Missouri School of Journalism doctoral candidate wins coveted dissertation award from American Academy of Advertising
COLUMBIA, Mo. (March 18, 2024) — Evgeniia Belobrovkina, a doctoral candidate at the Missouri School of Journalism, has won the American Academy of Advertising’s (AAA) Doctoral Dissertation Grant Competition, a prestigious honor that comes with funding supporting the continuation of groundbreaking research and initiatives.
Belobrovkina is the fifth doctoral candidate from the School of Journalism to win the award since its inception in 1996 and the first in nearly a decade.
“Evgeniia’s achievement further positions the School of Journalism at the leading edge of health communication research,” said Earnest Perry, associate dean for graduate studies and research at the School. “It’s great to see more national recognition for research that improves lives and shows the industry what the future should look like.”
Building off her previous work that has earned her a Dunn Award from AAA and an Eason Award from the Association for Education in Journalism and Mass Communication (AEJMC), the dissertation centers around the importance of cultural competence in crafting effective health communication for public service advertisements (PSAs). In particular, it draws from interviews with strategic communicators who have been involved with domestic violence PSAs and explores their awareness of cultural competence in the context of domestic violence.
“Knowing the cultural background and views of a target audience, whether it relates to country, race, religion or something else, shows us how to create more impactful PSAs,” Belobrovkina said.
Knowing the cultural background and views of a target audience, whether it relates to country, race, religion or something else, shows us how to create more impactful PSAs.
Evgeniia Belobrovkina
“This focus resonates strongly with current needs in academia and practice,” remarked Shelly Rodgers, the dissertation advisor to Belobrovkina and the Maxine Wilson Gregory Chair in Journalism Research, who has recently attained the esteemed title of Fellow of the International Communication Association. “Evgeniia’s dissertation delves into the contemporary landscape of PSA production, addressing a critical gap. Her work not only scrutinizes existing practices but also explores avenues for potential improvements.”
Belobrovkina has worked with Rodgers on published papers investigating how to increase the effectiveness of COVID-19 PSA messaging, identifying pervasive gender stereotypes in online PSAs for breast and prostate cancer (with Weilu Zhang, PhD ’22, and Ting-Hao Tsou, PhD ’23) and exploring a way to more authentically represent the advertising experiences of marginalized groups like LGBTQ+.
For Rodgers, this consistent attention to developing theoretical models and moving the industry forward while seeking to create benefits for diverse communities is a hallmark of her research agenda, which encourages behavior that benefits society, not just the organization doing the advertising. “Evgeniia’s work stands as a testament to our dedication to advancing impactful research that addresses pressing societal needs and challenges, Rodgers said.
“This recognition from AAA truly highlights her potential to make meaningful scholarly contributions in addressing real-world issues,” Rodgers said. “Her research advances our understanding of contemporary social and media landscapes and offers valuable insights that can inform industry practices and policymaking.”
Rodgers also noted that Belobrovkina’s work reflects the success of the university’s supportive and forward-thinking approach to research, embodied by Rodgers’ Maxine Gregory Chair, which supports master’s and undergraduate research through the Gregory Scholars Program on top of her work with doctoral students.
This recognition from AAA truly highlights her potential to make meaningful scholarly contributions in addressing real-world issues. Her research advances our understanding of contemporary social and media landscapes and offers valuable insights that can inform industry practices and policymaking.
Shelly Rodgers
“Our commitment to fostering interdisciplinary collaboration across the MU campus and pushing the boundaries of traditional journalism and strategic communication practices has provided fertile ground for innovative exploration,” Rodgers added. “Evgeniia’s achievement helps solidify our reputation as a premier hub for cutting-edge scholarship.”
In fact, Belobrovkina said that in addition to all the wisdom Rodgers was able to impart, the professor’s supportive attitude was a key factor in allowing her to build a successful dissertation.
“I am deeply honored and grateful for the unwavering support and guidance provided by Dr. Rodgers throughout my academic journey, especially as an international doctoral student. Dr. Rodgers’ mentorship has been instrumental in empowering me to navigate the challenges and opportunities in academia. Her commitment to fostering diversity and inclusion has enriched my research and inspired me to strive for excellence in my field,” said Belobrovkina.
She also credited her dissertation committee for their support, including Drs. Jeannette Porter, Luke Capizzo, Zachary Massey, and Yerina Ranjit.
After defending her dissertation later this year, Belobrovkina plans to continue a career in academia pursuing research in prosocial advertising and hopes, one day, to create a course dedicated to her passion: the principles of public service advertising for undergraduate students.
Updated: March 19, 2024