Digital Commons Network^™

Corporate Social Responsibility And Social Media Influencers: Effectiveness Of Csr Brand-Endorsed Messaging On Consumers, Hannah Sarmiento

USF Tampa Graduate Theses and Dissertations

Corporate social responsibility and social media influencers have both become key components in corporations’ strategic communication. Social media influencers who are knowledgeable on the subject they are communicating have been found to be influential on consumers attitudes and behaviors. Fit between brand-endorsed messages and the spokesperson have also been found to have similar effects. Grounded in the Source Credibility Model and Congruence Theory, the study aimed to identify and analyze the main and interaction effects of perceived expertise of social media influencers and perceived fit between a brand and its social media influencer on consumer attitudes and behaviors. The research …

Comparative Analysis Of Abortion Coverage In Cnn And Fox News From The Perspective Of Agenda Setting Theory, Xinyu Chang

USF Tampa Graduate Theses and Dissertations

This study examines the impact of media framing on public perception and discourse concerning the contentious issue of abortion legislation, as delineated by two major U.S. news outlets, CNN and Fox News. Incorporating the principles of Agenda-Setting and Framing theories, this research utilizes a textual analysis approach to dissect the narrative structures, framing strategies, and the role of key actors within the media outlets' coverage. The investigation focuses on news articles published between 2010 and 2022, applying both qualitative and quantitative methodologies to scrutinize linguistic constructs, framing techniques, and potential biases.

A comprehensive analysis reveals marked ideological disparities, viewpoints, and …

Influence Of Merck Gardasil 9 Advertisements On Male Vaccination Behavior Through A Health Belief Model Framework, Lauren Kierpa

USF Tampa Graduate Theses and Dissertations

Merck’s Gardasil advertisements for human papillomavirus (HPV) traditionally targeted women, thus feminizing the vaccine (Daley et al., 2017). With the release of newer gender-neutral Gardasil vaccine advertisements, this study seeks to understand the influence this campaign has on college-aged males’ intent to vaccinate. This study, grounded in the health belief model, analyzes the “Numbers Move You” advertisement through in-depth interviews. Then, for increased validity, a textual analysis of Merck Gardasil broadcast advertisements was conducted with the health belief model as a framework. The health belief model seeks to understand the reasoning behind health behavior change. The health belief model includes …

No Change No Gain: A Comparative Framing Analysis Of The Nfl’S Inspire Change Campaign, Kia K. Cannon

USF Tampa Graduate Theses and Dissertations

This research provides a basis for understanding how public relations practitioners should present CSR initiatives in their organizations and how the media may interpret its initiatives. The researcher analyzed how the NFL framed its Inspire Change campaign and how it was translated in the media. First, a qualitative textual analysis determined how the NFL strategically framed its newly founded social justice initiative. Then, another textual analysis examined how the media framed the Inspire Change initiative and if the NFL’s preferred frames were reflected in the media. The results reveal that while two out of three of the NFL’s frames of …

Lights, Camera, Recruitment: Analyzing Dod-Hollywood Synergy And Its Effects On Attitudes And Behaviors Towards The Military, Jose-Andres Leon-Gil

USF Tampa Graduate Theses and Dissertations

The purpose of this study is to research priming effects on DoD influenced films and uncover if there are significant effects affecting attitudes, beliefs, military support, and behaviors. This study is important because there is a lack of literature on the effects of DoD-influenced films. A portion of top grossing films are influenced by the DoD while there is little research on the effects consumers have. This study conducted an experiment testing the effects of behaviors and attitudes when a priming stimulus is presented. The priming stimulus was a military-influenced film clip and a military advertisement. Three groups were made, …

From The Patient’S Perspective: Understanding The Colorectal Cancer Patient Experience Portrayed In Edutainment Television, Allison M. Fisher

USF Tampa Graduate Theses and Dissertations

This study qualitatively examined how edutainment television portrayed the colorectal cancer (CRC) patient experience, and whether it reflects the real-life CRC patient experience. This was done by first facilitating a textual analysis of edutainment television episodes from popular medical dramas and the docuseries Country Ever After. Interviews with real-life CRC patients were then facilitated to gather perspectives on whether edutainment television’s depictions were reflective of their experiences. This study utilized cultivation theory to identify whether edutainment television reinforces stigmas about the CRC patient experience. Additionally, uses and gratifications theory was implemented to investigate how CRC patients interact with media platforms …

Focus Group Discussions With Rural Women In Yobe State On Information Services For Community Engagement On Development Issues In Nigeria, Aondover Eric Msughter, Mohammed Khalid Idris

Journal of African Conflicts and Peace Studies

In this information age, it is recognized that women's active participation is an essential component of community engagement, and sustainable development. Within this context, this study examined information services for community engagement on development issues in Nigeria with rural women in Yobe State. Qualitative method of data generation was adopted. Focus Group Discussion was carried out with women from the four (4) selected communities. Purposive sampling technique was adopted to select 24 participants for the FGD. The tenets of Source Credibility Theory served the study goal. Based on the findings, it is apparent that most of the women in these …

An Experimental Analysis Of The Effect Of Crisis Response Message Strategies On Consumer Emotions, Perceptual Beliefs And Intended Behavior, Valentina Ahumada

USF Tampa Graduate Theses and Dissertations

This study investigates the different dynamics of consumer responses to crisis communication strategies employed by businesses during challenging situations. Focusing on emotions, attitudes, and behavioral intentions, the research explores the impact of denial, diminish, and apology crisis messages on consumers. Drawing on a comprehensive analysis of a crisis scenario, the study illuminates the intricate relationship between these strategies and consumer emotions such as anger, disgust, sadness, and happiness. The findings reveal nuanced patterns, demonstrating that while denial messages evoke strong negative emotions and unfavorable attitudes, diminish messages, when perceived as deflecting blame, can lead to mixed emotional responses and ambiguous …

Why China Cares About Canada’S Indigenous Residential Schools: From Whataboutism To Internal Denial, Xiyuan (Marvin) Xia

Genocide Studies and Prevention: An International Journal

This article examines how the Chinese government and its propaganda departments use genocide-related discourses to fulfil different political purposes at home and abroad. By criticizing Western colonialist regimes’ assimilation policies, especially Canada’s Indigenous residential schools, the Chinese diplomats apply the rhetoric of whataboutism to dodge the international community’s questions about China’s systematic persecution of Uyghur Muslims. Domestically, China’s state media intensively cover Canada’s residential school system and the colonial genocide against Indigenous people, trying to distract the audience from the state atrocities in Xinjiang and mislead the public to distrust Canada and other countries’ motives for accusing China of committing …

Advocating For Diversity, Equity, And Inclusion: A Study Of The Nhl’S #Hockeyisforeveryone Campaign On Twitter, Jessica Martinez

USF Tampa Graduate Theses and Dissertations

With more than 6.8 million followers on Twitter (as of Feb. 2023), the National Hockey League (NHL) has a large platform that has the potential to influence societal change not only in the United States and Canada, but also globally. This study aims to understand how corporate social responsibility initiatives pair with diversity, equity, and inclusion (DEI) programs. Furthermore, this research seeks to understand how organizations communicate these messages with their publics through social media. This study specifically examines news frames and charity support behaviors implemented by the NHL in messages about its DEI campaign, “Hockey Is For Everyone,” and …

Consumer Purchase Intent In Opinion Leader Live Streaming, Jihong Huo

USF Tampa Graduate Theses and Dissertations

The COVID-19 prompted the live-streaming industry to become popular, and live streaming by opinion leaders became a new way of shopping. In live-streaming by opinion leaders, the time from understanding the product to completing the purchase behavior is short; opinion leaders, in turn, use live-streaming to boost sales and personal exposure. Despite the popularity of opinion leaders' live consumption, there are still relatively few studies on it. Therefore, this paper will study what factors promote consumers' purchase intention during the live streaming of opinion leaders.Using the Stimulus-Organism-Response Model (SOR) as a theoretical framework, this paper uses a quantitative research approach …

How The Taiwanese Podcast Bailingguo News Framed The 2019 Hong Kong Movement: A Framing Analysis Of The Anti-Extradition Law Amendment Bill, Yu-Fei Chiu

USF Tampa Graduate Theses and Dissertations

Nowadays, people can access different types of media to get information. Podcast is one of them and became more popular in recent years. In Hong Kong, the anti-Extradition Law Amendment Bill movement took place in 2019. In this research, we are looking for the frames that Kylie and Ken as the hosts of the Taiwanese podcast - Bailingguo News used when they talked about the movement. The researcher applied framing theory to conduct this study, using textual analysis to analyze five episodes that mentioned the movement on Hong Kong from Bailingguo News. The researcher extracts the themes in the podcasters' …

Communicating Breast Cancer Awareness: Using The Health Belief Model To Develop Mass Communication Themes To Influence Early Detection Behaviors, Srisai Kamakshi Ramya Harika Pucha

USF Tampa Graduate Theses and Dissertations

Breast cancer (BC) is the most fatal cancer in India and has affected more than 1.3 million people in the year 2020 alone, making it a national public health priority. The reason for this alarming increase in BC incidences and mortality rates stems from a severe lack of awareness and the absence of targeted interventions. Considering the absence of a national level breast cancer awareness program, the following study sought to understand Indian women’s preconceived notions about the disease and the available screening methods to contribute to future mass communication campaigns in India. The study used a pre-designed interview guide …

Cinema Studies, Burak Turten

University of South Florida (USF) M3 Publishing

PREFACE

Cinema Studies is a comprehensive book that, is hoped, will provide students and researchers with film studies and other persons interested in cinema with a useful reference book on film analysis and, where relevant, the different discussions surrounding that. The contributors analyze some films using ideas and concerns from modernism, cinematographic narrative, ideology, propaganda, migration, nomadism, and the sense of revenge. The book provides new insights into films and turns the discussion towards recent research questions and analyses, representing and constituting in each contribution new work in the discipline of film text analysis.

Therefore, each chapter of this book, …

An Analysis Of International Soccer Fans’ Knowledge Of Qatar, Perceptions Of Qatar’S Country Image, And Intention To Support The 2022 Fifa World Cup, Taleb Al-Adbah

USF Tampa Graduate Theses and Dissertations

International sporting competitions have become an essential tool for countries to promote a favorable image of themselves around the world. This study focuses on the FIFA 2022 World Cup, which will be hosted by Qatar - the first Arab country ever to host the event. Since 2010, when Qatar was awarded the FIFA 2022 World Cup, several studies have shown that soccer fans are hesitant to attend matches in Qatar. This study investigates the correlations between soccer fans’ level of knowledge, soccer fans’ perception of Qatar using a 4D model of country image, and soccer fans’ behavioral intention to support …

The Tesla Brake Failure Protestor Scandal: A Case Study Of Situational Crisis Communication Theory On Chinese Media, Jiajun Liu

USF Tampa Graduate Theses and Dissertations

The aim of this thesis is to test how Tesla handles a protestor in Tesla’s booth in Shanghai. This thesis evaluated the effectiveness and acceptance of Tesla’s public relations and crisis communication through analyzing domestic Chinese official news articles and consumers’ attitude on China’s most used social media platform, Weibo. The electric vehicle industry is relatively a newer industry than traditional automobile manufacturing industries. Therefore, the immaturity of the industry could bring different types of crises, and traditional vehicle problems could also be the problems of electric vehicles, such as engine failure, brake failure, safety concerns and security threats, and …

The Use Of Social Media By Leaders In Times Of Crisis: 2020–21 United States Election Protests, Cagdas Yuksel

USF Tampa Graduate Theses and Dissertations

This study investigated the Facebook posts made by presidential candidates Donald J. Trump and Joe Biden during the crisis that emerged after 2020 presidential election. The purpose of the study is to gain a better understanding of how crisis response is enacted via social media. This study's conceptual basis is the Social Crisis Communication Theory. The crisis, which is the focus of the study, was limited to the post-election process, which started with the allegations of Donald Trump alleged fraud in the election, after the 3 November 2020 US presidential elections, and especially to the process that resulted in the …

Analysis Of Prescription Drug Brand Mentions In Music: Prevalence And Consumer Perceptions, Lisa A. Blake

USF Tampa Graduate Theses and Dissertations

Music is not only a lucrative mass reach media (Stassen, 2021) but also a deeply personal tool for self-expression (Hallam, 2019). Music listeners are exposed to a slew of branded messages within music promoting a variety of product types such as apparel, automotive, and alcohol (Craig, Flynn & Holody, 2017). Promotion in music has been proven to be an effective vehicle for building brand awareness when listeners are interested in the music (Delattre & Colovic, 2009, Hoyer & Brown, 1990; Macdonald & Sharp, 2000; Thoma & Williams, 2013). Brands promoted within music enjoy some of the benefits of promotional tactics …

Inaugural Addresses, Framing Theory, And The Impact On American Perceptions Of The Presidency, Kalin Meagan Velez

USF Tampa Graduate Theses and Dissertations

This study uses the inaugural addresses given by both Donald Trump and Joseph Biden as the source texts by which to examine the sentiment portrayed by particular framed messages. Framing theory stands as the central framework in which this study was conducted. The objective was to identify how political speeches like that of the presidential inaugural address frame messages to citizens and inform the audience on what their presidency may look like. This study utilizes a quantitative analysis using LIWC software followed by a qualitative discourse analysis. A thorough examination of the history of inaugural addresses, preceding presidencies, and each …

The European Super League (Esl): A Political Economy And Media Framing Analysis, Patrick Sidwell

USF Tampa Graduate Theses and Dissertations

The European Super League (ESL) offers an opportunity for research as a case study which exemplifies the potential for sports to engender seismic societal events. To try to understand the ESL and the events surrounding it, this thesis examined it through the dual frameworks of political economy and framing theory to comprehend the roles played by corporate owners and working-class fans who support the game. An overview of the political economic processes of English football was conducted to create meaningful insights. From there, using framing as a theoretical guide, a thematic media analysis was performed across 251 news articles from …

Elements Of Instagram Influencer Posts That Drive Follower Engagement, Yishan Li

USF Tampa Graduate Theses and Dissertations

Influencers are now becoming more popular on social media as a way for brands to promote products and services. The relationship between influencers’ post content and follower engagement deserves more attention. Through a content analysis, this research examines how influencer posts drive follower engagement. The results showed that emojis, campaign hashtags, frequency, and sponsored tags had a significant relationship with follower engagement. The present study sheds light on future research to explore other content variables of influencers’ posts.

The Media Reproduction Of Racial Violence: A Content Analysis Of News Coverage Following The Death Of George Floyd Jr., Keylon Lovett

USF Tampa Graduate Theses and Dissertations

The media has played a critical role in reproducing anti-Black violence in the United States, which has often harmed African American communities. Historically, the white press has depicted graphic imagery and descriptions of Black people being brutalized, with little ethical regard to their harmful effects. The Black press has historically challenged negative portrayals in the white media and shown more nuance, to protect the Black audience it represents. This dynamic underpins media depictions of racial violence still seen today. Darnella Frazier’s video capture of George Floyd’s death by Minneapolis police, was widely shared in the weeks following the incident, across …

The Extended Parallel Processing Model (Eppm) And Risk Perceptions Of Twitter Messages Related To Covid-19, Muhammad E. Rasul

USF Tampa Graduate Theses and Dissertations

Since its genesis, the novel coronavirus or COVID-19 has claimed millions of lives across the world and has infected many more. The population in the US experienced one of the worst outbreaks of COVID-19 in the world, with the number of deaths rising monolithically at one point. Although the development and inoculation of a large number of the public has helped, newer variants threaten to revitalize the growth and spread of COVID-19. Scholars have extensively studied health messages related to COVID-19 in a variety of contexts. However, little attention has been paid to the risk perceptions of health messages related …

An Examination Of Covid-19 Health Behaviors And Public Health Messaging Using The Health Belief Model And Organization-Public Relationship Quality, Aaron L. Nichols

USF Tampa Graduate Theses and Dissertations

In the context of the most severe pandemic in over 100 years, this study examined public health behavior and public health messaging using the health belief model (HBM) and organization-public relationships (OPR) as frameworks. The study employed a cross-sectional survey of students (N = 288) and employees (N = 203) at a large public university in the southeastern United States. First, the study empirically tested the components of the HBM as determinants of engaging in public health behaviors meant to slow or prevent the spread of COVID-19 and found all components of the model to be significantly related to engaging …

Framing #Metoo Movement In China A Content Analysis Of China Women’S News Coverage, Wenminzi Wu

USF Tampa Graduate Theses and Dissertations

Grounded in the framing theory, this article examined a differential study by content analysis. After the #MeToo movement rapidly trended in at least 85 countries including China, many people’s life and mind have been changed. The purpose of this study was to explore the frames used in the news coverage in China Women’s News referring to sexual harassment/assault and to examine how far the sense of gender equality has been changed in China especially after the #MeToo movement began. The sample came from the online database of a total of 546 relevant coverage from 2014 to 2020 in China Women’s …

Cultivating Courage: Medical Dramas And Portrayals Of Patient Self-Advocacy, Alyssa H. Harrell

USF Tampa Graduate Theses and Dissertations

This study investigated the influence of medical dramas on perceptions of patient self- advocacy. With a purposeful sample of college students, the study explored perceptions of information seeking preferences of a medical drama patient. With a quasi-experimental design using an online questionnaire containing both qualitative and quantitative measures, the study was able to compare four unique variables to perceptions of the information seeking preferences of a medical drama patient. The study analyzed the influence that (1) medical drama exposure, (2) patient advocacy rating, (3) perceived realism of medical dramas, and (4) previous experience healthcare each had on college students’ perceptions …

The Influence Of Hate Speech On Tiktok On Chinese College Students, Tengyue Chen

USF Tampa Graduate Theses and Dissertations

The purpose of the research is whether Chinese college students' attitudes to hate speech and hate speech censorship systems will be affected by the hate speech in TikTok. Meanwhile, the research could explore the third-person effect of hate speech on TikTok on Chinese college students. An online survey was designed for this research. 658 participants who are college students in China completed the online survey. The results showed that Chinese college students believed hate speech on TikTok would affect themselves, while others will affect less by hate speech. The results also stated that the attitude toward the censorship system affects …

Asian Male Stereotypes: An Investigation Of Current Beliefs About Asian Males And Stereotypes Perpetuated By U.S. Modern Cinema, Noelle Knopp

USF Tampa Graduate Theses and Dissertations

This is a triangulated two-part study with a quasi-experiment design. Study Part 1 performed a textual analysis supported by the theory of framing on the films Crazy Rich Asians, To All the Boys I’ve Loved Before, Always Be My Maybe, and To All the Boys: P.S. I Still Love You to find commonalities among portrayals of prominent East Asian male characters. Using Wong et. al’s findings of common perceived stereotypes by Asian American males, the author used the six traits defined by Wong et. al as a base to see if the films corresponded to or deviated from the stereotypes …

Feasting On Words: What University Students Learn When They Study Food Writing And Food Media, Janet K. Keeler

USF Tampa Graduate Theses and Dissertations

The use of food in college curriculum is unique in its ability to create lasting impact because of the keen interest millennial and Generation Z students have in what they eat and drink. Studying media with food at its core is an underutilized mechanism to show how food intersects with the lives of all people thus encouraging students to look beyond their own experiences to consider the wider society. A program evaluation of 10 semesters of food writing and food media courses at a Florida public university reveals the ways in which students make deeper connections to culture and current …

Applying The Situational Theory Of Publics To Children's Sex Education In China, Baoyi Zeng

USF Tampa Graduate Theses and Dissertations

In China, "sex" is a sensitive, even taboo topic. In this special cultural background, the lack of sex education for children is worthy of attention. This study aims to extend the Situational Theory of Public (STP) to the field of sex education for children. The results of an online questionnaire survey among 424 Chinese parents show that a high degree of problem recognition and high level of participation in child sex education will lead Chinese parents to actively search for relevant information on this issue. Being able to identify children's sex education problems, having a low barrier to solving the …