Social and Behavioral Sciences Commons^™

Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian

Doctoral Dissertations

Public Service Advertising is an essential field of study because of its ability to impact and shape public behavior and community changes. Historically, the advertising industry has come together during the times of world war to form an association, the Ad Council, to help create awareness to the public. Over the past 75 years, the Ad Council has contributed to the various causes by communicating and advertising to encourage better habits and behavior. The Ad Council has collaborated with CDC and COVID Collaborative to communicate the right messages about coronavirus response and COVID-19 vaccine during this pandemic. The purpose of …

A Postfeminist Multimodal Discourse Analysis Of Red Bull Sponsored Female Action Sports Athletes’ Digital Media Representation, Charli Celine Kerns

Doctoral Dissertations

This study applies a multimodal discourse analysis to social media content produced by Red Bull Media House. The aim of the research is to determine what postfeminist sensibilities discourses are used and how in the framing of the female action sports athletes the energy drink company sponsors. Specifically, Instagram posts, YouTube videos, and the biographical web pages about the 23 athletes were analyzed using multimodal discourse analysis. The findings revealed that while action sports have the potential to disrupt dominant discourses around femininity in sports contexts, ultimately Red Bull repackaged the discourses into different narratives.

"It's Like Walking On Eggshells": The Lived Experiences Of Workplace Bullying Bystanders In Academia, Jenilee Williams

Doctoral Dissertations

Over 60 million working adults in the U.S. report bullying experiences (Namie, 2017). However, many organizations fail to actively intervene. Workplace bullying becomes a detrimental process riddled with emotional trauma, confusion, and depleted organizational productivity. Workplace bullying bystanders are pivotal as they impact the trajectory of these issues. Bystanders can either be a target-ally (e.g., offer support or actively intervene), bully-ally (e.g., act as a henchman), or silent-bystander (e.g., ignore the situation). Bystanders contend with their own complex sensemaking processes when witnessing bullying happen to others. Researchers have often examined this role through a post-positivistic lens in the quest to …

Unearthing Tree Symbolism In Song: A Sentiment Analysis, Shannon L. Bayliss

Masters Theses

How societies communicate about nature can shape the way that they interact with it. Messages contained in music are especially interesting to study because of the unique ability of sound and language to alter moods and/or induce physiological reactions. Research on cultural values in music is growing but studies on environmental themes are scarce despite pervasive natural symbolism in songs. Historically, most species of tree have gained a symbolic meaning in part based on their physical characteristics and the various ways they are used by humans (e.g., for construction or for medicine). The overall goal of this thesis was to …

Examining Messaging Strategies Of Virtual Reality Companies On Instagram, Brian Galloway

Masters Theses

This study examines the messaging strategy and executional strategy utilized in the virtual reality industry on Instagram through the lens of Taylor’s Six-Segment Message Strategy Wheel. Content analysis examined a total of n=942 posts which were coded for high level message strategy, specific message strategy, and executional strategy. Engagement data was also recorded. Ritual-view messaging strategies were found to be utilized most often, with Social and Sensory-segment strategies used most frequently in terms of segments in Taylor’s model. In terms of executional strategies, User Image, Brand Image, and Use Occasion strategies were seen most frequently. Ego and Social segment message …

In Our Very Blood: The Use Of Social Media In The 2018 West Virginia Teachers' Strike, Everette Scott Sikes

Doctoral Dissertations

The 2018 West Virginia teachers’ strike exemplifies the changing shape of social movements and events of dissent and protest in the digital age. The use of information communication technologies (ICT) and social media have changed the ways such events develop and unfold. These technologies offer new tools for organizing and strategizing, for generating large numbers of participants, and for communicating crucial information while reducing temporal and spatial barriers. The teachers’ strike presents an opportunity to increase our understandings of these issues and to widen the scope of research in the field of information sciences to include the impact of ICTs …

Emerging Adults’ Experiences As Receivers Of Sexually Transmitted Infection Disclosures From Sexual Partners: A Three-Part Examination, Kayley D. Mcmahan

Doctoral Dissertations

Each year in the United States, over 20 million cases of sexually transmitted infections (STIs) are diagnosed, mostly among those in the developmental period of emerging adulthood (ages 18-29). Research on STI disclosure to romantic and sexual partners has increased over the last two decades, but this research has (a) generally lacked a developmental and theoretical focus, (b) not examined disclosure recipients, and (c) not been systematically and critically synthesized. To address these limitations, I conducted a three-part examination. First, I systematically reviewed the STI disclosure literature and summarized findings, critical limitations, and future research and intervention directions. Next, I …

The Issues Management Process In Nonprofit Organizations, Andrew B. Brown

Doctoral Dissertations

Issues management concepts and processes have been traditionally studied within corporate contexts. Using the tools and best practices of the qualitative paradigm, this dissertation explores the extension of issues management into the nonprofit context through the multi-vocality of nonprofit executives, managers, and board members. The findings suggest that these nonprofit decision makers are employing an abbreviated issues-management process, that nonprofit executives are acting as issues gatekeepers, that nonprofit decision makers value issues management as a tool for integrated public relations and future crisis avoidance, and that nonprofit decision makers approach social issues divergently based on age and experience. The findings …

Communicating Distant Suffering Through The Camera Lens: A Study Of Ap News Images Of The Syrian Civil War, Xu Zhang

Doctoral Dissertations

This dissertation examined The Associated Press (AP) news photographs of civilian suffering in the Syrian civil war using a visual framing approach. By doing a quantitative content analysis on 1,309 AP news images of suffering civilians and refugees, this study revealed that at a denotative level of visual framing, Daily Life, Rescue/Recovery, Human Reaction to Suffering, Journey, and Celebrity Visit were the five most prominent themes in AP visual coverage of humanitarian issues caused by the Syrian civil conflict. A qualitative semiotic analysis was further conducted based on the results from the content analysis …

Contemporary Black Civil Rights Activism Strategies In East Tennessee: Gaining Economic And Political Power In The Black Community, Lily Joy Crosby

Masters Theses

The purpose of this thesis is to explore the contemporary Black civil rights movement in East Tennessee to gain a better understanding of the strategies being employed to mobilize publics. Though an important aspect of the public relations field, in public relations academia there is a lack of research centering on activism. Little has been explored outside of organizational settings, especially since the rise of technology and increased interconnectedness of the world. To learn more about the movement in East Tennessee, the researcher interviewed eight leaders of the contemporary Black civil rights movement across the East Tennessee region. The researcher …

How Divergent Risk-Characters Rewrite The Anti-Vaccination Narrative, Shelby C. Luttman

Masters Theses

The modern narrative originates in 1998, when a paper by a British medical journal The Lancet alleged that the measles-mumps-rubella vaccine may cause autism and bowel disease (Wakefield, Murch, Linnell, & Casson, 1998). The funding of the publication was deemed erroneous, yet the research sparked a connection between vaccines and disorders that would soon undermine public confidence in vaccines. Still today, the debate on vaccines poses a threat to public health in the United States of America as “opt-out” rates, particularly in states with recent outbreaks are increasing (Ratzan, 2011).

This study sought to examine what factors contribute to divergent …

Self-Identity And Risk Mitigation Behavior: Self-Protecting Masks Mandate, Mallory L. Denning

Masters Theses

A nation’s reaction to health risk in the wake of a pandemic reveals ample supply of data potentially highlighting the thematic schemes linking self-identity to risk mitigation behavior. The following thesis proposes an assessment of the self-identify themes motivating the choice to adhere to the self-protection masks mandate, providing discernment for practitioners and academics interested in revealing the diverse idiosyncrasies contributing to health-behavior habits. Literature surrounding risk communication, risk perceptionand self-identity intertwine to form a lens to interpret the gathered data. Seven qualitative interviews gleaned from a purposeful snowball sample conducted at a Southeastern University from individuals at least 18 …