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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. 

Is war with Iran inevitable – let our expert explain what’s next

Last weekend, the powder keg that is the Middle East may have been ignited.  As drones launched an attack on Saudi oil refineries – the world was shocked and now sits on edge. With a sizeable share of the world’s oil production now off-line, fingers are being pointed at who could have attacked the Saudi Kingdom and what punishment no doubt awaits. All eyes immediately shifted to Iran, and media speculation and the sources that feed it seem to be following that lead. “On Monday, a US official told CNN that the US had assessed that the attack originated from inside Iran. The official spoke on condition of anonymity because they were not authorized to speak to the press. One regional diplomat told CNN on Monday that while the US has told its allies it has intelligence showing the launch "likely" came from staging grounds in Iran, it has not yet shared the information. "It is one thing to tell us, it is another thing to show us," the diplomat said. Shortly after the attack, US Secretary of State Mike Pompeo accused Iran of carrying it out, tweeting Saturday that "Iran has now launched an unprecedented attack on the world's energy supply." September 17 - CNN There are still a lot of questions to be asked. Why would Iran attack Saudi Arabia in the first place? Is there a diplomatic solution to this? And if war is inevitable, what other countries will be taking sides and with what country? If you are a reporter covering this escalating path towards conflict – let our experts help. Dr. Glen Duerr's research interests include nationalism and secessionism, comparative politics, and international relations theory. Glen is available to speak to media regarding this topic– simply click on his icon to arrange an interview.

Can Understanding the History of Drug Addiction Help Address the Opioid Epidemic?

According to the National Institute on Drug Abuse, more than 130 people die every day after overdosing on opioids. Lives have been lost, families shattered, and billions spent as experts, elected leaders, health care professionals, and law enforcement officials try to address the country's opioid epidemic. A professor at Rensselaer Polytechnic Institute can help shed light on the forces at work in this crisis and its history. Professor Nancy Campbell is an expert is in the history of science, technology, and medicine as it relates to drug policy and the social significance of drugs. She is a professor and head of the Department of Science and Technology Studies (STS) in the School of Humanities, Arts and Social Sciences at Rensselaer Polytechnic Institute. "We found her to be one of the most knowledgeable people on the history of opioids and how that history fits into the context of today’s problem," reporters for CBS 6 News in Albany wrote of Campbell. In a recent interview with the station, Campbell discussed her extensive research on the history of drug addiction, as well as her approach to educating students about it. “I actually want my students to go out of the class, knowing more about where our current opioid epidemic came from, the endemic that it built upon and also knowing more about drug markets and the social aspects,” Campbell said.  August 15 – CBS 6 News Are you a reporter covering the opioid crisis and need to know what’s being done and what more needs to be done? Let our experts help with your questions. Campbell is available to speak to media regarding the opioid crisis and the history of drug addiction – simply click on her icon to arrange an interview.

How Can Lighting Be Used to Improve Sleep, Cognition, and Memory?

In August, the National Institute on Aging (NIA) awarded a new five-year grant totaling $3.8 million to Mariana Figueiro, professor and director at the Lighting Research Center (LRC) at Rensselaer Polytechnic Institute. Figueiro will explore and research how lighting intervention designed to promote circadian entrainment will improve sleep, cognition, and memory in individuals with mild cognitive impairment (MCI) which is an “at risk” or potential prodromal stage of dementia. Sleep-wake disturbances are evident in approximately 60% of individuals with MCI. Healthy sleep could improve both working and long-term memory, and in a best-case scenario, prevent onset of Alzheimer’s disease. Light is the main factor impacting a person’s sleep-wake cycle, telling the body when to go to sleep and when to wake up. “Our scientific premise is that sleep spindles, and the timing of spindles, are critical components of an interaction between electrophysiological events that provide a mechanistic explanation for memory consolidation during sleep,” Figueiro said. Sleeping patterns and the importance of rest are key elements in the short and long-term health of every person. Figueiro is among the world’s leading experts in the area of light and health, with a focus on bridging science to practical applications aimed at improving human quality of life. “Tailored lighting, when properly designed to deliver the correct amount of light at the right time, can positively impact health and well-being,” said Figueiro. “We have seen first-hand the many benefits of lighting, but it is important to get the right lighting to see the positive effects.” There’s a lot more to be discovered in this area of important research and if you are a reporter covering this topic – let our expert help with your stories and questions. The LRC  is the world’s leading center for lighting research and education. And Figueiro is among the world's leading experts in the area of light and health, with a focus on bridging science to practical applications aimed at improving human quality of life. She is available to speak with media regarding the effects of light on human health. Simply click on her icon to arrange an interview.

Could the Lone Star State go Blue in 2020? Let our expert explain if a Texas sized upset is in store

If there is one thing we have all learned from the last presidential election – it’s that nothing can be taken for granted and surprises are now to be expected in the land of U.S. politics. It’s why when the tea-leaves showed Texas potentially leaning toward the DNC in 2020, it was surprising but not entirely unexpected. “There’s a lot of apathy and smugness and laziness here on the Republican side that’s got to be reversed or there will be a shock to the system at some point,” said George Seay, a Dallas businessman and top GOP fundraiser in Texas. Demographics are slowly but surely changing the state as an influx of voters from California and other left-leaning states move to Texas. GOP support is eroding in the suburbs surrounding Houston, Dallas, Austin and San Antonio, four of the nation’s largest and fastest growing metro areas. That’s particularly worrisome to Republicans leery of Trump’s popularity with suburban voters. A Democrat has not won statewide in Texas since 1994, the longest such streak in the nation. But Trump won Texas by only 9 points in 2016, the worst showing for a Republican presidential candidate in 20 years. Jimmy Carter in 1976 was the last Democratic presidential nominee to win the state. September 06, The Hill But are all the ingredients there for a Democratic takeover of the Lone Star State? Is Trump polling that low? What factors are also at play that could sway voters left? And are there any key DNC candidates that could push the vote left? There are a lot of questions to be answered and if you are a journalist who is covering the long road to next November – then let our experts help. Dr. Stephen Farnsworth is professor of political science and international affairs at the University of Mary Washington. A published author and a media ‘go-to’ on U.S. politics, he is available to speak with media regarding this topic. Simply click on his icon to arrange an interview.

A new HIV treatment aimed at women could be on the horizon – let our experts explain for your stories.

Did you know? 18.8 million women and girls are living with HIV AIDS-related illnesses are the leading cause of death among females between the age of 15 and 49 1.8 million children are born with HIV, contracted from their mothers In sub-Saharan Africa, 3 in 4 new HIV infections in teenagers are among girls There are 5,000 new HIV infections per day Women continue to be disproportionally affected by HIV around the world, but particularly in sub-Saharan Africa, where three in four new HIV infections are among young girls. For women seeking care in developing countries, preventing and managing HIV is an expensive proposition. Truvada, the pre-exposure HIV treatment drug commonly known as PrEP, costs about $1,500 a month and must be taken daily for continual HIV protection. Likewise, the antiretroviral therapies that attempt to control HIV infection are costly at nearly $20,000 a year. These oral medications as therapy are a non-starter in developing nations like Africa, where nearly 30 million people are infected with HIV. But Phil Santangelo, biomedical engineering professor at Georgia Tech, has another approach in mind. He’s working on an aerosolized RNA-based HIV preventative that eventually could protect women against the disease. It’s applied vaginally and, currently, the aerosol has been tested in pre-clinical trials. The early results are promising; it’s been shown to create HIV antibodies that ward off the infection. It also has the potential to protect against genital herpes and other pathogens, depending on what protein the RNA encodes for. “A single administration of this aerosol is showing expression of antibodies against HIV for up to three months in pre-clinical trials,” said Santangelo. “Our hope is that this will be more affordable, granting easier access to women in developing countries, especially. With women’s health at the forefront of many conversations today, this has the potential to revolutionize disease prevention.” Eventually, Santangelo says RNA could be used for contraception as well – the RNA would express antibodies that inhibit sperm. Again, if birth control can’t be accessed in developing countries, a self-administered, inexpensive aerosol could change the lives of many women. Are you a journalist covering this very important topic? If you have questions or would like to know more about the research being conducted at the Georgia Tech College of Engineering – then let our experts help. Dr. Philip J. Santangelo is an Assistant Professor in the Wallace H. Coulter Department of Biomedical Engineering. Dr. Santangelo is an expert in the areas of therapeutics and vaccines and HIV/SIV and hRSV. He is available to speak with media regarding this emerging discovery - simply click on his icon to arrange an interview.

Was it Dora that finally discovered the key to diversity at the box office?

If you have young kids – or have at least been around them over the past 20 years – you’ll know Dora the Explorer, the always polite adventurer who takes excited young viewers on a trek through South America while educating them at the same time. The star of Nickelodeon has her own theme song, branded toys and clothes, along with a cast of characters who have also become household names.   The show has been a success on the small screen, but the cross-over to live action proved to be gold at theaters, too, and the movie has already grossed more than $80 million at the worldwide box office. Dora and the Lost City of Gold is a smashing success, and for more reasons than just name recognition. Dora, played by Isabela Moner, is the strong female lead of a cast that is almost entirely made up of actors from Latin backgrounds. The film continues to show the success of gender and racial diversity in Hollywood. The move toward increased diversity also includes the LGBTQ community and people with disabilities.  “There is a major push for representation in both of these communities and we're still reaching new milestones there every day,” said A.B. Osborne, assistant professor of animation at Augusta University. "Steven Universe and the recent She-Ra reboot have been major breakthroughs for authentic and positive LGBTQ representation. Steven Universe, for example, had the first same-sex marriage proposal and wedding for a kid's animated series. Rebecca Sugar, the creator, had to work very hard to get Cartoon Network to agree to that moment." Osborne adds, “Another milestone that means a lot to a good friend of mine who has Asperger's syndrome is the creation of Symmetra from Overwatch. She was the first autistic playable videogame character. It’s not all positive, however. Disney recently announced that Halle Bailey would be playing Ariel in its remake of The Little Mermaid. The backlash was loud, but Disney has not wavered, stating the young African American actress is perfect for the role. Diversity and inclusion in film and society is always an important albeit sensitive topic – and if you are covering stories about diversity, let our experts help. Osborne is an expert in the field of animation, working in everything from classic cartoons to technical and medical animation. He is available to speak with media regarding this topic – simply click on his icon to arrange an interview.

18 Years since 9/11 – Let an expert from Cedarville help with your coverage

It’s been 18 years since the attacks of 9/11 and that moment still occupies how this country approaches security, the military and foreign affairs. Terrorism and attacks both home and abroad are still top of mind and Secretaries of Homeland Security Michael Chertoff, Janet Napolitano, and Jeh Johnson were recently called to testify in Washington about the state of America’s readiness against terror attacks in the near two decades since September 11, 2001. The changes to policy, legislation and how America approaches security have drastically altered how society functions either in plain sight (at airports) or behind the scenes (phone monitoring and cellular digital gathering). The ripple effects of 9/11 are still being felt and being debated by lawmakers at every level in Washington. “Americans are still dealing with the aftermath of the post-9/11 world in other ways. The Trump administration is currently negotiating with the Taliban to end the 18-year war in Afghanistan, or at least to end the U.S. and NATO military presence there. A growing number of Democrats have called for the dismantling of Immigration and Customs Enforcement, just one of many agencies housed within the colossal and dysfunctional Department of Homeland Security, which was created in 2003. Congress is also set to decide whether to permanently reauthorize the National Security Agency’s moribund call-records program that began shortly after the September 11 attacks.” September 06 – New Republic Are you a journalist covering domestic and international terrorism? Do you have questions about how ready, vulnerable or susceptible America is to another attack?  What laws are needed and which policies need to be sun-setted now that so much time has passed. Then that’s where our experts can help. Dr. Glen Duerr's research interests include nationalism and secessionism, comparative politics, and international relations theory. Glen is available to speak to media regarding the state of America’s homeland security – simply click on his icon to arrange an interview.

Couples Who Tailgate Together Stay Together, Says New Baylor Research

Marketing researcher and husband team up to study tailgating’s impact on relationships For millions of football fans across the United States, fall is the time to break out the grills, load vehicles with coolers and food and games, and gather with friends for the time-honored tradition of tailgating. It’s a tradition that Baylor University’s Meredith David, Ph.D., assistant professor of marketing, and her husband, Luke Lorick, have been enjoying since their undergraduate years at the University of South Carolina. The couple partnered on a recent research project to better understand tailgating’s impact on relationships and well-being. David is known nationally for her studies of phone snubbing – “phubbing” – and smartphone addiction. Lorick owns and operates Tailgating Challenge, a website devoted to testing and reviewing tailgating equipment, and he launched National Tailgating Day, which is celebrated annually on the first Saturday of September. “I noticed how at tailgates people actually interact with each other and are not glued to their phones like we see in restaurants and many other settings,” David said. “This led us to combine our expertise to study the impact of tailgating together on well-being.” The researchers surveyed 143 tailgating adults (44 percent were female) who answered questions about their partners and their respect toward that person. The results show that individuals who tailgate with their significant other report higher levels of respect and relationship satisfaction, David said. The results of the study will be presented later this month at the Atlantic Marketing Association Conference. “Tailgating fosters the human-to-human, face-to-face interactions and connections that we as humans need but yet find hard to come by as a result of cellphones and ‘phubbing’ tendencies,” David said. With over 70 million people tailgating annually, spending on average $150 on each occasion, David said this research offers important guidance for marketers, particularly in terms of positioning strategies in marketing communications for tailgating-related products and events. “For example, in advertisements, marketers should focus on portraying couples, or even friends, tailgating together as this may resonate more and help build bonds with the products they sell and the markets they are reaching out to,” David said. David said she and her husband knew that tailgating strengthened their relationship, but they wanted to dig in to see if it was – or could be – helpful to others. “We have lived and experienced these effects ourselves, so we wanted to determine if this impacted others the same way,” she said. “We found that tailgating helps strengthen relationships, in part, by helping people escape the hustle and bustle of everyday life. They disconnect from their TVs, laptops and cellphones and make real connections with loved ones and friends.” ABOUT MEREDITH DAVID, PH.D. Meredith David, Ph.D., serves as assistant professor of marketing in Baylor University’s Hankamer School of Business. Her research focuses on marketing strategies with an emphasis on consumer behavior and well-being. Recently, her research has explored how new media technologies, including smartphones, impact personal and workplace relationships. She has also published research related to customized pricing tactics, interpersonal attachment styles and the pursuit of health goals. Her research appears in numerous professional and academic journals and she has been interviewed and quoted for her research in national and international news outlets, including ABC News, Fox News, Oprah.com, Redbook, Consumer Reports and Health magazine. 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.

Meet Your Newest Job Recruiter, the Algorithm – let our experts explain

Equal employment opportunities may not be part of a computer’s calculations, but one engineer from is trying to change that. When you apply for a job, chances are your resume has been through numerous automated screening processes powered by hiring algorithms before it lands in a recruiter’s hands. These algorithms look at things like work history, job title progression and education to weed out resumes. There are pros and cons to this – employers are eager to harness the artificial intelligence (AI) and big data captured by the algorithms to speed up the hiring process. But depending on the data used, automated hiring decisions can be very biased. “Algorithms learn based on data sets, but the data is generated by humans who often exhibit implicit bias,” explains Swati Gupta, an industrial engineering researcher at Georgia Tech who’s work focuses on algorithmic fairness. “Our hope is that we can use machine learning with rigorous mathematical analysis to fix the bias in areas like hiring, lending and school admissions.” But as algorithms harness speed and efficiency – how can they be adjusted to include and consider race, gender and other human factors?  It’s an area Dr. Gupta has been researching and refining. If you are a reporter or journalist looking to cover this topic – that’s where our experts can help. Dr. Swati Gupta is an Assistant Professor in the H. Milton Stewart School of Industrial and Systems Engineering at Georgia Tech. Dr. Gupta is an expert in the areas of optimization, machine learning, and bias and fairness within the AI sphere. She is available to speak with media regarding this topic - simply click on her icon to arrange an interview.