types. Overall, the findings suggested a favorable opinion about media sales representatives with magazine representatives rated as most influential. Trust emerged as a critical component in the buyer–seller relationship. In addition, providers of reliable knowledge and information were found to be critical roles of media sales representatives. The findings are noteworthy and emphasize the importance of educating industry sales representatives regarding the value of relationship building in the media sales process.