Olga Vilceanu
Rowan University, Public Relations and Advertising, Faculty Member
- Research interests: semantic network analysis, advertising in society, health communication.edit
Research Interests:
There is a need to delve into major subgroups among U.S. Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial... more
There is a need to delve into major subgroups among U.S. Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial dynamics with podcasts among young Latina/o/x podcast listeners experiencing the COVID-19 lockdown. Recent literature has focused on the parasocial nature of dynamics, relationships, and emotional connections listeners develop with their favorite podcasts. While we found that there are unique circumstances of listening among young Latina/o/x listeners, such as living with family and working during school, their podcast interests are driven by identification with hosts, age, and gender more than ethnic parameters. The conceptual acronym EASY (Engaged Experience, Accessible Authenticity, Socialization in Solitude, and Youth and YouTube) was developed to interpret pandemic listening among Latina/o/x podcast users.
Research Interests:
Podcasts cover a wide range of topics and genres that can be created and developed for diverse and niche audiences. Using an inductive approach, we explore the connections and insights the podcast Anything for Selena offers about... more
Podcasts cover a wide range of topics and genres that can be created and developed for diverse and niche audiences. Using an inductive approach, we explore the connections and insights the podcast Anything for Selena offers about parasociality, celebrity grieving, and diasporic Latina/o/x identity, in the context of Selena as a brand. Themes follow acts of performing culture, posthumous branding, aspirational identity, and parasocial grieving across traditional and new digital media. A focus on multilingual and multicultural Latina/o/x identity revealed narrative nuances specific to the target audience. Selena’s crossover appeal, augmented by engaged niche groups in podcast communities, remains relevant for the 2020s and beyond.
Research Interests:
Podcasts cover a wide range of topics and genres that can be created and developed for diverse and niche audiences. Using an inductive approach, we explore the connections and insights the podcast Anything for Selena offers about... more
Podcasts cover a wide range of topics and genres that can be created and developed for diverse and niche audiences. Using an inductive approach, we explore the connections and insights the podcast Anything for Selena offers about parasociality, celebrity grieving, and diasporic Latina/o/x identity, in the context of Selena as a brand. Themes follow acts of performing culture, posthumous branding, aspirational identity, and parasocial grieving across traditional and new digital media. A focus on multilingual and multicultural Latina/o/x identity revealed narrative nuances specific to the target audience. Selena’s crossover appeal, augmented by engaged niche groups in podcast communities, remains relevant for the 2020s and beyond.
Research Interests:
There is a need to delve into major subgroups among U.S. Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial... more
There is a need to delve into major subgroups among U.S. Latina/o/xs and identify emerging patterns in their understanding and consumption of new media. This study used six small-group interviews to explore the fluidity of parasocial dynamics with podcasts among young Latina/o/x podcast listeners experiencing the COVID-19 lockdown. Recent literature has focused on the parasocial nature of dynamics, relationships, and emotional connections listeners develop with their favorite podcasts. While we found that there are unique circumstances of listening among young Latina/o/x listeners, such as living with family and working during school, their podcast interests are driven by identification with hosts, age, and gender more than ethnic parameters. The conceptual acronym EASY (Engaged Experience, Accessible Authenticity, Socialization in Solitude, and Youth and YouTube) was developed to interpret pandemic listening among Latina/o/x podcast users.
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Research Interests:
Research Interests:
This study explored brand communication and audience engagement metrics for automakers selling electrified vehicle models in the U.S. The dataset included all Twitter communication from 27 major brand accounts during a one-year period... more
This study explored brand communication and audience engagement metrics for automakers selling electrified vehicle models in the U.S. The dataset included all Twitter communication from 27 major brand accounts during a one-year period (July 2018 through June 2019). Data analysis focused on communication volume, explicit saturation, and discourse clustering around key themes and variables. The study found abysmal amounts of EV-category explicit terminology for all brands, particularly so for U.S. accounts. Audience engagement was stronger for brands that pulled EVs into the lifestyle of their targets, than for brands pushing normative messages about environmental concerns.
Research Interests:
Data and findings from the Pew Foundation's "Internet and American Life Project Tracking Survey (2013) were adjusted through the use of sampling weights to estimate for general US population parameters. Univariate and... more
Data and findings from the Pew Foundation's "Internet and American Life Project Tracking Survey (2013) were adjusted through the use of sampling weights to estimate for general US population parameters. Univariate and multivariate analysis indicate that lesbian, gay, and bisexual adults are significantly more likely to flirt online and to use online dating websites and dating apps than heterosexual adults. Findings enhance understanding of LGB consumer decision-making processes, promote creation of LGB lifestyle-focused technologies and promotional messages for non-heterosexual niche audiences, and contribute to a better understanding of LGB online dating habits and usage.
Research Interests:
Rapid growth of new media technologies allows organizations to communicate with consumers in immediate and interactive ways via blogs and social media websites such as Facebook and Twitter. Consumers, companies, and organizations bypass... more
Rapid growth of new media technologies allows organizations to communicate with consumers in immediate and interactive ways via blogs and social media websites such as Facebook and Twitter. Consumers, companies, and organizations bypass mass media gatekeepers and engage in direct communication exchanges. This study examines social media efficacy from the perspective of corporate and educational organizations in the United States and Belarus. Using the Delphi method, authors administered iterative surveys to a panel of sixteen experts, seeking consensus points. Access to financial, staff, and technical resources allow corporations to make intensive and effective use of social media. Non-profit and education organizations are interested in ability to relate to stakeholders by low-cost technologies, human interest stories, and personal connections. US organizations valued appropriateness for target audience as the most important factor in evaluating the best use of social media. Beloru...
Research Interests:
170 GAZETTE VOL. 63 NOS 2-3 and languages in which to shape an Islam that is both relevant to their socio-cultural situatedness and free from the hegemony of traditional sources of interpretation and authority. To what extent do... more
170 GAZETTE VOL. 63 NOS 2-3 and languages in which to shape an Islam that is both relevant to their socio-cultural situatedness and free from the hegemony of traditional sources of interpretation and authority. To what extent do information and communi-cation technologies allow for ...
Research Interests:
Today’s organizations must engage consumers and stakeholders with interactive rather than one-way communication. Audiences are increasingly interested and engaged in communication with their brands, institutions, and philanthropic causes... more
Today’s organizations must engage consumers and stakeholders with interactive rather than one-way communication. Audiences are increasingly interested and engaged in communication with their brands, institutions, and philanthropic causes via social and interactive media. The age of constant communication in a society connected across political, social, geographic, and national borders, demands continuous updates and immediate response to whatever information needs to be addressed by media in general and social media in particular. Responding well and quickly versus responding late, or not responding at all, often makes the difference between a successful or failed message, campaign, or brand. This study explores the field perspective of using social media in education and corporate organizations in Belarus and the U.S. While there is an abundance of research regarding social media in the U.S., from a variety of socioeconomic, technical, and knowledge perspectives, the Belarusian counterpart is underrepresented in existing literature. Therefore, most of this study will focus on presenting and interpreting the findings for the Belarus dataset, with the US dataset serving as a counterpart to help readers gain a better understanding on the differences and similarities between strategic use of social media in Belarus.
Research Interests:
After the Supreme Court's decision to extend marriage benefits to LGBTQ couples across the country, prominent brands turned to social networks to share their support and enthusiasm. Images of same-sex couples, equality, and traditional... more
After the Supreme Court's decision to extend marriage benefits to LGBTQ couples across the country, prominent
brands turned to social networks to share their support and enthusiasm. Images of same-sex couples, equality, and traditional LGBTQ symbols promoted positive brand associations with current events and the larger American
culture. Social media users made sense of these politicized messages by engaging in communication with the brands, and with each other. Discursive themes centered around the opportunistic versus authentic nature of the campaign relative to personal values, civics, and religious beliefs.
brands turned to social networks to share their support and enthusiasm. Images of same-sex couples, equality, and traditional LGBTQ symbols promoted positive brand associations with current events and the larger American
culture. Social media users made sense of these politicized messages by engaging in communication with the brands, and with each other. Discursive themes centered around the opportunistic versus authentic nature of the campaign relative to personal values, civics, and religious beliefs.
Research Interests:
With the proliferation of credit card security crises in the 21st century, Congressional actions and debates are likely to increasingly focus on cyber-safety and -security. This study applied the three-phase crisis model (pre-crisis... more
With the proliferation of credit card security crises in the 21st century, Congressional actions and debates are likely to increasingly focus on cyber-safety and -security. This study applied the three-phase crisis model (pre-crisis preparedness, during-crisis management, and post-crisis response) to policy debates and emerging legislation relative to major credit card crises. Qualitative analysis methods explored Congressional debates over credit card security, in the context of real-time connections between crisis and public policy development from C-SPAN digital archives. There were 97 bill proposals and afferent Congressional debates between 1992-2015 that included references to “credit card” and “security.” Policymakers predominantly formulated their arguments around (1) past crises foreshadowing future ones, (2) hackers posing a major threat to national security, and (3) assigning responsibility for preventing and fixing credit card security problems. Public policy was most often proposed in reactive terms and discussed in the aftermath of a crisis, as opposed to a sustained focus on crisis prevention and preparedness.
Research Interests:
Data and findings from the Pew Foundation's "Internet and American Life Project Tracking Survey (2013) were adjusted through the use of sampling weights to estimate for general US population parameters. Univariate and multivariate... more
Data and findings from the Pew Foundation's "Internet and American Life Project Tracking Survey (2013) were adjusted through the use of sampling weights to estimate for general US population parameters. Univariate and multivariate analysis indicate that lesbian, gay, and bisexual adults are significantly more likely to flirt online and to use online dating websites and dating apps than
heterosexual adults. Findings enhance understanding of LGB consumer decision-making processes, promote creation of LGB lifestyle-focused technologies and promotional messages for non-heterosexual niche audiences, and contribute to a better understanding of LGB online dating habits and usage.
heterosexual adults. Findings enhance understanding of LGB consumer decision-making processes, promote creation of LGB lifestyle-focused technologies and promotional messages for non-heterosexual niche audiences, and contribute to a better understanding of LGB online dating habits and usage.
Research Interests:
Rapid growth of new media technologies allows organizations to communicate with consumers in immediate and interactive ways via blogs and social media websites such as Facebook and Twitter. Consumers, companies, and organizations bypass... more
Rapid growth of new media technologies allows organizations to communicate with consumers in immediate and interactive ways via blogs and social media websites such as Facebook and Twitter. Consumers, companies, and organizations bypass mass media gatekeepers and engage in direct communication exchanges. This study examines social media efficacy from the perspective of corporate and educational organizations in the United States and Belarus. Using the Delphi method, authors administered iterative surveys to a panel of sixteen experts, seeking consensus points. Access to financial, staff, and technical resources allow corporations to make intensive and effective use of social media. Non-profit and education organizations are interested in ability to relate to stakeholders by low-cost, stories, and personal connections. US organizations valued appropriateness for target audience as the most important factor in evaluating the best use of social media. Belarusian organizations valued ef...
Research Interests:
While most faculty care deeply about the quality of their communication with students, teaching goals, and learning outcomes, they often face serious limitations in terms of strategy, technology, and time resources available for ongoing... more
While most faculty care deeply about the quality of their communication with students, teaching goals, and learning outcomes, they often face serious limitations in terms of strategy, technology, and time resources available for ongoing assessment. Text mining software increases accuracy and time-effectiveness, while allowing for test-retest situation analysis toward using student-centered language.