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The Robin Hood Effect In Transgressions Against Firms: How Political Ideology Shapes Consumer Justifications, Jason D. Lin, Anat Keinan, Hannah H. Chang, Donald R. Lehmann Apr 2026

The Robin Hood Effect In Transgressions Against Firms: How Political Ideology Shapes Consumer Justifications, Jason D. Lin, Anat Keinan, Hannah H. Chang, Donald R. Lehmann

Research Collection Lee Kong Chian School Of Business

Consumer transgressions against firms involve moral violations in which consumers take advantage of loopholes in companies’ return and satisfaction-guaranteed policies or the lack of strict enforcement against password sharing, piracy, shoplifting, wardrobing, coupon stacking, promotion abuse, and fraud. Drawing on the timeless tale of Robin Hood, the legendary outlaw who stands up against injustice, the authors demonstrate that consumers use a Robin Hood justification to legitimize their transgressions against firms. Building on moral foundations theory, this research demonstrates that political ideology impacts consumers’ transgression behavior and the perceived morality of these practices. Six studies show that under certain conditions in …


Ai Models As Cultural Beings: Investigating Ai Cultural Biases And The Impact Of Cultural Alignment On Human-Ai Creative Collaboration, Choon Ngee Tan, Meng Han, Roy Y. J. Chua, Chi-Ying Cheng Apr 2026

Ai Models As Cultural Beings: Investigating Ai Cultural Biases And The Impact Of Cultural Alignment On Human-Ai Creative Collaboration, Choon Ngee Tan, Meng Han, Roy Y. J. Chua, Chi-Ying Cheng

Research Collection Lee Kong Chian School Of Business

Existing research on AI cultural biases predominantly focuses on Western models, overlooking critical gaps in non-Western models. We conduct a comparative analysis of AI models – ChatGPT (U.S. developed) and ErnieBot (China developed) – from different cultures to investigate how corresponding cultural biases manifest in their outputs. Additionally, we examine how cultural alignment between human users and AI models impacts their collaborative creative performance and the underlying psychological mechanisms. In Study 1, multi-choice prompt with zero-shot technique was used to evaluate cultural biases in four widely used AI models – ChatGPT-3.5/4, ErnieBot-3.5/4 – comparing their responses to established cultural psychometric …


Woulda, Shoulda, Coulda? The Impact Of Predictive, Prescriptive, And Prospective Expectations On Stakeholder Reactions, Yuri Mishina, Maxine Yu, David Gomulya Apr 2026

Woulda, Shoulda, Coulda? The Impact Of Predictive, Prescriptive, And Prospective Expectations On Stakeholder Reactions, Yuri Mishina, Maxine Yu, David Gomulya

Research Collection Lee Kong Chian School Of Business

When and why might stakeholders react to firm activities in ways that might be different than, or even contradictory to, what we might expect based on the extant research? We draw on expectancy violation theory (EVT) and bring in the notion of heuristics and future-oriented expectations to examine this question, using a sample of investor reactions to earnings surprises from 2013 to 2019. We find that, in addition to comparing earnings to consensus earnings estimates, investors appear to compare the earnings surprises to the firm’s past performance and to its peers. Importantly, their expectations regarding future interactions with the firm …


Beyond The Badge: How Internal Culture Contradicts External Service In Urban Police Departments, Rowan Bari Eiselman Apr 2026

Beyond The Badge: How Internal Culture Contradicts External Service In Urban Police Departments, Rowan Bari Eiselman

Educational Studies Student Papers and Posters

This ethnographic study examines how gendered workplace culture and mental health culture shape officer retention in two urban police departments: the Orange Police Department and the Los Angeles Police Department's 77th District. Through ride-alongs, observations, and informal interviews with nine current and retired officers (four female, five male) across various ranks conducted between March and April 2026, this research reveals a troubling contradiction: departments tasked with serving diverse communities struggle to support diversity within their own ranks. Female officers navigate professional isolation, prolonged competence-proving expectations, and implicit career-versus-motherhood choices, with experiences varying significantly between the more supportive Orange PD and …


Struggling In A Man’S World: Moderated And Mediation Model For Women To Stay In The Logistics Industry, Abdul Hafaz Ngah, Nurul Izni Kamalrulzaman, Samar Rahi, Nurul Haqimin Salleh, Jagan Jeevan, Aamir Rashid Apr 2026

Struggling In A Man’S World: Moderated And Mediation Model For Women To Stay In The Logistics Industry, Abdul Hafaz Ngah, Nurul Izni Kamalrulzaman, Samar Rahi, Nurul Haqimin Salleh, Jagan Jeevan, Aamir Rashid

Publications and Research

Technological advancements have transformed the nature of work, attracting more women to challenging industries such as the logistics industry. Despite this technological advancement and progress in promoting gender equality, achieving gender parity in this industry remains stagnant. Using the extended self-determination theory, this study explores new mediating and moderating variables to identify factors influencing female employee retention in the logistics industry in Malaysia. Based on a quantitative approach and purposive sampling, 278 responses were collected from women in the logistics industry through online surveys. Most direct hypotheses were supported, and significant mediation and moderation effects were found. In addition to …


Digital Platform Participation, Service Innovation, And Retailer Growth Performance, Xueqiang Chen Apr 2026

Digital Platform Participation, Service Innovation, And Retailer Growth Performance, Xueqiang Chen

Dissertations and Theses Collection (Open Access)

The rapid expansion of the digital economy has fundamentally transformed how firms create and deliver value. As a core infrastructure of the digital economy, digital platforms are reshaping firms’ business activities and market interactions. For brand firms that rely heavily on channel systems, retailers play a dual role as both product distributors and critical interfaces with end customers. However, the rise of digital platforms has significantly altered the operating environment of retailers. While digital platforms provide new channels, they also require retailers to adapt by reconfiguring their business models and service offerings. Although digital platform participation has become increasingly common, …


The Ultimate Advertisement: Comparing The Effectiveness Of Simple And Complex Designs In Instagram Reels, Caroline Green Apr 2026

The Ultimate Advertisement: Comparing The Effectiveness Of Simple And Complex Designs In Instagram Reels, Caroline Green

Honors Projects

This study investigates whether simple or complex design is more effective in portraying in short form video advertisements on social media. The purpose of this research is to inform organizations how to more effectively and efficiently create social media advertisements to best communicate their brand and products. An experimental design was used to test short video advertisements for a fictional brand. The ads differed by Feature Complexity, i.e. the basic visual features, such as color, luminance, or edges; and Design Complexity, i.e. the more elaborate shapes, objects, and patterns (Pieters et al., 2010). High feature complexity was more effective in …


Research On The Impact Of Digital Transformation On Esg Performance Of Real Estate Enterprises, Lung Tim Tong Apr 2026

Research On The Impact Of Digital Transformation On Esg Performance Of Real Estate Enterprises, Lung Tim Tong

Dissertations and Theses Collection (Open Access)

In the era characterized by the dual carbon goals driving the green transformation of industries and the exponential growth of the digital economy, the real estate sector is at a critical transformation juncture. From a policy-oriented perspective, building codes and energy consumption quota standards issued by the Ministry of Housing and UrbanRural Development and other regulatory bodies have rendered it imperative for real estate enterprises to reduce carbon emissions throughout the entire building life cycle. From the market demand side, consumers' preference for green and intelligent living environments has compelled real estate firms to break through traditional development models. The …


Relationship Between Change In Unrealized Gains Or Losses Of Afs Securities And Credit Spreads Of U.S. Life Insurance Companies, Kwang Liang Yeo Apr 2026

Relationship Between Change In Unrealized Gains Or Losses Of Afs Securities And Credit Spreads Of U.S. Life Insurance Companies, Kwang Liang Yeo

Dissertations and Theses Collection (Open Access)

This study evaluates the transmission of unrealized fair value accounting losses to credit default risk within the United States life insurance sector during a period of unprecedented monetary tightening. Integrating a pre-specified confirmatory econometric framework with a text-based exploratory analysis of regulatory filings, we examine how changes in Other Comprehensive Income (OCI) and benchmark interest rate dynamics shape market perceptions of insurer default probability. Our findings reveal that credit default swap markets do not price OCI variations contemporaneously; instead, they reflect a structural one-quarter pricing lag that aligns with the regulatory timeline of financial disclosures. Furthermore, the relationship between interest …


The Impact Of Private Label Product Choice On Consumers' Hedonic Consumption Behavior, Xiaosong Wang Apr 2026

The Impact Of Private Label Product Choice On Consumers' Hedonic Consumption Behavior, Xiaosong Wang

Dissertations and Theses Collection (Open Access)

The competitive landscape of the current retail market is changing rapidly, and private label products, as a unique product force, are playing a role in the fierce market competition. While extensive research has been conducted on why consumers purchase private label products, the behavioral outcomes of consumers’ private label choices have not been fully explored. Based on the business reality of private brand retailing in China, this study constructs a research model concerning the impact of private brand product choice on hedonic consumption behavior. Grounded in self-awareness theory, the paper proposes four scientific research hypotheses. Through seven empirical studies, it …


A Study On The Capital Market Valuation Effects Of Corporate Ai Adoption: An Empirical Analysis Of Manufacturing Firms In China's A-Share Market, Libin Ma Apr 2026

A Study On The Capital Market Valuation Effects Of Corporate Ai Adoption: An Empirical Analysis Of Manufacturing Firms In China's A-Share Market, Libin Ma

Dissertations and Theses Collection (Open Access)

This dissertation examines whether and how corporate adoption of artificial intelligence (AI) affects capital market valuation in manufacturing firms. As AI is increasingly embedded in R&D design, production organization, supply chain coordination, and operational management, its value implications depend not only on whether firms adopt AI, but also on how AI is deployed within business processes. Existing research has mainly focused on productivity, innovation, labor substitution, and digital transformation, while the enterprise value consequences of differentiated AI application strategies remain insufficiently examined.

Using Chinese A-share listed manufacturing firms from 2015 to 2024 as the sample, this study identifies firm-level AI …


Buckeye Property Consulting, Stephen Manning Apr 2026

Buckeye Property Consulting, Stephen Manning

Distinguished Student Scholarship Collection

This business plan outlines the creation and strategic development of Buckeye Property Consulting, a startup firm specializing in compliance consulting for affordable housing property management companies. The plan addresses the growing demand for expert support in navigating complex regulatory requirements associated with U.S. Department of Housing and Urban Development (HUD) and Low‑Income Housing Tax Credit (LIHTC) programs. Through industry and market analysis, the document identifies a service gap faced by small to mid‑sized property management firms that lack sufficient in‑house compliance resources but cannot afford large national consulting firms. The plan details the company’s mission, value proposition, service offerings, competitive …


Information Sharing, Quality Management, And Firm Performance: The Mediating Role Of Supply Chain Agility, Aamir Rashid, Rizwana Rasheed, Syed Babar Ali Apr 2026

Information Sharing, Quality Management, And Firm Performance: The Mediating Role Of Supply Chain Agility, Aamir Rashid, Rizwana Rasheed, Syed Babar Ali

Publications and Research

The fashion industry’s business is becoming increasingly complicated and active. This industry is expected to be highly competitive, particularly in the retail sector. Therefore, this research aims to examine the impact of supply chain information sharing and quality management on firm performance, with supply chain agility as a mediating variable, in the Asian fashion industry. A total of 169 participants from the fashion sector in a developing country were surveyed. The proposed hypotheses were examined using a quantitative approach, employing Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS to assess and validate the measurement model. The results indicate that …


Empowering Early Childhood Leaders: A Strength-Based And Ecological Approach To Leadership Development, Dora Sanders Apr 2026

Empowering Early Childhood Leaders: A Strength-Based And Ecological Approach To Leadership Development, Dora Sanders

PhD in Education

Professional development models for early childhood (EC) leaders are often generic and deficit-focused, overlooking their diverse strengths, contexts, and experiences. This study addressed that gap by exploring how EC leaders identify and leverage their strengths to enhance leadership effectiveness and how professional development can be differentiated to meet their unique needs. Using a qualitative phenomenological design, eight EC leaders representing varied educational backgrounds and community contexts were engaged. Semi-structured interviews captured their lived experiences, which were analyzed thematically through the lens of the strengths-ecological leadership framework designed by the researcher that integrated individualized professional development, strengths-based leadership, and ecological systems. …


How Leaders And Followers Make Meaning: Perceptions Of Spiritual Leadership And Organizational Culture, Joshua J. Yancey Apr 2026

How Leaders And Followers Make Meaning: Perceptions Of Spiritual Leadership And Organizational Culture, Joshua J. Yancey

PhD in Organizational Leadership

This dissertation was grounded in the premise that spiritual leadership behaviors significantly influence organizational culture within faith-based nonprofit organizations yet remain insufficiently understood as lived experiences across organizational levels. While prior scholarship has established theoretical links between spirituality, leadership, and organizational outcomes, fewer studies have examined how such leadership is perceived by both leaders and followers within real organizational contexts. The purpose of this qualitative case study was to explore how spiritual leadership behaviors were experienced and interpreted in relation to organizational culture, mission alignment, morale, and work meaning within a faith-based nonprofit setting. Data were collected from fifteen participants …


The Mental Advantage: The 10 Disciplines That Separate The Elite From The Average, Scott Williams Apr 2026

The Mental Advantage: The 10 Disciplines That Separate The Elite From The Average, Scott Williams

Doctor of Strategic Leadership (DSL) Capstone Abstracts

Title of Project

The Mental Advantage: The 10 Disciplines That Separate the Elite from the Average

Defense Date

April 1, 2026

Candidate Name

Scott Williams

Personal Email Address

[email protected]

First Advisor

Dr. Joshua Henson, PhD

Second Advisor

Dr. Michael Steiner, PhD

DSL Final Project Abstract

Project Type

This project was a book manuscript designed to develop and present a practical leadership framework for high-performance individuals and organizations.

Project Overview

This project explored the concept of Elite Mental Execution™ as a structured framework for understanding and developing high-performance leadership. Drawing from nearly three decades of professional experience in leadership, executive coaching, …


Sol Fridge Kenya (Turkana County), Ava Valdez, Dhuha Almutairi, Go Ogawa, Jeremy Boze Apr 2026

Sol Fridge Kenya (Turkana County), Ava Valdez, Dhuha Almutairi, Go Ogawa, Jeremy Boze

Business Core Student Work

Sol Fridge is a solar-powered refrigeration solution designed to improve food security and nutrition for low-income communities in Kenya. The project responds to the challenges of food spoilage, limited refrigeration, and poor access to affordable nutritious food, especially in rural and arid regions where electricity is unreliable or unavailable. By providing portable, affordable, and durable cold storage for families and small vendors, Sol Fridge helps preserve fresh food, reduce waste, and support healthier daily meals. The project also promotes sustainability through solar energy, recycled materials, and community-based distribution, creating social, environmental, and economic benefits for the communities it serves.


Phresh, Diego Gomez, Thomas “Kane” Perry, Lela Schuler, Olivia Cox, Sofia Rueda Apr 2026

Phresh, Diego Gomez, Thomas “Kane” Perry, Lela Schuler, Olivia Cox, Sofia Rueda

Business Core Student Work

pHresh is a sustainable food safety solution created to help low-income communities in New Delhi, India detect spoiled food before it reaches consumers. The project responds to the serious risk of foodborne illness in informal markets, where limited refrigeration, high temperatures, and inconsistent inspection make contamination more likely. pHresh offers affordable, biodegradable pH testing strips that provide fast and easy-to-read results for vendors, households, and market inspectors. Through local production, accessible distribution, and eco-friendly materials, the project aims to improve public health, support small vendors, and build safer food systems.


Cleantide, Ryan Agozo, Valeria Jimenez, Danny Blanchard, Adam Sandoval, Daylin Diaz, Hernan Garcia Apr 2026

Cleantide, Ryan Agozo, Valeria Jimenez, Danny Blanchard, Adam Sandoval, Daylin Diaz, Hernan Garcia

Business Core Student Work

CLEANTIDE is a water sanitation and filtration initiative created to improve access to clean water in remote island communities across the Polynesian region. The project responds to challenges such as contaminated water sources, waterborne disease, and the lack of reliable infrastructure in underserved coastal and rural areas. By providing affordable, durable, and environmentally friendly filtration systems, CLEANTIDE helps households and communities gain consistent access to safe water for drinking and daily use. The project also emphasizes local training, trust-building, and sustainable implementation to support long-term impact.


Toward A Neuroleadership Framework, Bryan G. Wood Apr 2026

Toward A Neuroleadership Framework, Bryan G. Wood

PhD in Organizational Leadership

Neuroleadership is an emerging field that seeks to connect neural mechanisms, psychological processes, and leadership behaviors within organizational contexts. Despite continued scholarly interest, the literature remains conceptually fragmented and lacks a coherent framework for organizing its recurring themes and constructs. The purpose of this study was to develop a conceptual framework for neuroleadership through a quantitative analysis of records retrieved from the PsycINFO database and interpreted through qualitative synthesis. The findings revealed recurring themes related to core leadership processes, applied contexts, and associated outcomes while also indicating thematic convergence without full conceptual integration across the field. These patterns were organized …


Military Recruiting Crisis: A Qualitative Study On The Motivation Of Generation Z, Ruth D. Kane Apr 2026

Military Recruiting Crisis: A Qualitative Study On The Motivation Of Generation Z, Ruth D. Kane

PhD in Organizational Leadership

This qualitative study investigates the declining motivation of Generation Z to join the U.S. military, using Self-Determination Theory (SDT) as a framework. Despite significant investments in recruitment, enlistment rates continue to decline, revealing a gap between military structures and the psychological needs of potential recruits. SDT provides a useful perspective by emphasizing the importance of autonomy, competence, and relatedness in motivating and promoting well-being. Through in-depth interviews with eight Gen Z individuals eligible for service, this study explores how social, cultural, and institutional factors influence perceptions of military service and career decisions. Results indicate that motivation to enlist increases when …


As I Remember Your Tears: A Biblically Grounded, Integrated Ecosystemic Model For Mentoring Ministers In Distress, John R. Dingle Apr 2026

As I Remember Your Tears: A Biblically Grounded, Integrated Ecosystemic Model For Mentoring Ministers In Distress, John R. Dingle

PhD in Organizational Leadership

This study addressed a gap in the literature concerning how mentoring supports ministers who are experiencing distress and turnover intention. The purpose of this dissertation was to develop a biblically grounded model for mentoring ministers in distress. This qualitative study employed a two-phase design consisting of a sociorhetorical analysis of 2 Timothy and a phenomenological study of four Assemblies of God ministers who experienced turnover intention but remained in ministry because of a mentor’s intervention. The biblical text was analyzed using the sociorhetorical textures of inner texture, intertexture, and sacred texture. The phenomenological data were analyzed using open, values, and …


Cryptocurrency Integration As A Response To Financial Innovation And Regulation, Emmy Rogers Apr 2026

Cryptocurrency Integration As A Response To Financial Innovation And Regulation, Emmy Rogers

2026 Awards for Excellence in Student Research and Creative Activity - Documents & Media

Integrating cryptocurrency has become a key management challenge in increasingly digital and regulated financial environments. This paper argues that digital asset adoption should be understood not simply as technological disruption, but as an adaptive strategic response to regulatory transformation, institutional uncertainty, and competitive pressure. Drawing on financial innovation theory, dynamic capabilities, and institutional theory, the research develops conceptual propositions explaining when and how firms should integrate decentralized assets. Through a strategic, non-empirical analysis of regulatory developments and governance shifts, the paper presents a framework for aligning cryptocurrency adoption with firm performance, risk management, and compliance.


Beyond The Barn: An Analysis Of The Agritourism Expansion Opportunities At Butcher Family Farm, Sarah Thomas Apr 2026

Beyond The Barn: An Analysis Of The Agritourism Expansion Opportunities At Butcher Family Farm, Sarah Thomas

Senior Honors Theses

Agritourism is a rapidly expanding industry full of business opportunities. From wedding barns to pumpkin patches, agritourism comprises a niche intersection of agricultural business and experiential tourism. Heavily contested definitionally over a period of years, agritourism is a continually emerging source of business for a variety of locations across the US and global economy. This unique industry is composed of a conglomerate of elements and enterprises that vary widely. One agritourism segment that has undergone the most development is family owned and operated farms, such as Butcher Family Farm in Washington, West Virginia. Standing as the perceived focal point of …


Antecedents And Consequences Of Consumer Behavior In Circular Fashion: Cognitive, Normative, And Behavioral Pathways Shaping Purchase And Participation Intentions, Mahmudul Hasan Sabuj Apr 2026

Antecedents And Consequences Of Consumer Behavior In Circular Fashion: Cognitive, Normative, And Behavioral Pathways Shaping Purchase And Participation Intentions, Mahmudul Hasan Sabuj

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

The increasing environmental impact of the fashion industry has intensified the need for a systemic transition from linear to circular production and consumption models. Despite growing interest in circular fashion, there remains a limited understanding of the underlying behavioral dimensions that drive consumer engagement in sustainable practices. Grounded in the Theory of Planned Behavior (TPB) and Norm Activation Theory (NAT), this study examines consumer behavior through an integrated framework capturing cognitive, social, and normative influences.

Using data collected from a structured online survey (N = 575), the study employs Exploratory Factor Analysis (EFA), reliability analysis, and multiple regression techniques to …


The Age Of Hr Delivering Stakeholder Value Through Strategic Organizational Capability: Talent, Leadership, And Culture, Anthony Nyberg, Rebecca R. Kehoe, Dave Ulrich, Patrick M. Wright Apr 2026

The Age Of Hr Delivering Stakeholder Value Through Strategic Organizational Capability: Talent, Leadership, And Culture, Anthony Nyberg, Rebecca R. Kehoe, Dave Ulrich, Patrick M. Wright

Research Briefs

A landmark collection of 62 chapters from the world’s foremost thinkers in HR strategy, talent management, and organizational leadership—written at the inflection point where AI, geopolitical uncertainty, and evolving stakeholder expectations are reshaping the future of work and the humans at its center.


Collaborative Ministry Leadership: A Mixed-Methods Study Into The Application Of Collaborative Leadership In United Pentecostal Churches In The Southeastern United States., Omar A. Williams Apr 2026

Collaborative Ministry Leadership: A Mixed-Methods Study Into The Application Of Collaborative Leadership In United Pentecostal Churches In The Southeastern United States., Omar A. Williams

Doctor of Ministry (DMin)

This dissertation examines how collaborative leadership, grounded in theological and practical applications, impacts ministry effectiveness in United Pentecostal Churches (UPCI) in the Southeastern United States. It employed a mixed-methods design, with in-depth qualitative interviews conducted with twelve senior UPCI pastors, and quantitative surveys administered to 63 members of their core leadership teams. Although collaborative leadership is a widely held ideal in ministry, a gap often exists between its theory and its practical implementation. The findings reveal a significant convergence in the relational, visionary, and developmental dimensions of collaboration. The pastors are theologically committed to rejecting autocratic models. They are perceived …


2026 Private Capital Markets Report, Craig R. Everett Apr 2026

2026 Private Capital Markets Report, Craig R. Everett

Pepperdine Private Capital Markets Report

The Pepperdine private cost of capital survey was originally launched in 2007 and is the first comprehensive and simultaneous investigation of the major private capital market segments. This year’s survey specifically examined the behavior of senior lenders, asset‐based lenders, mezzanine funds, private equity groups, venture capital firms, angel investors, privately‐held businesses, investment bankers, business brokers, limited partners, and business appraisers. The Pepperdine survey investigated, for each private capital market segment, the important benchmarks that must be met in order to qualify for capital, how much capital is typically accessible, what the required returns are for extending capital in today’s economic …


A Therapy Dog Intervention For Elementary School Teachers' Well-Being: Using Action Research To Bridge The Research-Practice Gap In Hrd, Kelly F. Moore Apr 2026

A Therapy Dog Intervention For Elementary School Teachers' Well-Being: Using Action Research To Bridge The Research-Practice Gap In Hrd, Kelly F. Moore

Human Resource Development Theses and Dissertations

The purpose of this action research (AR) study was to explore how AR can serve as a participatory research design for bridging the research–practice gap in Human Resource Development (HRD) by collaboratively designing, implementing, and evaluating a therapy dog intervention to enhance teacher well-being. One primary research question guided this study: How can action research serve as a participatory research design for bridging the research–practice gap in HRD through the collaborative design and implementation of a therapy dog intervention for elementary school teachers? I conducted a two-phase AR study consisting of a pilot study followed by a full-scale intervention. Data …


Staging Technological Change: Media Ecology, Cultural Memory, And Fantasy Theme Analysis In The Tesla Cybertruck Unveiling, John Rodgers Apr 2026

Staging Technological Change: Media Ecology, Cultural Memory, And Fantasy Theme Analysis In The Tesla Cybertruck Unveiling, John Rodgers

Communication Theses

This thesis examines contemporary product launches as communicative events, arguing that they help shape how technological change is publicly interpreted and remembered. Drawing on media ecology and cultural memory, and using Fantasy Theme Analysis as the primary method, the study analyzes Tesla’s 2019 Cybertruck unveiling as a case of symbolic meaning-making at the moment of introduction and in its immediate circulation. The analysis identifies four dominant fantasy themes that organize the launch’s symbolic world and cohere into a rhetorical vision presenting Tesla as a disruptive actor introducing a resilient technology for an already arriving future. It then traces how that …