Social and Behavioral Sciences Commons^™

Fake News And Editing: Marketing Techniques Used To Spin Controversies In Video Mediums, Alexandra Brand

Honors College Theses

This thesis explores the topic of fake news in today's digital landscape by analyzing how young adults (18-2) form and change prior opinions based on the media they consume. I measured this by showing respondents one of two bias montages in response to Google's Project Owl initiative. Project Owl is Google's controversial attempt to regulate false or abusive news by launching new feedback forms in addition to altering their algorithm in a way the company has not yet disclosed to the public (Sullivan). Each self-edited montage is two minutes in length and together they cover two radically different responses to …

Instagram Influencer Engagement And The World Of Social Media, Miranda Zangara

Senior Honors Projects

Social media has become a driving force in today’s world by connecting people all over the globe in an instant. Instagram is one of the leading platforms in social media with almost one billion users to date. Instagram has evolved exponentially post creation and has become a tool that many individuals utilize when marketing a product, a brand, an organization, or themselves. It is imperative to understand how to use this platform, what variables affect your success, and what strategies can be implimented to reach your goals in creating a presence in the world of social media.

This project uses …

Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg

Honors Projects in Marketing

The research I have conducted explores connections between images shown in advertisements and the perpetuation of rape culture and gendered stereotypes in society. It was guided by the Cultivation Theory which looks at how media, such as advertisements, can shape our reality. After an extensive literature review, data was gathered via an experimental design utilizing surveys. Within these surveys, respondents were randomly shown an advertisement I created containing the variables to be tested (i.e. images with objectification and victimization). After viewing the ad, they answered questions regarding their attitude toward the brand/product depicted, purchase intentions, a rape myth acceptance scale …

Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage, and privacy. Little is known about the role marketing will play in …

To Thrive In Today’S Marketing Landscape, Embrace Schizophrenia!, Rishad Tobaccowala, Valerie Jones

College of Journalism and Mass Communications: Faculty Publications

We are entering the third connected age, powered by deep connectionsamong data, interconnected and Internet-connected objects, and engag-ing, immersive communication. Communication and media are undergoingradical transformations–influenced by artificial intelligence, the Internet ofThings, virtual and augmented reality, and voice-powered devices–and asa result, the advertising landscape is transforming as well. Brands connectdirectly with consumers, built on rich, data-driven relationships. As theway brands are built changes, so must the skill sets and approachesneeded for building and advertising brands. We outline a new model forsuccess and discuss future challenges and opportunities for academics, stu-dents, and professionals, to thrive.

Morals In The United States Of America: Are They In Their Death Throes?, John A. Cook

Communication Faculty Publications and Presentations

This article explores the ethics of large complex systems in the United States of America in three major case studies: the food industry, the pharmaceutical industry and the political/governmental institutions. Using the simple Aristotelian heuristic of good sense, good character and good will, the conclusion is that ethics is not a high priority due in large part to the relentless pursuit of large sums of money at any cost.