IN THIS ISSUE

First Person Public relations and advertising master’s student Michelle Perez discovers more about her profession and herself.

Swipe Right Students engage with industry professionals at some of the world’s most transformative organizations during Maymesters across the country.

Listen In The Annenverse tackles the new shape of work with communication scholars Marlon Twyman II and Casey S. Pierce.

FIRST PERSON

A Vivacious Heart

BY MICHELLE PEREZ  |  ILLUSTRATIONS BY ANDREA CIRA

The world map plastered on my bedroom wall is a reminder of what I yearn for most: travel. The allure. The unpredictability. The adventure.

So, when I first saw the “Annenberg in Mexico City Spring Break Immersion” poster in the corridor of ASC, I felt it in the pit of my stomach. It felt like fate. I knew I had to join that cohort and submitted my application. 

As soon as I read “congratulations” in the email two months later, I danced all over my apartment to Alejandro Fernández’s “Como Quien Pierde Una Estrella.” This was it. Not only was I going to be studying abroad for the first time, but I was also going to one of the most beautiful and vivacious cities in the world. Four short months later, I was on a flight from LAX to Mexico City.

“Bienvenida a la Cuidad de México,” the passport agent said as he stamped my passport at Aeropuerto Internacional Benito Juárez. Those words set my mind abuzz with a multitude of questions. 

What will the streets look like? What will I eat? Will I have the chance to visit all of the sites I have saved on my notes app? Did I bring comfortable walking shoes? How soon can I have chilaquiles? Where will I have chilaquiles? What will it be like to walk through the corridors of the Disney offices? What will Edelman look like? How will I feel coming out of this trip?

Once at our hotel, we quickly settled into a routine. Each day, we woke up early and enjoyed coffee, conchas and fruit before heading out to company visits with TV Azteca, Edelman, Ocesa, Grupo ACIR, the Mexico Supreme Court, and the U.S. Embassy. For every visit, we toured the offices, were told what the average workday looks like, dined, and had plenty of time to ask questions. The blend of our students and the executives at all of the companies felt seamless. We got to chat and crack jokes with each other as if we were actual co-workers. 

My favorite was The Walt Disney Company. The vibrancy of Disney’s films and parks is reflected in its offices and its inspiring cast members. We learned about how to target audiences effectively, the importance of working closely with influencers to help with media exposure, and even got a peek into what Disney is like from a corporate communications lens. 

“As a Latina graduate student pursuing a master’s degree in public relations and advertising, the trip served as a reminder to keep striving for success in my field and also to recognize the beauty of changing my surroundings.”

MICHELLE PEREZ

In between company visits, we had a little wiggle room to sightsee. We bought masks and went to a Lucha Libre, visited Frida’s Blue House in Coyoacán, viewed a Pumas soccer game at the Estadio Olímpico Universitario, and rode a boat through the Floating Gardens of Xochimilco.

Throughout the trip, there were numerous moments when I paused and felt gratitude and pride in being Mexican American. Mexican culture is infused with beauty, liveliness and richness. Every moment in Mexico City felt riveting. The country inspired me and also gave me new dreams to fulfill.

When I came back to my apartment in Los Angeles, I had a new glimmer in my eyes. My skin was a shade tanner; my purse was filled with pesos; I had plenty of new stories to tell. I felt a new eagerness. I felt a jolt to become like some of the professionals I met during the company visits — hardworking and dedicated. It motivated me to keep pursuing my passion for public relations and apply to the companies we visited. Additionally, it made my love for Mexico grow more.

That night, I vowed that I would dedicate the next few years of my life to experiencing more parts of Mexico. Embarking on the Spring Break Immersion felt like a touch of destiny, combining my Mexican-American roots with my zeal for public relations.

As a Latina graduate student pursuing a master’s degree in public relations and advertising, the trip served as a reminder to keep striving for success in my field and also to recognize the beauty of changing my surroundings. My first trip to Mexico City was unforgettable, and it certainly won’t be my last.

SWIPE RIGHT

USC Annenberg Maymester programs offer students the opportunity to connect with media, public relations and communications professionals from coast to coast. Here’s what students and industry hosts alike from New York City, Washington, D.C., and Los Angeles had to say about their experiences.

In Our Own Words

Through a collaborative research course, we help bridge the gap between brands and Gen Z.

BY SAMANTHA CARPINTERO AND FERNANDO CIENFUEGOS

For companies hoping to successfully market their brands — whether they’re just entering the marketplace or already a household name — research is crucial to anticipating emerging trends, understanding the “what” behind the forces that shape culture and conversation, and learning from the minds behind the “why.”

Many of those minds are Gen Z, who make up 40% of global consumers. So, last year, when we first encountered the opportunity to take a new course, led by professor Matthew Le Veque and industry experts at Acceleration Community of Companies (ACC), we were immediately drawn to the prospect of engaging in dynamic research strategy within a market poised to be dominated by Gen Z.

We, along with a dozen other public relations and advertising master’s students, embarked upon a months-long collaborative research program, collectively dubbed the USC Annenberg X ACC Think Tank. We met at varied times in an “internship” format and style: brainstorming, discussing macro-themes in breakout groups, presenting research results to ACC leadership, and developing strategies and assets.

We saw this program as a tremendous opportunity to collaborate with experts, delve into our own generation’s perspectives and uncover what Gen Z truly desires as consumers. Through this initiative, we aimed to bridge the gap between brands and Gen Z, fostering meaningful connections and ensuring that brands can effectively meet our expectations and thrive in the evolving market.

The result of our efforts is a new report released by ACC titled “Unveiling Gen Z: What They Want You to Know in Their Own Words.” Some of the key learnings we helped uncover include Gen Z’s embrace of multiple identities beyond traditional identity markers, their penchant for satirical marketing, how they’ve expanded the concept of the “third place,” and the significant influence social currency has on purchasing decisions.

More >

‘Born in the USA’ Turns 40

Consider why the anthem remains one of Bruce Springsteen’s most misunderstood songs.

BY DIANE WINSTON

Elton John, Adele and R.E.M. did it. So did Rihanna and the Rolling Stones. If Donald Trump tried to use her music, Taylor Swift would likely do it, too

Many musicians have said “no” when politicians try using their music for campaigning. But Bruce Springsteen may be the most famous naysayer of all.

In September 1984, Springsteen’s “Born in the U.S.A.” was atop the charts, and Ronald Reagan, running for reelection against Walter Mondale, told a New Jersey audience that he and the singer-songwriter shared the same American dream.

Springsteen disagreed.

Three days later, performing in Pittsburgh, Springsteen spoke about his version of that dream.

“In the beginning, the idea was we all live here a little bit like a family where the strong can help the weak ones, the rich can help the poor ones. You know, the American dream,” he said in between songs.

“I don’t think it was that everybody was going to make a billion dollars but that everybody was going to have an opportunity and a chance to live a life with some decency and some dignity.”

June 4, 2024, marks the 40th anniversary of “Born in the U.S.A.,” Springsteen’s top-selling album. In my recent book, Righting the American Dream: How the Media Mainstreamed Reagan’s Evangelical Vision, I describe the president’s attempt to use Springsteen’s lyrics to support that vision, which included cutting welfare, boosting the military and ending abortion — all positions dear to the religious right.

Springsteen had a different vision, and Reagan’s attempt to co-opt it spurred the singer to be more explicitly political in his words and actions.

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Beyond the Headlines

TheWrap creates reporting fellowship exclusively for USC Annenberg grads.

Her pop culture obsession, entertainment industry knowledge and the ability to tell compelling stories are just a few reasons why Tess Patton was selected to be the inaugural recipient of the TheWrap Reporting Fellowship. 

TheWrap established the new reporting fellowship with USC Annenberg to mark its 15th anniversary. The fellowship provides a talented rising journalist with hands-on experience in editorial mastery, production techniques and news-gathering skills essential for success in today’s competitive digital journalism environment. 

Based in TheWrap’s Los Angeles office, Patton will spend a year working full-time as a reporter covering a broad range of stories. She will receive daily assignments and training to develop her reporting, writing, research and multimedia skills alongside TheWrap’s journalists. 

An Alabama native, Patton originally enrolled at USC as a theatre major, but after taking journalism classes she found a love for storytelling at USC Annenberg. She later served as a producer and anchor at Annenberg TV News as well as Annenberg Media’s executive editor, managing a newsroom of more than 125 student workers and 200 contributors.

“There are so many talented journalists who I am itching to pick the brains of at TheWrap,” Patton said. “The mentorship opportunities will be invaluable. I am eager to try everything and find my niche.”

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CAMPUS SPOTLIGHT

Wisdom from a Champion

“One thing champions — and I mean champions in sports and in life — always do is practice their strengths and continue to improve their weaknesses,” said Billie Jean King, sports icon, equality champion and USC Annenberg’s 2024 commencement speaker. “Your mistakes are not failures. They are feedback. Everything is feedback.”

DEAN’S INSIGHT

We are a bridge between academe and industry — and I have tried to make sure that it’s a two-way crossing. Rapid changes in technology, media and culture require all of us to learn on the job every day, and not just in the classroom.

WILLOW BAY addresses industry leaders during The Communicator Awards in support of Saban Family Clinics, during which she was honored as the Communications Leader of the Year.