Stories of Community: The First Ten Years of Nike Women\u27s Advertising

This semiotic analysis of early Nike women\u27s advertising explores the evolution of the women\u27s brand from its launch in 1990 through 2000, and includes twenty-seven print campaigns. The semiotic analysis is enhanced by in-depth interviews of the creative team. The study is framed by a single research question. What symbolically ties these ten years of advertising into a cohesive whole and how? Ultimately, three distinct mediated communities emerge. The story behind these communities, expressed semiotically and orally, suggests that the power of this advertising lies in its mediated construction of community life. The resonance of these ads is rooted in the creatives\u27 ability to construct signifiers that reflect the cultural and social experiences of women, with storytelling as the single most binding force across this ten-year period

Disaster Mythology and Availability Cascades

Sociological research conducted in the aftermath of natural disasters has uncovered a number of “disaster myths” – widely shared misconceptions about typical post-disaster human behavior. This paper discusses the possibility that perpetuation of disaster mythology reflects an “availability cascade,” defined in prior scholarship as a “self-reinforcing process of collective belief formation by which an expressed perception triggers a chain reaction that gives the perception increasing plausibility through its rising availability in public discourse.” (Kuran and Sunstein 1999). Framing the spread of disaster mythology as an availability cascade suggests that certain tools may be useful in halting the myths’ continued perpetuation. These tools include changing the legal and social incentives of so-called “availability entrepreneurs” – those principally responsible for beginning and perpetuating the cascade, as well as insulating decision-makers from political pressures generated by the availability cascade. This paper evaluates the potential effectiveness of these and other solutions for countering disaster mythology. Las investigaciones sociológicas realizadas tras los desastres naturales han hecho evidentes una serie de “mitos del desastre”, conceptos erróneos ampliamente compartidos sobre el comportamiento humano típico tras un desastre. Este artículo analiza la posibilidad de que la perpetuación de los mitos del desastre refleje una “cascada de disponibilidad”, definida en estudios anteriores como un “proceso de auto-refuerzo de la formación de una creencia colectiva, a través del que una percepción expresada produce una reacción en cadena que hace que la percepción sea cada vez más verosímil, a través de una mayor presencia en el discurso público” (Kuran y Sunstein 1999). Enmarcar la propagación de los mitos del desastre como una cascada de disponibilidad sugiere que ciertas herramientas pueden ser útiles para parar la continua perpetuación de los mitos. Estas herramientas incluyen el cambio de los incentivos legales y sociales de los llamados “emprendedores de la disponibilidad”, los principales responsables del inicio y la perpetuación de la cascada, además del aislamiento de quienes toman las decisiones de las presiones políticas generadas por la cascada de disponibilidad. Este artículo evalúa la efectividad potencial de estas y otras soluciones para contrarrestar los mitos del desastre

Breaking the Silence Surrounding Hepatitis C by Promoting Self-Efficacy: A Study of Hepatitis C Public Service Announcements

Hepatitis C (HCV) is the most common chronic blood borne virus in the United States. Despite this fact, there is a startling lack of awareness about HCV among individuals who may have contracted the virus. This study, grounded in self-efficacy theory, analyzes public service announcements (PSAs) for HCV. Using focus groups to contextualize the responses of individuals living with HCV, the authors conclude that stigma and structural barriers pose the greatest challenges for health communicators trying to reach at-risk populations. The findings suggest that expanded use of celebrity appeals, realistic drug portrayals, more extensive use of social networking in tandem with non-traditional media, and tapping into veterans, while minimizing fear tactics and maximizing self-efficacy messages, offer new hope for successful health communication strategies. With 3.9 million people in the United States infected with HCV, this study offers urgently needed communications strategies to address this silent epidemic