Experts Matter. Find Yours.
Connect for media, speaking, professional opportunities & more.
Rural health documentary earns Peabody Award for Georgia Southern professor
Georgia Southern University Professor Matthew Hashiguchi has won a Peabody Award for his documentary, “The Only Doctor,” which focuses on rural health and the services provided by a single doctor in southwest Georgia. The Peabody Awards are prestigious accolades in storytelling across television, radio, streaming and other digital mediums. Categories for winning a Peabody include journalism, social video, interactive documentary, gaming and more. The nearly hour-long feature received the award in the Public Service category, which recognizes projects that address or respond to public health concerns, enhance public engagement or educate the public. For Hashiguchi, the award represents a personal and career accolade. “This award isn’t just a professional achievement, but also represents a moment in my life where I became a father,” said Hashiguchi. “I started filming right before my first daughter was born, and finished right after the second. While this award is an incredible acknowledgment of my work, it means even more to me as a priceless moment from their childhood.” The documentary focuses on Karen Kinsell, M.D., the sole physician serving 3,000 citizens in Clay County, Georgia, near the Georgia-Alabama border. The film spotlights the plight of a community in need of medical assistance and the dedicated doctor fighting to keep her clinic’s doors open. Hashiguchi delves into Kinsell’s sacrifices for her clinic’s operations, revealing her commitment to her patients. “Dr. Kinsell gets calls at home at all hours of the day and night,” Hashiguchi said. “She, at times, has had to pay the bills from her own bank account. But I’d say the biggest sacrifice is that she’s a doctor who does not have breaks.” The final cut of “The Only Doctor” is a bit different from the angle Hashiguchi took when he began work on it several years ago. He initially started the project to better understand the risks associated with maternal health care and childbirth when he and his wife were expecting their first child. Through his work, he learned of a more complex issue of health care access in rural communities. The documentary first premiered on the PBS program Reel South and is now available internationally on Al Jazeera’s documentary series “Witness.” Hashigchi’s work earned him a 2019 Gucci Tribeca Documentary Fund award and a 2021 American Stories Documentary Fund award from Points North Institute. The film’s world premiere took place at the 2023 Hot Docs International Documentary Film Festival in Toronto, Canada, and was awarded Best Documentary Feature at the 2024 South Georgia Film Festival, Best Feature at the 2023 Newburyport Documentary Film Festival and Award of Merit at the 2023 University Film and Video Association Conference. His rise to media prominence wasn’t on his radar early in his academic career. He described himself as a “C student,” and still sees himself as that young boy struggling with math and science courses. With one of the nation’s highest media honors, he can show his students new paths to success as well as the skills it takes to win a Peabody. “I want my students to know how I failed and know that I struggled,” he said. “I tell them that if they want to excel, they really have to put in hard work. That’s very much who I am now as I devote myself to these films.” If you're interested in learning more and want to book time to talk or interview with Matthew Hashiguchi then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Georgia Southern University announces Cassie N. Morgan as Vice President for Enrollment Management
A seasoned leader in higher education, Morgan brings nearly two decades of experience in strategic enrollment planning, student success and organizational leadership. She returns to Georgia Southern with a proven record of innovation and impact, having previously served as associate vice president for Enrollment Management, providing strategic oversight to Financial Aid, the Registrar’s Office, and Enrollment Services. Her leadership during that time contributed directly to steady enrollment growth, improved student service delivery, and the development of a comprehensive strategic enrollment plan. Morgan consistently champions data-informed strategies, operational excellence, staff development, and a deep commitment to student-centered services and leads with a strong commitment to collaboration, innovation and service excellence. She has held significant roles at Appalachian State University, Gadsden State, Liberty University, the University of North Alabama and the University of West Georgia. “Cassie is a dynamic and visionary leader whose experience and values align perfectly with our mission,” said Alejandra C. Sosa Pieroni, Ed.D., executive vice president for Enrollment, Marketing, and Student Success. “Her return brings invaluable leadership as we build on our success and accelerate progress toward enrollment goals. Cassie leads with clarity, purpose and a student-first mindset. We are thrilled to welcome her back to Eagle Nation.” In her new role at Georgia Southern, Morgan will lead the enrollment management unit, overseeing all facets of the enrollment lifecycle, including undergraduate and graduate admissions, financial aid and enrollment services, the registrar’s office, military and veteran services, and international student services. She will also play a key role in institutional planning, marketing alignment and collaboration with academic and system partners. “I’m truly honored to return to Georgia Southern in this pivotal leadership role,” said Morgan. “It’s a privilege to serve an institution I deeply respect and cherish. I’m grateful for the opportunity to help shape its future and to build on the momentum already in place. I couldn’t be more excited about what lies ahead and to once again be part of a community that means so much to me.” Morgan holds a bachelor’s degree in psychology and a master’s degree in education from the University of West Georgia. If you want to book time to talk or interview with Vice President for Enrollment Management, Cassie Morgan then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Annual Healthy Georgia Report looks at public health in the Peach State
The fourth edition of the “Healthy Georgia: Our State of Public Health” report has been released by the Institute of Public and Preventive Health in Augusta University’s School of Public Health. Within the 64 pages of the report is a snapshot of how healthy Georgians are compared to citizens across the 12 states that make up the Southeastern Region (Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West Virginia) and the entire United States. The 2025 edition addresses 31 health topics and has been expanded this year to include multimorbidity; long COVID-19; HIV, chlamydia, gonorrhea and syphilis infection rates; opioid and methamphetamine drug use; suicides; and vaping. Biplab Datta, PhD, assistant professor in the Department of Health Management, Economics, and Policy in SPH, heads up the team of IPPH faculty and staff who create the report each year. Datta credits Jen Jaremski, research associate, and Kit Wooten, public health analyst, with handling much of the work of bringing the report to life. Together, Jaremski and Wooten collected and organized all of the needed assets and organized the 64-page document, preparing it for print and the web. “Every year we strive to present data in a way that policymakers may find helpful in making policy choices,” Datta said. “There are several new topics that were added to this year’s report and some of those are concerning for the state of Georgia, particularly the communicable diseases like HIV, chlamydia, gonorrhea and syphilis. High prevalence rates of these conditions in Georgia, compared to the rest of the U.S. and the Southeastern Region, warrant attention of the public health community.” Georgia has the second-highest rate of HIV infections in the U.S., fourth-highest rates of gonorrhea, sixth-highest for chlamydia and 13th for syphilis. Something that is also new in this year’s report is a comparison of numbers from 2019, or before the COVID-19 pandemic began, compared to after the pandemic for certain conditions. Also coming out of the pandemic, the report looks at how long COVID has affected Georgians, with the state ranking 24th in the nation for rates of long COVID. According to the U.S. Centers for Disease Control and Prevention, long COVID is defined as a chronic condition that occurs after COVID-19 infection and is present for at least three months. On top of looking at comparisons between Georgia and the Southeast and the nation, Datta noted a clearer picture is starting to emerge concerning the difference in urban and rural areas within the state. “For several chronic conditions, like hypertension, diabetes and multimorbidity, we clearly see a striking difference between rural and urban residents of Georgia,” Datta said. Hypertension affects 44.1% of adults in rural Georgia compared to 35% in urban areas, while diabetes affects 17.5% of adults in rural Georgia compared to 12.3% of those in urban areas. Hypertension and diabetes are major risk factors for cardiovascular disease, which affects 12.2% of adults in rural areas compared to 8.3% of adults in urban areas of Georgia. “Hypertension and diabetes are the major risk factors for heart disease, which is the leading cause of death in the U.S. and worldwide, so these are some concerning numbers to see,” Datta said. Multimorbidity, which is when a person has multiple chronic conditions, including obesity, asthma, chronic obstructive pulmonary disease, depression, kidney disease, diabetes, hypertension, high cholesterol, cardiovascular disease, cancer, skin cancer and arthritis, affects 57.4% of adults in rural Georgia compared to 49% of adults in urban areas of the state. These rates are significantly lower than the rest of the Southeast but on par with the rest of the country. When comparing Georgia to the U.S. national average, adults in Georgia have lower rates of cancer and methamphetamine use but higher rates of childhood asthma and adult obesity. At the same time, rates of adult asthma and adult obesity among Georgians were comparable to the averages seen in the Southeast. Interestingly, while adult health insurance coverage was significantly lower than the U.S. national and Southeast Regional averages, the child health insurance coverage in Georgia was comparable to both national and regional averages. The Healthy Georgia Report is the only report of its kind in the state Looking to know more or connect with Biplab Datta, PhD? Then let us help. Dr. Datta is available to speak with media regarding this important topic. Simply click on his icon now to arrange an interview today.
Researchers at the Institute for Water and Health (IWH) at Georgia Southern University initiated a new project in Marion, Alabama, to address the city’s aging water infrastructure and its impact on human health with a focus on community-based research, workforce development and environmental justice. The pilot project in Marion, Alabama, is a collaborative effort between Georgia Southern and the University of Alabama. IWH Director Asli Aslan, Ph.D., is the principal investigator (PI) and Lacey Huffling, Ph.D., from Georgia Southern’s College of Education, and Lanna Nations, director for education and outreach for the Alabama Water Institute at the University of Alabama, are co-PIs. In partnership with the city of Eastman, Georgia, the project includes an internship program for next-generation water operators and a peer mentorship program for current water managers. Project leaders seek to improve communication and foster trust between local authorities and residents, contributing to long-term environmental health and equitable access to safe drinking water. Aslan sees workforce readiness as a critical component to maintaining standards in water management. “Nationwide, community water systems are managed by specialized professionals to ensure safe water every time we turn on the tap,” noted Aslan. According to her, about 50% of water operators working at these facilities will retire in the next decade, but only 10% are expected to be replaced. Training the next generation of water operators and developing leaders for rural water systems is a matter of national security. “The Institute for Water and Health is committed to launching a regional program to equip future water managers with the necessary skills to ensure safe water for all,” Aslan continued. “This pilot project will lay the foundation for this goal and aims to expand the program throughout the southeastern United States.” The project is funded by Alabama Power and Partnership for Inclusive Innovation, a Georgia-based program that funds and supports networks through resources across businesses, research universities and government entities. To learn more about this project and other IWH research and educational programs visit here. To connect with IWH Director Asli Aslan, simply click on her icon now to arrange an invterview today.
Study: Intuitive introverts lead the most successful teams
An unwritten law of leadership states the loudest voices in the room are not always the wisest. Some of history’s most notable and successful leaders were known introverts who wrangled loads of information for sizable teams: Abraham Lincoln, Bill Gates and Oprah Winfrey, to name a few. New research from the University of Delaware found introverted leaders who rely on intuition to handle this large bundle of information lead the most successful teams. The research, co-authored by professor Dustin Sleesman, explored the concept of intuition and when it's helpful for leaders who are in charge of large teams. Sleesman and his co-authors from Michigan State University studied more than 3,000 U.S. Air Force captains at a military base in Alabama. As part of their leadership training, the captains participated in a team-based battlefield simulation, which gave the researchers an opportunity to observe and analyze their behavior. Sleesman and his co-authors accurately predicted that teams performed better when their leaders were armed with high amounts of information. But they made two interesting findings they didn't expect: • Introverted leaders led more successful teams when intuitively handling large amounts of information. • Intuitive leaders, in general, led more successful teams when they had to handle a lot of information. "Introverted people tend to be more reflective, more introspective, they tend to be more observational than extroverted leaders," Sleesman said. "So pairing intuition with introversion tended to be very effective for team performance." Sleesman, an associate professor of management in UD's Lerner College of Business & Economics, studies the psychology of decision-making, negotiation and conflict resolution, as well as team effectiveness. To set up an interview, click on the link below.
Why does Alabama have more gun deaths than New York? UConn expert explains.
Only five million people live in Alabama, but the state has the fourth highest firearms death rate in the country. In 2021, the state had 26.4 firearm deaths per 100,000 people, according to the Centers for Disease Control and Prevention. Compared to New York -- a state with about 20 million people and a rate of 5.4 gun deaths per 100,000 in 2021 -- the question becomes: Why does such a small state rank so high for gun violence? UConn expert Kerri Raissian offered perspective and insight on the causes and reasons why these tragic incidents occur in specific regions and states more often across America in an interview with the Alabama Reflector: A 2019 brief published by the Rockefeller Institute of Government, a nonprofit research center for the State University of New York (SUNY) system, said universal background checks, concealed carry permits and laws prohibiting people who have committed violent misdemeanors reduce gun homicides. “One policy that has come up against legal challenges recently has been not allowing people under the age of 21 years old to have certain guns or types of weapons,” Raissian said. “It is helpful. That age group has the highest risk of perpetuating homicides of any age group in the U.S.” Social policies can also deter gun violence. “It is laws, it is access to guns, it is also poverty,” Raissian said. “We have a lot of evidence that laws that you wouldn’t think have anything to do with gun violence, like Medicaid access, summer school for kids, employment opportunities for kids, are really good at reducing gun violence.” Raissian cited a randomized controlled trial of a youth summer employment program that was established in Chicago that had reduced incidents of gun violence compared to a control group. “It is not just about keeping them busy because these differences persist,” Raissian said. “It is also learning conflict resolution. It is also learning communication skills — all those things that come from employment and positive interactions tend to reduce violence of any form.” But Raissian and Grant Reeher, a professor of political science at Syracuse University, both said no single law will solve the issues of gun violence. The full article is attached above, and well worth the read. Kerri Raissian is an associate professor in the School of Public Policy at the University of Connecticut, director of the University of Connecticut's UConn’s Center for Advancing Research, Methods, and Scholarship (ARMS) in Gun Violence Prevention, and co-director of the Institute for Collaboration on Health, Intervention, and Policy (InCHIP) Gun Violence Prevention Research Interest Group. She is available to speak to media about this important topic - simply click on her icon now to arrange an interview today.
Is there a link between CTE and mass shootings? Let our expert explain
This spring news of mass shootings has dominated the headlines almost weekly with stories of tragedy in Michigan, Tennessee, Kentucky and Alabama. To date, there have been an estimated 160 mass-shootings in America this year. In the wake of each tragedy, Americans are left asking 'How this could happen?' and 'Why did this happen?' In the case of the April 10 shooting in Louisville, the parents of the gunman are also seeking answers as they claim prior trauma and CTE may have played some part in the shooter's actions and motivation. It's a theory that's getting a lot of attention from doctors and journalists. The family of Connor Sturgeon – who was killed after he fatally shot five people Monday morning at the Old National Bank in Louisville, Kentucky – plans to have his brain tested for chronic traumatic encephalopathy, commonly known as CTE, his father and a spokesperson for the family told CNN on Thursday. “Yes, Connor is being tested for CTE. Probably will take a while to get results,” Todd Sturgeon, Connor Sturgeon’s father, texted to CNN. Pete Palmer, a family friend who is speaking for the Sturgeons, said the family and the state medical examiner are looking to have Connor Sturgeon’s brain tested. April 14 - CNN There's a lot to know when reporting on CTE, especially when it involves the potential links to tragedy and a mass shooting. And that's where clinical experts can help and make sure reporters have the details, terminology and facts correct when covering such important topics. With over 40 years of clinical practice, Wayne Hulon is an American Board Certified Psychotherapist, and is also recognized by the State of Georgia as a Licensed Professional Counselor. In addition to his private practice, Wayne serves as a member of the American College of Psychotherapy and is currently serving as its Executive Director. Wayne is available to speak with media regarding this subject - simply click on his icon now to arrange an interview today.
How Colorism Impacts Professional Achievement
Melissa J. Williams is associate professor of organization and management at Emory University’s Goizueta Business School. She investigates what happens when social identities collide with workplace hierarchies, and the consequences of putting people in positions of power and leadership. Here she looks at something less documented: the extent to which our appearance is stereotypically Black or white. And what that means for our prospects. Rosa Parks made history on December 1, 1955, when she refused to relinquish her bus seat to a white passenger. Her simple gesture of defiance ignited a city-wide bus boycott in Montgomery, Alabama, and has gone down in the annals as a pivotal moment for the social justice movement in the United States. However, Parks was not the only African American to make a stand against racial segregation. Nor was she the first. In March of the same year in the same city, 15-year-old Claudette Colvin also refused to give up her seat to a white woman on a Montgomery bus. So why isn’t she a household name? In part, Colvin’s age was a factor. The National Association for the Advancement of Colored People and other Black civil rights groups got behind Parks, reasoning that an older woman would be better equipped to withstand the controversy. But as Colvin herself stated, there were other factors at play. There was something about Parks’ appearance that gave her more leverage, reasons Colvin explained in Philip Hoose’s award-winning book on the civil rights movement. She had the “right hair and the right look.” Not only that, but her appearance “was the kind that people associate with the middle class. She fit that profile.” Success isn’t black or white. It’s shades of…white. Colorism has long been documented in the U.S. and elsewhere. Discrimination against human beings on the basis of their facial features, hair, and skin color transcends race—it is prevalent even within groups that share the same ethnic identity, where lighter skin tones are perceived to be more valuable than dark. Research over the years has shed light on the nefarious effects of colorism or shadeism in terms of equity and access to opportunity. But a new landmark study by Associate Professor of Organization & Management Melissa Williams, and Goizueta colleagues, PhD student Tosen Nwadei and Roberto C. Goizueta Chair of Organization & Management Anand Swaminathan, looks at just how Black or white someone appears—and how this shapes the way others see their potential; as well as the kinds of professional outcomes they can expect. What Williams and her co-authors, who also include James B. Wade from George Washington University and C. Keith Harrison and Scott Bukstein of University of Central Florida, find in their studies, is that Black professionals are less likely to be promoted to leadership roles. What’s more, for Black professionals whose physical appearance is more Black-stereotypical, their chances drop from 12 percent to a mere seven percent. For white professionals, on the other hand, having a more white-stereotypical appearance is an advantage for leadership – looking more stereotypical as a white person increased their chances of holding a leadership role from 32 percent to 43 percent. Williams and colleagues ran both an archival study and a lab experiment with volunteers to discover the extent to which degrees of ethnicity in appearance influence perceptions of a person’s potential for leadership and actually predict their likelihood of success in an industry. While the science unequivocally shows that white people enjoy advantages over Black people in opportunity and outcome across the board, Williams et al. were also interested in exploring what she calls the “continuum of race:” the more nuanced racial characteristics and differences that shape how the world sees us. There’s an assumption that everyone within the same ethnic group—Black or white—will experience the same degree of bias and prejudice, or acceptance and success. And we wanted to push back on that idea to really explore how degrees of whiteness or Blackness play out in people’s minds and shape how they read you physically. -Associate Professor of Organization & Management Melissa Williams Previous research shows the link between persisting in STEM-based majors in college and how much students are perceived to look “like their race,” she says. Those who are perceived to look less typically Black tend to make more friends outside their ethnic group—a boundary-crossing behavior that can help drive careers. To test these ideas, Williams and co-authors ran two studies. First, they accessed publicly available data including photographs, professional background, and positions from one large industry within the U.S.: American college football. College football is really rich in data. You can access job titles, photos, leadership, and non-leadership roles; and you can separate individuals out into head coaches and position coaches who have overseeing roles but who are not leaders per se. Separately, Williams et al. recruited a group of volunteers to look at the images of the football coaches: a mix of Black and white head and position coaches. These volunteers were asked to rate how typical they perceived each individual’s appearance to be of European or white Americans, or of Black Americans, ascribing each person a score out of five based on features such as their skin color, hair, eyes, nose, cheeks, and lips. These scores were then regressed—or cross-referenced—with the position held by the individuals in the photos to determine the relationship between their racial stereotypicality and their leadership role. Crunching the numbers, Williams found a direct correlation between the degree of perceived whiteness or Blackness of the coaches and how likely they actually were to be successful leaders. “We do find a kind of consensus in people’s view of what it means to be Black or white straight off,” says Williams. “So we do all seem to agree on the physical attributes of race. But it gets really interesting when you regress the scores that these photos get and compare them with the actual jobs these guys hold.” What we see is that, controlling for their age, attractiveness, and professional experience, the white guys who look less stereotypically white are 32 percent likely to occupy leadership roles. This rises to 43 percent with the men who look more like a stereotypical white guy. For Black professionals, the inverse is true, she notes. The more typically Black an individual looks, the less probability there is that he occupies a leadership job. Specifically, that figure drops from 12 to seven percent. So benchmark leadership probability is not only already lower for Black individuals, but drops even further when people are deemed to look “more typically Black,” says Williams. A follow-up experiment invited volunteer football fans to compare how they saw the potential future success of two same-race college football players—one more stereotypical in appearance than the other. The results confirm what Williams et al. suspect: 70 percent of the time, participants chose the more-typical white individual over the less-typical white individual as having greater leadership potential. In other words, the more white a white person looks, the more they are seen as leadership material. These findings should translate into an imperative, says Williams; and that is to think more broadly about race and how it impacts life outcomes. Because race is not a uniform experience, she says. “Organizations might want to look beyond just ticking the box when it comes to diversity and inclusion, and give deeper thought to who they want to recruit, support and push forward in representation. For white people, paying attention to whiteness—the types of white people who enjoy advantages in leadership—can be useful in reframing certain questions. A good place to start might be for leaders to ask: do I want to support people who look like me? Because the face you choose can ultimately help disrupt, or reinforce, the stereotype.” Interested in learning more or connecting with Melissa J. Williams, associate professor of organization and management at Emory University’s Goizueta Business School? She's available to speak about this subject - Simply click on her icon now to arrange an interview today.
An Opening Day Predicament—Will Baseball Fans Side with Billionaire Owners or Millionaire Players?
A percolating labor showdown between well-heeled Major League Baseball team owners and well-paid baseball players threatens spring training and Opening Day. For the time being, it is an amicable negotiation to carve a new Collective Bargaining Agreement in time for the 2022 season, but it could turn sour, as these things tend to do. As usual, the fans are in that empty, helpless space between billionaire owners and millionaire players. “There’s still a little bit of time here before panic and pressure set in,” said Mike Lewis, Goizueta professor of marketing and a national expert on fandom who also serves as the faculty director of the Emory Marketing Analytics Center (EmoryMAC). “If we get to Opening Day and there is no baseball that is going to be a major shock to the system, and it is going to have major ramifications.” Lewis explains, “Fandom is built by the epic moment, the walk-off home run and the spectacular catch, but fandom is also hurt by the epic failure, such as canceling Opening Day. You might not see it in the data for this season, but it is going to be a hit on the fans’ long-term appreciation for their team.” So, whose side should fandom be on? The billionaire owners or the many millionaire players? The Baseball Collective Bargaining Agreement, Explained Lewis spells out the current baseball dilemma. Players want to reduce the time they have to wait to enter full free agency, which is currently six seasons. The players also want teams to be able to spend at least $245 million a season, per team, on salaries before MLB hits the clubs with a luxury tax, which is a way to keep rich teams from buying all the talent. The luxury tax ceiling is currently $210 million. Players are not happy with the luxury tax because it resembles a “soft” salary cap, or a limit on their pay. “A lot of what the players are looking for is the freedom for the owners to spend,” Lewis says. “And more freedom for the owners to spend is going to make the competitive balance issues in Major League Baseball worse.” Do the fans really want that the players to win this labor fight? Major League Baseball instituted a luxury tax system in 2002 with a new Collective Bargaining Agreement that charged a fee to teams whose payrolls passed a certain threshold. It was done to keep clubs like the Yankees, Red Sox, Dodgers, and Cubs with their massive local television revenues from stockpiling all the stars, Lewis explains. He goes on to say that the luxury tax penalty has slowly lost its effectiveness because revenues have grown in MLB. The rich teams shrug at the tax and the results have been awful for competitive balance in the game. Fans of less wealthy teams despair in this state of oligopoly in baseball. There have been as many 100-loss teams in the past three full seasons (2018, 2019, 2021) as there were from 2007-2017 combined (11). Good players flee the less wealthy teams, losses pile up, and fans are put off. If we move back to the wild west with the market it is going to be harder to keep the franchise superstar in town. “We know what the system’s going to look like with a more open market. It’s going to look like the New York Yankees dominating, as they did in the late 90s and early 2000s. It’s going to look like Alabama in college football.” If the players have their way in this latest bargaining, they will be “stuck” for just three or four years with the team that drafts them, not six, before they hit free agency. Morgan Ward, Goizueta assistant professor of marketing with a research focus on consumer behavior, said the labor tussle between wealthy owners and wealthy players is a “rich people problem” that threatens the “folklore” of the game. “I think it could have a really alienating effect overall on the general public just because it changes the focus of the game, it takes something very communal and familial and makes it very transactional,” Ward says. “It can be very distancing for the fans and, if anything, illustrates the schism between the fans and these players. These are not your friends or neighbors. They are in a very different place in life.” So, Will Fans Side with the Owners? It’s more complicated than that. “The fans have an emotional attachment with the players and no real emotional attachment with the owners,” Ward says. What the Major League Baseball Players Association, or the union, better not count on, Ward notes, is the fandom rallying to the players just because we have seen a national shift toward worker’s rights that arrived with the COVID-19 pandemic. One of those shifts was college athletes, at last, being able to make money off their name, image, and likeness. Labor has been humanized on a certain level, but even though the baseball players are “labor” and in a “union,” Ward says there is no comparison between the fight for college athletes against the majordomo NCAA, the governing body of college athletics, and baseball players against baseball owners. “The public is sympathetic with people in low-wage, high-service industries that finally have the ability to negotiate,” Ward says. “But it’s hard for me to see the same victimization of baseball players that happened with college athletes.” The last time there was a prolonged labor dispute between the owners and players, which was in 1994, it was disastrous for baseball. The players went on strike in August that season, which canceled the World Series. Average attendance per game that season was a then-record of 31,256. It took 10 years for baseball to average more than 30,000 fans to a game because fans became disgusted with the owners and players. “How much should we expect fans to endure this time?” Lewis asks. “They just came off Covid when there were restrictions on attendance and a shortened season,” Lewis said. “This stuff adds up. The fan is going to say, ‘Why am I loyal to these guys?’” If you're a reporter looking to know more - then let us help. Professor Mike Lewis is an Associate Professor of Marketing at Emory University’s Goizueta Business School and is an expert in sports analytics and marketing. Morgan Ward is an Assistant Professor of Marketing at Emory University’s Goizueta Business School and is an expert in consumer behavior. Both experts are available to speak with media - simply click on an icon to arrange a discussion today.
Multicultural Millennials Respond Positively to Health ‘Edutainment,’ Baylor Marketing Research Says
One-on-one interviews reveal which health issues concern millennials and their longing for optimal health Storytelling that educates and entertains – aka “edutainment” – is a powerful communications tool that can lead to positive health-related changes among multicultural millennials, according to a new marketing study from Baylor University. Tyrha Lindsey-Warren, Ph.D., clinical assistant professor of marketing in Baylor University’s Hankamer School of Business, led the study, “Making multicultural millennials healthy: The influence of health ‘edutainment’ and other drivers on health-oriented diet change,” which is published in the Journal of Cultural Marketing Strategy. Charlene A. Dadzie, Ph.D., assistant professor of marketing at the University of South Alabama, coauthored the research. The research sought to determine which health issues most concerned multicultural millennials and to gauge how effective media can be as a tool to address those issues and drive change. “This study finds that by bolstering self-identity and employing health ‘edutainment,’ it is possible to have a positive impact on the health intentions and behaviors of the millennial generation,” the researchers wrote. There are more than 92 million millennials (ages 20-34) in the United States today, the researchers observed. More than 9 million of those are identified as being overweight, and much of that can be attributed to a sedentary lifestyle and media consumption. White Americans watch an average of 140 hours of television per month (35 hours per week); African Americans watch 213 hours of television per month; and Latino Americans watch 33 hours of television per week and stream more than six hours of video per month. “Millennials are tech-savvy, they love social media, they’re actually more health conscious than previous generations, and they have significant economic power,” Lindsey-Warren said. “With so many millennials – in the scope of this study, multicultural millennials – watching so many screens, there is great opportunity to generate information and increase products and services geared towards health-oriented behavior.” But to take advantage of this opportunity, public and private organizations need to understand what drives millennials’ health choices and communicate accordingly, the researchers wrote. A total of 265 people participated in two components of the study – a health survey of 245 undergraduate students and one-on-one, in-depth interviews of 20 multicultural millennials. ‘I’m old-young and it’s getting real.’ For the second part of the study, the researchers interviewed 20 people – 10 women and 10 men – from two organizations, a large northeastern U.S. university and a mid-sized nonprofit organization in Harlem, New York. The subjects represented cultural, socioeconomic and educational diversity. The interviews were used to better understand the health status of these millennials as well as their relation to storytelling in the media, the researchers said. Participants answered health and wellness questions regarding their own health and personal network (example: “What is your ideal health?”) and questions about their personal media usage (example: “What are the top five health and wellness issues you see regularly portrayed in the media?”). One of the strongest themes to emerge from those interviews was that multicultural millennials “long to be healthy in mind, body and spirit” and are open to “seeing authentic and relevant storytelling regarding health issues in the media that is meaningful.” “They would definitely respond to health messages when they truly see themselves in storytelling that meets them where they are in life,” the researchers wrote. Some of the health-related topics addressed by those being interviewed included healthy eating, asthma, sexual health, mental health and fitness. One interviewee, a 21-year-old woman said she gets “out of breath” when she runs up the stairs and her knees “crack and hurt.” “I would love to have ideal health again. I really would. I would love it. I’m old-young, and it’s getting real,” she said. ‘More involved in the narrative’ In addition to the one-on-one interviews, each of the 20 interviewees watched media clips from two television programs – ABC’s “Private Practice” and the nationally syndicated health show, “The Doctors.” Each show highlighted the accurate health information concerning attention deficit hyperactivity disorder (ADHD). “Private Practice” told its story via fictional characters in an episodic dramatic storytelling format. In this format, health issues were not directly promoted and there was no direct-to-camera discussion of those issues. “The Doctors,” on the other hand, utilized the format of real doctors conveying accurate health information in real-life situations, directly to the camera and in front of a studio audience. “From the interviews, it was apparent that the storytelling in the health edutainment stimuli worked because the participants enjoyed and were more involved in the narrative conveyed in ‘Private Practice’ versus ‘The Doctors,’” the researchers wrote. “For example, the ‘Private Practice’ segment told the story of a young boy and his parents who desperately asked their doctor to give them a prescription for ADHD medicine for their son, even though the son did not want the medicine and the doctor felt that the prescription might not have been needed.” The “Private Practice” story resonated better with those watching and scored high across genders, according to the study. One 21-year-old male university student said he was diagnosed with ADHD as a child and saw himself and his parents in the “Private Practice” clip. He said he took ADHD medicine for a while. “I didn’t like it and I stopped taking it, and that was it. My parents were, ‘OK – if you don’t like it, that’s the way it is – you’re going to study harder, though. And, that was it,” he told the interviewers. A 28-year-old female from the nonprofit program said she saw the “Private Practice” clip and could relate to the situation as a parent. “I felt I could relate because I felt that my son had ADHD, and I really, I kind of diagnosed him myself, and said that, so I was really interested in this topic,” she told the researchers. Marketing and advertising implications Given the constant barrage of media in the lives of millennials, it is only reasonable to question the effect of this environment on their health and well-being, Lindsey-Warren said. The findings of the study are useful for practitioners in marketing, advertising, public relations, digital and branded entertainment. “Ultimately, the key to making a difference in the lives of multicultural millennials and their health, both now and into the future, may be achieving the right balance of educating and entertaining them,” the researchers wrote. “For millennials, Gen Z and alpha – the newest generation – ‘edutainment’ is and will continue to be a primary way to educate them,” Lindsey-Warren said. “It’s through the stories we tell on digital, on streaming, on gaming – that’s the way those generations are learning.” ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY At Baylor University’s Hankamer School of Business, integrity stands shoulder-to-shoulder with analytic and strategic strengths. The School’s top-ranked programs combine rigorous classroom learning, hands-on experience in the real world, a solid foundation in Christian values and a global outlook. Making up approximately 25 percent of the University’s total enrollment, undergraduate students choose from 16 major areas of study. Graduate students choose from full-time, executive or online MBA or other specialized master’s programs, and Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The Business School also has campuses located in Austin and Dallas, Texas. Visit www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business.
