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Paesly Benaza

Center for the Future of AZ
Grad Research Assistant
Graduate Assistant/Associate, TEMPE Campus, Mailcode 7320
Student Information:
Graduate Student
Journalism and Mass Communication
Cronkite School-Journ/MassComm

Biography

Paisley M. Benaza, MBA is a communications strategist, Ph.D. student, and popular culture thought leader for social justice, diversity, and inclusion in the business of entertainment, media, and sports. As a catalyst, storytelling innovator, and woman of color, Paisley is committed to creating research-based inclusion initiatives and media content partnerships to tackle inequality, drive growth, and communicate a leading brand position in the digital world and global marketplace.    

As a proven practitioner in the high stakes industry of popular culture branding, Paisley built a solid reputation as an integrated sports marketing pioneer in a digital world. In 2006, she redefined her role from a professional athlete manager to a personal brand architect by designing a comprehensive superstar athlete communications strategy and thriving in the intersection of traditional and new media to reach fans where they are.

As an early adopter of social media platforms, she integrated earned and owned digital media by leveraging blog partnerships, personal websites and Youtube channel partnerships with traditional print media coverage including magazine covers and working with journalists to secure strategic national headlines to inject authenticity to paid advertising campaigns with leading global brands. Paisley earned her recognition as a relationship driven dealmaker by connecting her network of professional athletes with creatives and brand managers to collaborate on unprecedented co-branding efforts resulting in limited edition signature product. She succeeded to not only raise the industry benchmark for cross-promotion but bend the zeitgeist to move the culture forward. 

A resourceful problem solver, Paisley's career is distinguished by exercising empathy and resiliency to gracefully work through crises and manage reputations. Her business management experience of a dossier of contracts totaling $250 million+ extends beyond negotiations, pitch presentations and executing integrated marketing solutions and advertising strategy. She is skilled in producing rich, insightful digital campaigns, assets and products to tell stories that connect, persuade, and build relationships with people. Paisley's creative work and consumer behavior studies span global professional basketball, footwear/apparel, food/chocolate and wines/spirits, retail, consumer goods, real estate, financial services, and non-profit organizations. 

Miss Benaza's power in leveraging over 15 years of critical practice in the entertainment industry in Los Angeles and New York City and blending design thinking with empirical research is an advantage to The Walter Cronkite School of Journalism and Mass Communication at Arizona State University where she is earning her Doctor of Philosophy degree. As a champion for equality, she is also pursuing a Graduate Certificate in Socio-Economic Justice at the School of Social Transformation to help others, advocate for justice, and develop social innovations that change the world. 

Paisley's current doctoral research is optimized by building upon her expertise in communications, celebrity brand management, professional athlete representation, and innovation in the global digital economy to explore mass media influence, information processing, and audience in three areas:

•  Inclusion, Diversity & Social Transformation: Intersectionality; Gender Equality; Race and Ethnicity in Sports and Entertainment; Social Justice
•  Communication & Culture: Popular Culture; Television Studies: Binge-watching, Netflix; Hip-Hop; Global Sports Fan Culture; Youth Culture; Consumerism; Mobile Smartphones; Wellness and Health Campaign Communications
•  Business & Media: Athlete Branding & Sports Marketing; Recycling and Zero Waste Sports Sustainability Campaigns; Organizational Culture & Change Management for Diversity & Inclusion; Human Capital & Technology; Social Media Networks

At ASU, Paisley is an activist scholar who serves as the graduate student representative on the Committee for Campus Inclusion for the Downtown Phoenix Campus and is the Arizona Pathways to Prosperity Graduate Research Assistant/Associate at the Center for the Future of Arizona. As the Academy Operations Leader at the ASU Pastor Center for Politics and Public Service, she is in charge of creating the curriculum, leading a team of ASU undergraduate students, and producing the 2018 Public Service Leadership Academy for admitted greater Phoenix area high school students.

On the cusp between GenX and Millennials, Paisley is a change agent uniquely positioning herself as an influential public scholar and humanitarian challenging conventional business wisdom and breaking through the status quo in entertainment to rewrite the rules for the next generation of creative talent, educators, and entrepreneurs to thrive at the forefront of the communication revolution.

Education

MBA, Global Executive
Georgetown University: McDonough School of Business; Walsh School of Foreign Service
ESADE Business School, Spain
August 2017: Washington, DC

BA, Broadcast Journalism, Communication and the Entertainment Industry Minor
University of Southern California: Annenberg School for Communication and Journalism
December 2001: Los Angeles, CA

Craft of Food Writing with Alan Richman
International Culinary Center
Spring 2010: New York, NY

Research Interests

Paisley's current doctoral research is optimized by building upon her expertise in communications, celebrity brand management, professional athlete representation, and innovation in the global digital economy to explore mass media influence, information processing, and audience in three areas:
•  Inclusion, Diversity & Social Transformation: Intersectionality; Gender Equality; Feminism; Race and Ethnicity in Sports and Entertainment
•  Communication & Culture: Popular Culture: TV: Binge-watching, Netflix; Hip-Hop; Global Sports Fan Culture; Consumerism; Mobile & Smartphones
•  Business & Media: Organizational Culture & Change Management for Diversity & Inclusion; Human Capital & Technology; Athlete Branding & Sports Marketing; Recycling and Zero Waste Sports Sustainability Campaigns; Social Media Networks

Research Group

5th biennial Critical Code Studies Working Group, Jan 15-Feb 5, 2018 online. CCSWG is the major online think tank for Critical Code Studies, a hub of dialogue and collaborative inquiry that generates major thrust in the reading of code.  This year’s major topics include: creative and critical coding; identity in code; gender and feminism, race and ethnicity (specifically Black Code Studies), and sexuality in coding cultures.

The Humanities and Critical Code Studies Lab is the first university space to pursue the exploration of the interpretation of computer source code using the methodologies of Critical Code Studies. Based at the University of Southern California, the HaCCS Lab will promote the development of critical vocabulary, case studies, and cross-disciplinary dialogue, specifically between the humanities and computer science. http://haccslab.com/

Research Activity

Presenter & co-author: "Binge-watching: An Integrated Model for Audience's Binging Behaviors," Association for Education in Journalism and Mass Communication (AEJMC) Midwinter Conference 2018University of Oklahoma, Gaylord College of Journalism and Mass Communication, March 2-3, 2018.

Moderator and panel organizer: "#BTS Industry Branding Influencers: Storytellers in Sports, Media, and Entertainment" panel discussion, Broadcast Education Association (BEA) 2018 Annual Convention, Sports division and co-sponsored by Management, Marketing and Programming division. #BEAvegas, April 7-10, 2018. 

Author of accepted abstract: "Phenomenal Woman as seen on HBO: Insecure v. Girls. v. Sex and the City"International Association for Media and Communication Research (IAMCR) 2018 The Conference in the Popular Culture Working Group. University of Oregon School of Journalism and Communication, June 20-24, 2018. 

Session Speaker and organizer: “Fan Culture: Leveraging New Power, Empathy, Equity & Inclusion to Drive a Sports Sustainability Movement” seminar, Pac-12 Sustainability Conference. University of Colorado, July 12, 2018. 

Moderator and panel organizer: “#BTS Millennial Marketing & PR Strategists Debate the Power of Mobile Communications” panel discussion at the Association for Education in Journalism and Mass Communication (AEJMC) 2018 Annual Conference in the Media Management, Economics and Entrepreneurship (MMEE) Division and co-sponsored by Communication Technology Division (CTEC). Washington, DC, August 6-9, 2018.

Poster presenter & co-author: "Binge-watching: Social and Psychological Factors Behind Audience’s Binging Behavior," Association for Education in Journalism and Mass Communication Association for Education in Journalism and Mass Communication (AEJMC) 2018 Annual Conference in the Entertainment Studies Interest Group. Washington, DC, August 6-9, 2018.

Professional Associations

Google Adwords Certified: Mobile Advertising​

Association for Education in Journalism and Mass Communication (AEJMC)
AEJMC Divisions member: 

  • Graduate Students in Mass Communication and Society
  • Graduate Students in Media Management and Economics
  • Graduate Students in Communication Technology Division     
  • Graduate Students in Electronic News Division

AEJMC Interest Groups member:

  • Graduate Students in Entertainment Studies
  • Sports Communication         

AEJMC is a nonprofit, educational association of journalism and mass communication educators, students and media professionals. The Association’s mission is to promote the highest possible standards for journalism and mass communication education, to cultivate the widest possible range of communication research, to encourage the implementation of a multi-cultural society in the classroom and curriculum, and to defend and maintain freedom of communication in an effort to achieve better professional practice and a better informed public.

Broadcast Education Association (BEA) member

BEA is the premiere international academic media organization, driving insights, excellence in media production, and career advancement for educators, students, and professionals. 

Consulting

Interviewed and quoted in "Opinion: Fans are the root of the wage gap in sports" in The State Press
http://www.statepress.com/article/2018/04/spopinion-fans-are-the-root-of-the-wage-gap-in-sports

Interviewed and quoted in "Opinion: Women's sports are undeservedly overlooked, even at ASU" in The State Press
http://www.statepress.com/article/2018/03/spopinion-womens-sports-are-undeservedly-overlooked-even-at-asu

"Recycle Rally" Campaign Director. "MLB and Arizona State University to launch unique sustainability partnership ahead of 2018 Spring Training presented by Camping World" Press Release
https://www.mlb.com/news/mlb-and-arizona-state-to-launch-partnership-ahead-of-2018-spring-training/c-266792542

"Secret Agent Man: Arenas Takes Unique Path In Marketing" in Sports Business Daily
https://www.sportsbusinessdaily.com/Daily/Issues/2007/02/20/Sponsorships-Advertising-Marketing/Secret-Agent-Man-Arenas-Takes-Unique-Path-In-Marketing.aspx

"Arenas Zeroes in on NBA Stardom" in Washington Post
http://www.washingtonpost.com/wp-dyn/content/article/2007/02/17/AR2007021701616.html

"The Value of Zero is Increasing" in The New York Times
https://nyti.ms/2EwhZXk

"Jason Richardson's Summer of 2010" in NBA.com Phoenix Suns
http://www.nba.com/suns/photogallery/jrich2010summer_1.html#​

"WNBA rookie Shoni Schimmel voted an All-Star starter" in The Oregonian
http://www.oregonlive.com/sports/index.ssf/2014/07/wnba_rookie_shoni_schimmel_vot.html

"Jacques Torres Pops Up in Grand Central (Cafe Grumpy Coming Soon)" in Midtown Lunch
http://midtownlunch.com/2014/05/06/jacques-torres-pops-up-in-grand-central-cafe-grumpy-coming-soon/

Industry Positions

Session Speaker and organizer: “Fan Culture: Leveraging New Power, Empathy, Equity & Inclusion to Drive a Sports Sustainability Movement” seminar, Pac-12 Sustainability Conference. University of Colorado, July 12, 2018. 

Moderator and panel organizer:#BTS Millennial Marketing & PR Strategists Debate the Power of Mobile Communications” panel discussion at the Association for Education in Journalism and Mass Communication (AEJMC) 2018 Annual Conference in the Media Management, Economics and Entrepreneurship (MMEE) Division and co-sponsored by Communication Technology Division (CTEC). Washington, DC, August 6-9, 2018.

Poster presenter & co-author: "Binge-watching: Social and Psychological Factors Behind Audience’s Binging Behavior," Association for Education in Journalism and Mass Communication Association for Education in Journalism and Mass Communication (AEJMC) 2018 Annual Conference in the Entertainment Studies Interest Group. Washington, DC, August 6-9, 2018

Moderator: Session 1b: Advertising & PR, Southwest Education Council for Journalism and Mass Communication (SWECJMC) 2017 Southwest Symposium, Arizona State University, Walter Cronkite School of Journalism and Mass Communication, October 6-7, 2017.

Presenter & co-author: "Binge-watching: An Integrated Model for Audience's Binging Behaviors," AEJMC Midwinter Conference 2018, University of Oklahoma, Gaylord College of Journalism and Mass Communication, March 2-3, 2018.

Moderator and panel organizer: "#BTS Industry Branding Influencers: Storytellers in Sports, Media, and Entertainment" panel discussion, Broadcast Education Association (BEA) 2018 Annual Convention, Sports division and co-sponsored by Management, Marketing and Programming division.  #BEAvegas Sunday April 8, 2018, 12:30pm-1:30pm, Westgate Hotel & Casino, Pavilion 11 ​

  • The BEA2018 Convention Spotlight is….. Inclusive Media: Today’s media is being challenged by a changing workforce and audience. The audience is searching for and watching media that reflects them and their experience. On the other side of the camera, the industry has been slow to include the wide variety of voices and skilled professionals who can allow the industry to better move forward to serve the changing audience.  This is the challenge of inclusive media – leveraging the multiple backgrounds, perspectives and ideas of storytellers to create engaging media for a diverse audience.

Author of accepted abstract: "Phenomenal Woman as seen on HBO: Insecure v. Girls. v. Sex and the City"International Association for Media and Communication Research (IAMCR) 2018. The Conference in the Popular Culture Working Group. University of Oregon School of Journalism and Communication, June 20-24, 2018.