PERSON: Cynthia Frisby

Associate Professor of Strategic Communication, Missouri School of Journalism

Cynthia M. Frisby has built her research program around her desire to refine and evaluate advertising messages and to determine their effects on consumers. Her studies not only help to identify what messages may be most appropriate for specific audiences, but also provide insight into how knowledge, culture, motivations, perceptions and attitudes about an issue may influence consumer behavior. Frisby has completed several nationally recognized research projects, including those dedicated to helping health organizations develop communication campaigns for underserved populations. Other projects explore the sources of American viewers’ fascination with reality television and the effects of idealized images on perceptions of body esteem among African-American women.

Frisby’s enthusiasm for her research is reflected clearly in the classroom: In 2002 the University of Missouri-Columbia awarded her one of its highest teaching honors, the William T. Kemper Fellowship. Student-athletes recognized her outstanding teaching by naming her one of the four Most Inspiring Professors on the MU campus in 2007. Several Mizzou ’39 honorees have named Frisby as their mentor. Mizzou ’39 honors outstanding seniors for their academic achievements, leadership and service.

Frisby earned her doctorate degree and her master’s degree from the University of Florida’s College of Journalism and Mass Communications. She joined the Missouri School of Journalism faculty in January 1998.

— journalism.missouri.edu