Mass Communication Commons^™

Crimean Referendum: Annexation Vs Reunification. Framing Analysis Of Online News Coverage In Russia And The U.S., Anna Dedova

USF Tampa Graduate Theses and Dissertations

This thesis examines whether there is a frame difference in online news coverage of the controversial 2014 Crimean referendum by The New York Times and the Russian newspaper, Kommersant. The research is grounded in framing theory and literature on the attribution of news sources. The study is conducted in two languages and it seeks to examine how media systems, perspectives on the issue, journalistic standards, as well as cultural backgrounds and historical ties influenced framing of the event.

Sample online articles from each newspaper were selected and a quantitative content analysis was performed in order to identify the main …

Cultivating Philanthropy In Community Colleges: A Dual-Model Approach, Rachel Faith Pleasant

USF Tampa Graduate Theses and Dissertations

This study tests a model that combines relationship management theory and the theory of reasoned action. Through the collection of quantitative and qualitative data, this study provides deeper understanding of the relationship between community college students and the institution, and identifies aspects of the relationship that most influence behavioral intention to give to the institution. Using this information, public relations practitioners will be able to strategically improve areas of deficiency in the community college-student relationship, thereby increasing the likelihood that today’s students will become tomorrow’s philanthropic alumni.

Media Perceptions On Sexual Assault On College Campuses, Maggie M. Hall

USF Tampa Graduate Theses and Dissertations

For the period of 1995-2013, females ages 18 to 24 had the highest rate of rape and sexual assault victimizations compared to females in all other age groups (Lynn & Sinozich, 2014). There is an even wider problem when among student victims, 20 percent of rape and sexual assault victimizations were reported to police, compared to 32% reported among nonstudent victims ages 18 to 24 (Lynn & Sinozich, 2014). With staggering statistics on sexual assaults, it is clear that this has become a national issue, which has further developed onto college campuses nationwide. In the last decade, sexual assault has …

The Effects Of Mission Statement Design On Behavioral Intention, Jonathan David West

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to determine whether the length and readability of a mission statement contribute to stakeholder behavior regarding the mission statement. The majority of studies in the mission statement literature have not attempted to find an empirical link between mission statement design and employee behavior. This study employed a 2 (length: long v. short) x 2 (readability: low v high) post-test only factorial design to test the relationship between message design and beliefs about the mission statement. Students at a large southeastern university (n=212) were shown the one of four treatments and asked to …

Impact Of A Brand Crisis On Nation Branding: An Analysis Of Tweets About Vw’S Emissions Crisis, Kara Julie Whytas

USF Tampa Graduate Theses and Dissertations

On September 18, 2015, the U.S. Environmental Standards Agency (EPA) filed a Notice of Violation of the Clean Air Act to the Volkswagen Group regarding software used to intentionally deceive the EPA’s emissions tests.

Social media is an efficient way for organizations to release information and respond quickly during a crisis. Not only are organizations posting on social media sites, but consumers are increasingly turning to social media sites, such as Twitter, during crises to share information and opinions.

The VW crisis may impact Germany’s nation brand, as predicted by more recent country-of-origin literature. The country-of-origin effect occurs when the …

Avatar Self-Identification, Self-Esteem, And Perceived Social Capital In The Real World: A Study Of World Of Warcraft Players And Their Avatars, Melissa Watts

USF Tampa Graduate Theses and Dissertations

This study explored the relationship between people who play massively multiplayer online roleplaying games (MMORPGs) and their avatars, as well as the impact on players’ self-esteem and perceived social capital in the real world. To examine these influences of online video gameplay, this research investigated gamers who play the popular MMORPG, World of Warcraft (WoW). This study employed an online survey made available on Reddit, a widely-used news, entertainment, and social-networking website, in which all the content is user-generated. The research questionnaire was intended to reveal the bond between MMORPG players and their avatars; the study examined how this relationship …

The Cultivation Of Eating Disorders Through Instagram, Kendall O'Brien

USF Tampa Graduate Theses and Dissertations

A profusion of research has been dedicated to the effects of new media on body image. In an attempt to explain the inflation of eating disorders, several researchers have turned to the cultivation theory, postulating that increased interaction with these medias will lead to internalizations of the messages they disseminate. The over presence of extremely thin models and actresses can create a new reality for media users, who begin to equate thinness with beauty, power, femininity and happiness. While an abundance of research has delved into the impact of this thin ideal through television and magazines, the Internet as a …

Online Game Advertising And Chinese College Students: Attitudes, First- And Third-Person Effects, Yan Tang

USF Tampa Graduate Theses and Dissertations

The purpose of this study is to explore the relationships among Chinese college students’ attitudes toward online games and online game advertising, their perceived influence of online game advertising on themselves and others, and their attitude toward restrictions on online game advertising. The growing popularity of online games and the frequent use of advertising in promoting online gaming activities make it necessary to examine empirically the relationships among these variables. Based on a survey among 518 Chinese college students, the study found support for the mediating role of the third-person effect. It also found evidence for the first-person effect through …

Framing Occupy Central: A Content Analysis Of Hong Kong, American And British Newspaper Coverage, Mengjiao Yu

USF Tampa Graduate Theses and Dissertations

Grounded in framing theory, this thesis presents a quantitative content analysis of newspaper reporting of the Hong Kong protests, also known as the Occupy Central Movement or the Umbrella Revolution, between September 28 and December 11, 2014. The political, economic and legal implications involved have made the protests one of the most newsworthy events in the history of Hong Kong since the transfer of its sovereignty from the United Kingdom to China in 1997. This study aims to examine the various frames used in the coverage of the protests in three major newspapers that operate within different political, economic and …

First- And Third-Person Effects Of Alcohol Advertising On Chinese College Students, Dong Xue

USF Tampa Graduate Theses and Dissertations

Alcohol consumption among Chinese college students has become a serious problem. The present research examines the relationships among attitudes towards alcohol advertising, attitudes towards alcohol products, the perceived influences of alcohol advertising on the self, the perceived influences of alcohol advertising on others, and attitudes toward government restrictions on alcohol advertising. Data were collected from 578 Chinese college students via an online survey. The results supported the hypothesized relationships between attitude toward alcohol products and alcohol advertising, as well as the relationship between attitude toward alcohol advertising and perceived influence of alcohol advertising on oneself. Results also supported the looking …

I Threw My Pie For You: Engagement And Loyalty On Tv Show Facebook Pages, Tracy M. Wisneski

USF Tampa Graduate Theses and Dissertations

Facebook boasts an audience approximately three times as large as the next most popular social media networks, so it comes as no surprise that brands are devoting substantial resources to engage with their fans on the world’s most widely used social networking site. Television shows are among those brands using Facebook as a platform to connect with consumers, and their potential for fan relationships is unique from those of other brands, but there are, as of yet, no published scholarly articles for driving Facebook fan engagement and loyalty for a television show. This mixed methods study uses an ethnographic content …

On The Convergence Of Cinema And Theme Parks: Developing A Predictable Model For Creative Design, Ryan Luke Terry

USF Tampa Graduate Theses and Dissertations

The goal of this research study is to develop a model of information that will enable media conglomerates and other companies, with theme park investments, to make informed and effective decisions based on scholarly and empirical evidences. In order to do this, the following research study uses historic, scholarly, journalistic, and focus group evidences to consolidate the information necessary to create a model to support concepts and designs. The paper begins with establishing why it is important for media conglomerates, with theme park investments, to integrate cinema into the park’s design. Then it looks back through the history of cinema …

Direct-To-Consumer Messaging: A Phenomenological Examination Of Dtc Best Practices, Nicholas Dominick Fancera

USF Tampa Graduate Theses and Dissertations

This study is designed as the building of a foundation in standardizing best practices when designing Direct-to-Consumer messaging. With this being a new and expanding field of marketing and advertising for the high visibility pharmaceutical industry, an establishment of conceptual templature, around which Direct-to-Consumer messaging campaign can be built, offers an opportunity to build a new and vibrant branch on the well-established messaging field. This is particularly important when recognizing the unique needs and requirements of both the pharmaceutical industry and its audience in learning of and about new products.

This study attempted to identify current perception of Direct-to-Consumer practices …

Responding To A Rumor: How Crisis Response Strategies Influence Relationship Outcomes, Bo Breuklander

USF Tampa Graduate Theses and Dissertations

This study investigated the effects of crisis communication messaging strategies on the relationship between an organization and its key publics. This study found that none of the strategies tested had a significant impact on the relationship between an organization and its publics, however some strategies consistently influenced a relationship more than others.

Speaking Their Language: Textisms In Today's Communication, Adam Lloyd Drum

USF Tampa Graduate Theses and Dissertations

This study is an exploratory look into the use of text-based slang, or textisms, in modern communication. People use textisms in multiple media of communication, whether it is in text messages, emails, and various types of social media. This study asked a focus group about their uses and gratifications from textisms. The focus group delved into their appreciations as both users and receivers. Participants reflected on their personal experience and preferences with textisms for their personal communications as well as their opinion for various types of businesses using them in their larger message design efforts.

The participants were comprised of …

Crisis Communication And Celebrity Scandal: An Experiment On Response Strategies, Leah Champion

USF Tampa Graduate Theses and Dissertations

Recent allegations surrounding Bill Cosby presented an opportunity to combine, test, and extend situational crisis communication theory typology and image repair theory response strategies for celebrity use. Because Cosby did not respond to the numerous allegations against him, it presented an opportunity to experiment with new and existing typologies using a real case, as opposed to analyzing past response attempts or using a hypothetical case. This study used a 2 X 4 factorial design to test veracity of claims, a proposed concept, and response strategies via survey. Even though none of the hypotheses were supported, the present study opened up …

Examining Endorsement And Viewership Effects On The Source Credibility Of Youtubers, Stephanie Fred

USF Tampa Graduate Theses and Dissertations

The growth of YouTube has resulted in the industrialization of a platform that redefines mainstream success. Success measures such as endorsements and viewership are serving as motivational factors for YouTubers. YouTubers and brands want more views, but are those motivations effecting perception? While much research has focused on the effects that YouTube has on the brand, this study focuses on the effects that the brand has on the YouTuber. It also determines whether viewership affects YouTuber perception and whether it‟s a success measure worth using. Using the constructs of the source credibility theory, this study assessed the main effect of …

Climate Change, Situational Theory Of Problem Solving, And Issue Framing Effects, Michael Eddie Burch

USF Tampa Graduate Theses and Dissertations

This is an exploratory study of the Situational Theory of Problem Solving applied to the context of climate change communication. Selective exposure to politically slanted media is explored as a referent criterion and framing effects are also tested. Relationships between consumption of media characterized as conservative or liberal with referent criterion, Situational Motivation in Problem Solving, problem recognition, involvement recognition, and constraint recognition are tested.

The Accidental Motivator: Florida's Medicinal Marijuana Ballot Initiative's Impact On The Youth Vote, Robert Winsler

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to examine single-issue voting in the youth population, specifically involving the upcoming medical marijuana ballot initiative to be voted on in Florida November, 2014. Single-issue voting is becoming a more prevalent trend in American politics. The young voter demographic has historically showed the lowest percentage of voter turnout thus giving it the highest potential to influence the outcome of an election if more voters showed up to the polls. This study sought to understand if a single issue such as medical marijuana could be that motivation to go vote. Data was gathered through conducting …

Applying Public Relations Theory To Assess Service-Learning Relationships, Karen Strand

USF Tampa Graduate Theses and Dissertations

In Service-Learning (S-L) partnerships, universities and community organizations exchange resources and influence. Community engagement scholars Cruz and Giles proposed that relationships within S-L partnerships serve as units of analysis for the study of community outcomes of engagement. Yet, the scholarship of engagement lacks a suitable instrument to assess such relationships. This study brings together two lines of scholarship-relationship studies within community engagement and cocreational studies within public relations-to address the problem of assessing the community outcomes of S-L relationships, and it applies Cruz and Giles' ideas about using relationship analysis to assess community outcomes when it considers the perspectives of …

Effects Of Country Of Origin, Country Animosity And Foreign Product Usage Experiences On Product Judgement: A Study Of Chinese Customers, Cong Sui

USF Tampa Graduate Theses and Dissertations

An experiment was conducted to test hypotheses the country-of-origin, country animosity and product usage experience jointly determine the intention of product purchase. One hundred and seventy Chinese students participated in the experiment and responded to advertisements designed to promot laptop computers manufactured in Germany, Japan, India and the Philippines. Regression analysis results indicate that general product purchase intentions were significantly influenced by participants' pre-existing COO and CA perceptions. The interaction effects between COO, CA and product usage experience were also confirmed, meaning that the effects of COO and CA on purchase intentions were moderated by the variety and frequency of …

Social Media Use During The College Transition, Kevin J. Yurasek

USF Tampa Graduate Theses and Dissertations

Starting college is an exciting and pivotal time for students. During this time, the student will be faced with challenges of his or her social identity and will need to develop or modify identities based on new social situations. Previous research shows that social media play a role in identity development, but there is little information regarding the extent. Are new college students using Facebook during their transition to communicate their new identity/social group to new peers? Are they using Facebook to maintain nostalgia for previous identities/social groups? This information will be valuable to higher education professionals working with these …

An Examination Of Motives, Experiences, And Behaviors Of Mmorpg Players, Theresa Lynn Woods

USF Tampa Graduate Theses and Dissertations

Massively multiplayer online role-playing games (MMORPGs) are growing in popularity and use worldwide. This study seeks to explore the motivations and experiences of MMORPG players through an extensive online survey with more than a thousand participants (n=1,422). The findings support a complex relationship between the variables, including the direct effects of motivations and flow on the time invested by players in MMORPG play, as well as the mediated effects of motivation via flow. Causal relationships are examined in addition to the significance of direct and indirect effects on frequency of play, yielding several significant results, including (1) the overwhelming importance …

Communication Behavior Study Of Support In The Arts Using The Situational Theory Of Publics And The Theory Of Reasoned Action, Ashleigh Gallant

USF Tampa Graduate Theses and Dissertations

The Arts in the United States has been a thoroughly studied topic, largely trying to substantiate its value to society, resulting in a plethora of research that positively correlates the arts and a more healthy and successful society. Findings from various studies over the years have shown declines in arts support in the form of funding, advocacy, education, and participation (National Endowment for the Arts, 2009). Additional studies have suggested that millennials are redefining what participation means in the arts, and even the definition of the arts. The primary research question of this study is why are support for the …

British Cultural Narrative In Winston Churchill's Political Communication, Andres L. Faza

USF Tampa Graduate Theses and Dissertations

This study uses Winston Churchill's "We Shall Fight on the Beaches" speech, delivered to the House of Commons following the evacuation of Dunkirk, France in June 1940, as a source text by which to examine Churchill's use of British cultural narratives in political communication. Narrative and heuristic theories are proposed as means by which listeners process such messages. A number of rhetorical devices are defined, in order to inform a discussion of the narratives identified, particularly the means by which those narratives were rhetorically embedded in the text. After a careful examination of the source text, the narratives of knighthood …

A Study On The Depiction Of Drug Usage, Alcohol Consumption And Cigarette Smoking In Movies And Its Perceived Effect On A Young Audience. A Comparative Study Of American And Indian Cinema And Their Respective Audiences., Zain Farook Merchant

USF Tampa Graduate Theses and Dissertations

This study analyzes the depiction of drug usage, cigarette smoking and alcohol consumption in

movies in terms of character stereotyping and typecasting. Because movies are focused on making money they are being used as marketing tools by alcohol and cigarette conglomerates (Grube, 2004). The study also explores youth perception of such content and tries to determine the behavioral implications or influence of such content on young children. The goal of this research is to analyze the social cognitive influence of movies on the youth and the effects of censorship in movies today. The research compares this effect in the two …

Facebook Users' Feedback Of Restaurants: Does It Affect Other Users?, Lauren Rose Webber

USF Tampa Graduate Theses and Dissertations

Due to the popularity of social media and an increase in the engagement of social care, traditional word-of-mouth communications has been replaced by electronic word-of-mouth (e-WOM). Facebook, the most popular website in the United States, is home to nearly 18 million brand or business pages and may be accessed by social media-users aiming to engage in social care, which is customer service via social media. Extending existing research, this study employed in-depth interviews to determine whether or not social media-users are affected by the feedback of other users on restaurants' Facebook pages. The results of this study suggest that Facebook …

The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden

USF Tampa Graduate Theses and Dissertations

Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …

Organization Public Relationships On Social Media: The Experience Of Those Who "Like" Oreo On Facebook, Rodobaldo Miguel Gonzalez Iii

USF Tampa Graduate Theses and Dissertations

Despite a growing amount of research on social media, little research has been conducted to investigate why consumers connect with brands on Facebook. As companies continue to expand their presence to the social networking website, a gap in research on social media has formed. This study focuses on consumer's connection with a brand on Facebook. To do this, this research focuses on the connection of consumers with Oreo on the website to identify the environment created that engages those who connect with the brand online. Oreo was selected as the focus of the research due to its popularity on Facebook …

Media Propaganda: A Framing Analysis Of Radio Broadcasts From U.S. To Cuba, Melissa Joy Gonzalez

USF Tampa Graduate Theses and Dissertations

The purpose of this qualitative study is to analyze the dominant propaganda strategies that were reflected in an hour-long program of Radio Martì, a broadcast produced on behalf of Voice of America in the United States and aired to Cuba. Through propaganda techniques, a content analysis was used to determine which strategies were present in the commentator's coverage of the program, El Dia de la Prensa Libre on May 3rd, 2012. This study uncovered propaganda strategies, including testimonials, flag-waving, glittering generalities, appeal to prejudice, image manipulation, over-simplicity, assertion, and third party technique, that were utilized in an effort to present …