Digital Commons Network^™

Just As Advertised: The Perception And Effectiveness Of Artificial Intelligence In Digital Advertising, Brandon Isem Cáceres

CMC Senior Theses

What do you think when you hear “AI in advertising”? Does it spark intrigue, or does it feel like just another tech buzzword? In today’s fast-paced digital marketing landscape, connecting with consumers is a high-stakes challenge, and artificial intelligence is at the forefront of innovation. From automating campaigns to creating hyper-targeted content, AI promises efficiency and precision—but how do audiences perceive this shift? By analyzing key performance indicators (KPIs) like impressions, click-through rates, and cost-per-click in an an original A/B test, this thesis evaluates the perception and effectiveness of AI-driven advertising strategies. Combining historical insights, case studies, and an original …

The Influence Of Seventeen As A Celebrity Endorser On Brand Attitude And Purchase Intention Toward Indomilk Products In Indonesia, Francesca Diva Rachmaputri

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aims to examine the influence of the K-pop group SEVENTEEN as celebrity endorsers on consumers’ brand attitudes and purchase intentions toward Indomilk among Indonesian consumers. A quantitative survey was conducted with 266 respondents who were familiar with both SEVENTEEN and the campaign. The results indicate that the credibility of SEVENTEEN significantly affects consumers’ brand attitudes, with trustworthiness and attractiveness being the most influential dimensions. Moreover, consumers’ brand attitudes significantly impact their purchase intentions. The findings demonstrate the effectiveness of using K-pop artists to influence consumer behavior and highlight the importance of selecting highly credible endorsers to enhance the …

Vietnamese Gen Z'S Perception Of National Brand Identity Through Cộng Cà Phê Packaging Design, Ngoc Thao Chi Nguyen

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examined how Vietnamese Gen Z perceive national brand identity expressed through Cộng Cà Phê's packaging design. Through online questionnaires, 247 Gen Z respondents aged 18-27 evaluated the packaging design across four dimensions: cognition, emotion, language, and action. Results showed strong recognition of cultural design elements, particularly the color palette and retro typography that reference Vietnam's subsidy era. Emotionally, the packaging evoked national pride in Vietnamese identity among respondents. Linguistically, participants rated the design as highly authentic in conveying national character. Behaviorally, many respondents indicated they would choose Cộng Cà Phê to introduce Vietnamese coffee culture to international friends. …

บทบาทของการสื่อสารในการเผยแพร่ซีรีส์วายในฐานะซอฟต์พาวเวอร์ผ่านข่าวออนไลน์และการสนทนาออนไลน์, ชนนิกานต์ พันธกานกุล

Chulalongkorn University Theses and Dissertations (Chula ETD)

งานวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาบทบาทของการสื่อสารในการเผยแพร่ข้อมูลเกี่ยวกับซีรีส์วายในฐานะซอฟต์พาวเวอร์ ผ่านข่าวสารออนไลน์และการสนทนาออนไลน์ของกลุ่มแฟน งานวิจัยใช้วิธีวิจัยแบบผสมผสาน (Mixed Method) ตามรูปแบบ Convergent Design โดยเก็บข้อมูลข่าวจำนวน 966 บทความจาก 15 แพลตฟอร์มข่าวออนไลน์ ระหว่างปี พ.ศ. 2563 ถึงเดือนกันยายน พ.ศ. 2568 และเก็บข้อมูลจาก Pantip, Reddit, X และ Facebook พร้อมใช้วิธีการทางวิทยาการคอมพิวเตอร์เชิงสังคมศาสตร์ในการวิเคราะห์ผล ผลการวิจัยพบว่าแพลตฟอร์มข่าวออนไลน์มักนำเสนอซีรีส์วายไทยในรูปแบบข่าวทั่วไปและข่าวประชาสัมพันธ์อย่างต่อเนื่อง อย่างไรก็ตาม สัดส่วนของข่าวที่เชื่อมโยงซีรีส์วายกับเศรษฐกิจสร้างสรรค์ ซอฟต์พาวเวอร์ และภาพลักษณ์ประเทศมีแนวโน้มเพิ่มขึ้น ซึ่งสะท้อนบทบาทของสื่อกระแสหลักในการขับเคลื่อนซอฟต์พาวเวอร์แบบบนลงล่าง (Top-down) ในขณะเดียวกัน กลุ่มแฟนคลับมีบทบาทสำคัญในการขับเคลื่อนซอฟต์พาวเวอร์แบบล่างขึ้นบน (Bottom-up) ผ่านการพูดคุยเกี่ยวกับนักแสดง บทวิจารณ์ โปรเจกต์ของแฟน ๆ การท่องเที่ยวตามรอย รวมถึงการแปลและอธิบายวัฒนธรรมไทยเป็นภาษาต่าง ๆ ทำให้แฟนคลับทำหน้าที่เป็นทั้งผู้บริโภค ผู้สนับสนุนเศรษฐกิจ และผู้ร่วมผลิตเนื้อหาทางวัฒนธรรมในเวลาเดียวกัน ซึ่งสามารถเชื่อมโยงซีรีส์วายกับการท่องเที่ยว การบริโภคสินค้าไทย และภาพลักษณ์เชิงบวกของประเทศ ข้อค้นพบทั้งหมดนำไปสู่ข้อสรุปว่า ซีรีส์วายไทยมีศักยภาพในฐานะซอฟต์พาวเวอร์ที่เชื่อมโยงกับเศรษฐกิจสร้างสรรค์ อย่างไรก็ตาม การบูรณาการเชิงนโยบายและโครงสร้างสนับสนุนจากภาครัฐยังมีข้อจำกัด และจากการสื่อสารของทั้งสองสื่อดังกล่าวชี้ให้เห็นว่าประเทศไทยยังขาดการพัฒนากลวิธีการสื่อสารและการพูดถึงยุทธศาสตร์การสื่อสารอย่างเป็นระบบ

Exploring The Shadows: How Taylor Swift's Music Embodies Dark Sound As A Popular Music Artist, Kristyn E. Cole

Theses and Dissertations (Comprehensive)

To challenge the conceptual matter of “dark sound”, this major research paper centers around the popular music artist, Taylor Swift to demonstrate an overarching feminist wisdom in an alternative style of music to identify how Taylor Swift presents and embodies qualities of “dark sound”. Research done by D. Ferrett, Theodor Adorno, Roland Barthes and Paul C. Jasen are used to examine her popular music, and its intersections and influence on our culture and society. Using multimodal critical discourse analysis, this research paper discusses three of Swift’s songs; “willow” (evermore, 2020) for her sound, All Too Well: The Short …

For Her Horror: Sociopsychological Gratifications Obtained By Fem Fans Of The Slasher, Brooke Eaglesong Wilson

Masters Theses

Those who side with the unjustified killer in slasher films are doing so to fulfill sociopsychological needs that are not being met in social reality. There were three main findings found in this study. First, participants sided with the unjustified killer in slasher films to gratify needs that were not being fulfilled in their careers such as the need to perform without having to consult mentors, not unlike how the unjustified killer murders victims without discussing with others. Second, participants sided with the unjustified killer in slasher films to gratify needs in their romantic relationships such as the need to …

“Digital Shame Shift”: From Telling The Pain To Recording The Truth — Black Maternal Health And Digital Counter-Narrative Storytelling On Tiktok, Odera Covenant Ezenna

Theses and Dissertations

This dissertation explores how digital storytelling on TikTok is used to challenge medical racism, with a particular focus on Black maternal health. Guided by Critical Race Theory (CRT) and Critical Technocultural Discourse Analysis (CTDA), the study examines how TikTok users—ranging from Black mothers to healthcare professionals—create and circulate counter-narratives through two prominent campaigns: #BlackMaternalHealthWeek and #BlackMamasMatter. These digital stories serve as acts of resistance, disrupting dominant medical discourse and amplifying the lived experiences of Black birthing individuals. The research analyzes over 2900 TikTok videos posted between 2021 and 2024, identifying key themes, storytelling strategies, and rhetorical shifts over time. The …

Digital Orthodoxy And Political Populism In Eastern Europe: How Orthodox Media Facilitate Political Mobilization, Dmytro Garaschuk, Oleh Sokolovskyi

Occasional Papers on Religion in Eastern Europe

This article examines the intersection of Orthodox digital media and political populism in Eastern Europe, focusing on how religious institutions utilize digital platforms to facilitate political mobilization, reinforce nationalistic narratives, and undermine democratic institutions. Drawing on a comparative analysis of six countries–Russia, Ukraine, Romania, Serbia, Georgia, and Montenegro–the study identifies a shared ideological matrix that fuses populist rhetoric with theological motifs. The research highlights the strategic use of digital media by Orthodox actors to construct moral binaries, sacralize political resistance, and disseminate disinformation framed in religious language. Particular attention is given to the role of the Russian Orthodox Church and …

Co-Creation, Interpretations And Engagement With A Movement-Based Symbol For Climate Justice: A Qualitative Inquiry, Kai Reimer-Watts

Theses and Dissertations (Comprehensive)

The climate crisis demonstrates with complete clarity the need for massive systems-level changes towards far more sustainable societies. Global and local emissions need to decline rapidly to mitigate intensifying climate breakdown, accompanied by climate and sustainability solutions, to secure a far more stable, safe, and just future for all people and all life. Within these changes, engaging in our communities is essential to support and co-create broader solutions to help advance more sustainable societies, reduce negative impacts of a changing climate, and to move towards cultures and systems that recognize natural limits and centre care for people and planet.

‘Climate …

Examining The Media’S Roles And Responsibilities, An Evaluation Of Nigeria’S Development Toward The Sdgs, Kelvin Inobemhe, Tsegyu Santas, Aminat Trust Ogbesoh

ASEAN Journal of Community Engagement

This paper examines the roles and responsibilities in the country’s development toward the Sustainable Development Goals (SDGs). The media in any society is fundamentally a development partner. Whether combating diseases or disseminating critical messages about development plans and actions to the public, the media is a key stakeholder. In Nigeria, the government, in collaboration with development agencies and other relevant stakeholders, has actively sought pathways to actualize the SDGs. The media are among these important stakeholders. The Nigerian press and media to serve the people and development across the nation present a good opportunity. However, this study observes that after …

Parasocial Relationships In Children And Teens, Bradley J. Bond, Karen E. Dill-Shackleford, Jayson L. Dibble, Tracy R. Gleason, Nancy Jennings, Sara Rosaen, Rebecca Tukachinsky Forster

Communication Faculty Books and Book Chapters

"Young people have easy access to an array of fictional characters and celebrities, many of whom exist across platforms (e.g., protagonists from the graphic novel Heartstopper now appear in live-action on Netflix) and are manifested in toys and other merchandise. Children and adolescents often create powerful, socioemotional connections with fictional characters and celebrities called parasocial relationships (PSRs). Preschoolers clutching Elmo dolls, tweens fantasizing about interactions with TikTok influencers, and queer teens finding affirmation in a gay couple on Schitt’s Creek all hint at possible PSRs. These one-sided, imagined social ties might raise concerns for parents and other stakeholders; however, PSRs …

Data Security In The Apple Ecosystem: An Evaluation, Kayrene Woods

Cybersecurity Undergraduate Research Showcase

This study provides a comprehensive evaluation of data security within the Apple ecosystem, focusing on the company’s privacy policies, user perceptions, and the effectiveness of its App Store review processes. Employing an interdisciplinary methodology, the research examines Apple’s commitment to data protection, emphasizing transparency and user trust. A survey of user experiences revealed varying levels of engagement and understanding of Apple’s privacy practices, with only 32.8% of respondents having read the Privacy Policy and mixed opinions on its clarity. Additionally, concerns persist about third-party app security, with 39.7% of users expressing apprehension and skepticism about Apple’s App Store review process. …

The Current (Including Special Section) - Volume 35 Issue 6, Nova Southeastern University

Student Newspapers

No abstract provided.

Framing Barbie: A Thematic Analysis Of News Media, Mckenzie Muskett

USF Tampa Graduate Theses and Dissertations

This study qualitatively examined how newspapers and digital media sources frame the 2023 movie, Barbie, and how news media can either perpetuate stereotypes or uproot them. This was done by first facilitating a thematic analysis of newspaper articles from five major U.S news outlets, New York Times, Washington Post, The Wall Street Journal, Los Angeles Times, and Chicago Tribune, and then from four major digital news outlets, Newsweek, Reuters, BBC, and NewsNation. This study utilized framing theory to identify ten frames news outlets used to frame Barbie. Additionally, feminist theory was implemented to inform the findings and analyze the articles. …

Conglomeration, Digital Disruption, And Covid-19: Upheaval-Driven Changes To The Roles Of U.S. Local Television News Directors, Suzanne Lysak, Keren Henderson

Film and Media Arts Faculty Articles and Research

This mixed methods study analyzes how broadcast news directors renegotiate their roles under organizational and cultural times of change. Even before COVID-19, local television news directors, one of the two predominant groups of journalism managers in the United States, were experiencing shifts in roles related to their growing work responsibilities. These changes were the result of long-term workplace upheavals including conglomeration and digital disruption. When the COVID-19 pandemic hit, news directors found themselves managing through this additional, short-term upheaval. The authors of this study sought to discover how industry upheavals impact broadcast newsroom management roles.

Framing Foreignness In Sports: The Effect Of Text And Image Frames On Attitudes Toward Australian College Punters, James Bingaman

Journal of Issues in Intercollegiate Athletics

In recent years, there has been an influx of Australian college punters receiving significant media attention. This media coverage often emphasizes these athlete’s “foreignness” by relying on cultural stereotypes. Existing research has shown that the framing of athletes – both text and image frames – can influence individuals’ attitudes and perceptions. Using a 2 x 3 (two textual frames x three visual frames) experimental design, this study sought to test the effects of “foreignness” framing on attitudes toward Australian punters and punters more broadly. The results offer several directions for sports media scholars to examine media effects related to the …

Euphemism In Ai Discourse As Colonial Harm & Effect: Learnings From Subaltern Puerto Rico, Jacqueline Oquendo

LSU Doctoral Dissertations

Through three integrated studies, this dissertation explores complex human-AI interactions by comparing the perceptions of two groups of U.S. citizens: subaltern Puerto Ricans and stateside Americans’ interactions with ChatGPT. This corpus-assisted Critical Discourse Analysis or CLCDA, triangulated with 1:1 semi-structured interviews, validates scholars’ concerns about the biases inherent in generative AI. Contributing to those concerns, this dissertation reveals that ChatGPT deploys discourse strategies that, when executed, facilitate digital colonialism. Euphemistic language is prominent among its discourse strategies, replacing controversial words, phrases, and topics with more palatable ones. When prompted on events of historical significance, I find that ChatGPT’s discourse obscures …

The Current - Volume 35 Issue 5, Nova Southeastern University

Student Newspapers

No abstract provided.

The Current - Volume 35 Issue 4, Nova Southeastern University

Student Newspapers

No abstract provided.

The Current - Volume 35 Issue 2, Nova Southeastern University

Student Newspapers

No abstract provided.

The Guardian The Month Of September 2024, Wright State Student Body

The Guardian Student Newspaper

News articles from The Guardian for the Month of September 2024. The Guardian is the official student-run newspaper for Wright State University. It has been published regularly since March of 1965.

“I’M Speaking”: Black Women Leading School Public Relations, Managing Communications And Personal Challenges, Keisa Gunby

Theses and Dissertations

Operationalizing feminist communication theory with a critical lens, this research analyzes virtual, semi-structured interviews with 13 Black women who are integral to impacting organizational culture through the brand management and narratives to the stakeholder groups of employees, parents and community members for a public school district. This study aims to describe the oppression and invisibility of Black women in school public relations and amplify their voices as they lead the communication, marketing, and promotional efforts in public school districts across the United States. The interview transcripts were analyzed utilizing NVivo software through the first round of coding initial and the …

The Current - Volume 35 Issue 1 (Including Special Section On Sports), Nova Southeastern University

Student Newspapers

No abstract provided.

The Guardian The Month Of August 2024, Wright State Student Body

The Guardian Student Newspaper

News articles from The Guardian for the Month of August 2024. The Guardian is the official student-run newspaper for Wright State University. It has been published regularly since March of 1965.

News Media Coverage And Framing Of Human Trafficking In The United States, Chloe Junkerman

Graduate Theses and Dissertations

This study examines what makes mainstream news media representations of human trafficking cases newsworthy, and how news media choose to frame sensationalized human trafficking stories. While there have been several notable studies examining news media framing of human trafficking as a social issue more generally, prior research has yet to empirically investigate how the news media cover specific human trafficking cases, thus overlooking what types of attributes make cases newsworthy. This is an important gap in research as the types of cases that get covered, or ignored, by news media, and how stories frame various aspects of these crimes, informs …

Assessing Information Literacy Levels Among Underprivileged Communities, Nurul Hazlina Noordin

Journal of Media Literacy Education

This study examines the levels of Media and Information Literacy (MIL) among underprivileged communities, shedding light on their digital literacy and online behaviour. Rooted in the UNESCO Media and Information Literacy framework, focusing on specific dimensions of MIL, with an emphasis on assessing the ability to retrieve, critically evaluate, and manage information. 366 participants among the targeted community were involved, where survey instruments aligned with MIL principles were adopted in identifying the strength and areas for improvement for the targeted underprivileged community. Participants’ awareness of data privacy was also assessed. The findings emphasize the critical role of targeted interventions and …

The Role Of New Media Literacy In Shaping Online Learning Satisfaction: Evidence From Egyptian Universities, Abdelmohsen Hamed Okela

Journal of Media Literacy Education

The pervasive adoption of online learning in educational systems worldwide has resulted in delivering this learning to digital natives, today’s university students. In this context, it is crucial to acknowledge the significance of students’ satisfaction in determining the success or failure of online learning. This study examines the impact of the four New Media Literacy (NML) dimensions on students’ satisfaction with online learning (SOL). A total of 640 university students from four universities in Egypt were included in the data collection process. The findings derived from structural equation modelling revealed that the four dimensions of (NML), namely functional consumption, critical …

Fan, Friend, Or Foe: An Exploratory Scale Development Of Perception Of Social Media Influencers On Instagram, Katelynn Danyell Stewart

Theses and Dissertations

This study aims to start the scale-building process of perception of social media influencers. This dissertation analyzes lifestyle Instagram influencers' followers’ perceptions of the influencer, their brand, and their communication and interaction efforts with followers through Instagram. This survey will help test the independent variables and dependent variables through the public relations lens using a combination of parasocial relationship theory, source credibility theory, and uses and gratifications theory to determine the effects and behaviors that lifestyle Instagram influencers have on their followers connected to influencer brand and influencer interactivity; and how lifestyle Instagram influencer usage, influencer authenticity, and parasocial relation …

The Guardian The Month Of July 2024, Wright State Student Body

The Guardian Student Newspaper

News articles from The Guardian for the Month of July 2024. The Guardian is the official student-run newspaper for Wright State University. It has been published regularly since March of 1965.

Constructing Fame: A Phenomenological Study Of Online Impression Management Among Indonesian Tiktok Celebrities, Vidi Sukmayadi, Dante Darmawangsa, Suffian Hadi Ayub, Sarah Annisa Fadhila

The Qualitative Report

The relevance of social media platforms in our daily lives is intensifying. Social media have become a "showcase" for our life experiences. In addition, they represent a range of dimensions of our status in the virtual and actual social world. These two factors trigger people to construct particular identities to thrive in dual social ecosystems. Subsequently, Tiktok's prominence as a current trending social media platform with a total of 500 million users globally transforms its function from a communication medium to a medium for gaining social capital. This phenomenon notably influences Indonesian society, with people being heavily invested in that …