DALLAS, Pa. — After a competitive submission process, three corporate communication students from Penn State Wilkes-Barre recently presented research projects at the Eastern Communication Association (ECA) James C. McCroskey and Virginia P. Richmond Undergraduate Scholars Conference in Pittsburgh. Fourth-year student Maya Davison earned the Top Poster Award during the Undergraduate Scholars Poster Session.
Davison’s poster, “From Exposition to Fallout: A Narrative Analysis of Jimmy McGill’s Moral Decline in Better Call Saul,” examined character transformation and the narrative techniques used to construct moral decline in contemporary television storytelling. Her work received praise for its clarity, depth of analysis and engaging presentation.
“This was the first conference like this I have ever attended, and for my first academic research paper to be accepted, it all seemed too good to be true,” Davison said. “Reflecting on receiving the Top Poster Award, I was so shocked when my name was called. It made me feel very proud of myself, but also of my professor and my school.”
Davison’s research poster, along with papers by peers Pacelyn King and Anna Brennan, were developed during the fall 2025 semester in CAS 204: Communication Research Methods, taught by Natalya Vodopyanova, program coordinator and assistant teaching professor of corporate communication at Penn State Wilkes-Barre.
King’s paper, “Behind the Comments: An Analysis of Audience Sentiment in TikTok Beauty Content,” explored patterns of engagement and user response on social media platforms. Brennan’s study, “Are Your Genes Good Enough?: A Thematic Analysis of Viewer Comments on YouTube Jeans Commercials by American Eagle and GAP,” examined how audiences interpret and respond to brand messaging in online advertising.
“My overall experience at ECA was great,” King said. “It provided an opportunity to meet other students who were also accepted into the conference, as well as networking with faculty and professionals in the field. It was really rewarding to be surrounded by people who share the same interests and passions.”
Brennan emphasized the confidence she gained through the experience.
“I was very nervous at first, but once I started presenting, it felt exciting to talk about something I worked so hard on,” she said. “It made me realize I belonged there and gave me confidence for future opportunities.”
Conference attendees noted the quality and depth of the students’ work and advanced level of analysis and professionalism reflected in their presentations. The projects also drew positive attention to the mentorship and preparation provided through their coursework, with recognition of the faculty guidance behind the research.
“I’m truly excited for my students getting this opportunity to present their work at a top-tier professional conference,” Vodopyanova said. “For Maya and Pacelyn, this experience was especially meaningful. They can carry it forward into their professional careers with added confidence and real-world experience. And I hope that this experience encourages Anna to continue pursuing research throughout her college career.”
Since attending the conference, King earned her bachelor of arts degree in corporate communication during the spring 2026 commencement ceremony at the campus. She also delivered the student marshal address. Davison will earn her bachelor of arts in corporate communication this summer.
Vodopyanova expressed gratitude for the George Bierly Endowment for Scholarship at Penn State Wilkes-Barre, which supported student participation in the conference, as well as the James C. McCroskey and Virginia P. Richmond Undergraduate Scholars program at ECA for sponsoring undergraduate research presentations and creating this opportunity for student scholars.