Business Commons^™

Three Research Essays On Human Behaviors In Social Media, Jiao Wu

Theses and Dissertations

Social Media (SM) has grown to be one of the most popular Internet technologies for individual users and has fostered a global community. For instance, recent statistics reveal that monthly active users of Facebook are almost 1.5 billion by Mar 2015. At the same time, 20% of internet users in the US are expected to have Twitter accounts. This figure has grown from 15.2% in 2012, and is expected to rise to 24.2% by 2018 (Twitter 2015).

People like spending their time on SM to track the latest news, seek knowledge, update personal status, and connect with friends. It is …

"Be A Sturdy Oak:" The Art Of Manliness And Rebranding Masculinity In 21st Century America, Leslie J. Peckham

Theses and Dissertations

This thesis presents the ways the blog, The Art of Manliness, negotiates a rebranding of masculinity through nostalgia-based marketing initiatives and individualistic language and perspectives. This blog, dedicated to the self-improvement of the modern man, relies on “intentionality” and makes room for both traditional forms of masculine consumption and progressive masculine domesticity. The thesis begins by illustrating the ways marketing initiatives have had a hand in creating masculinity and the ways society has adopted or rejected these representations. It goes on to discuss how a contemporary blog on masculinity, The Art of Manliness, has incorporated some of these marketing techniques …