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The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
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.
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 …
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
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 …
Disease, War, And Famine In The Sudan And Haiti: A Crisis Noticed And A Crisis Ignored, Melissa Whalen
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.
Hangin' With Judas: A Narrative Analysis Of Stephen Adly Guirgis's 'The Last Days Of Judas Iscariot', Constance Falconer
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 …
Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer
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 …
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
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
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 …
The Rancor Of Republicans, The Diatribe Of Democrats A Social Network Analysis Of Partisan Interconnectivity On Facebook, Sean Langille
The Rancor Of Republicans, The Diatribe Of Democrats A Social Network Analysis Of Partisan Interconnectivity On Facebook, Sean Langille
Masters Theses
The Internet has played a more active role in shaping modern American political communication. With the increased popularity of social networking through websites like Facebook, more are taking to the Internet to engage in civic dialogue. This study will explore how the exchange of socially networked images, texts, and audio between Democrats and Republicans affect beliefs, behaviors and perceptions. Utilizing qualitative methodologies, the researcher interviewed ten (10) registered democrats and ten (10) registered republicans. The participants were basked ten questions and ten follow up questions. The study applied a social network analysis to evaluate how socially networked dialogue between Republicans …
The Mouse Who Ruled His Kingdom: An Agenda Setting Analysis Of The Walt Disney World Company, Jacob Overbey
The Mouse Who Ruled His Kingdom: An Agenda Setting Analysis Of The Walt Disney World Company, Jacob Overbey
Masters Theses
People are seeking their news in more social environments, but very little research has been conducted on agenda setting and online environments. This thesis examined the agenda setting relationship between an organization on Twitter, @WaltDisneyWorld (i.e., The Walt Disney World) and public opinion on Twitter. The relationship was examined using Twitter's database of tweets to measure public opinion on Twitter. Since the news media is losing steam on the ability to break news, and social media is growing rapidly, this study tested the value of the agenda setting theory on social media. To this end, this thesis qualitatively examined the …
Media Convergence Of Newspapers: A Content Analysis Of The Houston Chronicle's Print- And Web-Based Content, Amanda Sullivan
Media Convergence Of Newspapers: A Content Analysis Of The Houston Chronicle's Print- And Web-Based Content, Amanda Sullivan
Masters Theses
The channels of news media have changed. The traditional route of receiving news via a newspaper has evolved into a more digital path, leaving many to question the future of the print publication. This study evaluates the print- and Web-based content of the Houston Chronicle. The researcher adds to the field of research on news media by analyzing the online and print content of the publication, creating a new way to categorize and evaluate the subject matter by placing it into four categories: repetition, adaptation, representation, and unique. The researcher seeks to answer three research questions, discovering how each medium …
Ask Not What E-Books Do For People, But What People Do With E-Books: An Exploration Of The Uses And Gratifications Theory In Regards To E-Book Technology, Emily Birgitte Defosse
Ask Not What E-Books Do For People, But What People Do With E-Books: An Exploration Of The Uses And Gratifications Theory In Regards To E-Book Technology, Emily Birgitte Defosse
Masters Theses
Paul F. Lazarsfeld's theory of uses and gratifications looks at why people chose to use or not use the media that is available to them. It was first used with the technology of radio and eventually applied to various other forms of media technologies such as comic books, television, and the Internet. In this study, the researcher expands uses and gratifications research to include one of the newest communication technologies -- e-books. Participants of the study completed a survey in regards to their electronic and print reading habits, and the results of the survey along with quantitative data found in …
To Post Or Not To Post: An Examination Of Gender Differences In Undergraduates' Self-Disclosure On Facebook, Alyson Thompson
To Post Or Not To Post: An Examination Of Gender Differences In Undergraduates' Self-Disclosure On Facebook, Alyson Thompson
Masters Theses
Due to the popularity and role Facebook plays in society, the present study seeks to better understand why undergraduates disclose on Facebook and what they are willing to share. The research questions for the study include: RQ 1: Are undergraduate women, ages 18-23, or undergraduate men, ages 18-23, more likely to disclose personal information on Facebook?, RQ 2: Are undergraduate women, ages 18-23, or undergraduate men, ages 18-23, more likely to disclose contact information (e-mail address, phone number, address, instant message screen name) on Facebook?, and RQ 3: Are the reasons for engaging in self-disclosure different between undergraduate women, ages …
Bears, Baby Carrots, And The Colbert Bump: An Analysis On Stephen Colbert's Use Of Humor To Set The Public's Political Agenda, Dominique Mckay
Bears, Baby Carrots, And The Colbert Bump: An Analysis On Stephen Colbert's Use Of Humor To Set The Public's Political Agenda, Dominique Mckay
Masters Theses
In recent years, political satire has risen in popularity and recognition as an effective means of transmitting political news to a younger generation of voters. This recent development brings forth new questions about the role of political satire in setting the public's political agenda. Using Agenda-Setting Theory as a framework, this study takes The Colbert Report, one of the most popular satire television shows of this generation, and analyzes it for a possible political agenda. In the end, what this study finds is that in the six weeks leading up to the 2008 U.S. presidential election The Colbert Report chose …
Social Media Networking Strategies For The Yale New Haven Center For Emergency Preparedness And Disaster Response (Ynh-Cepdr)/ Yale New Haven Health System Center For Healthcare Solutions (Ynhhs-Chs), Amanda Smith
Masters Theses
This paper investigates the uses and gratification of social media for both personal and organizational usage among employees at the Yale New Haven Center for Emergency Preparedness and Disaster Response/Center for Healthcare Solutions in New Haven, Connecticut. The purpose of this thesis is to assess and evaluate the relationship between YNH-CEPDR/CHS' usage of social media tools and the organization's employees' personal attitudes, beliefs and usage of Facebook, Twitter, LinkedIn, and YouTube. Employees of CEPDR/CHS were surveyed regarding the function of social media for emergency management communication and the promotion of products and services. Results suggest that while employees generally agree …
Influence Of American Media Upon Korean Broadcasting Culture - Analyzing 'American Idol' Vs. 'Superstar K Ii', Han Na Shin
Influence Of American Media Upon Korean Broadcasting Culture - Analyzing 'American Idol' Vs. 'Superstar K Ii', Han Na Shin
Masters Theses
This study examines the influence of American media on Korean broadcasting culture, based on analysis of American Idol and SuperStar K Season II. Viewer ratings were analyzed to find out the popularity of American programs in South Korea. Web-based surveys and individual interviews were analyzed to figure out the difference between both programs and its influence upon Korean viewers. The result shows that American programs currently influence the Korean media and Korean viewers, and that influence is getting more produced. With those findings, the study concludes it affects Korean viewers and Korean society as well. Audition programs become one of …
Polar Opposites: A Look At The Role Of Biblical Values In Managing Dialectical Tensions In Marriage, Kimberly Dawn Borland
Polar Opposites: A Look At The Role Of Biblical Values In Managing Dialectical Tensions In Marriage, Kimberly Dawn Borland
Masters Theses
The purpose of the current study was to determine what role biblical values play in the management of dialectical tensions and the resolution of conflict in Christian marriages. Specifically, the research questions guiding this study were what, if any, dialectical tensions exist in Christian marriages, do dialectical tensions lead to conflict in marriage, how are dialectical tensions and conflict managed in marriage, and what role do biblical values play in the management of dialectical tensions in Christian marriages? Transcripts from interviews of ten Christian married couples were analyzed using a Relational Dialectics lens. Results of analysis revealed that all six …
“But Enough About Me…”: An Investigation Of Young Adults’ Self-Disclosure In Summer Camp Environments, Courtney Hunt
“But Enough About Me…”: An Investigation Of Young Adults’ Self-Disclosure In Summer Camp Environments, Courtney Hunt
Masters Theses
Irwin Altman and Dalmas Taylor's social penetration theory has been applied to numerous studies on self-disclosure for various target groups and contexts. While the self-disclosure of adolescents and young adults has been studied by many researchers, the self-disclosure of young adults at summer camp has not previously been studied, nor has it been compared with young adults' self-disclosure to new acquaintances in familiar settings. In this study, the researcher examined young adults' tendencies in self-disclosure while in camp settings to identify if self- disclosure at camp differed from their typical self-disclosure tendencies and if their self- disclosure at summer camp …
Holy Horror: A Quantitative Analysis Of The Use Of Religion In The Yearly Top Grossing Horror Films From 2000 To 2009, Jason Duane Wheeler
Holy Horror: A Quantitative Analysis Of The Use Of Religion In The Yearly Top Grossing Horror Films From 2000 To 2009, Jason Duane Wheeler
Masters Theses
The yearly top-grossing films from 2000 to 2009 were analyzed to see if correlation exists between overt religious content and box office success. Also, the films were analyzed to see if correlation exists between overt religious content and IMDb.com user ratings. Neither box office success nor IMDb.com user ratings were found to be correlated with over religious content.
You've Got A Friend In Me: An Analysis Of Coworker Friendship Relationships, Ebonee Johnikin
You've Got A Friend In Me: An Analysis Of Coworker Friendship Relationships, Ebonee Johnikin
Masters Theses
Relationships between individuals fashion themselves in many settings and on various levels. Friendships are pivotal relationships that significantly contribute to social life, health and well-being, job satisfaction, and workplace interaction. More specifically, coworker friendship relationships are unique in their length, measurement, development, and maintenance as their formation occurs within mutually shared environments outside of family relationships. This study employed a mixed methods procedure to specifically examine these relationships. Three research questions guided the first study in an attempt to find if gender and length of friendship relationships significantly affect strength measurements of the relationship. The second study was guided by …
Social Tensions And Acculturation: Portrayals Of German Integration Discourse, Soeren Wendland
Social Tensions And Acculturation: Portrayals Of German Integration Discourse, Soeren Wendland
Masters Theses
This Master Thesis deals with the portrayal of social tensions and acculturation perceptions resulting from German integration discourse. Wester, Pleijter, and Renckstorf's (2004) model for interpretative content analysis was applied to examine the portrayal of migrants and integration from three German online magazines. Germany's struggle with its multicultural aspect is described, a history of Germany as a multicultural society is provided, acculturation theory is described, the meaning of integration in Germany is illustrated, perceptions of Germans and foreigners on life in Germany are explored, and the role of the media in the integration discourse is introduced. Results show magazine portrayals …
Confused Or Multicultural: A Phenomenological Analysis Of The Self-Perception Of Third Culture Kids With Regard To Their Cultural Identity, Andrea Marcilio Moore
Confused Or Multicultural: A Phenomenological Analysis Of The Self-Perception Of Third Culture Kids With Regard To Their Cultural Identity, Andrea Marcilio Moore
Masters Theses
This study investigated whether Third Culture Kids, defined as people who lived in a country other than their passport country during their developmental years, perceived that their cross-cultural experiences during childhood produced in them a sense of confused cultural identity or a multicultural identity and whether they are able to successfully alternate between their two or more cultural identities and achieve intercultural communication competency in multiple cultures. Existing literature on TCKs focuses on the negative aspects of a life on the move and does not view TCKs in light of having a multicultural identity or multiple cultural identities. This study …
While The Nation Looked On: A Framing Analysis Of Print News Media Coverage Of Terri Schiavo's Final Days, Aubrey Blankenship
While The Nation Looked On: A Framing Analysis Of Print News Media Coverage Of Terri Schiavo's Final Days, Aubrey Blankenship
Masters Theses
One of the richest areas of current research in mass communication involves framing theory. Originally developed by Erving Goffman (1974), framing is used by the media to organize content. As such, it has implications for the values, beliefs, and actions of those exposed to that content. This study attempts to apply framing theory to a controversial issue and event profusely covered by American mass media: the case of Terri Schiavo. To accomplish this, coverage of her final month by two print newspapers, The New York Times and the New York Post, was analyzed for prevalence (present or absent), level …
Social Media Dialogue: An Analysis Of The Social Media Presence Of Selected Fortune 500 Companies, Philip J. Luca
Social Media Dialogue: An Analysis Of The Social Media Presence Of Selected Fortune 500 Companies, Philip J. Luca
Masters Theses
This paper investigates the manner in which the companies engage various publics in the realm of social media. The purpose of this thesis is to analyze the type of communication Fortune 500 companies use in their social media presence. Analyzing the web sites, Facebook fan pages and Twitter accounts of 21 Fortune 500 companies, the present study assesses the dialogic efforts of these companies using Kent and Taylor's (1998) five dialogic principles. Results suggest that the researched companies have an established social media presence. The accounts are developed but not distinctly dialogic. Further research may assess the quality of the …
Humor And Brand Image-Shaping: A Content Analysis Of "America Runs On Dunkin" Campaign Television Advertisements, Yilin Fang
Masters Theses
This study examines the role of humor in television advertisements of Dunkin' Donuts "America Runs on Dunkin" campaign to find out how humor is used to shape the brand image. Eight Dunkin' Donuts coffee television advertisements were analyzed to find out the role of humor. The results showed that humor variables, such as ludicrous humor, satire, intent humor, audio and visual humor, are used in this campaign advertisements. The study also found out that the advertisements are intentionally message dominant advertisements; structurally, they have syntactic relatedness; and they are thematically related. With the findings, the study concludes that humor in …
Communication Disconnect: Generational Stereotypes Between Generation X/Y And Baby Boomers In American And Chinese Organizational Communication, Yuxiang Du
Masters Theses
This research explores organizational communication between Generation X/Y and the Baby Boomers within the American and Chinese groups using social identity theory. Twenty participants were interviewed about their opinions on this issue. Thematic analysis was used to examine themes in the responses. The themes were organized into six categories: outlining Generation X/Y, outlining Baby Boomers, generational communication, generational stereotypes, cultural influences, and favorable solutions. Two referent elements were used through the whole discussion, social identity and cultural characteristics. The study revealed a strong social identity with all the four generational groups, difficulties in communication and stereotypes because of the identities. …
Individualism And Collectivism In Chinese And American Advertisements, Siu Yu Hsu
Individualism And Collectivism In Chinese And American Advertisements, Siu Yu Hsu
Masters Theses
This study examined the different values in TV advertisements targeting younger Chinese (13-29), Older Chinese (55 or above), Younger Americans (13-34), and older Americans (55 or above) using Hofstede's (1984) individualism-collectivism dimensions. With the open door policy imposed in China, younger Chinese became Westernized. A content analysis of 566 TV ads was examined to test the degree of individualism, collectivism, modernity themes, and traditional themes in TV ads among the four target groups. Three hypotheses and one research question guiding this study proposed that TV ads targeting younger Chinese would score higher in individualism and modernity; TV ads targeting older …
Our Lamb Has Conquered, Let Us Follow Him!: A Rhetorical Analysis Of The Seal Of The Moravian Church Using Sonja Foss' Visual Rhetoric Schema And Cara Finnegan's Image Vernacular, Bethany L. Conrad
Masters Theses
This study rhetorically and visually analyzed the seal of the Moravian Church using Sonja Foss' theory of visual rhetoric and Cara Finnegan's image vernacular. Two versions of the seal were analyzed to provide a more thorough assessment of the function of the seal. Foss' theory and Finnegan's framework provide a method for analysis that explores the history, obvious elements and themes, implied concepts and themes, and the functions of the artifact. Using these frameworks, this study found that four themes emerged. The seal acts as a representation of the Moravian church, a calling, a promise, and a reminder for those …
Communication In Intercultural Marriages: Managing Cultural Differences And Conflict For Marital Satisfaction, Tiffany G. Renalds
Communication In Intercultural Marriages: Managing Cultural Differences And Conflict For Marital Satisfaction, Tiffany G. Renalds
Masters Theses
This qualitative study investigated the phenomenon of intercultural marriages, particularly the unique internal and external elements that impact communication and conflict within intercultural marriages of varying lengths and the intercultural communication competencies utilized by spouses in intercultural marriages. The research focused on three questions: (1) Which internal and external factors impact the effectiveness of communication between spouses in intercultural marriages the most? (2) Which communication competencies do spouses in intercultural marriages develop in order to address cross-cultural differences? (3) How do spouses in intercultural marriages experience and deal with conflict within their intercultural marriages? Data was obtained employing semi-structured interviews. …
Found: The Etiology Of Character Realization, Within Rhetorical Analysis Of The Series Lost, Through The Application Of Underhill's And Turner's Classic Concepts Of The Mystic Journey, Lacey Mitchell
Masters Theses
This study rhetorically and visually analyzed the presence of the spiritual journey represented through the journeys of selected characters traced over several episodes of the television series LOST. Popular literature asserts the classic concept of the spiritual journey can be and has been found across the spectrum of various media. Episodes were analyzed to trace the journey of two characters, Jack Shephard and Juliet Burke. Evelyn Underhill's three-fold path and Victor Turner's concepts of liminality and communitas were implemented as a way to organize and analyze the contextual elements displayed in the episodes. The sampling used forty-seven episodes across the …