From the lab to the concert hall, virtual reality plays a growing role in acoustics studies



To simulate classrooms, performance halls and other indoor environments, the Speech Accommodation to Acoustics Lab uses virtual reality and “auralization” techniques in controlled settings. (Photo provided)

At the Speech Accommodation to Acoustics Lab, researchers are trying to solve a common problem for teachers and vocal performers. How can they be heard and understood without straining their voices? 

Pasquale Bottalico, associate professor of speech and hearing science, runs the Speech Accommodation to Acoustics Lab, which investigates the acoustical conditions of rooms—classes, restaurants and concert halls alike—that lend themselves to intelligible speech with minimal vocal effort from the speakers. 

Over the last 5 years, the lab’s research has steered toward virtual reality and auralization, a technique to replicate the sound conditions of different spaces, to simulate these indoor conditions and make their studies more applicable to real-life scenarios. Here, Bottalico expands on his SpAA Lab’s recent projects and VR experiments.

When did your lab begin using virtual reality? What compelled you about this type of technology for your area of research?

Our lab began working with virtual reality (VR) in 2020 as part of our broader research on how acoustic environments influence voice production and communication. In many traditional speech and voice studies, experiments are conducted in quiet laboratory settings that do not fully represent the complex environments people encounter in everyday life.

VR provides a powerful way to bridge that gap. It allows us to recreate realistic environments—such as classrooms, concert halls, or social settings—while still maintaining precise experimental control. For example, VR makes it possible to manipulate room acoustics, background noise and visual cues independently and observe how speakers adapt their voice. Research has shown that both auditory and visual environmental information can influence voice production and perception, highlighting the importance of studying communication in multisensory contexts rather than purely auditory ones.  

For virtual reality studies you’ve worked on, could you describe what these experiences look, feel, and sound like for participants?

Participants wear a virtual reality headset and headphones that immerse them in a simulated environment. For example, someone might find themselves standing in a classroom, a concert hall or a restaurant while speaking or singing. The visual environment allows them to look around the space, while spatialized audio reproduces how their voice would sound in that particular room.

This means participants hear realistic acoustic effects such as reverberation, reflections and background noise. Studies using these methods have shown that speakers and singers naturally adjust their vocal production depending on the acoustic properties of the environment, even when those environments are simulated.  

What equipment or tools do you use to simulate these experiences?

To create these simulations, we combine several technologies. 

Participants typically use a VR headset for the visual environment and high-quality headphones to deliver spatial audio that reproduces realistic room acoustics.

Behind the scenes, we use auralization techniques, which allow us to simulate how sound propagates in real spaces such as classrooms, concert halls or lecture halls. We use real measurements to simulate the acoustics of the environments, like a University of Illinois classroom, or venues at the Krannert Center for the Performing Arts. 

Microphones and acoustic analysis tools are also used to measure vocal parameters such as sound pressure level, pitch, and vocal effort while participants interact with the virtual environment.

Because virtual reality can replicate the sensory conditions of real communication environments, it may help improve the transfer of therapeutic strategies from the clinic to everyday life.

Pasquale Bottalico

Associate Professor Speech and Hearing Science

Tell us more about VR as a training or therapy tool. How might virtual reality benefit professional voice users and individuals with voice disorders?

VR has enormous potential as a training and therapy tool, especially for professional voice users such as teachers, singers and public speakers. These individuals often need to communicate in demanding environments for long periods of time, which can lead to vocal fatigue or voice disorders.

One challenge in voice therapy is that exercises performed in a quiet clinic may not transfer easily to real-life environments. VR can help address this problem by allowing people to practice communication in realistic scenarios—such as teaching in a noisy classroom or speaking in a crowded social setting—while still being in a safe and controlled therapeutic environment.

Because VR can replicate the sensory conditions of real communication environments, it may help improve the transfer of therapeutic strategies from the clinic to everyday life.

What are some examples of virtual reality studies you’ve performed? What did you learn?

Our lab has been exploring VR applications for voice and speech research through several projects and doctoral dissertations.

For example, the doctoral work of Charles Nudelman, Ph.D., supported by the Raymond H. Stetson Scholarship, examined how visual aspects of an environment—such as room size and occupancy—affect voice production using immersive virtual reality. His research demonstrated that visual characteristics of a room can influence acoustic voice parameters and self-perceived vocal fatigue and discomfort, highlighting the importance of visual cues in voice production.  

Similarly, the doctoral research of Ümit Daşdöğen (now at CSD University of Delaware), funded through an NIH R21 grant, investigated how auditory, visual and audiovisual sensory inputs influence voice perception and production in immersive VR environments. This work showed that multisensory factors can significantly affect vocal loudness, vocal effort, and acoustic voice parameters, helping establish a scientific foundation for the use of VR in voice training and therapy.  

Another related project is the doctoral research of Carly Wingfield at the Illinois School of Music in collaboration with Professor Yvonne Gonzales Redman, which was supported by the prestigious Kate Neal Kinley Fellowship. Her work explored the use of VR simulations to help singers rehearse in virtual replicas of performance venues. The results suggested that practicing in VR environments allowed singers to better adapt to the acoustics of the real performance space and feel more confident when performing in unfamiliar venues.  

We also currently have a new project underway in the lab focusing on virtual reality–based voice therapy and communication training. This study involves Giulia Fusari, a visiting scholar from the Politecnico di Milano, and Mariah Bates, a master’s student in Health Technology at the University of Illinois completing her capstone project with our lab.

The project is developing a human-centered VR platform designed to simulate realistic conversational environments, such as social interactions in restaurants or other everyday communication settings. Participants complete weekly sessions over several weeks, and we evaluate usability, communication effort, realism of the environment and overall user experience. The goal is to better understand how immersive environments can support communication training and voice therapy in ecologically valid contexts.

In future developments, these types of VR environments could also be adapted to support individuals with neurological conditions that affect speech and voice, such as Parkinson’s disease, where patients often struggle to generalize speech therapy skills from the clinic to real-world communication settings.

If there are studies open to participants, how can they reach out?

Individuals interested in participating in research studies in our lab can contact us directly at pb81@illinois.edu. We regularly recruit participants for studies involving speech perception, voice production and immersive communication environments.

Editor’s note:

To learn more about the Speech Accommodation to Acoustics Lab, visit their website.


 

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The intern who turned an ejection into a career lesson



In Derek Dye’s 2012 internship with the Daytona Cubs, he sold concessions, cleaned the bleachers, worked the soundboard, even dressed as the mascot. (Provided)

At their best, college internships are valuable learning experiences. Derek Dye didn’t expect his to involve getting tossed out of a baseball game.

That was the viral story for this University of Illinois alum’s first big-time summer job with Minor League Baseball, working as a stadium operations intern in August 2012. Back then, Dye was a rising senior in the Recreation, Sport and Tourism program at Illinois, eager to break into the sports industry. 

“I would’ve done anything to work in sports,” Dye said. “The minor league was the main target for me, a lot of people wanted to get their foot in the door.” 

Growing up in Moline, Illinois, sports were truly his life: Dye ran a backyard football club in high school and developed a passion for sports data of the major leagues. His dream was to become the general manager for the Chicago Cubs. 

When college neared, he applied to relevant programs across the state that could help him reach his goals. He eventually broke through the waitlist for the University of Illinois’ Recreation, Sport and Tourism program in the spring of 2009. 

“The RST major was the first thing I was looking at, I thought it was the perfect fit,” Dye said. 

It’s customary for RST students to work an internship in the field before they graduate. Baseball’s minor league was his main target, including the Quad City River Bandits in his hometown. 

The summer before his senior year at Illinois, he landed a seemingly perfect role: an internship with the Daytona Cubs, the Minor League Baseball team in Daytona Beach, Florida, and affiliate of the Chicago Cubs. 

He ended up taking out a $1,700 loan from his grandma to live in a Daytona Beach apartment. When the summer of 2012 began, Dye began a do-everything internship for the Cubs: serving stadium food and beverage, cleaning the bleachers, selling tickets and running the soundboard, all for a $50-a-week stipend. 

“You’re gone!”

A picture of the Daytona Cubs soundboard’s options for “bad call.” (Provided).

August 1, 2012. The Fort Myers Miracle faced off against the Daytona Cubs.

At the top of the eighth inning, a Fort Myers batter hit a ground ball to short. The Cubs threw it first, and the umpire called it safe. But Dye, sitting up in the press box, thought it was an out. Earlier that week, Daytona had added an array of audio snippets on the soundboard to play for a “bad call.” 

One of them was an organist’s rendition of “Three Blind Mice.” Dye clicked on it. 

Umpire Mario Seneca’s head perked up, then he turned and pointed to the press box. “You’re gone!” 

The crowd was puzzled, and Seneca continued to gesture up to the soundboard, where Dye was at the helm. “Turn the sound off the rest of the night.” 

Fear washed over him. 

“As you can imagine, being 21 years old and 1,200 miles away from home, my first reaction is ‘what just happened? I’m gonna get fired,” Dye said. “I can’t believe this is actually happening.” 

(Through the shock, Dye fired off a tweet about his ejection, and later uploaded the live footage of the incident to the Daytona Beach Cubs YouTube channel.) 

Ejected from his post, the press box was silent: no batter walkups, no anything. The fans started to announce the game themselves, standing from the stands and shouting out the players’ names who were up to bat. 

After the game, Dye resumed his usual grunt work, leaf-blowing peanuts from the stands. Then his phone started ringing off the hook: calls came in from reporters at CBS, ESPN, Major League Baseball. 

News of his ejection was trending on Twitter. Everyone wanted to know about the soundboard guy—an intern—who was thrown out of the game for playing Three Blind Mice. 

“I tried to talk to as many people as I could,” Dye said. He took calls until 2 a.m. 

After waking, WGN called him. Unbeknownst to him, it was live on air. He answered questions from his closet so he wouldn’t wake up his roommates.

Dye’s ejection contended for the Minor League Baseball “Moment of the Year.”

He went to the ballpark the next day, and 45 more publications were there to talk to him. 

The fallout from the league arrived immediately. Florida State League Commissioner called the incident a “mockery of the game” and fined the team $525.

Dye was banned from the press box for the remainder of his internship. But the team’s general manager, Brady Ballard, covered the fee for his barely paid intern. 

“It showed me he saw the big picture,” Dye said. “I was a 21-year-old intern doing my work to engage the crowd and cut my teeth in sports. He didn’t shy away from it, and his support also helped the story grow legs.” 

And the Daytona Cubs sold out their stadium the very next game. 

“I think the legend behind it had more sticking power than it would nowadays,” Dye said.  “Every year it comes up in August for the anniversary.” 

‘Your rep is your personal brand in the industry’

When Dye returned for his senior year at Recreation, Sport and Tourism, advisor and instructor Ryan Gower—now chancellor of Illinois Eastern Community Colleges—asked one of his classes: “Anyone have any funny stories from their internships?” 

Everyone looked back at Dye and laughed. He had gotten texts from classmates about his ejection for the whole month. 

After working in the sports world, Dye is now the director of marketing for Chicagoland’s Affy Tapple.

“Instead of putting my head down, I was able to turn what could’ve been a really negative thing into a really fun story,” Dye said.

He took classes from RST’s many memorable professors, including Clinical Associate Professor Michael Raycraft and Adjunct Instructor Kyle Emkes, and experienced the breadth of the leisure and tourism side of the major in classes with Professor Carla Santos and Professor Emeritus Kim Shinew. 

He also took on new roles in his budding sports career, working 40-hour weeks while interning for Illinois Division of Intercollegiate Athletics. He helped the kids club and worked with spring sports teams, such as softball and tennis.

Words from instructor and former Illinois volleyball coach Don Hardin lingered with him: if you want to work in sports, you’ll have to handle the tough stuff. 

“There’s going to be grunt work, not everything is going to be a glamorous stop,” Dye said, paraphrasing Hardin’s advice. “You’re going to have to be on the front lines, and your rep is your personal brand in the industry.” 

After graduating in 2013, Dye interned with Tampa Bay Rays and later managed eCommerce for Sports Collectibles, a sports memorabilia seller. Today, he’s the marketing director for Affy Tapple, a caramel apple producer in Chicagoland. 

His degree at RST continually comes in handy at his newest role, where he’s had to manage people and organize big events. Dye hasn’t become a Major League general manager, but the moment he feared would stain his reputation ended up shaping how he shows up for others.  

“Being on the ground level, you see everything and learn how to make the best of tough situations,” Dye said. “I’ll never be hard on someone for trying their best.” 

Editor’s note:

To reach Ethan Simmons, email ecsimmon@illinois.edu.
 

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Illini Success Report: Most new AHS grads find employment or continue education



The majority of 2024-25 University of Illinois graduates have found a next destination post-grad, with most gaining employment or continuing their education. 

The Illini Success initiative surveys recent Illinois graduates on their post-grad destinations, experiential learning participation and salaries, if applicable. The most recent Illini Success Report gathered responses from students who obtained their bachelor’s degree in August 2024, December 2024 or May 2025. 

Sixty-five percent 2024-25 U. of I. graduates disclosed their landing spots. Of those respondents, 58% of Illinois graduates found employment, 34% continued their education and roughly 1% committed to volunteering or service opportunities. 

In all, 392 recent graduates from the College of Applied Health Sciences responded to the Illini Success survey, good for 60% of the 2024-25 graduating class.  

Ninety-six percent of them secured their “first destination,” with 60% opting to continue their education for graduate degrees or other academic programs and 36% of them finding employment straight out of college. Twelve AHS graduates disclosed their first-year salaries, averaging $58,177

In 2024-25, 655 students graduated from the College of Applied Health Sciences at Illinois, up from 616 in 2023-24. 

Of all recent U. of I. graduates who resided in Illinois, 80% of them found employment or continued education in their home state. Overall, 70% of graduates reportedly remained in Illinois post-graduation. 

“Our university is by far the top choice for enrollment in graduate and professional school programs, reflecting that students find meaning and value in continuing their studies at Illinois,” wrote Illinois Chancellor Charles L. Isbell, Jr.

But this class still traveled far after flipping their tassels: surveyed graduates found employment or academic enrollment in 48 U.S. states and 24 foreign countries

For the full Illini Success Report, visit the Illini Success website.

Editor’s note:

To reach Ethan Simmons, email ecsimmon@illinois.edu.
 

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Two AHS faculty members recognized for excellence in instruction



SHS Associate Professor Mary Flaherty (left) and HK Adjunct Instructor Christy Bazan were recognized for excellence in instruction.

Every year, the University of Illinois Office of the Provost recognizes faculty members for excellence in instruction, who are nominated by committees of faculty, staff and students at each college.

This year, two Applied Health Sciences faculty members won campus awards for their teaching and mentorship in the classroom: Speech and Hearing Science Associate Professor Mary Flaherty won for Excellence in Undergraduate Teaching, and Health and Kinesiology Adjunct Instructor Christy Bazan won for Excellence in Online Teaching.

Both instructors will be recognized at the university’s Celebration of Academic Excellence on Wednesday, March 25, at the Krannert Center for the Performing Arts.

On top of mentoring student researchers through her Child Speech Research Lab, Flaherty teaches undergraduate- and graduate-level courses in Speech and Hearing Science, such as SHS 358: Understanding Research Methods in Communications Sciences and Disorders and SHS 352: Hearing Health and Society, along with advanced SHS 552: Pediatric Audiology and SHS 570: Evidence-Based Practice for SLPs and AuDs.

Bazan, a licensed environmental health practitioner, teaches several community health-oriented classes in the college and Department of Health and Kinesiology, including AHS 199: Applied Data Solutions in Health Sciences, HK 204: Drug Use and Misuse—a subject she co-authored a book on—HK 207: Introduction to Epidemiology and HK 408: Environmental Health.

The College of Applied Health Sciences asked them about what this recognition means to them, and what they’d like to say to students past and present.

What does this recognition mean to you?

Bazan: I am honored and grateful to receive this online teaching award.  With support from AHS and my colleagues, many doors were opened to me that allowed me to grow in teaching in online environments.  From course redesign, Open Education development, video recoding lectures and developing online content, I have placed emphasis in my courses that shows how important it is to ensure students learn and have experiences just like they might when taking an in-person course.

Flaherty: This recognition means a great deal to me because my undergraduate teaching is centered on helping students learn how to evaluate information responsibly and use evidence thoughtfully in real-world decisions. Many students encounter an overwhelming amount of health and science information online, and a core goal of my teaching is to help them distinguish credible evidence from oversimplified or misleading claims. I aim to make research feel accessible and relevant, while also supporting students as individuals through structure, feedback, and mentorship. Being recognized for this work affirms the importance of teaching students not just what to learn, but how to think, question and apply evidence with care.

Anything you’d like to say to past and current students?

Bazan: My goal as an educator is to cultivate learners who are critical thinkers, empathetic communicators and lifelong learners. I want students to leave my courses not only with knowledge of content but with the confidence and tools to apply that knowledge ethically and creatively in their own lives and in their own communities. Keep learning, learn things in new ways, connect with your professor and your peers in your online classes and engage thoughtfully in an increasingly interconnected world.

Flaherty: This award belongs to my students. I love teaching, and I care deeply about undergraduates and their growth, both inside and outside the classroom. My students show up with curiosity, honesty and a willingness to engage deeply, and they continually remind me why this work matters. Their questions, perspectives and trust shape how I teach, and their commitment to learning pushes me to be a better instructor every year. I am grateful to every student who has shared their time, effort and openness with me. This recognition reflects what we have built together.

Editor’s note:

To reach Mary Flaherty, email maryflah@illinois.edu.
To reach Christy Bazan, email cbazan3@illinois.edu.
 

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WCIA: The link between healthy eating and brain outcomes for toddlers



Thaynã Flores and Pedro Hallal, professors of Health and Kinesiology, joined the University Updates segment of WCIA 3 News this week. (WCIA 3)

It’s no secret that the food you eat every day can impact your body or impact how you feel. Now, researchers at the University of Illinois are learning the link between what toddlers are eating, and how they think years later.

A team of professors from the College of Applied Health Sciences joined WCIA 3’s Amanda Brennan in the studio for Tuesday’s “University Update” to talk all about their new study, that found an association between unhealthy dietary patterns in early childhood and lowered cognitive test scores for kids years later.

“Our take home lesson today is that nutrition earlier in life really matters,” said Thaynã Flores, health and kinesiology assistant professor. “At age two, the brain is still developing fast and what the children eat during this period influences the brain’s outcomes later.”

Pedro Hallal, a professor with the Department of Health and Kinesiology added that it’s “no secret” that what you eat can influence your chronic disease risk or other physical impacts.

“What is new about this study is that what kids eat very early in life, at the age of two, will influence your brain, your cognition ability at age six. The more ultra-processed foods kids eat, the less developed their brains will be at age six. And that’s concerning,” Hallal said.

Watch their full appearance on WCIA 3 News.

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A message to Speech and Hearing Science, from Department Head Georgia Malandraki



Georgia Malandraki, professor and department head of Speech and Hearing Science, has begun her second month as department head. (Ethan Simmons/College of AHS)

Dear Speech and Hearing Science community,

It is with pride and a deep sense of responsibility that I begin my role as Head of the Department of Speech and Hearing Science. Returning to Illinois, where I completed my Ph.D. and where many of our distinguished faculty shaped my early career, feels like coming home. It is both humbling and exciting to now have the opportunity to give back to the community that supported me from the start.

Over the past several months, I have begun to learn the many stories, strengths, and aspirations that make SHS such a vibrant community. Every conversation with faculty, staff, and students has reminded me of something I have known since I was a student here: SHS is a community where excellence and compassion go hand in hand, and where people genuinely care about making an impact. I am grateful to join you as we continue building on that foundation together.

I am thankful to be joining the department at a time of remarkable momentum, built under the leadership of former Head and Professor Pamela Hadley and Dean Cheryl Hanley Maxwell. The shared governance model, the selfless and dedicated service of faculty, the collective passion for impactful research and clinical training, and the strong commitment to inclusion that I have witnessed during this transition are outstanding.

Equally impressive is the work ethic and dedication of our faculty, staff, and students, clear indicators of the remarkable potential ahead. Importantly, the support and enriching environment provided by the College of Applied Health Sciences and the University as a whole foster collaboration, innovation, and sustained excellence, creating the conditions for SHS to grow and continue its legacy as one of the leading departments in the state and the country.

As we look toward the future, I see a department that not only sustains this legacy but continues to grow its reach locally, nationally, and globally. Together, we will focus on our shared goals:

  • Strengthening our position as a global leader in research and clinical training in communication sciences and disorders
  • Empowering students through exceptional and forward-thinking education
  • Expanding our engagement with communities and partners who rely on our expertise
  • Growing the resources and support needed to enhance discovery, education, and service

These are meaningful goals, and I am confident we can achieve them. The talent, commitment, and heart I see within SHS are truly remarkable.

In the coming months, I look forward to hearing your ideas, learning from your experiences, and working with you to shape the next chapter of SHS. I welcome perspectives from everyone—students, alumni, faculty, staff and friends—because the future we create together will be stronger for it.

Thank you for the very warm welcome. I am inspired by this department, energized by its potential, and honored to walk forward with you.

With warmest regards,
Georgia A. Malandraki, Ph.D., CCC-SLP, BCS-S, ASHA Fellow
Professor and Head

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SHS researchers patent method to extract speech from noise using high frequencies



Associate Professor Brian Monson and Speech and Hearing Science Ph.D. student Rohit Ananthanarayana.

When we speak, the air moving through our vocal cords generates soundwaves vibrating at different frequencies: the higher the frequency, the higher the pitch. 

Most of our modern audio technology, including hearing aids, headphones, and phone conversations chop off the “top end” of these soundwaves to compress the information coming in while keeping speech understandable. 

But these extended high frequencies—8,000 Hz and above—contain important signals in the human voice, especially for comprehending speech in noisy environments. 

Two researchers in the Department of Speech and Hearing Science at the University of Illinois Urbana-Champaign, Associate Professor Brian Monson and doctoral student Rohit Ananthanarayana, have patented an algorithm to identify and extract speech signals from noise by using extended high-frequency information. 

The technique is novel, and with some investment, could be mapped onto existing modern hearing aids, earbuds and more. 

Where are these high frequencies useful? Picture a restaurant date where you’re trying to pay attention to your partner speaking on the other end of the table, and voices of other customers are bouncing all around you. 

“In those noisy settings in particular, that’s when these higher frequencies become valuable,” Monson said. “All the background noise masks out and interferes with those low frequencies, whereas these really high frequencies tend to stay pretty stable and unmasked, undegraded by the background noise.” 

Humans can hear frequencies vibrating from 20 Hz all the way up to 20,000 Hz. Most modern hearing aids capture frequencies up to 6,000 Hz, which covers most everyday sounds. Most clinical hearing tests don’t test subjects’ hearing above this range. 

Consonant sounds called “voiceless fricatives,” such as “s,” “sh,” “f” and “ph” sounds, contain energy above 8,000 Hz. Through grant-funded experiments, the researchers have shown the usefulness of these high-end frequencies—such as determining whether someone is facing you and speaking, or if they’re facing a different direction. 

In those noisy settings in particular, that’s when these higher frequencies become valuable.

Brian Monson

Associate Professor, Department of Speech and Hearing Science at Illinois

One experiment conducted by Monson and Ananthanarayana asked participants to listen to another person speaking, with and without the high-frequency range, and determine whether the speech was directed at them or not. 

“If you test listeners’ ability to perform this task, to determine whether someone’s looking at you or looking away, they do quite a bit better at that task if they have access to those really high frequencies,” Monson said.

While performing high-frequency research, the algorithm became an interesting side project to work on. The algorithm was developed to be retrofitted as well: the listening benefits could be implemented on existing tech with a firmware update. 

“We wanted to find some way to utilize the information in those extended high frequencies to enhance the target speech signal,” said Ananthanarayana, who began his Ph.D. at Illinois in 2021. “We identified a way that was novel but also feasible to try out with the resources and time that we had.” 

The patent itself was four years in the making; Monson filed the provisional patent in December 2021, and the two researchers used their backgrounds in electrical engineering to test, code and strengthen the algorithm further. 

To test its efficacy, they ran the algorithm on simulated speech recordings, where the “target talker” uttered short sentences in a noisy environment. The algorithm was judged for its ability to enhance the target signal’s clarity while suppressing background noise. 

Together with the Office of Technology Management, Ananthanarayana and Monson put together their patent application to safeguard their idea, which was awarded in October. 

“Ideally, someone would take interest in this—whether that’s us or someone else—and run with it to see if it’s implementable in hearing aid technology or other assistive listening device tech, like over-the-counter hearing aids, earbuds, headphones,” Monson said. “We think there’s potential there.”

Editor’s note:

The patent “Speech Identification and Extraction from Noise Using Extended High Frequency Information” was approved in October 2025. 

To reach Brian Monson, email monson@illinois.edu 
To reach Rohit Ananthanarayana, email rohitma2@illinois.edu
 

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Social identification with a team boosts fans’ social well-being



Professor Yuhei Inoue most recent study with his team shows that consumers’ identification with service organizations, such as sports teams, has a real impact on their social wellbeing. Photo taken at the University of Illinois Urbana-Champaign on Thursday, Sept. 25, 2025. (Photo by Fred Zwicky / University of Illinois Urbana-Champaign)

CHAMPAIGN, Ill. — Sport fans all know that rosy feeling of happiness when we hang out with others who support our favorite team. A new study conducted with sport consumers in the U.S. and the United Kingdom suggests that organizations that want to enhance their supporters’ health and well-being can achieve that by bolstering their social identification with the group.

University of Illinois Urbana-Champaign recreation, sport and tourism professors Yuhei Inoue and Mikihiro Sato say that social identification with organizations boosts our social well-being — our ability to form and sustain meaningful relationships — by giving us access to three important social and psychological resources: in-group trust, a sense of purpose and meaning, and perceived progroup norms  which are the beliefs that all group members are prioritizing our collective best interests.

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Online Allies: How Black travelers view DMO social advocacy statements



RST Assistant Professor Charis Tucker: “Tourism marketing must go beyond surface-level representation.”

In the summer of 2020, when streets across the U.S. filled with protests for racial and social justice, something unusual happened in the world of tourism. Destination marketing organizations—better known as DMOs—suddenly became vocal online allies. Their Instagram grids turned black. Their feeds carried hashtags of solidarity. Their captions spoke of inclusion, equity and justice.

It was a striking moment for an industry that historically has not been known for inclusivity. But it raised an important question: did these digital gestures matter to Black travelers, the very audience the messages were meant to support?

That question became the focus of a new study entitled “Online Allies? Exploring Black travelers’ perceptions of DMO social advocacy statements” and published in the Journal of Travel Research. For the researcher behind the project—Dr. Charis Tucker, an assistant professor in the Department of Recreation, Sport and Tourism at the University of Illinois—the motivation was straightforward.

“Organizations in various industries, including tourism, began engaging in digital advocacy, posting their support for racial diversity, the Black community, and/or the Black Lives Matter Movement,” Tucker said. “What was missing from the conversation, however, were the voices of the community for whom this advocacy was directed. I wanted to understand how these statements resonated with Black travelers.”

In this context, “social advocacy statements” means the public messages organizations choose to share online—on websites, social feeds or campaigns—about issues such as racial justice, LGBTQ rights or mental health.

“These statements are usually made during key moments after a major social event or movement,” Tucker said. “They’re meant to show that the organization cares about more than profit; they care about people and justice, too.”

But do they succeed? Or do they come off as hollow gestures?

To find out, the Tucker and her colleagues reviewed real-world posts from DMOs, looking at the kinds of images and captions they used. Then, they designed a set of mock posts that reflected different advocacy approaches:

  • A simple black square.
  • A black square with a short statement of solidarity.
  • A photo of a Black family holding a sign that read “United Against Hate.”
  • The same photo, paired with a written statement.

Nearly 200 participants evaluated the posts through an online research platform. Their reactions revealed not only what felt meaningful, but also what felt empty.

The black square, a widely used digital symbol in 2020, flopped in the experiment. Participants dismissed it as vague and performative.

A mockup of a black square Instagram post. Many corporations, including DMOs, posted similar images during 2020’s racial justice protests, in an effort to show solidarity. Tucker asked participants to evaluate different responses from DMOs on how meaningful, or hollow, the gestures felt.

The black square paired with a written statement prompted the most critical reflection. It made travelers stop and ask: does this organization actually understand us? Do they back up these words with action?

“I think this is a little lackluster compared to the other statements I have seen. I don’t want to be represented by just a black square” one participant said.

Posts that combined imagery with text—especially featuring Black people—were seen as more sincere and intentional. The message was clear: gestures need words and words need actions.

So how can DMOs avoid looking performative? According to the study, the key lies in specificity and consistency.

“Organizations must explicitly state their stance,” Tucker said. “Their posts should include who they are supporting, why, and—perhaps most importantly—how. This will limit scrutiny that is sure to come with vague or ambiguous messaging.”

Equally critical is aligning statements with a track record of action. Many participants questioned whether DMOs had been inclusive in the past. Without history to back them up, even the most polished posts risked falling flat.

The implications for tourism marketing are significant. For decades, Black travelers have been underrepresented—or completely absent—in promotional campaigns. In response, they created their own spaces for community and representation.

“Tourism marketing must go beyond surface-level representation,” Tucker said. “Genuine inclusion requires more than simply featuring Black travelers in promotional materials. It demands thoughtful, consistent effort that reflects a genuine understanding of and engagement with Black communities.”

One concept that emerged from the research is something called “relational legitimacy.” Put simply, it’s the trust that grows when organizations affirm the identities, values, and lived experiences of marginalized communities.

“To rebuild trust, DMOs should get to know their community, not just in its present state, but from a historical perspective as well,” Tucker said. “This means recognizing the past experiences, contributions, and challenges of these communities, and using that knowledge to inform more respectful, inclusive engagement.”

That means celebrating local Black voices—entrepreneurs, artists, and cultural leaders—while also listening closely to community feedback and adapting accordingly.

The study’s findings offer a roadmap for an industry that wants to do better. Social advocacy can’t be performative, and it can’t be a one-off post during a crisis. For Black travelers, sincerity shines through when organizations pair words with action, history with honesty, and representation with respect.

As Tucker noted, real trust is built not through hashtags, but through consistency.

For DMOs, the message is as clear as it is challenging: it’s time to move beyond the black square.

Editor’s note:

To reach Charis Tucker, email cntucker@illinois.edu.
The paper “Online Allies? Exploring Black travelers’ perceptions of DMO social advocacy statements” can be found online here: https://journals.sagepub.com/doi/full/10.1177/00472875241294235
 

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Tattoos as anchors of transformative travel



A tattoo one traveler obtained on a visit to Japan. Participants in the study were asked to share images of their tattoos, which embodied personal change, collaboration, and reminders of the travel experience. (Provided)

At the intersection of body art and travel lies a fascinating phenomenon: tattoos serving as anchors of transformative experiences.

A new study from Recreation, Sport and Tourism faculty members Toni Liechty and Joelle Soulard, along with recent RST graduate and current Western Michigan University Assistant Professor Xin Du—which earned a Silver Award at the TTRA International Conference—sheds light on how travelers inscribe their journeys into their skin—quite literally—turning fleeting moments into enduring symbols of change. Drawing on the theory of aesthetic reflexivity, Soulard and her team examined how tattoos reflect not only personal transformations but also the broader cultural contexts in which they are created.

At the heart of this study is aesthetic reflexivity, a lens that emphasizes how individuals make sense of their lives through aesthetic, embodied, and sensory practices. Rather than viewing tattoos as static souvenirs, Liechty and Soulard’s research frames them as dynamic expressions of ongoing transformation. Placement, style and design become as important as the stories behind them. Three themes consistently surfaced: tattoos as embodiments of personal change, tattoos shaped through collaboration with others, and tattoos serving as enduring reminders long after the journey ended.

In other words, the tattoo is not the final word on the experience—it continues to “speak” over time. A novel aspect of this research was the use of photo elicitation, where participants were asked to share images of their tattoos.

“This combination of stories and images provided a fuller picture of how tattoos expressed transformation and helped us notice patterns that might have been missed otherwise,” Soulard said.

This visual approach often unlocked memories and meanings that words alone did not capture. For instance, some travelers reflected on the significance of tattoo placement in relation to scars, or the choice of a particular design that tied back to their journey. By combining narrative and visual data, Soulard and Liechty were able to trace patterns of transformation that might have remained invisible otherwise.

The study included 31 U.S. travelers who had gotten a tattoo after what they considered a transformative trip. Participants were recruited to reflect diversity across age, gender, life stage, and destination. From backpacking in Asia to volunteering abroad or embarking on solo pilgrimages, the contexts varied widely. Yet, despite the diversity of stories, a shared thread emerged: the tattoo as both artifact and anchor of change. Recruitment continued until theoretical saturation was reached, ensuring that the insights reflected recurring themes rather than isolated anecdotes.

RST professors Toni Liechty and Joelle Soulard.

One of the more striking findings involved tattoo placement. Several participants deliberately chose sensitive spots—like ribs or spine—where pain intensified the meaning of the act. For them, the researchers said, enduring the process was part of the ritual, underscoring resilience and adding layers of depth.

“Across their stories, we also noticed common patterns,” Soulard said. “Tattoos used to cover scars, tattoos placed where others would see them as signs of transformation, and tattoos with symbolic designs, such as ancestral motifs, that carried personal significance. These layers of interpretation became visible when we looked at the tattoos alongside the participants’ accounts.”

Although the research did not include formal long-term follow-up, many participants described how their tattoos continued to serve as daily reminders of their journeys. In moments of stress or uncertainty, glancing at the tattoo provided grounding, calm, or renewed strength. This suggests that tattoos function not only as memory devices but also as active tools for navigating everyday life, anchoring identity and resilience across time.

A floral tattoo obtained by a traveler after a trip to New Zealand.

The findings hold valuable insights for tourism operators. Rather than offering only conventional souvenirs, Soulard suggests that operators could facilitate co-creation experiences with local artists—tattooists, calligraphers, or printmakers—that allow travelers to express transformation in deeply personal ways. Maker studios for engraved tokens, stitched patches, or memorial jewelry could provide meaningful alternatives. Post-trip reflection kits, blending journaling prompts with art, might also extend the transformative power of travel once travelers return home. These approaches recognize that identity work does not end when the trip concludes; it evolves.

Of course, tattoos are not free from cultural complexity. The researchers said they approached the subject with care, ensuring ethical research practices, IRB approval and respect for participants’ privacy. Photo sharing was optional, and aliases were used to protect identities.

“We also ensured that participants’ own stories and meanings were at the center of the research by giving them space to guide the conversation, and interpreting their tattoos through the explanations they offered,” Soulard said.

Importantly, the researchers acknowledged broader issues, such as the colonial suppression of Indigenous tattoo traditions, as well as the risks of cultural appropriation or stigma in modern practice.

Soulard and Liechty’s insights raise possibilities for future research. Longitudinal studies using diaries or repeat interviews could explore how the meanings of tattoos evolve over decades. As tattoos continue to gain cultural prominence, particularly among younger generations, their role as anchors of transformative travel is likely to expand.

What remains clear, Liechty and Soulard suggest, is that tattoos are more than body art—they are living, breathing narratives etched into skin, carrying the echoes of journeys that reshape lives.

Editor’s note:

To reach Toni Liechty, email tliechty@illinois.edu.
To reach Joelle Soulard, email jsoulard@illinois.edu.
 

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