Social Media Commons^™

#Clandestini: How Italy's Center-Right Parliamentary Coalition Frames The Migrant Crisis On Social Media, Jenna Lynn Depasquale

Dissertations and Theses

This dissertation examines the intersection of Italian neo-fascism, the Mediterranean migrant crisis, and digital media. Through a qualitative content analysis of the Twitter and Instagram posts made by Italy's center-right parliamentary coalition from 2014-2018, this research outlines frameworks that facilitate both the physical and social deaths of migrants. Twitter is a platform on which bite-sized xenophobic messages characterize migrants as criminals, spoiled youth, spreaders of infectious disease, and future terrorists--sometimes in a contradictory fashion. Instagram is a medium for conveying Italian identity and history, which disregards the longstanding contributions of people of color, including Muslims, in Southern Italy. Comment sections …

Not Just An Ad: Exploring Exposure, Persuasion Knowledge, And Health Misinformation On Social Media, Danielle Murray

University Honors Theses

This study explores how exposure to sponsored health and fitness content on social media influences users' perceptions of influencer motivation and belief in health-related misinformation. Drawing on parasocial interaction (PSR), attribution theory, and influencer marketing research, this study investigates two hypotheses: that frequent exposure to branded content is positively associated with (1) perceptions of influencers as commercially motivated and (2) belief in pseudoscientific health myths. A cross-sectional online survey (N = 104) was conducted using convenience sampling of adult social media users. Results partially supported the first hypothesis: exposure frequency was positively correlated with recognition of persuasive intent, but …

Social Media And The Technological Infrastructure Of Polarization In The United States: How Do We Move Forward?, Phoebe Cordova

Dissertations and Theses

The United States is currently experiencing extremely high levels of polarization that is unique to other times in history. One way to account for this historical difference is the fact that polarization is playing out under the novel conditions generated by technology and, specifically, social media. Thus far, work in the area of social media and polarization has primarily focused on proving a causal relationship between the two with contributions across disciplines remaining disparate without an integrative framework of understanding. Strikingly, there are few contributions from the field of conflict resolution, indicative of the more sweeping need for the field …

Queer Rural Youth Online: A Digital Ethnography, Joseph Robert Burns

Dissertations and Theses

This thesis is based on digital ethnographic fieldwork conducted in 2023 within Queer subcommunities on the social media sites Reddit and Twitter (now known as X) and data collected from interviews with Queer rural youth members of these communities. The data reveal that social media use directly influences the lives and actions of Queer rural youth, who use the space to build social connections, shape their personal identities, and seek advice pertaining to their in-person lives and decisions. By using these spaces, Queer rural youth build both bonding and bridging social capital, learn to subvert restrictions to their Internet access, …

A Multimodal Discourse Analysis Of Nasa's Instagram Account, Danica Lynn Tomber

Dissertations and Theses

In an increasingly interconnected society where science and technology are advancing at a rapid pace, knowledge dissemination, specifically in terms of public engagement and popularization, must be both encouraged and critically evaluated. As an internationally recognized government agency that is dedicated to the advancement of space exploration and present on several social media platforms, the U.S. National Aeronautics and Space Administration (NASA) provides a useful lens from which to analyze large-scale messaging of multimodal scientific information. Although there is a substantial amount of linguistic research into political and government-based messaging in social media, there is not much literature on the …

It's A Mean, Mean World: Social Media And Mean World Syndrome, Samantha Kemp

University Honors Theses

Born from cultivation theory, which suggests that media has a profound effect on viewers' perceptions of the world around them, Mean World Syndrome is a psychosocial phenomenon that describes increased levels of fear, anxiety, and pessimism, as well as an overall perception of the world as "meaner" than it actually is, as a result of heavy viewership of violence-related mass media. Mean World Syndrome has primarily been associated with television consumption, but a major societal shift towards consumption of social media instead of television over the last two decades necessitates investigation into how social media affects its users. Through an …

Conspiracy Theories And Ebola: Lessons Learned Important For Future Pandemics, Shawn C. Smallman

International & Global Studies Faculty Publications and Presentations

The public health campaign against Ebola in the Democratic Republic of the Congo faced serious challenges, some due to conspiracy theories and denial. These beliefs were so powerful that they even caused repeated attacks upon health care providers and medical centers. These conspiracy theories were nothing new, as they are a common feature of all frightening epidemics, such as HIV and COVID-19. These narratives also circulated during the 2015 West African Ebola outbreak. Addressing conspiracy theories during an epidemic requires a coordinated campaign involving not only local leaders but also the cooperation of social media organizations

You Need This: Global Fast Fashion, Environment, And Consumption Culture, Alexandra Lamm

Student Work

In looking at how global production of clothing has increased and shifted, we see the impacts in places like workers rights, environmental issues and cultural consumption. Although vastly different, through examination we will see how all are intrinsically linked. We have reached a truly global economy, and even when threatened with negative consequences of mass consumption in our daily lives, the road to actual change in the fashion industry becomes harder in time due to our dependency on the industry as a whole.

Social Media Impact On Small Brick And Mortar Businesses, David N. Bowles

University Honors Theses

This thesis examines the implementation of various strategies and goals for small to medium brick-and-mortar enterprises regarding their use of social media. Drawing from primary data collection with small brick-and-mortar businesses within the greater metro area of Portland, Oregon, the value of social media is the ability of an organization to create a sense of value for their consumers while promoting positive relations and enhancing the consumer's ability to interact with an organization on a more personal level. Focusing on the implementation of various strategies and promotional efforts to increase the success of these small businesses and align their organizational …

Governmental Persuasion Strategies On Social Media During Covid-19: A Comparative Study Of The Us And China, Fan Wang

Hatfield Graduate Journal of Public Affairs

This study compared persuasive strategies of the governments of the U.S. and China during a public health crisis using social media messages. Collecting data with R and Python from two national public health sectors' official accounts on Twitter (N = 1,630) and Sina Weibo (N = 3,554), the researcher investigated how the organizations' messages reflected Cialdini's seven principles of persuasion and whether other emergent messaging patterns occurred. According to the different phases that the two countries had gone through during the pandemic, the researcher also conducted a pooled times series analysis to investigate the relationship between the frequency of daily …

Social Media Marketing And Insurance: An Analysis Of The Impact Of Social Media Marketing On Small Independent Brokerages Of Property And Casualty Insurance, Kaylee B. Brucker

University Honors Theses

Property and casualty insurance is an intangible service. It is a large industry within the US that in most regard is perpetual. Marketing for insurance is not similar to marketing for most other services or products. The agent must relay the value to the consumer prior to them purchasing it. Further, when considering social media marketing, we find a separate strategy of marketing. Social media marketing is becoming increasingly popular, it has shown as a successful strategy for obtaining consumers' attention and their business. This success has been seen in many industries, including insurance. However, there is a lack of …

Building And Expanding Avestor’S Social Media Presence: A Capstone Review, Hope Foley

University Honors Theses

The Business capstone project involves a small team working directly with a local business to provide assistance in achieving a specific goal the company may have for their future. Through research, informational visuals, and presentations to the client, the team presents a final recommendation as to the best option to achieve the company's goal and the most effective way to implement it.

Fandom In The Digital Age: Examining Parasocial Relationships Between Fans And Music Artists On Instagram, Brittani Wert

University Honors Theses

With the rise of social media as a cultural staple in entertainment industries such as music, Instagram changes the landscape of the artist-fan connection and muddles the boundaries of parasocial relationships in a digital space. While a wealth of research exists on how fans perceive mediated relationships, the perspective of the artist and how they navigate this connectivity is missing from the discourse. This study builds on the current literature surrounding mediated artist-fan interactions and examines how music artists use Instagram to build strong, loyal relationships with fans through the lens of parasocial relationships. Through interviews with up-and-coming artists and …

Spread Like Wildfire: Assessing The Utility Of Local Facebook Groups To Inspire Citizen Communication During A Disaster, Colby Riehl

Dissertations and Theses

As traditional sources of local news and information decline, community-oriented social media services (e.g. Nextdoor, Facebook groups) are expanding (Masden, Grevet, Grinter, Gilbert, and Edwards, 2014). Thus far, community-oriented social media use remains relatively understudied. Not only do we not understand how citizens utilize these resources, we are also generally unaware of the content that they create and access using them. A survey of residents of Oregon City, OR and its environs, which were impacted by the Oregon wildfires of 2020, was conducted to assess the differences among citizens who use a local Facebook group & those who do not. …

A Remote Environment’S Effect On The News Consumption Of College Students, Amelia R. Webb

Anthós

This study investigates how PSU Honor Students' news interactions have changed with the shift to a remote environment. After conducting four interviews, it found that students' news exposure increased in a remote environment. This change caused students to be more aware of the news's mental health impacts, and they adjusted their news interactions accordingly.

North American Expatriates In Mexico: A Discourse Analysis Of Facebook Groups, Liliana Carolina Brock

University Honors Theses

North American expatriates in Mexico often live in enclaves or affluent communities at a fraction of what it would cost in the US or Canada. Despite living in Mexico for years, many expatriates are poorly integrated into Mexican culture and society. This integration is made more difficult because many are unable to speak Spanish fluently. Instead, expatriates rely on English language Facebook groups to help them navigate life in Mexico. While scholars have explored the intersections of communication and interculturalism in expatriate communities, comparatively few have explored how the internet and the presentation of self on social media (specifically Facebook) …

Building A Leader's Identity On Social Media, Morningstar Dickson

University Honors Theses

How can leaders use social media effectively to shape their identity as a leader? Based on previous scholarship, this paper argues that using an authentic leadership approach to social media usage, would balance a leader’s true identity as well as maintaining their relationship with their followers. Which would allow the leaders’ influence to be more effective. This paper consists of a literature review on authentic leadership, and trust, and then builds a conceptual model that will break down how a leader should build and present their identity on online formats. The model shows how identity on social media is a …

How To Escape 130 Years Of Being Unnatural, Incompetent, And Unviable: American Women Presidential Candidates Take To Social Media, Izabella Becherer

University Honors Theses

For 130 years, American media coverage on women in presidential races remains unchanged despite the drastic difference in women's rights. While male candidates receive commentary on their policy, women often fall into discussions about their hair, their hemline, or their husband. Three core narratives about women then stem from their media characterization: unnatural, incompetent, and unviable. Unnatural, in that women, by nature, are not meant to be in political office. Incompetent, implying women are not smart enough for political office. Unviable, arguing that America is not ready to elect a female or females are "unelectable". The key to escaping this …

Virtual Community For Fat People In Outdoor Recreation, Amber C. Stephens

University Honors Theses

This paper examines online virtual communities for fat people within outdoor recreation, and how they provide connection, complex agency, and representation for fat bodies in spaces where their bodies are seen as taboo. Furthermore, it will explore the way fat bodies have been historically viewed, the lack of representation of fat bodies in the outdoors and related communities, and the gate-keeping that occurs to those who do not conform to traditional stereotypes of an outdoorsy person. Close examination of two different Instagram accounts that highlight the fat body in the outdoors will reveal three main representational elements that are an …

Entertainment-Education Behind The Scenes: Case Studies For Theory And Practice, Lauren B. Frank, Paul Falzone

Communication Faculty Publications and Presentations

This Open Access book tracks the latest trends in the theory, research, and practice of entertainment-education, the field of communication that incorporates social change messaging into entertaining media. Sometimes called edutainment, social impact television, narrative persuasion, or cultural strategy, this approach to social and behavior change communication offers new opportunities including transmedia and digital formats. However, making media can be a chaotic process. The realities of working in the field and the rigid structures of scholarly evaluation often act as barriers to honest accounts of entertainment-education practice. In this collection of essays, experienced practitioners offer unique insight into how entertainment-education …

Social Media Use, Social Comparison, And Loneliness, Jordan Elena Johnson

Dissertations and Theses

Since its invention, the use of Instagram and its psychological effect on users has been a topic of conversation for researchers. To achieve a better understanding of Instagram's effect on loneliness, it's important to isolate different behaviors on Instagram because of its different attributes as a social media app. Drawing on literature on the emotional effects of social media use and social comparison orientation (SCO), this study takes a closer look at specific Instagram behaviors: broadcasting, interacting, and browsing as well as SCO's relationship with loneliness. A total of 147 undergraduate students attending a university in the Pacific Northwest completed …

Social Media In Business-To-Business Marketing And Sales: Review Of Literature & Research Recommendations, Daniel Bello Manjarrez

University Honors Theses

Social media usage in business to business marketing and sales has been steadily rising since its advent in the late 2000s. Similarly, research surrounding social media in this context has increased, with specific focus on its usage, influence, and adoption from B2B marketers and salespeople. This focus has resulted in gaps in the literature, especially when regarding small and medium B2B enterprises. This review of literature provides a systemic understanding of the research landscape by identifying the theory, methods, context, and results of twenty-one peer-reviewed business marketing articles concerning social media. This review also proposes five key recommendations to inform …

Developing A Conceptual Framework For Research On Social Media And Political Polarization, Audrey C. Sanders

University Honors Theses

Americans in 2020 live in a time of unprecedented political polarization. Scholars often study this trend of increased polarization in conjunction with the use of social media platforms, or social networking sites (SNSs). Despite a nearly twenty-year existence, however, the discourse community surrounding the relationship between SNS use and political polarization has yet to develop past a scattered and largely theoretical body of literature. What follows is a description of the current state of the literature followed by a description of a conceptual framework scholars can use when approaching the field and designing their own research in order to make …

The Effects Of Instagram Influencers And Appearance Comparisons On Body Appreciation, Internalization Of Beauty Ideals And Self Esteem In Women, Juliane K. Bauer

University Honors Theses

The current study investigated how exposure to thin bodies on different (social) media platforms affect body appreciation, internalization of beauty ideals, and self-esteem in female and non-binary participants. The participants (N=116) were randomly assigned to one of three conditions: exposure to content from a) Instagram influencers, b) models in magazines, or c) peers. Participants completed an online survey, answering questions about their feelings towards the women depicted in the media content as well as appearance comparison tendencies, body appreciation, self-esteem, internalization of body ideals, and BMI. Overall, significant differences between groups were found for the internalization of body …

The Alt-Right And Global Information Warfare, Emmi Bevensee, Alexander Ross

Geography Faculty Publications and Presentations

The Alt-Right is a neo-fascist white supremacist movement that is involved in violent extremism and shows signs of engagement in extensive disinformation campaigns. Using social media data mining, this study develops a deeper understanding of such targeted disinformation campaigns and the ways they spread. It also adds to the available literature on the endogenous and exogenous influences within the US far right, as well as motivating factors that drive disinformation campaigns, such as geopolitical strategy. This study is to be taken as a preliminary analysis to indicate future methods and follow-on research that will help develop an integrated approach to …

Deploying Natural Language Processing To Extract Key Product Features Of Crowdfunding Campaigns: The Case Of 3d Printing Technologies On Kickstarter, Nina Chaichi, Tim R. Anderson

Engineering and Technology Management Faculty Publications and Presentations

In the technology management field, informal source of information such as social media has been used for technology mining, leader user detection, and etc. However, usually unstructured nature of the informal information introduces some challenges. This study is part of an effort to automate key product features extraction from crowdfunding campaign's textual information, in order to analyze the effect of them on the decision-making process of crowdfunding backers. This paper intends to evaluate the performance of UDPipe R package and six keyword extraction techniques on candidate features selection from textual data of 3D printer campaigns on Kickstarter. In the end, …

Do Directionality And Network Size Affect Network Structure In Online Social Networks?, Nitin V. Mayande, Charles Weber

Engineering and Technology Management Faculty Publications and Presentations

A study of the online social networks of six Twitter conversations about six YouTube product categories reveals that directionality and network size affect the structure of online social networks. Our results indicate that large networks tend to be non-random, regardless of whether they are directional or not, suggesting that structural attributes of the online networks under study are a true reflection of network's features. Smaller non-directional networks also tend to be non-random, whereas smaller directional networks tend to be random in nature. However, very small networks tend to be random in nature, whether they are directional or not. Our results …

Affordances On Facebook, Stress, And Emotional Support, Caitlin Rose Rethwish

Dissertations and Theses

This study discusses Facebook as a social network site and a social media application. It compares perceived emotional support, general life stress, and media affordance-based stress from two participant samples - one that reported using the Facebook desktop site most frequently to reach out for emotional support, and one that reported using the mobile application.

The media affordance measure asked participants if perceiving a media affordance was more likely to increase or decrease their stress. In both samples, persistence was more likely to decrease stress, and personalization was more likely to increase stress. On the Facebook Desktop site, searchability was …

Politics In The Social Media Era: The Relationship Between Social Media Use And Political Participation During The 2016 United States Presidential Election, Kevin Everett Curry

Dissertations and Theses

The growth of social media use raises significant questions related to political information and its effect on political knowledge and participation. One issue is whether social media delivers news and political information in a similar manner as traditional news media sources, like newspapers, TV, and radio, by contributing to political knowledge, which is linked to voter turnout. This dissertation examines the relationship between an individual's social media use, their use of traditional news media sources, and whether they turn out to vote. It utilizes American National Election Survey data from the 2016 U.S. Presidential election to complete three studies. First, …

"Tindersluts" & "Tinderellas:" Examining Young Women's Construction And Negotiation Of Modern Sexual Scripts Within A Digital Hookup Culture, Mackenzie A. Christensen

Dissertations and Theses

While a growing body of literature exists examining how intersecting social identities and structural organizations shape the on-campus hookup script, research examining the impact of technology on the hookup culture has been virtually nonexistent. Addressing this gap, this study adds to a current body of literature on the hookup culture and online dating by exploring how a diverse sample of young women and non-binary, femme individuals understand and negotiate interpersonal sexual scripts through the mobile dating app Tinder. Ultimately, findings from 25 in-depth interviews reveal how Tinder has shaped the sexual scripts of young adult dating into a "hybrid hookup …