Jasmine Phillips Meertins Ph.D., Photo by CSUF Communications Department, 2022
About
California State University Fullerton students Sophia Cardenas, Jean Le, and Brian Tran interviewed Jasmine Phillips Meertins, Ph.D., assistant professor in the Department of Communications at CSUF. The interview consisted of questions relating to Meertin’s research article, Institutional Relational Maintenance Barriers and Perceptions of Relationship Quality Among Women With Incarcerated Partners, written alongside Katherine A. Durante and Eman Tadros. Other questions included thoughts on conducting research and research theory.
The music industry is fast-pace, with new trends coming and going, so using our interest in the music industry, we decided to look into a study of a music technology that peaked in 2000, the compact disc. We met with Dr. Waleed Rashidi, a California State University, Fullerton professor, to gain insight into how he conducted his survey in the article Young adults’ compact disc usage experiences in 2020. Dr. Rashidi has dedicated his career to researching music, specifically music technologies, which is why he decided to research why young adults still wanted to engage with CDs and whether they would still engage with them in the future.
Before conducting his study, research on CD usage had to be done. It can be difficult to find credible sources that report accurate numbers but Dr. Rashidi found the Recording Industry of America (RIAA) and Billboard to be reliable and accurate sources for reporting data. The RIAA is aligned with many record labels so they have the credibility and trustworthiness of being a long-time establishment. They are also the association that certifies albums when they are sold for gold, diamond, or platinum releases. All of this combined makes these organizations a credible source of information and they report accurately for sales figures, shipment, and when designating awards. He also mentions the International Federation of Phonographic Industry (IFPI) as another source that measures worldwide sales figures.
Achieving the same level of reliability and validity in the survey is essential to his research, so Dr. Rashidi emphasized the importance of data saturation. He achieved this by having enough of a response sample that represents the population and can be generalizable. The survey was sent to CSUF students, but if it was sent to students in different geographical areas, there may be different results. People in different regions of the country interact differently with the media; people on the West Coast are surrounded by the entertainment industry, but people in different geographical areas may have different ways of interacting and experiencing entertainment. There is also an economic basis. Those with more money can pay for streaming or afford to start a physical collection of vinyl records or albums. In contrast, those with less may not be able to afford such a costly engagement with the artist, like purchasing physical copies of music. “Looking at the country regionally and understanding the economic differences in different regions could be important in understanding why certain responses might differ from area to area,” said Rashidi. General demographics also impact the results because age and ethnicity can affect how people experience and interact with music.
The research includes direct quotes from the open-ended questions asked in the survey. When asked how he narrows down which quotes or information to include in the article, he said that he looks for similarities in the responses. A pattern can be a trend, and then he looks for a theme he can build upon; he pulls a few examples to highlight the similarities between the participants. He is also looking for outliers because he wants to hear about things that weren’t as popular or frequent, so this is an opportunity to find out why they responded differently from the majority. As a researcher, he finds this area interesting because he wants to hear from various perspectives. He selects examples to back up what he originally claimed, points out similarities, and highlights some interesting outliers.
CD sales in the year 2020 were heavily influenced by the bundling practice, which is when an artist puts together a CD with the purchase of other merchandise or a concert ticket to create a higher charting sale for the CDs. Dr. Rashidi has not followed how bundling has continued to affect CD sales. Still, he did make a connection based on some of the open-ended responses he gained from his survey that the K-Pop community has found a way to capitalize on the lost art of CD sales by having exclusive inclusions of trading cards of the band members that fans want access to which leads them to continue to purchase the CDs. This has led to a new study he is currently working on about how K-Pop has influenced the market of physical music sales in the decade of the 2020s. Since Dr. Rashidi’s original study was published, Billboard has changed the rules about how CD sales are calculated. It will be interesting to see how different the numbers come out without the addition of bundling calculated.
The thought process behind deciding which research method to use when conducting a study about the music and entertainment industry was a question we had in mind when going into this interview because we will likely be doing the same research style in the coming weeks. Dr. Rashidi’s insight on the matter guided us to a decision we believe will be fit for our study moving forward as well as his. He explained that using a survey was most effective when reacting to the target audience of college students because it is the most convenient way to gather information, and people will be more willing to participate in the less work they must do. When you send out a survey that is expected to take no more than ten minutes, people are much more willing to interact with it than if you invited them to a thirty-minute interview with no compensation for their participation. “I can get a number of responses that way in a timely fashion and also a good variety,” Rashidi said regarding his decision-making process. After conducting our interview with Waleed Rashidi about how he conducted his research for his study, Young adults’ compact disc usage experiences in 2020, it has given us greater insight on how to move forward as researchers ourselves as well as some insider tips when it comes to how to navigate what is and is not credible information in the music and entertainment industry. The information gained from this interview will allow us to make more informed and strategic decisions when it comes to creating our own research in the music space.
Image from Young Adults’ Compact Disc Usage Experiences in 2020.
By: Ariana Rodriguez, Briana Mendoza, Jacob Collantes, and Vanessa Crook
BIOGRAPHY
Dr. Jasmine Phillips Meertins is an assistant professor in the Department of Communications at CSUF, teaching public relations, digital foundations, and event management courses. She holds a Ph.D. in Communication from the University of Miami, an M.A. in International Affairs from The George Washington University, and a B.A. in Political Science from Yale University. She has also taught public relations at Nevada State College and has international experience in higher education administration at Virginia Commonwealth University and the University of Miami. Dr. Katherine A. Durante is an assistant professor in the Sociology department at the University of Utah, where she teaches introductory criminal justice courses and sociology classes in crime and inequality. She received her Ph.D. in Sociology from the University of Cincinnati, M.A. in Sociology from Cleveland State University, and B.A. in Sociology and Criminology from Jon Carrol University. Her research studies focus specifically on racial and ethnic inequality in the criminal legal system and the impacts of incarceration on the family.
By: Erika Conaway, Sarah Phan, Jacquelyn Pozon, Sandra Thach
We had the great opportunity to conduct a Zoom interview with Cal State Fullerton’s Professor Spaulding about his work, Discerning Cases in Public Relations Strategy. Our group asked the following questions about his work, as well as, a deeper dive into the impacts of social media on communication strategies.
By: Mario Fuentes, Noemi Valencia, Angelina Mesina, Carina Cortes
Robert Meeds, LinkedIn Profile
Overview
Robert Meeds, Ph.D., is a professor of Communications at California State University, Fullerton. He currently teaches Communications 317, Digital Foundations. He has previously served on the faculties of Kansas State University, Texas Tech University, and Qatar University. Robert Meeds holds a B.S. in Journalism and an M.A. in English from Ball State University. Additionally, he received his Ph.D. From the University of Missouri. He specializes in advertising and integrated marketing communications. Professor Meeds conducts research that focuses on the impact of advertising copywriting on consumer attention, learning, perceptions, etc. His work has been published in various journals such as the International Journal of Advertising, Journal of Consumer Psychology, Psychology and Marketing, Journal of Computer-Mediated Communication, Newspaper Research Journal, and Journal of Middle East Media, among others.
Throughout our interview, we focused on his work titled “Surface-structure transformations and advertising slogans: The case for moderate syntactic complexity”. This research focuses on how the structure of language is used in advertising slogans. Specifically, it explores how sentence structures can be transformed and adjusted to create the most effective slogans. The main idea brought from this research is that moderately complex sentences are most effective at catching attention and assuring slogans are memorable for consumers. Being inspired by Noam Chomsky’s work, Meeds explores the surface structure transformations within advertising slogans and the application of psycholinguistic theory.
Q: Based on your research article, “Surface-Structure Transformations and Advertising Slogans”, What inspired you to explore surface-structure transformations in advertising slogans?
Robert Meeds explained that his area of research has been what’s called “Application of Psycholinguistic Theory.” This area of research studies how people process language in advertising. This particular study was an idea conducted by one of his master’s students who was in a psycholinguistics class at the time. They were influenced by Noam Chomsky’s theory of transformational grammar. There was a research that showed that taking the same meaning of a sentence and manipulating the syntax around would cause people to concentrate harder as if to decode the sentence in a way. As a result, Meeds and his student believed this was interesting in terms of how it might apply to advertising slogans.
Q: Can you share examples of slogans that you believe perfectly illustrate your findings?
Meeds uses the “State Farm” insurance slogan as an example to support his findings. The slogan, “Like a good neighbor, State Farm is there”, is a phrase in which the syntax has been manipulated in order to resonate the sound. Otherwise, the default way of structuring that sentence would be, “State Farm is there like a good neighbor.” Manipulating the syntax and putting a specific phrase first creates a different resonate sound to the slogan. Carefully placing and manipulating the syntax in a phrase can aid in memorizing certain brands and slogans such as this one. He explains that we can look at advertising slogans ourselves and analyze if they are phrased in a default “subject-verb-object” structure.
Q: What methodology did you use to measure the effectiveness of different slogans?
Meeds explained that his research within this study was a psychological, within-subject experiment. However, most experiments that we are probably familiar with are between-subjects experiments, which means you randomize an assignment to a treatment condition and each participant is then exposed to one of your treatment conditions. In media work, there are a lot of within-subject designs which means you assign each treatment condition to every subject. In doing this, you can control individual-level variants which can give you stronger results.
Q: Were there any surprising findings during your research that challenged your initial expectations?
During his research, Meeds explains that there really weren’t any surprises throughout his experiment. He explains this as one of those “rare” experiments where they got the results that they expected. Usually when you conduct an experiment, it is not uncommon to encounter surprises that differ from your expected results, however that was not the case for this one.
Q: How does syntactic complexity interact with other elements of communication? Such as visual design or brand tone?
Meeds explains that there may not be enough research within either of these elements to show how they interact with one another. The closest thing to show how these elements interact with one another was when he conducted a study in the Middle East. This study looked at tourism websites that they had created as stimulus materials that were done in Arabic. They were looking at differences in how people responded to it, whether they used a Western design style or a Middle Eastern design style. They received the interactions based on whether people liked the foreign language design style.
Q: How do you think social media and digital communications have changed the roles of effective slogan writing? Ex. Do shorter slogans stick better in an era of fast scrolling?
Meeds states that slogans have always tended to be more memorable and better-liked if they are short. He further explains that the general rule is usually seven words or less. Although the social media era has become more advanced, this general rule hasn’t really changed throughout time. He thinks that with the general speed in which we can scroll through content so quickly, including advertising content, it would seem that the repetition of short, memorable slogans is probably more important now than ever before.
Q: How did you actually measure or determine the impact of the slogans studied?
The impact was measured by taking the hypotheses, which are your pre-predictions of what you think the outcome of the study will be, and then test whether or not your hypotheses are supported by looking at the scores in each condition. In this specific study, Meeds explains that the two main independent variables were changed in order to see how other people would process it. The first independent variable was the voice of the sentences, which was active versus passive voice. The second independent variable was particle movement, which meant taking a phrase and moving it from where it would normally fit. An example in the study was the sentence, “Officials quickly rushed to the fire.” versus “Officials rushed to the fire quickly.” In this case, the word “quickly” would be the particle. In its normal position, the particle would be close to the verb, which is “quickly rushed.” However, if we move that particle to “fire quickly”, this would be considered a dangling modifier. In this experiment, however, it is known as a particle movement. Once they created various slogans that contained those two treatment conditions, they exposed the participants to all of the different slogans by answering a questionnaire. The questionnaire was based on how well they understood the content, how well they recalled certain words they were exposed to, syntactic recognition, and their attitude towards the ad/persuasion. Once they took these four conditions, they took the mean scores for each one of these dependent variables in each one of these treatment cells. Once all of this information is collected, it is then submitted into the analysis of variance statistical tests. If you end up with a significant difference then you end up with a significant result.
To Conclude…
Professor Meeds’ work explores the role of psycholinguistics in enhancing how consumers process advertising slogans. By applying transformational grammar to slogan structure, Meeds demonstrated how syntactic manipulation can influence audience engagement and memory. With a fast paced era of digital scrolling, Meeds’ research highlights the benefits and strengths of shorter, well-crafted slogans. His research contributes valuable insights into the process of advertising which highlights the intricate connection between structure and meaning.
Dr. Irene Matz, Ph.D., is an associate professor in the Department of Communication Studies at California State University, Fullerton, where she previously served as associate dean and interim dean of the College of Communications. She managed a faculty of 180 and a $8.5M budget, and established international partnerships, including an exchange program with the University of Havana. Dr. Matz holds a doctorate in education from Claremont Graduate University and has received several awards, including the Distinguished Faculty Award (2019) and the University Faculty Leadership Award (2020). Her research focuses on leadership, women leaders, ethics, and organizational communication. She also chaired the Faculty Affairs Committee for the Academic Senate from 2019-2022.
Question #1: What made you want to research gender disparity in debate, legal and business professions?
Dr. Bruschke collected data and enlisted Matz to help write up research on the trend of women in debate and legal professions. Matz was looking at gender research and women in leadership positions which made Bruschke invite Matz to assist in the research study. While participation in debate was declining for women, Bruschke wanted to explore the broader trend. Matz emphasized the importance of equal representation and opportunities for all, regardless of race or gender, particularly in university settings, and stressed the need to monitor inequities.
Question #2: In your review of the literature section, you noted that the trend of women’s underrepresentation in argumentation and debate will continue to worsen. Do you believe they are still possibly underrepresented today?
Matz acknowledges that while women in the workplace are improving, progress has been slow. She emphasizes that mentoring is crucial for helping women enter male-dominated fields, but there is still a long way to go for equal representation. Although more women are entering the workforce, they remain underrepresented at higher levels. She also believes the younger generation is more willing to seize opportunities that will elevate them in their career. Matz hopes progress continues and that women’s representation improves at a faster pace.
Source: Women in the workplace 2024, McKinsey & Company and Leanin.org
Question #3 In your literature review, how did you decide what information was important to include on this topic?
Matz advises beginning with literature directly addressing the hypothesis you aim to explore. She suggests consulting researchers with experience in the relevant field to ensure that the insights gathered are credible and valuable. Additionally, Matz recommends examining these researchers’ reference pages to uncover further resources on the topic. Research can start either with a particular topic or with a notable expert. For example, Matz mentions a former California State University Fullerton professor who was a prominent figure in her field, later on contributing to juror selection in court cases. By focusing on established professionals recognized in their field, Matz emphasizes the importance of understanding expert perspectives before going deeper into the topic.
Question #4: What criteria did you follow when deciding what data goes into the study and where to gather your data from?
Matz became interested in women’s leadership after noticing three women in leadership roles being asked to leave their leadership position. This led her to explore how that could happen. First, she conducted a pre-study to test her questionnaire and used focus groups to gather feedback on her research approach. Both helped her understand leadership styles and how life experiences might shape them.
She looked at leadership across four states in government, education, and business, gathering data on different leadership styles. Matz found that the issue wasn’t about gender but about the style of leadership used. She focused on five styles: autocratic, consultative, consensual, collaborative, and laissez-faire, which helped guide her study and conclusions.
Question #5: After gathering your research, do you still believe mentoring is an effective option to increase women’s inclusion in debate and the workforce?
Matz strongly believes that mentoring is a key strategy for increasing women’s inclusion in debate and the workforce. Reflecting on her career, she shared how mentoring moments played a significant role in her development. She recommends mentoring for all women, emphasizing that having a mentor is incredibly valuable. Matz referenced the book First Friends by Gary Ginsburg, in which the author discusses American presidents and highlights the importance of having someone who can be candid and objective in offering advice. She stressed that it’s crucial to have a mentor who can speak openly about the challenges women still face, while also being supportive and encouraging. Matz believes that the support and encouragement provided through mentoring are essential for personal and professional growth.
By: Cameron Jordan, Zack Ewing, Togan Ozbek, Matt Kyin
Professor Emily Erickson Ph.D Teaching Areas | Core, Entertainment and Tourism
For our Scholar Interview, we were able to meet with Professor Emily Erickson, PhD. in order to discuss her article, “The Watchdog Joins the Fray: The Press, Records Audits, and State Access Reform”. During her time as a Professional, she has become an award-winning teacher and researcher, with her focus being on communication law. In her time as a grad student at the University of Alabama, she collected, sorted, and published a study that combined elements of both quantitative and qualitative relating to her topic that highlighted the systematic failures of government transparency. In order to gain a deeper insight and understanding on our own research as well as her own, Dr. Erickson was able to provide insight and constructive criticism on how we should conduct our research. Our research question is, “How do political leaders use communication strategies to influence public perception and policy support?” In the information below, the analysis contains detailed responses from Dr. Erickson in regards to our questions. A short recording of our interview has also been provided in order to highlight one of the most important parts of our interview.
How did you select your sample in “The Watchdog Joins the Fray”, and why did you choose this particular group or set of cases?
In Dr. Erikson’s research, her sample groups and or set of cases in which she chose to dissect were selected based upon a specific set of criteria that focused on states with active Freedom of Information (FOI) organizations that conducted experiments based upon government validity and transparency. Throughout her research, she chose to delegate her efforts towards 12 states that met two points of her chosen criteria. The first condition that each of these states met was the presence of an active FOI organization that was dedicated to promoting government transparency and public access to government records. Secondly, each of these states must have undertaken audits led by local newspapers or non-profit organizations that investigated the compliance and coordination of these states in regards to transparency laws. During the interview, she expressed, “How in some of those same states that newspapers had done these big Freedom of Information audits and turned them kind of into investigative pieces that they published and that in some cases, they managed to get legislative reform as a result” By focusing on states with more formal organization, Dr. Erickson was able to select and decipher in regards to her selection tactics how each of the FOI campaigns were being carried out.
What roles do individuals with political power or authority play in shaping decisions, policies, media coverage, and outcomes during conflicts, and how does their level of influence vary within different societies?
In regards to the role that individuals such as political actors and politicians play in the overall construction and alteration of decisions, media coverage, and confliction based outcomes, government officials directly play a role. Dr. Erickson focused a majority of her study on not only the outcome of her studies, but the role that each of these government officials played in influencing policy responses. Dr. Erickson also stressed that not only did political individuals and officials play major roles in these decisions, but she also feared that, “Newspapers have basically been ransacked by corporate raiders. And then of course suffered because all of their advertising dollars from newspaper prints kind of just disappeared”. Erickson argued that while newspapers may still have an influence, their overall influence is heavily limited by newly encountered financial restraint. Dr. Erickson added, “If you’re not a player in terms of campaign finance and stuff like that, you’re not going to get them to answer your phone call as a journalist”. She wanted to make it known that political leaders are able to control media narratives, regardless of public opinion or policies.
What role does traditional media (TV, newspapers) play in political communication efforts?
Dr. Erickson was very adamant and quick to support the role that these traditional forms of communication play in political communication. Political leaders and people who hold some sort of political power rely on these traditional forms of media to broadcast policy proposals and may even use their platform to discuss crisis communications. She went on to talk about how, “In journalism you have to give U.S. news as quickly as possible while still trying to make it responsible”. Credibility and validity are constantly shaping the way public policies and certain individuals are seen and discussed. She added that in the near future, “You know, depending on how the election goes. It’s very possible that we will see journalism become a form of resistance”. While society begins to stray away from more traditional outlets and forms of traditionally driven political media, newer forms of publication and societal outreaches are being used. She talked about how apps such as “TikTok, Twitter, and Facebook” are being used to distribute and inform individuals about public policy, campaign perception, and other opinion based topics. She went on to express that while these platforms can be used to discover information, deliberate fact checking and in-depth analysis is needed in order to maintain and manage an accurate public image and a campaign content accuracy.
What role do you think communication plays in building trust with the public over time and which communication platforms are the most trustworthy/transparent?
At this time, Dr. Erickson had dove deep into the importance of topics such as communication, content validity, and the key elements of her article “The Watchdog Joins the Fray” She stressed that during her time as a student during this study, the idea of content validity and fact checking took precedence over just about any other piece of her study. Without a sense of trust and transparency that goes alongside the author’s credibility, the role that communication plays in the relationship with the public can be lost. Dr Erickson mentioned that even during her time conducting research, the most credible and trustworthy sources are the platforms and sources that prioritize extensive factual reporting and that are held to high editorial standards. For maximum effectiveness while building trust with the public, credible forms of traditional media paired with the direct engagement platforms such as Tik Tok or Instagram must maintain a high level of credibility and impartiality. In modern media, websites such as The Associated Press and Reuters can both be used to access unbiased and trustworthy sources and data.
Photo courtesy Shafaq Fatema, Li Yanbin, Dong Fugui research article: “Social media influence on politicians’ and citizens’ relationship through the moderating effect of political slogans”
How did you address potential biases in collecting or interpreting the data?
Dr. Erickson addressed potential biases in her research by focusing on the methods of both Qualitative and Quantitative research and data collection. She said that, “I did a little bit of quantitative stuff, so that- that’s just very much. I mean that is pretty straightforward, right? So I’m just taking these results and crunching the numbers, but the rest of it was qualitative”. In regards to her qualitative research, she became well versed, and as she called it, “an expert” in both the law and also the access that the state had. She was able to conduct extensive interviews with lawyers, journalists, and politicians that allowed to gather a deeper understanding and unbiased opinion in which she could base her analysis and findings off of. As for the quantitative portions of her research, she was able to compare different sets of data and findings to help create a well-rounded form of research that contained both qualitative and quantitative models of research.
After conducting our interview with Dr. Erickson, her insight and expertise that she provided in regards to our research question, “How do political leaders use communication strategies to influence public perception and policy support?” provided me and my term project group a deeper understanding on not only our own topic, but also her research article “The Watchdog Joins the Fray. Her focus on content validity and transparent communication provided our group with much needed insight in regards to our own research.
By Lilly Leal, Katelyn Moreno, Jaime Espinoza-Wolff, and Ivan Hernandez
Profesor Dean Kazoleas Ph.D. – Photo by CSUF Communications Department
We conducted the interview with Dr. Dean Kazoleas, a Public Relations Professor here at California State University Fullerton. We analyzed his work The Impact of Argumentativemess on Resistance to Persuasion. This research wanted to look into the study of argumentativeness and if it influences cognitive responses and attitude change during persuasion. In the study it is hypothesized that argumentative individuals would be more resistant to persuasion and generate more counterarguments in response to persuasive messages. The results showed that argumentative individuals were more resistant to persuasion and produced more counterarguments.
ByCamren Willis, Lorena Galindo, and Chester Clark
As streaming platforms continue to disrupt traditional media, understanding their impact on TV viewership has become a key area of interest in communication studies. Our team interviewed Cerise Valenzuela Metcalf, a communications scholar, to discuss her perspective on this cultural shift. Our conversation focused on how streaming services are reshaping ratings, viewer demographics, and strategies for attracting and retaining audiences across generations.
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Breaking Down the Impact of Streaming Platforms
We began by asking Cerise about the overall impact of streaming on traditional TV ratings and revenue. Although this isn’t her primary research area, Cerise shared insightful perspectives on why streaming has taken such a strong hold over traditional viewing methods. With streaming platforms offering on-demand, customizable content, audiences have shifted away from scheduled programming. This shift impacts long-established networks, like NBC, which must now compete with highly tailored and easily accessible alternatives.
“If your goal is to gain viewership, but someone can stream an event or show on demand, possibly for free, they’re less likely to turn to traditional television.” – Cerise
Cerise pointed out that, unlike traditional TV, streaming platforms use algorithms to deliver content specific to viewers’ preferences. This capability gives streaming an edge, as viewers get exactly what they want without sifting through programming that may not interest them.
Examining the Generational Divide
When asked about demographics, Cerise emphasized a clear divide: younger audiences are gravitating towards streaming, while older generations still favor traditional TV. However, this trend is not solely based on age; it also involves familiarity with technology. She highlighted that those in their twenties and thirties, and even viewers up to their sixties, often find streaming easier and more convenient. In contrast, seniors might hesitate to use newer technology or need assistance in navigating streaming services.
“We live on our phones, but an older person is more likely to stick with traditional TV, where things are familiar.” – Cerise
Cerise added that younger audiences generally have higher expectations for ease of access and are more likely to explore a range of streaming services. Older viewers, however, tend to stay loyal to traditional formats that align with their viewing habits and values, like scheduled news broadcasts or printed newspapers.
Strategies for Viewer Retention and Marketing
This generational divide prompted a discussion on how streaming platforms approach marketing. Cerise shared that streaming companies must strategize carefully to retain loyal viewers across demographics. For younger viewers, platforms rely on social media marketing, while for older demographics, simpler interfaces and traditional ads may be more effective. Simplifying access is key to attracting older audiences who may not be as comfortable with technology but are open to exploring new viewing options.
“Marketing on both social media and traditional TV can help streaming providers appeal to different age groups. By making their platforms easy to access, they can gain more loyal viewers.” – Cerise
Cerise’s point underscores the importance of multi-channel marketing strategies. Streaming platforms not only capture new viewers but also cultivate long-term loyalty by continually evolving and appealing to both tech-savvy and traditional audiences.
Exploring Methods for Researching Audience Trends
As we moved to more practical questions, we asked Cerise how we could analyze the shift from traditional TV to streaming. Since streaming platforms often keep their viewership data private, she recommended some alternative research approaches. One suggestion was to conduct surveys or polls among college students or on professional sites like LinkedIn. These surveys could reveal generational preferences and viewing habits, allowing researchers to build a picture of the shifting media landscape.
“You might consider reaching out to the alumni network. Former students in the communications field, especially those in marketing or analytics, could offer firsthand insights into viewer data.” – Cerise
This advice to use the alumni network for research speaks to the value of connecting with industry professionals who might share useful, albeit informal, insights on audience metrics.
Leveraging Alumni Networks and University Resources
Cerise also mentioned that universities often maintain strong alumni networks, a valuable resource for researchers in fields where data is difficult to obtain. Students can reach out to alumni working at media companies or in audience analytics roles to gather insights on streaming and traditional viewership trends. For instance, Cal State Fullerton’s alumni network could connect students with graduates in roles at major networks like CBS or digital media companies.
“Sometimes it’s flattering for industry professionals to receive outreach from students who are genuinely interested in their work and experiences.” – Cerise
Cerise also recommended the use of university library resources, such as peer-reviewed journals that analyze shifts in media consumption. Through these sources, students can access existing research and perhaps identify new areas for exploration.
Conclusion: A Changing Media Landscape
Our discussion with Cerise Valenzuela Metcalf highlighted the profound impact streaming platforms have on traditional television. Her insights brought attention to the advantages of streaming’s tailored approach, the challenges facing traditional TV networks, and the ways in which audiences of all ages are adjusting to new content delivery methods. By adopting multi-channel marketing strategies and engaging alumni networks, researchers and students alike can delve deeper into understanding this shift.
This team project allowed us to combine insights from our conversation with Cerise with practical research methods, all aimed at uncovering the nuances of viewership in a digital age.
By: Ann Sadek, Nicole Strang, Lauren Rosbottom, & Abigail Chertock
Dr. Zac D. Johnson is an associate professor at California State University, Fullerton. His work is in the Department of Human Communication Studies. After years of experience, he’s in his first semester as the department chair. Dr. Johnson’s primary research pertains to the way students communicate inside and outside of the classroom environment and subsequent effects that follow. His work is featured in many places, including Communication Research Reports, Communication Education, Communication Quarterly, and more. We were pleased to have the opportunity to sit down and discuss his published research, From student-to-student confirmation to students’ self-determination: an integrated peer-centered model of self-determination theory in the classroom.
The Society for Communications Research 