Making my Grad School education work for me.

By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

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Due to the various readings in my Grad school courses, a newfound self-awareness, I am aware there is arguable evidence for how social identity and mood management theories influence our media choices. As one article says “Music has been characterized as a primary mood setter capable of diminishing gloom and lifting spirits” I have my own reasons for believing that social identity and mood management influence the daily choices that I make. I am a first-generation Cuban an Argentinian immigrant, I am completely bilingual, but tend to skew towards Latin and particularly Caribbean music, Latin food and unsurprisingly Spanish TV news and others broadcasting. …


Oh, the things we learn to do when managing social media!

By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

I came about a very through article recently, that examined more in depth the 2018 Facebook scandal. This article, “Public Penitence: Facebook and the Performance of Apology” by Kimberley Hall, dissects the situation and it’s long term effects by analyzing “the five key moments of apology against the broader cultural discourse produced by the social media giant in order to argue that the campaign is actually quite successful

Within the article, Hall claims that “Facebook uses the performance of apology to create a divided perception of the company that allows it to reroute the expected transformation of the penitent into a strengthening of its brand identity, pointing to the immense discursive power of Facebook.” At first, this claim felt lofty. But after reading her points, and realizing I heavily dislike the company in question but use their platform daily, I shifted my tone. I hope by breaking this article down, you too, can get a feel for appropriately apologizing after robbing people of their precious data! …


Facebook or Disney? I’ll take the mouse.

Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

Facebook made very poor decisions in addressing their 2018 scandal. This situation was when a huge data breach of their platform was exposed. Facebook’s first mistake was taking so long to admit to it. At the time articles were coming out for days asking for a response from the company. They chose to not address the public concerns and instead,” the leadership team maintained their silence until the crisis entered its fifth day — more than 15 minutes is typically considered too long to respond.”


By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

How my local U.S. News Station, compares to a night of watching the BBC News broadcast.

Disclaimer: it is BAD.

Video can be found here.

As a fun tool to gauge the perspective of my local news, and to better understand a global news’ perspective. I have looked at two news broadcasts, ran the same day and both concerning Covid-19 and its current impact on the surrounding area. What I found was disturbing, but admittedly, not surprising. The BBC’s evening broadcast spoke of the terror sweeping England as Covid-19 spreads faster than the government can work to contain it. The reporter is formal, maintains a severe demeanor and focuses on how poorly the situation is developing. There is an air of formality within this broadcast, and the whole video feels credible. …


By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

I mean, sure, but what else is new?

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When reflecting on Marshall McLuhan Technological Determinism, “the theory that a society’s technology determines its cultural values, social structure, and history. According to the theory, social progress follows an inevitable course that is driven by technological innovation. Technological determinism has two central concepts: 1) that technological development itself follows a predictable, traceable path that is beyond any cultural or political influence; and 2) that the technology in turn organizes society in a way to further develop itself.” In layman’s terms, the sentence “The Internet made me do it!” …


By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

Ah, Miami. Miami-Dade County. The 305. Birthplace of Pitbull, North Cuba as many would affectionately call it, and a Coronavirus hotspot like no other. My love of my hometown is often shadowed by my embarrassment of it. While I’ll happily embrace my unique Miamian culture, I also shutter at the term “Miami girl”. As a local who recently got their job back (after 7 months) due to the lifting of some Covid-19 restrictions, I am conflicted with my feelings of such restrictions. …


For me, its Apple News alerts.

By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

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It seems like social media and word of mouth are the main options for my generation. As consumers, we have more options for media consumption than ever before. It is only logical that these new ways to transmit and receive information would evolve to incorporate news into these mediums. But it is important to note that according to Pew Research Center, “The difference between social media and print newspapers in 2017 was not statistically significant”.

A short three years later, much has changed and now Pew Research center claims “more Americans get news often from social media than print newspapers”. But we knew that already, thanks to the1980’s classic Ghostbusters. …


By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

As a working communications professional, understanding how people digest the information I send to them is crucial. The crafting of the message itself is key and components such as the credibility, research, and persuasive nature of the content are important. Other aspects of the message can influence the outcome. There are two main ways pathways that information can flow through and depending on which your receiver uses, the attitude with which the information is received will change.

These routes are as follows:

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  1. Peripheral Route — Free samples of fancy cheese are given. You enjoy the cheese, and although it is a bit pricey, you choose to purchase it. This is an act of reciprocation. …


By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

If ifluencee is not a word yet, I’d like to formally submit it to Merriam-Webster via this post.

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@communicationtheory.org

Through my journey of education in grad school, I’ve come upon the two-step flow model theory. While the name of the theory is rather fancy, it is simple in nature. As shown in this lovely infographic, the mass media shares information, that is then understood and digested by opinion leaders and shared with individuals seeking information from them.

How this works for the average individual is that a reputable news source, such as the Wall Street Journal will put out 10 articles in a day. The opinion leader, for example, John Oliver or Trevor Noah, then choose which information is worthy. They also dictate what ‘spin’ or angle to share this information with. Their opinions on the information will now be heavily consumed by audiences with prior trust in their judgment. …


By Kassandra Lopez, Global Strategic Communications graduate student at the University of Florida

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The judgmental glare of my generation(s).

The title of this article seems a bit odd, but allow me to put it into perspective. At 23 years old, whether I am a Millennial or Gen-z-er is up for interpretation. It’s rather interesting, I still feel compelled to wear button-downs and pencil skirts to work, but I rock pink hair. I’d like to think that being on the tail end of the millennial generation and at the beginning of the Gen-z generation. I’ve been able to get the best of both worlds. …

About

Kassandra Lopez

First-gen Cuban and Argentine. Full-time Markerter. BA in Humanities/Cultural Traditions, Art History + Anthro. MA in Global Communications + Social Media

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