Public Relations and Advertising Commons^™

Academic Brands And Cognitive Dissonance, Mark Bartholomew

Contributions to Books

Published as Chapter 7 in Academic Brands: Distinction in Global Higher Education (Mario Biagioli & Madhavi Sunder, eds., Cambridge University Press, 2022).

It is hard to reconcile the research university’s supposed reason for being – the reasoned pursuit of knowledge – with its methods for building brand awareness and equity. Just like pitches for other luxury goods, the selling of higher education depends on irrational appeals devoid of information and marketing missives meant to hug the line between legally protected puffery and outright fraud. Although universities have always borrowed from the selling strategies of the commercial sphere, in recent years, …

Media Narrative Competition Between The U.S. And China During Covid-19, Zhenzhu Zhang

Dissertations

This study examines the narratives that were presented in Chinese and American media by using Dr. Li Wenliang (one of the first people who tried to raise the alarm about the outbreak of COVID-19), and the COVID-19 origin controversy as case studies to understand how these news stories conflicted and which tellings became dominant. The way these two cases have been depicted in the media has changed over time. Understanding how that depiction changed is important because it helps demonstrate how narratives function to frame crises. The current study uses narrative, and framing theories to support thematic analysis of news …

Misinformation And Disinformation: Detecting Fakes With The Eye And Ai, Victoria Rubin

Data and Test Instruments

How do we detect, deter, and prevent the spread of mis- and disinformationwith the human eye and AI? How does theory inform the practice, and how do theevidence-based research and best practices in lie-catching and truth-seekingprofessions—inform AI? The book looks into well-established human practicessuch as the routines and processes used in detective work, journalism, and scientificinquiry, and how they contribute toward innovative AI solutions. The book explainsthe principles, inner workings, and recent evolution of five types of state-of-the-artAI technologies suitable for curtailing the spread of mis- and disinformation:automated deception detectors, clickbait detectors, satirical fake detectors, rumordebunkers, and computational fact-checking tools.

Annual Report, 2021-2022, University Of Mississippi. School Of Journalism And New Media

Annual Reports

No abstract provided.

Online Legal Help-Seeking For Victims Of Intimate Partner Violence During The Covid-19 Pandemic, Christina S. Walker

Dignity: A Journal of Analysis of Exploitation and Violence

Legal, court, and criminal justice professionals regularly navigate court procedures and processes through online portals. They know where to locate applicable court rules, such as a specific section on a court website or a departmental contact. However, these tasks can be extremely daunting for laypersons seeking court assistance, especially for victims of violence who have limited time away from the abuser. To determine how state judicial branches make information available about protective order procedures and general information to a layperson, especially to victims of intimate partner violence, this study assessed court websites of five states where intimate partner violence (IPV) …

Georgia Southern University's Communication During Covid-19 Analyzed Using The Discourse Of Renewal Theory, Jessica Hickman

Honors College Theses

This research aims to analyze how Georgia Southern University handled COVID-19 through a public relations perspective using the discourse of renewal theory. In order to do this, this research looks at the communication sent from the University to the faculty, staff, and students during the time periods of March to April of 2020 and July to August of 2020. The three research questions this research will examine are: how did the University apply the discourse of renewal theory to speak to the students, faculty, and staff regarding COVID-19, how did the University use its email system to communicate with the …

Muslim Fashion Influencers Shaping Modesty In The Twenty-First Century On Social Media, Awa Sanno

Student Theses and Dissertations

The depiction of Muslim women in Western media has been a long-running joke, as they are framed to be oppressed by the burdens of their religion and the hijab. However, Muslim women have used the power of social media to counter that narrative through their large followings as fashion influencers, digital creators, food bloggers, makeup artists, lifestyle bloggers, musicians, and so much more. Specifically, Muslim fashion influencers are changing and redefining the notion of modesty throughout their posted content on social media. Many people in Muslim communities see this redefinition of modesty as a conflict with the "proper" ways of …

Examining The Intersection Of Public Relations And Vaccine Communication: An Analysis Of Audience-Centered Strategies For Evolving Health Information, Julia A. Mills

Seton Hall University Dissertations and Theses (ETDs)

In an uncertain environment, public relations (PR) practitioners provide signposts to fulfill different audience information needs. However, little research exists on the role of the PR practitioner in communicating evolving health information, especially during urgent health events like a pandemic. Through a comparative case study of PR tactics by three American public health organizations, this project aimed to understand what strategies health care professionals can use to improve communication about the COVID-19 vaccine to priority populations. The findings then informed an original artifact with six best practices for audience-centered vaccine communication.

Influence Of Corporate Values And Beliefs On Consumer Behavior, Mahmoud Gabr

Student Theses and Dissertations

This thesis asks if corporations are better off expressing their values publicly or best if value are best left unannounced. Researchers such as Caldwell (2017) and Caraway’s (2016) work will be cited regarding individual corporate responses to consumer’s reactions to the company’s values. However, there is yet to be a comparative case study between multiple corporations including Chick-Fil-A, Nike, Ben & Jerry’s, Walmart, TOMS, Equinox Group, and PepsiCo. This thesis utilizes comparative case studies analyzed using thematic analysis to compare companies that have expressed their values publicly and how those expressions influenced consumers. The findings could help corporations decide if …

Differences Between Brand Activism And Corporate Social Responsibility In Consumer Perception, Erika Marchiondo

Student Theses and Dissertations

The purpose of this thesis is to determine if there is a perceived difference among consumers between brand activism and corporate social responsibility. Taking a stand in social and political causes has become an unspoken requirement for major brands. Consumers are selective about purchasing from brands that do not adhere to ethical practices. Consumers are also demanding increased brand transparency about the philanthropical causes brands support. I want to determine how aware consumers are of acts of corporate social responsibility and brand activism, and if consumers are able to identify a fundamental difference between behaviors associated with the two terms. …

Ua12/2/1 College Heights Herald, Vol. 97, No. 8, Wku Student Affairs

WKU Administration Documents

Magazine edition of the College Heights Herald for the period April 25 - May 5, 2022.

• Murray, Debra. Anything But Common - Helm Library
• Anderson, Alexandria. If We Want Something Now, We Can Get Something Now - Hookup Culture
• Donnelly, Rose. The Expectation to Find Your Person in College
• Murray, Debra & Jake Moore. College Heights Herald to Change Print Format
• Our Year in Review
• Eenisse, Lynda. From Houchens-Smith Stadium to the NFL: The Story of Devon Key & Kristen Dadisman

Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger

Honors Theses

This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …

Ua12/2/1 Grad Guide, Wku Student Affairs

WKU Administration Documents

Magazine edition of the College Heights Herald featuring the Class of 2022.

• Crawford, Ashlyn. Dear 2022 Graduates
• Jones, Tea. Survival Guide for Post Graduate Job Prep
• Wilson, Gabby. Time for Your Close-up!
• Wilson, Gabby. Your Grad Book List
• Honeck, Adelle. Taking Risks: Advice to Graduates
• Potter College of Arts & Letters
• College of Health & Human Services
• College of Education & Behavioral Sciences
• Ogden College of Science & Engineering
• Gordon Ford College of Business
• Brush, Bailey. Grad Playlist

The Past And Present: Issues Of Male Patriarchy Throughout Historic Literature And Dominance In Media Today, Leah Moore

Undergraduate Honors Theses

Women’s subjugation to the objectification of men is a traced theme throughout the history of Western culture. In this thesis, the attributes of the male gaze will be explored via the patriarchal pioneers of literature: Dante to Petrarch to Shakespeare. The solidification of the male gaze takes place during the late middle ages as Dante Alighieri writes an infatuated love for Beatrice throughout La Vita Nuova and Inferno, demonstrating the virgin-whore dichotomy with Francesca. Similarly, Francesco Petrarch’s poetry of Rime Sparse describes the objectification and dismantling of woman for erotic pleasure and patriarchal power. The shift from early to …

Targeted: How Relevant Parties Position The Ethics Of Online Demographic-Based Targeted Advertising, Gabrielle Marie Allen

Undergraduate Honors Thesis Collection

This thesis examines how relevant parties position the ethics of online demographic-based targeting to vulnerable populations. Relevant parties fell into four categories: professional organizations, government organizations, major platforms, and activist groups. As advertising technology has rapidly evolved, relevant parties are in a unique position to shape the ethics of new technologies like demographic-based targeting. Statements from relevant parties were collected and a thematic analysis was conducted to determine the varying stances taken by each relevant party. Five stances emerged from this analysis representing how relevant parties positioned the issue: supports non-discriminatory demographic-based targeting, supports consensual demographic-based targeting, supports legal demographic-based …

Influences Of Youtube Advertising On Young Adults: A Social Identity Perspective, Nathakorn Srithong

Master's Theses

Social media sites, such as YouTube, have provided a platform for many individuals to have online communities and form their own audiences through their shared interests and a sense of belonging. YouTube exemplifies a social environment in which everyone has the potential to be both the consumer and the producer of content and suggests the speed at which social networking innovations can transform the way we interact with other users. Corporations began to deviate new strategies to engage this new online market and have created a salient area to study the potential problems that may arise when ads present cultural …

Multiculturalism In Advertising: A Look At Non-Diversification And Stereotyping In The Advertising Industry., Elise Heesch

Honors Capstone Projects

If a surveyor was to ask, how does advertising make one feel, would the responses depend on the participant’s disposition, race, and gender? All the responses would potentially be different depending on whether a white male, young Indigenous person, or black female answered. Advertising contributes a significant portion of what society is exposed to. The general population takes advertisements for granted but the message is there to sell a product. Consumers do not always realize the fabricated messages that are present in most advertisements. Desensitization has taken place in response to the strategies that the marketers use. Numerous stereotypes are …

Black Ads Matter: An Analysis Of Black Representation In Advertising., Elyssa Quinn Smith

Electronic Theses and Dissertations

During the summer of 2020 Black Lives Matter (BLM) became a rallying cry throughout the United States and the world. At that time, many individuals and organizations reflected on how they could better support the movement for equality, equity, and inclusion, but some of the results were ingenuine, perceived as virtue signaling or woke washing. In this thesis I explore the Black representation in advertising from three prominent car brands from both pre- and post-summer 2020. I analyze ads from Acura, Buick, and Lincoln to determine if they are synergistic and include multi-dimensional Black representation, criteria Burgess et al.’s (2020) …

A Content Analysis Of The Female Tiktok Influencer: How Smis Alter Their Image And Self-Presentation Based On Their Communities., Sydney R Dotson

Electronic Theses and Dissertations

Influencer marketing is a growing industry on social media platforms, like TikTok. Influencers have the power and authority to control the purchases and habits of their audiences, however, the communities of these followers can be just as influential. According to TikTok For Business (2021), “part of the excitement of [TikTok] is derived from people having the power to choose the spaces they want to be part of, and the content they want to interact with.” The purpose of this study is to determine if social media influencers alter their image and self-presentation based on their community. The study examines the …

The Impact Of Oversaturation And Corporate Identity On Csr Messages Within The Electric Car Industry, Carla White

All Theses

Rooted in the call for increased electric and zero-emission vehicles, this study aims to analyze the impact of repeated industry-wide Corporate Social Responsibility (CSR) messages on public perception. This research will test the impact of oversaturation on CSR message outcomes according to Hon and Grunig's (1999) organizational-public relationships (OPRs) scale. Additionally, this research will incorporate corporate identity (CI) framework derived from business literature to test CI's influence on CSR messages and OPR outcomes. Participant's overall trust, satisfaction, and commitment towards a company mission statement and various advertisements under differing experimental conditions will determine the effect of both oversaturation and CI …

A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm

Graduate Theses and Dissertations

The Jane B. Gearhart (JBG) Full Circle Food Pantry is a student-led program that provides food assistance for members of the University of Arkansas community. This thesis project includes a social media strategy plan that aims to increase the overall awareness of the pantry and its multifaceted services to decrease food insecurity levels at the University of Arkansas. This plan intends to create behavioral changes that expand usage of the pantry and social media engagement among UA students. Grounded in data-driven insights, this plan is designed from (i) literature on food pantry marketing techniques; (ii) a review of the pantry's …

Communicating Through A Crisis: An Analysis Of The University Of Mississippi's Initial Covid-19 Crisis Communications, Sydney Waitley

Honors Theses

This thesis, in effort to examine modern-day crisis communications, focuses on the analysis of University of Mississippi’s initial crisis communications during the COVID-19 pandemic during March 2020. The purpose of this research was to evaluate the university’s communication efforts during this crisis in order to determine the effectiveness of the University of Mississippi’s initial COVID-19 crisis communications. First, the researcher analyzed historical case studies on three notable crisis communications (the Johnson & Johnson Tylenol Crisis of 1982, the United Airlines Crisis of 2017, and the Crock-Pot Crisis of 2018). From these case studies, qualities of good crisis communications were determined …

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 …

A Wellbeing@Ksu Journey: Mapw Portfolio, Meghan Cooper

Master of Arts in Professional Writing Capstones

A process narrative and samples and complete works from my time in MAPW and as a GRA within the health and well-being departments at KSU. The portfolio showcases my journey as a communicator and professional writer and how it has impacted my current career.

Small Town To The World Wide Web: Designing A Website For A Local Business, Madison Cozzens

Honors Projects

The Raspberry and The Rose is a small business in Medina, OH, and had a multitude of visual communication issues that needed to be solved. But what's an online presence without a website? "Small Town to the World Wide Web: Designing a Website for a Local Business" focuses on fulfilling a local business's need for a strong online presence. It dives into how a user's experience on the website can impact brand loyalty, foot traffic, and overall perception of a business. The ultimate goal of this project is to provide insight into how a non-e-commerce website can impact a business.

Ua12/2/1 College Heights Herald: The Social Issue, Vol. 97, No. 7, Wku Student Affairs

WKU Administration Documents

Magazine edition of the College Heights Herald for the period March 21 - April 25, 2022.

• Murray, Debra. How Social Media Shapes Creative Lives – Alexis Mueller, Andre Swai, Gatlin Milam
• West, Christina. The Bottomless Pit of Social Media
• Anderson, Alexandria. Campus Organizations Utilize Social Media to Improve Outreach to Students
• Rutherford, Lucy. WKU Freshman Showcases Passion for Photography with Instagram Challenge – Brett Phelps

A Systems-Theory Analysis Of The Relationship Between Communication, Beliefs/Practices, Religiosity, Spirituality And Expected Future Religious Practices Of College Students, Rachel Williams-Smith

Campus Research Month

This study uses systems theory to explore relationships between individual, micro, meso, and macro factors and expected future religious practices of students studying at a Seventh-day Adventist university. The study operationalizes system theory in context of both public relations and spirituality. The primary purpose is to understand relationship between each level of systems theory and students’ expectations about future religious practices. Key recommendations include the need to increase use of digital communication tools, the value of distinguishing between understanding and belief/action at the micro level, and the importance of supporting spiritual development outside the context of organized religion.

Come Close And Listen: Exploring The Intimacy Of Audio Media, Eleanor Kingwell Sharples Hoover

Honors Theses

This thesis aims to demonstrate the power of the audio medium to connect speaker and listener, as a result of the uniquely intimate nature of the medium. By understanding how speakers and listeners connect through audio, the research reveals that the audio medium is a sustainable media outlet, one that is durable despite changes in culture in the media market, that has transformed over time, all while keeping itself within the principal constraints of its original form, that being sound as conveyed to a listener. Three interviews were conducted with individuals situated in different areas of the audio media landscape; …

Ua12/2/1 Best Of The Hill, Wku Student Affairs

WKU Administration Documents

Magazine edition of the College Heights Herald.

• WKU Favorites
• Food & Drink
• Cambridge Market
• Clothing & Gifts
• Things to Do
• Miscellaneous

Response To A Shooting: Supporting A Community’S Steps Forward, Ady Dewey

Strategic Public Relations Projects

On February 1, 2022, two security officers were killed by a gunman on the Bridgewater College campus. Our peaceful community was rocked by heartbreak. The fear, trauma, and grief of that day and the days—and months—to follow were uncharted and challenging in as many different ways as there were individuals impacted.

When the Strategic Public Relations (COMM 347) met for the first time when classes resumed a week later, after processing together their feelings and reactions to the day, they determined that they wanted to do something to help in the healing. They identified two needs: encouraging self-care and promoting …