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Bernard Armada


American Culture and Difference
Communication Studies

  • Expertise
  • Rhetoric, Improvisational Communication, and Storytelling.

Scholarship and service: Professor Armada's research areas are in the rhetoric of race and the rhetorical construction of culture and public memory. He has published in such journals as the Southern Communication Journal, the Review of Communication, and the Review of Cultural Studies. His latest article (co-authored with Sonja K. Foss and William J.C. Waters) is "Toward a Theory of Agentic Orientation: Rhetoric and Agency in 'Run Lola Run'" published in the August 2007 issue of the journal Communication Theory. The article uses "the film Run Lola Run to explicate three agentic orientations—victim, supplicant, and director—each with a different interpretation of structure, a different response to that interpretation, and a different outcome."

At UST: Professor Armada joined UST in 1997.

He has won local and national awards (for his teaching and research, respectively), including UST’s Distinguished Educator Award and the Gerald R. Miller Outstanding Doctoral Dissertation award from the National Communication Association.