The Media Is A Funhouse Mirror: Comparing Economic Interaction Issues In The U.S. And Chinese Media, Yiye Zhang

Master's Theses

ABSTRACT

This project studied the differences between mainstream news reporting in the U.S. and China. I employed content analysis to analyze the major features of 427 news reports about the economic interaction between the two countries. The research focused on the key media frames in the two sets of news media, the factors that shaped these media frames, and the real meanings behind those reports. The study found both similarities and differences. The two sets of media showed significant differences in their reporting of news and events about economic issues in terms of the selection of topics, and the discourse …

Iran In U.S. Corporate And Regional Media: A Content Analysis Of The New York Times, The Washington Post, Rooz Online, Al Jazeera And Iran Review, Justin Hyde

Master's Theses

There has been an increase in tension between the United States government and the Islamic Republic of Iran over the past decade. A number of events including the US- led invasions of Iraq and Afghanistan and the expansion of Iran’s nuclear program have strained this fragile relationship. The U.S. and its allies contend that Iran’s nuclear program is intended for arms proliferation while the Islamic Republic of Iran states it is for domestic power and research. Much of this conflict has played out in news media, which have a vital role to provide information, analysis and opportunities for dialogue as …

Getting On The Bus: Marketing San Luis Obispo's Regional Transit Authority, Jenna Higgins

Master's Theses

A new trend is emerging, seeking to recognize the benefits of and encourage the use of public transportation. In the past, public transit agencies have not directed much energy or focus at marketing, seeking to use limited funds elsewhere. “The common perception is that money spent on marketing would be better spent on transit systems themselves…over time, a sustained investment in marketing increases the number of people who use transit. Increased ridership leads to increased revenue, and ideally, an increase in service to match the new demand” (Arpi, 2009).

Even as marketing gains importance in the public transit world, questions …

Do You See Yourself In The Future Or Past? The Moderating Role Of Cultural Orientation In Explaining Temporal Orientation Of Self-Referencing, Seungae Lee

Master's Theses

A cognitive process where audiences relate incoming information to themselves is self-referencing. Advertising practitioners often assume that the self-referencing strategy is one of the most persuasive advertising strategies. Since the self is one of the most well-developed and frequently used constructs in memory, self-referencing advertisements were expected to be more memorable and persuasive (Meyers-Levy & Peracchio, 1996). Further, this self-referencing strategy can result in different consequences of advertisements evaluation depending on which dimension of the self is activated, because the self is a multi-dimensional construct. The current study investigated different types of self-referencing based on temporal orientation of the self. …

Friend-Zone With Benefits: The Parasocial Advertising Of Kim Kardashian, Jennifer Anette Lueck

Master's Theses

This research focuses on the social media-driven convention of advertising, and seeks to analyze the type of communication that occurs between celebrity endorsers and audiences within social media. Kim Kardashian is used as the most current and successful celebrity endorser. A content analysis, including posts and responses from April and May 2011, is used to analyze the type of advertising messages and celebrity/audience interaction. The goal of the study is to establish whether Parasocial Interaction could improve the effectiveness of advertising. Due to findings that yielded a high amount of endorsements embedded into personal stories, as well as female approval …

Nontraditional And Traditional Student Motives To Use Their University Communication Center, Hannah Pritchard Rachal

Master's Theses

Research indicates that nontradifional students differ from traditional ones in many areas of higher education. Recognizing these differences in this growing population of students could impact retention rates for universities. Also, these differences could influence how communication centers deal with nontraditional students in recruiting them for appointments as well as during tutoring sessions. This study explores possible differences in motivations to use communication centers using both traditional and nontraditional students who had used their university's communication center. Students took a survey based on Ajzen's theory of planned behavior to discover if any differences exist and what the differences are. Findings …