Dr Petya Eckler
Lord Hope Building
Tel : +44 (0)141 444 8321
Petya Eckler teaches Journalism Portfolio and runs journalism workshops for first year students at the JCW programme. Prior to joining University of Strathclyde, she was an assistant professor at the School of Journalism and Mass Communication at University of Iowa.
She studies health communication and social media, international and strategic communication. Petya has examined health-related peer-to-peer communication through online platforms and how it influences health attitudes and outcomes. Lately, she has also looked at how hospitals in the United States use social media and how metropolitan newspapers in the American Midwest cover rural health. In the international communication field, she has surveyed journalists about the media coverage of natural disasters and conducted content analyses on cross-cultural topics. In the area of strategic communication, Petya has worked to redefine viral advertising and has studied the cognitive and emotional processing of “window” shopping online.
Her work has appeared in the journals Journal of Media and Communication Studies, Journal of Interactive Advertising, PM&R [Physical Medicine & Rehabilitation], Communication Yearbook, Journalism, Communication Studies and the books Media Psychology and Health Communication in the New Media Landscape.
Petya’s professional experience includes working as an assistant editor, managing editor, health writer, reporter, and copy editor for various publications in the United States and Bulgaria, and as a public relations coordinator at the American University in Bulgaria.
Petya has received her master’s and doctoral degrees from the Missouri School of Journalism and her bachelor’s degree from the American University in Bulgaria.
Petya welcomes enquiries from new research students in any of her areas of publication: health communication, social media, strategic communication and international communication.
Ni Zhang, Shelly Campo, Kathleen Janz, Petya Eckler, Jingzhen Yang, Linda Snetselaar, Alessio Signorini. (2013). Electronic Word of Mouth on Twitter about Physical Activity in the United States: Exploratory Infodemiology Study. Journal of Medical Internet Research, 15(11), e261.
Kevin Wise, Saleem Alhabash, Petya Eckler. (2013) “Window” Shopping Online: Cognitive and Emotional Processing of General and Specific Product Windows. Journal of Interactive Advertising, 13 (2), p. 88-96.
Petya Eckler and Yusuf Kalyango Jr. (2012). Cross-national content analysis of the coverage of the 2008 Russia-Georgia conflict. Journal of Media and Communication Studies, 4(3), p. 35-45.
Petya Eckler and Paul Bolls. (2011). Spreading the virus: Emotional tone of viral advertising and its effect on forwarding intentions and attitudes. Journal of Interactive Advertising, 11(2), p. 1-11.
Yusuf Kalyango Jr. and Petya Eckler. (2010). Media performance, agenda building, and democratization in East Africa. Communication Yearbook 34, p. 355-389.
Yusuf Kalyango Jr. and Petya Eckler. (2010). International journalists’ expectations from the U.S. media coverage of Hurricane Katrina. Journalism, 11(3), p. 277-292.
Petya Eckler, Gregory Worsowicz, J. Wesley Rayburn. (2010). Social media and healthcare: An overview. PM&R [Physical Medicine & Rehabilitation], 2(11), 1046-1050.
Kevin Wise, Petya Eckler, Anastasia Kononova, Jeremy Littau. (2009). Exploring the hardwired for news hypothesis: How threat proximity affects the cognitive and emotional processing of health-related print news. Communication Studies, 60(3), p. 268-287.
Petya Eckler and Shelly Rodgers (2014). Viral Advertising: A Conceptualization. In H. Cheng (Ed.). The handbook of international advertising research. Wiley-Blackwell.
Petya Eckler and Erin O’Gara. (2011). Health communication. In G. Brewer (Ed.), Media psychology (p. 28-47). Basingstoke, UK: Palgrave Macmillan.
Petya Eckler and Shelly Rodgers. (2011). Viral marketing on the Internet. In J. Sheth & N. K. Malhotra (Eds.), Wiley international encyclopaedia of marketing, vol. 4, Advertising and Integrated Communications. West Sussex: John Wiley & Sons.
Petya Eckler, Gregory Worsowicz, Katherine Downey. (2009). Improving physician-patient communication. In J. Parker and E. Thorson (Eds.), Health communication in the new media landscape (p. 283-302). New York, NY: Springer Publishing Company.
Selected recent conference presentations
Ellen Paasch, Petya Eckler, Yusuf Kalyango Jr. Facebook Use, Disordered Eating and Body Image in College Women. Paper presented at the annual meeting of the International Association for Media and Communication Research (IAMCR), June 2013, Dublin, Ireland,
Ni Zhang, Shelly Campo, Kathleen Janz, Linda Snetselaar, Petya Eckler, Jingzhen Yang. Buzz on Social Network Sites to Promote Leisure-Time Physical Activity among College Students: Fad or Fabulous? Poster presented at the annual meeting of the American Public Health Association (APHA), October 2012, San Francisco, CA.
Petya Eckler, Rauf Arif, Erin O’Gara. Use of Social Media by U.S. Hospitals: Benefits and Challenges. Paper presented at the annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2012, Chicago, IL. (Third place faculty paper in ComSHER Division).
Julie Andsager and Petya Eckler. Hard Times in The Heartland: How Metropolitan Midwest Newspapers Cover Rural Health. Paper presented at the annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2012, Chicago, IL.
Erin O’Gara, Stanley Berberich, Pat Blake, Petya Eckler. Baby’s First: An Educational Video in Newborn Screening. Poster presented at the annual meeting of the Association of Public Health Laboratories, May 2012, Seattle, WA.
Petya Eckler, Julie Andsager, Erin O’Gara. Smokers Talking to Smokers about Quitting: Online Consumer Reviews of Cessation Products. Paper presented at the annual conference of the International Communication Association (ICA), May 2012, Phoenix, AZ.
Petya Eckler. Online Consumer Reviews of Smoking Cessation Products: Implications for Public Health. Paper presented at the annual meeting of the American Public Health Association (APHA), October 2011, Washington, DC.
Petya Eckler. Electronic Word of Mouth about Smoking Cessation: Effects of Valence, Extremity and Appeal. Paper presented at the annual conference of the American Academy of Advertising (AAA), April 2011, Mesa, AZ.
Petya Eckler and Shelly Rodgers. Viral Advertising: A Conceptualization. Poster presented at the annual conference of the Association for Education in Journalism and Mass Communication (AEJMC), August 2010, Denver, CO.
- “’Putting Babies First’ video.” Jan. 2012 – August 2012. Co-investigator.
Sponsor: Genetic Alliance, $14,936.
The goal of the grant was to complete, distribute and promote a 15-min. training video for phlebotomists and neonatal nurses about completing successful heel-prick tests and collecting blood samples from new-borns. Distribution and promotion were through online means and social media.
- “Mobilizing Tomorrow’s Leaders for a Smoke-Free Missouri.” Jan. 2007 – May 2010. Research Assistant.
Sponsor: Missouri Foundation for Health, $2.6 million for three years, renewed for another three years and additional $3.1 million.
The goal of the grant was to use existing university infrastructures to mobilize student leaders who would influence communities’ health agendas to reduce tobacco use and increase tobacco control across Missouri. Petya’s role was to support the execution of a health communication campaign aimed at promoting smoking prevention and cessation, and tobacco control.
- Health Communication Research Center. June 2004 – March 2008. Research Assistant.
Sponsor: National Cancer Institute, $580,811 for five years.
The goal of the grant was to reduce cancer incidence and mortality among African-Americans by seeking to enhance news coverage of disease prevention and control through the creation of a specialized news bureau. Petya’s role was to conduct a content analysis of cancer stories in mainstream and African-American newspapers.