Communication Technology and New Media Commons^™

Implications Of Similarities And Differences Amongst Media Literacy Skills And Trust Across Communities Of Color, Erica Weintraub Austin, Nadia Ishrat Alamgir, Alexandra Elenitsa Fil, Sultana Ismet Jerin, Di Mu, Albert Junior Nyarko, Folake Racheal Okor, Pearl Omolara Oladele, Hae Yeon Seo, Andrew D. Sutherland

Journal of Media Literacy Education Pre-Prints

A 2020 survey of U.S. adults found that nonwhite respondents tended to report lower levels of media literacy than white respondents. However, their media literacy skills were associated with better COVID-19 knowledge and less acceptance of COVID-19 disinformation. This secondary analysis of the dataset (N=1264) explored how aspects of media literacy and media trust varied across communities of color. No significant differences in online information efficacy were found. White respondents scored higher than Hispanic/Latiné and Native American/Indigenous respondents on media literacy for source, and higher than Black and Hispanic/Latiné respondents on media literacy for content. White respondents also …

The Study Of How Sensory Marketing Techniques Used By Beauty Brands Influence Engagement And Consumer Perception On Social Media Platforms, Particularly By Evoking Specific Consumer Emotions, Eeshani Juthani

Digital Marketing Theses

This study describes how a consumers' attitude towards beauty products on social media is affected by sensory marketing techniques and cues. This study also examines how sensory marketing tactics and elements such as sight, sound, smell, touch, and taste affects the way a consumer engages with content on social media platforms like Tiktok and Instagram.

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 …

Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez

Electronic Theses and Dissertations

The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …

Assessing The Relationship Between Online Information Verification, Overconfidence, And Media Literacy Learning, Tanya Notley, Sora Park, T.J. Thomson, Aimee Hourigan, Michael Dezuanni

Journal of Media Literacy Education Pre-Prints

To make informed decisions about a range of issues, people need to be able to determine if content they find online is trustworthy. To assess people’s ability to do this, we brought together findings from two nationally representative surveys of adult Australians. In the first survey (n = 3,852), we examined adult media use and asked respondents about their level of confidence in their ability to verify information online. The second survey then tested a subset of these participants (n = 2,115) to assess their ability to verify information online. The findings show that most adults have a …

How Much Control Should We Have Over Our Social Media Feeds?: Reflections On A Lesson For High School Students, Daniel G. Krutka, Edward Henry

Journal of Media Literacy Education Pre-Prints

This paper describes a week-long high school lesson designed to help students understand and reclaim agency over their algorithmically curated social media feeds. Drawing on Nicholas Carr's framework of media's three functions — message creation, selection, and transmission — the lesson traces how algorithms displaced human editorial judgment beginning with Facebook's 2006 News Feed. Through guided inquiry, social media diaries, and platform comparison charts, students examined how much control they have, and should have, over what they see online. The lesson aims to foster critical algorithmic awareness and more intentional social media practices among young people navigating an increasingly automated …

Conservation Communication In Web 2.0: A Mixed Methods Analysis Of Alveus Sanctuary's Strategies On Twitch.Tv, Hope Denison

Senior Theses

This thesis examines how environmental creators can effectively transmit conservation messages in the evolving Web 2.0 media environment. The case of Alveus Sanctuary, a virtual sanctuary and education center on Twitch.TV, is used to explore the strategies currently used to engage audiences and raise ecological awareness online. Thematic analysis of interviews with the sanctuary’s founder revealed that Alveus combines traditional environmental education with an influencer business model to engage online audiences, leveraging parasocial behavior, interactivity, and collaboration to garner support. A quantitative content analysis of social media posts revealed that these strategies effectively induce parasocial engagement in online spaces. These …

Crisis Communication In The Influencer Era: A Crisis Response Analysis Of Poppi And Alani Nu, Meredith E. Staley

Honors College Theses

As social media continues to reshape modern public relations practice, beverage brands like Alani Nu and Poppi offer relevant examples of influencer-driven communication and crisis response. This honors thesis compares and contrasts these brands following two major crises: Poppi’s influencer vending machine campaign and the health concerns and backlash surrounding Alani Nu’s energy drinks. Despite the well-known prevalence of these brands, there is little scholarly research examining their crisis communication strategies. Guided by Situational Crisis Communication Theory, this study uses a combination of social and news media content analysis to evaluate how each brand responded to its respective crisis. Each …

Online Community Dynamics: An Analysis Using Louvain During Major Sporting Events, Anushka Jaint, Yashodhan Karulkar, Kashish Jindal, Sri Sai Harshita Gadavarthi, Sanya Gulati

Journal of International Technology and Information Management

With the power of social media transforming the way people connect and interact with each other, the dynamics of community formation on platforms such as X during major events are of crucial importance. While social media is an increasingly key driver in determining interactions, little is known about the online influence forming and developing fan communities in high-stakes events. This study looks into the development of user communities for datasets drawn from Kaggle on two of the world’s largest sporting events: the FIFA World Cup 2022, or football, and the T20 World Cup 2022, or cricket, with the aim of …

Independent And Interacting Effects Of Co-Presence And Social Media 'Likes' On Online Disinhibition, Margaret M. Doheny

Graduate Studies Theses and Dissertations 2026

Social media platforms have fundamentally transformed interpersonal communication by creating environments in which behaviors are publicly reinforced through visible social feedback systems such as “likes.” Although prior research has linked online environments with increased disinhibition and negative behavior, existing literature has primarily focused on anonymity and invisibility as the primary mechanisms underlying these effects. However, the mechanistic role of physical and psychological co-presence in driving online disinhibition has received little empirical investigation. The central aim of the present study was to determine whether reduced social presence and the selective reinforcement of negative content contribute to online disinhibition and anticipatory reward-seeking …

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 …

Examining Nonprofit Organizations' Use Of Social Media To Reach Organizational Goals, Amanda L. Margiotta

Student Theses and Dissertations

This thesis investigated the impact of social media on nonprofit organizations’(NPOs) efforts to reach their organizational goals. Focusing on a breast cancer organization, the Ellen Hermanson Foundation, and a domestic violence organization, Hope’s Door, and their social media use, this study analyzed their marketing and fundraising campaigns for breast cancer awareness and domestic violence awareness months, as well as Giving Tuesday. With the use of qualitative content analysis, this study identified the use of communicative strategies such as testimonials, reporting and statistics, storytelling through short videos, and call to action to make posts compelling and solicit engagement. It also identified …

Does Choice Of Media Amplify Support For Political Violence?, Nathan Palomares

Political Science Student Papers and Posters

Acts of political violence have increased in frequency and exposure to American society via news media. Violent rhetoric is a common theme among many forms of media Americans consume, including social media, which has become an essential platform where Americans increasingly get political news information. The events of the January 6 Capitol Riots and the attempted assassination of President Donald Trump in late 2024 show how urgent the rise of political violence is and its destabilization of American Democracy. In this paper, I examine the relationship between the types of news media people consume and their potential to increase people’s …

Does Choice Of Media Amplify Support For Political Violence?, Nathan Palomares

Student Scholar Symposium Abstracts and Posters

Acts of political violence have increased in frequency and exposure to American society via news media. Violent rhetoric is a common theme among many forms of media Americans consume, including social media, which has become an essential platform where Americans increasingly get political news information. The events of the January 6 Capitol Riots and the attempted assassination of President Donald Trump in late 2024 show how urgent the rise of political violence is and its destabilization of American Democracy. In this paper, I examine the relationship between the types of news media people consume and their potential to increase people’s …

Dancing In The Digital Age: How Social Media Shapes The Commercial Dance Industry, Luke Lisowski

Honors College Theses

Social media has fundamentally transformed the commercial dance industry, reshaping how dancers establish careers, connect with industry professionals, and promote their artistry. This thesis examines the impact of social media platforms – such as Instagram, TikTok, and YouTube – on career growth by facilitating networking opportunities, increasing visibility, and redefining industry standards. The research explores how digital platforms have shifted the traditional pathways to success, enabling dancers to showcase their work independently while also creating challenges related to self-promotion, competition, and mental health.

Through a series of in-depth interviews with professional dancers and choreographers actively working in the industry, this …

Are Emojis The New Words? A Sentiment Analysis Of Social Media Brand Conversations, Yashodhan Karulkar, Dev T. Vora, Siddharth Vaddepalli, Yash Thakur

Journal of International Technology and Information Management

Emojis have become an increasingly important aspect of consumer-brand interactions in the Indian subcontinent. However, the impact of emoji use on brand image and mental health remains underexplored, particularly in emerging economies like India, where structured research on this topic is limited. To address this gap, the present study analyzes over 4,600 consumer tweets related to 19 prominent brands across eleven industries. Using VADER sentiment analysis, the research develops a metric to assess consumer sentiment and brand engagement in relation to emoji usage. The findings indicate that effective integration of emojis contributes to positive consumer sentiment and enhanced brand engagement. …

The Impact Of Artificial Intelligence On College Sport Communications, Will Barnhart

Masters Theses

As Artificial Intelligence technology (AI) becomes increasingly accessible, the importance of understanding its impact on peoples’ work lives is also increasing. One field that has received very little attention in relation to this subject is college sport communications. Prior research has focused on AI within the closely related fields of journalism and public relations, but no previous studies have been conducted on AI and college sport communicators specifically. To address that knowledge gap, this study surveyed members of the College Sport Communicators (CSC) on their attitudes toward AI and their usage of such technology. The data analysis showed that while …

The Kids Aren't Alright: "Indie Sleaze Revival" And The Commodification Of Subcultures On Social Media, Lauren Mar

Scripps Senior Theses

In 2012, the “indie sleaze” subculture is accepted to have “died” — the same year Facebook bought Instagram. Named retroactively by social media in 2021, the “indie sleaze” subculture and its “revival” online provides a rich ground for investigating how and why social media converts subculture into aesthetics. Drawing on Dick Hebdige’s 1979 theory of subculture, this project considers new understandings of the political, aesthetic, and affective relationships between digital media and subcultures. In examining the evolution of “indie sleaze” from its origins and manifestations in an escapist party scene of the aughts to its online simulations from 2021 to …

Use Of The Slur “Retard” Triples On X After Elon Musk Shares The Word In A Post, Bond Benton, Daniela Peterka-Benton

College of Communication and Media Scholarship and Creative Works

A joint study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media and the Department of Justice Studies shows that Elon Musk dramatically increased content containing the slur “retard” on X after using the term in a post. Highlights from the study include:

• A 207.5% increase in posts containing the r-word on X.
• 312,642 posts using the term r-word identified in the period studied.
• Google Trends Analysis showed a similar increase in online search activity related to the r-word.
• Indication of a broader …

Engaging The Plus-Size Community Through Social Media And Public Relations, Esperanza Chavez

University of the Pacific Theses and Dissertations

This thesis explores which platform, TikTok or Instagram, best supports engagement andcommunity building for the plus-size audience. Grounded in theories by Goffman, Berger & Luckmann, and David Meerman Scott’s 85-10-5 Rule, the study combines strategic PR methods with digital media tools to elevate plus-size voices. The campaign included 30 Instagram posts, 35 TikToks, street interviews, and a podcast series, all designed and executed for this project. Engagement was measured through likes, comments, shares, saves, follower growth, and qualitative audience feedback.

The Psychological Impacts Of Algorithmic And Ai-Driven Social Media On Teenagers: A Call To Action, Sunil Arora, Sahil Arora, John Hastings

Research & Publications

This study investigates the meta-issues surrounding social media, which, while theoretically designed to enhance social interactions and improve our social lives by facilitating the sharing of personal experiences and life events, often results in adverse psychological impacts. Our investigation reveals a paradoxical outcome: rather than fostering closer relationships and improving social lives, the algorithms and structures that underlie social media platforms inadvertently contribute to a profound psychological impact on individuals, influencing them in unforeseen ways. This phenomenon is particularly pronounced among teenagers, who are disproportionately affected by curated online personas, peer pressure to present a perfect digital image, and the …

Emotional Diplomacy From Tel Aviv To Baghdad: Analyzing The Impact Of Emotional Appeals On Social Media Engagement, Soheil Kafiliveyjuyeh

LSU Doctoral Dissertations

This study investigates the use of emotional appeals in the diplomatic communication of U.S. ambassadors in the Middle East. In the realm of diplomacy, actors might strategically and deliberately exhibit emotions to shape and control how their nation is perceived internationally. The project's primary objective is to explore the effectiveness of emotional appeals in generating social media interactions with politicians’ and ambassadors’ messages, and in building relationships with their target audience through these engagements. Using three studies, I examine the diplomatic communications of U.S. ambassadors in the Middle East by focusing on their utilization of Twitter/X and emotional diplomacy strategies. …

Emotionally Stimulated Activism On Tiktok: The Impact Of Exposure To Audiovisual Moral Violation On Collective Action In The “Woman, Life, Freedom” Movement, Laila Abbas

Theses and Dissertations

This thesis unravels new, decentralized mechanisms for mobilization that challenge the traditional understanding of the ‘group-based psychology of collective action.’ By focusing on the Iranian “Woman, Life, Freedom” movement, the study proposes a model that integrates traditional motives for collective action, emotions of different valence, and TikTok audiovisual moral violation stimuli. The proposed model allows for a more complex empirical understanding of the phenomenological experience needed for participation in digital environments. Theoretical assumptions in the current work were guided by the Social Identity Model of Collective Action (SIMCA), the Encapsulated Model of Social Identity for Collective Action (EMSICA), and the …

Framing The Fight: Revolutionary Feelings In Virtual Communities, James Reilly

Dissertations, Theses, and Capstone Projects

This study considers how social media impacts emotional processing, and ultimately social movement development. Through a multidisciplinary lens, I explore how social media fits within larger media ecologies, particularly during times of social upheaval and collective action. Grounded in an examination of organizational efforts in advance of the 2011 Egyptian revolution, I look at how communication patterns create common emotional cues that help form the movement. Considering framing, emotional habitus, and subjective agency within digital spaces, I demonstrate how social media has emerged as an articulating space for social movements to develop and plan before drawing wider, offline populations to …

Green Fame On Tiktok Analyzing Digital Persuasion Appeals On Climate Change Discourse Among The Public And Youth., Sherry Ayad

Theses and Dissertations

In a constantly changing media ecosystem, TikTok is gaining prominence and attention, particularly among youth and Gen Z. The platform’s unique affordances are recently being utilized by young voices to promote self-expression and social activism. Consequently, TikTok’s changing nature is giving space for serious social and political issues impacting the future of young generations on topics such as climate change. By analyzing the top N=400 TikTok videos from the 27th Conference of the Parties (COP27) to the 28th Conference of the Parties (COP28), this study contributes to rare knowledge of utilizing TikTok’s affordances in scientific and political topics such as …

Critical Multimodal Discourse Analysis: A Case Of A Palestinian Movement, Mohammedwesam Amer

An-Najah University Journal for Research - B (Humanities)

The paper examines digital discourses of and on the Palestinian movement, Hamas on Twitter. The data corpus contains tweets and retweets by Shehab News Agency (Hamas’s agency), and all tweets associated with the hashtag #hamas and produced by any tweeter. The data resources were extracted in January 2022. The paper uses Kress and Van Leeuwen’s (1996 & 2006) social semiotic approach and critical discourse tools to examine online, textual and visual features of tweets. The findings show that the word occupation الاحتلال is the most frequent word in the tweets of Shehab News Agency, and it is associated with hashtags …

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 …

Identifying Barriers: Analysis Of Federal Law Enforcement Social Media And Recruitment Efforts, Reena Desai, Edgar Greer, Meghan Waldron

Doctor of Education Capstones

The Federal Bureau of Investigation Richmond Field Office seeks to diversify their applicant pool. In an effort to provide information on how to meet this need, our doctoral team analyzed the social media sites of six federal law enforcement agencies to include: the Federal Bureau of Investigation- Headquarters, Federal Bureau of Investigation-Richmond Field Office, Alcohol Tobacco & Firearms, the Federal Bureau of Prisons, the Drug Enforcement Agency, and the United States Marshal Service. By examining a 60-day window of images and their associated text on X (formerly Twitter), Facebook, and Instagram accounts, we wanted to gain a stronger understanding of …

Exploring The Impact Of Digital And Social Media On Recruiting Georgia High School Football Players By Ncaa Division 1 Universities In Georgia, Justin Phillips

Theses and Dissertations

Social and digital media integration has revolutionized the landscape of college football recruiting, offering innovative tools and strategies to enhance recruitment. Modern technology, including platforms such as X and Hudl, facilitates direct communication between high school athletes and college coaches. At the same time, companies like Route and RosterSpot employ data science and machine learning to optimize player-college matches. These technologies enable coaches to discover talent more efficiently and foster a personalized athlete recruiting experience (Booton, 2020). Additionally, social networking sites like Facebook, Instagram, and Snapchat have become essential tools in the NCAA recruiting process, allowing for real-time updates, extensive …

Incivility In 2022 Senatorial Elections, Mark Meyer

Theses/Capstones/Creative Projects

This honors capstone project will examine the effect of social media, specifically Twitter, on U.S. senate elections in 2022. It will track the tweets of personal and official campaign Twitter accounts from the end of the primary until election night in two “Toss Up” or highly contested seats in the 2022 senate elections. This project will examine the winner of the Republican and Democrat primaries only. All the tweets from the timeframe will be tracked and categorized by intention or use of the tweet. These categories will break down the tweet into what it was meant to do be it …