Public Relations and Advertising Commons^™

Ua12/2/1 College Heights Herald, Vol. 96, No. 2, Wku Student Affairs

WKU Administration Documents

WKU campus newspaper reporting campus, athletic and Bowling Green, Kentucky news. This issue contains articles:

• Collins, Michael. Rough Start – COVID-19
• Thornton, Maggie. What a WKU Student Learned from Her Experience with COVID-19
• Harkreader, Dylan & Debra Murray. Programs That Rely On Hands-on Learning Adapt to Virtual Courses
• Meyer-Thornton, Zane. Keep It Going
• Hurst, Courtney, Robin Lester & Trenton Peyton. What Is Intercultural Student Engagement Center?
• Sisler, Julie. WKU Grad Student: It’s On the Administration, Not the Students
• Kieser, Nick. Football Takes Precautions to Kick Off Season COVID-Free
• Warner, Casey: Setting Up – Football
• Gaylord, Kaden. Making It Safe to …

A Place To Grow: Social Media And The Small Business, Lilli Vehikite

Marriott Student Review

E-commerce has revolutionaized the way we shop-- yet many small businesses have yet to embrace the growth that can come through harnessing the power of social media.

Ua12/2/1 College Heights Herald, Vol. 96, No. 1, Wku Student Affairs

WKU Administration Documents

WKU campus newspaper reporting campus, athletic and Bowling Green, Kentucky news. This issue contains articles:

• Rash, Liza. Math Department Head Makes a Shocking Model Regarding Potential Campus COVID-19 Death Rate
• Bertucci, Leo. WKU Introduces COVID-19 Testing to Campus Community
• Marshall, Olivia. How Students Can Navigate Campus Facilities This Semester
• Bunton, Gabrielle. Campus Organizations Prepare to Engage Students Amid COVID Restrictions
• Deppen, Laurel. On-campus Students Who Contract COVID to be Moved to New Location to Quarantine
• Stack, Madalyn. Editorial Cartoon re: Social Distancing
• College of Health & Human Services Should Have Been More Involved in Restart Committee
• Deppen, Laurel. From the …

Promoting Community Engagement Through Basic User Tutorial Of Epa Geospatial Screening Tools, Jonas Nguyen

Master's Projects and Capstones

Social inequalities are riddled with health disparities and outcomes leading toward lower life expectancy. Communities of color, low income, and rural neighborhoods lack the voice and resources to effectively oppose industrial settlement which would likely lead to the release of toxic wastes into the water, air and ground ultimately affecting residential health. Empowering members through community engagement is a relatively new strategic process where researchers are finding mutual benefits in design, implementation, and results. This study aims to identify and promote tools for community engagement within the scope of environmental justice by working with EPA geospatial screening tools and designing …

Blame Avoidance And Image Restoration Strategies In The Mh370 Press Conferences, Ravinthar Thilaga

Student Works (2020-2029)

This study focused on the relationship between the field of crisis communication and discourse analysis. The crisis of MH370 was used as a medium to explore the blame avoidance strategies opted by four public figures in addressing the public. The public figures who were used in this research were Prime Minister Datuk Seri Najib Tun Razak, Acting Transport Minister Datuk Seri Hishammudin Hussein, Director of Civil Aviation Dato’ Sri Azharuddin Abdul Rahman and MAS CEO Mr Ahmad Jauhari. The main focus of the study was to explore the press release and to illustrate the blame avoidance strategies opted during the …

The Russian Research Center At Harvard Versus Cambridge Analytica: Influencing The Public In A Cold War, Robert Joshua Howard

Dissertations

No abstract provided.

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni

Graduate Theses and Dissertations

The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …

Ua3/10 Big Red Restart, Wku President's Office - Caboni

WKU Administration Documents

Report regarding reopening procedures for WKU after COVID-19 shutdown.

Annual Report, 2019-20, University Of Mississippi. School Of Journalism And New Media., Debora Wenger

Annual Reports

No abstract provided.

“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, …

The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg

University Honors Theses

The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive …

Driving Disruption: Assessing Uber's Corporate Identity In The Battle Over Driver Classification, Benjamin Peterson

Master's Projects and Capstones

This research analyzes the ongoing effort by Uber’s executives to prevent the reclassification of the company’s drivers from independent contractors to employees. Through rhetorical appeals made to customers, regulatory bodies, and drivers themselves, Uber’s executives are attempting to cultivate a corporate identity that portrays the company’s labor practices in a way that adheres to California’s labor laws, namely the “ABC” test for worker classification codified in Assembly Bill 5, while maintaining the company’s ill-gotten reputation as a bastion of Silicon Valley innovation. The success of this posturing hinges on attempts to conflate Uber’s labor practices with equitable social outcomes, publicize …

Truth And Consequences: With Harvey Weinstein Investigation, Rebecca Corbett Leads As The New York Times Triggers Cultural Change, Gerry Boyle

Colby Magazine

"And then, five months after the Weinstein investigation began, Corbett, her team, and the Times' highest-ranking editors hunched over a computer screen as the button was pushed. The first Weinstein story was published"

Tweeting During A Crisis: Best Practices For Public Relations (Pr) Professionals For Reputation Management During Racial Bias Cases, Gabrielle Vanadia

Seton Hall University Dissertations and Theses (ETDs)

There are multiple message strategies utilized for public relations (PR) when communicating information on Twitter during a crisis. The purpose of this study was to determine the most effective reputation repair practice(s) used during racially bias related crises surrounding three retail companies. Tweets from the crisis response phase conveying apology, corrective action, denial, evasion of responsibility, and reduce offensiveness were examined in terms of likes, retweets, and replies through a case study and textual analysis approach. Results revealed that the reduce offensiveness strategy yielded the highest overall engagement and produced a best practices guide for future public relations professionals.

Tackling Toxicity: Identifying And Addressing Toxic Behavior In Online Video Games, Matthew Lapolla

Seton Hall University Dissertations and Theses (ETDs)

Online video games are plagued with toxic behavior, which has a strong potential to cause a reputation crisis for online video game developers. A grounded theory study was conducted to determine what online video game players consider to be toxic. An analysis of online forums for Overwatch and League of Legends was conducted alongside the observation of player behavior in Apex: Legends. Behaviors that were found to be toxic include flaming, poor teamwork, trolling, cyberbullying, and hate speech. The results were used to create a series of recommendations for online video game developers in their attempts to address toxicity. …

An Analysis Of The Skill Sets Needed To Be Successful In Nonprofit Public Relations, Hannah Williamson

Honors Theses

The public relations industry is ever-changing, as it evolves to adapt to societal changes. Technological advancements and social media have largely contributed to changes in the way public relations professionals attempt to reach their target publics. In fact, research shows many public relations professionals do not think the term “public relations” will accurately define the work they will be doing in the near future. As the industry changes, the job duties of public relations professionals adapt as well.

This study researched the public relations industry to understand what skill sets professionals should possess in order to be successful. The study’s …

Protecting The Image Of A Nation: Jim Crow Propaganda, Kevin Leaven

Masters Theses, 2020-current

This project investigates how the United States Information Agency (USIA) functioned as a propaganda machine on behalf of the United States government at the dawn of the Cold War and the Civil Rights Movement. Drawing from literature on propaganda, public relations, and public diplomacy, this thesis connects 20^th century American propaganda to its roots in public relations, communication studies, and psychology.

The Civil Rights movement exposed the cultural inertia of white supremacy in America for the world to see while American foreign policy makers sought to crystallize a cultural hegemony fashioned after American political, cultural, and economic systems. Although …

Thomas Kent's Paralogic Rhetoric As A Framework For Analyzing Corporate Social Responsibility Discourse, Donald E. Penner

English Department Theses

Corporate social responsibility (CSR) scholarship increasingly uses rhetorical theory as a method for analyzing contested meaning between communicants. However, the classical and social constructivist rhetorical theories typically used for analysis do not address the primary cause of contested meaning – relativism. Conversely, such theories often contribute to a dualistic worldview by utilizing internally imagined conceptual schemes for analyzing texts. This thesis proposes Thomas Kent’s paralogic rhetorical theory as an alternative method of analyzing CSR texts, and focuses on three common areas typically utilized in rhetorical analyses of CSR texts: text reception, the rhetorical situation, and genre. Where paradigmatic rhetorical theories …

Spring 2020

Conversations

Dean's Letter: With Pride and Gratitude; Free Speech and the American Way; Engagement Takes Center Stage: The new Center for Communication Engagement wants to get students, faculty and the community talking; On a Mission to Diversify Advertising: Summer BRAND camp introduces diverse students to the advertising industry; Where the Action Is: Alumna Ximena Larkin finds excitement and fulfillment in the heart of Chicago; An In-Depth View of Black Student Protests; An Eye-Opening Experience: Journalism student Nikki Roberts turns her passion for writing into a career; Around the College; Accolades

I See What You're Saying: A Deaf Culture And American Sign Language Awareness Event, Alexis M. Sejnoha

Honors Thesis

Deaf Culture and American Sign Language are an important part of the Deaf and Hard-of-Hearing community. Most people outside of this community are unaware of these aspects, and remain uneducated about them. This document is an event plan for an educational event about American Sign Language and Deaf Culture, as well as an artist statement explaining the conception and implementation of this plan, and how it was impacted by the Covid 19 pandemic.

Media Planning And Segmentation, Kim Ranger

Lesson Plans

This Powerpoint presentation focuses on databases that students will use to find information related to media planning and segmentation. Databases include: WINMO, SRDS Media Planning, Data-Planet, and WARC.

The Role Of Arkansas Ffa Chapter Reporters And Advisors, Jessica Wesson

Agricultural Education, Communications and Technology Undergraduate Honors Theses

FFA reporters are tasked with conveying the FFA brand to the public. They are supposed to follow a set of guidelines set forth by the National FFA Organization that suggests different public relation activities for them to participate in. This organization has a long history of impacting the agriculture industry, but who tells people about it?

In 2018 the University of Arkansas agriculture education, communication and technology department sent a team of students and professors traveled to the 91^st Arkansas FFA State Convention to work the media room. This team was in charge of creating different communication pieces for …

Political Public Relations Agenda-Building: A Content Analysis Of The Us 2016 Presidential Campaign Speeches, Tweets And News Stories, Emmanuel Nwachukwu

Dissertations

This study investigated the role of political agenda building of political speech and tweet in the 2016 US presidential elections and the relationships between the campaign messages and the news cycle during the election campaign period. It also used functional theory of political campaign discourse to evaluate the speech and tweets of the presidential candidates. The study utilized content analysis and analyzed 5303 units of speech, tweets, TV (CNN, FOX and NBC news) clips and news stories from New York Times and Washington Post to derive its conclusions.

The result of the study showed how tweets shaped the media agenda …

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

Evolving Crisis Communication In Social Media Era: Analysis Of Tweets And News Stories Of The Manchester Arena Bombing, Allyson R. Staton

Honors Theses

The purpose of this research study was to better understand the evolving crisis communication methods used on traditional media and social media following organizational crises such as the Manchester Arena bombing. The research was primarily conducted by analyzing the British Broadcasting Corporation (BBC) online article archives and stakeholder Twitter accounts, including @ManchesterArena, @ManCityCouncil, @ArianaGrande and @GMPolice. Tweets under the hashtags #ManchesterBombing, #Manchester, #OneLoveManchester as well as the Manchester Bombing Twitter Moment were also analyzed for crisis communication responses to understand how traditional media and social media were used to communicate with the public following this crisis.

The results of this …

Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton

Electronic Theses and Dissertations

Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared …

To Buy Or Not To Buy: Consumer Purchase Behavior Based On Lifestyle Brand Logo Colors, Chelsi Crockett

Electronic Theses and Dissertations

This research aims to examine the logos of lifestyle brands and explore whether certain logo colors elicit a purchase response in consumers. Color Theory and Impression Management Theory are examined alongside the idea of this study. Two-hundred-nine United States residents 18 years of age and older who are not color blind or color deficient participated in a voluntary online survey where they were presented with several differently colored lifestyle brand logos and then prompted to choose which color of lifestyle brand logo would prompt them to purchase a product from the brand in question. The variables of gender, age and, …

Instagram And Eating Disorders: An Empirical Study Of The Effects Of Instagram On Disordered Eating Habits Among Young Girls, Katherine Wayles

Graduate Theses and Dissertations

Scholars have studied the relationship between body dissatisfaction and social media use, particularly focusing on young women as vulnerable consumers. Many studies concentrate on the amount of media consumed, rather than the specific activities and behaviors associated with feelings of low self-esteem or poor body image. It is important to determine exactly what behaviors and social media engagements contribute to disordered relationships with food, assessing a user’s pre-existing weight/body concerns in relation to the amount and type of media they consume. Instagram in particular is included in this study, as it is an image-based social networking site where users can …

Collegiate Dance Club Marketing Plan, Aubrie Malhoit

Honors Theses

The objective of this thesis is to develop a marketing plan to support the creation and implementation of a new dance club at Western Michigan University (WMU). A situational analysis was conducted that established that there are currently no dance-related opportunities on campus that offers a low time commitment and multiple styles of dance for all skill levels of dancers. Based on primary research, this marketing plan outlines a strategy for the inauguration of a dance club that encompasses what current dance-related activities at WMU are lacking and incorporates the features students are looking for in a new dance club. …