Social and Behavioral Sciences Commons^™

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 …

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 …

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 …

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 …

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 …

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 …

When Old Issues Call Forth A New People: A Constitutive Rhetorical Analysis Of Black Liberation Manifestos, Ian Summers

Annual Research Symposium of the College of Communication and Information

While much rhetorical research has been dedicated to social movements, not as much scholarship has examined the manifesto texts that form the rhetorical basis for said movements. This essay analyzes whether related rhetorical forms exist across multiple manifesto discourses, specifically elements of constitutive rhetoric, through the study of the UNIA and Black Panther Party’s manifestos. Although the scope of this particular inquiry is too narrow to provide a definitive conclusion, it appears constitutive elements recur enough across black liberation discourses to warrant further discussion on whether manifestos ought to be considered as a separate rhetorical genre.

Emergency Text Messaging Systems And Higher Education Campuses: Expanding Crisis Communication And Chaos Theory, Tanya Desselle Ickowitz, Michael J. Palenchar

Annual Research Symposium of the College of Communication and Information

Recent public safety threats affecting college and university campuses during episodes of natural disasters and mass violence have exposed numerous challenges and opportunities in risk and crisis communication. This study addresses how colleges and universities have incorporated emergency text messaging systems into their crisis communication plans; how these institutions have tested such emergency notification systems; and what, if any, prevalent gaps exist between audience expectations and actual practices. Using grounded theory, the data collected in this study through in-depth phone interviews (N=10) of university public relations practitioners, as well as a document analysis of media coverage of campus crises (N=36), …

Social Media As Precursor To Arab Revolt, Mark D Harmon, Brittany Rose Nauta

Annual Research Symposium of the College of Communication and Information

This research examines the use of the Internet and social media as related to 2011 to 2012 Arab protests and civic unrest, testing the widespread belief that communication revolutions played a large role in the political revolutions sometimes known as the Arab Spring. The researchers take a two-pronged approach. They examine the pre-uprising communication firmament in Egypt, specifically seeking and finding correlation between Internet use and political dissatisfaction. This was done using a secondary analysis of the Egypt portion of the 2008 World Values Survey. Secondly, the researchers use secondary analysis of the Arab Barometer, first wave 2006-2007, seeking and …

Early V. Election-Day Voters: A Media Profile, Mark D Harmon

Annual Research Symposium of the College of Communication and Information

Abstract

The researcher conducted a secondary analysis of three major surveys of voters: the 2008 National Annenberg Election Survey, and the 2007 and 2008 Cooperative Congressional Election Surveys. All three of these surveys had media components, making it possible to create a profile of significant media differences between Election Day voters and those who vote early.

Early voters, contrasted to those on Election Day, are super citizens—the kind of extremely likely voters campaigns seek out and contact. Early voters (at p < .0001 level of significance) were more likely to be contacted by campaigns by both mail and e-mail, and at a p < .05 level of significance were more likely to be contacted by campaigns face-to-face and by phone.

Early voters, compared to election-day voters, are more likely to mention News and Documentary among their top-four favorite types …

I Look To You: Religious Leaders As Social Support In The Management Of Uncertainty Within The African-American Community, Stephen Anthony Spates

Annual Research Symposium of the College of Communication and Information

African-Americans continue to show stronger relationships between spirituality, worship, and daily life. When faced with uncertainty in life, these individuals may look to their religious leadership as a tool for social support and guidance in decision-making. This study uses Uncertainty Management Theory as a framework to look at the relationship between these individuals and their religious leaders. Credibility will also be measured to see if religious leadership can be perceived as credible when dealing with issues that are not based in faith and worship. The importance of this study is seen in understanding how African-Americans are able to cope with …

No, Kidding! Are We Branded From Birth ? Content Analysis Of Ads In Children's Magazines, Meenakshi Trichur Venkitasubramanian, Jinhee Lee

Annual Research Symposium of the College of Communication and Information

Children are the favorite among marketers and advertisers. Most of the advertisers make use of the convincing power children have to make adults purchase products. This is exploited by advertising the messages exclusively to cater to children’s taste and interest. This is a proposed exploratory study that looks at the message strategies used by the advertisers in ads present in children’s magazines. Most of the research conducted focuses on television commercials and this paper hopes to add to the research on ads in children’s magazine. This study uses the six-segment strategy wheel to analyze the ads in the children’s magazines. …

The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

The current study examined the influences of perceived environmental responsibilities of the three types of important social agents (individuals, companies, and governments) on consumers’ green purchasing intentions. Drawing on the environmental consumerism and purchase decision making literature, consumers’ perceptions of the aforementioned social agents’ roles in environment protection were hypothesized to influence their purchase intentions for green products. In addition, the current study attempted to investigate the different prediction patterns of such factors for two different purchase intention measures (e.g., general purchase intention and “willingness to pay more” for green products) to capture the nuance between the different measurement scales, …

Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

Little research has incorporated a theoretical framework for the analysis of message and creative strategies used in DTCA to date. The purpose of the current study is to extend the previous literature by providing a more complete list of DTCA message and/or creativity strategies based on Taylor’s message strategy wheel. The results show that DTCA has been used to promote drugs for such life-threatening conditions as asthma, acid reflux, Alzheimer’s disease, depression, and arthritis. The most common inducement was the offer of consumer support information. In general, magazine DTC ads from 2006 to 2010 were likely to take both informational …

Politeness Theory: Compliance And Paralinguistic Cooperation, Jamie Jacqueline Osborn

Doctoral Dissertations

Abstract

This manuscript is comprised of three research studies focused on politeness, shame, and cooperation. Study one is a pretest to develop stimuli for the subsequent experiment. The stimuli are comprised of messages that vary by both the type and degree of politeness. There are two types of politeness: regard for another’s identity and regard another’s independence (autonomy). There are also two degrees of politeness: presence and absence of regard. Presence of regard is considered politeness and absence of regard is considered impoliteness. This creates four conditions: identity politeness, autonomy politeness, identity impoliteness, and autonomy impoliteness. This study included exemplars …

Emotional Destruction: How Supervisors Can Transform A Subordinate’S Emotions Towards The Workplace, Diane K. Carr

Masters Theses

Workplace emotions have become an increasingly important area for researchers and organizations. Organizational structures and interpersonal interactions activate emotional responses for employees. This emotional strain can lead employees to search for outlets, such as social media, to express their emotions and seek emotional support. This thesis uses a content analysis to examine how macro level policies and procedures and micro level interpersonal interactions between supervisors and subordinates impact the messages expressed on Twitter.

Mount Baker And Glacier Peak Usability Study, Rachel Volentine

User eXperience Lab

The User-eXperience Lab at the University of Tennessee in partnership with the Cascades Volcano Observatory conducted a remote usability study July 28 to August 18, 2020. The purpose of this study is to evaluate the usability of map-based risk and hazard communication products to develop a new methodology for evaluating map-based communication products implemented by USGS and its partners and stakeholders.

Star Wars, Parasocial Relationships And Breakups, And The Force…Of Fandom, Alexandria P. Sutherland

Masters Theses

As we live our lives in an increasingly growing digital world, like-minds tend to gather. These like-minds, when gathered around a media franchise, become known as a fandom. Fandom culture can often shape an individual’s identity, as they become more heavily engrossed in the lore surrounding the media. Permeating this individual identity is the group identity, which allows for the fandom to be labeled as a community. When belonging to a very popular media’s fandom, such as Star Wars, it is rather easy to become completely engrossed in the characters and their stories, long after the credits roll, and …

Becoming A Mom: Intersectionality And Fashion Consumption For Millennial Latinas And The Role Of Social Media Influencers, Leslie M. Cuevas

Doctoral Dissertations

When it comes to motherhood for women of color, the topic of women empowerment is scarce, and the media mostly portrays Latinas through traditional ethnic stereotypes. The advent of social media has presented women the opportunity to engage in identity formation as they exercise empowerment in choices and self-monitoring online. A good example of this transition in power involves fashion influencers who use their personal influence to change the meaning of motherhood, making it more accessible and realistic to women in general. However, a lack of diversity remains within the influencer industry as white women are the majority. Drawing upon …

Acronym Usage In Groups: The Relationship Of Socialization And Identification, Dara K. Carney-Nedelman

Pursuit - The Journal of Undergraduate Research at The University of Tennessee

This study analyzed the relationship between knowledge of acronym meaning and group member’s socialization and identification. It examined the understudied relationship between knowledge of acronym meaning for group members and their socialization and identification in the group. Research has concluded that when assimilated into a group the group members contribute more, and overall have greater satisfaction (Riddle, Anderson, & Martin, 2000). This assimilation can be separated into two variables, socialization and identification of group members. Research on the relationship for knowledge of acronym meaning and assimilation has been understudied; therefore, this project explored how the terms we use in groups …

The Importance Of Corporate Social Responsibility: An Examination Of The Dollywood Foundations My People Fund, Callie Victoria Johnson

Chancellor’s Honors Program Projects

No abstract provided.

Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright

Chancellor’s Honors Program Projects

No abstract provided.

Dating, Friendship, Courtship: Developing Healthy Relationships (Women Only), Reggie Jenkins

Black Issues Conference

"Dating, Friendship, Courtship: Developing Healthy Relationships" is a powerpoint presentation that is designed for young adult women. It defines the difference between courtship, dating, and friendship. It goes into detail regarding what dating really entails and what questions to ask when going out on dates. It also explains how dating and friendships are really about self-discovery. It explains what personalities to avoid while dating and steps to take toward self-empowerment. The purpose of this presentation is an attempt to prevent future trauma and abuse within the Black community. Its also an attempt to empower young ladies by providing a thorough …

Bridging The Synapse: Seeing The World Through A Neuroscience Lens, Madeline Macarthur

Chancellor’s Honors Program Projects

No abstract provided.

Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers

Chancellor’s Honors Program Projects

No abstract provided.