Mass Communication Commons^™

How Millennials Engage In Social Media Activism: A Uses And Gratifications Approach, Sasha Dookhoo

Electronic Theses and Dissertations

Millennials are the world's digital natives and its largest generation. A general perception of this generation is that they lack engagement in social-political issues. This study explores how Millennials are engaging in social media activism and whether online activism is driving offline activism behaviors. A quantitative survey of 306 participants was conducted to learn more about the gratifications Millennials obtain through social media and whether associations exist between their online and offline activism behaviors. The results showed that Millennials engage in online activism behaviors to a greater extent than offline activism behaviors. Millennials primarily gratify intrinsic needs for interaction and …

The Power Of Creativity: How Web-Based Parody Encourages Chinese Civil Participation, Amber Boczar

International ResearchScape Journal

This article investigates that relationship between e’gao (parody using web-based media) and Chinese civil participation. E’gao (恶搞 EUH-gow) uses videos, images, and text based campaigns that use humor to remove fear of political commentary and action. By detailing the development of China’s internet use, and the creation of the e’gao movement, I argue that e’gao removes the fear of participating in campaigns and movements, which criticize government policy and actions on both local and state levels, by using humor and anonymity of large online numbers. E’gao can provide a way for the common citizens to mold policy, and hold authority …

Cultural Awareness Training: Preparing New Instructors For The Millennial Student, Trisha K. Hoffman, Tara Franks, Belle Edson

Basic Communication Course Annual

It is not unusual for instructors to face challenges relating to, understanding, or motivating their students. Educators can chalk this up to a variety of factors, including differences in and between education levels, life experiences, and ascribed power roles. We argue, however, that it is the generational differences between instructors and their students that pose a much greater challenge toward the establishment of a productive teacher-student relationship and the facilitation of learning. With the age of the Millennial college student upon us, we make the case that the most important area of training for new instructors is developing cultural awareness …

A Model For The Development Of A Sustainable Basic Course In Communication, Samuel P. Wallace

Basic Communication Course Annual

The purpose of this essay is to provide clarity and direction for developing and maintaining outcome-driven courses for inclusion in general education curricula. The focus is on the basic course in Communication, but the principles can be applied to nearly any course. The outcome-driven perspective changes many traditional conceptions of the basic communication course and provides an opportunity to integrate communication content into a student’s broader college education and subsequent career. A model is proposed that can provide guidance in the development of sustainable courses that emerged from the experience with course development and implementation.

Back Cover

Basic Communication Course Annual

No abstract provided.

"Operation Red Campus”: An Experimental Analysis Of Crnc Advertisements Targeting The Millennial Generation, Ellen Mullee Schmidt

LSU Master's Theses

Using an experimental survey design, this study evaluated an advertising campaign developed by the College Republican National Committee targeting Millennials in the 2014 midterm elections. Three particular advertisements from “Operation Red Campus” were selected and tested using a pre-survey and two post-surveys. Due to data constraints, only the results of the first post-survey were used in this analysis. This campaign was designed in response to the Republican Party’s continued problems of low youth turnout and poor party perceptions. This thesis analyzes the effectiveness of the strategies employed by the CRNC to target 18-24-year-olds with this campaign, adding to the limited …

Engagement Across The Pond: The Nfl's Attempts To Increase Social Media Engagement Through The Cultural Targeting Of Messages, Isabelle Moore

LSU Master's Theses

With more and more sports organizations reaching saturation points in their current home markets, the search for new, untapped, international audiences is on. Reaching out to these new markets has been made much more simple by the digitization of communication, and particularly the global spread of social media. The NFL, as the United States’ most popular sports league has been targeting the United Kingdom as it’s next market since the mid-2000s, and has gone as far as setting up a separate UK branch of their communications division (NFL UK). The NFL faces several challenges in engaging new fans in this …

Framing Theory And Its Application To The Fracking Controversy In St. Tammany Parish, Lindsay Colleen Rabalais

LSU Master's Theses

When Helis Oil & Gas Company announced it was interested in drilling for oil in Louisiana’s St. Tammany Parish, it ignited a firestorm. The proposed drilling project would use hydraulic fracturing – or “fracking” – causing some residents to voice their concerns for the parish’s wellbeing. My thesis looks to framing theory to analyze how local media covered the issue, as well as the effects those frames might have on public policy and the lawsuits that arose out of the proposed drilling operation. I performed quantitative and qualitative content analyses of local media coverage of this issue from April 2014 …

In The Shadow Of Big Oil A Media Content Analysis Of The 'Big Oil' Stigma, Camille Nicole Ivy-O'Donnell

LSU Master's Theses

This study examined media frames newspapers use in their coverage of the oil and gas industry. A content analysis was conducted to analyze if the oil and gas industry was portrayed positively or negatively in Louisiana newspapers compared to Texas newspapers and how the coverage between states differs. This comprehensive content analysis of print media coverage analyzed newspaper articles and provided a detailed explanation of results about how the oil and gas industry was portrayed over a five-year period of time as compared to other studies, which only analyzed the industry during a crisis period. Through categorization of the frames …

Natural Order: The Case For Applying Biomimetic Design Principles To Mass Communication Technology Design, William Glass

LSU Master's Theses

In this paper I tested the effectiveness of a biomimetically designed classifier algorithm in an effort to support a new argument for the systemic application of biomimetic design principles to mass communication technology. To supplement the purely system-level test, I conducted a series of interviews with interface-level designers regarding their own design strategies, generally accepted design strategies in the field of mass communication technology design, new design strategies, and the landscape of the field in general. The findings of my test lend strong credence to biomimicry's potential systemic contribution to mass communication technology design, and the tone of the interview …

What Female Candidates Need To Know: Current Research On Gender Effects In Campaigns And Elections, Lauren Michele Leist

LSU Master's Theses

Studies show that the vast majority of people have no problem voting for a woman and that when women run they win as often as men, yet female representation remains startlingly low in the U.S. Women are 50.8 percent of the U.S. population, but they account for merely 19.4% of the 535 seats in Congress, 24.5% of statewide executive positions, 24.2% of state legislatures, and 17.6% of mayors in cities with populations over 30,000 (Center for American Women and Politics 2015). There is certainly much research dedicated to gender and politics. But what is missing from current literature is an …

The Unattainable Ideal: Walter Lippmann And The Limits Of The Press And Public Opinion, Amy Solomon Whitehead

LSU Master's Theses

Walter Lippmann’s classic work, Public Opinion, crystallized thinking about the dynamic relationship between the press and public opinion, and clarified the role of each in democracy. Evaluations of that book, however, tend to be one-dimensional. Public Opinion captured just one iteration of his thinking on the subject, not his final statement on the matter. A comprehensive survey of his writing reveals Lippmann’s views on the press and public opinion were not static, yet the attention Public Opinion receives continues to overshadow his other works; his evolving views on the press and public opinion are rarely mentioned. Although his views shifted …

Organizational Twitter Use: A Qualitative Analysis Of Tweets During Breast Cancer Awareness Month, Pratiti Diddi

LSU Master's Theses

One in eight women will develop breast cancer in her lifetime. The best-known awareness event to fight the health issue is Breast Cancer Awareness Month (BCAM). Twitter is a growing source of health information amongst users; however, little research exists into understanding how various organizations use their Twitter accounts to communicate about breast cancer during BCAM, as well as implications of this use for the health information consumers. In this context, there is also a dearth of research about if, and how organizations use behavioral change theories to tailor their social media content or not. The paper explored through qualitative …

The Spiral Of Silence In Virtual Space: Examining How Expert Participation, Digital Media Form, And Opinion Congruency Relate To Opinion Expression, Yiwei Zhang

LSU Master's Theses

This study tested the spiral of silence in both Social Networking Sites (SNS) and online discussion forums. It argued that online expert participation may influence people's willingness to take part in an online discussion. A two (opinion climate) by two (expert participation) experiment was designed to examine how expert participation influenced the relationship between people’s willingness to speak out and opinion climate with the controversial topic: abortion. In this study, the spiral of silence effect was only found when experts were present in the discussion.

Front Cover

Basic Communication Course Annual

No abstract provided.

Title Page

Basic Communication Course Annual

No abstract provided.

Editorial Board

Basic Communication Course Annual

No abstract provided.

Editor's Page, Joseph M. Valenzano Iii

Basic Communication Course Annual

Despite its nom de guerre, there is nothing “basic” about the basic communication course in colleges and universities. It has served as a locus for research into communication skills, instructional technology, speech anxiety, instructional design and pedagogical practices. All of the research on these topics impacts more than just the basic course, as it is often relevant to instruction in other courses. The work done in the basic communication course is complex and important for both our students and the discipline.

In this, the 27th volume of the Basic Communication Course Annual, there continue to appear studies that examine the …

Contents And Abstracts

Basic Communication Course Annual

No abstract provided.

The Invaluable Nature Of Speech Evaluation Training For New Basic Course Instructors, T. Kody Frey, John F. Hooker, Cheri J. Simonds

Basic Communication Course Annual

Recent reforms in higher education recognize the centrality of communication in general education programs (e.g., Association of American Colleges and Universities, American Association of State Colleges and Universities, LEAP, Common Core State Standards). As oral communication knowledge and skills are becoming recognized as integral to general education programs across the country, many basic course directors are finding themselves in the position of offering multiple sections of the course taught by multiple instructors. Additionally, basic course directors find themselves with the responsibility of providing clear measures of what they do and how well they do it. Because oral communication assessment is …

Preparing To Prepare Quality Speakers: What New Basic Course Instructors Need To Know, Luke Lefebvre, William Keith

Basic Communication Course Annual

Students should focus on practicing speaking skills, not just preliminary activities such as learning concepts about speaking. A common obstacle for training instructors is to describe the valued activity in an appropriate way. Often instructors first think the assignments included in the basic course simply are the activity the course teaches, but they are not. For example, giving an "informative speech" is supposed to help students become better public or oral communicators in general – the speech is a means to that, not an end itself.

As we contemplate the important elements for training new basic course instructors two variables …

Instructional Discussion: The Most Important Area Of Training For New Basic Course Instructors, Cheri J. Simonds, John F. Hooker, Anna M. Wright

Basic Communication Course Annual

In order to determine the most important concept to teach new basic course instructors, it is important to know what we want students to be able to do as a result of the basic course and what teaching method will best reach that outcome. One main goal of the basic course is to teach students to communicate orally and give them practice doing so. This can be accomplished through what Muller (2014) defines as instructional discussion, or “an instructional interaction where teachers and students engage together in an exploration of problems, ideas, and questions in ways that incorporate the knowledge …

Shaking In Their Digital Boots: Anxiety And Competence In The Online Basic Public Speaking Course, Joshua N. Westwick, Karla M. Hunter, Laurie L. Haleta

Basic Communication Course Annual

In response to a call for increased research on educational quality of online public speaking courses, this study assessed online course impacts on students’ (N = 147) speaker anxiety and self-perceived communication competence. A significant decrease in speaking anxiety occurred over the course of the semester, supporting efficacy of the online basic speech course at the university level. However, the predicted significant increase in self-perceived communication competence was not found, warranting additional considerations in online course designs. The significant reduction in speaking anxiety within the online course is promising and suggests that this learning goal can be met in this …

From The Outside Looking In: Employers’ Views Of The Basic Course, John F. Hooker, Cheri J. Simonds

Basic Communication Course Annual

This essay is designed to connect specific communication skills desired by employers in industry to basic course concepts. While communication is often identified as one of the most important skills for graduates seeking employment, this broad view makes it nearly impossible for basic course directors and instructors to design their pedagogy to satisfy students’ future needs. This manuscript examines a part of the 2014 Basic Course Conference where industry leaders were invited to present what they felt to be the most important communication skills and knowledge in employees and then engaged in a discussion with the attending basic course directors …

Comparisons Of Speech Anxiety In Basic Public Speaking Courses: Are Intensive Or Traditional Semester Courses Better?, Mary Z. Ashlock, William A. Brantley, Katherine B. Taylor

Basic Communication Course Annual

Students of public speaking are often asked if a basic public speaking course helped them deal with their fear of public speaking. Comparisons of anxiety levels between students enrolled in traditional 15-week semester courses and those enrolled in intensive courses has received little attention. The purpose of this exploratory, quasi-experimental study was to determine whether students enrolled in intensive public speaking courses reported higher levels of communication apprehension, i.e., speech anxiety. Participants were 722 undergraduate students who completed the Personal Report of Public Speaking Anxiety instrument. The findings indicated that students enrolled in intensive public speaking courses had significant moderate …

Connecting To Veterans In Public Speaking Courses, Alisa Roost

Basic Communication Course Annual

While much research has analyzed the role of military veterans’ centers on campus, faculty can also purposefully support veterans, a diverse group that may benefit from some accommodations. Intentional pedagogy that keeps the needs of veterans in mind can help us better support diverse populations regardless of military status. Specific issues professor may better engage include student alienation and connection, anxiety, language and clarity of directions. Professors can address issues of alienation and connection by working to create a welcoming classroom without singling veterans out. Professors should take communication anxiety among veterans very seriously as communication anxiety may be linked …

Author Biographies

Basic Communication Course Annual

No abstract provided.

Submission Guidelines

Basic Communication Course Annual

No abstract provided.

Basic Communication Course Annual Vol. 27

Basic Communication Course Annual

Full issue (196 pages, 7.0 MB)

Black Voices, White Power: Members Of The Black Press Make Meaning Of Media Hegemony, Robert Redding Jr.

Theses, Dissertations and Capstones

When a former black editor says he was told that blacks do not care about news by his white boss and a black deejay is told that his commentary is too hard hitting and not to go to an event featuring a black militant leader by his white boss, these personal accounts could be extrapolated to mean that there may still be a world filled with white privilege and an ensuing hegemonic bifurcation in a Communication Studies context. This study utilizes Afrocentricity and the agency that is denied to these two individuals to provide insight into a world where these …