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<title>Una Medina Academia</title>

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<p>This page is hosted at <a href="http://www.unm.edu" target="_blank">www.UNM.edu</a>

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Una E. Medina, Ph.D.

<p>Adjunct Professor, UNM Department of Communication and Journalism. Hours by appointment.

<p><a href="Una Medina CV.pdf" target="_blank">Curriculum Vitae</a>

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<p> Persuasive and Behavioral Science, Una Medina™ Motivational Cueing Technique

<p> Complex Systems Analyst: Deterministic and Stochastic Modeling, Alternative Futures

<p>Demand creation, multi-dimensional analysis of global industry movements, markets, firm variables, and IP positioning. Transformation of weak firm characteristics into market strengths. Predictive models, Bayesian analysis. Application of direct and indirect proxy data to reconstruct systems, seeding weak and strong emergence, development of alternative parameters, for both intelligent and “dumb” agents. Graduate Certificate in computer modeling. National and regional communication awards. Publications in management, public administration and innovation journals. Invited presenter, reviewer, and editor, juried journals and complexity conferences. Ph.D. in persuasive communication backed by 35 years commercial industry expertise. Ten-year researcher and grant evaluator for National Institutes of Health, New Mexico Department of Health, University of Southern California Medical School, and University of New Mexico: Pediatric Heart Department, University College. University of New Mexico Adjunct Professor in persuasive communication, business and professional communication, and statistics. More at <a href="http://www.UnaMedina.com" target="_blank">www.UnaMedina.com</a>

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<h4>Appointments</h4>

<p>Adjunct Professor, Persuasive Communication <a href="http://www.unm.edu/~cjdept/" target="_blank">UNM Department of Communication and Journalism, University of New Mexico</a>

<p>Editor, <a href="http://www.innovation.cc/editorial-board/medina.htm" target="_blank"> The Innovation Journal</a>

<p>Peer Advisor, <a href="http://www.unm.edu/~gpsa/" target="_blank">UNM Graduate and Professional Students Association</a>

<p>Appointed by UNM Regents to <a href="http://albuquerque.bizjournals.com/albuquerque/stories/2006/09/18/daily18.html">Presidential Search Committee</a> 2006-2007.

<a href="http://unmwomen.blogspot.com/2007/01/response-to-unm-president-search.html" target="_blank"> Blog of search process and female inclusion</a>

<p>Appointed by <a href="http://www.unm.edu/~GPSA/" target="_blank">UNM Graduate and Professional Students Association</a> to Faculty Senate Admission and Records Committee.

<p>Invited participant in <a href="http://rwjf.unm.edu/" target="_blank">Robert Wood Johnson Foundation</a> program development caucus for a National Hispanic and Native American Health Policy Institute at University of New Mexico.

<p>Member Steering Committee for <a href="http://www.unm.edu/grad/pnmgc/pnmgc.html" target="_blank">PNMGC</a> (Project For New Mexico Graduates of Color), consultant in program evaluation, research methods, and statistics. <p>

<p>Academic Advisor, <a href="http://mcnair.unm.edu/" target="_blank">Ronald E. McNair Scholars Program</a>

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<h4>Academic Projects in Message Effects and Population Behavior Change</h4><p>

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<h5>Dissertation Passed With Distinction May 11, 2009 </h5>

<p>"MADD Message Effects: A 12-year Randomized Trial"

<p>Is the Mothers Against Drunk Driving Victim Impact Panel persuasive in deterring drunk driving?

<p><h5>DRUNK DRIVING CRASHES cost New Mexico taxpayers an average of $2,400 per year per family of four.</h5>

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<p>Selected findings: The emotionally-charged <a href="http://www.madd.org/" target="_blank">MADD</a> (Mothers Against Drunk Driving) <a href="http://www2.potsdam.edu/hansondj/drivingissues/1070653181.html" target="_blank">VIP</a> (Victim Impact Panel), a DWI rehabilitation intervention, is observed to have no effect upon those with no prior DWIs age 30 and older and doubles likelihood of DWIs within first four years following MADD VIP for those with no prior DWIs under age 30, increases odds of rearrest in first four years by 19 times for those with prior DWIs. <p>

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<p><b>Reactance theory may explain VIP effects:</b> The 19 times worse negative effect of high-reactance VIPs (80 percent of the sampled VIPs), compared to low-reactance VIPs (20 percent of sampled VIPs), may be explained by reactance theory (Brehm, 1966). Reactance to confrontational intervention messages has been associated with increased recidivism in studies of alcohol and drug intervention failures (Buller, Borland, & Burgoon, 1998; Buller, Burgoon, Hall, Levine, Taylor, Beach, Buller, & Melcher, 2000; Campo & Cameron, 2006; Dillard and Shen, 2005; Engs & Hanson, 1989; Miller, 1995, 2000; Miller, Benfield, & Tonigan, 1993; Miller, Burgoon, Grandpre, & Alvaro, 2006; Quick, 2003).

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<p><b>Methods:</b> Loglinear logit analysis, a multinomial distribution variation of the general linear model of regression. Loglinear logit regression employs a dichotomized form of dependent variables (rearrest under/over 4 years, 0/1+ subsequent arrests, increased/decreased mood following intervention). Although dichotomization is most often associated with loss of sensitivity in statistical tests, yet the loglinear logit method of regression yielded clearer results and more power, given data structure, for these data. Output paramaters were log (odds ratio)for predictors. Chinn's d, a transformation of Cohen's d (standardized mean difference) was used to calculate effect size from odds ratio. Exp(B) is the effect size for survival analysis.<p>

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<p><h5> References</h5><p>

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<p>Brehm, J. W. (1966). <i>A theory of psychological reactance</i>. New York: Academic Press. <p>

<p>Buller, D. B., Borland, R., & Burgoon, M. (1998). Impact of behavioral intention on effectiveness of message features: Evidence from the Family Sun Safety Project.<i> Human Communication Research, 24, </i>433-453.<p>

<p>Buller, D. B., Burgoon, M., Hall, J. R., Levine, N., Beach, B., Buller, M. K., & Melcher, C. (2000). Long-term effects of language intensity in preventive messages on planned family solar protection.<i> Health Communication, 12, </i>261-275.<p>

<p>Campo, S., & Cameron, K. A. (2006). Differential effects of exposure to social norms campaigns: A cause for concern.<i> Health Communication (19)3, </i>209-219. <p>

<p>Chinn, S. (2000). A Simple Method for Converting an Odds Ratio to Effect Size for Use in Metaanalysis.<i>

Statistics in Medicine, 19, </i>3127-3131.

<p>Dillard, J. P., & Shen, L. (2005). On the nature of reactance and its' role in persuasion.<i> Communication Monographs, 72, </i>144-168.<p>

<p>Engs, R. C., & Hanson, D. J. (1989). Reactance theory: A test with collegiate drinking.<i> Psychological Reports, 64, </i>667-673.<p>

<p>Miller, W. R. (1995). Motivational Enhancement Therapy with Drug Abusers (Treatment Development Project NIDA (R01-DA08896)). Albuquerque, NM: University of New Mexico.<p>

<p>Miller, W. R., Benefield, G. S., & Tonigan, J. S. (1993). Enhancing motivation for change in problem drinking: A controlled comparison of two therapist styles. <i>Journal of Consulting and Clinical Psychology. 61, </i>455-461.<p>

<p>Miller, C. H., Burgoon, M., Grandpre, J. R., & Alvaro, E. M. (2006). Identifying principal risk factors for the initiation of adolescent smoking behaviors: The significance of psychological reactance.<i> Health Communication 19, </i>241-252.<p>

<p>Quick, B.L. (2003, November).<i> The presence of threatening messages in anti-drug print ads directed at parents: Psychological reactance theory as a framework for message construction. </i>Paper presented at the National Communication Association conference, Miami, Florida.<p>

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<p><h5>Publications from Masters thesis</h5><p>

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<p>"Persuasive Website Messages: What works and what does not work for low-income adults"

<p><h5>Low-income people, most frequent users of free community telecenters (such as Internet access at public libraries and community centers), suffer worst health outcomes compared to other income classes. Can low-income adults be persuaded through Internet sites to adopt better health behaviors?</h5>

<p>Masters thesis "A triangulated grounded theory approach toward health website message design for Medicaid-dependent adults" is currently being prepared as three articles for publication:

<p>Article 1: Doctor avoidance among Medicaid-dependent adults

<p>Article 2: Web message design: Message structure that elicits reader intention to change behavior

<p>Article 3: Slogans: Qualities necessary to incite behavior change

<p>This thesis has been cited by Meng-hsiu Li in her Chinese language masters thesis <a href="http://etds.ncl.edu.tw/theabs/site/sh/detail_result2.jsp?id=094CCU05142009" target="_blank">A study of the moderating effect of thinking style to the innovative behavior model</a> at National Chung Cheng University.

<p>Thesis is available through the <a href="http://libros.unm.edu/search~S7/?searchtype=X&searcharg=%22Una+E+Medina%22&searchscope=7&SORT=+&extended=0&SUBMIT=Search&searchlimits=&searchorigarg=XUna+E+Medina" target="_blank">University of New Mexico Libraries</a>

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<h5>Business Plan</h5>

<p>Internet diffusion of an <a href="http://en.wikipedia.org/wiki/Expert_system" target="_blank">expert system</a>: Persuasive message design: corporate branding message design, domain name design, tag line design, changing employee behavior, changing customer behavior.

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<h5>Patents in process</h5>

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(1) <a href="http://en.wikipedia.org/wiki/Algorithm" target="_blank">Algorithms</a> for expert system in persuasive message design, corporate branding message design, domain name design, tag line design, changing employee behavior, changing customer behavior.

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(2) Algorithms for network formation and dissolution of different network types: random networks, <a href="http://en.wikipedia.org/wiki/Fully_connected_network" target="_blank">fully-connected networks</a>, <a href="http://en.wikipedia.org/wiki/Scale_free_network" target="_blank">scale-free</a> and <a href="http://209.85.173.132/search?q=cache:_yB_Bf_Z3mcJ:www.cs.virginia.edu/~mjh7v/papers/Honors.pdf+%22scale+rich+network%22+defined&cd=1&hl=en&ct=clnk&gl=us&client=safari" target="_blank">scale-rich networks </a>and their 100% <a href="http://en.wikipedia.org/wiki/Technology_Adoption_LifeCycle" target="_blank">adoption thresholds</a>.

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<h5>Publications in process with:</h5>

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<p>Rivera, M. A. (Forthcoming, 2010). Ethics networks, and systemic change: An agent-based model. The Innovation Journal: The Public Sector Innovation Journal/La Revue de l’innovation. Special Issue on Ethics and Networks in Organizations.

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<p>Wakeland, W. (Forthcoming, 2010). Innovation logic, networks, and organizational change: An agent-based model. Public Administration Quarterly.

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<p>Wakeland, W. (Presenting July 2010, In).<a href="http://en.wikipedia.org/wiki/Systems_dynamics" target="_blank">Systems Dynamics</a> versus a <a href="http://en.wikipedia.org/wiki/Discrete_system" target="_blank">Discrete Systems</a> Model: A comparison of methods. With <a href="http://www.pdx.edu/sysc/faculty-wayne-wakeland" target="_blank">Wayne Wakeland, Ph.D. </a>, Professor, Portland State University <a href="http://www.pdx.edu/sysc/" target="_blank">Systems Science Department</a>

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<h5>Book Proposals in process</h5>

<p>Digitizing Development: The <a href="http://en.wikipedia.org/wiki/Digital_divide" target="_blank">Digital Divide</a> and <a href="http://en.wikipedia.org/wiki/Development_communication" target="_blank">Development Communication</a>. With <a href="http://www.ignou.ac.in/institute/santoshpanda.html" target="_blank">Santosh Panda, Ph.D. </a>, Professor, Indira Gandhi National Open University, India (2003 Fulbright Professor, University of New Mexico, USA). Invited submission for textbook publisher: <a href="http://en.wikipedia.org/wiki/Sage_Publications" target="_blank">Sage Publications</a>, Thousand Oaks, California, U.S.

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<p>How to Convince Anybody to do Anything: The Una Medina(TM) Motivational Cueing Technique (currently in submission process as a nonacademic business trade book)

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<h5>Statistical Analysis of NM Health Council Processes</h5>

<p>Nina Wallerstein and Victoria Sanchez, P.I.s. Una Medina, Statistician. "The impact of community partnerships on community health improvement is a complex and, to date, not widely documented. Some argue that efforts of such bodies have been weak or too focused to achieve measurable impact in their targeted populations. Still others assert that well intentioned initiatives are undertaken without a framework for understanding their contribution to the overall vision; or that funders, policy makers, or participants underestimate or ignore how difficult it is to encourage diverse groups to work together to have a significant impact on long-term and complex problems; and that initiatives are given insufficient time to track changes and to address sustainability and institutionalization that may be required to achieve lasting, measurable outcomes." 32 community health councils responded to a member survey. Data was collected via on-line survey service and via paper surveys for those council members without Internet access.

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<h4>Course Design and Instruction at University of New Mexico, Graduate Workshops, and Corporate Workshops: </h4>

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CJ 327 Persuasive Communication (designed and produced classroom instruction version and television instruction version: own broadcast copyright)

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CJ 101 Introduction to Communication (designed and produced 20 classroom activities for small groups)

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CJ 332 Business and Professional Speaking (designed and produced classroom instruction)

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CJ 507L Quantitative Data Analysis (designed and produced statistics lab for graduate students)

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Office of Graduate Studies Workshop Instructor "16 Weeks of Statistics in One Hour" (designed and produced workshop)

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UNM Complex Systems Group Workshop Instructor "Introduction to Computer Modeling of Complex Systems" (designed and produced workshop)

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<a href="http://www.pnm.com/" target="_blank">PNM</a> (Public Utility) Intercultural and Interracial Acceptance Workshop (designed and produced workshop)

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PNM Customer Service Workshop: Persuading Customers to Accept Available Solutions (designed and produced workshop)

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PNM Meter Reader Workshop: Persuading Dogs not to Bite You (designed and produced workshop)

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<h4>Computer Models of Complex Systems</h4>

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<p><h5>An Introduction</h5>

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<p>Systems dynamics models are distinctly different from accounting or spreadsheet models for policy development in that they explicitly incorporate the complex web of interrelationships - both instantaneous and delayed - that drive the often puzzling or counterintuitive behavior of complex policy systems. The unit of analysis is each of many aggregate pools into which flows enter and from which flows exit. However, the focus is upon the rates of entry and exit, the variables that influence changes in those rates, and where the system contains positive and negative feedback loops. Strategic systems dynamics models help decision makers avoid negative side effects of policy or operational decisions by considering operational dynamics, differing levels of variance at different levels of operations, and complex relationships between operations systems. A systems dynamics model is appropriate when (a) the decisions to be made are high level, strategic policy decisions, (b) the system exhibits dynamic complexity and unintended side effects that take a long time to manifest themselves, or (c) the problems have defied other solution attempts and controversy surrounds the possible long term pros and cons of alternative courses of action.

<p>Agent based models are a different animal. The unit of analysis is the individual agent, but the focus is upon complex hierarchical and dependent decision rules and different probability functions for the occurrence of behavior based on those rules. Agents can be intelligent with complex decision rules and different probability density functions describing propensities of behavior (humans, animals) or dumb (molecules, plants, minerals) and quite predictable. What is difficult to predict is the interaction of many different variables varying at different rates and under different probability density functions. When the programmer's agent model is tuned to replicate the system of interest (nervous system, social system, ecological system, transportation system, international trade system...x<sub>p</sub>) behavior--especially when that systemic behavior is not obvious from observing behaviors of its individual components (called "strong emergence"), then individual rule sets and combinations of variable strengths within those rule sets can be evaluated at their probable level of contribution to the (often mystifying) system behavior. For example, traffic jams move backward through traffic as cars move forward. This is mystifying. The system behavior (traffic jam moving backward) cannot be understood in terms of individual behavior (cars moving forward). It is the complex relationship between rates of acceleration and rates of deceleration that explain this relationship, which becomes obvious when studied within the context of an agent based model.

<p>Discrete or process models model individual activities occurring on the level of system processes. The unit of analysis is the individual but the focus is on accurately replicating the processes and validating the model with real process data. In many cases these models are Greenfield projects, built without any real life reference data. Validation is based on expert assumptions. In such a case, because this type of model is capable of testing multiple hierarchical and dependent assumptions, a discrete Greenfield model may yet be valuable.

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<h5>PhD Coursework at <a href="http://www.necsi.org/" target="_blank">New England Complex Systems Institute</a> at MIT in <a href="http://www.necsi.edu/education/pastprogs.html" target="_blank">complex systems concepts and modeling</a>. </h5>

<p>Coursework at New England Complex Systems Institute at MIT in complex systems concepts and modeling. Group projects completed: (1) Model of small group persuasion dynamics (January 2005). (2) Model of countries’ international influence based on trading relationships (June 2005).

<h5>Ph.D. coursework at the Systems Science department at Portland State University in agent based modeling and business process modeling. </h5>

<p>Portland State University, Systems Science Department, <a href="http://www.pdx.edu/sysc/program-systems-science-graduate-certificates/" target="_blank">Graduate Certificate in computer modeling</a>. Projects: (1) A process model of groups. (2) An agent based simulation of the diffusion and dissolution of new ideas. (3) An agent based simulation of the formation and dissolution thresholds of groups and the spread of new ideas through those groups. (December 2005). (4) A causal loop diagram of workforce dynamics in a growing workforce (January 2006). (5) A rate and flow diagram of a policy decisions effective changes upon population and unemployment rates (April 2006). (6) A discrete marketing decision model of costs/benefits of varied forms of client contact (May 2006). Post Graduate Projects: (7) A Monte Carlo simulation predictive model of UNM baccalaureate graduates by major to 2054 for use in UNM administration projections, Mesa del Sol, and Albuquerque Economic Development labor supply analysis. (8) DWI intervention messages and their influence upon DWI recidivism. A guide for legislative and public health policy making (post dissertation project). (9) A study of agent behavior and their degrees of connections under different network topologies (current project). <p>

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<h4>Cited Publication</h4>

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<a href="http://en.wikipedia.org/wiki/Everett_Rogers" target="_blank">Rogers, E. M.</a>, Medina, U. E., Rivera, M. A., and Wiley, C. J. (2005). <a href="http://www.innovation.cc/volumes-issues/rogers-adaptivesystem7final.pdf">Diffusion of Innovation and Complex Adaptive Systems</a>. The Innovation Journal: The Public Sector Innovation Journal(10) 3.

<p><h5>Button with STOP AIDS logo, free condoms, volunteers in the San Francisco STOP AIDS program. The persuasive effects of this program, measured in terms of number of new HIV cases, was analyzed using diffusion theory and a complex systems power law analysis.</h5>

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<p> A co-theoretical model of diffusion of innovations theory and complex adaptive systems theory. The article proposes innovative cross-theoretical perspectives on heterogeny, heterogenous zones, and heterogenous border territories. The article concludes with a co-theoretical analysis employing diffusion theory and complex systems methods to analyze diffusion of the STOP AIDS program in the San Francisco Castro District.

<p>See complete issue dedicated to Everett Rogers, <a href="http://www.innovation.cc/volumes-issues/vol10-no3.htm" target="_blank"> Table of Contents</a>.

<p><h5>See the following citations of this article in Google Scholar: "UE Medina"</h5>

This article has been referenced as a source in Wikipedia on the topic of <a href="http://en.wikipedia.org/wiki/Heterophily" target="_blank"> heterophily</a>.

This article has been used by the Government of Australia in an online training program.