About Me

My journey as a communication scholar began with my undergraduate study of film, where I analyzed storytelling within cultural, historical, and global contexts. This process honed my analytical skills as I examined how filmmakers' choices shape audiences' emotional experiences, influenced by the historical and societal conditions of a film’s production. I was particularly fascinated by how filmmakers evoke strong pathos through techniques such as light and shadow, diegetic sound and silence, and pacing in the editing process.

Transitioning from an audio-visual consumer to a producer, I applied my audience insights to content layout. In graphic design school, I not only learned the skills to communicate in a variety of visual/audio mediums, but also how to use the tools to capture and manipulate content. I am pursuing Gonzaga University’s Master of Arts in Communication and Leadership Studies (COML) program to develop a critical mindset akin to filmmakers. This ongoing experience continues to shape my ability to ethically leverage data-driven marketing strategies. My passion for cinema continues through my exploration of the use of motion pictures to market ideas and products to the masses. My education in film analysis, graphic design, and communication studies has shaped my ability to critically assess and ethically utilize data-driven strategies in marketing and media.

The Visual Data Communication course exposed me to new ways of thinking about data with new tools to visually translate information, which changed the way I create and examine metric presentations in my professional life. Through this new perspective, I discovered that creating effective visual presentations requires more than aesthetic appeal; it demands a deep understanding of how audiences interpret information. For example, I learned to ask myself, “Will my audience understand the information the data is showing?” Additionally, the course allowed me to apply my graphic design skills with communication theory as I thought about the visual appeal and how the audience may interpret the messages.

As technology evolves, artificial intelligence is reshaping how marketers engage consumers and how we consume media. I enrolled in the AI Communication course to understand how to ethically use the technology as a marketer. At first, I approached the subject with curious hesitation fueled by the stigma that artificial intelligence was something to fear. Yet, as I researched the rising technology, I developed a new mindset, one that no longer viewed a machine capable of malicious intent but saw the humans and data that trained the machine. I realized AI can never be truly neutral due to inherent biases. Data scientist Cathy O'Neil’s explanation—"[AI needs] data, what happened in the past, and a definition of success, the thing you are looking for and often hoping for” (2017, 0:39)—inspired my deep dive into big data collection and usage. I explored the benefits big data has on marketers to deliver personalized messaging to consumers at scale. However, in the Digital Surveillance, Algorithm, & Ethics course, I also explored the unsettling reality of companies profiting from individuals’ data. Yet, digital conveniences, content democratization, and affordability increase our willingness to participate. The passive nature of data collection and assumed mutual benefit further encourage participation. Despite the trade-offs of digital convenience, I concluded that, as a marketer, I must handle data transparently and ethically.

Bringing together my interests in data and media engagement, I analyzed Netflix as a case study of how digital service providers deploy algorithms to personalize content recommendations. This research highlighted the biases present in data-driven marketing, such as Netflix’s use of demographic-based title graphics. My studies in the COML program have not only reinforced my understanding of film and television as communication tools but also expanded my awareness of how marketers sustain consumer engagement through motion pictures. A key insight I carry forward is the strategic power of withholding information as a means of storytelling and marketing.

My journey as a communication scholar has been shaped by an evolving understanding of film, media, and data-driven marketing. Through the study of film analysis, graphic design, and communication theory, I have developed a critical lens for interpreting and ethically utilizing storytelling techniques. Exploring AI and big data has deepened my awareness of the complexities of digital media and consumer engagement. As I continue this journey, I remain committed to applying these insights to create transparent, ethical, and impactful communication strategies that foster meaningful connections between media and its audiences.

Reference

O'Neil, C. (2017, April). The era of blind faith in big data must end [Video]. TED Conference. https://www.ted.com/talks/cathy_o_neil_the_era_of_blind_faith_in_big_data_must_end?subtitle=en