Mass Communication Commons^™

The Role Of Food Influencers On Consumer Attitudes And Purchase Intention Towards Local Food And Beverage Brands In Myanmar Amid Foreign Product Scarcity, Ei Phyu Phyu Khaing

Chulalongkorn University Theses and Dissertations (Chula ETD)

This qualitative study examines the role of food influencers in shaping consumer attitudes and purchase intentions toward local food and beverage (F&B) brands in Myanmar during a period of foreign product scarcity. Framed by influencer marketing strategy, framing theory, and the source credibility model, the research explores how influencers navigate authenticity, credibility, and identity while promoting domestic brands amid the “empty void” left by the scarcity of foreign products. Using purposive sampling, semi-structured in-depth interviews were conducted with five Myanmar-based food influencers active on Facebook and Tik Tok. Thematic analysis revealed that influencers strategically construct authenticity through personal brand alignment, …

The Influence Of Seventeen As A Celebrity Endorser On Brand Attitude And Purchase Intention Toward Indomilk Products In Indonesia, Francesca Diva Rachmaputri

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aims to examine the influence of the K-pop group SEVENTEEN as celebrity endorsers on consumers’ brand attitudes and purchase intentions toward Indomilk among Indonesian consumers. A quantitative survey was conducted with 266 respondents who were familiar with both SEVENTEEN and the campaign. The results indicate that the credibility of SEVENTEEN significantly affects consumers’ brand attitudes, with trustworthiness and attractiveness being the most influential dimensions. Moreover, consumers’ brand attitudes significantly impact their purchase intentions. The findings demonstrate the effectiveness of using K-pop artists to influence consumer behavior and highlight the importance of selecting highly credible endorsers to enhance the …

The Influence Of Social Media Influencer Credibility On Chinese Gen Z’S Attitude And Travel Intentions Toward Thailand, Haijing Shen

Chulalongkorn University Theses and Dissertations (Chula ETD)

This research uses Stimulus-Organism-Response model and source credibility framework to examine the influence of social media influencer perceived credibility on Chinese Gen Z’s attitude and travel intention toward Thailand after Wang Xing kidnapping crisis. Via utilizing Pearson correlation coefficient and Regression analysis to analyze the data collected by an online survey with 277 respondents as valid sample size, the perceived credibility of social media influencers, especially perceived trustworthiness, has significant influence on affecting Chinese Gen Z’s attitude. Meanwhile, attitude is the strongest factor on influencing Chinese Gen Z’s intention. Noticeably, the result is indicating the mediating role of attitude between …

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. …

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

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 …

#Mmiw On Instagram: Contemporary Representations Of Missing Indigenous Women, Girls, And Two-Spirit People​, Sydney E. Cathcart, Renu Pariyadath

University of South Carolina Upstate Student Research Journal

This research paper overlooks the disproportionate number of missing persons and violence towards Indigenous groups, particularly women. Communication research has pointed to mass media lacking coverage on missing or murdered cases of Indigenous people, contributing to invisibility of the issue and lack of attention to the problem. Individual efforts to increase sources of information have been utilized in social media to make up for where mass media lacks. Social media creators who look to raise awareness, mobilize grassroot actions, and expand community ties. Content analysis was used to analyze content in Instagram under hashtags relevant to #MMIW–Missing and Murdered Indigenous …

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 …

Just As Advertised: The Perception And Effectiveness Of Artificial Intelligence In Digital Advertising, Brandon Isem Cáceres

CMC Senior Theses

What do you think when you hear “AI in advertising”? Does it spark intrigue, or does it feel like just another tech buzzword? In today’s fast-paced digital marketing landscape, connecting with consumers is a high-stakes challenge, and artificial intelligence is at the forefront of innovation. From automating campaigns to creating hyper-targeted content, AI promises efficiency and precision—but how do audiences perceive this shift? By analyzing key performance indicators (KPIs) like impressions, click-through rates, and cost-per-click in an an original A/B test, this thesis evaluates the perception and effectiveness of AI-driven advertising strategies. Combining historical insights, case studies, and an original …

Reply Stop To Stop, Molly A. M. Garrett

Theses and Dissertations

Over the course of 8 years working in progressive political strategy, 2015–2023, I became increasingly critical of the systems, formulas and tools we were using to communicate with voters. Reply STOP to Stop is documentation of my time at graduate school, of wrestling with ideas of political design, language, communication and distribution. I analyzed my past work — all the texts, emails, social media posts, print ads, web banners, videos and other miscellaneous scripted content — and wondered if we would all be better off without it. Would elections be fairer, would there be less fake news, more community building? …

Spatial Audio Studies, Kameron Neal, Movement Lab

Personal Work

Listen to Hi Song audio recording.

Exploring The Shadows: How Taylor Swift's Music Embodies Dark Sound As A Popular Music Artist, Kristyn E. Cole

Theses and Dissertations (Comprehensive)

To challenge the conceptual matter of “dark sound”, this major research paper centers around the popular music artist, Taylor Swift to demonstrate an overarching feminist wisdom in an alternative style of music to identify how Taylor Swift presents and embodies qualities of “dark sound”. Research done by D. Ferrett, Theodor Adorno, Roland Barthes and Paul C. Jasen are used to examine her popular music, and its intersections and influence on our culture and society. Using multimodal critical discourse analysis, this research paper discusses three of Swift’s songs; “willow” (evermore, 2020) for her sound, All Too Well: The Short …

Co-Creation, Interpretations And Engagement With A Movement-Based Symbol For Climate Justice: A Qualitative Inquiry, Kai Reimer-Watts

Theses and Dissertations (Comprehensive)

The climate crisis demonstrates with complete clarity the need for massive systems-level changes towards far more sustainable societies. Global and local emissions need to decline rapidly to mitigate intensifying climate breakdown, accompanied by climate and sustainability solutions, to secure a far more stable, safe, and just future for all people and all life. Within these changes, engaging in our communities is essential to support and co-create broader solutions to help advance more sustainable societies, reduce negative impacts of a changing climate, and to move towards cultures and systems that recognize natural limits and centre care for people and planet.

‘Climate …

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 …

Exploring Critical Thinking Of Smartphone Use From Elementary School Students In Kosovo, Muhamet Jahiri, Gëzim Qerimi, Dren Gërguri

Journal of Media Literacy Education

This study examined smartphone usage behaviours of elementary school students and media literacy. Data were gathered from a survey with a sample of 450 students from different schools in seven main regions of Kosovo, aged 10-15. There is no difference between males and females in smartphone access, while there is a slight difference between them in time spent using smartphones. This research clearly shows that elementary school students’ smartphone use is very high, but on the other side, it is not reflected at all in the school curriculum. There is a low level of getting advice from parents and a …

Vulnerability Profiles And Educational Demands Of Spanish University Students In The Face Of Fake News, M. Esther Del Moral Pérez, Jonathan Castañeda Fernández, Nerea López-Bouzas, M. Carmen Bellver Moreno

Journal of Media Literacy Education

This study is part of the Surfing the Waves of Fake News (SURFake) project, involving 543 Spanish university students. Its purpose is to understand the variables related to potentially risky practices students engage in on social media and their educational shortcomings. An opinion questionnaire was used to establish levels of vulnerability to fake news. The results show that the most vulnerable are the youngest and those who spend more time exposed to social media, limit themselves to consuming content, read their news superficially, and lack specific education or training. Respondents who are aware of their limitations request training to recognize …

Ela And Social Studies Teachers’ Perspectives On The Importance Of Media Literacy For Student Learning, Hillary Gould, Sam Von Gillern, Matthew Korona, Alicia Haywood

Journal of Media Literacy Education

In this study, researchers aimed to develop an understanding of how English Language Arts and social studies teachers of middle- and high-school students perceive the value of media literacy skills and competencies for their students. The research team reviewed how these teachers rated various media literacy skills utilizing a set of 15 media literacy strategies categorized into three constructs, authors and audiences, messages and meaning, and representations and reality, in a survey demonstrating their perspectives on aspects of media literacy and their importance for student learning. The 860 teachers overwhelmingly recognize the importance of media literacy competencies for their students. …

Subvertising In The Classroom: A Comparative Study On Fostering Critical Media Literacy, Inés Leal-Rico

Journal of Media Literacy Education

Subvertising, traditionally linked to counterculture and anti-consumption, is utilized in education to reveal the manipulative strategies of corporate messaging to students. Classroom use of cut-and-paste methods deconstructs advertisement messages, fostering an understanding of how needs and desires are constructed through appropriation, incorporation, and transformation tactics. This research aims to comprehend fully the implementation and impact of subvertising workshops in educational settings by analyzing six scholarly articles on applied workshops. The data, sourced from a previous scoping review on subvertising, enabled a comprehensive evaluation of methodologies and effective techniques. The study compares these cases to the ten key steps proposed by …

Attack On Titan Anime Memes: Possible Meanings And Interpretations By Young Adults., Yee-Lin Teo, Sze Seau Lee, Xin Jie Lim

Journal of Media Literacy Education

Memes have unpredictable and diverse interpretations because of their tendencies to be parodies, remixes, or mashups. This study aims to examine the possible meanings which memes may express and the interpretations of memes by young adults within the affinity space of Attack on Titan anime memes. The two-phase methodology involves analysing the memes using Shifman’s analytical dimensions of content, form, and stance, before conducting in-depth interviews with ten young adults who represent insiders and outsiders of the affinity space. The findings discuss how Attack on Titan memes normalise sexualisation, violence, and struggles such as suicidal intentions in young adults. The …

Parasocial Relationships In Children And Teens, Bradley J. Bond, Karen E. Dill-Shackleford, Jayson L. Dibble, Tracy R. Gleason, Nancy Jennings, Sara Rosaen, Rebecca Tukachinsky Forster

Communication Faculty Books and Book Chapters

"Young people have easy access to an array of fictional characters and celebrities, many of whom exist across platforms (e.g., protagonists from the graphic novel Heartstopper now appear in live-action on Netflix) and are manifested in toys and other merchandise. Children and adolescents often create powerful, socioemotional connections with fictional characters and celebrities called parasocial relationships (PSRs). Preschoolers clutching Elmo dolls, tweens fantasizing about interactions with TikTok influencers, and queer teens finding affirmation in a gay couple on Schitt’s Creek all hint at possible PSRs. These one-sided, imagined social ties might raise concerns for parents and other stakeholders; however, PSRs …

Picking Corn, Aaron Sanderford

College of Journalism and Mass Communications: Theses

Nebraska’s shifting media landscape, marked by the decline of newspapers and traditional broadcast viewership, has created an opportunity for innovative, local storytelling. My professional project, Picking Corn, is a podcast that gives voice to Nebraska’s political conversations, focusing on in-depth, long-form interviews with key political figures. Inspired by successful models like The New York Times Daily and NPR Politics Pod, this podcast aims to engage audiences by prioritizing thoughtful questions and meaningful dialogue.

In its first year, Picking Corn reached over 3,300 listeners across platforms like Spotify, Apple Podcasts, and SoundCloud. The podcast achieved a 72% episode completion rate—far exceeding …