Digital Commons Network^™

"This Is Exactly Why We Sweep Things Under The Rug:" A Polite Approach To Abc's Modern Family, Andrea Fasciano

Masters Theses

The sitcom has remained a popular choice for television viewers since its inception. They have evolved in their methods of entertaining their audiences, often depicting unlikeable characters engaging in antisocial behaviors. This study examines one such sitcom, Modern Family, through the lens of Brown and Levinson's politeness theory, and related concepts contributed by other theorists. These theorists maintain that a primary motive behind any interaction is the presentation and maintenance of a chosen identity or "face." Those actions that fail to maintain face, for either participant are called "face-threatening acts." This study attempts to determine if the characters behave in …

Are Supervisory Feedback Messages A Motivational Factor To Enhance Employee Retention?, Yang Yali

Masters Theses

Employee retention is one of most valuable resources in an organization. Feedback from supervisors provides opportunities to clarify expectations, adjust goal difficulty, improve job performance, and enhance job satisfaction. The present study is intended to investigate the role that supervisory feedback messages play in employee retention decisions. The participants took a three-session survey that aimed to examine their perception of supervisory feedback received through direction-giving messages, empathy-giving messages, and meaning-making messages, as well as the effect that each kind of message had on each participant's retention intent. The follow-up interviews were conducted to explore in-depth insights on the factors motivating …

Lights, Camera, Vote: An Agenda-Setting Analysis Of Celebrity Endorsements And News Correlation During The 2012 Presidential Election, Amanda Jacobsen

Masters Theses

Many studies have been done in order to prove the idea that celebrity endorsements can affect elections; however little research has exposed the ongoing correlation between entertainment and news media in America. This research investigates the strong correlation between entertainment websites and mainstream news websites during the 2012 United States presidential election by way of celebrity endorsements. The sources examined included celebrity, entertainment journalism sites such as The Huffington Post, People and E! as compared to networks; ABC News, NBC News, Fox News, CNN and CBS News. Twelve celebrities were chosen by means of their given Q Score. Their announced …

Traversing Bourgeois Spaces: How A First-Generation College Student Makes Sense Of The Academy, Tabatha L. Roberts

Masters Theses

This thesis presents an autoethnographic interrogation of the intersections of identity for a first-generation college student (FGC) in the process of becoming an FGC PhD graduate/student. It explores the intersections of social class and power and how both concepts are embedded in educational practices, specifically through interpersonal relationships of teacher/student, and within institutions of higher education. Through the theoretical lenses of co-cultural theory and critical communication pedagogy, and the methodologies of autoethnography and the sensemaking paradigmatic framework it is possible to see how I interrogate my positionality as a working-class first-generation college graduate/student in the context of higher education institutions, …

Gossip, Exclusion, Competition, And Spite: A Look Below The Glass Ceiling At Female-To-Female Communication Habits In The Workplace, Katelyn Elizabeth Brownlee

Masters Theses

The glass ceiling is defined as the impenetrable force that excludes women and minorities from informal and formal social networks that provide access to executive positions (Callahan & Tomaszewski, 2007). There are many factors that contribute to the enduring nature of the glass ceiling such as the socialization of women and/or the patriarchal nature of the workforce, but research is still lagging with respect to understanding how women impact and experience one another within the workplace and how that contributes to their overall experience and drive to progress upwardly (Callahan & Tomaszewski, 2007; Fine & Buzzanell, 2000; Kanter, 1977a). Using …

Student-Teacher Relationships And Impacts Of Goal Orientation, Personality, Socio-Economic Status, And Performance: An Examination Of Those Served By Project Grad Knoxville, Kensey Ruth Parker

Masters Theses

This study seeks to understand the importance of teacher student relationships and the impacts of goal orientation, personality, socio-economic status, and student achievement. The study used a sample of students served by Project GRAD Knoxville, a non-profit organization that serves students in the heart of the city. The sample consisted of 110 college students who have received a scholarship from the organization. The results show that learning goal orientation is a significant predictor of student-teacher relationships. Knowing a student’s LGO and time spent discussing social topics can predict whether or not students will end up on academic probation 64% of …

Hangin' With Judas: A Narrative Analysis Of Stephen Adly Guirgis's 'The Last Days Of Judas Iscariot', Constance Falconer

Masters Theses

Stephen Adly Guirgis has created an era-melting play, The Last Days of Judas Iscariot, which explores the timeless debate between divine mercy and free will. A systematic application of Walter R. Fisher's narrative analysis, through form identification and a functional analysis, determined how Guirgis accomplishes persuasion. This qualitative study focused on Guirgis's narrative, using Walter R. Fisher's narrative paradigm as a framework to answer the research question(s): (1) If Guirgis's ideology and created world in The Last Days of Judas Iscariot are foreign and imagined, how is narrative probability and narrative fidelity achieved?; and, (2) How does Guirgis persuade his …

The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton

Masters Theses

In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.

The Story Of Your Life On A Single Page: Assessing The Narrative Coherence Of Life Storytelling Through Facebook's Timeline Profile Design, Joseph Marcus

Masters Theses

Facebook's transition to the Timeline profile design brought with it a new focus: Life storytelling. Walther Fisher posited the narrative paradigm as a way of understanding all communication in the form of stories. The paradigmatic component of coherence assesses the structural integrity of a narrative, the characters, and the encompassing themes found within. This study applies narrative coherence to the Timeline profile design to assess the coherence of life narratives told through individuals' Facebook Timelines. The researcher observed the Timeline profiles of 15 participants on the basis of three research questions. The researcher's observation yielded data suggesting that life narratives …

Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer

Masters Theses

While many organizations still struggle to effectively incorporate the present-day promotional framework of social media marketing, research reveals that non-profit organizations are lagging even further behind when it comes to the implementation of effective social media and interactive marketing strategies. The interactive marketing strategy model incorporates technology and media-based tactics designed to enhance marketing strategies within any industry. In this project, the primary researcher explored why non-profits are struggling to incorporate these specific strategies, and considered it through the lens of social cognitive theory. The purpose of this project was to focus on a specific non-profit organization and apply the …

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

A Nation In Its Prime: A Pentadic Study Of Walt Disney World's Main Street, U.S.A., Casey Guise

Masters Theses

The purpose of this paper is to consider the entrance to Walt Disney World, Main Street, U.S.A., as a rhetorical text and apply Kenneth Burke's dramatistic pentad. Background is provided on rhetorical theory and The Disney Company. Meanings are derived from messages interpreted using semiotics and symbolic interaction within the location. The significance of Main Street, U.S.A., as a replica of historic architecture and an illustration of revival architecture in creating emotive messages is discussed. Further discussion includes the implications of this study on corporations and the field of rhetorical studies in addition to suggestions for further research.

"It's Just That For The First Time, I Feel... Wicked": A Rhetorical Analysis Of Wicked's Elphaba Using Kenneth Burke's Guilt-Purification-Redemption Cycle, Patricia Foreman

Masters Theses

The purpose of this study was to examine the Broadway production, Wicked, and more specifically, the character of Elphaba, or the Wicked Witch of the West. The study utilized Kenneth Burke's theory of the guilt-purification-redemption cycle, and considered Elphaba's journey between the three steps of Burke's cycle. In order to understand this journey better, the researcher considered various facets of the show, including the script, lyrics, costuming, including attire and make-up, and interactions with other characters in the production. Elphaba's causes of guilt, including her mother's death, her relationship with Glinda, her cause in working with Animals, and failed magic …

"And Do You Take This Stranger To Be Your Lawfully Wedded Wife?": The Usefulness Of Social Penetration Theory Within Premarital Counseling, Katherine Beich-Forkner

Masters Theses

With fifty percent of today's marriages ending in divorce, one begins to wonder if engaged couples should be more prepared when entering into a marriage commitment. This mixed-methods study investigates the function of social penetration theory within premarital counseling programs. The research was designed to address three questions: (1) Do engaged couples believe they know the depth and breadth of their partner adequately enough to be prepared for marriage after receiving premarital counseling? (2) Do counselors indirectly support the basic premise of social penetration theory by actively using strategies to help engaged partners reveal important aspects of the breadth and …

The Rhetorical Canon Of Memory And The Assistive Use Of Mnemonics, Jonathan Bobby

Masters Theses

People often imagine at some point in their existence what it would be like to have a photographic memory. However, this mental aptitude is a misnomer, and extremely rare in humankind. What we possess from our Creator is a photographic mind. Our memory recall is based on the recognition of visual pictures that appear in our mind. The early communication theorists illustrated this recognition and described it in the fourth canon of rhetoric. Because of the advancements in information technology, memory no longer holds the significance it once did. Numerous academic texts refer to memory as the lost art of …

Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen

Masters Theses

Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …

Disease, War, And Famine In The Sudan And Haiti: A Crisis Noticed And A Crisis Ignored, Melissa Whalen

Masters Theses

The media acts as a gatekeeper and decides what material to cover and what not to cover. In order to better understand why one disaster receives media coverage and another crisis is virtually unnoticed by the media, the motives behind covering one story over another is analyzed in this study. Three major American newspaper articles concerning the Haitian earthquake and the crisis in Darfur are examined in order to discover the media's motives for covering Haiti over Darfur.

Harnessing Charisma For Leadership Training, Meagan Roper

Masters Theses

Effective leadership develops followers toward objectives that focus a group's energy to engage in its task and accomplish its goals. The following study sought to understand charismatic leadership and its role in creating transformational change. Through a mixed methods case study using surveys and interviews, this researcher sought to explain the essence of charismatic leadership. Within the organization this study investigated, this meant first establishing organizational vision for a family atmosphere and guiding members on the path to achieving that vision, generating motivation and dedication to the task goals. The researcher discovered practical communicative strategies for incorporating charismatic leadership in …

Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman

Masters Theses

Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …

The Phenomenon Behind The Bite: Altercasting As It Applies To Apple Technology, Elizabeth Baldwin

Masters Theses

This paper investigates how the brand Apple markets their product so that consumers feel obligated to buy their product. By looking at five main categories of brand loyalty, environmentally friendly practices, being up-to-date with technology, pricing with value and customer service, this paper will rhetorically analyze how successful of a job it does. To get an inside look at what the public thought on the the way that Apple fulfilled their altercasting this paper analyzed what people said about Apple verses competing technology brands. By drawing overall conclusions, recording trends and making observations about the way that people had been …

Using Attachment Theory And The Hyperpersonal Model To Examine Relationship Maintenance, Satisfaction, And Affectionate Communication In Romantic Relationships, Christina J. Gentile

Masters Theses

In this study, individuals in long-distance and geographically close romantic relationships are surveyed to examine if there are differences in regards to one's relationship maintenance, affectionate communication, and relationship satisfaction via Facebook that is exhibited to a romantic partner. Attachment theory also is utilized to examine the same variables, but to assess if the results vary by attachment style. Both this theory as well as the hyperpersonal model (Walther, 1996) is used to guide this research. This model is typically used to explain why initial interactions among strangers can lead to heightened levels of communication and idealization, but limited research …

Liminal Losers: Breakdowns And Breakthroughs In Reality Television's Biggest Hit, Caitlin Rickert

Masters Theses

This study explores how The Biggest Loser, a popular television reality program that features a weight-loss competition, reflects and magnifies established stereotypes about obese individuals. The show, which encourages contestants to lose weight at a rapid pace, constructs a broken/fixed dichotomy that oversimplifies the complex issues of obesity and health.

My research is a semiotic analysis of the eleventh season of the program (2011), focusing on three pairs of contestants (or “couples” teams) that each represent a different level of commitment to the program’s values. Specifically, I focus on dramatic “breakdown” moments in which these contestants are disciplined by …

Ethical Ambivalence In Local Television Weathercasting: A Rossian Analysis, Vernon Keith Thompson

Masters Theses

Today’s television weathercasters are being called upon increasingly to go beyond benign weather prognostications to become the “newsroom experts” for science topics. The expectation to act as both scientists and journalists can cause ethical ambivalence (EA), a sociological condition in which, faced with conflicting norms, the subject feels that he/she is being pulled psychologically in two different directions (Jansen & Von Glinow, 1985). This thesis presents a Rossian analysis of climate change in weathercasting, a topic that captures the most important ethical tensions arising from conflicting duties within the weathercaster role, specifically: a) how might the duties of the television …

Social Cognitive Theory Vs. Social Comparison Theory: Examining The Relationship Between Social Influence And Weight Loss, Emily Grigg

Masters Theses

This qualitative study investigated the impact of social influence on weight loss, more specifically, the internal and external elements that effect response and success of those who are trying to lose weight. The research focused on three questions: (1) How great of an influence does self-efficacy have in weight loss success? (2) How great of an influence does social comparison have in weight loss success? (3) Which factor has the largest impact on weight loss: self-efficacy, peer efficacy, or positive social support, or negative social support? Data was collected by the researcher conducting semi-structured interviews. These interview were conducted with …

A Strategic Communication Campaign To Build Effective Relationships, Lauren Kluge Padillo

Masters Theses

This creative thesis discusses a strategic communication campaign that will help build effective relationships with the use of several communication strategies and marketing plans. I used our department's move to a new location as an opportunity to initiate dialogue to solve communication problems that are currently an issue. A brochure was developed as a tool that can be later used for reference. The project was successful and did bridge the communication gaps. Based on the success of the project, we will continue to use the literature and make visits to our internal and external customers.

The Inmate Code: The Stories Lived And The Stories Told Of Men Behind Bars, Pauline Matthey

Masters Theses

Using Coordinated Management of Meaning, this study links socialization and identification with the intricate levels of the inmate code that male prisoners live by, or live with anyway, while being incarcerated. In doing so, the research showed that the more highly identified to the inmate code a prisoner is, the less likely he is to have a desire to coordinate the meaning of his stories lived with the stories told of others. Furthermore, this project uncovered a characteristic of metamorphosis, the TRAP, or Temporary Relapse Alluding to the Past. TRAP takes place when prisoners who have developed the ability to …

Organizational Identity As A Promotional Tool: The Case Of The Panther Paw, Samantha L. Neal

Masters Theses

This paper examines a promotional campaign that was put together during the fall semester of 2012. The campaign was for a local bar, the Panther Paw Bar and Grill, and after data collection, it was determined that the main issue the bar suffered from was a lack of identity. So, with this knowledge, organizational identity was chosen as the main promotional tool for the campaign. The content of this paper outlines this process from start to finish including data collection, the plan put in place for the bar, and the promotional work that was done throughout the fall semester of …

Corporate Social Responsibility And Team Identification In Professional Sports, Lisa Schleef

Masters Theses

Corporate social responsibility (CSR) programs are becoming more relevant, especially in professional sports. Community members have begun to expect sport organizations to have charitable foundations, given that they are in a perfect position to have successful CSR programs. Explained through team identification and social identity theory, CSR programs provide a great opportunity to bring fans together and foster team identification. CSR programs should help fans develop a positive social identity, by allowing them to become part of a group and interact with other fans. If a person is a fan of a team that helps its community and does good …

"Single Girl Summer" Enterprise: Building A Successful Brand Using Social Media As A Branding Tool, Rashida Lyles-Cowan

Masters Theses

This is a creative thesis that examines the benefits of using an integrated public relations and marketing campaign for the novel, Single Girl Summer. The campaign was created during the fall semester of 2012, after determining that the novel lacked a clear and concise brand identity. This document outlines important factors that happened during the campaign including; literature research, plan of implementation, promotional work, and more. Finally, this paper discusses the implications of the campaign and results, examining the effectiveness of the integrated public relations and marketing campaign for Single Girl Summer.

Coordination And Symbolic Convergence At The Candles Holocaust Museum And Education Center, Jessica Mcdonald

Masters Theses

Using Coordinated Management of Meaning (CMM) and Symbolic Convergence Theory (SCT), this study examines the ways in which meaning is managed between the messages of the CANDLES Holocaust Museum and Education Center and the visitors of the museum. The research shows that the museum and the museum visitors work together in order to create an overall rhetorical vision of the museum's main message, both within the museum space and beyond. Using the metaphor of conversation, this study demonstrates the three ways through which the museum and its visitors achieve the rhetorical vision: historical conversation, personal conversation, and residual conversation. In …