Education Commons^™

Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni

Graduate Theses and Dissertations

The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …

Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis

Honors Theses

With decreasing budgets and increasing political tensions, universities in the United States are embracing broader and more creative efforts to reach prospective international students. For such universities, international students are a lucrative recruitment population because they bolster enrollment numbers and tuition revenue while diversifying student bodies. Previous studies have shown that much university marketing to international students is deficient and of little use in helping prospective students make informed decisions (Baldwin & James, 2000), yet information search is a key element of buyer decision models (Beatty & Smith, 1987) as students evaluate educational options. This study sought to see, then, …

Curriculum Change In Undergraduate Strategic Communications Programs: How Strategic Communications Programs Are Adapting To 21st Century Media, Allyson B. Goodman

Theses, Dissertations and Capstones

The year 2014 has been described by scholars as transformative in how consumers interact with technology and media. Pointing to such digital milestones as the explosion of social media and mobile technology and the decline of traditional television ratings, these scholars have described the evolution as a move from a broadcast era to a postbroadcast era of media. This mass media evolution has opened a digital talent gap between the skills needed by the industry and the abilities of current and potential employees.

Focusing on undergraduate strategic communications programs, this research discusses the current status of new and social media …

Walking The Line Between Reality And Fiction In Online Spaces: Understanding The Effects Of Narrative Transportation, Sarah Gretter, Aman Yadav, Benjamin Gleason

Journal of Media Literacy Education

Recent contentions about "fake news" and misinformation online has shed light on the critical need for media literacy at a global scale. Indeed, digital stories are one of the main forms of communication in the 21st century through blogs, videos-sharing websites, forums, or social networks. However, the line between facts and fiction can often become blurry in these online spaces, and being able to distinguish between reality and fantasy can have important consequences in the lives of young Internet users. Using contemporary examples from news stories, fanfiction, advertising, and radicalization, this article outlines the features, affordances, and real-life implications of …

27 Floors Of Support: Effectively Advertising Campus Resources To College Students, Amanda Peerce

Mahurin Honors College Capstone Experience/Thesis Projects

College campuses provide a large variety of resources to college students to help ensure their well-being and success; however, students cannot utilize these resources if they do not know they exist. While there has been extensive research on the importance and efficacy of resources on college campuses, not as much research has been done on how to advertise these services to college students. The goal of this project is to create and assess the efficacy of a campaign educating and encouraging students to seek out campus resources in times of need. This project focuses primarily on promoting resources to first-year …

Web-Based Media Literacy To Prevent Tobacco Use Among High School Students, Jane S. Phelps-Tschang, Elizabeth Miller, Kristen R. Rice, Brian A. Primack

Journal of Media Literacy Education

Facilitator-led smoking media literacy (SML) programs have improved media literacy and reduced intention to smoke. However, these programs face limitations including high costs and barriers to standardization. We examined the efficacy of a Web-based media literacy program in improving smoking media literacy skills among adolescents. Sixty-six 9th grade students participated in a Web-based SML tobacco education program based on health behavior theory. Pre- and post-test assessments demonstrated statistically significant changes in the primary outcome of total SML as well as each of the individual SML items. However, there were inconsistent changes in other theory-based outcomes including attitudes and normative beliefs.

Old Ideas In New Skins: Examining Discourses Of Diversity On The Websites Of 10 Urban-Serving Universities, Simone Smith

Theses and Dissertations

Deficit discourse, the idea that minorities "lack" intellectually, runs through current ideas about diversity in higher education. Diversity is viewed as a policy that helps the deficient. Recent litigation about diversity, Fisher v. University of Texas (2013), embodied the alignment of deficit and diversity. This study examined portrayals, visual and textual, of diversity on the websites of ten urban-serving universities, using a method of critical discourse analysis and a lens of critical race theory, to uncover the ways they defined diversity and if notions of deficit were attached. This study also addressed the ways these universities, a part of the …

Puppets On A String? How Young Adolescents Explore Gender And Health In Advertising, Deborah L. Begoray, Elizabeth M. Banister, Joan Wharf Higgins, Robin Wilmot

Journal of Media Literacy Education

This article presents qualitative research on young adolescents’ abilities in communicating and evaluating health messages in advertising especially how they understand and create gendered identities. A group of grade 6-8 students learned about media techniques and movie making. In groups divided by gender, they created iMovie advertisements for health activities in their school. They represented themselves in these advertisements by creating stick puppets. Observations during lessons, examination of movies and puppets, and interviews with students and their teacher revealed that young adolescents were neither completely manipulated by media nor were they completely in charge of their responses to media’s messages …

Current Trends In Communication Graduate Degrees: Survey Of Communications, Advertising, Pr, And Imc Graduate Programs, Keith A. Quesenberry, Michael K. Coolsen, Kristen Wilkerson

Business Educator Scholarship

© AEJMC 2015. A survey of 61 master’s degree advertising programs reveals significant trends in program titles, curriculum design, course delivery, and students served. The results provide insight for current and planned master’s degree programs as research predicts a continued increase in demand for master’s education over the next decade. Survey results are compared against overall education trends such as the growth of nontraditional students, increase in online education delivery, and the increase of for profit universities.

Teaching About Propaganda: An Examination Of The Historical Roots Of Media Literacy, Renee Hobbs, Sandra Mcgee

Journal of Media Literacy Education

Contemporary propaganda is ubiquitous in our culture today as public relations and marketing efforts have become core dimensions of the contemporary communication system, affecting all forms of personal, social and public expression. To examine the origins of teaching and learning about propaganda, we examine some instructional materials produced in the 1930s by the Institute for Propaganda Analysis (IPA), which popularized an early form of media literacy that promoted critical analysis in responding to propaganda in mass communication, including in radio, film and newspapers. They developed study guides and distributed them widely, popularizing concepts from classical rhetoric and expressing them in …

Social Media: Changing Advertising Education, Deborah A. Lester

Faculty and Research Publications

Creating an academic assignment that closely parallels an advertising agency's real world business experience is a challenge, but social media has destroyed many of the barriers that historically limited media options and completion of advertising plans. Because digital media is cost effective and easily used, commercials, videos, podcasts, and multimedia messaging can be filmed, edited, and broadcast, within the time frame of an advertising course This article presents an applied advertising project that incorporates YouTube, Flicker, MySpace, Face book, Twitter, Linkedin, Ning, Tagged, Google +, and other online social networking sites as the foundation for an integrated marketing communication strategy. …

Advertising: Strong Force Or Weak Force? A Dilemma For Higher Education, John P. Jones

Syracuse Scholar (1979-1991)

No abstract provided.