Juliana Fernandes, Assistant Professor in the Department of Strategic Communication, holds a Ph.D. in Mass Communication and a Master of Arts in Political Communication from the University of Florida.  She received her Bachelor of Arts in Journalism from Universidade do Vale do Rio dos Sinos in Brazil. Dr. Fernandes' research has been published in the Journal of Advertising, International Journal of Advertising, Journal of Current Issues in Advertising, Mass Communication & Society, Journal of Public Relations Research, Journalism, American Behavioral Scientist, American Journal of Media Psychology, and in several book chapters in edited collections. Her work has also been competitively selected for presentation at the AEJMC, the American Academy of Advertising, the Broadcast Education Association, and the American Political Science Association conferences. Dr. Fernandes' research interests focus on two areas: (1) uses and effects of negative information in persuasive communication messages and (2) how social and traditional media are used as a strategic tool during political campaigns.

Courses Taught

CAD114 - Principles of Advertising 
STC200 - Advertising Strategy Development 
CAD312 - Research Methods for Advertising
STC434 - Advertising Campaigns
CPR632 - Seminar in Public Relations and Political Campaigns


University of Florida; Ph.D. in Mass Communication, 2010

University of Florida; M.A. Political Campaigning, 2007

Universidade do Vale do Rio dos Sinos - Unisinos/Brazil; B.A. Journalism, 2002

Featured Publications

Kim, J. Y., Giurcanu, M., & Fernandes, J. (2017). Documenting the emergence of grassroots politics on Facebook: The Florida caseThe Journal of Social Media in Society6 (1), 5-41. *Lead paper 

Fernandes, J. & Shumow, M. (2016). Framing politics in transnational communities: Spanish-language immigrant media and election coverage in South FloridaJournalism: Theory, practice and criticism, 17 (8), 961-978. 

Segev, S., Fernandes, J. & Hong, C. (2016). Is your product really green? A content analysis to reassess green advertisingJournal of Advertising, 45 (1), 85-93. 

Sweetser, K. D., English, K., & Fernandes, J. (2015). Super PACs and strong relationships: The impact of digital interaction on the political organization-public relationshipJournal of Public Relations Research, 27 (2), 101-117. *Lead paper 

Segev, S., Fernandes, J., & Wang, W. (2015). The effects of gain vs. loss message framing and point of reference on consumer responses to green advertisingJournal of Current Issues & Research in Advertising, 36 (1), 35-51. 

Segev, S., Wang, W., & Fernandes, J. (2014). The effects of ad-context congruency on responses to advertising in blogs: Exploring the role of issue involvementInternational Journal of Advertising33 (1), 17-36.*Lead paper 

Fernandes, J. (2013). Effects of negative political advertising and message repetition on candidate evaluationMass Communication & Society16 (2), 268-291. 

Painter, D. L., Fernandes, J., & Miles, M. A. D. (2011). The effects of interest group advertising and partisan stereotypes on candidate races: Is same-sex marriage the defining civil rights issues of the new millennium? American Journal of Media Psychology(1-4), 63-79. 

Kaid, L. L., Fernandes, J., & Painter, D. (2011). Effects of political advertising in the 2008 presidential campaign. American Behavioral Scientist, 55 (4), 437-456. 

Fernandes, J., Giurcanu, M., Bowers, K. W., & Neely, J. C. (2010). The writing on the wall: A content analysis of college students’ Facebook groups for the 2008 presidential election. Mass Communication & Society, 13 (5), 653-675.