Social and Behavioral Sciences Commons^™

The Effectiveness Of The University Of Southern Mississippi's Marketing And Branding Efforts Among Prospective Students, Amy Clevenger

Honors Theses

With enrollment rates expected to surge over the next decade, the competition

between institutions of higher learning will also increase. Because of this, marketing

material produced by all institutions will need to adjust to become more effective at

establishing brand identity to attract the attention of prospective students. Using Aaker’s

brand identity model as a framework to understand branding methods, this research aims

to identify marketing communication strategies that are more effective in a prospective

student’s decision-making process. The thesis also investigates prospective students’

recall and perception of marketing material produced by USM to determine its overall

effectiveness and differences …

What Happened To Rosie The Riveter?: Media Portrayals Of Women In The Workforce, 1942-1946, Vivienne Cookmeyer

Honors Theses

Rosie the Riveter is a common feminist icon; however, few people know what happened to the Rosies after the war. Due to the Veterans Preference Act, women lost their jobs and went back to their home lives, which is contrary to the belief that women were incorporated into the workforce after World War II. Many women were laid off and had to fight to keep their jobs, resort to stereotypical female work, or revert to the caretaker of the home. While these women struggled for equality, there was a sustained increase in the number of women in the workforce in …

College Students’ Use Of Social Media And Its Effects On Well-Being During Covid-19, Virginia Pressly

Honors Theses

Beginning in the late 2000s, social media began its ascent into mainstream media. Today, it has become a part of our daily routines. Due to its prevalence and nature, social media has been directly linked to deteriorating mental health in teens and young adults for some time. Many of the studies previously conducted studied Millennials. However, today’s generation of young people, Gen-Z, has a very different relationship with social media and the internet. In 2020, when the world was hit with the COVID-19 pandemic and most work and school went virtual, social media became that much more prevalent in our …

Leadership, Job Stress And Uncertainty Among Nurses During The Covid-19 Pandemic: Impacts And Implications In Lieu Of Pertinent Theoretical Constructs, Davis Woodson

Honors Theses

The purpose of this study is to determine the effect of the COVID-19 pandemic on practicing nurses in the United States. The study considered the effect of communication, self-efficacy, intolerance to uncertainty, and life satisfaction on nurses’ job satisfaction; additionally, this study considered the extent to which nurses perceived organizational response efficacy was predicted by their perceptions of communication and perceived threat susceptibility. A total of 191 nurses participated in the online survey. The study revealed that life satisfaction was positively predicted by communication, self-efficacy, and life satisfaction in multiple regression analyses. Perceived communication positively predicted perceived organizational response efficacy …

Framing Race: An Analysis Of Media Coverage Of The Racially Motivated Murders Of Emmett Till And Trayvon Martin, Chloe Jackson

Honors Theses

In August 1955, Emmett Till, a 14-year-old Black boy from Chicago, was brutally murdered by two white men for “wolf whistling” at a white woman. Fifty-seven years later, 17-year-old Trayvon Martin was shot and killed by a neighborhood watchman on February 26, 2012. The unwarranted killings of these two Black boys caused uproars across the entire country. This study examines how the media framed and represented Till and Martin in the cases of their racially motivated murders. Prior research shows that Black male youth are framed in the media as deviant and lawless, continuously being represented as criminals. However, there …

Season Pass: Southern Miss Sports Report, Mackenzie Hamilton

Honors Theses

Season Pass: Southern Miss Sports Report is a creative activity investigating the process of producing and releasing a weekly sports report. The series is composed of twenty-four two-to-three-minute episodes that recap the highlights, scores, and performances of Southern Miss Athletic teams. In addition to the sports reports, the show includes feature stories that provide insight into the lives of Southern Miss Athletes and Athletic Staff outside of the sports world.

Season Pass aired weekly on Southern Miss Athletics’ Twitter, Facebook, and Instagram accounts from the beginning of September 2020 through mid-March 2021. In this manuscript, I detail the pre-production, production, …

Perceived Support And Connectedness In Greek-Letter Organizations During The Covid-19 Pandemic, Julia Bishop

Honors Theses

The goal of this project is to assess whether or not students involved in the fraternity and sorority life community at The University of Southern Mississippi feel supported and connected in their respective chapters. To understand students’ perspectives in this area, a survey was developed. The survey included questions pertaining to the experiences of Greek-letter organization members with the chapter environment, efforts of chapter leadership, and personal feelings of connectedness during the COVID-19 pandemic. The survey was sent out to all 26 fraternity and sorority chapter presidents at The University of Southern Mississippi, including the College Panhellenic Council, National Pan-Hellenic …

Crime Television Viewership And Perceived Vulnerability To Crime Among College Students, Madison S. Seymour

Honors Theses

This study focused on college students’ viewership of the crime drama television shows NCIS, Law and Order, Criminal Minds, and CSI as well as students’ perceived vulnerability to crime. The aim of the study was to determine if there is a relationship between the viewing of crime dramas and perceived vulnerability, based on the theories of mean world syndrome and cultivation. The study also examined the platform viewers used to watch crime dramas, whether that was streaming services or other options such as cable or satellite television. The chosen platform was also compared with perceived vulnerability to crime.

To collect …

Evolving Crisis Communication In Social Media Era: Analysis Of Tweets And News Stories Of The Manchester Arena Bombing, Allyson R. Staton

Honors Theses

The purpose of this research study was to better understand the evolving crisis communication methods used on traditional media and social media following organizational crises such as the Manchester Arena bombing. The research was primarily conducted by analyzing the British Broadcasting Corporation (BBC) online article archives and stakeholder Twitter accounts, including @ManchesterArena, @ManCityCouncil, @ArianaGrande and @GMPolice. Tweets under the hashtags #ManchesterBombing, #Manchester, #OneLoveManchester as well as the Manchester Bombing Twitter Moment were also analyzed for crisis communication responses to understand how traditional media and social media were used to communicate with the public following this crisis.

The results of this …

‘I Want It, I Got It’: Cultural Appropriation, White Privilege, And Power In Ariana Grande’S “7, Alyssa T. Bass

Honors Theses

Black women often suffer from not receiving recognition for their work. Still, nonblack people continue to use black women’s contributions to pop culture to rebrand themselves. This is especially relevant in the music industry. Cultural appropriation is the act of a dominant group taking cultural elements from a minority group without acknowledging the cultural significance of those elements. The counterpublic Black Twitter gives black Twitter users the space to hold appropriators accountable. I used Grounded Theory to analyze tweets about Ariana Grande’s “7 Rings” to explore how Black Twitter responded to Grande allegedly appropriating black women for financial gain. Critical …

Effects Of Sexualized Images In Media On Attitudes Toward Public Breastfeeding, Hannah J. Powell-Yost

Honors Theses

Although breastfeeding is known to promote both physical and emotional health in both infant and mother, many women are hesitant to breastfeed in public due to perceived attitudes toward public breastfeeding. This research explores the relationship between frequent exposure to sexuality in mass media and people's positions regarding breastfeeding. It was hypothesized that sexualized portrayals of the female body perpetuated in mass media would negatively impact individuals’ attitudes toward breastfeeding. No significant correlation was found between media exposure and negative attitude toward public breastfeeding. However, a few interesting results were observed. Individuals who responded positively to sexual media were more …

Patient-Perceived Stigma & Communication In Mental Healthcare: Predictors Of Medication Adherence And Mental Health Outcomes, Cameron A. Cloud

Honors Theses

Patients with mental illness often report feeling stigmatized by their mental healthcare providers, which may deter them from seeking care services altogether. Although workplace interventions can be implemented to reduce stigma, outcomes are limited and may not be long-lasting. The objectives of this study are to investigate which variables of interpersonal communication are significant predictors of medication adherence and mental health outcomes in patients with mental illness. This study surveyed 258 participants from the United States who were at least 18 years of age and reported seeing a mental healthcare provider and taking psychotropic medication within the past five years. …

Peer Vs. Professional: Assessing The Communicative Experience Of Student Orientation Leaders, Casey M. Ford

Honors Theses

Current literature reveals that peer-leadership is valuable and integral within institutions of higher learning. While extensive research reveals how peer-leaders benefit the overall student experience and contribute to institutional recruitment and retention, (Tinto, 2012) little research has considered the actual experience of student peer-leaders. The current study considers the communicative challenges and triumphs student orientation leaders encounter in their roles as students and university ambassadors. During a university’s new student orientation, student orientation leaders function as both student leaders and university professionals; they serve as liaisons between students, their parents and families, and the university they represent, often working as …

Sports Fan Interaction: A Comparison Of Teams To Determine The Common Thread Between Fan Engagement Across Social Media, Emma L. Ishee

Honors Theses

This study focused on the utilization of social media by collegiate athletic teams and how it relates to their interaction with their fan base. The aim of this study was to determine if a particular platform or post type gained the most fan interaction. The study also examined whether the men’s or women’s teams receive more interaction from fans. A random number generator selected three collegiate athletic teams from three different school in three conferences. Data was collected in the week leading up to the opening game. Ultimately, the results were not able to prove one type of post more …

The Language Barrier In Healthcare: Quality Of Care And Health Literacy, Jacob Warren Garrett

Honors Theses

As the number of Spanish speaking immigrants coming to the United States increases, there will also be an increase in the number of LEP patients will seek medical care. In Hattiesburg, Mississippi alone there are over 7,000 people listed as Hispanic/Latino (2010 Census, U.S.gov). This research examines the experiences of LEP patients in the Hattiesburg area and focuses on three main areas: (1) if a language barrier exists for these patients when they seek care (2) if the quality of care of these patients is affected by the inability of the patient and provider to orally communicate (3) if the …

Language Attitudes And The Learning Environment: The Effects Of Regional Dialect On Perceptions Of Teacher Credibility, Marissa C. Mcgillis

Honors Theses

The purpose of this study was to investigate how differences in regional dialect affect students’ perceptions of teacher credibility. In a broader sense, the research aimed to improve teacher-student interactions by identifying communication barriers created through cultural differences. 109 students at the University of Southern Mississippi who identified as natives to the American South participated in the study. 52 of the participants listened to a lecture given by a Standard American English speaker, and the other 57 participants listened to the same lecture delivered in American Southern English. Both groups completed a survey with twelve seven-point semantic differential scales, measuring …

Somos España: Building A New Spanish Identity, Lakelyn Taylor

Honors Theses

Establishing an identity is inherent to all individuals and communities. Sometimes creating an identity must be taken a step further by reconstructing a pre-existing identity in exchange for a more favorable one. Spain is currently undergoing a process to reconstruct part of their identity from being a nation with a lazy culture to one that is more progressive. Some Spanish rhetoricians perceive the best way to change Spain’s identity is to eliminate the tradition of siesta time. This study examines the rhetoric that agents utilize in order to create an audience that will help to rhetorically construct Spain’s new identity. …

The Representation Of The Individualism-Collectivism Cultural Value Dimension In Film Portrayals Of Intercultural Communication, Courtney J. Mcmullan

Honors Theses

Globalization and modernization have changed the world in which we live, bringing intercultural communication to the forefront in our daily lives. Cultural values vary around the world, and these values impact the way people communicate with one another. This study focused on the cultural value of individualism-collectivism and how it impacts intercultural, interpersonal communication and the way it is presented in film. The aim of this study was to conduct quantitative analyses of data gathered from intercultural films to identify the way in which nations' individualism-collectivism tendencies are displayed in film in comparison to a cultural value dimension scale and …

A Content Analysis Of The 1964 Mississippi Freedom Summer Viewed As Public Relations Efforts Using The Social Change Model Of Leadership, Hannah J. Hill

Honors Theses

This research used content analysis to examine how significant events within the 1964 Mississippi Freedom Summer that were well documented in journals, news articles and other mediums can be viewed as public relations strategies and tactics using the Social Change Model of Leadership (SCM). This research answers how these events can be explained through the SCM as individual, group, and community values. The SCM has not been associated with public relations strategies and tactics before this research was conducted, however social change is commonly seen in public relations efforts as both SCM and public relations seek to influence publics to …

A Comparison Of The Rhetorical Modes Of Persuasion Used By Churches In The Proselytization Of Peoples Of Lower Economic Status In South Mississippi, Blake W. Houston

Honors Theses

This study provides insight into the persuasion techniques used by churches in the Southern Baptist Convention, as well as the reactions of people of lower economic status to the persuasion techniques. Furthermore, this study provides a unique look at rhetorical persuasion strategies used by a religious organization. Results of this study indicate that church members relied on its own credibility, logical and emotional appeals to need, and appeals to humor to influence, it turned out, a person of lower economic status’ acceptance of persuasion via a peripheral route and being positively affected by the church’s credibility. The findings also suggest …

Structure’S Impact On Homiletic Rhetoric: A Case Study Of Melissa Scott’S Preaching, Erik S. Nelson

Honors Theses

Though the connection between the study of rhetorical processes and the practice of expository preaching is obvious, academic cooperation between the two fields is lacking. This case study presents an example of the harmony achievable between the disciplines through the production of constructive criticism, a process known to communication scholars as rhetorical analysis, for a sample of sermons given by Pastor Melissa Scott in recent years. Scott, whose preaching style is uniquely centered on translation-based exposition, represents the modern pastor whose skill and technique might be improved upon with the implementation of recent and emerging communication theory. Specifically, this study …

A Rhetorical Criticism Of Anti-Era Cartoons, Josie A. Burks

Honors Theses

Over the course of American history many battles have been fought to ensure that equality was extended to the citizens of the United States. With momentum from the passage of the Nineteenth Amendment, a bill was introduced to Congress in 1923 that sought to ensure equality for the women of the nation, the Equal Rights Amendment (ERA). Though this bill was later reworded and reintroduced in every subsequent session of Congress, it would not be until 1972 that the bill would become a household name. This thesis analyzes the rhetorical elements that are at play within a selection of anti-Equal …

Lgbt Parents On American Television, Heather Kahn

Honors Theses

Television is an ever changing medium used in mass communication, and people often rely on this medium for knowledge about different subjects. This study demonstrates how television depictions of marginalized groups can change over time. Focusing specifically on a subset of the LGBT community – parents – this study documents the evolution of LGBT parents on American television. A total of 14 television shows were selected for a qualitative analysis. The parents depicted in these shows were analyzed according to gender, race, class and sexuality. The results were then summarized and put into historical context. This study contributes to the …

“No On 26” And @Ms4healthyfams: A Study Of Excellence Theory Public Relations In The Magnolia State, Karelia L. Schmitz

Honors Theses

The purpose of this study is to better understand how public relations campaigns that are designed to influence public policy can incorporate principles from James E. Grunig’s Excellence Theory to improve campaign effectiveness and relevance. In this case study of the Mississippians for Healthy Families campaign in opposition to Mississippi Proposition 26, social media distributed was viewed to analyze its content messages and practices. The study’s research question was designed to understand communication methods used by Mississippians for Healthy Families through the “No on 26” campaign, and the question was examined through a content analysis of materials collected from MS4HealthyFamilies …

The Effects Of Juror Disclosiveness, Empathy, And Interpersonal Communication Competence On Jury Selection, Owen P. Terry

Honors Theses

The trial jury is one of the most basic elements of our court system and is vital for ensuring a fair trial for all parties involved in a case. This research was concerned with the final stage of the jury selection process in which attorneys are able to select, through various challenges, the jurors who are most well suited for service. Particularly, the goal of this research was to determine whether certain juror communicator characteristics, namely interpersonal communication competence and its derivatives, had effects upon jury selection. A sample of potential jurors completed questionnaires related to these characteristics, and the …

Precious Lord, Take My Brand: Consumer Analysis Of Branding Effectiveness Of First Hattiesburg, Kelsey D. Walsh

Honors Theses

This study provides insight into consumer perception of First Hattiesburg’s image strategy, physical space/environment, and personnel/human factors and how they have enticed the community to attend and even become partners at First Hattiesburg. Furthermore, this study provides a unique look at integrated marketing communication (IMC) in a religious organization. Results of this study indicate that First Hattiesburg’s branding style, particularly the consistency of its IMC, contributes significantly to members/attendees’ positive view of the church. Because First Hattiesburg’s branding is so different from most southern Baptist churches and the church is currently experiencing a season of growth, it can be inferred …

Damage Control: How Scrutinized Professional Athletes Use Twitter To Combat Negative Press, Jeffrey K. Haeger

Honors Theses

In recent years many elite professional athletes have been criticized in the media for questionable on and off the field behavior. How these athletes use social media to reframe or repair their public images was the focus of this research. Research on social media has grown in recent years, but still remains relatively shallow, making the strong correlation between social media and sport the ideal breeding ground for this exploratory research. This study confined social media use to the way in which two purposefully selected professional athletes - Tiger Woods and Lance Armstrong - use Twitter to self-present and directly …

Disconnected: College Freshmen Experience Communication Without Technology, Lacey Myers

Honors Theses

We are in a technological revolution, where “Generation Next” is surviving and thriving in a digital world. New and improved methods of communication through technology have altered the way we live and communicate. Today’s young adults, who have grown up with personal computers, cell phones and the internet, are living in a whirlwind of innovation and advancement “and are now taking their place in a world where the only constant is rapid change” (Pew Research Center, 2007). They cannot remember or imagine a world without such advanced technology. Modes of digital communication such as the cell phone, internet, and social …