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Full-Text Articles in Communication
Lady Problems: A Study On The Effect Of Perceived Femininity When Evaluating Female Presidential Candidates, Mackenzie O. Marquess
Lady Problems: A Study On The Effect Of Perceived Femininity When Evaluating Female Presidential Candidates, Mackenzie O. Marquess
Communication Theses
There is currently an observable gender gap associated with political leadership. Though many have tried, no woman has successfully campaigned for the presidency. Historically, media coverage of female candidates is vastly different from coverage of their male counterparts and it is well established that the media has significant control over public perception of candidates. This study examines media coverage of female candidates in an attempt to understand the rhetoric that consistently positions women as unelectable regardless of their experience or political prowess. This study analyzes post-debate commentary from the first Democratic presidential debate of the 2020 election beginning on June …
New Challenges In Social Media Marketing: Exploring The Interaction Effects Of Age And Message Format On Cognitive, Affective, And Behavioral Outcomes, Daniela Chavez Garcia
New Challenges In Social Media Marketing: Exploring The Interaction Effects Of Age And Message Format On Cognitive, Affective, And Behavioral Outcomes, Daniela Chavez Garcia
Communication Theses
The prevalence of social media and their increasingly diverse user demographics have started to pose new challenges to marketing communication researchers and professionals. Guided by the media richness theory (MRT), this study investigates the main effects of age and three message formats (i.e., text, image, and video) on social media and their interaction effects on attention capturing, positive emotions, product liking, information seeking, and buying intent. The results of an online experiment (N = 240) showed there was a significant main effect of age on different positive emotions (i.e., excited, controlling, and influential), and a significant main effect of format …