Communication Commons^™

The Influence Of Butterbear Mascot Attractiveness On Brand Attitude, Huyen Phuong Do

Chulalongkorn University Theses and Dissertations (Chula ETD)

This research examines the influence of mascot’s perceived attractiveness on the brand attitude towards Butterbear. Data were collected via online survey from 220 male and female respondents (aged 18-26) residing in Bangkok, who had been exposed to content from Butterbear brand within the past three months. Overall, participants perceived Butterbear mascot as highly attractive (M = 4.39) and reported positive attitudes towards the Butterbear brand (M = 4.30). Furthermore, the findings revealed that all six dimensions underlying mascot attractiveness (Brand Impact, Brand Expertise, Mascot Uniqueness, Mascot Anthropomorphism, Mascot Intimacy, and Mascot Consistency) showed statistically significant correlations with the brand attitude. …

The Image Of Transnational Universities In Vietnam And The Enrollment Decision Of Prospective Students, Khanh Huyen Pham

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examines how Vietnamese applicants perceive the image of transnational universities (TNE) and how these perceptions influence their college choice decisions. Focusing on RMIT Vietnam, BUV, and Swinburne Vietnam, the research explores university image through functional cues, personality cues, and perceived value, and analyzes decision-making across predisposition, search, and choice stages. Twelve applicants were interviewed using semi-structured interviews, and data were analyzed through thematic analysis. Findings show that applicants build university image gradually as they compare curriculum, teaching quality, facilities, and accreditation with emotional cues such as friendliness, professionalism, and campus “vibes.” Perceived value (degree recognition, employability, and alumni …

Social Media Use And Personal Branding Identity Of Myanmar Freelancers, Lin Htet Thway

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examined social media use, self-expression, professionalism, self-efficacy, self-disclosure, and personal branding identity among Myanmar freelancers, and investigated how these factors influence their personal branding identity on social media. An online survey of 200 freelancers aged 18 to 45 years was conducted. Respondents reported high levels of social media use (M = 4.07), self-expression (M = 4.13), professionalism (M = 4.16), self-efficacy (M = 4.17), personal branding identity (M = 4.30), and a moderately high level of self-disclosure (M = 3.95). Regression results showed that the five variables together explained 24.4 percent of the variance in personal branding identity …

The Influence Of Short-Video Content Marketing On Chinese Consumers' Perceived Value And Usage Intention On Duolingo Brand, Meitong Li

Chulalongkorn University Theses and Dissertations (Chula ETD)

The objective of this research was to examine how short-video content marketing on Douyin platform influences Chinese Generation Z consumers’ perceived value of Duolingo and their intention to continue using the application. A total of 252 respondents aged between 18 and 29 years old, who had used Douyin in the past three months and viewed Duolingo’s short-video content at least three times in the last month, completed an online questionnaire survey. The study reveals that all three dimensions of short-video content marketing (i.e. entertaining content, functional content, and social-interactive content) significantly influenced consumers’ perceived value, with social-interactive content demonstrating the …

The Influence Of Social Media Advertising Features On Brand Engagement And Purchase Intention Towards Local Cosmetic Brands In Vietnam, Ngoc Khanh Linh Tran

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study investigates the effects of social media advertising features on brand engagement and purchase intention for local cosmetic products among Vietnamese Gen Z consumers. Data were collected through an online survey from 211 Vietnamese respondents aged 18–28 who follow and have been exposed to local cosmetic brand advertising on social media. The results indicate that social media advertising features significantly influence brand engagement, with informativeness being the most influential factor, and brand engagement positively affects purchase intention. These findings highlight the importance of well-designed social media advertising features in enhancing brand engagement and increasing purchase intention within Vietnam’s cosmetic …

Vietnamese Gen Z'S Perception Of National Brand Identity Through Cộng Cà Phê Packaging Design, Ngoc Thao Chi Nguyen

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examined how Vietnamese Gen Z perceive national brand identity expressed through Cộng Cà Phê's packaging design. Through online questionnaires, 247 Gen Z respondents aged 18-27 evaluated the packaging design across four dimensions: cognition, emotion, language, and action. Results showed strong recognition of cultural design elements, particularly the color palette and retro typography that reference Vietnam's subsidy era. Emotionally, the packaging evoked national pride in Vietnamese identity among respondents. Linguistically, participants rated the design as highly authentic in conveying national character. Behaviorally, many respondents indicated they would choose Cộng Cà Phê to introduce Vietnamese coffee culture to international friends. …

The Perceived Brand Identity, Value, And Expectations Of Philippine Tourism Among Filipino And International Travelers, Ram Cartney Del Rosario Cortez

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examines the perceived brand identity, perceived value, and overall expectations of Philippines tourism among two key segments—domestic (Filipino) and international (non-Filipino) travelers. The research employed a total of twenty (20) in-depth interviews with 10 participants each for the two segments, and data were analyzed through thematic analysis. Customer-Based Brand Equity Model, Price-Perceived Quality-Value Framework, and Model of Destination Image Formation were the focused theories employed. Findings show a shared core image of the Philippines as a nature-led tropical destination anchored in warm Filipino hospitality for both groups. However, these positive associations are met with conditional expectations—domestic travelers heavily …

The Influence Of Consumption Values On Purchase Intention For Sustainable Fashion Products, Ruochen Liao

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study investigates five consumption values, namely functional, social, emotional, epistemic, and ethical value, along with attitude toward buying sustainable fashion products, subjective norms, perceived behavioral control, and purchase intention. It further examines how consumption values shape attitude toward buying sustainable fashion products, subjective norms, and perceived behavioral control, and how these three constructs subsequently influence purchase intention. Data were collected via online survey from 269 Chinese respondents aged between 18 to 44 years old who had purchased at least one sustainable fashion product within the last six months. Overall, respondents showed positive evaluations of sustainable fashion, reporting high consumption …

Social Media Acceptance Among Myanmar Migrants In Thailand, Thet Myat Noe Thu

Chulalongkorn University Theses and Dissertations (Chula ETD)

The objectives of this research are to examine the acceptance of social media, Facebook in particular, among Myanmar migrant workers in Thailand by applying the Technology Acceptance Model (TAM). Specifically, the study investigates five key variables, namely perceived usefulness (PU), perceived ease of use (PE), attitude toward usage (ATU), trustworthiness (TW), and intention to continue using (INT), and their interrelationships. Data were collected through a self-administered online and personal survey from 236 Myanmar migrants aged between 20 to 45 years old, who have been residing in Thailand for at least one year and actively using Facebook for a minimum of …

Chinese Audiences' Perceptions And Responses To Crisis Communication In Thai Romantic Drama Series, Xiaoyun Ying

Chulalongkorn University Theses and Dissertations (Chula ETD)

The study was to explore Chinese audiences’ perceptions, attitudes, and behavioral intentions toward crisis response strategies in Thai Boys’ Love (BL) romantic drama series. A quantitative approach was employed using an online survey with 200 respondents who are Chinese, living outside mainland China, aged 18-45, and have watched Thai BL series at least once in the last three months. The results indicated that the overall level of respondents’ perceptions is moderate (M = 4.23) toward crisis response strategies. Additionally, the level of respondents’ perceptions is moderate to high to trust the organization and view the information as credible and transparent …

การสื่อสารการตลาดเชิงความสัมพันธ์ของรายการเล่าเรื่องราวสยองขวัญ, กฤษฎา ทองมี

Chulalongkorn University Theses and Dissertations (Chula ETD)

การวิจัยเชิงปริมาณเรื่อง การสื่อสารการตลาดเชิงความสัมพันธ์ของรายการเล่าเรื่องราวสยองขวัญ มีวัตถุประสงค์เพื่อสำรวจความคิดเห็นต่อการสื่อสารการตลาดเชิงความสัมพันธ์ (Relationship Marketing Communication) และพฤติกรรมการติดตามและการมีส่วนร่วมของผู้รับฟัง รวมถึงศึกษาความสัมพันธ์ระหว่างปัจจัยเหล่านี้กับลักษณะทางประชากร โดยใช้วิธีวิจัยเชิงสำรวจจากกลุ่มตัวอย่างผู้ติดตามรายการอายุ 18 ปีขึ้นไปจำนวน 400 คน ผลการวิจัยพบว่า ผู้ติดตามรับฟังมีความคิดเห็นต่อการสื่อสารการตลาดเชิงความสัมพันธ์โดยรวมอยู่ในระดับปานกลาง (ค่าเฉลี่ย=3.36) โดยเฉพาะอย่างยิ่งในด้าน ความเชื่อใจ (Trust) ได้รับความคิดเห็นในระดับมากสูงสุด (ค่าเฉลี่ย =3.56) ในขณะที่ระดับพฤติกรรมการติดตามและการมีส่วนร่วมโดยรวมกลับอยู่ในระดับน้อย (ค่าเฉลี่ย = 2.45) ซึ่งสะท้อนให้เห็นว่าแม้พฤติกรรมการมีส่วนร่วมทั่วไป (การคอมเมนต์ แชร์) จะอยู่ในระดับปานกลาง แต่พฤติกรรมการเข้าร่วมกิจกรรมเชิงการตลาดที่มีค่าใช้จ่ายกลับอยู่ในระดับน้อยมาก จากการทดสอบสมมติฐานพบว่า ความคิดเห็นต่อการสื่อสารการตลาดเชิงความสัมพันธ์มีความสัมพันธ์สูงกับพฤติกรรมการติดตามและการมีส่วนร่วม แต่เป็นเพียงความสัมพันธ์ในระดับน้อย (ค่าสัมประสิทธิ์สหสัมพันธ์ =0.167) นอกจากนี้ ลักษณะทางประชากรยังมีความแตกต่างอย่างมีนัยสำคัญ โดยกลุ่มผู้ติดตามที่มีอายุแตกต่างกัน มีความคิดเห็นต่อการสื่อสารการตลาดเชิงความสัมพันธ์แตกต่างกัน และผู้ที่มีอาชีพ (ข้าราชการ รัฐวิสาหกิจ) และรายได้ต่อเดือน (10,001–30,000 บาท) แตกต่างกัน มีพฤติกรรมการติดตามและการมีส่วนร่วมแตกต่างกัน ข้อค้นพบนี้ชี้ให้เห็นว่า ผู้ติดตามมีความเชื่อมั่นในเนื้อหาและการสื่อสารของรายการในระดับสูง แต่ความสัมพันธ์ดังกล่าวมีความอ่อนแอในการเปลี่ยนไปสู่การมีส่วนร่วมเชิงธุรกิจที่ต้องใช้ต้นทุน ซึ่งเป็นสิ่งที่รายการควรพิจารณาเพื่อเพิ่มแรงจูงใจในการเข้าร่วมกิจกรรมที่มีค่าใช้จ่ายในอนาคต

บทบาทของการสื่อสารในการเผยแพร่ซีรีส์วายในฐานะซอฟต์พาวเวอร์ผ่านข่าวออนไลน์และการสนทนาออนไลน์, ชนนิกานต์ พันธกานกุล

Chulalongkorn University Theses and Dissertations (Chula ETD)

งานวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาบทบาทของการสื่อสารในการเผยแพร่ข้อมูลเกี่ยวกับซีรีส์วายในฐานะซอฟต์พาวเวอร์ ผ่านข่าวสารออนไลน์และการสนทนาออนไลน์ของกลุ่มแฟน งานวิจัยใช้วิธีวิจัยแบบผสมผสาน (Mixed Method) ตามรูปแบบ Convergent Design โดยเก็บข้อมูลข่าวจำนวน 966 บทความจาก 15 แพลตฟอร์มข่าวออนไลน์ ระหว่างปี พ.ศ. 2563 ถึงเดือนกันยายน พ.ศ. 2568 และเก็บข้อมูลจาก Pantip, Reddit, X และ Facebook พร้อมใช้วิธีการทางวิทยาการคอมพิวเตอร์เชิงสังคมศาสตร์ในการวิเคราะห์ผล ผลการวิจัยพบว่าแพลตฟอร์มข่าวออนไลน์มักนำเสนอซีรีส์วายไทยในรูปแบบข่าวทั่วไปและข่าวประชาสัมพันธ์อย่างต่อเนื่อง อย่างไรก็ตาม สัดส่วนของข่าวที่เชื่อมโยงซีรีส์วายกับเศรษฐกิจสร้างสรรค์ ซอฟต์พาวเวอร์ และภาพลักษณ์ประเทศมีแนวโน้มเพิ่มขึ้น ซึ่งสะท้อนบทบาทของสื่อกระแสหลักในการขับเคลื่อนซอฟต์พาวเวอร์แบบบนลงล่าง (Top-down) ในขณะเดียวกัน กลุ่มแฟนคลับมีบทบาทสำคัญในการขับเคลื่อนซอฟต์พาวเวอร์แบบล่างขึ้นบน (Bottom-up) ผ่านการพูดคุยเกี่ยวกับนักแสดง บทวิจารณ์ โปรเจกต์ของแฟน ๆ การท่องเที่ยวตามรอย รวมถึงการแปลและอธิบายวัฒนธรรมไทยเป็นภาษาต่าง ๆ ทำให้แฟนคลับทำหน้าที่เป็นทั้งผู้บริโภค ผู้สนับสนุนเศรษฐกิจ และผู้ร่วมผลิตเนื้อหาทางวัฒนธรรมในเวลาเดียวกัน ซึ่งสามารถเชื่อมโยงซีรีส์วายกับการท่องเที่ยว การบริโภคสินค้าไทย และภาพลักษณ์เชิงบวกของประเทศ ข้อค้นพบทั้งหมดนำไปสู่ข้อสรุปว่า ซีรีส์วายไทยมีศักยภาพในฐานะซอฟต์พาวเวอร์ที่เชื่อมโยงกับเศรษฐกิจสร้างสรรค์ อย่างไรก็ตาม การบูรณาการเชิงนโยบายและโครงสร้างสนับสนุนจากภาครัฐยังมีข้อจำกัด และจากการสื่อสารของทั้งสองสื่อดังกล่าวชี้ให้เห็นว่าประเทศไทยยังขาดการพัฒนากลวิธีการสื่อสารและการพูดถึงยุทธศาสตร์การสื่อสารอย่างเป็นระบบ

Submission To The 'Inquiry Into The Harm Young New Zealanders Encounter Online, And The Roles That Government, Business, And Society Should Play In Addressing Those Harms', Siobhan Healy-Cullen, Giselle Woodley, Lelia Green, Leon Huxtable

Research outputs 2022 to 2026

We are a group of researchers and educators from Aotearoa New Zealand (Massey University), and Australia (Edith Cowan University), who collaborate on research, grant applications, scholarly articles, policy debates and youth-led interventions to define and co-create strategies that support young people in navigating and processing their experiences with online sexual content.

We welcome the chance to submit to this parliamentary inquiry, and thank the Aotearoa New Zealand parliament for the opportunity to contribute our expertise and offer input into your deliberations. We are encouraged that the terms of reference stipulate that "not all young people experience the world in the …

Good Arts, Good Mental Health®: The Effectiveness Of An Australian Health Promotion Media Campaign In Promoting Community Mental Wellbeing Via The Arts, Christina R. Davies, Melanie T. Pescud, Rhonda Clifford, Richard Mcgrath, Annie Thomson, Mia Jeffrey, Melissa Stoneham, Terri Pikora, Peter Wright, Sonya Girdler, Loretta Baldassar, Stephen Clift

Research outputs 2022 to 2026

Introduction: This study describes and evaluates Good Arts, Good Mental Health^® (GAGMH), a groundbreaking, population-level, arts-mental health promotion media campaign. The objectives of the campaign (Wave 1) were to increase brand awareness, comprehension, and agreement with the tagline Good Arts, Good Mental Health^® and empower the general population to form an intention to engage in the Arts for their mental wellbeing. Methods: The campaign ran from August to September 2024 (4 weeks), cost AUD$198,965 (23% creative and 77% media/advertising distribution), and targeted the Western Australian (WA) general population aged 18–65 years, all genders, in both metropolitan and regional …

Where Are The Alcohol Advertising Hotspots Near Schools?, Joelie Mandzufas, Karen Lombardi, Robyn S. Johnston, Alexia Bivoltsis, Justine Howard, Paula Hooper, Gina Trapp

Research outputs 2022 to 2026

Issue Addressed: Physically locating liquor stores near schools can strongly influence the chances of youth accessing and consuming alcohol, and may also increase children's exposure to alcohol advertising. Investigating the association between the presence of a liquor store near a school and the prevalence of outdoor alcohol advertising is crucial from a policy perspective, as it can inform future regulations on the placement of liquor stores and outdoor advertising near educational institutions. Methods: All outdoor alcohol advertising within a 500 m radius (audit zone) of 64 randomly selected schools from local government areas across metropolitan Perth was identified by direct …

Analysing The Behaviour Change Techniques In An Effective Food Literacy Program To Inform Future Program Design, Lucy M. Butcher, Caylah Batt, Sophie Royce, Eamon Barron, Roslyn Giglia, Andrea Begley

Research outputs 2022 to 2026

Aim: Food literacy programs aim to improve food related skills and knowledge and are selected Governments as a strategy to address dietary intakes at a community level. The purpose of this research is to identify behaviour change techniques in a food literacy program, which were assessed by the achievement of participant goals related to food literacy and dietary behaviour changes. Methods: Consensus methods were applied to map behaviour change techniques to an adult food literacy program. A second phase investigation applied content analysis of participant process evaluation data (collected between 2016 and June 2021) to align target behaviours and behaviour …

An Integrated Machine Learning Approach For Identifying Emergency Rescue Messages On Social Media During Natural Disasters, Wael Khallouli, Jiang Li, Jingwei Huang, Ghaith Rabadi, Samuel Kovacic

School of Cybersecurity Faculty Publications

During large-scale disasters, emergency call centers are often overwhelmed by the large volume of rescue requests and calls for help. Consequently, people are turning to social media platforms to seek assistance. Rescue information posted on these platforms is extremely valuable for first responders to make informed rescue decisions. Therefore, the automatic identification of these requests from the vast amount of data posted on social media during crises is critical yet challenging. This work presents our ongoing research on applying deep learning techniques to extract actionable rescue information from social media during crises. We proposed a novel deep learning model that …

Implementing Gallup 12+ Employee Engagement Survey In A Critical Access Hospital, Catherine R. Hardwick

Honors Theses and Capstones

Objective: To utilize the Gallup Q12+ survey to assess baseline staff engagement among nurses and nursing assistants at a critical access hospital, implement direct education intervention, and evaluate its impact on staff engagement rates, with the goal of identifying micro and macro-problems.

Methods: This quality improved project was conducted at Littleton Regional Hospital, a level Ⅲ trauma center and critical access hospital. The PDSA cycle started on March 1 and ended May 10. The Gallup Q12+ survey was sent to Registered Nurses, Licensed Nursing Assistants, and Nursing Technicians to establish baseline staff engagement levels and areas that need improvement. Directed …

Lingering Legacy: The Impact Fan Reactions Had On Media Framing In The Rossi-Marquez Rivalry, Maryann Lozowski

Honors Theses and Capstones

This study examines the influence that fan commentary has on media framing in sports journalism, especially in times of intense rivalry. The rivalry chosen for this specific study was Marc Marquez-Valentino Rossi as seen in the MotoGP championship. This research discusses the cyclical nature between the interaction of fan and media while shaping popular narratives in sport. A qualitative analysis of media headlines and fan comments was conducted comparing those found at the start of the rivalry in 2015, with reporting at its height, to that of the legacy reporting seen in the years that followed. Findings in this study …

Perceptions Of Stem Education And Artificial Intelligence: A Twitter (X) Sentiment Analysis, Demetrice Smith-Mutegi, Yoseph Mamo, Jinhee Kim, Helen Crompton, Matthew Mcconnell

Teaching & Learning Faculty Publications

Background, context, and purpose of the study: Artificial intelligence (AI) is becoming increasingly prevalent in science, technology, engineering, and mathematics (STEM) education, holding promising potential for supporting the design and implementation of quality STEM education. However, there is a lack of data-based research studying the diverse perceptions of AI in STEM education as conveyed on social media, the factors that influence those perceptions, or the change in those perceptions over time among public audiences. Results, the main findings: The purpose of this study was to examine public perceptions of AI in STEM education by analyzing X posts (Tweets) between 04/28/2020 …

Fostering Critically Conscious Lesson Planning In A Generative Artificial Intelligence Era, Derek Riddle, Paula Cristina Azevedo, Catharyn Shelton, Jaime Colwell, Jori Beck

Teaching & Learning Faculty Publications

Teacher candidates (TCs) use digital resources and social media to plan and develop learning material, and with publically accessible generative artificial intelligence (GAI), TCs are able to generate lesson plans within seconds rather than hours or days. While there is research on how to support TCs' evaluation of reliable digital media, there is little known on how to prepare TCs for GAI content. Using the complementary frameworks of Freire’s (1970) critical consciousness and Jonnasen’s (1991) theory of constructivism, this in-progress design based research seeks to develop an adaptable framework that addresses the evolving nature of technology, specifically GAI, and the …

From Cyclones To Cybersecurity: A Call For Convergence In Risk And Crisis Communications Research, Ann Marie Reinhold, Ross J. Gore, Barry Ezell, Clemente I. Izurieta, Elizabeth A. Shanahan

VMASC Publications

Effective risk and crisis communication can improve health and safety and reduce harmful effects of hazards and disasters. A robust body of literature investigates mechanisms for improving risk and crisis communication. While effective risk and crisis communication strategies are equally desired across different hazard types (e.g., natural hazards, cyber security), the extent to which risk and crisis communication experts utilize the “lessons learned” from scientific domains outside their own is suspect. Therefore, we hypothesized that risk and crisis communication research is siloed according to academic disciplines at the detriment to the advancement of the field of risk communications research writ …

Vaccines And Publics: A Variety Of Engagement Experiences, David H. Lee

Publications and Research

This chapter is about some of the sites and scenes where members of the public are exposed to (and engage in) vaccination discourse. To preview, after a brief introduction, we begin with messaging models of communication, followed by the move from messaging to engagement. Next, case examples of public engagement with vaccines are introduced, from pandemic influenza preparedness in the U.S., to polio eradication initiatives in India, and then to COVID-19 public engagement events in England. Settings of public engagement are noted, including online, in churches and museums. Then, there’s a section about communication and public participation, seen as either …

Minds, Made Up Or Malleable? Covert Commands At The Eclipse Of Vaccine Communications, David H. Lee

Publications and Research

Abstract: Although millions have died from SARS-CoV-2 illness, COVID vaccines are credited with stemming the tide. Vaccinations and boosters significantly decrease the incidence of severe illness and death (even if they don’t usually prevent COVID-19 infection). Despite the success of global vaccination efforts, frequent reports of vaccine hesitance and refusal suggest that public health communications need improvement.

The chapter begins by acknowledging adverse events associated with COVID vaccination, including rare cases of anaphylaxis, GBS, and myocarditis. An inoculation-theoretic rationale is offered for this admission of vaccine risks: just as immune defenses mount when organisms are exposed to pathogens, so too …

Developing Employability Skills: A Case Study Of Synchronous And Asynchronous Modalities, A. Mark Gray, Michelle E. Bartlett

Educational Leadership & Workforce Development Faculty Publications

In today's workforce, soft skills such as communication and adaptability are increasingly critical for career success, yet many graduates lack these competencies. As online learning continues to expand, questions arise about its effectiveness in cultivating essential workplace skills. This mixed-methods case study examines how synchronous and asynchronous distance learning modalities support the development of soft skills, focusing on communication and adaptability. Drawing on data from two online courses, an asynchronous professional development course (n = 24 pre, n = 19 post) and a synchronous construction leadership course (n = 2), the study utilizes surveys, reflections, and assignments to …

Voices From The Field: A Q Methodology Study In Postsecondary Cte Faculty Retention, Brandon Hensley, James E. Bartlett, Michelle Bartlett

Educational Leadership & Workforce Development Faculty Publications

The postsecondary career and technical education (CTE) faculty shortages intensify challenges in recruiting and retaining qualified faculty. This study examines the viewpoints of faculty regarding workplace experiences and values concerning retention using Q methodology. Grounded in Herzberg’s Two-Factor Theory and Job Embeddedness Theory, the research identifies viewpoints toward remaining in the profession. A Q-set of 64 statements was developed through an academic literature review, contemporary publications, social media, and expert input. Thirty-four CTE faculty from multiple institutions sorted the statements on −7 to +7 forced distribution under the condition of “statements that influence their desire to stay in their roles”. …

Floating Signifiers: Ai, Semiotics, And The Crisis Of Meaning In Music, Kehinde Aruwajoye

Dartmouth College Master’s Theses

This thesis examines how AI-generated music disrupts traditional meaning-making processes in musical expression. Through semiotic analysis (Saussure, Peirce) and cultural theory (Hall), I demonstrate how AI produces technically proficient but culturally hollow compositions, what I term "floating signifiers." Case studies reveal AI's inability to replicate the lived experiences that give music its depth, despite accurate stylistic reproductions. The work identifies three fundamental losses: contextual grounding, authentic hybridity, and historical consciousness. I propose ethical frameworks for human-AI collaboration that preserve music's essential humanity while leveraging algorithmic capabilities. Ultimately, this research shifts the debate from technical possibility "Can AI compose?" to cultural …

Digital Orthodoxy And Political Populism In Eastern Europe: How Orthodox Media Facilitate Political Mobilization, Dmytro Garaschuk, Oleh Sokolovskyi

Occasional Papers on Religion in Eastern Europe

This article examines the intersection of Orthodox digital media and political populism in Eastern Europe, focusing on how religious institutions utilize digital platforms to facilitate political mobilization, reinforce nationalistic narratives, and undermine democratic institutions. Drawing on a comparative analysis of six countries–Russia, Ukraine, Romania, Serbia, Georgia, and Montenegro–the study identifies a shared ideological matrix that fuses populist rhetoric with theological motifs. The research highlights the strategic use of digital media by Orthodox actors to construct moral binaries, sacralize political resistance, and disseminate disinformation framed in religious language. Particular attention is given to the role of the Russian Orthodox Church and …

Topics Of Historical Memory In The Pr Activities Of Religious Organizations In Present-Day Ukraine, Vadym Sluysar, Yuliia Kondratiuk, Iryna Vitiuk, Oleksandr Mosienko

Occasional Papers on Religion in Eastern Europe

The article analyzes the role of religious organizations in Ukraine in shaping and preserving historical memory in the context of their PR activities. The article examines the contribution of the Orthodox Church of Ukraine (OCU), the Roman Catholic Church (RCC), Protestant denominations, and Muslim organizations to the popularization of objective historical narratives. Through participation in memorial events, restoration of monuments, organization of scientific conferences, exhibitions, lectures, and publication of historical materials, religious organizations contribute to the formation of national and civic identity. Particular attention is paid to the coverage of tragic events such as the Holodomor, the deportation of Crimean …

The Power Of Presence: Body Image In Disney's The Little Mermaid, Megan Chatelain

University of the Pacific Theses and Dissertations

This study explores how body image is represented in Disney’s The Little Mermaid across its 1989 animated film and the 2019 and 2023 adaptations. Grounded in Gerbner’s Cultivation Theory, the research examines how repeated media exposure shapes audience perceptions of morality, beauty, and identity—particularly through the portrayal of body size. Using a triangulated qualitative approach—reflexive journaling, content analysis, and survey responses—the study reveals consistent patterns: thin characters are depicted as virtuous, desirable, and heroic, while larger-bodied characters are often cast as villainous, comedic, or morally flawed. These associations were recognized by participants across all methods and confirmed through both reflective …