Featured Post from Baylor University

Multicultural Millennials Respond Positively to Health ‘Edutainment,’ Baylor Marketing Research Says

Sep 19, 2019

6 min

Tyrha Lindsey-Warren, Ph.D.

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. 

Connect with:
Tyrha Lindsey-Warren, Ph.D.

Tyrha Lindsey-Warren, Ph.D.

Clinical Associate Professor of Marketing

Top consumer behavior and attitudes expert specializing in multicultural media & advertising, empowered storytelling & experiential learning

Consumer AttitudesEntertainmentMulticultural & DiversityConsumer BehaviorMarketing & Advertising

You might also like...

Check out some other posts from Baylor University

2 min

Daylight Saving Time: Baylor Sleep Expert Offers Suggestions to Help Adjust to the Change

Daylight saving time, with its one-hour spring forward at 2 a.m. Sunday, March 12, may seem like a small shift of just a single hour, but on a societal level, it has startling effects, says Baylor University sleep researcher Michael Scullin, Ph.D., associate professor of psychology and neuroscience and director of the Sleep Neuroscience and Cognition Laboratory at Baylor. So what are the consequences of this one-hour time shift on our sleep quality and how can we quickly adjust when springing our clocks forward? "Many people not only lose that single hour of sleep," Scullin said, "but also have difficulty over several subsequent nights adjusting their circadian rhythms to the new bed-wake time schedules." For example, parents who have routine bedtimes for their children experience difficulty for the whole family because children will not want to (or be able to) go to bed one hour earlier than their body is used to. "When you couple this bedtime difficulty with the fact that most people have morning school and work schedules that require them to wake up at a set time," Scullin said, "it becomes clear that ‘springing forward’ has a larger consequence than skipping a single hour." The consequences of the spring daylight saving time shift are well documented. Researchers have observed changes in cognitive functioning, increased driving accidents, moodiness and willingness to punish others for mistakes. "Researchers have also documented that acute sleep loss and circadian dysregulation lead to an increase in cardiovascular events," Scullin said. "If someone's cardiovascular health is ‘borderline’ then the springtime shift can be the factor that precipitates a stroke or a myocardial infarction (heart attack)." Scullin offers some simple suggestions to anticipate and adapt to the spring forward shift: Adjust in advance. About a week before the "spring forward," go to bed 15 or 20 minutes earlier each day. Avoid long naps during the day. If you need a nap, take it earlier in the day and for no more than 20 minutes. Bring on the sunlight. Getting more natural sunlight in the morning hours is very beneficial in resetting our biological clock. In some cases, evening melatonin also can help people to adapt to the time change. Scullin has published numerous studies focusing on sleep and brain function, including the connection between sleep and creativity, musical “earworms” and their effect on sleep and how writing a to-do list before you turn in for the night can help you get better sleep. In fact, Scullin was named Baylor’s inaugural Newsmaker of the Year in 2018, after his “to-do list” research was widely covered by media outlets, including ABC’s Good Morning America, TODAY.com, USA TODAY, Discover, LiveScience, HealthDay, BBC Radio and many more, reaching an international circulation and viewership of nearly 1 billion people. Looking to interview or chat with Michael Scullin? Simply click on his icon now to arrange an interview today.

4 min

Defining Oligarchy: The Fusion of Wealth and Power in American Democracy

Oligarchy is being thrown around a lot these days. But what does the term mean? Is America an oligarchy? And how does oligarchy help explain American democracy today? Political rhetoric scholar Luke Winslow, Ph.D., associate professor of communication at Baylor University and author of  “Oligarchy in America: Power, Justice, and the Rule of the Few,” has traced the evolution of oligarchy in the United States to shed light on how modern oligarchy is reshaping America through the increasing fusion of economic power and political influence. Winslow’s research focuses on how the influence of oligarchy has impacted American political rhetoric, as well as how it is showing up in modern politics and political communications. Defining Oligarchy Oligarchy is a term that most people associate with other countries, but it “is not something that just happens in Russia. It's something that happens everywhere, and it always has,” Winslow said. In the simplest of terms, oligarchy attempts to explain the convergence of economic and political power. Winslow offered four key distinctions on oligarchy: Oligarchy is exclusive. It represents a form of governance focused on preserving the political and economic influence of the wealthy by securing the approval of the rest of the population. “It assumes not everyone is qualified to deliberate, participate and legislate,” Winslow said. When it comes to oligarchy, there is a belief that extreme wealth is equated to intellectual fitness across all domains, including governance. Wealth vs. income. It is important to distinguish between wealth and income. Income covers daily expenses, whereas wealth is more easily used to exert political power. “What truly sets an oligarch apart is the political power their wealth can command,” Winslow said. Understated and subtle. Modern oligarchy operates through persuasion by “enticing rather than commanding citizens and maintaining what seems like an absence from political authority,” Winslow said. It is in this absence that oligarchs can influence indirect political actions, especially since they are not (typically) elected officials and cannot be removed from office. Legal Immunity. Oligarchs have no fear of legal consequences because oligarchy itself is not against the law, Winslow said. The First Amendment protects the right “to petition the Government for a redress of grievances,” legitimizing lobbying and campaign donations. A robust system of campaign contributions and political lobbying – both of which are perfectly legal – can shape media narratives and put pressure on state and local governments. While wealth and politics have always coexisted, oligarchy is about how these forces merge to create a system where the ultra-rich exert undue influence over democratic institutions, Winslow said. “This convergence has long existed in history but is now unfolding in the U.S. more visibly – and perhaps more accepted – than ever before,” he said. Communication of Oligarchy Winslow’s research shows that American society has come to view billionaires as transcendent figures – individuals whose success in business qualifies them to lead in politics – a mindset that is not new. The Gilded Age of the late 19th century saw figures like Andrew Carnegie and John D. Rockefeller wield enormous economic and political power, shaping legislation to favor their interests. Winslow’s research traces this historical precedent, suggesting that today’s tech titans are the latest iteration of a long-standing trend. Perhaps the most intriguing question Winslow raises is not just how oligarchy and its fusion of wealth and governance has taken root, but why the American public has been so willing to accept it as natural – perhaps even beneficial. “The arguments being made in public discourse encourage us to go along with it,” he said. “We’re being told, implicitly, that this is just how things work now.” Yet, these practices also reveal how the government serves the narrow interests of the ultra-wealthy, diverting resources from productive economic opportunities for the majority toward political wins that benefit a small, affluent minority, Winslow said. “What's so interesting about oligarchy now is that the cover has been ripped off, the veil has been thrown open and we’re not even hiding the fact that money gets you more influence,” he said. Ultimately, Winslow hopes his work will get people to be curious as to why Americans are now accepting oligarchy in the U.S. “The ways that the extremely wealthy are yielded political power is seemingly acceptable now, and that is a question that we all should be asking,” Winslow said. Looking to know more? Then let us help. To connect with Luke Winslow, simply contact Shelby Cefaratti-Bertin, M.A, Assistant Director of Media and Public Relations now to arrange an interview today.

2 min

Expert Research: Social Media's Double-Edged Sword: Study Links Both Active and Passive Use to Rising Loneliness

In an age where social media promises to connect us, a new Baylor University study reveals a sobering paradox – the more time we spend interacting online, the lonelier we may feel. Researchers James A. Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor's Hankamer School of Business, and co-authors Philip Young, Ph.D., and Meredith David, Ph.D., analyzed a study that followed nearly 7,000 Dutch adults for nine years to understand how our digital habits shape well-being. Published in the journal Personality and Social Psychology Bulletin, the Baylor study – The Epidemic of Loneliness: A Nine-Year Longitudinal Study of the Impact of Passive and Active Social Media Use on Loneliness – investigated how social media use impacts loneliness over time. This eye-opening research suggests that the very platforms designed to bring people together contribute to an "epidemic of loneliness." The findings showed that both passive and active social media use were associated with increased feelings of loneliness over time. While passive social media use – like browsing without interaction – predictably led to heightened loneliness, active use – which involved posting and engaging with others – also was linked to increased feelings of loneliness. These results suggest that the quality of digital interactions may not fulfill the social needs that are met in face-to-face communication. “This research underscores the complexity of social media’s impact on mental health,” Roberts said. “While social media offers unprecedented access to online communities, it appears that extensive use – whether active or passive – does not alleviate feelings of loneliness and may, in fact, intensify them.” The study also found a two-way relationship between loneliness and social media use. "It appears that a continuous feedback loop exists between the two,” Roberts said. “Lonely people turn to social media to address their feelings, but it is possible that such social media use merely fans the flames of loneliness."​ The findings emphasize an urgent need for further research into the effects of digital interaction, underlining the essential role of in-person connections in supporting well-being. This study also adds a valuable perspective to the conversation on how digital habits influence mental health, offering insights to shape future mental health initiatives, policies and guidelines for healthier social media use. Are you covering social media and its impact on people?  Then let us help. These experts are available to speak with media, simply click or contact Shelby Cefaratti-Bertin, M.A, Assistant Director of Media and Public Relations now to arrange an interview today.

View all posts
Powered by