Social and Behavioral Sciences Commons^™

Gender And Internet Advertising: Differences In The Ways Males And Females Engage With And Perceive Internet Advertising, Carolynn Anne Mcmahan

Doctoral Dissertations

This paper discusses an examination of the differences in the ways males’ and females’ engage with and perceive Internet advertising. Specifically, commercial Web sites were analyzed to better understand the role of gender within online consumer behavior, its effect on interactivity and advertising effectiveness and the implications for online marketing communications. Gender differences in Internet advertising are first explored by analyzing gender in relation to interactivity. This exploration will be based upon dimensions of consumers’ online behavior, referred to as user processes, and consumers’ beliefs about the interactive communication environment, or user perceptions, in relation to three types of features, …

Consumers’ Perceptions Of And Responses To Green Cause-Related Marketing, Betsy Suzanne Saylor

Masters Theses

In the last few decades, cause-related marketing has been increasingly refined as a method for companies to go beyond meeting the material needs of consumers (Marconi, p. xi). As cause-related marketing has developed, the variety of tactics, causes, and ethical issues has become more prevalent. The nature of cause-related marketing is conducive to a growing number of approaches, further narrowing and defining target markets through the selection of more specific causes. Competing alongside the marketing campaigns supporting cancer research is cause-related marketing geared toward restoring native species in the county of a company’s headquarters. The purpose of this study is …

Framing, Athletics, And Gender: A Study Of Newspapers And The 2004 Olympics, Nathan Lee Kirkham

Masters Theses

This study serves as an extension of previous research focusing on media content and gender portrayal of female athletes, most notably Kinnick’s research of the 1996 Olympics (1998). In particular, this research analyzed newspaper content for the presence of common framing devices traditionally used to inject gender bias into coverage devoted to female Olympians. More specifically, a data set of 210 articles systematically drawn from The New York Times, The Washington Post, and the Los Angeles Times

was manually coded to compare coverage of male and female Olympians during the 2004 Olympic Games.

While there were some notable exceptions, …

Framing The Genetic Engineering Debate: An Examination Of Frames And Sources In Local Newspaper Reporting, Catherine Emma Crawley

Doctoral Dissertations

The study contributes to understanding of how a scientific controversy – genetic engineering – is treated in news stories in local newspapers. The findings provide quantitative evidence that local newspaper coverage of genetic engineering issues is framed in diverse and complex ways. Additionally, the analyses reveal that oppositional viewpoints exist in some local newspapers, perhaps more so than in national news. In contrast to studies of biotechnology news content in the national, elite press, this study suggests that a range of voices and interpretations about biotechnology do in fact exist in news media coverage of biotechnology in the United States, …

Indecent Proposals: A Legal Analysis Of ‘Indecency’ Applied To Broadcasting And The Internet, Maria Irene Fontenot

Doctoral Dissertations

The purpose of the dissertation was to analyze indecency policy and identify valid arguments and approaches from which one can find a viable model or approach of content regulation for both broadcast media and the Internet. Broadcast media and the Internet are both under scrutiny by the federal government for increased content regulation; therefore, both media are facing threatened First Amendments rights.

This dissertation explored whether the public interest could be best served through the marketplace approach to content regulation of indecent speech on broadcast radio and television and the Internet. The dissertation explored, compared, and contrasted indecency regulation on …

Extending The Politeness Theory To Meditation Discourse: Does Facework Make A Difference?, Andrew Craig Tollison

Masters Theses

Previous research has failed to determine which mediator characteristics have the greatest affect on participant satisfaction during the mediation process. The four characteristics being analyzed in this study are politeness, facework, eye contact, and trust. The concept of politeness suggests that mediation participants have an interest in maintaining face (i.e. positive and negative) while in the mediation session. To avoid threatening the participants’ face, the mediator has five facework strategies to choose from. These facework strategies, when articulated by the mediator, have the potential to combat potential face-threatening acts which can occur during the mediation process. The use of eye …

Online Newspapers: Why They Remain Online, Myra H. Ireland

Masters Theses

In order to understand what lies behind the phenomenon of online newspapers, this study takes a qualitative approach through interviews with online newspaper managers. In addition to attempting to determine if online newspapers had become profitable business ventures, this study explored the benefits, other than possible profit, that support the decision to keep the newspapers online and what online newspaper managers see as the next evolutionary steps of online newspapers.

Interviews with thirteen online newspaper managers were conducted by phone. The interview guide consisted of open-ended questions covering eight topic areas. Online managers, recruited from Editor and Publisher Year Books …

The Impact Of Gender Frame Sponsorship On The Frame Process In Sport, Christie Morgan Kleinmann

Doctoral Dissertations

Media represent a dominant constructor of reality in today's mediated culture, and frame research has examined this construction, particularly in sport, and concluded that media influence the continuance of hegemonic ideals that devalue women (Carragee & Roefs, 2004; Funkhauser, 1973; Lind & Salo, 2002). Framing's alignment with agenda setting centers on the transfer of frames from agenda to agenda through frame sponsorship and incorporates an examination of power by considering who influences the media agenda (Carragee & Roefs, 2004). A sport gender frame sponsorship analysis revealed the continuance and dominance of negative gender frames in both public relations and media …