Open Access. Powered by Scholars. Published by Universities.®
Communication Technology and New Media Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Discipline
-
- Business (6)
- Advertising and Promotion Management (5)
- Marketing (5)
- Mass Communication (5)
- Arts and Humanities (4)
-
- Public Relations and Advertising (4)
- Sociology (3)
- Arts Management (2)
- Broadcast and Video Studies (2)
- Organizational Communication (2)
- Rhetoric and Composition (2)
- American Politics (1)
- Business and Corporate Communications (1)
- Critical and Cultural Studies (1)
- Film and Media Studies (1)
- Gender, Race, Sexuality, and Ethnicity in Communication (1)
- Health Communication (1)
- Journalism Studies (1)
- Medicine and Health Sciences (1)
- Political Science (1)
- Psychology (1)
- Public Health (1)
- Reading and Language (1)
- Social Influence and Political Communication (1)
- Speech and Rhetorical Studies (1)
- Theatre and Performance Studies (1)
- Visual Studies (1)
Articles 1 - 11 of 11
Full-Text Articles in Communication Technology and New Media
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.
Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen
Masters Theses
Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …
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 …
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
Masters Theses
Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …
The Rancor Of Republicans, The Diatribe Of Democrats A Social Network Analysis Of Partisan Interconnectivity On Facebook, Sean Langille
The Rancor Of Republicans, The Diatribe Of Democrats A Social Network Analysis Of Partisan Interconnectivity On Facebook, Sean Langille
Masters Theses
The Internet has played a more active role in shaping modern American political communication. With the increased popularity of social networking through websites like Facebook, more are taking to the Internet to engage in civic dialogue. This study will explore how the exchange of socially networked images, texts, and audio between Democrats and Republicans affect beliefs, behaviors and perceptions. Utilizing qualitative methodologies, the researcher interviewed ten (10) registered democrats and ten (10) registered republicans. The participants were basked ten questions and ten follow up questions. The study applied a social network analysis to evaluate how socially networked dialogue between Republicans …
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 …
Ask Not What E-Books Do For People, But What People Do With E-Books: An Exploration Of The Uses And Gratifications Theory In Regards To E-Book Technology, Emily Birgitte Defosse
Ask Not What E-Books Do For People, But What People Do With E-Books: An Exploration Of The Uses And Gratifications Theory In Regards To E-Book Technology, Emily Birgitte Defosse
Masters Theses
Paul F. Lazarsfeld's theory of uses and gratifications looks at why people chose to use or not use the media that is available to them. It was first used with the technology of radio and eventually applied to various other forms of media technologies such as comic books, television, and the Internet. In this study, the researcher expands uses and gratifications research to include one of the newest communication technologies -- e-books. Participants of the study completed a survey in regards to their electronic and print reading habits, and the results of the survey along with quantitative data found in …
To Post Or Not To Post: An Examination Of Gender Differences In Undergraduates' Self-Disclosure On Facebook, Alyson Thompson
To Post Or Not To Post: An Examination Of Gender Differences In Undergraduates' Self-Disclosure On Facebook, Alyson Thompson
Masters Theses
Due to the popularity and role Facebook plays in society, the present study seeks to better understand why undergraduates disclose on Facebook and what they are willing to share. The research questions for the study include: RQ 1: Are undergraduate women, ages 18-23, or undergraduate men, ages 18-23, more likely to disclose personal information on Facebook?, RQ 2: Are undergraduate women, ages 18-23, or undergraduate men, ages 18-23, more likely to disclose contact information (e-mail address, phone number, address, instant message screen name) on Facebook?, and RQ 3: Are the reasons for engaging in self-disclosure different between undergraduate women, ages …
Social Media Networking Strategies For The Yale New Haven Center For Emergency Preparedness And Disaster Response (Ynh-Cepdr)/ Yale New Haven Health System Center For Healthcare Solutions (Ynhhs-Chs), Amanda Smith
Masters Theses
This paper investigates the uses and gratification of social media for both personal and organizational usage among employees at the Yale New Haven Center for Emergency Preparedness and Disaster Response/Center for Healthcare Solutions in New Haven, Connecticut. The purpose of this thesis is to assess and evaluate the relationship between YNH-CEPDR/CHS' usage of social media tools and the organization's employees' personal attitudes, beliefs and usage of Facebook, Twitter, LinkedIn, and YouTube. Employees of CEPDR/CHS were surveyed regarding the function of social media for emergency management communication and the promotion of products and services. Results suggest that while employees generally agree …