CURRICULUM VITAE

 

Olaf Werder                     Dept. of Media & Communic.                      10-Aug-17

Lecturer                             University of Sydney, Australia

 

Educational History:

Ph.D.        University of Florida, USA, 2002

Major:                               Mass Communications

Area of emphasis:                Mass communication and consumer response

Dissertation:                       Understanding Values and Attitudes toward Recycling:                                                                              Predictions and Implications for Communication Campaigns

Advisor:                            Marilyn S. Roberts

 

M.S.         University of Illinois, USA, 1994

 Major:                               Mass Communications

 Area of emphasis:                Advertising and media

 Thesis:                              Comprehensive exam option

 

B.B.A.  Universität Dortmund, Germany, 1992

                Degree:                              Diplom-Kaufmann (equivalent to Bachelor Bus.Admin.)

                Majors:                              International Marketing and Management.

 

Employment History:

Lecturer, Jan/11 – today, Dept. of Media & Communications, University of Sydney, Australia

Associate Professor, Aug/06 – Dec/10, Dept. of C&J, University of New Mexico, Albuquerque, NM, USA

Assistant Professor, Aug/02 – Jul/06, Dept. of C&J, University of New Mexico, Albuquerque, NM, USA

Assistant Instructor, Aug/99 – Jun/02, College of J&C, University of Florida, Gainesville, FL, USA

Senior Media Planner, Dec/96 – Jul/99, Publicis-Fallon McElligott, Minneapolis, MN, USA

Media Supervisor, Jul/94 – Dec/96, The Hively Agency, Houston, TX, USA

 

Professional Associations

International Association for Media & Communication Research

Australian Health Promotion Association

Australia & New Zealand Communications Association

International Communication Association

USDHHS Health Communication & Health, Member of Healthy People 2020 Forum

 

 

Links

Email:                   olaf.werder@sydney.edu.au

Web:                     http://sydney.edu.au/arts/media_communications/staff/olaf_werder.shtml

                            http://owerder.net/

LinkedIn:               http://www.linkedin.com/in/werder

Twitter:                 @owerder

 

 

Publications

 

Books:

 

Werder, O. (in preparation, 2018). Critical Health Communication. New York: Oxford University Press.

 

Werder, O. (2011). Understanding Responses to Social Issues Communication: A values-centered approach to attitudinal model explanations of individual behaviour. Saarbruecken, Germany: AV Akademikerverlag.

 

 

Articles in refereed journals:

 

Werder, O. (2017). Toward a Humanistic Model in Health Communication. Global Health Promotion, (Online First), doi: 10.1177/17579759166591224

 

Sussman, Andrew L., Montoya, C., Werder, O., Davis, S., Wallerstein, N. & Kong, A. (2013). An adaptive CBPR approach to create weight management materials for a school-based health center intervention. Journal of Obesity, Vol. 2013, (May), 2-12, doi: 10.1155/2013/978482.

 

Clark, A., & Werder, O. (2007). Analyzing International Radio Stations: A Systems Approach. International Communication Gazette, 69(5), 527-535.

 

Werder, O. (2007). Battle of the bulge: A comparison of obesity prevention campaigns in the United States and Germany. Obesity Reviews, 8(5), 451-457, doi: 10.1111/j.1467-789X.2007.00368.x.

 

Werder, O. (2006). Influences on the recycling behavior of young adults: Avenues for social marketing campaigns. Environmental Communication Yearbook 3, 77-96.

 

Werder, O. & Pérez, F. (2005). The Hispanic consumer market: A consumer behavior model approach. IMC Review – Journal of Integrated Marketing Communications, 4(1), 20-26.

 

Werder, O. (2005). Culture and corporate communication: The influence of values on media perceptions and reporting style of Coca-Cola’s reaction to the 1999 poison crisis in Europe In: M. Hinner (Ed.), Introduction to Business Communication, (Vol. 1, pp. 323-338). Frankfurt, Germany: Peter Lang.

 

Werder, O. (2004). ‘Truth’ and consequences: A review of three successful state tobacco control programs. In C. Gardner, J. Biberman, & A. Alkhafaji (Eds.), Business Research Yearbook: Global Business Perspectives, (Vol. 11, pp. 459-463). Saline, MI: McNaughton & Gunn.

 

Werder, O. (2002). Debating the Euro - Media Agenda Setting in a Cross-National Environment. Gazette – The International Journal for Communication Studies, 64(3), 219-233.

 

Werder, O., & Golan, G. (2002). Sharon wins: News Coverage and Framing of the 2001 Israeli Prime Minister Election in Ten Western Print Media. Global Media Journal, 1(1), 12-19.

 

 

Articles appearing as chapters in edited volumes:

 

Werder, O. (2014). Germany's Advertising Education (Ch. 16). In Richards, Jef I., & Bill I. Ross, (Eds.), Advertising education around the world, (pp. 210-215). Pittsboro, NC:  American Academy of Advertising.

 

Werder, O. (2009). Advertising Theories. In Karen Foss, Stephen Littlejohn (Eds.), Encyclopedia of Communication Theory, (pp. TBD). Thousand Oaks, CA: Sage.

 

Werder, O. (2009). Attitude Theories. In Karen Foss, Stephen Littlejohn (Eds.), Encyclopedia of Communication Theory, (pp. TBD). Thousand Oaks, CA: Sage.

 

Werder, O. (2009). Media Effects Theories. In Karen Foss, Stephen Littlejohn (Eds.), Encyclopedia of Communication Theory, (pp. TBD). Thousand Oaks, CA: Sage.

 

Werder, O. (2009). The Influence of Family, Peer and Media Communication on the Prosocial Behavior of Young Adults in Two Cultures. In: Yorgo Passadeos (Ed.), Variety in Mass Communication Research, (pp. 273-286). Athens, Greece: Atiner Publishing.

 

Werder, O. (2008). “Niche” and New Planning Approaches (Chapter 8). In M. Azarro (Ed.), Strategic Media Decisions, (2nd Ed.), (pp. 251-272). Chicago, IL: The Copy Workshop.

 

Werder, O. (2008). Standardization vs. differentiation – Cultural influences on English-language and Spanish-language TV advertising in the US. In: Pedro Rodrigues, Peter Neijens (Eds.), New Trends in Advertising Research, (pp. 85-100). Lisbon, Portugal: Silabo Publishing.

 

Werder, O. (2006). The global fight against obesity: A comparative analysis of media-related causes and prevention efforts. In: Yorgo Passadeos & Dimitra Dimitrakopoulou (Eds.), Mass Media Research: International Approaches, (pp. 111-122). Athens, Greece: Atiner Publishing.

 

Werder, O. (2006). Brewing romance: The romantic fantasy theme of the Taster’s Choice advertising campaign. In: Mary-Lou Galician & Debra Merskin (Eds.), Critical thinking about sex, love and romance in the mass media: Media literacy applications, (pp. 313-325). Mahwah, NJ: Lawrence Erlbaum.

 

 

Invited chapters published in conference proceedings:

 

Werder, O. (2012). Health literacy’s connection to health behavior and policy support. Proceedings of the World Association of Public Opinion Research (WAPOR), pp. 26-31.

 

Werder, O. (2011). Selling “the beautiful game”: Cultural influences on soccer apparel advertising. Proceedings of the Australian and New Zealand Communications Association Conference ANZCA, pp. 57-63.

 

Werder, O., Cotter, M., & Chadwick, C. (2007, April). The relative influence of fear appeals on consumer responses in commercial product campaigns. Proceedings of the 2007 Annual Meeting of the American Academy of Advertising, pp. 89-92.

 

Werder, O. (2006). Battle of the bulge: A comparative review of obesity prevention approaches in the U.S. and Germany. Proceedings of the 2006 CDC Diabetes Translation and Obesity Conference, pp. 155-156.

 

Werder, O., & Roberts, M. (2005). Generation Y’s consumer ethnocentrism: Implications for advertisers in a post September 11th world, Proceedings of the 2005 Annual Meeting of the American Academy of Advertising, pp. 87-88.

 

Werder, O. (2000). Retreat in Dunkirk – How Cultural Differences Impacted Coca-Cola’s Communications Strategy in Europe. Proceedings of the IAA Educators Conference, International Advertising Association, www.iaaglobal.org/iaagenerator.

 

 

Technical Reports:

 

Goggin, G., Campbell, A., Smith-Merry, J., Hutchinson, J., McKenzie, K., Ridout, B., and Werder, O. (2017). Evaluation of SANE Australia Thriving Communities project. Prepared for SANE Australia’s 2016 project, funded by the National Mental Health Commission (NMHC).

 

Oetzel, J., McDermott, V., Werder, O., An, Z (2008). Report on attitudes toward behavioral health: Development of a baseline survey. Prepared for New Mexico Behavioral Health Collaborative, NM Human Services Department.

 

 

Other writings:

 

Werder, O. (2004). Book Review: The Choice Modelling Approach to Environmental Valuation, J. Bennett & R. Blamey (Eds.) in Natural Resources Journal, Vol. 44(3), 921-924.

 

Werder, O. (2004). Book Review: Economic Growth and Valuation of the Environment: A Debate, E.C. van Ierland, J. van der Straaten, & H. Vollebergh (Eds.) in Natural Resources Journal, Vol. 44(1), 332-335.

 

Werder, O. (1995, May). Savvy Internet Advertising. DBA Magazine: The Houston business publication Houston, TX, pp. 15-16.

 

 

Conference Papers and Presentations

 

Refereed presentations:

 

Werder, O. (2017, July). Connecting with Killer Apps – Can Digital Health Communication Overcome Health Resistant Behaviour. International Association for Media & Communication Research, Cartagena, Colombia.

 

Holland, K. & Werder, O. (2017, July). Analysing obesity prevention campaigns through the lens of social practices, healthism and resistance. Annual conference of the Australian and New Zealand Communication Association, Sydney, Australia.

 

Werder. O. (2017, April). Brave New World: Digital Technology and Health Communication. World Congress on Public Health, Melbourne, Australia.

 

Werder, O. (2016, July). Addressing the Issue of Health Resistance - A Communication Model. International Association for Media & Communication Research, Leicester, UK.

 

Werder, O. (2015, August). Learning from health resistance: A new framework for health communication and promotion. International Association for Media & Communication Research, Montreal, Canada.

 

Werder, O. (2014, September). The translation gap: Updates on health communication. First annual Conference of Health Communication in China, Shanghai.

 

Werder, O. (2014, July). Balancing 21st century skill and critical thinking: Simulation as a teaching practice. International Association for Media & Communication Research, Hyderabad, India.

 

Werder, O. (2013, June). A participatory approach to adolescent obesity prevention communication – Insights from the ACTION project. International Association for Media & Communication Research, Dublin, Ireland.

 

Werder, O. (2013, July). Brave new world – A new paradigm for public relations’ power in the network society. Annual conference of the Australian and New Zealand Communication Association, Fremantle, Australia.

 

Werder, O. (2013, July). Engagement through play to bridge barriers in student learning. Annual conference of the Australian and New Zealand Communication Association, Fremantle, Australia.

 

Werder, O. (2012, November). Sustainability Communication – PR’s Chance to Engender Social Change. World Public Relations Forum, Melbourne 2012.

 

Werder, O. (2012, June). Health literacy’s connection to health behavior and policy support. World Association of Public Opinion Research WAPOR, Hong Kong.

 

Werder, O. (2012, June). Convince or engage: Improving social marketing to sustain desired health outcomes. Biannual International Social Marketing Conference, Brisbane, Queensland, Australia.

 

Werder, O., (2011, July). Selling “the beautiful game”: Cultural influences on soccer apparel advertising. Annual conference of the Australian and New Zealand Communication Association, Hamilton, New Zealand.

 

Werder, O., (2011, June). An exploration of strategic communication: Are PR and advertising a match made in heaven or an odd couple International PR conference Meeting-Com, Barcelona, Spain.

 

Werder, O. (2008, November). Message features in PSAs and commercial TV ads: A preliminary exploration. Annual conference of the National Communication Association, San Diego, CA.

 

Werder, O. (2008, May). The influence of family, peer and media communication on the prosocial behavior of young adults in two cultures. 6th international conference on Communication and Mass Media of the Athens Institute for Education and Research, Athens, Greece.

 

Miramontes, V., & Werder, O. (2008, February). Consumer responses to conventional versus alternative medicine advertising: The case study of diet supplements. Annual conference of the Western States Communication Association, Denver, CO, February 2008[1].

 

Werder, O. (2007, August). A value-centered approach to social communication campaigns: Improving the interpretive ability of attitudinal models. Association for Education in Journalism and Mass Communication, Washington, DC, August 2007.

 

Werder, O. (2007, June). Standardization vs. differentiation: Cultural influences on English-language and Spanish-language TV advertising in the U.S. 6th International Conference on Research in Advertising (ICORIA), Lisbon, Portugal.

 

Werder, O., Cotter, M., & Chadwick, C. (2007, April). The relative influence of fear appeals on consumer responses in commercial product campaigns. American Academy of Advertising, Burlington, VT.

 

Werder, O. (2006, August). Romance in coffee ads: A critical approach for studying the interaction between values and advertising myths. Association for Education in Journalism and Mass Communication, San Francisco, CA, August 2006.

 

Werder, O. (2006, May). The global fight against obesity: A comparative analysis of media-related causes and prevention efforts. 4th international conference on Communication and Mass Media of the Athens Institute for Education and Research, Athens, Greece.

 

Werder, O. (2006, May). Battle of the bulge: A comparative review of obesity prevention approaches in the US and Germany. 2006 CDC Diabetes Translation and Obesity Conference, Denver, Colorado.

 

Werder, O. (2005, November). Communication, culture and the family: Influences on Anglo and Hispanic college students’ food consumption. National Communication Association, Boston, MA.

 

Werder, O. & Perkins, S. (2005, August). Celebrity endorsers and Generation Y: New insights for advertisers. Association for Education in Journalism and Mass Communication, San Antonio, TX, August 2005.

 

Werder, O., & Roberts, M. (2005, April). Generation Y’s consumer ethnocentrism: Implications for advertisers in a post September 11th world. American Academy of Advertising, Houston, TX.

 

Werder, O. (2005, February). Romantic relationships in advertising: The Taster’s Choice advertising campaign. Western States Communication Association, San Francisco, CA.

 

Werder, O. (2004, March). ‘Truth’ and consequences: A review o three successful state tobacco control programs and implications for policy and research. International Academy of Business Disciplines, San Antonio, TX.

 

Werder, O. (2003, November). An examination of factors influencing the recycling behavior of Generation Y, Environmental Communication Division. National Communication Association, Miami, FL.[2]

 

Clark, A., & Werder, O. (2003, October). Analyzing International Radio Stations – A Systems Approach. Annual meeting of Global Fusion, Austin, TX.

 

Werder, O., & Pérez, F. (2003, August). Latino Consumer Behavior and Acculturation: A Communication Model. Association for Education in Journalism and Mass Communication, Kansas City, MO.

 

Werder, O. (2003, August). America strikes back – A comparative content analysis of the New York Times coverage of U.S. policy after Pearl Harbor and 9/11. Association for Education in Journalism and Mass Communication, Kansas City, MO.

 

Werder, O., & Golan, G. (2001, October). News Coverage and Framing of the 2001 Israeli Prime Minister Election in Western Print Media, Annual meeting of Global Fusion, St. Louis, MO.[3]

 

Werder, O. (2001, September). A Channel Apart – How British and German Print Journalists Report the News. World Association for Public Opinion Research, Rome, Italy.

 

Werder, O., & Jung. J. (2001, May). Olympic-size Comments – A Comparative Analysis of the Television Coverage of the Opening Ceremonies in Korea and the U.S. International Communication Association, Washington D.C.

 

Werder, O. (2000, October). Retreat in Dunkirk – How Cultural Differences Impacted Coca-Cola’s Communications Strategy in Europe. 9th World Education Conference of the International Advertising Association, Miami, FL.

 

Werder, O. (2000, August). The European Press and the Euro - Media Agenda Setting in a Cross-National Environment Association for Education in Journalism and Mass Communication, Phoenix, AZ.

 

 

Invited presentations/keynotes:

 

2016, July              “A Humanistic Approach to Health Communication?” Keynote at the Advances in Health Narratives Symposium, Augsburg, Germany.

 

2011, October         “Convince or Engage—Can Social Marketing Sustain Desired Health Outcomes?” Presented at International Social Marketing Symposium, University of Sydney.

 

2011, October         “Communicating about infectious disease and prevention: Exploring the social ecological model.” Presented at Marie Bashir Institute Annual Colloquium, University of Sydney.

 

2011, October         “A participatory approach to (health) communication research: Communities as partners, not subjects.” Presented at Department of Media & Communications, Media @ Sydney Speaker Series.

 

2004, May             “Presenting with PowerPoint – Pros and Cons” Presented at a CASTL-sponsored faculty workshop, University of New Mexico.

 

2006, July              “How to put together a conference presentation and poster,” Presented at the Summer Workshop of the McNair/ROP Program, University of New Mexico.

 

2006, Aug.             “Research methods approaches,” New Graduate Student Orientation, Department of Communication & Journalism, University of New Mexico.

 

2008, February        “Course projects as a real-world simulation: Preparing students for life after college in advertising campaigns” Presented at a “Success in the classroom”, 3rd Annual UNM Community Conference for Faculty by Faculty, University of New Mexico.

 

Research Funding

 

2016-17                 SANE Australia

Title: Building Thriving Communities Intervention Evaluation

Awarding Agency: SANE Australia

Amount: $65,000

 

2015-17                 SLAM Research Support Scheme Grant

Project: Effectiveness of health apps

Awarding Agency: School of Literature Art & Media, University of Sydney

Amount: $2,500

 

2015-16                 Charles Perkins Centre Incubator Fund

Project: Start-up for Health Humanities Research Network

Awarding Agency: Charles Perkins Centre, University of Sydney

Amount: $2,000

 

2014-16                 Faculty Research Support Scheme (FRSS) Grant

Project: Exploring systemic difficulties in converting obesity prevention research into effective intervention strategies.

Awarding Agency: Faculty of Arts & Social Sciences, University of Sydney

Amount: $6,000

 

2012-14                 Sydney Research Networks Scheme

Project: Infrastructure grant and research incubator for Sydney Infectious Disease and Biosecurity Network (now: Marie Bashir Institute)

Awarding Agency: University of Sydney

Amount: $250,000

Principal Investigator: Tania Sorrell

 

2008-10                 Adolescents Committed To Improvement of Nutrition and physical activity (ACTION)

                            R21-HL092533-0 and M01-RR000997

Project: A culturally relevant and age-appropriate obesity intervention for School-Based Health Centres to help decrease the risk of adolescent metabolic syndrome development.

Awarding Agency: NIH/NHLBI (R21) and NIH/ NCRR (M01)

Amount: US$175,000

Principal Investigator: Alberta Kong, M.D., M.P.H.

 

2009-10                 The New Mexico Women’s Health Mobile Unit

Project: Exploration of the use of a mobile mammography van serving underserved populations (women) to enhance doctor-patient and doctor-"system" communication about breast-cancer prevention and trigger increased use by low-income women.

Awarding Agency: American Cancer Society

Amount: US$72,750

Principal Investigator: Melanie Royce, M.D.

 

2007-08                 Evaluating the NM Mental Health Stigma Reduction Campaign

Project: Evaluation design and data analysis of a planned mental health stigma campaign

Awarding Agency: Behavioural Health Services Division, NM Human Service Department

Amount: US$75,000

Principal Investigator: John Oetzel, PhD, M.P.H.

 

2008                     Culture’s influence on health policy: A systemic analysis of health literacy levels in Denmark and the United States.

Project: An examination of the culture-boundedness of health literacy problems

Awarding Agency: Research Allocation Committee, University of New Mexico

Amount: US$6,200

 

2008                     University of Southern Denmark Teaching/Research Collaboration Exchange Travel Grant.

Project: Health communication from the Danish and US perspectives: A joint teaching and practice approach

Awarding Agency: Office of International Programs and Studies, University of New Mexico

Amount: US$1,500

 

2005-06                 Fear appeal advertising and consumer response.

Project: The effects of fear appeal messages on the multidimensional structure of arousal, attitude, and behavioural intention of consumers

Awarding Agency: Research Allocation Committee, University of New Mexico

Amount: US$4,000

 

Brief Summary of Prior External Engagement Experience

 

I have been a contributor/collaborator on a few funded projects, which included external partners. Those include (see the research funding list above) the Australian SANE project, the SyRENS network scheme (which included industry partners), the NIH-funded ACTION project, and the New Mexico Behavioural Health initiative.

 

I also worked with non-academic partners on a few conference papers and published manuscripts.

 

However, my experience as lead-researcher on projects involving external partners is to date limited as most of my collaborations have been with academic colleagues, both local and international.

 


[1] Top Four Papers in Health Communication, WSCA Health Communication Division

[2] Top Debut Paper in the Environmental Communication Division

[3] Top Two Paper in the Student Division