Communication Technology and New Media Commons^™

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 …

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 …

Relocating Community To The Virtual: Sound Knowledge, Affective Listening, And The (Dis)Embodying Of Sound And Space, Zachery D. Coffey

Masters Theses

Music within Protestant church communities frequently reduces the distinction between performers and audience, emphasizing the collective, participatory role of all congregation members, in manners of music making similar to those discussed by Thomas Turino. This dynamic helps establish individual and communal identities. With the onset of the COVID-19 pandemic, church communities saw changes in their services, music, and ways of life. Meeting in a physical building proved impossible due to the dangers of COVID-19 and many churches mitigated these dangers by streaming, recording, and posting services online. Between 2020 and 2022, I observed and participated in changes to technological production …

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 …

Real Fake Fighting: The Aesthetic Of Qualified Realism In Japanese Professional Wrestling, Clara Marino

Masters Theses

Professional wrestling is a performance art in which the line between fact and fiction is often obscured. Much of the existing scholarship on the medium that examines its dynamics regard reality and artifice focuses on the role of the artificial, analyzing pro-wrestling as primarily a form of heightened spectacle akin to passion plays or soap opera. However, professional wrestling in Japan, particularly that found in the country's largest promotion, New Japan Pro-Wrestling, features many elements that resemble real sports much more closely than many American promotions. These elements include fighting styles, wrestler injury, characters that do not fit easily into …

Airbnbs In The Rural Midwest: Optimizing Listing Content For User’S Decision-Making Processes, Mary Catherine Kosacki

Masters Theses

This research examines the effectiveness of rural Airbnb listing content in influencing user decision-making. The peer-to-peer economy has been rapidly growing over the past decade, providing new opportunities for individuals to offer goods and services to other individuals through corporate platforms. Specifically, the Airbnb platform has rapidly grown, becoming the largest online platform for peer-to-peer property rentals, and one of the largest companies in the peer-to-peer sector of the economy. Previous research on the Airbnb platform has focused primarily on urban areas; however, Airbnbs have a proportionally large impact on local economies in rural areas.

Several methods were employed to …

Strangers In A Strange Land: Foreign-Born Mangaka And The Future Of The ‘Japanese’ Comic Industry, Michele Fujii

Masters Theses

This thesis addresses the phenomenon of the recent success of foreign-born mangaka in the Japanese comic industry. One in a long line of foreigners who have written about Japan, Swedish mangaka Åsa Ekström is a representative example whose success has been facilitated by a set of circumstances brought on by the influence of the international manga market, socio-economic policies stemming from the unique challenges presented by Japan’s declining birthrate and rapidly aging population, and changes in the landscape of the Japanese publishing industry. Drawing upon themes and excerpts from Ekström’s popular comic essay series, Nordic Girl Åsa discovers the Mysteries …

Confidential Publics: Digital Reconciliation And Queer Muslim Identities, Mariam Mustafa

Masters Theses

In this paper, I trouble constructions of community through exploring temporal spatial configurations of support for queer-identified Muslims living in America. I assert that when community is not something one can physically access, use of the internet to create temporary spaces of community is critical in assessing identity reconciliation between intersectional conflicting identity. As it relates to queer Muslims, where there is a distinct lack of public community, the level of crisis some individuals face is explored through their use of online vehicles to establish social support systems that would otherwise not be available. My paper provides a framework in …

Interpersonal Impressions Of Emoji Use In Computer-Mediated Decision Making, Austin Jonathan Beattie

Masters Theses

Text-messaging is among the most popular forms of computer-mediated communication (CMC). However, the lack of most nonverbal cues in text-messaging interaction limits communication in certain contexts. Some recent innovations, such as emoji, attempt to enhance nonverbal limitations in text messaging. However, despite ample scholarship in text messaging, nonverbal communication, and CMC, a smaller body of research explores their intersections. This study reviews literature in these areas and, through the lens of Media Richness Theory, offers several hypotheses regarding the effects of emoji on interpersonal impressions in a decision-making scenario. It then experimentally tests and quantitatively measures how emoji usage in …

Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove

Masters Theses

Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …

How The Internet Is Used By The Millennial Generation And Its Impact On Family Interaction, Kendra Myers

Masters Theses

The purpose of the current study was to examine how Internet technology is used by the Millennial Generation and how it impacts family interaction. A questionnaire developed by the author was posted online and the final sample consisted of 92 participants, 13 men and 79 women. The average age of the participants was 27.97 (SD = 4.46). Findings showed that that the Millennial Generation used the Internet multiple times a day and for many reasons which were sorted into six distinct themes: 1) research/information seeking, 2) work, 3) social media/communication (besides email), 4) academics, 5) email, and 6) personal/entertainment. …

Yik Yak Posts: A Discourse Analysis, Snehal Ravindra Shirke

Masters Theses

"Anonymity and geolocation create a unique environment for users to communicate with each other. Discourse analysis was conducted to study the posts made on Yik Yak, an anonymous social networking mobile application to understand the communication patterns on an anonymous platform and the posts about taboo topics. The posts were analyzed specifically for patterns on taboo topics and how students interact on the anonymous platform on a particular campus (Missouri S&T campus). Student research assistants coded the collected posts into the pre-defined taboo categories namely sexual activity, non-sexual bodily functions, sexual orientation, mental/emotional health, and "other" taboo topics. I found …

Fragmentary Girls: Selective Expression On The Tumblr Platform, Samantha Shorey

Masters Theses

Empirically based on a series of focus groups with college-age women, this thesis examines how the affordances of anonymity and audience specificity facilitate both intimate personal expression and political participation on the Tumblr platform. In dialogue with literature on self disclosure and privacy, I seek to broaden our understanding of the mediated contexts that provide space for women’s voices online.

The privacy afforded by Tumblr’s registration policies allows users more flexibility in terms of self-presentation than sites such as Facebook, which are necessarily linked to one’s offline identity through “real name only” policies. The use of pseudonyms contributes to a …

Digital Capitalism Today: It Industry-Led Public Private Partnerships In A Northeastern School, Paige Mustain

Masters Theses

There has been considerable zeal regarding the democratizing promises of information and communication technologies (ICTs). This belief has resulted in the proliferation of ICT development initiatives in education through public private partnerships. However, there are critical scholars who caution against an overly celebratory perspective of ICTs and expose the ways in which they may be contributing to the exacerbation of existing inequalities. This thesis was inspired by Dan Schiller’s book, Digital Capitalism (1999) with the purpose of examining how digital capitalism is evident today.

'Digital capitalism' refers to the relationship between politics, economics, and technology that explains the shift in …

Framing Urban Change: Gentrification Discourses In The Media Coverage Of The Gülbol Eviction In Berlin, Eric Daniel Gedenk

Masters Theses

This thesis examines gentrification discourses in Berlin by highlighting an extraordinarily large protest sparked by the eviction of the Gülbol family—long-time residents of Berlin who immigrated to Germany from Turkey. Media outlets chose to frame the event in very different ways. I analyze articles from various media sources in an attempt to discover how these sources chose to frame this event, then analyze how these frames are applied to the general gentrification discourse in Berlin. Non-traditional, or “advocacy” media outlets used technology to break away from mass media frames on the subject and frame the event as governmental oppression and …

Consider The Source: Receiver-Assigned Attributions Of Credibility To Influential Bloggers, Aaron Michael Sachs

Masters Theses

The purpose of this study is to examine credibility as it pertains to blogging. While studies have traditionally considered credibility in the context of the material being created, this study examines source credibility in the context of the personality creating the material. Therefore, this study functions primarily as an exploratory study and seeks to present an understanding of source credibility from the perspective of the individuals participating in blogging communities cultivated by influential bloggers. An interview questionnaire was specially developed for this study. Ten participants were selected for this study. Eight of them are females, two of the participants are …

Creating A Brand Experience Across Media Channels, Virginia Gibson Switzer

Masters Theses

This study examines how messages marketed through different media channels impact a consumer’s brand experience. The goal of this study was to explore the extent to which consumers experience brands through media channels. This study relies on four focus group sessions and a thematic content analysis to gather findings. It was discovered that consumers viewed customer service as the leading characteristic in brand loyalty.

Consumers were primarily impacted by brands through consumer reviews, reliable sources, convenience and special promotions. Participants chose reliable print mediums as a resource to research products. Online sources were the leading medium for reading consumer reviews …

Diffusion Of Social Media Among County 4-H Programs In Tennessee, Rebekah Bowen

Masters Theses

Over the past decade, Cooperative Extension and 4-H professionals have been faced with the decision of whether they should adopt new communication technologies such as social media to interact with their rapidly growing audience. Current research on social media and Extension shows that there are some identified risks and barriers (Fuess & Humphreys, 2011; Seger, 2011); however, many Extension professionals believe that social media usage could be very beneficial for Extension and\or 4-H usage (Coates, 2004; Rhoades, Thomas & Davis, 2009; Kinsey, 2010). In order to increase the body of empirical research on this subject, a quantitative study was conducted …

Teach For America Teachers' Blogs On Teaching, Samantha Nicole Holt

Masters Theses

In 1989, Princeton University senior Wendy Kopp conceived the idea of a national teacher corps that would place the brightest young people in the schools that were the most difficult to staff. This idea, which became Teach For America (TFA), took life in 1990, and has since become a powerful force in the public education reform movement. TFA consistently attracts college graduates from the nation’s top universities, and with the funding it receives from private donors as well as the federal government, the organization recruits and trains these individuals who commit to teach in the country’s highest-needs public schools. Critics …

Sweetness And Strength: Codes Of Femininity And Body Image In Branded Social-Networking Messages And Consumer Responses, Anne M. Holcomb

Masters Theses

This study critically analyzes visual and text updates posted by two clothing brands to the social-networking site Facebook.com, including consumers' interaction with these marketing messages. A semiological textual analysis was conducted using Facebook updates by the Victoria's Secret PINK and Nike Women apparel brands, and the responses of fans who subscribed to these updates. Advertising aimed at women in print media has previously been analyzed in this way, revealing patterns of sexualization and objectification that can be harmful to women and men alike. My analysis builds on this tradition. Social-networking sites such as Facebook allow individual users unprecedented access to …

Communicating Via Knoxblab, Roger Kevin Gray

Masters Theses

This study is a Uses and Gratifications based look at motivations surrounding long-term participation in an internet discussion forum and perceived effects of this participation on users’ social lives. Members of the Knoxville, TN based web forum “Knoxblab” were interviewed for the study. Participants indicated that the forum is a tool by which social ties are maintained and developed, and they indicated that membership in the forum community is perceived as having positive effects on social activity. Consistent with traditional Uses and Gratifications Theory, results suggest that participants are motivated by reasons related to information sharing and entertainment, though web …

Projecting A Preferred Identity: How Five Government Contractors Frame Their Corporate Brands Online, Nicole A. Merrifield

Masters Theses

This study expands framing research as a competitive intelligence tool for discerning the message strategies of a company’s competition. A content analysis of five Oak Ridge Associated Universities’ competitor websites was conducted to determine key subject areas and how each competitor positioned their business to a variety of publics. Using Entman (1991, 1993) and Hallahan’s (1999) framing research as the theoretical framework, the study reviews extant literature on corporate use of websites to frame reputations and cultivate relationships. Key findings reveal that ORAU’s competitors are more likely to promote new business, new hires/promotions, awards/honors, and project completions when issuing press …

Mobile Phone Communication Competence (Mpcc): Development And Validation Of A New Measure, Emil Bakke

Masters Theses

More than two billion people around the world have adopted mobile phones for communication. Interpersonal communication research has found that communication competence is an essential human need required to fulfill interpersonal objectives to achieve physical and psychological satisfaction (Spitzberg and Cupach, 1984), however, mobile phone communication competence has yet to be studied. The purpose of this study is to develop and validate a new scale designed to measure Mobile Phone Communication Competence (MPCC); a principal component factor analysis uncovered the structure and dimensionality of the MPCC measure. The results from the factor analysis in this study identified six constructs: asynchronous …

Newspaper Coverage Of The South Korea-U.S. Free Trade Agreement: A Framing Analysis, Yeonah Park

Masters Theses

This study compared how four English-language newspapers in the United States and South Korea covered the Korea-U.S. Free Trade Agreement (KORUS FTA). A content analysis using QDA Miner was conducted for 354 articles from the New York Time, the Washington Post, the Korea Herald, and the Korea Times to determine how each paper framed the topic. Overall the newspapers’ media framing aligned with their national concerns and interests.

The literature review supported the idea that identifying frames in natural language articles and investigating the relative highlighting of issues was important in analyzing news coverage. The two Korean …

Hablamos Español: Insights From Three Web Designers Who Design A Bilingual Or Multilingual Websites That Target Hispanic Audiences, Jeremy Brent Hughes

Masters Theses

The purpose of this study is to examine particular aspects three web designers use, with regard to layout and content, to effectively create a bilingual or multilingual website that targets Hispanics. In addition, it examines the processes that are used in creating a Spanish-language website. In-depth interviews were conducted with three web designers from top 25 Hispanic-targeted websites, as determined by Hispanic Online. Results indicate a six-step process that web designers should follow when creating a bilingual or multilingual website. Implications for web designers of organizations thinking about creating a bilingual or multilingual website are cited and recommendations for future …

The Internet And Traditional Media Displacement, Jessica Cartledge

Masters Theses

This study consists of a survey that measures how much of the Internet college students are using and why they are using it. Using the uses and gratifications perspective and an adapted version of Rubin's 1984 Television Motives Scale this study analyzes what gratifications media consumers are actively seeking to satisfy their communication needs. 217 students were surveyed and results showed that high Internet users were using traditional media less. The study also concluded that high and low Internet users have similar reasons for using the Internet.

Is It Digitall? Who's Invited To The Digital Revolution?, Sarah E. Dempsey

Masters Theses

A significant issue surrounding the increasing dependence of U.S. society on technological products surrounds questions of equity. Research suggests that our increased dependence on technology has acted to further stratify our society in regards to gender. A growing body of literature which takes a critical stance of technology acknowledges that there are gaps between technology 'haves' and 'have-nots' (Aronowitz, 1988; Brosnan, 1998; Harvey, 2000; Loader, 1998; Millar, 1998), suggesting that utopian perspectives of technology need to be re-examined. Research has addressed issues regarding gender politics and technology (Caputi, 1988; Jansen, 1989; Millar, 1998; Zimmerman, 1983), yet little research has examined …

Cmc Technology In The Classroom: A Look From A Professors Point Of View, Michael J. Shannon

Masters Theses

Technology now influences every aspect of daily life. Education is no exception. This is particularly true for Eastern Illinois University. With the increase of CMC technology on campus, it is important to know how professors feel about it and identify why some professors are not using it.

The specific purpose of this research was to focus on why CMC is beneficial in the classroom. This study discusses the kinds of technology available on campus and discovers the reasons why professors are reluctant to use CMC technology on campus.

This study identified a significant level of technology and assistance available on …

Integrating Web-Based Training Into Communication Scholarship Of Computer-Mediated Communication, Brian P. Johanpeter

Masters Theses

As interest and use of the Internet through the World Wide Web increases, it becomes necessary for the Communication Discipline to reexamine its approach to studying computer-mediated communication. A meta-analysis of the discipline's research in this area provides insight into the scholarly history of this subject. Included in this analysis is an examination of the discipline's research in computer-based instruction, placed as a subcategory under computer-mediated communication. This study reveals a gaping hole in the communication scholarship of computer-mediated communication and offers suggestions as to how research of Web-based training might fill this gap. Additional discussion also reveals how research …

Internet Access In East Central Illinois Public K-12 Schools, Gary Thomas Grissom Ii

Masters Theses

Internet access is becoming increasingly important to the public K-12 school system. This descriptive study reports on the current state of Internet access in east central Illinois public K-12 schools. Baseline data for Internet access have been collected that can be used to measure future progress. This study determined that 84.2 percent of public schools in east central Illinois have building level Internet access. Of the schools that reported Internet access, the mean student to computer with Internet access (SIA) ratio was 65.44. The mean student to computer (SCOM) ratio was 8.27. Analysis by type of connection revealed that 20.5 …