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Myspace Or Ourspace: A Media System Dependency View Of Myspace, Andrew Schrock
Myspace Or Ourspace: A Media System Dependency View Of Myspace, Andrew Schrock
Electronic Theses and Dissertations
MySpace is a type of "social networking" website where people meet, socialize, and create friendships. The way MySpace members, particularly younger individuals, interact online underscores the changing nature of mass media. Media system dependency states that individuals become reliant on media in their daily life because of fundamental human goals. This reliance, termed a dependency, leads to repeated use. Media system dependency was applied in the current study to explain how and why individuals became habitual MySpace users. To attain results a survey was administered to a convenience sampling of 401 adult undergraduates at the University of Central Florida. Members …
Target Audiences And Communication Channels Of Lighten Up Programs In The United States, Nancy Leah Borden
Target Audiences And Communication Channels Of Lighten Up Programs In The United States, Nancy Leah Borden
LSU Master's Theses
Several Lighten Up programs around the United States were qualitatively studied in efforts to determine their target audiences and the communication channels used to reach these audiences. To guide this study, principles from the social marketing framework and the diffusion of innovations theory were applied. Several Lighten Up program executive directors and other high-ranking individuals in charge of the programs were interviewed in-depth to answer questions pertaining to target audiences and communication channels. Inductive data analysis illustrated that programs did not segment their target audiences, that more programs depended on interpersonal and group communication than mass communication, and finally, that …