Margaret Duffy

Professor; Novak Leadership Institute Executive Director

MARGARET DUFFY (Ph.D., University of Iowa) is professor of Strategic Communication at the Missouri School of Journalism and Executive Director of the Novak Leadership Institute (NLI). The NLI was endowed by a $21.6 million grant from former YUM! Brands CEO David Novak, an alumnus of the Missouri School of Journalism. The Institute offers an innovative approach to leadership education uniquely rooted in the principles of strategic communication and advertising. Our mission is to prepare lifelong leaders who will make a positive and meaningful impact in their organizations and communities.

An author and consultant, Duffy conducts research and advises media organizations around the world. Her diverse consulting clients include Estee Lauder and the U.S. Army and she has obtained grants from the Pew and Knight Foundations. An award-winning scholar, Duffy’s research focuses on leadership, organizational communication, visual communication, narrative, digital media, and persuasion. She is a former marketing executive and serves on the board of the Institute for Advertising Ethics.


  • Nominated, MU Faculty-Alumni Award (2011)
  • President’s Award, Missouri Press Association (2009)
  • Socrates Award for Teaching Excellence (1998)


  • Thorson, E. & Duffy, M. (2011). Advertising Age: Principles of Advertising and Integrated Marketing Communication at Work. Mason, OH: Southwestern Cengage Learning.

Book Chapters

  • Duffy, M., Page, J., & Young, R. (2012). It’s just a joke: Racist rhetoric and pass-along email images of Obama. In Assessing Evidence in a Postmodern World. Bonnie Brennen, Ed. Nieman Research Conference Proceedings.
  • Duffy, M. & Thorson, E. (2008). Emerging trends in the new media landscape and their impact on health communication. In Health Care Communication in the New Media Landscape. Jerry Parker and Esther Thorson, Eds. New York: Springer Publishing Company, 93-116.
  • Thorson, E. & Duffy, M. (2008). Health communication in the new media landscape. In Health Care Communication in the New Media Landscape. Jerry Parker and Esther Thorson, Eds. New York: Springer Publishing Company, 437-446.
  • Thorson, E, & Duffy, M. & Schumann, D. W. (2007). The Internet waits for no one. In Internet Advertising: Theory and Practice. Esther Thorson and David Schuman, Eds. Mahwah, NJ: Lawrence Erlbaum Associates, 3-13.
  • Duffy, M. (1994). Body of evidence: Studying women in advertising. In Utopia and Gender in Advertising: A Critical Reader. A. & L. Manca, Eds., 5-30. Lisle, IL: Procopian Press, 5-30.

Refereed Publications

  • Ferucci, P., Tandoc, E., & Duffy, M. (2014). Modeling reality: The connection between behavior on reality TV and Facebook. Bulletin of Science, Technology & Society, 34, 99-107.
  • Tandoc, E., Ferucci, P. & Duffy, M. (2014). Facebook use, envy, and depression among college students: Is Facebooking depressing? Computers in Human Behavior, 43, 139-146.
  • Duffy, M. & Page, J. (2013). Does political humor matter? You betcha! Journal of Popular Culture, 46(3), 546-565.
  • Duffy, M., Page, J, & Young, R. (2011). Obama as anti-American: Visual folklore in right-wing forwarded emails and construction of conservative social identity. Journal of American Folklore 125(496), 177-203.
  • Lacy, S., Duffy, M., Riffe, D., Thorson, E. & Fleming, K. (2010). Citizen journalism web sites complement newspapers. Newspaper Research Journal Vol. 31 No. 2, p. 34-36.
  • Lacy, S., Riffe, D., Thorson, E., & Duffy, M. (2009). Examining the Features, Policies, and Resources of Citizen Journalism: Citizen News Sites and Blogs. Web Journal of Mass Communication Research, 15.
  • Page, J. & Duffy, M. (2009). Battle of visions: Dueling images of morality in US political campaign TV Ads. Communication, Culture and Critique, 1 (2), 110-135.
  • Rodgers, S., Chen, Q., Duffy, M., & Fleming, K. (2006). Media usage as health segmentation variables. Journal of Health Communication, 12 (2), 105-119.
  • Duffy, M. (2003). Web of hate: A fantasy theme analysis of the rhetorical vision of hate groups online. Journal of Communication Inquiry, 27 (3), 291-312.
  • Brennen, B. & Duffy, M. (2003). If a problem cannot be solved, enlarge it: An ideological critique of the other in Pearl Harbor and September 11 New York Times Coverage. Journalism Studies, (1), 3-14.
  • Duffy, M. (2000). There’s no two-way symmetric about it: A postmodern examination of public relations textbooks. Critical Studies in Media Communication, vol. 17 (3). 294-315.
  • Duffy, M. (2000). Thoughts on public relations education: Can propaganda be good for you? Critical Studies in Media Communication, vol. 17 (3) (response), 377-381.
  • Duffy, M. (1997). High stakes: A fantasy theme analysis of the selling of riverboat gambling in Iowa. Southern Communication Journal, 62 (2), 117-132.
  • Duffy, M. & Gotcher, J. M. (1997). In their own words: Creating media literacy through the application of communication theories and research. Journal of Administrative Communication Association, 2, 125-132.
  • Duffy, M. & Gotcher, J. M. (1996). Crucial advice on how to get the guy: The rhetorical vision of power and seduction in the teen magazine YM. Journal of Communication Inquiry, 20 (1), 32-48.
  • Lafky, S., Duffy, M. & Berkowitz, D. (1996). Looking through gendered lenses: Female stereotyping in advertisements and gender role expectations. Journalism Quarterly, 73 (3), 379-388.
  • Duffy, M. (1994). Ten prescriptions for surviving and thriving in the virtual organization. Public Relations Quarterly, 39 (2), 28-31.

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Updated: May 10, 2022