Research and Creative Activity
CLOSING THE COVID VACCINATION GAP
Jackie Zhuang researches ways to persuade more Black Americans to get inoculated.
Throughout the Covid-19 pandemic, Jie “Jackie” Zhuang has been puzzled about why so many Black Americans appear reluctant to get vaccinated even though they have been disproportionally impacted by the virus.
“I need to make sense of what I see on TV every day, hear on the news and see in people around me,” said Zhuang, an assistant professor of communication studies at TCU. “The vaccine is an effective tool and has been made widely available to the public. So, what is the problem? What’s missing in health communication?”Continue reading
Film, Television and Digital Media
Statistics in Sports Broadcasts Add to Spectator Experience
Sports fandom can be an insatiable, consuming experience, with statistics serving as constant nourishment. The meals have grown in scope and scale over the years.
Dustin Hahn, assistant professor of film, television and digital media, is interested in sports fanaticism and statistics. The combination proved to be a natural segue into his research on NFL broadcasts. His 2018 study analyzed the type, frequency and presentation of numbers related to individual and team performance. Numbers are “objective, they’re simple, they can tell all sides of an issue,” he said.Continue Reading
The ethics of athletes and entertainers speaking out
Dr. Kristie Bunton has solo-authored her first book, “Having Their Say: Athletes and Entertainers and the Ethics of Speaking Out.” The book examines the ethical issues that arise when famous people speak out on issues often unrelated to the performances that brought those figures to public attention.
In her book Having Their Say: Athletes and Entertainers and the Ethics of Speaking Out (McFarland & Co., 2021), Kristie Bunton, dean of the Bob Schieffer College of Communication and professor of journalism, looks at the ethical obligations of famous athletes and entertainers for what they say and how it may affect public opinion.
Bunton’s book also urges news consumers to be judicious about their sources.Continue reading
SHARING THE CREDIT
Associate professor Josh Bentley and Assistant Professor Liang Ma conduct an online experiment showing Starbucks customers a corporate social responsibility message from the company’s program for hiring veterans. One version gave all the credit to Starbucks; the other version gave credit to customers for helping make this program possible. Data supported Bentley and Ma’s theory was that customers would have more positive attitudes towards a company if the company shared credit for its CSR efforts.
Furthermore, they showed those customers a message that was skeptical about the company’s CSR. Half of the participants were asked to imagine this message came from a stranger; the other half were asked to imagine it came from a friend. When the skeptical comments came from a friend, participants who viewed the shared-credit CSR message from the company were more likely to say they would defend the company and buy more from the company.
Key takeaway: Companies can improve their CSR communication by sharing credit with their customers instead of trying to take all the credit for themselves.
The TCU Teacher-Scholar Model
All TCU faculty, including the Bob Schieffer College of Communication faculty, are teacher-scholars. To quote the TCU Office of Research, it’s not “teacher or scholar but more like ‘teacher as scholar’ and ‘scholar as teacher.'” When not teaching, our faculty devote their time to research and creative projects. That scholarship comes back to the classroom, ensuring Schieffer students are always at the forefront of learning.
Research and Creative Festival
The Schieffer College hosts an annual Research & Creative Festival each April on the first floor of Moudy South. Guests are invited to visit with undergraduate and graduate students to learn about their research and creative projects and videos. Awards are given for the top undergraduate submission, the top graduate submission, people’s choice and the submission that best illustrates the festival’s theme. Click or tap here to read about our 2022 festival winners.
See more highlights of our faculty accomplishments including refereed publications, scholarly monographs, creative achievements, grants, books/chapters/handbooks, awards, honors and recognitions.Faculty Highlights