Communication Commons^™

The Campus Evp: A Multi-Case Content Analysis Of Employer Branding Communication In U.S. Higher Education, Latoya A. Clarke

Student Theses and Dissertations

This thesis examines how universities across the major geographical regions in the United States communicate their employer brand through the Careers section on their websites and digital recruitment materials. Using a multiple-case qualitative content analysis, the study applies the four-dimensional brand SMRT storytelling framework of story, meaning, ritual, and transmedia to evaluate how institutions signal aspects of their employer value proposition across various content formats. Findings show that meaning and ritual were consistently applied through content formats via mission statements, departmental narratives, and employee photography. However, story and transmedia appeared inconsistently, as fewer content formats featured long-form …

Human Moderators Behind The Ai: Unseen Costs And Hidden Consequences, Jacy Stricker

Student Scholar Symposium

This presentation is about AI-driven content moderation and the ethical and legal concerns surrounding the human moderators who oversee it. While AI helps filter content on platforms like TikTok and Instagram, it often fails to catch nuanced violations, exposing human moderators to harmful material with serious mental health consequences.

The ‘For Youth’ Page: Analyzing Tiktok Content Feeds For College-Aged Users, Hadiyah Mohamed

Honors College Theses

This study analyzes the content college-aged users encounter on TikTok’s “For You” page to understand the ways platform design and user-generated content shape prolonged engagement. Existing research frames doomscrolling largely as a compulsive behavior driven by algorithmic design, often overlooking the role of content itself and why it resonates with young adults. Through qualitative content analysis, 150 videos were collected across three TikTok accounts: scrolling from a personal account, a neutral new account, and a new account under the #CollegeTok tag. Videos were rigorously coded in a spreadsheet for narrative descriptions, topics, captions, hashtags, and tone to capture the themes …

The Trust Equation: Users, Companies, And Safety In The Online Dating World, Hayley Solomon

Student Theses and Dissertations

Digital dating platforms have become essential to modern-day relationship formation, yet concerns about user safety, harassment, deception, and accountability have intensified distrust, particularly among women. This study explores (1) how women’s personal experiences of danger shape their perceptions of dating apps’ trustworthiness, (2) how women explain the nature of trust and distrust in these digital environments, and (3) how communication professionals can design messages that promote safety and strengthen trust on dating platforms. Using a qualitative study design, four focus groups with three participants each were conducted with heterosexual cis-gender women aged 18–50 who had used Hinge, Tinder, or Bumble …

Examining Diversity Messaging Practices Of Division I Athletic College Sports Communicators, David Cassilo

Journal of Issues in Intercollegiate Athletics

In recent years, college athletic communication departments have been tasked with more messaging related to race and diversity. This research used semi-structured interviews to understand the message creation practices of Division I athletic communication departments when generating diversity and social justice messaging. The research was examined within the context of the theory of racialized organizations. Interviews were conducted with 11 athletic communication staff members at Division I universities. Five themes were constructed related to diversity and social justice messaging of athletic communication departments at Division I universities. These are (a) a White world, (b) need to represent collegiate athletes, (c) …

The Impact Of Social Media On Social Inclusion: A Case Study On Gun Violence, Ruolin Xu

Honors Scholar Theses

As TikTok increasingly becomes a primary platform for everyday communication and even an important venue for political communication, concerns have emerged about the potential negative effects of its algorithmic design. Prior research suggests the effect of echo chamber that social media may reinforce users' pre-existing attitudes by repeatedly exposing them to belief-consistent contents and limiting opportunities to encounter diverse viewpoints. Such selective exposure can undermine social inclusion by reducing individuals' openness toward people who hold different backgrounds or political beliefs. Meanwhile, gun control, as one of the most polarizing sociopolitical issues in the US, provides a particularly relevant context for …

Fake News Y Redes Sociales: Cómo El Algoritmo En Torno A La Migración Afecta La Salud Mental, Maria F. Alarcon

Capstones

Las redes sociales son la principal fuente de información para migrantes latinos en Estados Unidos, pero también son un terreno fértil para fake-news que afectan la salud mental y desinforman.

Trust, Influence, And The Two-Step Flow Of Communication: How Msu Jmc Freshmen Navigate Information Networks In The Digital Age, Caroline Blakeman

Honors College Theses

This study examines how Murray State University students in the Journalism and Mass Communications department engage with information and interpersonal trust through the lens of the Two-Step Flow of Communication. Using a quantitative survey, participants reported how they receive and evaluate information across six domains: politics, healthcare, education, international conflict, religion, and campus news. The survey also explored participants’ own perceptions as “opinion leaders” within their social networks. Findings reveal that coworkers, family members, and religious associates were consistently rated as high-trust sources of information. In particular, trust in religious associates showed a notable pattern: participants who expressed higher levels …

Disclosures, Disclaimers, And Disinformation Advertising, Areeb Asif

Northwestern Journal of Law & Social Policy

Every regular internet user in the United States has been exposed to fake news at some point. Most of them, if not all, would agree that this problem needs a solution. Nevertheless, even as fake news has taken on unforeseen prominence in recent years, very little concrete action has been taken to curb its impact on American society. Some scholars have chalked this up to the Supreme Court’s expansive conception of the First Amendment, which makes it incredibly challenging to regulate political speech. Others posit that the problem is Section 230, which allows platforms to profit from fake news without …

How Gen Z Makes Sense Of Csr Communication: The Role Of Perceived Altruism And Cultural Ideology In Responses To Internal And External Csr, Yezi Hu, Yanni Ma, Di Mu

Communication Faculty Publications and Presentations

This study aims to examine how Generation Z consumers respond to internal and external corporate social responsibility (CSR) posts on social media. By exploring the mediating role of perceived altruism and the moderating role of cultural ideology, this research seeks to provide a nuanced understanding of how ideological orientations shape CSR communication effectiveness.

This study conducted an online experiment (N = 509) to examine how Gen Z, an emerging powerhouse of consumers, responds to corporate social responsibility (CSR) communication. Participants were randomly assigned to view a social media post highlighting either internal CSR, external CSR, or a neutral control message. …

Talinghaga At/Ng Pakikibaka: Pagsusuri Sa Mga Pahayag Ng All Up Academic Employees Union - Los Baños, 2019-2020, Cris Lanzaderas, Jennifer Cruz Delfin, Rowell Madula

Dalumat: Multikultural at Multidisiplinaryong E-Journal sa Araling Filipino

Mahalaga sa anomang organisasyong panlipunan ang mabisang pakikipag-ugnayan sa mga pinagsisilbihan nito. Sa kaso ng mga unyon, tungkulin nito ang regular na pakikipagkomunikasyon sa mga miyembro at hindi miyembro nito hinggil sa iba’t ibang usaping may kaugnayan sa sariling kagalingan at kagalingan ng mga kapwa manggagawa. Isa na sa mga paraang ito ang paglalabas ng mga pahayag o statement. Nagagamit din ang pahayag bilang isang kasangkapan sa paglalatag ng tindig at paniniwala ng mga kasapi nito sa isang partikular na isyu. Para sa papel na ito, sinuri ng mga mananaliksik ang dalawampu’t anim (26) na pahayag o statement ng All …

Social Media Participation And Scholarly Success In Law, Julian Nyarko, David E. Pozen

Faculty Scholarship

Using a novel dataset on Twitter activity as well as a novel corpus of law journal publications, this paper examines the impact of social media activity on the scholarly success of U.S. law professors. We find that joining Twitter increases citation counts by an average of 22% per year and improves article placements by up to 10 ranks for law professors, relative to a synthetic control group. These positive returns apply across nearly all classes of scholars and are magnified for those who post frequently about their own work. The identified citation boost would be even larger than 22% if …

African American Women And Blogs: The Allure Of Culture-Specific Beauty Blogs, Kalari Flotree

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

The purpose of this qualitative, multi-case study was to explore the identity-related dress and appearance management implications of culture-specific beauty blog readership. The study was informed by three research questions: (a) Why and how do African American women seek out culture-specific beauty blogs? (b) What roles do African American women assume while engaging with culture-specific beauty blog communities? (c). How do African American women use culture-specific beauty blog content to inform identity-related processes of appearance management and dress?

The sample of this multiple-case study included nine participants, each representing a distinct case. Data were collected through individual, semi-structured, in-depth interviews, …

Brands & Virtual Personas: How Virtual Influencer Types Impact Brand Awareness, Carol Calderon Ambelis

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

As social media continues to shape how consumers interact with brands, virtual influencers (VIs) have emerged as a new type of digital celebrity. While previous research has explored how VIs contribute to brand image and awareness, there has been limited attention on how different types of VIs, both anime-like and human-like, affect consumer perceptions across different markets. This study examines how these two types of VIs impact relatability, aspiration, and brand awareness, with a focus on the differences between luxury and mass market. Using a within-subjects experimental design, this study recruited 574 participants with social media experience using MTurk. The …

Does Social Media Undermine Trust? Institutional Trust In Civil Society And Governance Institutions, Christianna Sirindah Parr

Research Collection School of Social Sciences

What is the relationship between social media use and trust in civil society and governance institutions? In many parts of Asia, trust in government remains high despite limited political accountability and civil liberties. This study examines whether online political expression reshapes institutional trust in governance institutions and civil society organizations. The analysis considers the dual role of social media as a site for civic engagement and a channel for disaffection with formal authority. Using data from the Asian Barometer, the findings show that political expression on social media is associated with lower trust in governance institutions and higher trust in …

Infectious Disease Crisis Communication After The Covid-19 Pandemic, Macy Lloyd

Capstone Experience: Master of Public Health

Since the COVID-19 pandemic, the United States has experienced a proliferation of mis- and disinformation, an increasing politicization of health and science, and growing distrust in government, science, and institutions. While these trends present challenges for normal public health communications, during a public health emergency, such as an infectious disease outbreak, these challenges are even more acute. To address challenges at the local level, health departments need plans, products, and tools that adapt health crisis communications to the current media environment and meet community members where they are across the trust continuum. To develop an infectious disease incident communication plan, …

Investigating The Impacts Of Facial Gestures On Global Participants’ Perception Of The Speaker, Perception Of The Message, Emotional Responses, And Engagement During Video Conferencing, Hanan Mohammed Alghamdi

Theses and Dissertations

Facial expressions play a crucial role in shaping communication and emotional understanding during virtual interactions. This study investigated how facial expressions influence participants’ perceptions of the speaker, perceptions of the message, emotional responses, and engagement during video conferencing across diverse cultural contexts. A hybrid experimental design was implemented using self-administered questionnaires to collect quantitative data and examine cause-and-effect relationships. Participants were randomly assigned to one of three facial-expression conditions Positive (smiling and joyful), Negative (angry or nervous), or Neutral (expressionless) and viewed speakers representing three ethnic backgrounds: White American, Black American, and Middle Eastern. Using a seven-point semantic differential scale, …

Narratives Of Immigration Communicated By Latin American Immigration Influences Via Tiktok, Stephanie Anne Moore

Communication

The use of social media platforms like TikTok, YouTube, and Facebook has expanded beyond their original roles as spaces for connecting with friends and accessing entertainment to play a more significant role in people's everyday lives, serving as vital sources of information and influencing public opinion. As such, this research investigated the phenomenon of Latin American Immigration Influencers (LAIIs) on TikTok to better understand how they discuss their lives as immigrants in the United States (U.S.). Guided by the research questions (1) What are the narratives communicated by LAIIs on TikTok related to immigration to the U.S., and (2) How …

Reading The Romance Reader: Booktok, Algorithmic Subjugation, And The Fight For Cultural Legitimacy, Emily Maranto Hill

Communication & Theatre Arts Theses

This thesis examines the transformation of romance reader identity through the lens of BookTok, investigating how digital platforms grant cultural legitimacy while simultaneously subjugating community practices to algorithmic control. Romance readers historically developed emotional labor practices, counter-public formation strategies, and fan-driven meaning-making to resist decades of cultural marginalization. Through analysis of TikTok's platform attributes, user behaviors, and the viral Tillie Cole controversy, this study traces how BookTok converts these resistant practices into behavioral data optimized for engagement rather than authentic discourse. The research employs theoretical frameworks including Janice Radway's ethnographic analysis, Shoshana Zuboff's surveillance capitalism, Nick Srnicek's platform capitalism, and …

Social Media's Impact On Female Generation Alpha's Beauty Standards And Consumer Habits, Matisen O'Brien

Theses

This study examines how social media shapes beauty standards and consumer behaviors among female Generation Alpha (ages 7–13). As the first generation fully immersed in digital culture, these young girls face early exposure to influencer marketing, algorithmic promotion, and adult beauty practices, which influence their skincare routines and product preferences. The research highlights the decline of child-centered physical spaces, intensifying their engagement with digital platforms. Using a mixed-methods approach focused on a subgroup of female gymnasts, the study combines quantitative surveys and qualitative analysis to reveal how social media affects identity formation, consumer choices, and related mental health concerns. Results …

News Distribution Strategies For Social Media Engagement: A Case Study Of Liputan6 Sctv, Lale Sekar Idaman Pertiwi, Muhammad Jamiluddin Nur, Yy Wima Riyayanatasya

JURNAL KOMUNIKASI INDONESIA

The rapid advancement of digital technology has accelerated media convergence, positioning Instagram and YouTube as strategic platforms for visual and audiovisual news distribution in line with modern audience consumption patterns. This study examines Liputan 6 SCTV’s Instagram and YouTube distribution strategies and their impact on audience engagement, content reach, and news visibility in the digital media landscape. Employing a qualitative descriptive approach, data were collected through interviews, observations, and documents. The findings indicate that Liputan 6SCTV’s content distribution strategies embody a multidimensional form of media convergence that integrates technological, editorial, and cultural aspects. Nine key strategies were …

Ddx219.1 Social Media Analysis And Marketing Strategy Example 5, Sae University College

Exemplars

This project involved creating a suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined on Project 1.

Ddx219.1 Social Media Analysis And Marketing Strategy Example 3, Sae University College

Exemplars

This project was created to explore how different social media platforms facilitate distinct forms of audience interaction. The student applied this understanding to develop a targeted social media marketing strategy for a chosen creative project. It is exemplary work due to its clear analysis of platform-specific engagement techniques, thoughtful strategy development, and strong alignment between content, platform, and audience. The work demonstrates both critical thinking and practical application of social media marketing principles.

Ddx219.1 Social Media Analysis And Marketing Strategy Example 4, Sae University College

Exemplars

This project was created to explore how different social media platforms facilitate distinct forms of audience interaction. The student applied this understanding to develop a targeted social media marketing strategy for a chosen creative project. It is exemplary work due to its clear analysis of platform-specific engagement techniques, thoughtful strategy development, and strong alignment between content, platform, and audience. The work demonstrates both critical thinking and practical application of social media marketing principles.

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

Social Media Sponsorship: Metrics And Strategies For Finding The Right Content Creator-Sponsor Matches, Shahryar Doosti, Stephanie Lee, Young Tan

Business Faculty Articles and Research

Social media video sponsorship, where sponsors partner with content creators to promote their brands, has become increasingly popular. Leveraging rich data on sponsored and nonsponsored videos on Facebook, we introduce two metrics, Content Similarity and Audience Closeness, to help sponsors find effective creator-sponsor matches. Content Similarity captures the thematic alignment between a creator’s content and a sponsor’s brand, whereas Audience Closeness measures how closely aligned a creator’s and sponsor’s audiences are within a social media network. We find that both metrics significantly increase video viewership, but their effects vary over time. Audience Closeness generates more immediate, short-term engagement, whereas …

What We Watch On Social Media Makes An Impact, Gracie G. Johnson

Journal of Undergraduate Research at Minnesota State University, Mankato

Prior research has demonstrated that certain social media content consumed can create unrealistic expectations of themselves; however, some hypothesize that social media provides empowering and supportive spaces. Unfortunately, many studies rely on cross-sectional data, limiting the ability to infer causality. This study looked at one of the most-used social media platforms by teens in the United States, TikTok. For this study, it was predicted that viewing “body check” videos would negatively affect body image. If significant, we could try and restrict those videos from being posted. The findings supported the hypothesis, but not significantly. However, there were quite a few …

Media Framing Of Sexual And Gender-Based Violence And Femicide: An Analysis Of News Stories In Select Kenyan, Ugandan And Tanzanian Media, Nancy Achieng' Booker, Hesbon Hansen Owilla, George Nyabuga, Olivia Sayani, Liz Awino, Rose Kimani

Graduate School of Media and Communications

This study explored how femicide and sexual and gender-based violence (SGBV) are framed in the media across Kenya, Tanzania, and Uganda between January 2024 and April 2025. Using a mixed-methods approach, the research combined quantitative content analysis with qualitative interviews to uncover both coverage patterns and the contextual factors shaping them. The codebook for content analysis was developed from existing literature and grounded in media framing theory, drawing on the works of Goffman, Entman, Iyengar, Tuchman, and Van Zoonen. The analysis focused on frame types (episodic and thematic), framing attributes, main actors, and story treatment, while interviews with journalists, editors, …

Analisis Perbandingan Sentimen Pengguna Ipusnas Dan Jaklitera Dengan Algoritma Sentiwordnet, Putri Fajar Ayu Hendrayani, Rahmi Rahmi

Jurnal Ilmu Informasi, Perpustakaan, dan Kearsipan

iPusnas and JakLITera are two national digital library applications developed to enhance public access to literacy in Indonesia. This study compares user perceptions of both applications through sentiment analysis using the SentiWordNet (Sentiment WordNet) algorithm, implemented in Orange data mining software. The dataset comprises user comments from the Google Play Store, collected between 2023 and 2025. A qualitative, lexicon-based method was applied to classify sentiments into positive, neutral, and negative categories. Results show that iPusnas is dominated by negative sentiment (47%), mainly due to technical issues such as bugs, login failures, and slow performance. In contrast, JakLITera received 55% positive …

Adapting News Production To Social Media Logics As A Revenue Strategy: The Case Of Beritabali.Com, Irsanti Widuri Asih, Aryo Subarkah Eddyono

JURNAL KOMUNIKASI INDONESIA

Over the past decade, news consumption has increasingly shifted from websites to social media, leading to a significant decline in advertising revenues for online news outlets. This shift presents a serious challenge for small-scale local media in Indonesia, which typically operate with limited financial and human resources. This study explores how Beritabali.com, a local news outlet, responds to these challenges by addressing three central questions: why it produces content for social media, how it adapts to the social media ecosystem, and what implications arise from this transformation. Drawing on the theory of deep mediatization and employing a qualitative methodology …