by Avery Edenfield, Hailey Judd, Emmalee Fishburn, and Felicia Gallegos.
Students’ participation in relevant service learning can have a unique impact on their institution of higher education, if provided the opportunity. This article explores student-designed sexual misconduct prevention efforts taking place in an undergraduate project management course at one institution of higher education. We found that involving students in particular kinds of campus communication design and implementation simultaneously improved those efforts and offered students the opportunity to participate in impactful civic projects. In our article, we first examine the most common approach to sexual misconduct prevention, while considering its limitations. We then introduce a nontraditional collaboration—technical communication student involvement within prevention work—which resulted in new efforts. Finally, we illustrate how instructors can integrate similar collaborations.
Experience Report: Using a Hybrid Card Sorting-Affinity Diagramming Method to Teach Content Analysis
by Kristin Marie Bivens & Candice A. Welhausen.
In this teaching experience report, we describe a research experience for undergraduates (REUs) designed to cognitively support the work of two student research assistants (RAs) from a two-year college (2YC) on a funded project that involved analyzing user-generated content for an mHealth app. First, we suggest partnerships between two- and four-year institutions as a move toward REU equity because students from 2YCs are not typically afforded these opportunities. We then review the role of research in undergraduate learning and posit the importance of scaffolding to sequence cognitive leaps. Finally, we present the cognitive scaffolding we created and connect it to our hybrid card sorting affinity diagramming content analysis method.
Experience Report: Technical Content Marketing Along the Technology Adoption Lifecycle
by Scott A. Mogull.
This article provides an overview of technical content marketing and examines the audiences and messaging for technical product messaging, which differ from general consumer products. Notably, technical products, particularly those in innovative categories, require a varying marketing strategy throughout the technology adoption lifecycle as products appeal to customers with different attitudes towards technologies. Especially, content marketing for innovative technologies requires an understanding of the technical consumers’ (or audiences’) psychological motivations and needs, which have yet to be reviewed in the technical communication literature. In this article, the foundations of marketing innovative technical products are explored, with a specific focus on the messaging strategies as it changes to educate and persuade different categories of technology consumers during different phases of the technology adoption lifecycle. For new technical products and categories of products, the messages and channels of information evolve as the technical innovation progresses from the early market to a mainstream market, with both requiring adaptation to different audience segments and in response to emerging competitive pressures. For the majority of technical innovations, the technical content marketing strategy and messaging is a long-term investment for change to reach different consumer groups at the appropriate stage of the technical product life cycle.