Hodson, Jaigris

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https://hdl.handle.net/10170/905

Jaigris Hodson’s research specializes in using computer-assisted discourse and content analysis of large multimodal online and digital texts. She has published research in a wide range of academic publications including the Canadian Journal of Communication, Cultural Studies, Critical Methodologies and Loading… Journal of the Canadian Game Studies Association. She has also published in non-academic publications such as The Evolllution and spoke at TEDX Victoria 2012. She is currently working on two Social Sciences and Humanities Research Council funded research projects. The first examines the importance of soft skills for social science and humanities students, and the second focuses on Canadian social media use during election time.

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Communicating environmental research: Harnessing the power of curation
(Journal of Community Engagement and Scholarship, 2021) Dale, Ann; Clifton-Ross, Jaime; Jost, François; Hodson, Jaigris; Leighton, Hilary; Bernard, Mary
Never before has public communication of critical research, science, and knowledge on climate change and biodiversity loss been more important. The 2018 Intergovernmental Panel on Climate Change (IPCC) special report, Global Warming of 1.5 ºC, stated that we only have 12 years to limit the catastrophic effects of climate change, including extreme weather, flood, drought, and poverty. The 2019 Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services (IPBES) Global Assessment Report on Biodiversity and Ecosystem Services revealed that roughly 1 million species of plants and animals are threatened with extinction. Given these dire warnings, the threat of climate change and biodiversity loss have never been more relevant, considering the impact these unprecedented issues will have on human survival, health, and well-being. This paper describes the results of our study, which explores findings used to develop the practice of research curation, which found that adapting and applying museum engagement strategies, using art to communicate science, and applying social media content curation and marketing strategies in combination with social learning practices are key to successful knowledge mobilization. This article focuses primarily on the methodologies and results of three projects: an art and literary exhibit, a biodiversity conversation series, and a sustainability-themed Instagram account. Based on our experience and findings, we share the lessons learned that we believe are actional for other researchers with similar goals, in particular those who are communicating research on climate change and biodiversity loss.
Sustainability issue communication and student social media engagement: Recommendations for climate communicators
(Journal of Digital & Social Media Marketing, 2020) Hodson, Jaigris; Dale, Ann; Jost, François; Clifton-Ross, Jaime
This study explores the digital and social media information habits and preferences of students, particularly as they concern issues-based communication relating to climate change and sustainability. Researchers surveyed 203 undergraduate students studying a wide range of subject areas in a small Canadian liberal arts style university. Results were analysed using basic statistics to determine broad trends in social and digital media use among participants, their assessment of what kinds of content they found engaging online and their preferences relating to searching and sharing information on news and issues. Different environmental messages were also assessed by participants for whether they were engaging. Participants used a wide variety of platforms, in diverse locations, but demonstrated a tendency to use Google and YouTube most often to search for issues about which they cared. Respondents indicated a preference for image or video-based content, and also indicated that images and videos made a website more attractive. They generally reported not sharing news on social media, and tended to rate environmental messages with a problem-solution framework as most engaging. This study suggests that climate-change related issue marketing should favour YouTube and other video content, and should pay close attention to how environmental messages are presented in order to be most engaging to their target audiences.
COVID-19 misinformation in Canada: Report on survey findings to date
(Royal Roads University, 2020-05-31) Veletsianos, George; Hodson, Jaigris; Reid, Darren; Thompson, Christiani; Houlden, Shandell
This report synthesizes preliminary findings of several Canadian-focused surveys relating to COVID-19 and misinformation. It focuses on two specific areas: • the extent to which Canadians are exposed to COVID-19 misinformation online, and • the extent to which Canadians are believing misinformation.
Diversity in Canadian election-related Twitter discourses: Influential voices and the media logic of #elxn42 and #cdnpoli hashtags
(Journal of Information Technology and Politics, 2019) Hodson, Jaigris; Peterson, Brigitte
Using qualitative and quantitative content analysis of Twitter, this study examined 5,209 tweets with popular hashtags #elxn42 and #cdnpoli to determine what was discussed on the social media platform one week preceding the 2015 Canadian federal election. Searching for diversity-related issues, researchers asked whether diverse groups were represented among the most influential accounts. It also identified the most common topics shared, and whether the shared content represented democratic discussion. Finally, the study looked at how much election-relatedsharing among influencers conformed to a media logic or social media logic framework. Researchers found that Twitter use during the election campaign did not provide a level playing field for political discussion. Instead, data suggested individual celebrity users were more likely to be amplified than others. Despite this, however, it appears that issues that were relevant to diverse groups made it into the Twitter conversation, making up a meaningful portion of tweets related to the election. These findings suggest that if diverse voices were not retweeted, at least issues were still being discussed, and thus contradict the popular idea of online echo chambers on Twitter. KEYWORDS: Content analysis, Twitter, diversity, media logics, politics
An ecological model of climate marketing: A conceptual framework for understanding climate science related attitude and behavior change
(Cogent Social Sciences, 2019) Hodson, Jaigris
Climate change is a problem that will require cooperation across different levels of government, society, community and individual action. For this reason, communicating about climate change represents a distinct challenge for marketers. This review paper proposes an ecological solution to this challenge. Using the ecological model to guide climate communication efforts could increase marketing effectiveness. This paper proposes a series of questions that marketers can use to create messages, and it shows how the ecological model incorporates the best practices from the climate communication and public health literature on behavior and attitude change.

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