Tuesday, May 12, 2015

Using Klout to Teach Online Influence and Social Networking Skills to PR, Advertising and New Media Majors

Moody, M. and Garcia, S. , 2014-08-06 "Using Klout to Teach Online Influence and Social Networking Skills to PR, Advertising and New Media Majors" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada  from http://citation.allacademic.com/meta/p743921_index.html


By Mia Moody, PhD, and Sydney Garcia


Abstract

This essay uses a constructivist approach to offer suggestions for using the social media aggregator, Klout, to help PR, advertising and new media majors build their online influence. First, it explains the social media platform, and then it offers strategies for incorporating Klout into course curriculum, student resumes and digital portfolios. With the rise of Web 2.0, a multitude of new possibilities for how to use online technologies for active learning has interested academics. Evolving technologies and high employer expectations in a narrowing job market require innovation and adaptation of journalism/public relations and advertising teaching materials. Professors may use applications such as Klout to enliven and augment college curriculum and to help prepare students for the tightening job market.


British vs. U.S. Newspaper Framing of Arabs in Coverage of the Middle-Eastern Conflict Pre and Post Sept. 11: A Case Study



Moody, M. (2002). British vs. U.S. Newspaper Framing of Arabs in Coverage of the Middle-Eastern Conflict Pre and Post Sept. 11: A Case Study

By Mia Moody



ABSTRACT: This study looked at how British and U.S. newspapers framed Arabs in the coverage of the Middle-Eastern conflict pre-and post-Sept. 11. Both countries used negative adjectives more frequently to describe Arabs than Israelis; however, the adjectives used to describe killings by the groups were similar. Further, Sept. 11 did not appear to influence either country's coverage of the group.

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Teaching Twitter and Beyond Journal of Magazine & New Media Research


Mia Moody (2010). Teaching Twitter and Beyond  Journal of Magazine & New Media Research
1Vol. 11, No. 2


Mia Moody


Abstract
Social media can be powerful tools for engaging, teaching, and learning in the collegeclassroom. They enable students to retrieve information and interact with others in real time.This article discusses the benefits of integrating social media in classrooms and providesexamples of projects that may be useful in courses such as magazine writing, reporting,public relations, and minorities in the media. The goal is to pique and hold students’ interest while arming them with skills that will help them get jobs in the future.

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Using Service-Based, Collaborative Teaching in Journalism Courses | Small Programs Interest Group AEJMC


Moody, M. & Burleson, C (2011). Using Service-Based, Collaborative Teaching in Journalism Courses | Small Programs Interest Group AEJMC



Abstract:

New media technologies, changing student learning styles and high employer expectations in a tightening job market necessitate innovation and constant adaptation of journalism and public relations teaching materials. Building on a constructivist paradigm, this essay proposes a service-based, collaborative approach to teaching that involves students, peers, employers and faculty. It offers a model, strategies and a case study using this teaching style. Faculty, students and employers benefit from departments that maintain a good relationship with key stakeholders and incorporate convergent media into course assignments.Collaboration and service learning also are essential to keeping up with emerging trends.

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A Critical Analysis of Facebook Hate Groups

Moody, M. (2011). A Critical Analysis of Facebook Hate Groups. Presented to the Cultural and Critical Studies Division at the 2009 AEJMC conference, St. Louis.




 By Mia Moody

Facebook’s groups application is a social networking site for like-minded individuals to express their thoughts on topics and to share photos and ideas. This increased capacity for social interaction created yet another avenue for spreading hatred. As a result, Facebook serves as host to a large variety of ‘hate’ groups and pages on the Web. Because the Facebook groups application is relatively new, the term ‘hate group’ is loosely defined its context. Building on traditional mass media theories, this exploratory study uses a critical hermeneutics approach to investigate the nuances of hate communities on Facebook and offers tips for creators, administrators and citizens to identify and manage hate within the context of a social media network. Findings indicate group titles often do not exhibit their true cause. For example,hundreds of hate groups indirectly target gays by characterizing a celebrity as gay. Similarly, political hate groups often spew hateful language rather than political discourse. While research is needed to assess the long-term effects of hate speech, limited restrictions on some hate expression may be worth considering.

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Mass Communication and Journalism Negativity in a Twitter Age: How Politicians are Adapting to Social Media



Mia Moody, Liz Cohen and Claire Fournon (2013). Mass Communication and Journalism Negativity in a Twitter Age: How Politicians are Adapting to Social Media. J Mass Communication Journalism 2013, 3:


This study investigates negative campaigning and issue preferences as reflected in the use of Twitter posts released during the 2011-2012 presidential primaries. Negative political campaigning and policy-centered voting have become more prevalent in recent years, especially with the advent of the Internet and the subsequent increase in media sources such as blogs and social media platforms. Because voters use the Internet more than ever, it important to study the types of material candidates disseminate to the public and the degree of negativity included in such content. Findings indicate that runner-up candidates were not more likely to use negativity in tweets in our sample.

Guilty by Association An Analysis of Shaunie ONeals Online On Air Image Restoration Tactics



Mia Moody, Isla Hamilton-Short, and Kathryn Mitchell. Guilty by Association: An Analysis of Shaunie O’Neal’s Online/On-Air Image Restoration Tactics. Journal of Research on Women and Gender 40


By Mia Moody, Isla Hamilton-Short, and Kathryn Mitchell


Abstract

The growing use of social media as a source of networking has spurred a growing interest
in using the medium as a tool for image repair. Broadening the application of Benoit’s image repair theory, this case study looks at the image repair tactics of Shaunie O’Neal who became a celebrity during her marriage to former NBA basketball player Shaquille O’Neal, their subsequent divorce, and the creation of her VH1 show, Basketball Wives (BBW ). Throughout the four seasons of BBW, O’Neal’s cast members perpetuated negative stereotypes of Black women such as “the angry Black woman,” “the Jezebel” and “the tragic mulatto.” While O’Neal did not exhibit these characteristics on the show, she became guilty by association. To repair her tarnished image, the reality TV actress used her Facebook and Twitter feeds and episodes of Season 4 of BBW   to implement various image repair tactics. Study findings indicate episodes of a reality TV show and social media may provide a viable platform for a celebrity to repair his or her tarnished image; however, tactics must be authentic and consistent. Demonstrating the dual nature of social media uses, O’Neal utilized her social media to explain and minimize her actions, while viewers used the same outlets to discuss her perceived lack of control and the show’s negative stereotyping of women of color. By the end of Season 4, it was apparent that while O’Neal successfully used on-air and online platforms to disseminate positive messages, viewers did not always and her image repair tactics convincing.

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New Media-Same Stereotypes: An Analysis of Social Media Depictions of President Barack Obama and Michelle Obama

NMEDIAC : Summer 2012 : New Media-Same Steoerotypes: An Analysis …ictions of President Barack Obama and Michelle Obama

by Mia Moody

ABSTRACT
To remain relevant, it is necessary for media scholars to test theories in new media environments. Building on feminist and critical race theory, this textual analysis investigates Facebook photos and pages targetingPresident Barack and Michelle Obama in 2011-12. Findings indicate Facebook fans build on historical stereotypes and cultural narratives to frame the two negatively. Representations often depict them as evil,animalistic and socially deviant. Study findings demonstrate that historical representations of Blacks are strong and have an impact on modern portrayals. This topic is particularly important today in this age dubbed “post-racial” to depict an era in which U.S. citizens elected the first black president. In addition to identifying the nuances of Facebook hate groups, this study explores historical representations of African Americans, discusses how they transcend to a new media platform and offers implications for future research. To navigate the rapidly changing media climate, students and media scholars must learn how to read and critically dissect Web content.This paper provides a good foundation upon which to build.

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Sixteen Ain’t So Sweet: Jasper Dragging Longitudinal Study

Citation: Burleson, C. & Moody (2014). Sixteen Ain’t So Sweet: Longitudinal Study of Jasper Texas.
 Journal of the American Studies Association of Texas (4).



By Cassy Burleson and Mia Moody



Abstract

This 16-year study uses Critical Race Theory to examine how people connected to Jasper, Texas, view the long-lasting effects of the 1998 murder of James Byrd, Jr., and recent events there that include turmoil related to the suspicious death of a young Black family man. This study places Jasper residents at the core and examines the subject within the nexus of race, population, politics, and economics. In-depth, interpretive analysis is a precise tool useful in evaluating historical events when the goal is exploration of respondents’ points of view, feelings, and perspectives. Our findings indicate Jasper residents reached “interest convergence” four times: immediately following the Byrd murder in 1998 and during the three subsequent trials in 1999, after the Columbia space shuttle exploded over Jasper in 2003, and during Hurricane Rita’s aftermath in 2005. However, one murderer’s execution and three racially charged crises from 2011 on, coupled with the absence of a strong leadership team to inspire community cohesiveness, have reopened wounds and resulted in a more pronounced racial divide 16 years later than existed prior to the Byrd murder in 1998.

Keywords: race, framing, James Byrd, Jr.; interest convergence; critical race theory; Jasper, Texas

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Book review: Black and Mainstream Press's Framing of Racial Profiling: A Historical Perspective

Black and Mainstream Press's Framing of Racial Proling: A Historical Perspective

Black and Mainstream Press's Framing of Racial Profiling: A Historical Perspective
AUTHOR: QUEENIE A. BYARS
TITLE: Black and Mainstream Press's Framing of Racial Profiling: A Historical Perspective
SOURCE: Journalism and Mass Communication Quarterly 86 no1 206-8 Spr 2009

COPYRIGHT: The magazine publisher is the copyright holder of this article and it is reproduced with permission. Further reproduction of this article in violation of the copyright is prohibited.
 


 Black and Mainstream Press's Framing of Racial Profiling: A Historical Perspective. Mia Nodeen Moody. Lanham, MD: University Press of America, 2008. 75 pp. $18.95 pbk.
    The premise of Mia Moody's Black and Mainstream Press's Framing of Racial Profiling: A Historical Perspective takes on a renewed and timely significance with the election of Barack Obama as the forty-fourth U.S. president.
    While historians and scholars study Obama's historic election in search of what it says about the evolution of race relations, Moody's book documents a quantitative study of racial profiling, its evolution, and the implications for the future of the black press.
    Specifically, the author explores whether the September 11, 2001, terrorists attacks and the subsequent targeting of Arabs led to any changes in the ways press outlets covered the issue of racial profiling. She also directs the reader's view of racial profiling beyond the frames of a social injustice or useful police tactic.
    Moody's racial profiling timeline chart starts in 1803 with the Free Negro Registry. Implemented in colonial Virginia, the registry was used to identify and track so-called free persons of color. Her chart includes Jim Crow Laws, Japanese Internment Camps, and the 1999 killing of Amadou Diallo in New York.
    The book focuses of how mainstream newspapers and African American newspapers covered racial profiling before and after 9/11. Moody, a professor of journalism at Baylor University, raises the bar in understanding social phenomena through frame structures, reporting her study in six concise chapters covering a mere seventyfive pages that leaves the reader wanting more. However abbreviated these chapters are, researchers will no doubt find the overview, literature review, theoretical framework, methodology, findings, and conclusions easy to follow and understand, and also applicable for future studies. Moody's book will appeal to diverse audiences, from policymakers to social scientists and journalists.
    These findings indicate that black and mainstream newspapers differed before and after 9/11 in their coverage of racial profiling. Moody attributes this to several contributing factors -- sources, ethnic groups, education, demographics and audience served religion, politics and society. Two overriding factors seemed to be the press's use of sources and ethnic groups.
    Prior to 9/11, Moody reports, racial profiling had been considered a problem primarily for blacks and Hispanics. Moody's findings reveal that after September 11, the mainstream press broadened the term to include Arabs, Middle Easterners, and Muslims. However, the black press held steadfast to its original perspective on profiling and continued to focus predominately on African Americans, with a small percentage of articles focused on Arabs.
    Although Moody acknowledges that many of the findings are not surprising, her use of content and textural analysis to examine the issue covered in newspapers over a six-year period packs a punch. The findings are well reported, with sufficient tables that list the frequencies and percentages for numbers of articles in each publication before and after 9/11. Including editorial cartoons, photographs, and cut-lines would have enhanced the study and expanded the book.
    True to the book title, the main conceptual framework for the study is framing. Moody discusses in detail framing theory as it relates to the press. She walks us through a media framing flow chart that illustrates the roles of frames, media messages, frames, sizing, and sources. Moody does acknowledge that framing in reporting is as controversial as the field of frame analysis. She also does a creditable job of using framing and gatekeeper theories as the foundation for her research. Throughout the book, she reviews, refines, and reaffirms the tenets of these established theories.
    Moody's research also illustrates how the gatekeeper approach is important to studying the portrayal of Arabs and Middle Easterners in the press, and reaffirms the tenet that race and culture play a key role in what reporters and editors perceive as important. Even though she discusses the pros and cons of frame analysis and gatekeeping theory, Moody ignores some significant elements; for instance, she does not mention McCombs and Shaw's agenda-setting theory in the discussion chapter.
    Twelve frame categories were used on the press reports. Moody meticulously researched both editorial and hard news stories published in five black press and five mainstream newspapers serving metropolitan areas. Atlanta, Chicago, New York, Philadelphia, and Washington, D.C., were chosen because they each had both black press outlets and mainstream newspapers.
    The eleven pages of literature review reflect both a summary and synthesis of sources covering racial profiling. Highlighted in the review is the start of modern-day racial profiling of blacks and Hispanics dating back to the Reagan Administration's war on drugs in the 1980s. Nearly three decades later, a new Obama administration is on record promising to ban racial profiling by federal law enforcement agencies. The new president also wants to provide federal incentives to state and local police departments to prohibit the practice.
    Regardless of the outcome of those promised initiatives, Moody recommends follow-up qualitative studies on racial profiling because journalists' framing of issues do influence public understanding and ultimately the formation of public policy.
ADDED MATERIAL
    QUEENIE A. BYARS University of North Carolina-Chapel Hill
________________________________________
Source: Journalism & Mass Communication Quarterly, Spring2009, Vol. 86 Issue 1, p206, 3p
Item: 508057958

The Use of Twitter in Sports Image Repair: A Case Study of Ex-Heisman Reggie Bush

Presented at AEJMC 2014 Conference, Montreal, Sports Communication Interest Group

By Hannah Mason & Mia Moody, Ph.D.

Baylor University Journalism, PR & New Media Department, Waco, Texas Contact email: Mia_Moody@baylor.edu


Abstract

Broadening the application of Benoit's image repair theory, this case study looks at the image repair tactics of NFL athlete Reggie Bush in three phases following the NCAA sanctions in which he lost the Heisman Trophy. This textual analysis adds a new perspective to IRT literature  by analyzing how the athlete presented himself through his Twitter feed and how traditional newspaper articles framed the case. Findings indicate Bush used a variety of image repair tactics in his Twitter posts; however, his scatter-shot approach was ineffective as he rallied back and forth between positive and negative content and perhaps waited too long to demonstrate mortification. Newspaper articles did not mention Bush's Twitter content. However, self- presentation through social media eliminated the need for a mainstream outlet to cover his  preferred themes as he was able disseminate his own messages. Findings indicate Twitter  provides a viable platform for athletes to repair a tarnished image; however, they must use  positive image repair tactics in a consistent manner.

Keywords: NFL athlete Reggie Bush, case study, critical theory, image restoration, apologia,  blog, Twitter, personal crisis management, image repair, social media

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From Jezebel to Ho: An Analysis of Creative and Imaginative Shared Representations of African-American Women

Moody, M. (2012). From Jezebel to Ho: An Analysis of Creative and Imaginative Shared Representations of African-American Women. Journal of Research on Women and Gender. Volume 4, 74


By Mia Moody, Baylor University

Previous studies have affirmed popular culture represents African-American women in narrowly defined stereotypical roles that are long lasting, dichotomous and often degrading (e.g.Boylorn, 2008; Collins, 2004; Entman & Rojecki, 1993; hooks, 1992; Wallace, 1979; Lubiano,1992; Maas and Holbrook, 2001). However, not as common are studies that look at creative and imaginative shared portrayals of the group. This rhetorical analysis attempts to fill this void by applying symbolic convergence theory (SCT) with its critical method, fantasy theme analysis (FTA) to study

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Who is responsible for what? Examining strategic roles in social media management


Neill, M. S., & Moody, M. (2015). Who is responsible for what? Examining strategic roles in social media management. Public Relations Review41(1), 109-118.


Nine strategic roles were identified and the associated responsibilities. Two new roles included policing and employee recruiter. •Respondents indicated nearly half of their employers lack social media policies. Less than 45% said employees were well educated on social media policies.


Through a glass darkly: A comparison of Jasper Newsboy coverage with elite publications during the James Byrd Jr. Murder

Burleson, C., & Moody, M. (2011). Through a glass darkly: A comparison of Jasper Newsboy coverage with elite publications during the James Byrd Jr. Murder. Journal Of The American Studies Association Of Texas425.

The article compares local and national news media coverage of the 1998 murder of James Byrd, an African American man, in Jasper, Texas. Particular focus is given to the periodicals the "Jasper Newsboy," the "New York Times," the "Los Angeles Times," and "USA Today". According to the author, local and national coverage differed dramatically in the early stages of the case but converged as the elite national publications gained a better understanding of the political and cultural context of the murder. It is suggested that elite publications' preconceived ideas about culture and race relations in East Texas were responsible for the initial differences. Topics discussed include racism, the white supremacist terrorist organization the Ku Klux Klan (KKK), and African American civic leaders.


BOOK REVIEW: The Obamas and mass media: race, gender, religion, and politics, by Mia Moody-Ramirez and Jannette L. Dates. Palgrave Macmillan, 2013.111p bibl index ISBN 9781137404923

R. E. Dewhirst, Northwest Missouri State University
doi: 10.5860/CHOICE.185450CHOICE November 2014 vol. 52 no. 03

BOOK REVIEW

The Obamas and mass media: race, gender, religion, and politics, by Mia
Moody-Ramirez and Jannette L. Dates. Palgrave Macmillan, 2013.111p bibl index ISBN 9781137404923 cloth, $67.50

This is a brief case study of how minorities (largely black) have been and are covered in an American mass media dominated by white gatekeepers of news.  Moody-Ramirez (journalism, Baylor Univ.) and Dates  (emer., Howard Univ. School of Journalism) document how coverage of President Barack Obama and his wife, Michelle, has fit into stereotypical images of African Americans presented in US mass media coverage throughout history.  They maintain that images of blacks presented in American media have largely been framed by a dominating white culture, which in turn ignited African American resistance.  Their guiding theory is based on Antonio Gramsci's concept of ideological hegemony in which dominant classes dominate subordinate groups.

The authors begin with chapters outlining how American mass media white gatekeepers have represented blacks in print and electronic news coverage and advertising.  Coverage in contemporary social media and the Internet is next placed within this historic context.  In particular, the authors devoted a chapter employing feminist theory to focus on how American mass media have framed and stereotyped women.

Perhaps the strongest part of the book is the authors' treatment of hate speech as presented in contemporary social media, websites, and videos.  Examination of Facebook representations of the Obamas is particularly revealing.  

Summing Up: Highly recommended. All readership levels.

--R. E. Dewhirst, Northwest Missouri State University
doi: 10.5860/CHOICE.185450CHOICE November 2014 vol. 52 no. 03


How National Media Framed Coverage of Missing Black and White Women



Moody, M., Dorries, B., & Blackwell, H. (2009). How National Media Framed Coverage of Missing Black and White Women. Media Report To Women, 37(4), 12-18.

The article discusses the representation of women in the U.S. regarding media. Feminist theorists, stated that there is no conflict between media portrayals of women and society. General standard has noticed on how the press talked about missing women based on race wherein information about the person's personality has been given on coverage of white women but on the other hand, missing black women focuses on inequality. Results of this study have implications on journalistic framing of issues.

Jon and Kate Plus 8: A case study of social media and image repair tactics

Moody, M. (2011). Jon and Kate Plus 8: A case study of social media and image repair tactics. Public Relations Review37(4), 405-414. doi:10.1016/j.pubrev.2011.06.004


Abstract: 

Broadening the application of Benoit''s image repair theory, this case study compares and contrasts crisis management strategies of Jon and Kate Gosselin during their 2009 highly publicized divorce. Specifically, it looks at how they presented themselves through personal statements, interviews and social media in two phases: the year before and the year after their divorce. Findings indicate the two used many image repair strategies and experienced varying levels of success. In the end, media outlets utilized traditional cultural narratives in their framing of both celebrities, depicting Kate as a distraught wife/single mother and Jon as an irresponsible and untrustworthy husband/father. Media later transitioned to a more positive portrayal of Jon and a negative portrayal of Kate. Exploring social media added a fresh dimension to previous image repair analyses. Findings indicate social media allow celebrities to publish information fast and efficiently without a gatekeeper; however, they must still follow traditional image repair strategies to succeed. [Copyright &y& Elsevier]

PR Students' Perceptions and Readiness for Using Search Engine Optimization



Moody, M., & Bates, E. (2013). PR Students' Perceptions and Readiness for Using Search Engine Optimization.Journalism & Mass Communication Educator68(2), 166-180. doi:10.1177/1077695813478182

Enough evidence is available to support the idea that public relations professionals must possess search engine optimization (SEO) skills to assist clients in a full-service capacity; however, little research exists on how much college students know about the tactic and best practices for incorporating SEO into course curriculum. Furthermore, much of the literature on the topic is in trade publications and blogs rather than scholarly journals. To fill this void, this study has two primary objectives. First, it seeks to shed light on definitions, trends, and current practices relating to the use of SEO in public relations. Second, the study seeks to learn how much students know about SEO and where they acquired their knowledge. Educators can incorporate this information into curricula to help students remain current with the profession. Study findings are informative not only for PR professors who are considering adding SEO elements to courses but also for PR professionals who want to learn more about the topic. [ABSTRACT FROM AUTHOR]


Ethnic/Racial Minorities’ Participation in AEJMC: How Much and What Type of Progress?

Moody, M., Subervi, F., & Oshagan, H. (2013). Ethnic/Racial Minorities’ Participation in AEJMC: How Much and What Type of Progress?. Journalism & Mass Communication Educator68(3), 269-281. 



This paper provides an assessment of the diversity of the leadership positions of the Association for Education in Journalism and Mass Communication (AEJMC) from 2007 to 2011. While numerous studies have analyzed AEJMC’s membership demographics, gender, and scholarship production, there have been few investigations regarding people of color in leadership positions. Findings indicate little progress for people of color has been made in the past five years. Ideally, the educational institutions and academic organizations most responsible for preparing the next generation of media scholars as well as the professionals who produce the content and manage the media catering to the changing population patterns would be at the forefront of diversity in their own leadership. This is especially so for academic organizations, which through journal publications, conference presentations, and various awards, can often have a direct influence on the research emphases and curricular direction of programs nationally. [ABSTRACT FROM PUBLISHER]