Student Research Symposium Program Portal: Submission #156

Primary Student Contact First Name: Dixie
Primary Student Contact Last Name: Collins
Pronouns: She/Her/Hers
Primary Student Contact FSU Student Email: dcw09d@fsu.edu
Photo of all individuals presenting this work: https://pc.fsu.edu/system/files/webform/research_portal/9004/D.Collins%20HeadShot.jpg
Major(s) of all individuals presenting this work: Corporate & Public Communications (M.S.)
Bio of all individuals presenting this work:
Building on my undergraduate work at Florida State University, I am currently pursuing an M.S. in Corporate & Public Communication at the Panama City campus. My academic interests focus on rhetoric and media studies, particularly media and rhetorical approaches that challenge conventional analysis and encourage new ways of thinking about communication. I enjoy blending pop culture, narrative, and various media to help make complex ideas clearer and more engaging. My current research examines The Walt Disney Company’s response to Florida’s “Don’t Say Gay” bill, using characters from Wicked as an interpretive lens to explore rhetorical positioning and meaning‑making. With a professional background in hospitality, I place a strong value on audience perspective, lived experience, and relational communication, all of which shape my approach to research. I plan to pursue a Ph.D. and a career as a professor and researcher.

Poster Title: Messages, Magic, and Misalignment: Interpreting Disney’s Leadership Communication Through the Leadership Archetypes of Wicked
Abstract:
In 2022, The Walt Disney Company faced widespread criticism for its initially cautious response to Florida’s Parental Rights in Education law, commonly known as the “Don’t Say Gay” bill. As a brand known for storytelling which features inclusion, Disney’s measured communication prompted questions regarding leadership authenticity, values alignment, and stakeholder trust.
This research examines audience interpretations of Disney’s leadership communication during the controversy using a narrative leadership framework inspired by Wicked. The study maps three leadership archetypes to the Disney case: transformational leadership (Elphaba), symbolic leadership (Glinda), and authoritarian leadership (the Wizard). These archetypes offer a clear interpretive lens for analyzing perceptions of leadership communication strategies during the crisis.
Using a mixed methods exploratory sequential design, the study combines qualitative coding of public social media discourse across platforms, including Facebook, Instagram, and LinkedIn, with narrative analysis of key scenes from the Wicked films. These data sources enable examination of stakeholder interpretations of Disney’s communication and alignment with various leadership communication styles. Additionally, a pilot survey was developed to explore stakeholder perceptions of leadership authenticity, communication timing, and values alignment. Despite limited early responses, the survey provides an exploratory foundation for future research.
By integrating leadership theory with cultural narrative analysis, this research demonstrates how storytelling frameworks can illuminate complex organizational communication challenges and provides insights for leaders navigating politically sensitive issues while maintaining credibility and stakeholder trust.

Research Mentor Name: Dr. Brian Parker
Research Mentor's College (or High School): Florida State University
Research Mentor's Department (or Subject): Professional Communication
Research Mentor's Email: bparker@fsu.edu
Additional Research Mentor(s): Dr. Sandra Pugh
Co-presenter(s): {Empty}
Keywords: Leadership Communication, Organizational Values & Trust, Crisis Communication, Popular Culture in Research, Corporate Political Engagement
Poster Session/Number: 10:00 Graduate and Undergraduate presentations
Work: Exploratory (the research question has been identified and design of approach is outlined)
Presentation Modality: Face to Face Poster session
Poster PDF or Powerpoint: https://pc.fsu.edu/system/files/webform/research_portal/9004/D.Collins%20Research%20Symposium%20Poster%203.2026%20Update_0.pdf
Poster Thumbnail: https://pc.fsu.edu/system/files/webform/research_portal/9004/D.Collins%20Symposium%20Poster%20Spring%202026.png
I will be printing my poster: Yes
Year: 2026
Annual description: 5th annual Undergraduate Research Symposium, April 17, 2025
Update URL: https://pc.fsu.edu/student-research/symposium/research-symposium-program-portal?element_parents=elements/student_photo&ajax_form=1&_wrapper_format=drupal_ajax&token=qi9uexuJG4lgNqMCztsw3Opa-OXuTLu1z7o55cOVM2w
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