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- Associate Professor
- strategic communication, agricultural and natural resources communication, media effects, consumer psychology
- Journalism & Media Communication
Professor Abrams' expertise is at the intersection of strategic communication and food system and natural resources issues. Her work aids businesses, organizations, and government in developing practices and products in agricultural, food, and natural resources systems that balance scientific innovation with peoples’ values and attitudes, and leads to improved communication among stakeholders. More succinctly, it contributes to socially sustainable agricultural, food, and natural resources systems.
Most of her research focuses on three broad areas: food marketing communication models of influence, transparency and strategic communication in the agriculture industry, and, most recently, social marketing approaches to mitigating human-wildlife conflict in protected areas or for protected species. A focus on communication pertaining to animals/animal agriculture has been a dominant thread through all areas of her research, but she has branched into other topics as well. She often combines theories in human behavior change with those in communication and psychology. She currently is principle investigator projects funded by USDA-Animal and Plant Health Inspection Service, the National Park Service, and the National Oceanic and Atmospheric Administration.
She advises students with interests in public relations, advertising, and institutional communication, as well as those with interests specific to communication regarding food, agriculture, or natural resources. She uses survey, experimental, in-depth interview, focus group, and direct observation methods in her research. Beginning in January 2019, she began a 2-year editor position for the flagship journal for the agricultural communication discipline, the Journal of Applied Communications.
Prior to joining the department in August 2013, she was a faculty member in advertising and agricultural communication at the University of Illinois Champaign-Urbana. Her interests in agriculture come from her degrees in agricultural communication from Purdue University (B.S.) and the University of Florida (M.S., Ph. D.) where she became knowledgeable about the food system and passionate about food labeling, livestock issues, and communication issues facing our food system. Her professional experience is in web and graphic design and marketing research.
Abrams, K. M., Leong, K., Melena, S., & Teel, T. (2019). Encouraging safe wildlife viewing in national parks: Effects of a communication campaign on visitors’ behavior. Environmental Communication, 14(2), 255-270.
Abrams, K., & Soukup, C. (2017). Matching local food messages to consumer motivators: An experiment comparing the effects of differently framed messages. Journal of Applied Communications, 101(4). doi: 10.4148/1051-0834.1297 [Awarded "Article of the Year"]
Abrams, K. with Gaiser, T. (2016). Online focus groups. In N. Fielding, R. Lee, & G. Blank (Eds.), Handbook of online research methods (2nd ed.). London: Sage. pp.435-450.
Abrams, K. M., Wang, Z., Song, Y. J., & Galindo-Gonzalez, S. (2015). Data richness trade-offs between face-to-face, online audiovisual, and online text-only focus groups. Social Science Computer Review, 33(1), 80-96.
Abrams, K., Evans, C., & Duff, B. (2015). Ignorance is bliss: How parents of preschool children make sense of front-of-package visuals and claims on food. Appetite, 87. doi: 10.1016/j.appet.2014.12.100
Abrams, K., Zimbres, T., & Carr, C. (2015). Communicating sensitive scientific issues: The interplay between values, attitudes, and euphemisms in communicating livestock slaughter. Science Communication, 37(4). doi: 10.1177/1075547015588599
Abrams, K. (2015). Loss aversion and regulatory focus effects in the absence of numbers: Qualitatively framing messages on food labels. Journal of Applied Communications, 99(3). [Awarded "Article of the Year"]
JTC 211 Visual Communication
Covers: 1) How users see and interpret visual cues like color, shapes, depth, and movement. 2) Principles of effective design through understanding and applying visual theories. 3) The nuances of planning for and communicating with layout, typography, photography, video, and websites (including social media).
JTC 419 Food and Natural Resources Issue Comm
Covers how media and communication affects the beliefs and decisions people make when it comes to food and natural resources issues like climate change, conservation, gene editing, antibiotic resistance, and healthy eating. Students gain skills in science/media literacy and deepen their writing and critical thinking skills within the context of food and natural resources issues.
JTC 662 Technical and Science Communication
Objectives: Understand, broadly, what we currently know about the science of science communication. Identify and understand how to overcome challenges to science. Understand how the media landscape affects science communication. Analyze successes and failures in science communication. Understand the interplay of cognitive processing and science information. Analyze and further develop research in science communication.
JTC 793B Survey Methods in Media Research
Concepts and skills necessary for designing and carrying out surveys for conducting media and communication research.