Evgeniia Belobrovkina is a doctoral student and graduate research assistant at the Missouri School of Journalism. She earned a bachelor’s degree in journalism at Russian State Social University in Russia and master’s degree in public health with the concentration on health promotion and policy at the University of Missouri.

Within the doctoral program, Evgeniia focuses on strategic health communication. Particularly, she is interested in designing persuasive health messages from the point of their cultural appropriateness, including in the area of public service announcements against domestic violence. With respect to research methods, Evgeniia has found her inclination to qualitative methods, allowing for an in-depth exploration of concepts of interest. One of such methods is photovoice, which her research advisor Dr. Shelly Rodgers and Evgeniia introduced into advertising research in 2021.

Evgeniia first came to the United States for the master’s degree as a Fulbright scholar in 2015. In 2016, she also received a scholarship from the Edmund S. Muskie Internship Program and had an internship at the Public Health Foundation in Washington, D.C. Besides academia, Evgeniia has a seven-year experience in public relations in healthcare owing to her work at the Territorial Fund of Compulsory Medical Insurance of the Moscow Region in Russia as the chief specialist in the relevant department.

Publications

Belobrovkina, E., & Rodgers, S. (2023). COVID-19 public service advertisements through the prism of goal-framing theory. Journal of Current Issues and Research in Advertising. Advance online publication. https://doi.org/10.1080/10641734.2023.2218456

Rodgers, S., & Belobrovkina, E. (2022). Using photovoice research for advertising theory. Journal of Current Issues and Research in Advertising, 43(2), 137-154.

Conference Presentations

Belobrovkina, E., & Rodgers, S. Targeting LGBTQ+ individuals in advertising: Consumers’ perspectives through a photovoice study. American Academy of Advertising. (March 2023; Denver, Colorado).

Belobrovkina, E. How should we “sell” lives? The perceptions of domestic violence public service advertisements: A pilot study. Association for Education in Journalism and Mass Communication; Advertising Division. (August 2022; Detroit, Michigan).

Zhang, W., Tsou, T., Belobrovkina, E., & Rodgers, S. Fighting cancer “like a girl” and taking it “like a man:” Examining gender stereotypes in online breast and prostate cancer PSAs. American Academy of Advertising. (March 2022; St. Petersburg, Florida).

Belobrovkina, E. Cultural competence in health communication: A concept explication. Association for Education in Journalism and Mass Communication; Communicating Science, Health, Environment and Risk Division. (August 2021; virtual conference).

Belobrovkina, E., & Rodgers, S. Public service announcements on COVID-19 through the prism of goal-framing theory. American Academy of Advertising. (March 2021; virtual conference).

Awards

Top Student Paper Award (Advertising Division of the Association for Education in Journalism and Mass Communication), 2022

S. Watson Dunn Memorial Fund Grant for Research Projects in Global Advertising by Graduate Students (American Academy of Advertising), 2022

Eason Award for Graduate Student Research (Communicating Science, Health, Environment and Risk Division of the Association for Education in Journalism and Mass Communication), 2021