Audience Archives

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Audience
Media Industry and Consumers

Evaluating how advertising researchers study practitioners

Although the body of advertising research is wide, some experts worry that it is oversaturated with studies focused on consumer perceptions and behaviors, while studies on advertising professionals are underrepresented.

Posted: Tuesday April 7, 2026

Audience

The Science Behind Storytelling: Why We Root for Underdogs and Resent Lucky Breaks

Audiences’ perceptions of characters are often influenced by events independent of a character’s behavior. New research suggests that behavior-independent events affect audience loyalty in systematic but surprising ways.

Posted: Tuesday December 10, 2024

Audience
Media Industry and Consumers

Beyond the Binge: Making Sense of How Consumers Choose Subscription Streaming Services

Subscription streaming service customers are not necessarily looking for the“best” service, but rather how they curate their services into repertoires, “an exquisite selection of services that satisfy their content needs for a reasonable price while avoiding streaming confusion (uncertainty about where to access the content) and fatigue (too many options).”

Posted: Thursday October 24, 2024

Audience
Communication and Technology

Whispers That Sell: The Marketing Potential of ASMR

ASMR, or autonomous sensory meridian response, has been creating a quiet sensation for the last decade on the internet. Researchers explored the potential value of ASMR as a marketing tool.

Posted: Wednesday August 28, 2024

Audience
Trust

Better Together: Interacting with News Portals Increases Civic Engagement

The majority of people in the U.S. get their online news from individual news organizations, which publish proprietary stories written by their own reporters. In South Korea, most people access news portals, which aggregate stories from multiple sources. This study explores how perceived news portal credibility influences the connection between online engagement and civic participation.

Posted: Thursday February 29, 2024

AI
Audience
Trust

Do Consumers Trust AI in the News-Production Process?

Researchers conducted a study asking participants to assess their preferred level of AI integration in the discovery and information-gathering phase and the writing and editing phase of news production.

Posted: Wednesday September 20, 2023

AI
Audience
Communication and Technology

AI- or Human-Written Scripts? It May Not Make a Difference to Viewers

As screenwriters strike to ensure job security in the face of generative AI, researchers set out to gauge audience reactions to works of short fiction written by ChatGPT and a version of the ChatGPT story edited by the researchers themselves.

Posted: Monday August 28, 2023

Audience
Political Communication

Research Fridays: Understanding Communication and Polarization

Research Fridays features faculty and graduate students from the University of Florida College of Journalism and Communications presenting current research to their colleagues. On April 14, 2023, Public Relations Department Associate Professor and Chair Myiah Hutchens presented “Understanding Communication and Polarization.”

Posted: Sunday April 23, 2023

AI
Audience
Communication and Technology

Research Fridays: Rise of Non-Human Agents in (Strategic) Communication

Research Fridays features faculty and graduate students from CJC presenting current research to their colleagues. On April 7, 2023, Advertising Assistant Professor Won-Ki Moon presented “Rise of Non-Human Agents in (Strategic) Communication.”

Posted: Wednesday April 19, 2023

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