Nakeisha Ferguson Wins Prestigious Research Award

Advertising doctoral student, Nakeisha Ferguson was recently named the Patricia Witherspoon Student Research Award winner by the Annette Strauss Institute at the University of Texas at Austin.

The Annette Strauss Institute for Civic Participation was established at The University of Texas at Austin in 2000 to respond to growing political cynicism and disaffection in the United States. Therefore they aim to "blend one of the oldest human instincts - the need for community - with new ways of helping people help one another." The Witherspoon Award is presented to students who are conducting original research that helps further the goals of the Strauss Institute, such as community service, civic life, citizenship or politics.

Noting the importance of finding a research topic that is of personal and societal relevance, Ferguson plans to use the accompanying stipend to study the role of Hip Hop culture in civic participation. The idea behind this project came about not only because of an interest in multicultural advertising and consumer behavior, but because of something one of her professors said during her first semester at Texas. She recounts how he had said he believed that Hip Hop caused cynicism towards the government. Not being content with this assertion and taking what she knew about Hip Hop, its origins, and its current uses for both businesses and consumers alike; she decided to test her own hypothesis.

As a young person who grew up in inner-city St. Louis, she saw firsthand the situation and the issues facing urban youth; and sincerely hopes that her work will help show the importance of Hip Hop, not only as a genre of music, but also as a culture as well. Being given this opportunity, she is also attempting to seek out what can crack through the clutter to reach young people in neighborhoods such as the one she lived in

She credits Dr. Jerome Williams in helping her realize that her goals could be accomplished here at the University of Texas; and his guidance aided her with her decision to pursue her PhD at Texas. Additionally, Nakeisha says the assistance she has received from Dr. Geraldine Henderson has been integral in her successes as a student and a person. It is no wonder then that after she receives her PhD, Ferguson plans to become a college professor and continue her research on urban and multicultural advertising, marketing and consumer behavior. Ultimately though, she is looking forward to inspiring her students, as her professors have inspired her.

7/10/2006