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Finding joy in learning: How lighthearted moments transform English as a Foreign Language classrooms

In classrooms, not every meaningful learning moment can be planned. At the University of Delaware, educator and researcher Chad Davidson is exploring how spontaneous, lighthearted interactions between teachers and students can open the door to deeper understanding in real time. His recent paper in Language Teaching and Educational Research, "Exploring Spontaneous Acts of Lightheartedness in EFL Classrooms: A Reflective Duoethnography", examines how these unscripted moments – rooted in trust, positivity and a willingness to embrace the unexpected – help create environments where students feel comfortable taking the risks essential to learning. In this Q&A, Davidson discusses the inspiration behind his research, what he’s discovered about these classroom dynamics and how they could shape teaching practices moving forward. Q: What is the focus of this research, and why is it important? Davidson: Spontaneous acts of lightheartedness promote real-time learning because it's being open to the unknown in positive ways since the true dynamic of every classroom brings continuous unknowns: A teacher never knows 100% how the students will react (these students, in these moods, on this day, etc.), how quickly they will learn or pick up on something or not. A teacher, hence, spontaneously responds in real-time to the until-then-unknown student reactions in order for those particular students best to then grasp the concept or skill that is the present goal (or “learning objective”) that those students grasp. The hope is that the teacher's spontaneous response (as it often is with many teachers) is positive and lighthearted in order to foster students to also be open to such unpredictability in the classroom and to foster students' comfortability with the vulnerability to be open to taking spontaneous risks that are necessary for that transformation that we call learning – transforming from lack of knowledge to knowledge, from lack of understanding to understanding, from lack of mastery to further mastery. Q: What are some key findings or developments? Davidson: Realizing the essential features that make up spontaneous lighthearted classroom acts; for example, these acts must include trust of the student(s) and from the student(s), and the acts must have good-intentions of creating or maintaining a relaxed environment conducive to safely taking risks for potential learning. Q: How could this work potentially impact the field or the wider public? Davidson: This could foster this act type in classrooms. That is, hopefully more teacher-practitioners will allow themselves and their students to freely enact these in their daily in-class teaching/learning-attempts. Q: What are the next steps or upcoming milestones in your research? Davidson: We incorporated some valuable insights of Mexican philosopher Jorge Portilla. While there is a glut of usage of German, French, British and American philosophers, there is almost no usage of Hispanic or Latin American philosophers in education literature. It would be great to do more work that makes use of the profound thought in the works of Latin/Hispanic philosophers. For me, this would be continuing to go more deeply in applying Jorge Portilla's thought to philosophy of education, such as to classroom management. ABOUT CHAD DAVIDSON Instructor Chad C. Davidson has a Ph.D. in curriculum and instruction with an emphasis in philosophy of language education. He has 17 years of language teaching experience, primarily in teaching and curriculum creation for English for Academic Purposes at various colleges and universities across America (University of Delaware, Kansas State University, Georgia Tech, North Orange County Community College, Johnson County Community College), in Russia (Udmurt State University), and in Turkey (Mus Alparslan University). Moreover, he has studied languages at the following universities abroad: Universidad Autónoma de Guadalajara in Mexico, Universidade do Porto in Portugal, and Aristotle University of Thessaloniki in Greece. To speak with Davidson about his work and the importance of spontaneous acts of lightheartedness, reach out to MediaRelations@udel.edu.

AI gives rise to the cut and paste employee

Although AI tools can improve productivity, recent studies show that they too often intensify workloads instead of reducing them, in many cases even leading to cognitive overload and burnout. The University of Delaware's Saleem Mistry says this is creating employees who work harder, not smarter. Mistry, an associate professor of management in UD's Lerner College of Business & Economics, says his research confirms findings found in this Feb. 9, 2026 article in the Harvard Business Review. Driven by the misconception that AI is an accurate search engine rather than a predictive text tool, these "cut and paste" employees are using the applications to pump out deliverables in seconds just to keep up with increasing workloads. Mistry notes that this prioritization of speed over accuracy is happening at every level of the organization: • Junior staff: Blast out polished looking but unverified drafts. • Managers: Outsource their ability to deeply learn and critically think in order to summarize data, letting their analytical skills atrophy. • Power users: Build hidden, unapproved systems that bypass company oversight. A management problem, not a tech problem "When discussing this issue, I often hear leaders blame the technology. However, I believe that blaming the tech is missing the point; I see it as a failure of leadership," Mistry said. "When already overburdened employees who are constantly having to do more with less are handed vague mandates to just use AI without any training, they use it to look busy and produce volume-based work. Because many companies still reward the volume of work produced rather than the actual impact, employees naturally use these tools to generate slick but empty deliverables." "I believe that blaming the tech is missing the point; I see it as a failure of leadership. Because many companies still reward the volume of work produced rather than the actual impact, employees naturally use these tools to generate slick but empty deliverables." The real costs to organizations and incoming employees Mistry outlines three risks organizations face if they don’t intervene: 1. The workslop epidemic "These programs allow people to generate massive amounts of workslop, which is low-effort fluff that looks good but lacks substance. It takes seconds to create, but hours for someone else to decipher, fact-check, and fix," Mistry notes. "This drains money (up to $9 million annually for large companies) and destroys morale. As an educator, researcher, and a person brought into organizations to help fix problems, I for one do not want to be on the receiving end of a thoughtless, automated data dump, especially on tasks that require real skill and deep thinking." 2. Legal disaster He also states, "When the cut and paste mentality makes its way into professional submissions, the risks to the organization are real and oftentimes catastrophic. Courts have made it perfectly clear: ignorance is no excuse. If your name is on the document, you own the liability. Recently, attorneys have faced severe sanctions, hefty fines, and case dismissals for blindly submitting fake legal citations made up by computers." Click here for a list of cases. 3. A warning for incoming talent For new graduates entering this environment, Mistry offers a warning: Do not rely on AI to do your deep thinking. "If you simply use AI to blast out polished but unverified drafts, you become a replaceable 'cut and paste' employee," he says. “To truly stand out, new grads must prove they have the discernment to review, tweak, and challenge what the computer writes. The hiring edge is no longer just saying, 'I can do this task,' but 'I know how to leverage and correct AI to help me perform it.'" Four ideas to fix it To survive and indeed thrive with these new tools and avoid the unintended consequences of untrained staff, organizations should: 1. Reinforce the importance of fact-checking and editing: Adopt frameworks that teach employees how to show their work and log how they verified computer-generated facts. 2. Change the incentives: Stop rewarding busy work, useless reports, and massive slide decks. Evaluate employees on accuracy and results. 3. Eradicate superficial work: Don’t use automation to speed up ineffective legacy processes. Instead, use it to identify and eliminate them entirely. 4. Make time for editing: Give yourself and your employees the breathing room to actually review, tweak, and challenge what the computer writes instead of accepting the first draft. Mistry is available to discuss: Why AI is causing an epidemic of corporate "workslop" (and how to spot it). The leadership failure behind the "cut and paste" employee. How to rewrite corporate incentives to measure impact instead of volume in the AI era. Strategies for implementing safe, effective AI policies at work. How new college graduates can avoid the "workslop" trap in their first jobs. To reach Mistry directly and arrange an interview, visit his profile and click on the "contact" button. Interested reporters can also send an email to MediaRelations@udel.edu.

Expert Insights: Environmental Risk in Times of Regulatory Change & Litigation Pressure

Environmental risks are becoming a central concern for organizations as regulations tighten, public expectations rise, and litigation related to environmental claims grows more common. Companies today must navigate a complex landscape where regulators, investors, and advocacy groups are paying closer attention to how environmental impacts are managed and reported. Recently, J.S. Held published the article, Environmental Claims and Disputes: Navigating Regulatory Change and Litigation Pressure, led by environmental risk and compliance expert Kimberly Logue Ortega. In this article, experts from J.S. Held share practical insights for insurance professionals and legal advisors on identifying environmental risks across industries and preparing for environmental disputes before they escalate. It examines how this increased scrutiny is creating new legal and financial pressures, particularly when organizations fail to comply with evolving regulations or when environmental claims made in public disclosures are challenged. A key issue is the growing focus on corporate environmental statements and sustainability reporting. Businesses face potential consequences whether they overstate environmental achievements, commonly referred to as “greenwashing" or avoid discussing them altogether. Without strong governance systems, clear internal oversight, and transparent reporting processes, organizations may expose themselves to regulatory penalties, legal disputes, and reputational damage. The article emphasizes that effective environmental governance is no longer simply a compliance exercise but an essential part of responsible corporate management. Kimberly Logue Ortega specializes in environmental risk and compliance. With over fifteen years of experience in the areas of environmental and natural resources law, Ms. Logue provides consulting and expert services for industrial facilities and law firms throughout the country. She has extensive experience with assessing and managing potential and ongoing compliance obligations. She routinely supports clients and media on rulemaking and legislative efforts focused on environmental and natural resources issues. View her profile As environmental regulations and stakeholder expectations continue to evolve, organizations that proactively strengthen their compliance frameworks and reporting practices will be better positioned to manage risk and build trust. The full report offers deeper insights into how companies can navigate regulatory change, reduce exposure to environmental claims, and develop stronger governance strategies in an increasingly complex landscape. To explore the topic further, simply connect with Kimberly through her icon below.

Assisted by sniffer dogs and DNA sequencing, researchers discover three new truffle species

University of Florida biologists studying fungal evolution and ecology have discovered three new truffle species, including one capable of commanding hundreds of dollars per pound within culinary circles. “Our paper confirms what a lot of people had suspected for a long time, which is that the North American truffle species is genetically very distinct from its European relatives.” —Benjamin Lemmond, study co-author and a former UF student The researchers describe their discoveries in a Persoonia. Their work shakes up the Morchellaceae truffle family tree, with key insights related to perhaps the most commercially valuable truffle in North America, the Oregon black truffle. Gourmet chefs, who sometimes grate the odoriferous truffle over dishes or infuse butter with it, have been known to pay as much as $800 per pound for the delicacy. For decades, the Oregon black truffle has been known scientifically as Leucangium carthusianum. It was originally found in Europe and later found in the Pacific Northwest, from California to British Columbia. However, recent genetic testing and field analysis by researchers from UF’s Institute of Food and Agricultural Sciences (UF/IFAS) revealed the North American variety is a distinct species. Scientists are giving this newly recognized species a name honoring the Cascadia region in which it is found: Leucangium cascadiense. “Our paper confirms what a lot of people had suspected for a long time, which is that the North American truffle species is genetically very distinct from its European relatives,” said study co-author Benjamin Lemmond, a former UF student. Lemmond, now a postdoctoral associate at the University of California at Berkeley, began his research into the truffles as a first-year doctoral student studying under professor Matthew Smith of the UF/IFAS plant pathology department. During the COVID-19 pandemic, Lemmond couldn’t access the campus greenhouse where he was conducting an experiment, so Smith secured hundreds of dried truffle specimens from Oregon State University for him to study. The stash included slivers of the Oregon black truffle, a dark-colored, potato-shaped species with tiny, pyramid-shaped warts. When pandemic restrictions relaxed, Lemmond and Smith conducted genetic testing of the Oregon State specimens and others borrowed from Polish, Greek, Italian, French and Japanese collections. Their tests indicated Oregon black truffles from North America had at one point diverged from their European counterparts on the Morchellaceae evolutionary tree, according to the study. They also established the existence of another distinct and very rare species, Imaia kuwohiensis, a pale-colored truffle with dark warts, which is native to threatened spruce-fir habitats in the southern Appalachian Mountains. Their name for the truffle comes from the Cherokee word for the Great Smoky Mountains’ highest peak, Kuwohi. Field tests followed. The researchers wanted to understand the origin of Oregon black truffles’ energy. “Understanding the fundamental, basic biology and life cycle of this truffle is really important,” Lemmond said. “It’s a very valuable commodity, and this knowledge might help us to cultivate the truffle in the future. It also supports long-term conservation and management.” Most gourmet truffles are mycorrhizal, meaning they obtain energy from trees, Lemmond said. It had long been suspected that Oregon black truffles obtain energy through a symbiotic relationship with young Douglas fir trees, but no one had conclusively proven it. Lemmond traveled to the Pacific Northwest and worked with specially trained sniffer dogs capable of detecting truffles buried as deep as 10 inches beneath soil and leaf litter. With the dogs’ help, he unearthed Oregon black truffles nestled among Douglas fir stands. He used fluorescent stain that bonded with the fungal tissue, coloring it green to show where the truffle fungus grew between the cells of the tree root tissue. “The truffle fungi surround the whole root, but the fungus is healthy, and the plant is healthy,” Smith said. “The two trade nutrients back and forth.” DNA sequencing of the roots subsequently proved the truffles rely on the trees as their main source of carbon, according to the study. As the researchers conducted genome sequencing of the Oregon black truffle, they learned of a peculiar find reported by a citizen scientist on iNaturalist, an online science data network: a Leucangium truffle growing among Eastern hemlock trees in Oneida County, New York. It was the first time anyone had ever reported a Leucangium species in the United States, east of the Rocky Mountains, Lemmond said. Lemmond contacted Purdue University, which was preserving the specimen, and requested a sample. The truffle’s physical characteristics, including its dense external hairs and lack of warts, distinguished it from other Leucangium species. DNA analysis confirmed significant variation, too. The researchers named the new truffle species Leucangium oneidaense to recognize the county where it was unearthed. A few years later, just before the researchers submitted their study for publication, someone found a second Leucangium oneidaense specimen growing in Massachusetts, Lemmond said. “It was great timing, and it suggests to me that there are still a lot of undiscovered truffles out there, waiting to be found,” he said.

Surgery past 65? Brain health screening can aid recovery

Before surgery, your doctor will order evaluations to identify any health problems that may need to be addressed before the procedure. This typically includes medical histories, laboratory tests and checking blood pressure, heart rate and temperature. There’s one vital sign that is often not on the list, but is crucial for older adults: screening for mental and cognitive health. “There is an overwhelming amount of evidence that presurgical brain health predicts complications after surgery,” said Catherine Price, Ph.D., a professor in the University of Florida College of Public Health and Health Professions Department of Clinical and Health Psychology and the UF College of Medicine Department of Anesthesiology. “For example, individuals with weaknesses in memory and attention and people with neurodegenerative diseases, such as Parkinson’s, have higher rates of confusion and memory complications that affect their recovery from surgery.” Research by Price and others has shown that a patient’s cognitive, memory and mental health status before surgery is an excellent indicator of whether they will experience cognitive problems such as delirium, a common complications in older adults after surgery. Delirium, characterized by confusion, disorientation and impaired awareness, can lead to longer recovery times, increased dementia risk, higher mortality rates and health care costs. Price founded and directs the University of Florida Perioperative Cognitive Anesthesia Network, or PeCAN, a first-of-its-kind, multidisciplinary program that seeks to identify older adults who may be at risk of developing cognitive problems after surgery so that clinicians can intervene. In recent findings published in the journal Anesthesia and Analgesia, Price and her colleagues report on two years of PeCAN patient data. Of the thousands of patients over age 65 who received presurgical screening, 23% were found to have issues with their cognitive performance, yet only 2% of the patients screened had a previous note in their medical charts indicating they had a cognitive impairment. “It’s so important to know when an individual has cognitive complications because that changes their care path,” Price said. “From medication to monitoring, the patient’s care is more complex for the perioperative team and family.” For PeCAN patients identified as being at risk for postsurgery cognitive problems, Price and her team will share tailored recommendations with the patient’s care team before, during and after surgery. These may include more monitoring during anesthesia and medication adjustments, such as using medications for nausea and pain management less likely to contribute to delirium. The PeCAN team also might offer the surgical care team specific communication strategies. For example, health care providers should repeat information several times for patients who have trouble remembering new material and ask them to write it down. Recently published research by Price and colleagues found PeCAN patients reported the focus on brain health improved confidence in their surgical team and care plan. Health care systems are only starting to incorporate preoperative brain health teams like PeCAN. Until they are offered more frequently, Price offers a few steps anyone can take to help protect brain health, including a focus on reducing inflammation in the body prior to surgery. To help achieve this: Optimize nutrition. Reduce your intake of added sugars and refined carbohydrates, like white bread. Get good sleep. Improve sleep hygiene so you are well-rested. “Sleep is essential for the brain for a number of reasons,” Price said. Reduce alcohol intake to limit inflammation and dehydration. Pay attention to your medications. Follow your care team’s instructions. Enlist a family member or caregiver to help you keep tabs on what you’re taking, how much and how often. Practice techniques to limit anxiety, such as visualization and deep breathing. The box breathing method is an easy one to remember: Breathe in slowly for four seconds. Hold your breath for four seconds. Slowly exhale for four seconds. Wait four seconds before inhaling again.

National Academy of Inventors welcomes five VCU College of Engineering researchers

The National Academy of Inventors (NAI) recently inducted five Virginia Commonwealth University (VCU) College of Engineering researchers as senior members. Chosen for their innovative engineering contributions, the honorees are recognized as visionary inventors whose groundbreaking research and patented technologies are driving meaningful societal and economic advancements across the national innovation landscape. “Invention represents the practical application of knowledge and stands as one of the many ways engineers can make a positive impact on their communities and the world,” said Azim Eskandarian, D.Sc, the Alice T. and William H. Goodwin Jr. Dean of the VCU College of Engineering. “This year’s honorees exemplify the interdisciplinary nature of our field, leveraging advanced concepts from mechanical, biomedical, chemical and pharmaceutical engineering to address today’s most pressing challenges. We are immensely proud that our dedicated researchers have earned recognition as members of the esteemed National Academy of Inventors.” The VCU College of Engineering NAI inductees are: Jayasimha Atulasimha, Ph.D. Engineering Foundation Professor Department of Mechanical & Nuclear Engineering An internationally recognized pioneer of straintronics, an approach to electrically control magnetism for ultra-low-energy computing, Atulasimha has made significant research contributions to next-generation memory, neuromorphic hardware and emerging quantum computing technologies. He holds four U.S. patents spanning energy-efficient magnetic memory, nanoscale computing architectures and medical tools. Atulasimha’s commercially viable inventions are funded by organizations like the Virginia Innovation Partnership Corporation and he leads multi-institutional collaborations that drive innovation in computing hardware, AI and quantum technologies with more than $10 million in funded research. Casey Grey, Ph.D. Postdoctoral Research Associate Department of Mechanical & Nuclear Engineering Bridging engineering and medicine, Grey’s work spans life‑saving stroke technologies, breakthrough respiratory and neurological care, and sustainable packaging. As a lead R&D scientist at WestRock, he helped create and commercialize the CanCollar® portfolio, a recyclable paperboard replacement for plastic beverage rings now used on five continents, eliminating thousands of tons of single‑use plastic annually. In medical device innovation, Grey’s patent and development work on a novel cyclic aspiration thrombectomy platform, currently in clinical trials, is advancing stroke treatment by enhancing clot removal efficiency and reducing long‑term disability. At the VCU College of engineering, Grey built a research and commercialization pipeline around neurological and respiratory technologies, securing eight provisional patents and leading multidisciplinary teams in neurology, neurosurgery, surgery, pharmacology and toxicology, internal medicine, and respiratory medicine. His work includes developing dry powder inhaler strategies for delivering life‑saving drugs to patients with acute respiratory distress syndrome (ARDS), a pediatric bubble CPAP system designed to protect brain development in premature infants, and non‑invasive, non‑pharmacological 40 Hz neuromodulation therapies to treat neurodegeneration and conditions with significant central nervous system complications, like sickle cell disease. In collaborations with the VCU Children’s Hospital and VCU Critical Care Hospital, Grey is leading two clinical studies that are translating these innovations to improve patient care. Ravi Hadimani, Ph.D. Associate Professor and Director of Biomagnetics Laboratory Department of Mechanical & Nuclear Engineering Hadimani founded RAM Phantoms LLC, a VCU startup company, commercializing anatomically accurate, MRI-derived brain phantoms for neuromodulation and neuroimaging applications. These brain phantoms help test and tune transcranial magnetic and deep brain stimulation technologies, improving clinical safety and enabling personalized therapy for patients. RAM Phantoms is also developing a highly-skilled workforce for employment in Virginia’s growing biomedical device industry. Beyond commercialization, Hadimani maintains a productive research program with more than $4.5 million in funding resulting in 125 original peer-reviewed publications, 17 current and pending patents, a book, and several book chapters. His biomagnetics lab serves as a training ground for undergraduate, graduate and Ph.D. students to hone their skills in innovation management, intellectual property strategy and startup development. Several students from Hadimani’s lab have engaged in translational research, patent co-authorship and start-up formation, cultivating a new generation of engineer-entrepreneurs equipped to drive future technological advances. Before joining VCU, Hadimani led the development of hybrid piezoelectric–photovoltaic materials that established FiberLec Inc., which commercialized multifunctional energy-harvesting fibers capable of converting solar, wind and vibrational energy into usable electricity. Worth Longest, Ph.D. Alice T. and William H. Goodwin, Jr. Distinguished Chair Department of Mechanical & Nuclear Engineering Uniting aerosol science, biomedical engineering and computational modeling, Longest is revolutionizing inhaled drug delivery. Working with collaborators, his lab has developed novel devices, formulations and delivery platforms that precisely target medications to the lungs, addressing conditions like cystic fibrosis, pneumonia, acute respiratory distress syndrome and neonatal respiratory distress syndrome. These innovations have resulted in multiple patents. Some of them have been licensed through commercial partnerships like Quench Medical, an organization advancing inhaled therapies for applications like lung cancer. Collaborating with the Gates Foundation and the lab of Michael Hindle, Ph.D., from the VCU Department of Pharmaceutics, Longest’s team developed a low-cost, high-efficacy aerosol surfactant therapy for pre-term infants based entirely on technology developed at VCU. The invention eliminates intubation, reduces dosage by a factor of 10, and cuts treatment costs. Over 9 million infant lives are projected to be saved by this technology between 2030 and 2050. Through a long-term collaboration with the U.S. Food and Drug Administration, Longest’s in vitro and computational methods provide federal regulatory guidance for generic inhaled medications. The VCU mouth-throat airway models developed under his leadership are used globally across the pharmaceutical industry and in government laboratories. Hong Zhao, Ph.D. Associate Professor Department of Mechanical & Nuclear Engineering Zhao holds 40 patents with innovations spanning additive manufacturing, stretchable electronics, inkjet printing technologies and superoleophobic materials that repel oils, greases, and low-surface-tension liquids. Her research has applications across health care, sustainable energy and advanced manufacturing. Prior to joining the College of Engineering, Zhao served as a senior research scientist and project leader at the Xerox Research Center, where she developed high-performance materials and printing technologies for commercial deployment. Her industry experience makes Zhao’s lab a hub for innovation and mentorship, with students engaging in innovative research and co-authoring publications. Zhao is an invited reviewer for more than 50 premier journals and grant agencies. “Working with distinguished researchers and innovators like those inducted into the National Academy of Inventors is a great honor for me,” said Arvind Agarwal, Ph.D., chair of the Department of Mechanical & Nuclear Engineering and NAI fellow. “They are an inspiration and showcase the kind of impact engineers can make. Having all five of these innovators as part of our department amplifies the scientific richness of our college and its societal impact. They advance the college’s mission of Engineering for Humanity, with research that brings a positive change to our world.” The 2026 NAI class of senior members, composed of 231 emerging inventors from NAI’s member institutions, is the largest to date. Hailing from 82 NAI member institutions across the globe, they hold over 2,000 U.S. patents.

Target Market: Who Are They, What Do They Value, and Where Are They?

In last week’s column on Super Bowl ads, I stressed the importance of providing a value proposition when you are advertising or marketing your goods and services. As a reminder, a value proposition is a promise that you make to potential customers that provides them a compelling reason why they should buy your product rather than a product from one of your competitors. Prior to developing a value proposition, you first need to understand who you are trying to sell to and what product characteristics they value. This will ensure that your value proposition will be more likely convince these buyers (your target market) to buy from you. The most effective Super Bowl ads from last week did this important work well. Once the company has a good, valuable proposition, it then needs to communicate that valuable proposition to its target market. Fortunately for companies with Super Bowl ads, just about all target markets are watching the game. However, for pretty much all other advertising and marketing, it must communicate where the target market will see or hear it. In today’s column, I will walk you through how to determine who your target market is, what they value, and finally, where to distribute your marketing messages. You are probably asking yourself, why is a guy who teaches Operations and Supply Chain Management (O&SCM) writing about Marketing? The answer is simple, really. It is the job of the O&SCM function of the company to deliver on the value proposition. So, as marketing develops its value proposition, it must confer with O&SCM to determine if the firm can deliver on that value proposition. If marketing communicates a value proposition it cannot meet, the company will likely be unsuccessful. With that in mind, let us examine the target market/value proposition development process. As a firm begins to identify its target market for a particular product, it must first determine the various potential customers who might buy that product and attempt to partition those customers into groups who value similar things. For instance, looking at the automobile market, there are some customers who value low price most, some who value performance and aesthetics most, and others who value reliability, durability, and consistency. If we are either in the automobile market or thinking about entering the automobile market, we need to find a group that values some characteristics that we think we can provide better than other market entrants. As you can see, the identification of a target market and the development of a value proposition that will appeal to that target market are done concurrently and iteratively. As noted above, the O&SCM function of the company is also brought in during these iterations to determine if the physical good can be manufactured or a service can be delivered in such a way that it can meet the value proposition. One important thing to remember is that in most cases, you are not your target market. What I mean by that is that you are often biased by your own knowledge and taste/preferences, and this may differ significantly from what your target market values. Remember that you are a unique individual whose preferences for a price point and evaluation of other characteristics might differ from your target market. Be sure to develop a value proposition that reflects the buying habits of your target market customers. Once you have developed a strong value proposition that you know your O&SCM can deliver upon, it is time to message that value proposition in places where your target market is present. As noted above, this aspect of our process is like “shooting fish in a barrel” for Super Bowl advertisers because all target markets are typically watching the Super Bowl. It is not so trivial for the rest of us. We need to understand what forms of media our target markets consume (e.g., television, radio, social media), but also, with each of these media, which applications or types of shows do they frequent. While most think social media skews young, and that is true for the most part, Facebook skews older, while Instagram, Snapchat, and TikTok skew much younger. On television, much of network television skew older, but there are shows like “Dancing with the Stars” and The “Bachelor” that do particularly well with younger women. Many mornings when I am getting ready for the day, I listen to “Augusta’s Morning News” on WGAC radio, and it is clear that my fellow listeners are primarily in my age demographic. My advice is to do your homework and find out where your target market is consuming media. All the work above is not very easy, but doing it right will lead to big returns. If you can identify who you want to target, based on what they value, and then be sure they get the marketing message that you have what they value, your business will succeed!

Pennsylvania Officials Highlight Snow Squall Safety

Research by Dr. Jase Bernhardt, Hofstra University associate professor of geology, environment, and sustainability, was recently highlighted during a press conference held by several state agencies in Pennsylvania on snow squall safety. The Pennsylvania Department of Transportation (PennDOT), Pennsylvania Turnpike Commission (PA Turnpike), Pennsylvania Emergency Management Agency (PEMA), Pennsylvania State Police (PSP), and the National Weather Service (NWS) highlighted investments by Governor Josh Shapiro’s administration that have led to an average of 7% fewer winter crashes and a 34% decrease in serious injuries and fatalities in those crashes. Media outlets that covered the press conference included the Times News Online.

Beyond the field: New research highlights how NIL is reshaping college athlete identity

In an era of name, image and likeness, or NIL, many college athletes are thinking differently about who they are — seeing themselves not just as competitors or students, but also as influencers with distinct voices and causes, according to a new study from the University of Florida. Molly Harry, Ph.D., an assistant professor in the Department of Sport Management at the UF College of Health and Human Performance, surveyed 200 athletes from 21 Power Four universities to better understand how NIL, which refers to the rights of college athletes to earn money through endorsements, sponsorships, social media promotions and other commercial opportunities, has impacted the way athletes perceive their roles and identities. “Historically, we’ve viewed them (college athletes) through the lens of athletics or academics, but they’re daughters, brothers, role models, and increasingly, they’re now cultivating public personas and marketing skills.” —Molly Harry, Ph.D., an assistant professor in the Department of Sport Management The findings, published Friday in the Sociology of Sport Journal, reveal a growing recognition among athletes that they are more than the two-dimensional “student-athlete” model that is traditionally used in research and policy. “With the shift in NIL policies, athletes are starting to develop roles and identities related to that of the influencer,” Harry said. “Historically, we’ve viewed them through the lens of athletics or academics, but they’re daughters, brothers, role models, and increasingly, they’re now cultivating public personas and marketing skills.” Through survey responses across seven major sports — football, baseball, men’s and women’s basketball, gymnastics, volleyball and softball — Harry and UF doctoral student Hannah Kloetzer examined athletes' engagement with NIL opportunities, as well as the personal sacrifices they made to pursue them. They found that many athletes now view NIL as a platform to promote causes they care about, build connections with their communities and explore career pathways after college. One softball player described the value of NIL in a way that highlights the broader impact: “It’s been great to feel seen and have your hard work in a sport help in other parts of life. It’s really nice to use NIL on a resume as marketing experience.” Athletes surveyed said they found deals not just with big-name brands, but more often with local businesses like restaurants, boutiques and community partners. This entrepreneurial approach often required initiative and personal outreach, something many athletes had to learn on their own. “Some athletes told us they felt lost when trying to navigate NIL,” Harry said. “Others shared how they reached out to local businesses or organized their own camps.” One particularly striking finding, Harry said, was that some athletes were making athletic sacrifices — like spending less time training — to pursue NIL work, a shift that underscores the importance of these opportunities. Harry stressed that while no one reported skipping practices, athletes did acknowledge shifting their priorities to make room for NIL-related endeavors. “If you’re willing to give up something in your athletic routine, that speaks volumes about how central NIL — and influencer identities — could become for some athletes,” she said. Another key insight: football players of color from low socioeconomic backgrounds were most likely to self-identify as influencers. This emerging pattern stands in contrast to perceived broader trends in the social media world. “That was one of the most fascinating takeaways,” Harry said. “We have this unique subset of influencers — college football athletes — that are starting to enter this space.” Harry’s research builds on a growing conversation in the academic community about the evolving identity of college athletes. A few conceptual pieces have previously proposed the idea of a “student-athlete-influencer,” but Harry’s team is one of the first to gather empirical data to back it up. This new perspective has broad implications for how universities and organizations like the NCAA support college athletes, both during their playing years and as they prepare for life after sport. “As fans, we often see athletes as commodities on the field,” Harry said. “But they’re humans first, and they’re starting to recognize their own value and tap into their potential beyond the playing field.” In addition to academic and athletic support, Harry believes universities should invest in more targeted resources tailored to influencer pressures, like mentorship opportunities and training that goes beyond basic social media etiquette. “Athletes who take on influencer roles may deal with unique stressors, whether it’s comparing engagement numbers or coping with public scrutiny,” she said. “It would be valuable to provide opportunities where athlete-influencers can support each other, share strategies and protect their mental health.” A football player who participated in the study summed up the broader potential of NIL: “I’m very appreciative of NIL opportunities and the ability to continue to grow my camp and greater brand outside of my football program.” Looking ahead, Harry plans to explore this evolving identity through more qualitative research, with a focus on what it truly means to be an “influencer” in the context of college athletics. “Athletes are more than football players. They are more than swimmers,” she said. “They are people who we walk with on our college campuses, and they are people who bring value to our society in a host of ways.”

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Tourism is a cornerstone of both Florida’s and America’s economy. In Florida alone, visitor spending exceeds $100 billion annually and supports roughly one in every ten jobs statewide, making it one of the state’s largest industries. The ripple effect extends far beyond hotels and attractions, fueling restaurants, retail, transportation, construction, real estate, and public tax revenues that help fund infrastructure and services. Nationally, tourism contributes hundreds of billions to U.S. GDP each year and serves as a key indicator of consumer confidence and economic momentum. When travel demand rises or falls, it signals broader shifts in spending behavior, business investment, and workforce stability , which is why tourism remains a critical economic beat for journalists. Peter Ricci is Clinical Associate Professor & Director, Hospitality Management Programs at Florida Atlantic University. He is a hospitality industry veteran with over 20 years of managerial experience in segments including: food service, lodging, incentive travel, and destination marketing and is considered an expert in food service, lodging, incentive travel, and destination marketing. View his profile Peter offers research-based insight into visitor trends, workforce dynamics, and destination strategy. His expertise helps media connect travel patterns to economic impact, providing clear analysis of how tourism shapes Florida’s economy and influences broader industry trends across the United States. Recent media coverage: South Florida Sun Sentinel Peter Ricci, director of the hospitality and tourism management program at Florida Atlantic University’s College of Business, cited the openings of the 801-room Omni Hotel next to the county convention center in Fort Lauderdale, the revamped Pier Sixty-Six Resort nearby and a variety of high-profile events as reasons for promising visitor traffic this year. “South Florida should expect to have a relatively strong 2026 with major events in the area [PGA Tournament, Formula 1, et al] and the Southern White House of Mar-a-Lago enhancing higher average daily rates in The Palm Beaches,” he said by email. “Broward is perfectly positioned to capture demand both to its south and north and I expect that hotels and restaurants will have a good year ahead,” he added. Newsweek "The tariffs, staffing shortage, perception of it being difficult to emigrate to the USA, and any possible anti-USA sentiment all go into the 'ingredients of the soup' as I call it," Peter Ricci, Director of Florida Atlantic University's Hospitality and Tourism program, told Newsweek. South Florida Sun Sentinel This is actually a complicated process behind the scenes, said Peter Ricci, director of the hospitality and tourism management program at Florida Atlantic University in Boca Raton. “Restaurant profit margins are slim, so training and development are often not a part of the process,” he said. “Also, one must recognize that restaurant front-of-house roles are somewhat high-turnover compared to other industries. With higher turnover, there is less likelihood for development of training, knowledge of all the systems (which can lead to dissatisfaction among guests), and a ‘new face’ every time regular guests return to the venue.” The Daytona Beach News-Journal When asked if Florida is experiencing a "restaurant apocalypse," Ricci said, "I don't see that as the case. I don't see it like a disaster, but I have seen more (restaurant) closures the past six months. The reasons include operating costs that are higher than ever in an industry with low (profit) margins to begin with." "Closures are being driven by rising rent, rising costs of labor, rising costs of goods (food, glassware, supplies, cleaning services, deep cleaning surcharges, et al.), and changing consumer habits." Orlando Sentinel Peter Ricci, director of the hospitality and management program at Florida Atlantic University’s College of Business, said he has not heard of hoteliers suddenly losing foreign nationals from their staff. But it’s the confusion that is perplexing many. “I hear frustration and confusion of what changes will occur on a regular basis for owners, operators and managers,” Ricci said. “It’s more of the unknown that’s disconcerting than, ‘I’m now worried about losing workers in my hotel or restaurant.’”