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Communication Technology and New Media Commons™
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Articles 1 - 20 of 20
Full-Text Articles in Communication Technology and New Media
The Impact Of Utilitarian Product Reviews On Brand Perception, Benjamin Libon
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 …
Tools Of Change: Equipping Nonprofits With The Tools To Inspire Change, Nicole Irons
Tools Of Change: Equipping Nonprofits With The Tools To Inspire Change, Nicole Irons
Masters Theses
Whether I am working for a small nonprofit in Indiana or at an elephant sanctuary in Cambodia I have seen consistent areas of struggle and shortcomings in nonprofit organizations. After years of working in different organizations the struggles nonprofits consistently face are a lack of resources in three main areas. These main areas of struggle are: visibility, funding, and people. The idea then occurred to me of why? And while these resources seem to appear unconnected, what if they all stem from one problem? Could we create a tool (or set of tools) to help alleviate these main struggles? Is …
The Agenda Setting Effects Of Cnn’S Twitter In The 2016 Super Tuesday Primaries, Joy Huertas
The Agenda Setting Effects Of Cnn’S Twitter In The 2016 Super Tuesday Primaries, Joy Huertas
Masters Theses
Governmental fall downs, electoral outcomes, terrorism propaganda, and climate change awareness are just some of the commonly known results of the effects of news media coverage on the public opinion and society as a whole. For years, researchers have utilized the agenda setting theory as a basis for their studies on the effects of the news media coverage on the public opinion in countless of contexts. The purpose of this study was to analyze the agenda setting effects of a major broadcast news organization but from one of their most influential social media channels, Twitter. CNN’s daily Twitter mentions of …
Medium As King: Social Media & The Political Campaign, Isaac Shea
Medium As King: Social Media & The Political Campaign, Isaac Shea
Masters Theses
There is a growing need for a greater understanding of the intersection between great content, effective targeting and proper media usage in mediated communication and especially in American politics. As more campaigns move their efforts online in an attempt to reach a rapidly growing digital constituency, more content will continue to be less visible. The major quest for this study will be to challenge the long-standing idea that “content is king” which Bill Gates termed at the inception of the internet. A theoretical background of Marshall McLuhan and Kathleen Hall Jamieson will not only allow us to answer this question, …
Officer On Duty: How An Image Can Change In An Instant, Derrick Battle
Officer On Duty: How An Image Can Change In An Instant, Derrick Battle
Masters Theses
The deaths of Eric Garner, Michael Brown, and Tamir Rice sparked an uproar in many communities across the United States. These incidents brought to light that there is an issue that remains prevalent between citizen and police officers. The New York Police Department, Ferguson Police Department, and the Cleveland Department of Police have all dealt with tension involving the communities they serve. Since these incidents changes have been made within each department. Some had the help of the Department of Justice to reform old polices. While law enforcement does what they believe it is necessary to protect the public, sometimes …
Branding Faith: Do Christian Ministries Reach Millennials With Branding?, Bolashade Hanson
Branding Faith: Do Christian Ministries Reach Millennials With Branding?, Bolashade Hanson
Masters Theses
The purpose of this research study is to discover what branding techniques used by Christian organizations are effective in connecting with Millennials and why, and to determine what are effective branding practices in a religious context. A convergent parallel mixed–method research design was used to gather the data. It included a content analysis of the branding components of four Christian organizations that target Millennials—The Passion Conference, The VOUS Conference, Acquire the Fire and Winterfest. A survey of 150 Millennials of diverse racial and ethnic backgrounds within the age range of 18-34 was conducted to collect quantitative data on Millennials’ predispositions …
Fandom And Social Media Marketing: Looking At Doctor Who Tumblr Engagement Through The Lens Of Participatory Culture, Elizabeth Demeo
Fandom And Social Media Marketing: Looking At Doctor Who Tumblr Engagement Through The Lens Of Participatory Culture, Elizabeth Demeo
Masters Theses
In social media marketing, the most important aspect that brands and companies try to reach for is engagement with their audience. Today’s audience is no longer filled with passive consumers, but active participants. Nowhere is this more obvious than with fans of entertainment television. When television fans go on social media, they look to actively discuss, share content, and engage with other fans of the show. In the realm of entertainment television and social media marketing, the Doctor Who Tumblr has both a strong presence and an engaged audience. In 2013, the Tumblr page won a Shorty Award for its …
Smartphones And Cognition: The Case For An Updated Theory Of Electronic Eloquence, Omar Adams
Smartphones And Cognition: The Case For An Updated Theory Of Electronic Eloquence, Omar Adams
Masters Theses
As Marshall McLuhan first proposed, humanity has progressed through several stages of communication technology that have each fundamentally changed the way people think and behave within society at large. Electronic media redefined society in the 20th century, and now we stand at the cusp of a new revolution. This paper examines the changes brought about by the Internet and new media, with a particular focus on the effects of smartphone and social media use, through the lens of Kathleen Hall Jamieson’s theory of electronic eloquence. An anonymous survey was conducted to determine participants’ preferences on different forms of media as …
Position The Brand: Identify The Role Of Social Media For Public Accounting Firms In Digital Age, Linbo Yao
Position The Brand: Identify The Role Of Social Media For Public Accounting Firms In Digital Age, Linbo Yao
Masters Theses
Due to the popularity of social media, accounting industry gradually adapts to using social media for their social benefits and social business. Various social media platforms provide new approach for accounting companies to get involved in this modern digital age. The present study is intended to investigate the roles of social media in public accounting firms in modern digital age by comparing three largest public accounting firms’ social media usages in Facebook, Twitter, and LinkedIn. Facebook is community-based network that allows people to connect and make friends with each other. Twitter is a micro blogging network that delivers short and …
Hit After Hit: Examining The Image Repair Strategies Of Johnny Manziel, Lisa Deruiter
Hit After Hit: Examining The Image Repair Strategies Of Johnny Manziel, Lisa Deruiter
Masters Theses
Over the past decades, the landscape of sports journalism has changed to where now, athletes are often in the news just as frequently for their positive on-the-field play as they are for their negative off-the-field issues. Following these issues, the athletes must find strategies to employ to fix their damaged reputations. This thesis includes a rhetorical analysis of the image repair strategies employed by Johnny Manziel after each of his countless reputation-damaging incidents. The paper examines each of Manziel’s problems in depth, gives an overview of his biography, and includes a thorough review of literature regarding Benoit’s Image Repair Theory …
Adapting Nonverbal Coding Theory To Mobile Mediated Communication: An Analysis Of Emoji And Other Digital Nonverbals, Carley Durante
Adapting Nonverbal Coding Theory To Mobile Mediated Communication: An Analysis Of Emoji And Other Digital Nonverbals, Carley Durante
Masters Theses
Nonverbal communication has been an area of communication theory studied for decades. Despite more daily communication occurring over mediated communication, there is a lack of research surrounding digital communication, specifically mobile-mediated communication (MMC). While there has been research conducted regarding computer-mediated communication (CMC), specifically studies examining email communication and instant messaging (IM), the mobile conversation is relatively untouched by current scholarship. This paper will streamline nonverbal coding research to set the groundwork for application and translation of nonverbal coding elements to mobile-mediated communication and the text message conversation. Even more specifically, the elements of kinesics, vocalics, and chronemics will be …
The Ebola Crisis: A Communicative Response From Samaritan's Purse, Bailie Porter
The Ebola Crisis: A Communicative Response From Samaritan's Purse, Bailie Porter
Masters Theses
Crisis does not discriminate. It can strike without warning, at any time or place. Managers, organizations, and leaders alike, must be ready at all times to respond to them, whether they are planned for or not. An efficient and quick response is especially necessary when health crises or natural disasters strike, because human life may be at stake. Crisis communication has become more and more important in a world that is daily filled with catastrophes. This study uses W. Timothy Coomb’s situational crisis communication theory as a lens to view the Ebola crisis. The purpose of the research is to …
Christian Chicken Vs. Mainstream Media: A Case Study Analysis Of Chick-Fil-A’S Stance On Traditional Marriage Using Situational Crisis Communication Theory, Christiannn Mcnew
Christian Chicken Vs. Mainstream Media: A Case Study Analysis Of Chick-Fil-A’S Stance On Traditional Marriage Using Situational Crisis Communication Theory, Christiannn Mcnew
Masters Theses
A crisis can strike an organization at any moment and it is the responsibility of the organization to be prepared with a plan of action. This thesis will explore crisis management, using Timothy Coombs’ crisis management strategies, of Chick-fil-A and then COO Dan Cathy to see if those two parties implemented crisis strategies in a way that benefited the organization following Cathy’s statements in support of the biblical definition of family. Since many interpreted these comments as anti-gay sentiments from Chick-fil-A itself, crisis struck the organization Cathy represented. This thesis will also look at the idea of social activism in …
Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins
Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins
Masters Theses
With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …
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.
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 …
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 …
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 …
An Examination And Explanation Of Paranormal Phenomena As A Legitimate And Significant Area Of Communication Studies, Leonard O. Sowers
An Examination And Explanation Of Paranormal Phenomena As A Legitimate And Significant Area Of Communication Studies, Leonard O. Sowers
Masters Theses
No abstract provided.