Public Relations and Advertising Commons^™

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 …

Stakeholders And Stakeseekers’ Perceptions Of Cultural Violations And International Crisis Communication, Najwa Nishaa Albaqami

Masters Theses

Applying the expectancy violation theory (EVT) to the crisis communication context, this research explores to what extent stakeholders and stakeseekers’ perceive violations in an international crisis context. Specifically, this study investigated to what extent organizations stakeholders and stakeseekers’ perceive cultural and expectancy violations in an international crisis. Through a case study that analyzed tweets, web blogs, and The New York Times articles, this study identified that the cultural violation theme has two components, including (1) perceived responsibility and harshness of the violation and (2) damage done by the company’s transgression. Whereas expectancy violation theme included (1) frequent use of verbal …

Differences Between Brand Activism And Corporate Social Responsibility In Consumer Perception, Erika Marchiondo

Student Theses and Dissertations

The purpose of this thesis is to determine if there is a perceived difference among consumers between brand activism and corporate social responsibility. Taking a stand in social and political causes has become an unspoken requirement for major brands. Consumers are selective about purchasing from brands that do not adhere to ethical practices. Consumers are also demanding increased brand transparency about the philanthropical causes brands support. I want to determine how aware consumers are of acts of corporate social responsibility and brand activism, and if consumers are able to identify a fundamental difference between behaviors associated with the two terms. …

Influences Of Youtube Advertising On Young Adults: A Social Identity Perspective, Nathakorn Srithong

Master's Theses

Social media sites, such as YouTube, have provided a platform for many individuals to have online communities and form their own audiences through their shared interests and a sense of belonging. YouTube exemplifies a social environment in which everyone has the potential to be both the consumer and the producer of content and suggests the speed at which social networking innovations can transform the way we interact with other users. Corporations began to deviate new strategies to engage this new online market and have created a salient area to study the potential problems that may arise when ads present cultural …

"Airbnb Go Home:" Tourism Frictions And Short-Term Rentals In New Orleans, Madeline R. Fussell

LSU Master's Theses

This thesis examines the concerns and conflicts around short-term rental (STR) properties in New Orleans neighborhoods. Using data from collected from critical discourse analysis, semi-structured interviews and social media posts, this paper analyzes the ways the city of New Orleans, residents of the city, STR hosts, and platforms like Airbnb discuss issues of safety, displacement, rising costs of living, as well as responsible STR practices. To understand the complexities of the issues people, have with short-term rental properties, this project approaches STRs from a housing and gentrification lens to understand the role these properties play within in the daily atmospheres …

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 …

Guided Toolkit For Virtual Programming, Sienna Mcarthur

Williams Honors College, Honors Research Projects

The Coronavirus pandemic that has occurred over the last year was a major detriment to the entire world. COVID-19 caused businesses to shut down, people to shelter in place, and restricted in-person gatherings. Specifically, in the event coordinating profession, planners had to pivot their thought process and change how they saw their careers. Virtual events became a reality for most, but some were unsure of where to start the transition.

This research focuses on the importance of continued programming, even virtually, in order to keep positive relationships alive and encourage participants to be engaged from their homes. It also creates …

Legacy Traditions, Abigail Schreiner

Williams Honors College, Honors Research Projects

This paper discusses and examines how I planned and executed a new fall program for Girl Scouts of North East Ohio entitled, “Legacy Traditions.” This program took place in October 2019 at Camp Timberlane in Wakeman, Ohio. The attendance of the camp consisted of girls between the ages of 6 to 11 years old. After seeing there was a need for a program that discussed Girl Scout Traditions while teaching leadership and other core values of Girl Scouts, the program was created in partnership with Girl Scouts of North East Ohio. Girl Scouts is an organization where girls of all …

Exploring The Challenges Of Social Integration Within An Upper-Level Public Relations Classroom, Tabitha Hayley Dyer

Graduate Theses, Dissertations, and Problem Reports

Despite three decades of literature that has explored the gender imbalance of public relations at a professional level, there is a dearth of information addressing if or how these experiences are informed at a collegiate level. Accordingly, this study examines if the gender imbalance impacts students in the upper-level public relations classroom, and the similarities and differences exist between other single-gender dominant programs including nursing and Science, Technology, Engineering, and Mathematics (STEM) using three dimensions (i.e., role strain, teamwork, and overall social environment) as a comparison. Using qualitative in-depth interview data collected from 13 junior- and senior-standing public relations students …

Evaluación Y Prospectiva De Las Estrategias De Comunicación De La Facultad De Ciencias Administrativas Y Contables, Angy Zorany Moreno Escarpeta, Luis Miguel Romero Rodríguez

Contaduría Pública

El presente documento expone la contribución en el semillero de reflexión artística y mediática RAM, con duración de tres semestres (2017 l – 2018 l), descritos en dos capítulos, en el primero abordaremos la obra teatral denominada “Balance”, la cual fue presentada en noviembre de 2017 y en el segundo daremos cuenta del proceso de edición de la revista balance social digital volumen 5 (1) que fuese publicada en mayo de 2018.

Camp Wanake Information Dissemination: Retreatant Literature And Materials, Erica Rymer

Williams Honors College, Honors Research Projects

Retreat groups are an integral part of nonprofit camp communities. Their attendance and volunteer efforts directly correlate with the success of the organization. Therefore it is necessary to understand why retreat groups visit camp environments and volunteer their time, as well as how they prefer to receive information in order for them to be best supported throughout their experience. It is key, as a nonprofit, to understand the best and most efficient methods of presenting retreatants with information, so that retention is increased and communication uncertainty is decreased. In addition, it is essential to understand the communication processes within the …

Interns Matter: Maximizing Integration Of Interns Into Community Agencies, Valerie Garcia

Capstone Projects and Master's Theses

Hope Services is a non-profit agency serving individuals with developmental disabilities in six counties. Over the years, there have been many agencies that have formed connections with Hope Services. One of these collaborative partnerships has been with CSU Monterey Bay’s (CSUMB) integration of interns through their field placement program. However, recently former Hope Services South District Manager, Greg Dinsmore, witnessed a lack of utilization and integration of interns across all Hope Services agencies. Through firsthand experience as a mentor, he witnessed the benefits of utilizing interns and saw the need for further advocacy and support for the integration of interns …

Rock The Runway Event Proposal, Jamie R. Foxen, Hayley Silva

Communication Studies

EVENT OVERVIEW

We will host a fundraiser to raise money for the non-profit Do It for the Love, by putting on a concert and fashion show. The concert and fashion show not only represent our passions, but will be an effective way to raise as much money as possible while making it an enjoyable experience for our guests. We will have 15-20 silent auction items for guests to bid on. Additionally, we hope to generate funds from the sale of Sextant wine by the glass at the event. This event will be a perfect and unique way to bring together …

The Effects Of Time Spent On Rapport Building: A Predictive Analysis Of A Higher Education Call Center, Alyssa L. Crary

Communication Studies

The forming of a relational connection between a caller and prospective donor in telephone fundraising is a vital step in successful engagement of charitable participation. This study aimed to fill a gap in current fundraising research by analyzing the direct connection between time spent building rapport and fundraising success. Data from a higher education call center in the Western United States was used to conduct a standard linear regression analyses. The amount of time spent building rapport was found to significantly influence payment type and amount of a philanthropic donation. A greater amount of time spent building rapport lead to …

Brunswick Educational Access Television Social Media Campaign, Nicole Rhoades

Williams Honors College, Honors Research Projects

This social media campaign is to be executed by student managers within the Brunswick Schools Video Program. The Video Program provides journalistic experience to young students by immersing them in print and broadcast journalism that is provided to the Brunswick-area through Brunswick Educational Access Television.

Intimacy Uncertainty And Identity In Gay Male Couples Dealing With A Serodiscordant Hiv Status, Scott Allen Eldredge

Doctoral Dissertations

When individuals are diagnosed with a chronic illness, their lives instantly change. Daily routines are interrupted and attendance to the symptoms and side effects of illness and medication becomes a daily chore. However, the patient is not the only one that feels the disruptive effects of illness and the partner of the chronically ill patient must also contend with the daily effects of an illness that they themselves do not have. In the case of HIV, the infectious nature of the disease, along with the stigma associated with the disease, serve to be additional sources of stress in an already-stressful …

Cal Poly Open House: An Application Of Communication Principles, Jillian Syftestad

Communication Studies

No abstract provided.

How Not To Get Lost In The Shuffle: Producing The Most Effective And Eye-Catching Press Release, Erica Derrico

Journalism

The following study investigates how to produce the most effective and eye-catching press release on a national level for Summit Outdoor Supply (S.O.S). Winter quarter of 2014, my partner and I worked on a local campaign for S.O.S., using traditional text-based press releases to get media coverage. Although we did see some success with the traditional press release, there were often times our releases would get lost in the shuffle of the many releases that media outlets received each day. My goal with this project is to learn how to produce a press release that will get noticed out of …

The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca

Journalism

No abstract provided.

Why Don't I Look Like Her? The Impact Of Social Media On Female Body Image, Kendyl M. Klein

CMC Senior Theses

The purpose of this paper is to understand and criticize the role of social media in the development and/or encouragement of eating disorders, disordered eating, and body dissatisfaction in college-aged women. College women are exceptionally vulnerable to the impact that social media can have on their body image as they develop an outlook on their bodies and accept the developmental changes that occurred during puberty. This paper provides evidence that there is a relationship between the recent surge in disordered eating and high consumption of social media. I examine the ways in which traditional advertising has portrayed women throughout history, …

Making Strides Against Breast Cancer Campaign 2012 And Beyond: Awareness And Participation For Behavioral Change, Ebony Chetto

Journalism

The following study investigates how to develop and maintain a health outreach program in order to make a behavior change in participating in the breast cancer movement. The number of women becoming affected by breast cancer is increasingly growing, and the students who developed the Making Strides Against Breast Cancer Campaign saw the need to raise awareness of this disease on campus and in the community. The campaign’s focus was to create and publicize an outreach event called Rock the Tatas, a fundraising concert to support the fight against breast cancer. With scholarly research, the design of the campaign attempts …

Flavor Of Slo 2012: An Application Of Communication Principles In Event Planning, Allison Sasscer

Communication Studies

Flavor of SLO is a fundraising event put on by Cal Poly students to raises thousands of dollars to benefit the local non-profit United Way. In the almost year long process of planning and implementing the event, the basics of small group, persuasion, and organizational communication played a part of the shaping and execution of the event. This paper recounts how various aspects of the communication discipline played a part in making the event successful and how it contributed to achieving the goals of improving education, income and health for San Luis Obispo County.

Flavor Of Slo 2012: Applying Concepts From The Communication Discipline To The Marketing And Execution Of A Local Event, Courtney Keiko Ai Hua Wen

Communication Studies

No abstract provided.

A Study On Facebook Advertisement Strategies: Facebook Wall Posts Promote Higher Response Than Private Messages, Bria Park

Communication Studies

In this study, I focused on whether Facebook wall posts or private messages create a higher response rate from the receivers. First, I explain the background of internet communication and how certain strategies have created higher response in the past. Then, I present my method for discovering whether wall posts or private messages are more efficient in gaining response. Lastly, I reveal my results and discuss both what I could’ve done better to create more precise results and how this experiment is beneficial for modern day advertisement companies.

Social Media: The Use Of Facebook And Twitter To Impact Political Unrest In The Middle East Through The Power Of Collaboration, Sarah Danielle Goodman

Journalism

The power of social media sites like Facebook and Twitter are often overlooked and unaccounted for. The revolutionary and unprecedented political changes in the Middle East have changed the way the world uses and now views these platforms. This study addresses the transformation of both the Middle East and social media, alongside each other. In addition, it discusses how young activists utilized these tools in order to unite and therefore produce radical alteration of Middle Eastern governments, what these governments did in an attempt to preserve control and how the United States got involved.

Find Oz And Lula Fundraising Event, Natalie Do, Rebecca Leong

Communication Studies

No abstract provided.

Cubesat Developers' Workshop 2010, Tracy Owens, Ryan Race

Communication Studies

This project is the narrative component of the 7th Annual CubeSat Developers' Workshop 2010 planning process. It reviews the steps and team dynamics over the seven months spent coordinating the conference for the Aerospace Department. It was the first time that students from the Communcation Studies Department were brought in to help with the event, and the gap between the College of Liberal Arts and the College of Engineering was bridged.