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Full-Text Articles in Social and Behavioral Sciences
How Couples Youtube Channels Forge "Friendships" With Their Viewers: A Thematic Textual Analysis, Marisol Botello
How Couples Youtube Channels Forge "Friendships" With Their Viewers: A Thematic Textual Analysis, Marisol Botello
Electronic Theses, Projects, and Dissertations
A “couples YouTube channel” is a YouTube channel where a real-life romantic couple posts videos about their relationship. On YouTube there are hundreds of such channels, and some are so popular that those couples actually make a living creating and sharing their stories. How do they do this? More specifically: what marketing techniques, specifically storytelling practices, do these YouTube couples use to resonate with audiences?
This exploratory, qualitative study seeks to answer this question through a thematic textual analysis of three couples YouTube channels. Using narrative theory and parasocial interaction as theoretical frameworks, the study interpretively analyzes a total of …
Authentically Disney, Distinctly Chinese: A Case Study Of Glocalization Through Shanghai Disneyland’S Brand Narrative, Chelsea Michelle Galvez
Authentically Disney, Distinctly Chinese: A Case Study Of Glocalization Through Shanghai Disneyland’S Brand Narrative, Chelsea Michelle Galvez
Electronic Theses, Projects, and Dissertations
In 2016, the Walt Disney Company launched Shanghai Disneyland--the company’s first theme park in mainland China. Entering mainland China poses significant political and cultural challenges for American companies. To address these challenges, Disney pursued a “glocalization” strategy -- it accounted for local norms and values in launching Shanghai Disneyland. This paper examines how Shanghai Disneyland constructed its brand narrative to negotiate tensions in this glocalization process. A semiotic analysis of two Shanghai Disneyland commercials illustrates the ways in which Disney tapped into culturally meaningful themes of harmonic balance and collective identity to produce the park’s brand narrative--“China’s Disneyland.” A thematic …