Mass Communication Commons^™

Rock On! Examining The Relationship Between Armed Conflict And Rock Protest Music, Dylan Conner Dunn

Senior Theses

This thesis explores the relationship between rock protest music and wars, armed conflicts, and other related events. The purpose of this research is to explore how such specific events, or war and conflict in general, influence rock songwriters. This paper examines a series of nine rock songs ranging across five decades, from the Vietnam War to the 2010s. A variety of artists wrote and recorded these songs, ranging from hard rock to classic rock, to folk rock and beyond. Some are more audially intense, lyrically visceral, and featuring explicit language, whereas others are much more stripped-back and “family-friendly.” Each of …

Using The Misinformation Exposure-Trust Framework For Audience Segmentation: Predicting Covid-19 Vaccine Hesitancy Among U.S., Jing Zeng, Jinxu Li, Nan Yu, Xi Cui, Anli Xiao Ph.D.

Faculty Publications

This study examines whether individuals’ exposure to and trust in COVID-19 vaccine misinformation can be used to segment audiences and explain variations in vaccine hesitancy and health beliefs. Using k-means clustering, a survey of 819 U.S. college students (March–May 2021) identifies four subgroups based on combinations of high or low misinformation exposure and trust: misinformation-shielded (low exposure, low trust), misinformation-vulnerable (low exposure, high trust), misinformation-resistant (high exposure, low trust), and misinformation-accepting (high exposure, high trust). These subgroups differ significantly in political ideology, vaccine hesitancy, and health beliefs. The misinformation-shielded subgroup reports more liberal views, lower hesitancy, and higher perceived efficacy, …

#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 …

“Digital Shame Shift”: From Telling The Pain To Recording The Truth — Black Maternal Health And Digital Counter-Narrative Storytelling On Tiktok, Odera Covenant Ezenna

Theses and Dissertations

This dissertation explores how digital storytelling on TikTok is used to challenge medical racism, with a particular focus on Black maternal health. Guided by Critical Race Theory (CRT) and Critical Technocultural Discourse Analysis (CTDA), the study examines how TikTok users—ranging from Black mothers to healthcare professionals—create and circulate counter-narratives through two prominent campaigns: #BlackMaternalHealthWeek and #BlackMamasMatter. These digital stories serve as acts of resistance, disrupting dominant medical discourse and amplifying the lived experiences of Black birthing individuals. The research analyzes over 2900 TikTok videos posted between 2021 and 2024, identifying key themes, storytelling strategies, and rhetorical shifts over time. The …

Framing Foreignness In Sports: The Effect Of Text And Image Frames On Attitudes Toward Australian College Punters, James Bingaman

Journal of Issues in Intercollegiate Athletics

In recent years, there has been an influx of Australian college punters receiving significant media attention. This media coverage often emphasizes these athlete’s “foreignness” by relying on cultural stereotypes. Existing research has shown that the framing of athletes – both text and image frames – can influence individuals’ attitudes and perceptions. Using a 2 x 3 (two textual frames x three visual frames) experimental design, this study sought to test the effects of “foreignness” framing on attitudes toward Australian punters and punters more broadly. The results offer several directions for sports media scholars to examine media effects related to the …

Reaction Toward Potential Resurgent Multiple Risks: Understanding Risk Information Seeking And Behavior In The Post-Pandemic Era, Shudan Huang

Theses and Dissertations

This study applies the Risk Information Seeking and Processing (RISP) model to understand how individuals seek and process information related to overlapping pandemics, including COVID-19, flu, monkeypox, and polio. These overlapping health crises have created a complex media environment, contributing to pandemic fatigue, information overload, and varied preventive behaviors. The research explores how pandemic fatigue influences informational behaviors—such as information seeking, processing, and avoidance—and how these behaviors, in turn, predict preventive behavioral intentions.

Using an online survey of 443 participants, structural equation modeling was employed to test the hypotheses. Results indicate that information insufficiency positively predicts both information seeking and …

Beyond The Plastic Facade: Unveiling The Multifaceted Discourse And Impact Of Barbie In Film, Sarah Johnson

Theses and Dissertations

This paper presents an exploration into the multifaceted dimensions of public discourse surrounding Barbie, the film released in 2023 directed by Greta Gerwig, by leveraging advanced natural language processing techniques. Employing BERTopic for topic modeling, I analyzed conversations embedded in YouTube comments from Warner Bros.'s own promotional content as well as third-party YouTube content pre- and post- the film’s release to unearth the themes and sentiments associated with the iconic character. Our primary objective was to look beyond the stereotypical perception of Barbie as a two-dimensional figure and shed light on the diverse and complex discussions surrounding her cinematic representation. …

“I’M Speaking”: Black Women Leading School Public Relations, Managing Communications And Personal Challenges, Keisa Gunby

Theses and Dissertations

Operationalizing feminist communication theory with a critical lens, this research analyzes virtual, semi-structured interviews with 13 Black women who are integral to impacting organizational culture through the brand management and narratives to the stakeholder groups of employees, parents and community members for a public school district. This study aims to describe the oppression and invisibility of Black women in school public relations and amplify their voices as they lead the communication, marketing, and promotional efforts in public school districts across the United States. The interview transcripts were analyzed utilizing NVivo software through the first round of coding initial and the …

Fan, Friend, Or Foe: An Exploratory Scale Development Of Perception Of Social Media Influencers On Instagram, Katelynn Danyell Stewart

Theses and Dissertations

This study aims to start the scale-building process of perception of social media influencers. This dissertation analyzes lifestyle Instagram influencers' followers’ perceptions of the influencer, their brand, and their communication and interaction efforts with followers through Instagram. This survey will help test the independent variables and dependent variables through the public relations lens using a combination of parasocial relationship theory, source credibility theory, and uses and gratifications theory to determine the effects and behaviors that lifestyle Instagram influencers have on their followers connected to influencer brand and influencer interactivity; and how lifestyle Instagram influencer usage, influencer authenticity, and parasocial relation …

Assessing Role Of Social Media Labels In Countering Misinformation Using Information Processing Perspective: Findings From University Of South Carolina, Ali Zain

Theses and Dissertations

In the context of online misinformation, this study integrates Heuristic-Systematic Model (HSM), Elaboration-Likelihood Model (ELM), and Motivation, Opportunity, and Ability (MOA) to investigate the impact of three social media labels on information processing and verification. It adopts experimental design with single manipulation involving undergraduate students. Psychophysiological measures (i.e., dwell time, peaks per minute, and frontal alpha asymmetry) are used along with self-report methods. Findings reveal significant effects of social media label 1 which explicitly flagged misinformation on perceived message credibility, intentions to adopt counter behaviors and information verification, and actual behaviors. The findings were also endorsed by regression analyses using …

The Unsung Heroes For Intercollegiate Athletics: Examining The Dialogic Principles Of Communication In Community College Athletic Departments, Matthew Alan Stilwell

Theses and Dissertations

The purpose of this study was to explore community college athletic departments and how they connect and facilitate messages to their stakeholders. With limited resources, it’s important to understand how the athletic departments are applying best strategies and principles of relational management. Therefore, the goal and importance of this project was to explore how a mass communication tool in Twitter and how it is used in community college athletics, an area that is not a focal point in either collegiate athletics or sport communication scholarship. Using Kent and Taylor’s (1998) dialogic principles of communication as a guide for this project, …

Understanding Podcast Advertising Processing And Outcomes: An Analysis Of Podcast Ad Types, Message Types, And Media Context On Consumer Responses, Colin Piacentine

Theses and Dissertations

Podcasting is a rapidly growing medium that is increasingly substantially in terms of both audiences and advertising revenue. This study examines the concepts of native advertising, persuasion knowledge, narrative transportation, and media context congruity as they pertain to this emerging media format. Specifically, it examines the effects of ad type (host-read/announcer-read), message type (informative/narrative), and genre (news/true crime), as well as the interactions between them, on consumer responses. Consumer responses are categorized into those relating to the podcast and those relating to the advertisement. A 2 x 2 x 2 full factorial between-subjects online experiment is conducted comparing eight podcast …

Words Evaporate, The Images Remain: Testing Visual Warnings In The Context Of Intentions To Vape Among U.S. Adults As An Expansion Of The Theory Of Planned Behavior (Tpb), Carl Arland Ciccarelli

Theses and Dissertations

This dissertation applied the Theory of Planned Behavior (TPB) model variables of attitudes, subjective norms, and perceived behavioral control, along with the variable of fear to explain individuals’ behavioral intentions to vape. Previous studies have explored the social appeal, intrigue, and potential consequences of vaping among adolescent and college student populations. However, these past studies have largely relied upon focus groups and self-reported data conducted among samples of teen, adolescent, and college student populations. Thus, the aims and designs of these previous vaping studies may have been lacking in construct validity and a theoretical approach from which to explain behavioral …

Online Information-Seeking And Cancer Screening Intention: An Analysis Of The Health Information National Trends Survey 2022, Rachel Aileen Ford

Theses and Dissertations

Online information-seeking has become common in modern life, including when patients search for health information to make informed healthcare decisions. Previous research into the effect of online information-seeking on health maintenance behaviors has been mixed. This study sought to expand the current literature concerning the online information-seeking habits of cancer patients and integrate the concept of competence to analyze the effect on cancer screening adherence. The study analyzed HINTS 6 data to examine the relationship between online information-seeking and cancer screening intention as well as the relationship between social media habits and cancer beliefs. Results showed support for competence resulting …

Contextualizing Search: An Analysis Of The Impacts Of Construal Level Theory, Mood, And Product Type On Search Engine Activity, Jackson Everitt Carter

Theses and Dissertations

This dissertation explores the world of search from the human perspective. While search engine research, both corporate and academic, has seen a growth in relevance in recent years, the relative novelty of the area in the advertising world means that many important questions remain unanswered. This work aims to expand the current state of search engine research by examining the combined impact of mood, construal level theory applications, and product type on search behavior. Additionally, this research seeks to examine psychophysiological responses from these interreacting frameworks using webcam eye-tracking technology, which was developed recently and has not been previously used …

Exploring The Agenda-Setting Dynamics Between Traditional Newspapers And Twitter During Mass Shooting Event, Yujin Heo

Theses and Dissertations

The purpose of this dissertation is to explore the intermedia agenda-setting interplay between traditional news media and Twitter in the wake of mass shooting incidents. Applying Latent Dirichlet Allocation (LDA) topic modeling to data sourced from Twitter, national, and local news, the study investigated the distinct coverage patterns and the extent of their reciprocal influence over time. The findings of this study demonstrated that, in the immediate aftermath of a shooting incident, national news outlets exerted a significant agenda-setting influence on both local media and Twitter discourse. However, as time unfolds, a mutually influential dynamic emerged across all media platforms. …

Framing Police Brutality: An Analysis Of Newspaper Coverage Of Walter Scott’S Murder, Shamira S. Mccray

Theses and Dissertations

This research analyzes news articles about the killing of Walter Scott in 2015 to determine how frames changed over time and across platforms. Previous studies have found that news coverage of police violence against Black men has not always been fair. Instead, the narrative of official sources, like law enforcement, prove dominant. These same research articles typically focus on the way national news outlets frame incidents like Scott’s.

But this thesis takes a deeper look at how state newspapers framed Scott’s murder. I analyzed the frames and sources found in nearly 200 articles published by The Post and Courier and …

The Screen And Generation Z: How Media-Streaming Services Affect Curation And Environment Of Film And Television, Collin Graham

Senior Theses

This thesis focuses on Generation Z’s relationship to media-streaming services, using both analysis of academic texts and independent research consisting of a survey and a series of interviews with Generation Z as the intended audience. The analysis of academic texts focuses on the differences in viewing behaviors/consumption between streamed film/television and non-streamed film/television more generally, as well as how these behaviors factor into Generation Z’s perception of film/television and media-streaming services more specifically. The results of the survey and interviews show Generation Z’s awareness of the pressures streaming services put on viewers to watch content in an isolated and individualized …

The Impact Of Follower-Influencer Relationship Stages On Consumers’ Perceptions And Behavioral Intentions In The Context Of Influencer Marketing, Khalid Obaid Alharbi

Theses and Dissertations

This dissertation investigates the impacts of the relationship between social media influencers and followers on consumers trusting influencers, being inspired by them, and perceiving mutual benefits in this relationship, which could increase how consumers value and respond to influencers' endorsement. Using an online panel (N = 559), the survey results indicate a stronger relationship between an influencer and a follower increases the likelihood that the follower will view the influencer as trustworthy, draw inspiration from the influencer, and perceive that they share reciprocal benefits in this relationship. The trustworthiness and inspirational value of an influencer, as well as their …

The Binge Viewing Index: Creating And Testing A New Measure, Larry J. Webster Jr.

Theses and Dissertations

Television Binge Viewing is a media consumption behavior that is in its research infancy. To date, researches have used a dichotomous variable to measure binge viewing. That measure is based on operationalizing binge viewing as having watched two to six episodes of the same television program in one sitting. This research project created and applied a continuous measure by creating the Binge Viewing Index (BVI), which is based on the duration (number of episodes) and the frequency (weekly average) of binge viewing sessions. These dimensions are structured similarly to measures for binge drinking. A national survey demonstrated the intensity of …

Gatekeeping Blackness: Roles, Relationships, And Pressures Of Black Television Journalists At A Time Of Racial Reckoning, Denetra Walker

Theses and Dissertations

Building on Du Bois’ (1903) concept of double-consciousness, Critical Race Theory, and communications theories including Gatekeeping, this dissertation aims to provide understanding of the experiences of Black broadcast journalists at a racially contentious time in American history. In 2020-2021, following the deaths of Black Americans at the hands of police and subsequent Black Lives Matter protests, and during a global pandemic, a “racial reckoning” ensued throughout the nation. The reckoning, which continued through the writing of this dissertation, was a salient issue for news media. Through my positionality as a Black female forever journalist, I interviewed 29 Black journalists who …

The Effect Of Emotional Intensity, Arousal, And Valence On Online Video Ad Sharing, Chang Won Choi

Theses and Dissertations

This dissertation examines the effect of emotional factors, such as pleasure, arousal, and intensity, on online video ad sharing. Previous studies found that the emotions evoked by online video ads could influence consumers’ ad sharing intentions. However, it remains uncertain which emotional factors trigger ad sharing behavior. Some researchers argue that positive or high-arousal emotions (e.g., excitement) exert greater influence on ad sharing than negative or low-arousal emotions (e.g., sadness). However, these studies do not explain why video ads that evoke low-arousal or unpleasant emotions are also widely shared on social media. Based on the theory of social sharing of …

“Power, Poison, Pain & Joy”: Applying A Critical Race Conceptual Model Of Implicit Racial Bias To Narratives Framing Blackness In Black Sports Columns, Black Music, And Black Journalism, Christina Lauren Myers

Theses and Dissertations

This dissertation presents a Critical Race Conceptual Model of Implicit Racial Bias to representations of African Americans in mass media to illustrate how stereotypical depictions and racist ideologies arise in media content, including by Black content creators. By bridging the concepts of implicit bias, framing theory and concepts from critical race theory through the conceptual model, I contend that content creators implicitly share racially biased beliefs. Moreover, Black content creators in expressing the authentic experiences of the Black community also do the same. Thus, Black content creators further stereotypes, majoritarian narratives as well as deficit perspectives about the Black community …

Let’S Be Friends: Examining Consumer Brand Relationships Through The Lens Of Brand Personality, Engagement, And Reciprocal Altruism, Daniel D. Haun

Theses and Dissertations

Brands have always exuded personality and status to consumers in order to promote a competent impression and induce positive perceptions and behaviors (Griskevicius, et al., 2007). In order for individuals to identify with brands, the brands must become more personable by consciously embodying a specific personality trait. Research has found that when a brand embodies a personality, there is an associated increase in consumer preference and usage (Sirgy, 1982), purchase choices for that brand (Ha & Janda, 2014; Gordon et al., 2016; Guèvremont & Grohmann, 2013; Swaminathan et al., 2009), and consumer preference and brand loyalty (Louis & Lombart, 2010; …

Go With The Flow: Testing The Effects Of Emotional Flow On Psychophysiological, Attitudinal, And Behavioral Changes, Chris R. Noland

Theses and Dissertations

Emotions are important constructs that affect the lives of everyone. Emotions play a particularly strong role in persuasion. This study examines the concept of emotional flow, a sequencing of specific discrete emotions in a strategic manner to affect attitudes and behaviors. In an experiment to understand the functions and applicability of emotional flow, an experiment was conducted using a public service announcement about melanoma that contained a sequence that flowed from humor to sadness to hope. This dissertation used both self-report as well as biometric measures of the emotional responses valence and arousal. Using Affect Priming Theory, Mood Management Theory, …

Inoculating The Public Against Misinformation: Testing The Effectiveness Of “Pre-Bunking” Techniques In The Context Of Mental Illness And Violence, Nanlan Zhang

Theses and Dissertations

The publics might be misinformed about mental illness due to frequently mentioned violence and inaccurate notions in news coverage that underlie people who have a history of mental illness are prone to be dangerous or violent. Drawing from the theories of inoculation and the psychological reactance, the author seeks to investigate the effects of using preemptive corrective message techniques (labeling, appeal to consensus, and provision of an alternative explanation) as on the method of promoting resistance to misinformation linking mental illness and violence, which is a harmful and unsubstantiated stereotype. To accomplish this research aim, the author conducted two experiments …

Portion Of Profit Donations: Csr As Public Relations Strategy And Its Relationships With Trust And Purchase Intentions, Branden Dylan Cameron Birmingham

Theses and Dissertations

This study aims to apply POP donations and messaging as a form of corporate social responsibility (CSR) research. Specifically, this study seeks to understand the relationships between communication factors of portion of the profit (POP) donations and a consumer’s intentions to purchase an item from a corporation, and the level of trust between a consumer and corporation. A key focus of this study was to determine if there is skepticism of POP donations and the impact on overall purchasing intentions, CSR communication factors, engagement, and trustworthiness. This emphasized how ethical values, decision making, relationship building, and trustworthiness are obligations between …

The Role Of Sexting In The Development Of Romantic Relationships, Max Bretscher

Theses and Dissertations

Using Knapp's stage theory of relationship communication, this pilot study examines "sexting" in the broader framework of relationship development, from initiation to termination. Likert-scale questions (1 = highly unlikely; 2 = highly likely) and open-ended questions were administered through Qualtrics to a small population (N = 45) of undergraduate mass communication students to determine on what communication technology, and in which stage(s) of relationships, is sexting most likely to occur. Quantitative results showed that Snapchat was considered the most appropriate medium for sexts (M = 4.60), followed by texting (4.27). Research that these mediums are used when relationships reach a …

Information, Identification, Or Both? A Rhetorical Analysis Of How Blm Uses Their Official Website, Candice L. Edrington

Faculty Publications

No abstract provided.

Conservative Media’S Coverage Of Coronavirus On Youtube: A Qualitative Analysis Of Media Effects On Consumers, Michael J. Layer

Theses and Dissertations

As of late November 2020, the Covid-19 pandemic killed more than 250,000 people in America despite having early warning of the virus’ lethality and some of the world’s best public health institutions. In today’s media landscape, conservative commentators have an enormous influence on President Donald Trump as well as American political discourse broadly. This study focused how the top conservative commentators on YouTube influenced their audience by their coverage of the Covid-19 pandemic. By examining over 1,600 YouTube comments from videos from February to July 2020, this paper investigates who conservative media consumers principally blamed, the socio-political influences behind those …