Communication Commons^™

"But Why Facebook?" Why And How Local Nonprofit Organizations Use Facebook Compared To Other Social Media, Tyisha S. Landers

Theses and Dissertations

Social media marketing has proven to be immensely beneficial in providing a mostly free, accessible way to inform people and carry out campaigns. For nonprofits, social media platforms provide a channel to reach large audiences quickly, efficiently, and engagingly. How social media is used by nonprofit organizations – especially medium to small-scale organizations – plays a huge factor in their social media success. This factor can affect followers’ attitudes, perceptions, knowledge, and behavior toward the brand, which consequently affects the engagement level. To better understand how nonprofits use social media, in this study, the researcher will interview social media managers …

Impact Of Social Media  On Public Perception Of Government Covid-19 Response Efforts, Taher Taher

Theses and Dissertations

This research aims to understand this phenomenon to provide insights into how governments can perform better in times of crisis regarding social media and its impact on public opinion. This research aims to understand how social media impacts public perception of government COVID-19 response efforts by studying Facebook comments, likes, and reactions (emoticons).

The study was based on data gathered from Facebook comments on the daily infographic COVID-19 statistics from the official site of the Ministry of Health and Population. The sampling frame is the 52 weeks of 2020, January to December, through random sampling resulting in 546 comments. The …

Between Rock And A Hard Place: Rock On The Border Between Nations And Cultures, Jose Sanchez

Theses and Dissertations

Laredo, Texas has a vibrant rock music scene that has developed since the late 1960s. However, there was a time during the 1980s and early 1990s that live rock music venues were very few, and local rock bands were relegated to holding private events if they wished to perform. The history of live rock music in Laredo and its resurgence during the 1990s and 2000s was explored through interviews with local musicians, examining the role the Internet, social media, and online music platforms have played in propagating it in recent years. The result is a better understanding of this transnational …

Enacting A Path From Despair To Happiness: A Critical Analysis Of The It Gets Betters Project, Lindsey Marie Harness

Theses and Dissertations

Rhetorical agency is critical for addressing perceived community crises, especially for marginalized populations. Rhetorical agency, as it is used in this dissertation, refers to the capacity to act in a way that is recognizable and intelligible within the context in which it is presented (Campbell, 2005; Rand, 2014). Understanding rhetorical agency in this way recognizes that its enactment involves a complex interplay between the rhetor, his/her audience, and the rhetorical conditions characterizing the discursive context. Using a social media movement, the It Gets Better Project, as a case study, I analyze the LGBT population’s strategic response to address the issue …

Public Perceptions Of Genetically Modified Food On Social Media: A Content Analysis Of Youtube Comments On Videos, Nanlan Zhang

Theses and Dissertations

Controversy about genetically modified (GM) food prevails on social media. Discussion about GM food includes the implementation of mandatory labeling as well as public concerns about potential health hazards posed by GM food. Previous studies mainly focus on traditional press and broadcast media, few investigate such controversial topics on social media. Interested in public opinion about this issue and possible influences of social media on public opinion, this study uses quantitative content analysis to examine the characteristics of user comments on a specific social media platform, YouTube. The purpose of the study is to investigate YouTube comments from several aspects, …

Informational Power On Twitter: A Mixed-Methods Exploration Of User Knowledge And Technological Discourse About Information Flows, Nicholas John Proferes

Theses and Dissertations

Following a number of recent examples where social media users have been confronted by information flows that did not match their understandings of the platforms, there is a pressing need to examine public knowledge of information flows on these systems, to map how this knowledge lines up against the extant flows of these systems, and to explore the factors that contribute to the construction of knowledge about these systems. There is an immediacy to this issue because as social media sites become further entrenched as dominant vehicles for communication, knowledge about these technologies will play an ever increasing role in …

Authentic Relationship Management To Heighten Control Mutuality In Social Media, Diana Catherine Sisson

Theses and Dissertations

Drawing on literature from public relations, marketing, interpersonal communication, and organizational communication, this dissertation focused on the effects of authenticity on relationship management outcomes in nonprofit organizations’ social media efforts. There is significant need for relationship management rooted in authenticity with the rise in inauthentic communication online. This dissertation aims to contribute to relationship management theory by highlighting the role of control mutuality in analyses of authenticity in organization-public relationships in social media for nonprofit organizations like local animal welfare organizations. This dissertation proposes that control mutuality is an ethical outcome of authentic relationship management. This dissertation also proposes that …

(Mascot) Nation: Examining University Engagement On College Football Teams’ Facebook Pages, Matthew J. Haught

Theses and Dissertations

In the sport of college football, engagement with fans drives revenue for the sports teams and the athletic department; the more fans buy, the more money the school gets. This study examines the ways college football teams use Facebook to engage their publics, and how that engagement builds a sense of community. Specifically, it explores six teams that represent new college football teams, midmajor teams, and state flagship institution teams. Ultimately, it seeks to explain how social media can be a force in establishing and maintaining an online community.

Marketing Post-Feminism Through Social Media: Fan Identification And Fashion On Pretty Little Liars, Anna Donatelle

Theses and Dissertations

Television shows targeted to a young, female audience often depict post-feminist themes such as self-sexualization, self-branding, consumerism, female empowerment through the body, and the "good" girl. This thesis focuses on the ABC Family hit series Pretty Little Liars as an example of the ways in which television shows promote these post-feminist ideologies. I argue that as the network has branded itself as the place for millennial programming; it has used digital platforms to make Pretty Little Liars a one-stop-shop for young women to learn about beauty and femininity. Relatedly, this project analyzes the ways in which young women construct their …

Understanding Wisconsin Legislators' Use Of Social Media, Christian T. Moran

Theses and Dissertations

This thesis used quantitative and qualitative methods to examine the use of social media by legislative offices of the Wisconsin State Assembly. A survey of legislators and their staff documented the extent to which each office uses Facebook or Twitter. In addition, multivariate analysis of the survey data provided an understanding of which kinds of legislators are more likely to use Facebook or Twitter. There were three important findings. First, most Wisconsin legislators whose offices use Facebook or Twitter do not seem to be doing so to reach the news media. Second, overall, the characteristics of a Wisconsin legislator are …

That's News To Me: An Exploratory Study Of The Uses And Gratifications Of Current Events On Social Media Of 18-24 Year-Olds, John Vincent Karlis

Theses and Dissertations

Social media is a dominant news source among the college-age demographic (18-24). Inherent in news consumption on social media is current events, that is, news that has individual relevance, societal relevance and is time constrained. This study adds to the existing body of uses and gratification literature. This one-shot exploratory study is the first of its kind, examining the "what" or different dimensions of news and the "why" or uses and gratifications that 18-24 year-olds use current events on social media. It also looked at the factors predicting recall of current events on social media.

Using a survey of 896 …