Mass Communication Commons^™

Framing #Metoo Movement In China A Content Analysis Of China Women’S News Coverage, Wenminzi Wu

USF Tampa Graduate Theses and Dissertations

Grounded in the framing theory, this article examined a differential study by content analysis. After the #MeToo movement rapidly trended in at least 85 countries including China, many people’s life and mind have been changed. The purpose of this study was to explore the frames used in the news coverage in China Women’s News referring to sexual harassment/assault and to examine how far the sense of gender equality has been changed in China especially after the #MeToo movement began. The sample came from the online database of a total of 546 relevant coverage from 2014 to 2020 in China Women’s …

Cultivating Courage: Medical Dramas And Portrayals Of Patient Self-Advocacy, Alyssa H. Harrell

USF Tampa Graduate Theses and Dissertations

This study investigated the influence of medical dramas on perceptions of patient self- advocacy. With a purposeful sample of college students, the study explored perceptions of information seeking preferences of a medical drama patient. With a quasi-experimental design using an online questionnaire containing both qualitative and quantitative measures, the study was able to compare four unique variables to perceptions of the information seeking preferences of a medical drama patient. The study analyzed the influence that (1) medical drama exposure, (2) patient advocacy rating, (3) perceived realism of medical dramas, and (4) previous experience healthcare each had on college students’ perceptions …

The Influence Of Hate Speech On Tiktok On Chinese College Students, Tengyue Chen

USF Tampa Graduate Theses and Dissertations

The purpose of the research is whether Chinese college students' attitudes to hate speech and hate speech censorship systems will be affected by the hate speech in TikTok. Meanwhile, the research could explore the third-person effect of hate speech on TikTok on Chinese college students. An online survey was designed for this research. 658 participants who are college students in China completed the online survey. The results showed that Chinese college students believed hate speech on TikTok would affect themselves, while others will affect less by hate speech. The results also stated that the attitude toward the censorship system affects …

Asian Male Stereotypes: An Investigation Of Current Beliefs About Asian Males And Stereotypes Perpetuated By U.S. Modern Cinema, Noelle Knopp

USF Tampa Graduate Theses and Dissertations

This is a triangulated two-part study with a quasi-experiment design. Study Part 1 performed a textual analysis supported by the theory of framing on the films Crazy Rich Asians, To All the Boys I’ve Loved Before, Always Be My Maybe, and To All the Boys: P.S. I Still Love You to find commonalities among portrayals of prominent East Asian male characters. Using Wong et. al’s findings of common perceived stereotypes by Asian American males, the author used the six traits defined by Wong et. al as a base to see if the films corresponded to or deviated from the stereotypes …

Feasting On Words: What University Students Learn When They Study Food Writing And Food Media, Janet K. Keeler

USF Tampa Graduate Theses and Dissertations

The use of food in college curriculum is unique in its ability to create lasting impact because of the keen interest millennial and Generation Z students have in what they eat and drink. Studying media with food at its core is an underutilized mechanism to show how food intersects with the lives of all people thus encouraging students to look beyond their own experiences to consider the wider society. A program evaluation of 10 semesters of food writing and food media courses at a Florida public university reveals the ways in which students make deeper connections to culture and current …

One News Event, Three Media Frames, Le Xin

USF Tampa Graduate Theses and Dissertations

As a protest movement that has attracted international attention, the 2019 Hong Kong protest has become the focus of media and public attention due to political issues involving China mainland and Hong Kong. The reporting process and framing of news media for news events is actually a process of selecting and reorganizing related events. The media of different countries also reported the 2019 Hong Kong Protest like this process. However, the reporting frameworks in different media organizations are also completely different because of the differences in the nature, positioning, and political factors of those media. Based on the framing theory, …

Applying The Situational Theory Of Publics To Children's Sex Education In China, Baoyi Zeng

USF Tampa Graduate Theses and Dissertations

In China, "sex" is a sensitive, even taboo topic. In this special cultural background, the lack of sex education for children is worthy of attention. This study aims to extend the Situational Theory of Public (STP) to the field of sex education for children. The results of an online questionnaire survey among 424 Chinese parents show that a high degree of problem recognition and high level of participation in child sex education will lead Chinese parents to actively search for relevant information on this issue. Being able to identify children's sex education problems, having a low barrier to solving the …

'Golden Spike': Examining Atlanta United Fc Communications During The Launch Of The Team, Maria Tsyruleva

USF Tampa Graduate Theses and Dissertations

Atlanta United FC is a unique example of a U.S. soccer club that had set a record in the number of season tickets sold even before the team played its first game in Major League Soccer (MLS). This research constitutes a thematic analysis of the press releases created by Atlanta United during the period between the launch of the club in April 2014 through its first official game in MLS in March 2017, examining what communication strategies Atlanta United adopted as well as what brand attributes the team communicated to its audience, and how the organization did that.

The study …

Constructing A Neoliberal Youth Culture In Postcolonial Bangladeshi Advertising, Md Khorshed Alam

USF Tampa Graduate Theses and Dissertations

My dissertation examines the role of advertising in producing cultural narratives within the contemporary neoliberal economy and the historical context of Bangladesh. More specifically, based on thematic analysis of data collected from 73 in-depth interviews with Bangladeshi advertising practitioners, this study aims to understand the discursive production of youth culture in the country. The dialectical tensions between the global and local, universal, and particular inform this study. Using a postcolonial and cultural studies approach, this study investigates how Bangladeshi advertisers reconfigure, replace, or reinforce the notion of youth culture in Bangladesh. This study is significant because it: a) introduces a …

Super Bowl Ads And The Donald Trump Culture War, Jessica Barron

USF Tampa Graduate Theses and Dissertations

There have been studies that have looked at how television commercials represent or portray minorities such as gender or race. Very few have tried to look at how commercials compare to the culture, specifically in regards to a presidential term and the culture they promote. This present study examines Super Bowl commercials during the culture war led by the Donald Trump administration and looks to discover if these advertisements are becoming more diverse in comparison to the previous presidency. Using content analysis, the researcher analyzed and compared 50 commercials from three different time periods 2009-2010, 2013-2014, and 2017-2018. The categories …

Eppm And Its Effectiveness In Advertisements Of Colorectal Cancer Screening Among Young Adults, Anh T. Nguyen

USF Tampa Graduate Theses and Dissertations

Colorectal cancer is one of the deadliest types of cancer around the world and in the United States, yet it could be highly preventable by following the recommended guidelines of getting screened by the age of 50 and above. The focus of this study was on the Extended Parallel Process Model and sought to understand the efficacy and threat components in the fear appeal messages in the context of colorectal cancer screenings. Specifically, the study examined how young adults react when being exposed to those messages and whether they intended to discuss with their parents about it. The study also …

A Case Study On Black Twitter’S Reactions To The Framing Of Blacks In Dove’S 2017 Facebook Advertisement, Shereena Farrington

USF Tampa Graduate Theses and Dissertations

Insensitivity to racial issues has long been one of the main causes of controversy in the marketing field. Among many brands to have caused outrage across social media, is the notable brand, Dove. The criticism that the veteran brand received has shown that even experienced marketers can still find themselves being accused of insensitivity or even racism (Ma, 2018). The gaffe of an advertisement released by Dove in 2017, serves as the impetus for the need for diversity in brands. Given today’s complex society, the purpose of this study is to identify themes that emerged in Black Twitter’s responses to …

Developing Design Elements For A Parkinson’S Disease Informative Website: A Social Marketing Approach, Emilie R. Madsen

USF Tampa Graduate Theses and Dissertations

Parkinson’s disease is a neurodegenerative disease with no known cause or cure. No two cases are identical, meaning that every individual will present different symptoms and will have a different progression of the disease. Me Over PD is an initiative created to aid newly diagnosed PD patients and care partners in navigating the complexities surrounding the disease and live a more informed life with PD. Considering Me Over PD, the present research works to understand the experiences of PD patients and care partners upon diagnosis and after, and gauge what elements and information would be most beneficial to these individuals …

Evaluation Of Native Advertisement Though Third Person Effect Theory: An Experimental Design, Inga Nafetvaridze

USF Tampa Graduate Theses and Dissertations

The main purpose of this research is to determine how people evaluate native advertising in order to figure out how ethical is a native advertising practice. The Third Person Effect Theory was applied to this study. It enables to examine people’s attitude toward native advertising. An experimental design was developed. Participants were exposed to three types of ads to find out if they are able to recognize native ads among other advertisements. The total number of participants was 386. The results were analyzed via ANOVA. The main finding of this study states that individuals perceive the native advertisement in a …

Media Fandom: Social Media Use And Collective Identity In China: A Case Study Of Z.Tao’S Weibo Fandom, Mier Sha

USF Tampa Graduate Theses and Dissertations

With the advancement of information and communication technologies (ICTs), social media platforms have been widely applied in the practices of media fandom. To determine the correlation between social media use and collective identity of celebrity fandom, the current study investigated Z.Tao’s Weibo fandom as a case conducting an online quantitative survey with 100 samples and 12 in-depth semi-structured interviews. The results show that social media use significantly facilitates the construction of collective identity of celebrity fandom on Weibo through fans’ experiences of ingroup interaction and outgroup interaction.

The Roles Of Emotional Cues And Purchasing Incentives In Wechat Commerce: A Content Analysis, Xuezhu Hao

USF Tampa Graduate Theses and Dissertations

In recent years with the development of social media, a variety of business forms have also developed. In the United States, there are advertising and business forms based on social media platforms such as Facebook and Instagram. However, in China, WeChat is the mainstream social media platform with a staggering number of active online users. As a mainstream social media platform, WeChat has extended a new business form, which is the Micro-business. With the changes in purchasing needs and economic forms, more and more people are participating in Micro-business buying and selling transactions. The formation of a new type of …

People With Parkinson’S And Care Partners Of Pwps’ Uncertainty Management Through Information Strategies, Amy Haywood

USF Tampa Graduate Theses and Dissertations

This thesis explores how people with Parkinson’s (PwP) and care partners of PwP manage the uncertainty surrounding Parkinson’s disease (PD). PD causes both motor and cognitive decline in patients, which may affect each individual differently (Williamson, Simpson, & Murray, 2008). There is no-known cure or cause for PD, meaning it is shrouded in uncertainty from the first symptom to the ongoing management process. This disease also affects care partners because of its variability in symptoms and progression. For this reason, this research, which is part of a larger study, interviewed both care partners of PwP (n= 10) and those diagnosed …

The Role Of Influencer Endorsement In Consumer Brand Engagement On Sina Weibo, Xiaofan Wei

USF Tampa Graduate Theses and Dissertations

The strength and effectiveness of influencer advertising and influencer marketing make them becoming more and more popular on social media. Consumer online brand engagement, including consuming, contributing, and creating brand-related content, is closely related to a brand’s reputation and image. This study aims to determine how the two aspects related to influencer endorsement – influencer-follower parasocial interaction (PSI) and influencer-brand congruence -- affect three levels of consumer online brand-related activities (COBRAs) on Sina Weibo. Another purpose of the current study is to examine the mediation effect of personal identity (PI) and social identity (SI) in the relationship between influencer-follower parasocial …

A Research On Esports Users’ Motives And Satisfaction In China The Case Of League Of Legends, Qianyin Sun

USF Tampa Graduate Theses and Dissertations

This research mainly explores the motives and satisfaction of Chinese eSports users. Due to the changing role of eSports in China this year, the attitude of Chinese society towards eSports has changed from depreciation to praise, and the identity of belonging sense of game players has become one of the motives for them to continue playing League of Legends (LOL). In addition, as a milestone in eSports field, the playability of LOL itself and its pastime and social functions as a mass media will affect the motives and satisfaction of players. This survey used online survey to investigate the satisfaction …

The Research On The Determinants Of Users' Willingness To Pay For Chinese Paid Sports Model Based On Use And Gratification Theory, Jing Li

USF Tampa Graduate Theses and Dissertations

This study adopted use and gratification theory as a theoretical guide to explores the impact of individual needs, product variables, and copyright consciousness on audience’s willingness to pay in paid sports media in China. The most important part of this study was tested whether product variables act as a mediating factor and whether copyright consciousness plays as a moderating factor to influence the relationship between individual needs and willingness to pay. This quantitative study collects the data from a sample of 679 (valid N=568) Chinese adults who have some exposure or understanding of the paid sports model in mainland China. …

An Analysis Of The Language And The Relationship Of The President Of The Usa Related Twitter Accounts Toward The National Media, Sait Serif Turhan

USF Tampa Graduate Theses and Dissertations

This research focuses on the language tone of the United State of America’s presidentrelated Twitter accounts and the ways of the interaction with the national media with their tweets. The literature provides how politicians utilize and for what purposes they use Twitter. Framing theory was applied to conceptualize the manner of conveying messages and impressions of politicians toward the national media. Content analysis was utilized to analyze 902 mediarelated tweets to find out the ways of the interactions and language tone and the level of emotions in tweets of US president-related Twitter accounts with the national media during the period …

2018 China-United States Trade War: Framing Analysis Of Online News Coverage In The United States And China As Portrayed By The New York Times And The People’S Daily, Jiangling Huang

USF Tampa Graduate Theses and Dissertations

Grounded in framing theory, this thesis explores a differential study by content analysis. The 2018 China-United States trade dispute is a major event that was officially launched by the United States and attracted worldwide attention. The ongoing trade disputes have had a huge impact on the economies of the two countries and the world economy, and a large number of news media have reported and commented on the incident. The purpose of the study was to determine the differences between news reports in the two countries depicted in the New York Times and the People’s Daily. The sample comes from …

The Role Of Social Media Journalists In Tv News:Their Effects On The Profession And Identity Of Tv Journalism, The Quality Of News, And Theaudience Engagement, Yousuf Humiad Al Yousufi

USF Tampa Graduate Theses and Dissertations

Spurred by the rapid influence of social media in the news industry, an increased number of TV news stations have started assigning dedicated social media journalists (SMJ) in newsrooms to monitor, gather, verify, share news, and engage with audiences on the streams of social media. Consequently, drawing on the diffusion of innovation theory, the present study probes into TV journalists’ perceptions of the implications of the role of this new type of TV professionals in the identity and profession of journalism, the quality of news pertaining to the verification of misinformation, and the news audiences’ attractions and viewership by capitalizing …

Womenpreneurs In A Digital Environment: Utilizing Instagram To Build A Personal Brand, Michelle N. Nuñez

USF Tampa Graduate Theses and Dissertations

Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study …

Relationship Management Communications By Nhl Teams On Twitter, Kelsey M. Baker

USF Tampa Graduate Theses and Dissertations

The sports industry is massive, bolstered by its relationship with media. A recent development in the sport industry is the advent of social media, which offers the potential for two-way communication between sports organizations and their relevant stakeholders. Relationship management theory helps cultivate an understanding of social media as a vehicle for value creation for an organization and its stakeholders. This thesis is a content analysis of relationship communications strategies on Twitter using the accounts of five National Hockey League teams.

This study builds upon existing literature by identifying stakeholder groups targeted on Twitter by NHL teams, defining subcategories in …

The Peruvian Minstrel: An Analysis Of The Representations Of Blackness In The Performance Of El Negro Mama From 1995 To 2016, Ana Lucía Mosquera Rosado

USF Tampa Graduate Theses and Dissertations

Peruvian mass media has failed in addressing and representing the cultural and ethnic diversity of its country, as the presence and representation of ethnic minorities (indigenous and Afro-Peruvian) are almost exclusively reduced to the reproduction of stereotypes in comedy shows, in which they are often racialized and the target of offenses directly related with their ethnic identities. The analysis will focus on the figure of El Negro Mama, a very popular character in Peruvian television thought to be a portrait of the Afro-Peruvian population. Through the use of textual analysis, the paper will explore of this character in order to …

Objectification Of Women In Bollywood Item Numbers, Zahabia Z. Slatewala

USF Tampa Graduate Theses and Dissertations

Although sexual objectification is commonplace in media culture, music videos provide the most potent examples of it. The current investigation makes an important contribution to the relevant literature regarding the objectification of women in song lyrics while simultaneously broadening the content used to assess objectification. It reflects the ways of objectification of women in India by analyzing Bollywood rap and item songs. Based on objectification theory, one of the primary goals in the present study was to measure differences between visual and behavioral sexual objectification, drawing on theoretically derived indicators of sexual objectification. It also concentrated on measuring the change …

Online Mmorpg Games In China: Player Motivations And The Mediating Role Of Flow, Jiaxin Liu

USF Tampa Graduate Theses and Dissertations

Massively Multiplayer Online Role-Playing Games (MMORPGs) are gaining popularity and are being used widely in China. The aim of this study is to explore the relationship between the motivation and the experience of MMORPG players, and the effects of playing MMORPG through an extensive online survey of more than 300 Chinese participants (n = 305). Specifically, the findings support the complex relationship between variables, including the direct effects on motivation and flow, on the time the players invest in MMORPG games, and the mediated effects on motivations through flow. In addition to the importance of direct and indirect effects on …

Women’S Body Image In The Media: Fitspiration On Instagram, Brook M. Bryant

USF Tampa Graduate Theses and Dissertations

Several studies have been done to examine the effects of fitspiration on body image satisfaction using social comparison theory but there has yet to be a study done using framing theory to find out what exactly these images are focusing on. This research will use framing theory to examine what characteristics and body types are being seen on Instagram under the hashtag “fitspiration”.

Using a mixed method approach, this study uses a textual analysis to first get a larger sample set of fitspiration images on Instagram. It then uses in-depth interviews to get a deeper understanding of what the general …

Body Image, Self-Esteem And Eating Disturbance Among Chinese Women: Testing The Tripartite Influence Model, Weiwei Wang

USF Tampa Graduate Theses and Dissertations

The purpose of the study is to confirm the reasons behind young Chinese women’s eating disturbances and self-esteem. The researcher uses the Tripartite Influence model to illustrate the relationship between internalization and pressures in the form of peer, family, and media pressure. It further reveals the relationship between internalization and self-esteem and eating disorders. Besides conforming with the mode of young Chinese females, it aims at finding out the reasons behind each relevant relationship. One point of the study is the different impact of media pressure on young Chinese females; the influence of media tends to be much lower in …