Broadcast and Video Studies Commons^™

How Elements Including Location, Time Of Day, And Narrative Structure Influence Audience Engagement And Emotional Connection Within Short Form Video Content, Ashleighe Gibson

Communications and Digital Media Theses

This study examines how TikTok-based digital storytelling communicates urban walking experiences in New York City, focusing on how content strategies influence audience engagement and emotional connection. While both walking and short-form video storytelling have been widely studied, their intersection in shaping perceptions of urban environments remains underexplored. Using a mixed-methods approach, a TikTok account was created to document walking experiences, with content systematically varied by key factors including narrative structure, posting frequency, and environmental context. Engagement metrics, including views, likes, comments, and shares were analyzed alongside qualitative reflections to identify patterns in audience engagement and response. Findings indicate that engagement …

Qanon Affiliated Accounts Are Making 64% Fewer Social Media Posts About Human Trafficking, Bond Benton, Daniela Peterka-Benton

College of Communication and Media Scholarship and Creative Works

A joint social media study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Global Center on Human Trafficking shows a 64% decrease in the total number of posts about human trafficking made by prominent QAnon affiliated and adjacent accounts when compared to the highpoint of such posts in 2023. Results from the study produced by the Center for Strategic Communication and the Global Center on Human Trafficking include a 64% decrease in human trafficking posts from significant QAnon affiliated accounts …

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Season Pass: Southern Miss Sports Report, Mackenzie Hamilton

Honors Theses

Season Pass: Southern Miss Sports Report is a creative activity investigating the process of producing and releasing a weekly sports report. The series is composed of twenty-four two-to-three-minute episodes that recap the highlights, scores, and performances of Southern Miss Athletic teams. In addition to the sports reports, the show includes feature stories that provide insight into the lives of Southern Miss Athletes and Athletic Staff outside of the sports world.

Season Pass aired weekly on Southern Miss Athletics’ Twitter, Facebook, and Instagram accounts from the beginning of September 2020 through mid-March 2021. In this manuscript, I detail the pre-production, production, …

How Did The Nra Employ Presidential Election Year Propaganda Against Barack Obama Within The Shifting Paradigm Of The Digital Age?, Rodney James Edgar

UNLV Theses, Dissertations, Professional Papers, and Capstones

The National Rifle Association is one of the most successful lobbying groups in the United States of America. There are a few key elements that contribute to this perfect storm of passion, constitutional rights, misinformation and social division. Perception is often credited with being synonymous with reality. As an influential organization, the NRA has used its platform to spread communication, a practice which is enabled and enhanced by the technology, speed of delivery and vast reach that comes with the information age. The focus of this study will be on two artifacts from the digital archives of the NRA. For …

Sustainable Journalism Education: A Curriculum Review And Revision Of The Winona State Journalism Program, Doug Westerman

Leadership Education Capstones

This report seeks to understand the current state of the journalism program at Winona State University (WSU). Through faculty interviews, a survey of students, and a review of journalism curriculums throughout the country, the report concludes with curriculum recommendations, in the hope of assuring, maintaining and sustaining the WSU journalism program in the ever-changing news ecosystem.

Virtually Invincible: The Impact Of Social Media Presentation On Rock Climbing, Lilly Posner

UNLV Theses, Dissertations, Professional Papers, and Capstones

Rock climbing, a distinguished and culturally relevant ‘extreme’ sport, has experienced a remarkable increase in popularity and media attention. Sparse research has been conducted on the impact of social media presentation and how it may inspire athletes to intensify risks. This element introduces a paradox in the evolving nature of extreme sports that warrants a deeper examination; Can the authenticity of a private, individualized sport be retained in a social space dedicated to public spectacle? By method of documentary and inspired by a descriptive phenomenological approach, this research explores the meanings, motivations and risk perceptions of rock climbers to discover …

Vlogging In Korea: From Film Student To Youtuber, Kalyn Edwards

Mahurin Honors College Capstone Experience/Thesis Projects

Video blogging, or vlogging, has become its own genre on YouTube in almost a “reality show” type atmosphere. This project aims to examine that world of video blogging from a personal level, not only as a film student, but also from the perspective of an aspiring businesswoman. The goals of this project are to take on the role of a vlogger, along with all its struggles, while exposing myself to a new culture in hopes of appealing to a certain demographic. It appears as though we have gone from a world relying on telegrams and postcards to becoming a society …

Brunswick Educational Access Television Social Media Campaign, Nicole Rhoades

Williams Honors College, Honors Research Projects

This social media campaign is to be executed by student managers within the Brunswick Schools Video Program. The Video Program provides journalistic experience to young students by immersing them in print and broadcast journalism that is provided to the Brunswick-area through Brunswick Educational Access Television.

Mcv Wines Social Media Marketing Campaign: Successfully Marketing Wine To Millennials, Dillon Payne

Journalism

The following study investigates how to develop a commercial on a social media platform in order to advertise a product to millennials – in this study, wine is the product. The number of consumers is increasing as each year more and more millennials become 21 years old, thus being able to be the next and newest consumer of the wine industry. The campaign’s focus was to create a wine commercial for a tasting room called MCV Wines and market it on social media to see if millennials would be interested in purchasing wine after seeing the commercial. Withscholarly research, the …

Smartphones And Cognition: The Case For An Updated Theory Of Electronic Eloquence, Omar Adams

Masters Theses

As Marshall McLuhan first proposed, humanity has progressed through several stages of communication technology that have each fundamentally changed the way people think and behave within society at large. Electronic media redefined society in the 20th century, and now we stand at the cusp of a new revolution. This paper examines the changes brought about by the Internet and new media, with a particular focus on the effects of smartphone and social media use, through the lens of Kathleen Hall Jamieson’s theory of electronic eloquence. An anonymous survey was conducted to determine participants’ preferences on different forms of media as …

Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen

Masters Theses

Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …