Communication

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A Feminist Affective Turn for Public Relations: Mothers, Passionate Publics, and the Childhood Vaccine Debate
(2016) Kennedy, Amanda Kae; Toth, Elizabeth L; Communication; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)
This project proposes a feminist intervention in how affect and publics are theorized in public relations research. Drawing from extant literature, I argue that public relations theories of affect and publics have been apolitical and lack depth and context (Leitch & Motion, 2010a). Using the context of the online childhood vaccine debate, I illustrate several theories and concepts of the new feminist affective turn, as well as postmodern theories of affect, relevant to public relations research: (a) Public Feelings, “ugly” feelings, agency, and community (Cvetkovich, 2012; Ngai, 2007); (b) passionate politics (Mouffe, 2014); (c) postmodern assemblages, biopower, and body politics (Deleuze & Guattari, 1988; Foucault, 1984); (d) affective facts and logics of future threats (Massumi, 2010); and (e) affective ethics (Bertleson & Murphie, 2010). Scholarship in the areas of public relations, risk, feminist and postmodern affect theory, and the vaccine debate provided theoretical grounding for this project. My research questions asked: How is feminist affect theory embodied by mothers in the vaccine debate? How do mothers understand risks as affective facts in the vaccine debate (if at all)? What affective logics are used by mothers in the vaccine debate (if any)? And, What are sources of knowledge for mothers in the vaccine debate? Multi-sited online ethnographic methods were used to explore how feminist affect theory contributes to public relations research, including 29 one-on-one in-depth interviews with mothers of young children and participant observation of 15 online discussions about vaccines on parenting websites BabyCenter.com, TheBump.com, and WhatToExpect.com. I used snowball sampling to recruit interview participants and grounded theory (Glaser & Strauss, 1967) to analyze interview and online data. Results show that feminist affect theory contributes to theoretical and practical knowledge in public relations by politicizing and contextualizing understandings of publics and elucidating how affective facts and logics inform publics’ knowledge and choices, specifically in the context of risk. I also found evidence of suppression of dissent (Martin, 2015) and academic bias in vaccine debate research, which resulted in cultures of silence. Further areas of study included how specific contexts such as motherhood and issues of privilege and access affect publics’ experiences, knowledges, and choices.
Living a Participatory Life: Reformatting Rhetoric for Demanding, Digital Times
(2023) Salzano, Matthew; Pfister, Damien S; Communication; Digital Repository at the University of Maryland; University of Maryland (College Park, Md.)
Living a Participatory Life explores how people navigate demanding, digital times where social movements and digital media meet, in the context of what media scholars refer to as the participatory condition. The participatory condition describes how participation is an inherent, inescapable condition of digitality with its always-on and always-prompting media; it is distinctly different from the participatory cultures theorized of the blogosphere and Web 2.0. In the participatory condition, the digital is demanding, and our demands are digitized. What does it mean to live a participatory life in the participatory condition? How should we practice rhetoric (as a productive and critical art) during demanding, digital times? To aid in answering these questions, this dissertation offers a format theory of participation. I theorize four key concepts—parameters, imperatives, trans-situations, and sensibilities—to define participation as a formatted rhetorical practice that modulates affect and sensibilities within a formatted ecology. In the following three chapters, I locate three participatory sensibilities from advocates for social change across intersectional issues: Disparticipants, offering participatory dissent at the Women’s March; Fictocritics, generating criticism of the YouTube manosphere; and Installectuals, transforming Instagram during the Summer 2020 resurgence of Black Lives Matter activism. Each illustrates the ramifications of the participatory condition and how advocates for social change navigate it. The dissertation concludes with a provocation to learn from these sensibilities and begin reformatting our own participatory lives.