Communication Technology and New Media Commons^™

The Phygital Design Process: Using Emerging Technologies To Create A Phygital Fashion Brand Rooted In Nostalgia, Madeline M. Mcdaniel

Creativity and Change Leadership Graduate Student Master's Projects

This Master's Project is a comprehensive exploration of the intersection of digital fashion design, nostalgia, and sustainable practices. Its primary objective is to create 'project CYBERBAE,' a phygital fashion collection that draws inspiration from early 2000s video game characters, trends, and aesthetics. The project utilizes advanced digital tools like Clo3D to demonstrate a comprehensive digital fashion design process that emphasizes inclusivity and sustainability. It also pioneers the development of a 3D virtual world, providing users with an immersive environment to interact with and experience digital fashion. This virtual space serves as a platform for a community of fashion, technology, and …

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

The Impact Of Utilitarian Product Reviews On Brand Perception, Benjamin Libon

Masters Theses

The impact of online reviews on consumer behavior has been increasingly studied as online retail platforms have grown exponentially, and internet research used prior to purchasing products has become more common. However, limited research has examined the impact of those product reviews on the overall perception of the brands selling these products. This study exclusively looked at product reviews for high and low-involvement utilitarian products and analyzed how those reviews affect consumers' perception of a brand. Taking a sample of 301 participants, findings showed that star ratings had a drastic effect on consumers' perception of a brand, associating a low …

An Imc Plan For The Blue Dolphin Company, A Local Nonprofit, Allison Evelyn Campbell

Journalism

Alan Godley's journey into marine preservation began as a dock boy, a role that brought him face-to-face with the environmental impact of boat cleaning practices. Witnessing the washing of harsh chemicals into the ocean and waterways fueled his environmental consciousness. Years later, he founded the Blue Dolphin Company in 1989, an “organization focused on furthering the awareness of whales and dolphins, and all marine life … [supporting] the rehabilitation and release of marine mammals and other wildlife”. Over the three decades, Mr. Godley has operated this nonprofit and small business, leveraging educational initiatives to inform people of all ages about …

The Downplayed Debt Attributes Of Bnpl: A Thematic Content Analysis Of Tiktok, Hongwei Ma

Major Papers

This research employs Thematic Content Analysis (TCA) to examine the downplayed debt attributes of Buy Now Pay Later (BNPL) services, focusing specifically on the contrast between official narratives and critical discourse on TikTok. The study investigates how BNPL companies in North America employ promotional strategies on their official websites and in press conferences to downplay the debt aspect of their services. It further explores the role of TikTok as a platform for public discourse that challenges these dominant narratives surrounding BNPL debt attributes and breaks knowledge hegemony. By analyzing samples from BNPL service providers' websites and press conferences, the study …

Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf

Masters Theses

This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …

Exploration To Brand Communication On Tiktok, Victoria M. Priola

Student Theses and Dissertations

The purpose of this study was to explore the connection between the video-sharing social media platform TikTok and companies that use it to publish corporate branding content. The research intends to compare TikTok to other social media outlets. The motivation behind this study was fueled by the want to understand where TikTok lands within a company’s social media content planning process. Can TikTok ever become a solid foundation in social media content planning like Facebook, Instagram and Twitter have been? Most of the previous research on TikTok has proven how unique the platform is compared to other social media, but …

The Value Of An Integrated Marketing Campaign To Grow Interest In Visiting The U.S. National Parks, Hermine Granberry

Honors Theses

When the centennial celebration of the National Park Service was approaching in 2016, the National Park Service launched a two-year campaign to only commemorate the last century of NPS, but to also reconnect Americans with the parks. Ten years have passed since the initial creation of the campaign. This thesis researches the value of how another integrated marketing campaign could increase visitation to the U.S. National Parks in the future.

Through evaluating the previous Find Your Park campaign and current trends in travel and vacation, this research investigates not only future campaign ideas but also the use and incorporation of …

The Semiotic Use Of Emojis In Marketing Communication, Naif Albarzan

Electronic Theses and Dissertations

Despite the emergence of social media as the primary tool for communication in social and business settings, research on effectiveness of communication using of emojis is limited. This project seeks to bridge the gap in understanding the effectiveness of the use of emojis in marketing communication. In particular, the dissertation will focus on an interpretive exploration of the use of emojis in marketing communication as a semiotic that supports persuasion.

Connecting Students With Community-Based Organizations For Informal, Short-Term Experiential Learning Opportunities: A Portal Proposal For Csusb, Dia Poole

Electronic Theses, Projects, and Dissertations

Each term, scores of students enrolled in practicum courses at universities must connect informally with community-based and nonprofit organizations (CBOs/NPOs) for short-term research, volunteerism, or practicum coursework assignments. In most cases, these student-community connections are known only to the students, the organizations they serve with, and the faculty who see the results of coproduced assignments. Few examples can be found in scholarly literature—beyond cursory nods to their existence—of structures designed and implemented primarily for connecting students with CBOs/NPOs and tracking participation in these informal experiential learning opportunities. Further, few examples exist of mechanisms that allow local organizations to convey their …

Presidents And Media During Initial Federal-Level Hurricane Relief: A Study Of Presidential Crisis Communication Efforts, Emily A. Ball

Honors College Theses

Public relations serves a huge role in almost every sector, including politics. Crisis communication, a subset of public relations, is very important in a setting that constantly undergoes crises. The response to these crises matters a great deal on the federal level because the outcomes can affect such a wide variety of policies and even elections. Because of this, I wanted to focus on one type of crisis that every president is almost guaranteed to face: hurricanes. To examine the effectiveness of federal-level crisis communication, I look at Bush, Obama, Trump, and Biden’s responses to the worst hurricane during their …

Branding For Hope Services, Roberta Garcia

Capstone Projects and Master's Theses

Hope Services is a 501(C)(3) nonprofit organization located in Seaside, California. Hope Services was in need of a new marketing and branding plan in order to reach more people throughout the various communities that are being served. The first contributing factor is limited outreach throughout the community, the consequence to that is low client rates which brings less staff. The second contributing factor is limited caseworkers, the consequence is low levels of applications being accepted or seen. The last contributing factor is limited access to technology, the consequence is low levels of knowledge of resources for possible clients. The capstone …

Weathering The Storm: Navigating Urban Ecologies Of Communication In Times Of Crisis, Austin Hestdalen

Electronic Theses and Dissertations

This project explores cities as urban ecologies of communication in which crises emerge and are given significance within the dialogic relations cultivated among public actors attempting to make a living, together, within the shared historical-cultural contexts of everyday life. To describe cities as urban ecologies of communication is to describe them in terms of urban communication and its interdisciplinary foundations in the study of rhetoric, philosophy, planning, policy, architecture, sociology, geography, and media. The first chapter introduces the challenges of urban risk and crisis management within the complex ecologies of communication constituted by cities and reviews how ‘risk’ and ‘crisis’ …

We're All Friends Here: Examining Transparasocial Interaction On Twitch And Its Effects On Strategic Communications, Alexander Edward Carter

Doctoral Dissertations

In this paper, the author examines advertising on the video game live streaming platform, Twitch. Using a 2 (presence/absence of Transparasocial Interaction) x 2 (presence/absence of self-disclosure by the streamer), this study seeks to gain a better understanding of community perceptions of influencers, and advertising on the Twitch platform, a subject that is only recently becoming a topic of interest for advertising scholars.

Georgia Southern University's Communication During Covid-19 Analyzed Using The Discourse Of Renewal Theory, Jessica Hickman

Honors College Theses

This research aims to analyze how Georgia Southern University handled COVID-19 through a public relations perspective using the discourse of renewal theory. In order to do this, this research looks at the communication sent from the University to the faculty, staff, and students during the time periods of March to April of 2020 and July to August of 2020. The three research questions this research will examine are: how did the University apply the discourse of renewal theory to speak to the students, faculty, and staff regarding COVID-19, how did the University use its email system to communicate with the …

Muslim Fashion Influencers Shaping Modesty In The Twenty-First Century On Social Media, Awa Sanno

Student Theses and Dissertations

The depiction of Muslim women in Western media has been a long-running joke, as they are framed to be oppressed by the burdens of their religion and the hijab. However, Muslim women have used the power of social media to counter that narrative through their large followings as fashion influencers, digital creators, food bloggers, makeup artists, lifestyle bloggers, musicians, and so much more. Specifically, Muslim fashion influencers are changing and redefining the notion of modesty throughout their posted content on social media. Many people in Muslim communities see this redefinition of modesty as a conflict with the "proper" ways of …

A Content Analysis Of The Female Tiktok Influencer: How Smis Alter Their Image And Self-Presentation Based On Their Communities., Sydney R Dotson

Electronic Theses and Dissertations

Influencer marketing is a growing industry on social media platforms, like TikTok. Influencers have the power and authority to control the purchases and habits of their audiences, however, the communities of these followers can be just as influential. According to TikTok For Business (2021), “part of the excitement of [TikTok] is derived from people having the power to choose the spaces they want to be part of, and the content they want to interact with.” The purpose of this study is to determine if social media influencers alter their image and self-presentation based on their community. The study examines the …

A Wellbeing@Ksu Journey: Mapw Portfolio, Meghan Cooper

Master of Arts in Professional Writing Capstones

A process narrative and samples and complete works from my time in MAPW and as a GRA within the health and well-being departments at KSU. The portfolio showcases my journey as a communicator and professional writer and how it has impacted my current career.

Small Town To The World Wide Web: Designing A Website For A Local Business, Madison Cozzens

Honors Projects

The Raspberry and The Rose is a small business in Medina, OH, and had a multitude of visual communication issues that needed to be solved. But what's an online presence without a website? "Small Town to the World Wide Web: Designing a Website for a Local Business" focuses on fulfilling a local business's need for a strong online presence. It dives into how a user's experience on the website can impact brand loyalty, foot traffic, and overall perception of a business. The ultimate goal of this project is to provide insight into how a non-e-commerce website can impact a business.

Come Close And Listen: Exploring The Intimacy Of Audio Media, Eleanor Kingwell Sharples Hoover

Honors Theses

This thesis aims to demonstrate the power of the audio medium to connect speaker and listener, as a result of the uniquely intimate nature of the medium. By understanding how speakers and listeners connect through audio, the research reveals that the audio medium is a sustainable media outlet, one that is durable despite changes in culture in the media market, that has transformed over time, all while keeping itself within the principal constraints of its original form, that being sound as conveyed to a listener. Three interviews were conducted with individuals situated in different areas of the audio media landscape; …

Promoting Climate Change Mitigation & Supporting Ngos: Converging The Theory Of Planned Behavior & The Elaboration Likelihood Model, Passant Mostafa Halawa

Theses and Dissertations

In the 21st century, public opinion's attention in developed nations has increasingly been directed to climate change and the urgency for humanity to take action. The main discourse is that climate change would have devastating consequences on a global scale, threatening humanity’s existence. However, in most developing countries climate change is generally not regarded as an important topic and climate change messages suffer from poor public engagement. Most recent research has investigated climate change communication efficiency in developed countries. The novelty of this study lies in understanding the effectiveness of climate change messages in the Egyptian context. More specifically this …

Welcoming Families With Children To Csusb: Making An Intergenerational Difference, Leslie Leach

Electronic Theses, Projects, and Dissertations

Coming back to school after a gap in your education can be a daunting task. For students with children (SWC), the undertaking has different challenges than their classmates. Providing resources geared towards their success plays a significant role in the student's ability to complete their education. It also allows the SWC to feel a sense of belonging within their institution of higher learning. This project analyzes other California State Universities' family housing programs to advocate a similar program at California State University, San Bernardino. Using the Communication Theory of Identity (CTI) and Organizational Identity (OI), I can illustrate how resources …

Examining Messaging Strategies Of Virtual Reality Companies On Instagram, Brian Galloway

Masters Theses

This study examines the messaging strategy and executional strategy utilized in the virtual reality industry on Instagram through the lens of Taylor’s Six-Segment Message Strategy Wheel. Content analysis examined a total of n=942 posts which were coded for high level message strategy, specific message strategy, and executional strategy. Engagement data was also recorded. Ritual-view messaging strategies were found to be utilized most often, with Social and Sensory-segment strategies used most frequently in terms of segments in Taylor’s model. In terms of executional strategies, User Image, Brand Image, and Use Occasion strategies were seen most frequently. Ego and Social segment message …

Digital Journalism Within The Framework Of Higher Education Public Relations: A Case Study And Manual For Creating Online Feature Stories To Engage Prospective Students, Hunter Desimone

Seton Hall University Dissertations and Theses (ETDs)

Higher education institutions (HEI) are facing increasing competition for student enrollment. Studies indicate that websites are now the main source of a prospective student’s information-gathering process, but little research has been done on how higher education institutions can operationalize their websites as functions of public relations to persuade prospective students to apply. This project investigates how concepts of digital journalism can be used to create online feature stories that engage prospective students. A case study was conducted that included an examination of digital journalism literature, an analysis of digital journalism and public relations textbooks, and a content analysis of college …

Perilous Place: Personal Stories Point To Possible Solutions To Widespread Flooding In The Mississippi Delta, Jared Poland

Honors Theses

The purpose of this thesis is to investigate and create journalistic stories highlighting the Yazoo Backwater Pumps Projects relationship to climate change while utilizing narrative storytelling techniques. Before explaining the methodology used for conducting research and interviews, the researcher describes the influence that innovations of mass communication channels have had on the way humans form groups and persuasively advocate for their positions. The researcher describes their historical perspective of mass media innovations that were vital considerations during their discovery and investigation of this politically divisive issue. The researcher more specifically focuses on the innovations that have occurred since the digital …

Nonprofit Social Media Internships: A Handbook, Allison Laroy

College of Arts & Sciences Senior Honors Theses

This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …

A Tale Of Two Companies: The Importance Of Public Relations Amidst The Shift Towards Corporate Activism, Olivia Schwab

Honors Theses

By comparing the controversies that stemmed from Papa John’s John Schnatter and CrossFit’s Greg Glassman, some obvious public relations strategies stand out, including but not limited to understanding an audience, adapting to a changing environment, establishing a crisis communications plan, and taking controversial stands on issues close to the audience’s hearts. Most importantly though, if companies preach messages of social change, they must follow up on their stances with corrective action to do their best to help facilitate it in society.

While examining the history of corporate activism, it is clear why and how some corporations become the victims of …

Controversy, Coverage And Cancel Culture: The Daily Mississippian's Reporting Of The 2018 Ed Meek Controversy, And Related Findings, Mason Thomas Scioneaux

Honors Theses

As this thesis reflects a body of work completed by a journalism student near the conclusion of a journalism education at the University of Mississippi, I approached research and writing in that way. I interviewed three people, for an hour each, and the things I learned in those interviews greatly affected the conclusions I reached with this thesis. My full transcripts from those interviews are located in Appendices A-C. I also did a lot of scouring through articles of The Daily Mississippian from fall 2018 and otherwise; I looked at every single edition of the paper from that semester, both …

An Analysis Of Soccer Referee Demographics And Motivational Factors In The Western Kentucky Soccer Officials Association, Daniel Hasko

Murray State Theses and Dissertations

Through a lens of the Knowledge Gap Theory of Mass Communication and the consideration of Media Framing Theory, this research examined the demographics of soccer referees in the Western Kentucky Soccer Officials Association, in addition to the leading motivations for beginning, continuing, and leaving their officiating vocation. With the knowledge of the aforementioned, this paper aimed to lay the groundwork for a strategic communication plan in the officiating community that addresses the alarming trend that is a lack of certified referees in youth athletics. The data was collected through online surveys that were distributed to active referees in the Western …

Is Care In The Air?: A Crisis Ethics Case Study Of American Airlines’ Communication During The Covid-19 Pandemic, Lily V. Hicks

Graduate Theses, Dissertations, and Problem Reports

This research proposes a qualitative case study of American Airlines’ communication during the first month of the COVID-19 global pandemic. Data from the airline’s press releases along with its tweets and a sample of organizational responses to those tweets are offered for proposed analysis using the lenses of Situational Crisis Communication Theory, the Applied Model of Care Considerations, and the body of crisis literature on audience coping and emotions during crises. This in-depth look at a unique communication phenomenon will be a fundamental step in examining how airline communication exhibits ethics or lack thereof and is related to people’s emotions …