Madeline Toubiana

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Fly-fishing in Alaska’s Tongass National Forest. Joseph/Flickr

What social change movements can learn from fly fishing: The value of a care‑focused message

Brett Crawford, Grand Valley State University ; Erica Coslor, The University of Melbourne, and Madeline Toubiana, L’Université d’Ottawa/University of Ottawa

Founded in 1959, the membership group Trout Unlimited has changed the culture of fly-fishing and mobilized members to support conservation. Could its approach work for other social problems?
Uber deliberately positioned itself as a tech company to avoid the regulations of the taxi industry. (Shutterstock)

The manipulation of Uber’s public image profoundly impacted the lives of taxi drivers

Kam Phung, Simon Fraser University; Luciana Turchick Hakak, University of The Fraser Valley; Madeline Toubiana, L’Université d’Ottawa/University of Ottawa; Sean Buchanan, University of Manitoba, and Trish Ruebottom, McMaster University

The Uber Files leak reveals that the company embarked on a deliberate public relations strategy that involved the media, public officials and academics.
A growing number of businesses across a wide range of industries are successfully selling voyeurism to their audiences. (Shutterstock)

Selling voyeurism: How companies create value from the taboo

Trish Ruebottom, McMaster University; Madeline Toubiana, L’Université d’Ottawa/University of Ottawa; Maxim Voronov, York University, Canada, and Sean Buchanan, University of Manitoba

Voyeurism provides a glimpse into the private life of another person to give audiences a revealing and entertaining experience.
Why have Uber drivers been regarded more favourably than taxi drivers? Lexi Anderson/Unsplash

How Uber drivers avoided — and contributed to — the fate of taxi drivers

Kam Phung, York University, Canada; Luciana Turchick Hakak, University of The Fraser Valley; Madeline Toubiana, University of Alberta; Sean Buchanan, University of Manitoba, and Trish Ruebottom, McMaster University

Taxi drivers and Uber drivers perform the same work, but Uber’s categorization as a tech company has contributed to the historical stigma against taxi drivers.

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