Bob Sparks, University of British Columbia
Kinesiology
Professor
Vancouver, British Columbia
res@interchange.ubc.ca
Office:
(604) 822-9050
Expert In
Bio/Research
Dr. Sparks’ research interests span the areas of mass communication, popular culture, and public health, with particular emphasis on the processes of social communication in advertising and the mass media, and theories and methods in audience research and reception analysis. In previous research,...
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Bio/Research
Dr. Sparks’ research interests span the areas of mass communication, popular culture, and public health, with particular emphasis on the processes of social communication in advertising and the mass media, and theories and methods in audience research and reception analysis. In previous research, he has examined the information needs and priorities of sports journalists, the audience strategies of all-sports cable television, active lifestyle messages in consumer brand advertising, and youth awareness of tobacco marketing and sponsorship. Ongoing research he is conducting examines the impacts of the Web on Canadian news reporting, the communications practices of Canadian national sport organizations (Olympic sports), and the effects of peer cultures on youth interpretations of the mixed messages about smoking in their daily lives.
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