Education journalists have the critically important task of informing the public about education at the local, state, and national levels. Little is known however about this sector of the news media. What does this workforce look like? Do education journalists believe their work matters? Are they satisfied in their jobs? What challenges does the…

The role of educational developers has transitioned from the periphery to the centre of the higher education landscape as these practitioners are working to build capacity in teaching and learning. Yet, little is understood about educational developers themselves, and in particular, how learning theories inform their practice. In a qualitative…

Journalism programs working to stay current with industry practice often struggle to do so without forgoing traditional journalism skills and attributes. This longitudinal study involves content analysis of more than 1,800 jobs posted in either 2010 or 2015 by companies listed among the top 10 newspaper and broadcast journalism companies in the…

This study used content analysis and audiencing to understand how service-learning is presented visually by institutions of higher education and interpreted by college students. Data included 834 photographs from the service-learning web pages of 63 four-year institutions in California. The majority showed a narrow range of direct service…

The emergence of the Internet, social media, and digital technologies in the twenty-first century accelerated an evolution in journalism and communication that fit under the broad term of convergence. That evolution changed the relationship between news producers and consumers. It broke down the geographical boundaries in defining our communities,…

From the earliest roots of rhetoric, practitioners emphasized the need for analyzing one's audience before developing a speech. Textbooks for most basic public speaking courses spend at least one chapter discussing audience analysis. Authors discuss adapting messages to various demographic, cultural, and individual differences. As a result,…

Little empirical research exists in terms of how colleges and universities create their institutional image and brand. In this chapter, the author explores the notion of branding within the context of higher education--and how intercollegiate athletics contributes to it--analyzing the messages universities conveyed during nationally televised bowl…

Many communications offices are so busy working on external communications that they tend to neglect their internal audiences. But the reality is that in higher education, communicating effectively with students, faculty, and staff is critical to achieving an institution's overall communications goals. Having realized that reaching internal…

Despite considerable research on teaching and learning in higher education, the relationship between university teachers' and students' understandings of the same teaching-learning events has not been a focus. This exploratory qualitative study used individual interviews to investigate the role of conceptions of teaching, learning and knowledge in…

States that promotional writing for industrial/high-tech products, or technical copywriting, is gaining more attention in technical communication, although it is neglected in higher education. Testifies to the significance of technical copywriting. Suggests that dialogical audience analysis and an emphasis on rational appeal will contribute to…

Presents an analysis of image advertisement developed from Narrative Paradigm Theory. Suggests that the nature of postmodern culture makes image advertising an appropriate external communication strategy for generating stake holder loyalty. Suggests that Narrative Paradigm Theory can identify potential sources of audience conflict by illuminating…

Presents a procedural model for use as a prewriting strategy to help students "decenter" or distance themselves from their writing and avoid the generalities that characterize egocentric writing. The model provides opposing viewpoints in a student's analysis of problems or issues. (HTH)

In the accounting communication class, which includes both writing and making presentations, the article-based memo has always been the first assignment, in which students learn business formats and writing style, use of headings, audience analysis, and adapting material for different audiences. As part of a large project to revise the accounting…

Concludes that for voters highly dependent upon political commercials, an independent sponsor is more trustworthy and affects candidates' images more than a party or candidate sponsor. (FL)

Responses from 81 alumni of Michigan State University's agricultural college revealed overall satisfaction with the alumni magazine. Most thought advertising would be acceptable to defray costs. Lack of time or interest were reasons for not reading articles. One in three copies was read by someone other than the alumnus. (SK)