Communication Commons^™

Social Media Impacts On Arkansas Consumer Perceptions Of Gmos, Elizabeth R. Berner

Graduate Theses and Dissertations

This study builds upon previous consumer perceptions of GMOs studies. A need existed to determine what, if any, effects social media messages about GMOs had on consumer perceptions in Arkansas. The study utilized a qualitative approach with three focus groups. Data were analyzed using descriptive code. Participants were found to have a general understanding of GMOs, though discussion about what a GMO product was took an uncertain tone. Most participants did not consider GMOs as a factor when purchasing products. Rather participants considered characteristics such as price, quality, and convenience. Participants did not believe the infographics had changed their opinions …

Social Media And Mental Health: The Public Health Impact And Future Policy Directives, Renae A. Merrill

Graduate Theses and Dissertations

The relationship between social media use among young people and the increasing concerns of mental health problems in the U.S. and globally is on systemic agendas. Furthermore, research on social media use and mental health indicate reasons to suspect a causal relationship, but more work needs to be done. Therefore, this three-article dissertation seeks to explore (1) associations between social media use, personality, and depression; (2) associations between social media emotional support, anxiety, and personality; and (3) the relationship between social media use and mental health using Deborah Stone’s causal stories framework. Findings from this study provide an improved understanding …

The Connection Between Gen Z And Online Fast Fashion Media; Aiming To Create A Sustainable Future In Fashion., Rachel Peters

School of Art Undergraduate Honors Theses

It is impossible to think about culture in the past two decades without referencing social media. My generation, commonly known as Gen Z (born between 1997-2010), has been on the forefront of social media development. One of the first generations to grow up with some form of unfiltered online social experience, Gen Z has been hard wired to consume media. While using social media alongside my peers, I have observed a problem that has resulted from this: mass consumption. A mass consumption of food, beauty products, home decor, and clothing in particular. On social media we see hundreds of videos …

Help Or Hindrance: How Social Media Affects The Selection And Hiring Processes Of Businesses, Alexandra Krska

Management Undergraduate Honors Theses

Continually, young people have been advised to be conscientious of the imagery they put on social media regarding their personal lives in preparation for employment selection. However, the use of social media in the selection process may cause Human Resource professionals to have inadvertent biases toward candidates among other moral and ethical issues. Through extensive research of the thoughts and actions of a plethora of different corporate professionals, I will analyze whether using social media as a tool in the selection process authentically produces positive unbiased results, or whether social media poses more ethical issues. With the hopes to create …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

Psychological Scene Gist And The Perception Of Sustainable Business Models Via Digital Media Audit, Shelby Hansen

Marketing Undergraduate Honors Theses

The technology space is giving rise to new business models that impact how we interact with companies, the causes we are interested in, and even our perception of how we process information. Within those contexts, I will be using the psychological concept of scene gist to explore the sustainable business model of clean beauty and investigate the technological ways that these companies interact with Gen Z consumers via social media. Gen Z consumers want to interact with companies who are socially responsible and who contribute to causes they believe in. The clean beauty trend is spearheading efforts to eliminate harmful …

Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee

Management Undergraduate Honors Theses

The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …

Climate Change Frames And Emotional Responses On Reddit, Isabel Iruani Villanueva

Graduate Theses and Dissertations

Climate change remains a highly polarized topic in the United States. Research suggests that the divide in climate change beliefs is partly a result of news media’s representation of select aspects of the problem, or framing. Frames influence individuals’ attitudes, emotions, and behaviors towards climate change. Overwhelming representation of certain climate change frames has led to a lack of emotional connection to the issue, resulting in inaction or dismissal. Climate change researchers have investigated the presence and effects of frames on both news media and select social media sites, particularly Twitter. However, little research has investigated the climate change conversation …

The Impact Of Media Algorithms On The Habermassian Public Sphere And Discourse, Kendal Heavner

Graduate Theses and Dissertations

Media algorithms are increasing in use among popular social networking sites (Geiger, 2009).Algorithms are used to sort a users’ social media feed based on relevance and interest rather than content publish time (Geiger, 2009). Widely accepted and recognized as influential in the media sector, algorithms create a highly personalized experience for the individual viewer. However, some scholars argue the specified curation of media based on a user’s personal preferences leads to a “filter bubble,” an online-based self-fulfilling prophecy in which users’ pre-existing opinions are continually reaffirmed. Because of this, this thesis will examine the intersection of algorithms and media theory. …

Rewriting Web 2.0 Discourses Of The Local For Socio-Spatial Literacy Theory, Erin Daugherty

Graduate Theses and Dissertations

This dissertation seeks to provide a framework for engaging with two spatial concepts that have been foundational to theorizing literacy across time but have often been taken for granted as passive backdrops to the social action of literacy practice: the notions of “the local” and “the global.” By interrogating the histories, both past and ongoing, of these two spatial concepts as they are interwoven into the sociocultural paradigm of literacy theory, research, and pedagogy, this project identifies new ways that literacy researchers and educators can attend to spatial concepts so as to promote and encourage literacy research and learning that …

Collaborative Speculation And Overvaluation: Evidence From Social Media, Adam Barrett Booker

Graduate Theses and Dissertations

I use data from StockTwits and Twitter to provide evidence that investor attention on social media in the period before earnings is related to short-term overvaluation, consistent with bullish investors herding around common information. In the 2 to 60 days after earnings, returns for companies in the highest quintile of pre-earnings announcement investor attention are 4.2 percent lower than those of companies in the lowest quintile. I find evidence that the negative post-earnings drift result found in this study is related to investors waiting until after earnings are announced to enact costly arbitrage strategies. I further examine intra- and inter-network …

Black Lives Matter: Understanding Social Media And The Changing Landscape Of Social Trust, Diana Carolina Cascante

Graduate Theses and Dissertations

This study aims to understand how social media is changing the landscape of social capital. Current research indicates a paradox between the growing use of mediated sources that are building social capital and low levels of social trust found in social media. People are skeptical of whether social media is trustworthy because there is no mechanism for fact-checking or verifying the information posted online. Since traces of social capital postulate social trust, it is needed to promote communal change. To understand this paradox, the Black Lives Matter movement is examined as an online platform that brings people together who have …

Essays On Performance Implications Of Social Media For Established And Nascent Firms, Alireza Golmohammadi

Graduate Theses and Dissertations

The possibility of large-scale communication with stakeholders brought about by social media has made these new channels of communication an important arena for spending marketing budgets. Despite the increasing share of social media in firms’ marketing budget, there is significant heterogeneity in firms’ social media communication practices even within the same venue and among firms from the same industry. As such, there is need for more research on how firms can leverage social media to achieve better performance. In order to address this broad question, two essays have been designed and executed.

The first essay utilizes integrated marketing communication as …

The Challenge Of Anonymous And Ephemeral Social Media: Reflective Research Methodologies & Student-User Composing Practices, Sara Elyse West

Graduate Theses and Dissertations

This project seeks to provide a framework for navigating anonymous and ephemeral research spaces to theorize student-user composing practices on these social media platforms. This project reflects on and builds from the difficulties that arose during a previous project for which I collected data from a space that was both ephemeral and anonymous. That experience led me to the questions of use and research methods that I consider in this project, wherein I rely on critical reflective research practices to provide an effective methodology for examining the type of data in question. In this work, I consider how past and …

How College Campuses Are Using Social Media During Severe Weather Events, Emmale Davis

Graduate Theses and Dissertations

This study explores how college campuses are using social media during severe weather events. This topic surfaced after a tornado devastated Moore, Oklahoma in May 2013 and those displaced flocked to the University of Oklahoma campus after a post made on Twitter went viral prior to an official message being sent out by the university. In order to further explore this topic, a qualitative phenomenological case study was conducted at the following sites: University of Alabama, Missouri Southern State University, University of Oklahoma, and Florida State University. This study included observations of social media posts on Facebook and Twitter on …

Animal Welfare Frames: How Social Media Messages Bridge The Gap Between The Protein Industry And Consumers, Olivia Norton

Graduate Theses and Dissertations

The two articles in this thesis used content analysis to analyze and compare animal welfare related website and Twitter content of the top five animal protein producing companies in the United States. In the first article, the animal welfare website content of Cargill, Tyson Foods Inc., Smithfield, JBS® and Sysco were analyzed for persuasive frames, common topics, and key terminology to describe their corporate positions on animal welfare. Sysco’s main page devoted to animal welfare dominated the word count with 1,045 words, while JBS®’s main animal welfare page used only 265 words to communicate the company’s views. The most commonly …

(Social) Media Priming: The Role Of Social Media In Priming Biases And Aggression In Online News Readership, Thomas Stallbaumer Ii

Graduate Theses and Dissertations

This thesis is aimed at better understanding the role of media priming in biases and aggression while using social media platforms to consume news. Priming theory holds that exposure to media can have short-term impacts on people’s subsequent behaviors or judgments. (Roskos-Ewoldsen et al., 2009)

Research in priming theory has shown that there are primes for aggressive behavior, the information and criteria we use in making judgments of the president, and various stereotypes. (Chang and Hitchon, 2004; Dixon and Maddox, 2005; Josephson, 1987; Valentino, 1999; )

This study will discuss the ways in which biases and aggression can be more …

It's All In A Meme: A Content Analysis Of Memes Posted To 2012 Presidential Election Facebook Pages, Bobbie Foster

Graduate Theses and Dissertations

This thesis was an exploratory study to understand how Democrats and Republicans design memes, use traditional media framing, and how memes fit into modern humor theories. The study explores the relationship between the traditional media frames of the ideal candidate, populist campaigner, and the sure loser (Grabe & Bucy, 2009) and the commentary added by Internet users to these images in the memes.

The study also applies the benign-violation theory (McGraw & Warren, 2010) to the analysis of memes to understand the design choices made by meme creators. The benign-violation theory states that a physical or psychological violation is benign …

Social Media In The Church, Derick Ray Mckinney

Graduate Theses and Dissertations

This thesis project examines the effectiveness of social media in the church. Sites like Facebook, Twitter, Instagram, and YouTube have the potential to shape the way the world communicates. Many churches have even begun utilizing social media in their ministry efforts. They publicize, pray, encourage, and promote events, all using social media. This paper argues that Bible believing churches can effectively use social media to communicate to their members by announcing upcoming events, sharing audience specific information, and knowing the best time to post on these sites. This project shows a social media strategy implemented into New Heights Church in …