Public Relations and Advertising Commons^™

Same Story, Different Narratives: The Influence Of Refugee Concerned Organizations On Egyptian Media, Shaimaa Gheith

Theses and Dissertations

It has been documented in the literature that media usually portrays refugees negatively, which affects how the public reacts to them. Consequently, organizations catering to refugees, referred to in this thesis as Refugee Concerned Organizations (RCOs), try to influence the media aiming to influence the public. So, they produce prepacked information and employ different communication tools. Using the agenda building theory, this research investigated the influence of communication tools used by RCOs on Egyptian media focusing on Facebook and news websites. Qualitative content analysis was conducted for 615 Facebook posts and 111 News reports and supplemented by semi-structured interviews with …

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Grace House Akron Volunteer Information And Training Kit, Lilly Wright

Williams Honors College, Honors Research Projects

Grace House Akron is a non-profit organization that provides housing and care to people on hospice who are homeless, living in indignant conditions, or do not have an able and/or willing caregiver. Over the course of Grace House’s first year in operation, they have worked alongside over 200 volunteers. Now, they are seeking to expand the demographic makeup of these volunteers. The objective of this project is to create a deliverable volunteer kit that will include 4 sections: Introduction, In-House Volunteering, Out-of-House Volunteering, and Reference Materials. This kit will streamline the process of onboarding volunteers by introducing them to the …

Research Project Poster Presentation: Cultural Normalization Of Risk?: Exploring Brain Injury In The National Football League Using Sociocultural Analysis, Ali V. Willing, Jafra D. Thomas

Kinesiology and Public Health

Background. This presentation began as an undergraduate end-of-term course project focused on sport, media, and American popular culture (April to June 2023). The poster presentation was originally presented at the 2023 annual conference of the Southwest Chapter of the American College of Sports Medicine (SWACSM), following peer-review acceptance of the project summary statement (i.e. abstract) for conference presentation.

Purpose. The presentation is published here to Cal Poly Digital Commons as a resource to future students and professionals studying topics covered in the presentation (e.g. sociological theories, cultural values and risks, sports ethic).

Resources. This webpage has several resources described below. …

Weathering The Storm: Navigating Urban Ecologies Of Communication In Times Of Crisis, Austin Hestdalen

Electronic Theses and Dissertations

This project explores cities as urban ecologies of communication in which crises emerge and are given significance within the dialogic relations cultivated among public actors attempting to make a living, together, within the shared historical-cultural contexts of everyday life. To describe cities as urban ecologies of communication is to describe them in terms of urban communication and its interdisciplinary foundations in the study of rhetoric, philosophy, planning, policy, architecture, sociology, geography, and media. The first chapter introduces the challenges of urban risk and crisis management within the complex ecologies of communication constituted by cities and reviews how ‘risk’ and ‘crisis’ …

The Cuban Missile Crisis: Civilian Response And Expectations, Celeste Nunez

Electronic Theses, Projects, and Dissertations

On October 14, 1962, an American U-2 spy plane flying over the island of Cuba discovered Soviet missiles being constructed. This discovery led President John F. Kennedy, Soviet Premier Nikita Khrushchev, and Cuban Dictator Fidel Castro into a thirteen-day negotiation period to remove the nuclear missiles from Cuba. During this time, the world was the closest it had ever been to nuclear destruction, causing stress and anxiety to many worldwide, especially the American populace, who believed they were invincible in a home front attack. Throughout this thesis, I aim to examine the Cuban Missile Crisis and nuclear fallout through the …

Call Your Elected Officials: Identifying Predictors And Audiences For Collective Climate Action, Nathan Scott Bender

Graduate Student Theses, Dissertations, & Professional Papers

Influential climate action in the United States is beyond the scope of individual actions, and instead requires collective action. This challenges governmental agencies and NGOs to promote enough collective action to inspire systemic change. Though decades of social research have identified broad trends in the drivers of this collective climate action, predictors of specific actions vary across individuals and contexts, and existing theory does not fully account for these shifting relative contributions. Additionally, the scale and urgency at which we must address climate change requires understanding and motivating climate action at all scales, from broad trends to predictors of specific …

Corporate Social Advocacy On The Blm Movement: A Content Analysis Of Corporate Responses Via Instagram, Oromidayo Racheal Tunji-Ajayi

Electronic Theses and Dissertations

Black Lives Matter (BLM) has been a concern in the US since 2013, thereby becoming an increasing interest. Several US corporations’ attention has been drawn to BLM due to its radical strategy on social media to facilitate engagements. Research shows that a company's engagement in activism by taking a stance on socio-political issues often records growth. Also, scholars have focused on corporate responses to BLM through the lenses of the implications or intentions of the brand’s engagement. This study, however, analyzes 236 corporate Instagram BLM posts through the lenses of the attributes of their responses. It is assumed that brand …

Perilous Place: Personal Stories Point To Possible Solutions To Widespread Flooding In The Mississippi Delta, Jared Poland

Honors Theses

The purpose of this thesis is to investigate and create journalistic stories highlighting the Yazoo Backwater Pumps Projects relationship to climate change while utilizing narrative storytelling techniques. Before explaining the methodology used for conducting research and interviews, the researcher describes the influence that innovations of mass communication channels have had on the way humans form groups and persuasively advocate for their positions. The researcher describes their historical perspective of mass media innovations that were vital considerations during their discovery and investigation of this politically divisive issue. The researcher more specifically focuses on the innovations that have occurred since the digital …

“I’M Real I Thought I Told Ya”: Developing Critical Media Literacy Through U.S. Latinx Digital Media Representations, Solange T. Castellar

Dissertations, Theses, and Capstone Projects

This thesis explores how audiences engage with U.S. Latinx media representations through the practice of critical media literacy. I interrogate how media consumers construct critical media literacy through interacting with U.S. Latinx figures on digital media platforms, particularly on the social-media app, Twitter, and the user-generated video content platform, YouTube. Throughout this thesis, I argue that users on these platforms who engage with U.S. Latinx pop culture figures, like Jennifer Lopez and Belcalis Almanzar (Cardi B), read, digest, and comprehend a variety of multimedia images, texts, or videos, and that this engagement becomes an accessible form of critical media literacy, …

Analyzing Tactics And Strategies In Pr Campaigns To Identify Best Practices For Targeting The Usa-Based Hispanic Population, Norky Karisa Diaz

Seton Hall University Dissertations and Theses (ETDs)

This study analyzed tactics and strategies in public relations campaigns targeting Hispanic-Americans in the United States for its effectiveness in order to identify the best practices to guarantee a successful campaign. This study included a case study examining three public relations campaigns targeting Hispanic-Americans. The case studies uncovered common themes and trends throughout the three campaigns, as well as analyzed the tactics and strategies that were implemented. This then resulted in the recommendations of the best practices for effectively targeting Hispanic-Americans throughout public relations campaigns which were, conduct extensive research, determine the theme, determine the language, and be culturally relevant.

How To Maximize Your Small Business's Impact On Social Media, Brianna J. Arnaud

University of New Orleans Theses and Dissertations

This thesis is meant to be a learning tool to help small businesses use free social media accounts as business marketing tools. The manual is broken down into chapters highlighting the importance of “Knowing your Audience,” “Branding,” “Constructing a Post,” “Using Visual Rhetoric,” and “Expanding your Audience.”. This thesis is inspired by scholars of English, internet linguistics, journalism, gender theory, professional writing, and rhetoric. It is also inspired by a survey of 18 small businesses in the Lafayette, Louisiana area. The survey helped to focus my research on the social media issues of small businesses in the southern region of …

The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran

Public Administration Master’s Projects

This qualitative case study examines the intersection of a Native-owned casino, revenue-sharing with its host community, and the impact of tourism marketing efforts vis-à-vis funds provided to the community’s tourism agency. Specifically, this report studies downtown Niagara Falls USA from the time period between 2006 and 2016, and seeks to determine whether and how funds from Seneca Niagara Resort & Casino boosted tourism marketing efforts by Niagara Tourism & Convention Corporation (NTCC). Background research and a series of elite interviews with city officials and tourism agency leaders uncovered overall positivity in terms of growth in Niagara Falls USA’s tourism efforts …

Modernizing A Podcast Media Organization Via Social And New Media Rebranding Methods, Randi A. Hair

Journalism

The following study and subsequent public relations campaign is intended to explore the difficulties, opportunities, caveats and all facets of transitioning a traditional travel media organization to new media. It unearths the pitfalls/barriers that naturally occur and aggregate over time when an organization or journalist (specifically “Journeys of Discovery with Tom Wilmer” in this scenario) has not adapted nor altered their practices for changing common practices in the media industries. In this campaign, journalist Thomas Wilmer is seeking to increase his podcast audience and digital presence.

The research conducted for this study is two-fold. Firstly, the research demonstrates best practices …

Fandom, Racism, And The Myth Of Diversity In The Marvel Cinematic Universe, Ashley S. Richardson

Undergraduate Honors Theses

The Marvel Cinematic Universe is currently one of the most commercially successful entertainment brands in American popular culture, with a range of film franchises and television series under its banner. Although the brand maintains its popularity with various demographics, the casting choices in Doctor Strange (2017) generated controversy among Marvel fans and critics alike for excluding people of color or reducing them to villains and sidekicks. This thesis examines the online commentary surrounding the casting and marketing of Doctor Strange to evaluate how social media users on Reddit, Tumblr, and Twitter come to understand race and gender through the Marvel …

On Making A Difference: How Photography And Narrative Produce The Short-Term Missions Experience, Joshua Kerby Jennings

Theses and Dissertations--Community & Leadership Development

Short-term missions participants encounter difference in purportedly captivating ways. Current research, however, indicates the practice does not lead to long-lasting, positive change. Brian M. Howell (2012) argues the short-term missions experience is confined to the limitations of the short-term missions narrative. People who engage in short-term missions build assumptions, seek experiences, understand difference, and convey meaning, as a result of this narrative. The process of telling and retelling travel stories is integral to the short-term missions experience. Drawing upon literature on tourism, narrative, development, and photography, this study intends to evaluate the inefficacy of short-term missions through the stories which …

No More Mind Games: Content Analysis Of In-Game Commentary Of The National Football League’S Concussion Problem, Jeffrey Parker

Theses and Dissertations (Comprehensive)

American (gridiron) football played at the professional level in the National Football League (NFL) is an inherently physical spectator sport, in which players frequently engage in significant contact to the head and upper body. Until recently, the long-term health consequences associated with on the field head trauma were not fully disclosed to players or the public, potentially misrepresenting the dangers involved in gameplay. Crucial to the dissemination of this information to the public are in-game televised commentators of NFL games, regarded as the primary conduits for mediating in-game narratives to the viewing audience. Using a social constructionist theoretical lens, this …

From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana

Theses and Dissertations--Communication

The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.

The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …

I'M Not Gonna Be Like That Guy: Exploring The Montana Meth Project Through The Eyes Of That Guy, Jaysen Nicole Ferestad

Dissertations and Theses

Graphic images of meth addicts have swept across Montana in television, radio and print ads as part of the state's latest anti-drug campaign, the Montana Meth Project. From a labeling perspective, the negative portrayal of meth addicts in these ads has significant implications for meth addicts in terms of their reintegration. The unintended population of drug addicts potentially affected by public service campaigns has failed to gain attention in the literature despite the implications suggested by labeling theory. This poses a significant gap in our knowledge and understanding, which this study addresses through the voice of recovering meth addicts. This …

A Historical And Analytical Study Of Feminization In The Field Of Public Relations, Taylor U. (Flumerfelt) Beatty

Selected Honors Theses

The origin of the public relations field can be traced back more than 1,000 years. The use of its basic concepts can be seen throughout history, and increased in the 19th and 20th centuries. Until the mid-1900s, the field was largely comprised of men. World War II spurred the beginning of the feminization process, which caused public relations to experience a large influx of women. The number of female practitioners has since continued to increase. Even though feminization occurred and the field is now largely female-dominated, female practitioners experience a wide variety of gender inequalities in social, professional and economic …

Promotional Ubiquitous Musics: New Identities And Emerging Markets In The Digitalizing Music Industry, Leslie Meier

Electronic Thesis and Dissertation Repository

This dissertation examines the intensifying relationship between the digitalizing music industry and corporate brands. It analyzes the ‘crisis’ and recuperation of popular music’s commodity form in the digital era; in an increasingly post-CD music marketplace, it argues, ‘artist-brands’ tied to multiple revenue streams and licensed to brand partners constitute the foundation of music’s capitalization. Contemporaneous with key shifts in music marketing and monetization strategies, advertising firms have taken increased interest in branded entertainment strategies that employ popular music. These colliding commercial dynamics have produced a proliferation of what I term ‘promotional ubiquitous musics’: original music by recording artists used by …

Untangling Neoliberalism’S Gordian Knot: Cancer Prevention And Control Services For Rural Appalachian Populations, George F. Bills

Theses and Dissertations--Sociology

In eastern Kentucky, as in much of central Appalachia, current local storylines narrate the frictions and contradictions involved in the structural transition from a post-WWII Fordist industrial economy and a Keynesian welfare state to a Post-Fordist service economy and Neoliberal hollow state, starving for energy to sustain consumer indulgence (Jessop, 1993; Harvey, 2003; 2005). Neoliberalism is the ideological force redefining the “societal infrastructure of language” that legitimates this transition, in part by redefining the key terms of democracy and citizenship, as well as valorizing the market, the individual, and technocratic innovation (Chouliaraki & Fairclough, 1999; Harvey, 2005). This project develops …

Selling Knowledge: A Sociological Analysis Of Attorney Advertisement In Las Vegas, Giselle Velasquez

UNLV Theses, Dissertations, Professional Papers, and Capstones

I analyze how Las Vegas attorneys represent themselves, their associates and clients in televised law firm commercials. I use attorney commercials as a case to explore cultural beliefs in media representations. Using an inductive method, I analyze the textual, visual, and aural symbols that appear most frequently in television commercials to interpret how law firm advertisements convey themes of attorney expertise, knowledge, ethnic and gender stereotyping. I introduce this study with a historical evaluation of the rise of advertisement in the United States. I continue discussing how the media is an important realm of discourse that affects people's identity. Using …

Consensus Building To Write Environmentally Responsive Rules For Maine's New Transportation Policy, Sondra S. Bogdonoff

Muskie School Capstones and Dissertations

The writing of Maine's transportation policy represents an innovative approach to broad based citizen participation in a policy arena (transportation) where public involvement has traditionally been limited. Through consensus building and shared stakeholder power, environmental concerns were integrated into transportation policy planning at the state level. The process offers a possible alternative to the gridlock and high expense associated with the use of litigation to resolve conflict.

Social Construction Of Sexual Equality In Distilled Beverage Advertising, Kathleen Dianne Lecoe-Cannucci

Dissertations and Theses

One aspect of the role of advertising in the process of maintaining and reinforcing or challenging the socially constructed worlds of maleness and femaleness, and especially the portrayal of the "woman's place," was explored in this study.