SU's Egan, Sharma Publish on Communication for Millennials

SALISBURY, MD---How has advertising changed now that traditional television content is available on digital and mobile devices?

Drs. Chrys Egan and Andrew Sharma of Salisbury University’s Communication Arts Department tackle that question with a chapter in the recently published book Communication Basics for Millennials — Essays on Communication Theory and Culture, edited by Kathleen Roberts of Duquesne University.

Their chapter, “Hashtag TV Advertising: The Multistep Flow of Millennial Television Usage, Advertising Commercial Viewing and Social Media Interaction,” explores the Multistep Flow Model. That model examines how messages overflow from the mass media into interpersonal conversations with influential people, shaping public opinion.

For instance, an advertisement that originates on television may continue onto social media platforms such as Facebook, Twitter and Instagram via embedded hashtags, key words and links.

This helps generate discussion on social media, reflecting the millennial values and attitudes layered within the programs and commercials. Values are validated, challenged or propagated through conversations to form the basis for the millennial worldview, according to Egan and Sharma.

For more information call 410-543-6030 or visit the SU website at www.salisbury.edu.