Communication Technology and New Media Commons^™

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

The Effects Of Disclosure Of Genai Use In The Production Of Advertising In High And Low Involvement Settings, Shawn Griffin

LSU Master's Theses

This study explores the effects of GenAI disclosure on advertising effectiveness and how these influences interact with consumers’ involvement in advertised products using a 2×2 experimental design with 83 participants, manipulating AI disclosure (disclosed vs. not disclosed) and involvement level (high vs. low). Findings indicate that disclosure negatively impacts brand attitude but has no significant effect on ad attitude, purchase intention, or sharing intention. An interaction effect was also found that in high-involvement conditions, disclosure increased the intention to share the ad. These results, framed through the Elaboration Likelihood Model (ELM) and Persuasion Knowledge Model (PKM), offer insights into the …

Commercial Attention Spaces: A Century Of Discourses, Measurements, And Models Of Attention In The Construction Of U.S. Advertising Markets, Jacob Saindon

Theses and Dissertations--Geography

A vast assemblage of networked devices populate our everyday spaces. Concomitant with the increasing ubiquity of media devices are advertisements. Indeed, many networked devices, specifically the “free-to-use” software applications, websites, or platforms displayed through them, are advertising-dependent. An assortment of firms within the commercial media industry—brands, agencies, publishers, vendors—work in concert to sustain a market for advertising. The core operation of the commercial media industry, I argue, is the production and exchange of attention as an economic object. In this study, I approach the production of attention and the framing of its markets as spatial processes. The continued growth of …

Youtube Influencers In Bangladesh: Analyzing Message Strategies Of Sponsored Ads In Vlogs, Monira Begum

Master's Theses

Social media influencers, particularly YouTube influencers marketing emerged as a growing industry in Bangladesh. However, research on this topic is limited. This study effectively addresses this gap and following quantitative methods and content analysis, this study mainly examines Influencers and brand categories, the narration of sponsored brands in advertising, influencers’ interactivities, and engagement with the followers, and message strategies in ads employing Taylor’s six-segment message strategy wheel, advertising appeals, and message formats. Results indicate that influencers' dominant vlog content is entertainment, as well as technology as prevalent brand characteristics in the study.

Regarding the narration of the sponsored ads, this …

Advertising On Snapchat: Exploring The Influence Of Celebrities Among Young Women In Saudi Arabia, Hessah Alqahtani

Dissertations

This study explored the influence of Snapchat celebrities on the purchase decisions of young women in Saudi Arabia. Uses and Gratifications theory and Source Credibility theory were used to investigate motivations for and factors that affect engagement with Snapchat celebrities. An online survey was conducted among 467 social media users. It was found that most Saudi women (62.9%) were motivated to engage with Snapchat celebrities to seek information.They would likely to purchase products endorsed by celebrities who were deemed trustworthy, attractive, and experts in the field. They also responded more favorably to celebrities who they believe are a fit for …

Social Media: Enabling Touchpoints Beyond Advertising, Kapil R. Tuli, Sheetal Bhardwaj

Asian Management Insights

An effective customer service platform and a strategic communication channel.

Convergence Newsroom Culture In Legacy News Media: An Ethnographic Study Of The Standard Group Plc, Caroline Jerotich Kimutai

Master of Arts in Digital Journalism

In the last decade, the media industry has been under immense financial pressure because of declining advertising revenue. News media organisations especially traditional media are moving away from a business model that only relies on traditional commercial advertising, to one that offers multiple streams of revenue like digital subscriptions, native advertising, classifieds, events, sponsorships, affiliate marketing among others. In 2020, the Standard Group converged its newsroom operations into a digital-first news gathering and dissemination operation (Theuri, 2021). There had been previous attempts at convergence, only this time, a changing media environment was threatening the survival of the media house. Over …

Putting The Social In Social Media: How Human Connection Triggers Engagement, Stephanie Adomavicius

Proceedings of the New York State Communication Association

Social media has become the preferred channel of information and has altered patterns of interaction and connection. As a result, society now revolves around a two-way form of communication with constant dialogue and instant responses. Public relations practitioners have had to adapt and change their strategy in order to keep up with the times, and because of this, engagement is now considered to be a measurement of success.

In terms of social media, engagement is how users interact with content and participate in online conversations. This study will uncover what causes people to engage on social media and identify the …

Connecting Charities With Creatives: Bridging The Gap Between Local Nonprofit Organizations And University Of Mississippi Students, Natalie Pruitt

Honors Theses

The purpose of this thesis is to explore the need for marketing resources among North Mississippi nonprofit organizations and apply the findings to develop and launch a website based on primary and secondary research that connects local North Mississippi nonprofit organizations with University of Mississippi graphic design, marketing, bachelor of fine arts and integrated marketing communication (IMC) students seeking experience to complete various marketing and graphic design- related tasks and develop and implement an integrated marketing plan to promote and raise awareness for the website.

Nonprofits face the challenge of allocating funds from donations to create functional and creative communications …

Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni

Graduate Theses and Dissertations

The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …

Spring 2020

Conversations

Dean's Letter: With Pride and Gratitude; Free Speech and the American Way; Engagement Takes Center Stage: The new Center for Communication Engagement wants to get students, faculty and the community talking; On a Mission to Diversify Advertising: Summer BRAND camp introduces diverse students to the advertising industry; Where the Action Is: Alumna Ximena Larkin finds excitement and fulfillment in the heart of Chicago; An In-Depth View of Black Student Protests; An Eye-Opening Experience: Journalism student Nikki Roberts turns her passion for writing into a career; Around the College; Accolades

Examining The Ethical Dilemmas Of Advertising On Tiktok, Sophia Neubaum

Journalism Student Works

In recent years, journalism has completely transformed to adapt to the digital age. Modern journalists use social media for breaking news updates and adapt their stories for all platforms. Advertisers and journalists have more opportunities than ever to advertise their products online and on social media, however, it is imperative that professionals in this field report and advertise ethically on every platform. As social media trends and platforms change, so do the opportunities for online advertisers. TikTok is a rapidly growing social media app that is used by youths around the world. While there is plenty of opportunity for advertising …

Instagram And Eating Disorders: An Empirical Study Of The Effects Of Instagram On Disordered Eating Habits Among Young Girls, Katherine Wayles

Graduate Theses and Dissertations

Scholars have studied the relationship between body dissatisfaction and social media use, particularly focusing on young women as vulnerable consumers. Many studies concentrate on the amount of media consumed, rather than the specific activities and behaviors associated with feelings of low self-esteem or poor body image. It is important to determine exactly what behaviors and social media engagements contribute to disordered relationships with food, assessing a user’s pre-existing weight/body concerns in relation to the amount and type of media they consume. Instagram in particular is included in this study, as it is an image-based social networking site where users can …

When Humanity Meets Technology: Contemplating Neil Postman's Critique Of Advertising, Yingwen Wang

Electronic Theses and Dissertations

This project aims to contemplate Postman’s critique of advertising and offer insights to understand Integrated Marketing Communication (IMC) in today’s mediated environment. As an essential component of IMC, the history of advertising demonstrates and documents that the medium of communication has an extensive influence on IMC practices. The concern about how communication media affect human perception, understanding, and behavior, resides within the central claim of the study of media ecology. Thus, this project investigates IMC through the lens of Postman’s media ecology perspectives, and argues that Postman’s prescient ideas provide both hope and constructive insights. Moreover, Postman’s thermostatic perspective, rooted …

Developing The Next-Generation Don Draper, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

Technology and the proliferation of data have transformed the advertising industry. Those with digital and analytical skills are now more employable than those with “traditional” advertising skills. At the same time, colleges and universities face increasing emphasis on job placement rates. Are advertising programs providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s “next-generation Don Drapers” must be fluent not only in creativity and big ideas but also in analysis and Big Data.

Curriculum Change In Undergraduate Strategic Communications Programs: How Strategic Communications Programs Are Adapting To 21st Century Media, Allyson B. Goodman

Theses, Dissertations and Capstones

The year 2014 has been described by scholars as transformative in how consumers interact with technology and media. Pointing to such digital milestones as the explosion of social media and mobile technology and the decline of traditional television ratings, these scholars have described the evolution as a move from a broadcast era to a postbroadcast era of media. This mass media evolution has opened a digital talent gap between the skills needed by the industry and the abilities of current and potential employees.

Focusing on undergraduate strategic communications programs, this research discusses the current status of new and social media …

To Thrive In Today’S Marketing Landscape, Embrace Schizophrenia!, Rishad Tobaccowala, Valerie Jones

College of Journalism and Mass Communications: Faculty Publications

We are entering the third connected age, powered by deep connectionsamong data, interconnected and Internet-connected objects, and engag-ing, immersive communication. Communication and media are undergoingradical transformations–influenced by artificial intelligence, the Internet ofThings, virtual and augmented reality, and voice-powered devices–and asa result, the advertising landscape is transforming as well. Brands connectdirectly with consumers, built on rich, data-driven relationships. As theway brands are built changes, so must the skill sets and approachesneeded for building and advertising brands. We outline a new model forsuccess and discuss future challenges and opportunities for academics, stu-dents, and professionals, to thrive.

Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage, and privacy. Little is known about the role marketing will play in …

Walking The Line Between Reality And Fiction In Online Spaces: Understanding The Effects Of Narrative Transportation, Sarah Gretter, Aman Yadav, Benjamin Gleason

Journal of Media Literacy Education

Recent contentions about "fake news" and misinformation online has shed light on the critical need for media literacy at a global scale. Indeed, digital stories are one of the main forms of communication in the 21st century through blogs, videos-sharing websites, forums, or social networks. However, the line between facts and fiction can often become blurry in these online spaces, and being able to distinguish between reality and fantasy can have important consequences in the lives of young Internet users. Using contemporary examples from news stories, fanfiction, advertising, and radicalization, this article outlines the features, affordances, and real-life implications of …

Transitioning College Media From Print Focused Business Models To Digitally Focused Business Models, Celina Oseguera

Journalism

The noticeable downturn in print advertising indicates a need for change in the news industry business model. College media is not immune to this decline and need for change. A change in business model calls for transitioning to an alternative system that does not primarily rely on print products and advertising — a digitally focused business model. Many college media organizations around the United States have started to pursue this type of model, changing the way they produce and present news in the process. Taking into account the state of print focused business models in the general and collegiate news …

The Limits Of Transparency: Data Brokers And Commodification, Matthew Crain

Publications and Research

In the United States the prevailing public policy approach to mitigating the harms of internet surveillance is grounded in the liberal democratic value of transparency. While a laudable goal, transparency runs up against insurmountable structural constraints within the political economy of commercial surveillance. A case study of the data broker industry reveals the limits of transparency and shows that commodification of personal information is at the root of the power imbalances that transparency-based strategies of consumer empowerment seek to rectify. Despite significant challenges, privacy policy must be more centrally informed by a critical political economy of commercial surveillance.

Desidero Ergo Sum (I Desire Therefore I Am): Towards A Psychoanalytic Reading Of The Advertising Of Perfume, Eugene O'Brien

Irish Communication Review

No abstract provided.

It's Just One Of Those Gender Role Things: The Woman Does The Shopping, And The Man Fixes The Doors: Irish Advertising Students And Postfeminist Gendered Discourses, Aileen O'Driscoll

Irish Communication Review

In 2010 the European Commission published a report outlining its official position on ‘Breaking gender stereotypes in Media’ thereby explicitly recognising that advertising’s dissemination of images that depict gender stereotyping works to uphold gender inequalities. In addition, the European Coalition against Media Sexism (WECAMS) has engaged with the European Parliament and the European Advertising Standards Alliance in a bid to open up discussion on the possibility for standardising guidelines aimed at tackling and preventing sexism and gender stereotyping in advertising. Furthermore, over a more than forty-year history feminist media research has consistently pointed to problematic gendered imagery in advertising texts …

Language Change And Ideology In Irish Radio Advertising, Joan O'Sullivan

Irish Communication Review

This paper examines language ideological change in the Irish context through a longitudinal analysis of accent choice in a corpus of radio ads from 1977, 1987, 1997 and 2007. The analysis is based on Sussex’s (1989) ad components of Action and Comment. The Action component is generally comprised of contextual dialogic interaction and associated with discourses of ‘everyday informal interaction’ while the Comment component, often associated with the slogan of the ad, tends to be monologic and decontextualised and is associated with discourses of ‘power and authority’ (Lee, 1992). The use of standard British English accent features, particularly in …

In Search Of Identity: An Exploration Of The Relationship Between Guinness's Advertising And Ireland's Social And Economic Evolution Between 1959 And 1969, Patricia Medcalf

Irish Communication Review

This paper analyses the first decade of ads published and broadcast by Guinness in Ireland. The period is 1959 to 1969, a time that marked the start of significant change in Irish society. It is argued here that the messages in the adverts chronicle many of these changes. Seismic shifts in government economic policy coincided with the 200^th anniversary of the foundation of the Guinness brewery. The ensuing lift in the economy’s fortunes is mirrored in many ads, as are some of the demographic changes, such as rising marriage rates and falling birth rates, and an expanding middle class. …

O Say Can You See? Irish Advertising Agents Look To America, 1895-1936, Colum Kenny

Irish Communication Review

No abstract provided.

Editorial Introduction: Advertising Past And Present: Research In The Irish Context, Neil O'Boyle, Eamon Maher

Irish Communication Review

No abstract provided.

Is Advertising On Television To Children A Problem?, Brian Young

Irish Communication Review

Why are people concerned about television advertising and its influence on children? Is this concern justified? These are the two main points I want to consider in this paper.

View Of Advertising Practitioners, Peter O'Keeffe

Irish Communication Review

I am concerned to make the case for the rights and liberties to communicate commercial advertising messages to children. Consequenlly, I am amused by the identification of advertising with witchcraft; witches ceased to be burned a long time ago. However, this comparison, illustrates the excessive concern shown about how strangely influential advertising is.

Children And Television Advertising, Farrell Corcoran

Irish Communication Review

I am particularly frustrated by the lack of debate on issues concerning the media and children in this country. That may be a sweeping statement but we tend to react rather than take an active interest in trying to influence things. These reactions tend to be shaped by moral panics. There is nothing as depressing as a moral panic that arises, usually in the area of violence, every year or two, in response to something happening near us, for example in Manchester, Liverpool or perhaps closer to home. The same tired old arguments and positions are taken with little sign …