Social Media Commons^™

Pop Prophets: How Celebrity Culture Shapes Gen Z'S Worldview, Olivia G. Usie

Honors Theses

Generation Z has grown up in a social environment shaped by constant connectivity, digital communication, and immediate access to the lives of others. Because of this, celebrity culture and pop culture may play a larger role in shaping attitudes, behaviors, and identity than they did for previous generations. This study explores how celebrity culture shapes Gen Z’s worldview through four areas: pop culture, celebrity, herd mentality, and cancel culture.

A mixed-method approach was used. Quantitative data was collected through a 28-question survey of 202 participants ages 18–25. Qualitative data was gathered through one focus group of eight participants and three …

Authenticity And Audience Relationships Among Nano-Influencers, Samantha O. Lichtenstein

Honors Theses

This study examines how nano-influencers with 2,500 to 25,000 Instagram followers utilize authenticity and vulnerability to build audience trust and drive engagement. Through a thematic analysis of semi-structured interviews with 10 creators, the research identifies three core strategies: maintaining a digital best friend persona through reciprocal interaction, practicing "calibrated vulnerability" that balances personal disclosure with strict safety boundaries, and prioritizing ethical brand alignment to ensure honesty. Grounded in Parasocial Interaction Theory, the findings demonstrate that nano-influencers disrupt traditional one-way media models by fostering intimate, two-way relationships. Ultimately, the results suggest that for this influencer tier, success and consumer action are …

The Evolution And Impact Of Fashion Marketing In The Age Of Social Media, Lillie L. Warrington

Honors Theses

This research paper aims to analyze the effect of social media on consumer behavior in fashion marketing by investigating how fashion brands have adapted their strategies to leverage social media platforms effectively and exploring the role of social media influencers in shaping brand perception and consumer loyalty. By addressing these objectives, this research seeks to contribute to the growing body of knowledge on digital marketing in the fashion industry, offering valuable insights.

The study will be conducted through a comprehensive review of existing research and primary research, including a survey of 143 participants, to better understand how social media affects …

The Impact Of Digital Storytelling In Nonprofit Marketing: Increasing Donor Engagement, Haley Cote

Honors Theses

Digital storytelling has emerged as a powerful tool in nonprofit marketing, reshaping how organizations engage donors, communicate their mission, and drive action. This thesis explores the impact of digital storytelling in nonprofit marketing, analyzing how nonprofit organizations leverage various digital platforms – websites, email marketing, social media—and frame their messages to enhance donor engagement. Using framing theory as a foundation, the research examines how the way nonprofit messages are structured influences donor perception and behavior. Through a literature review, case study analysis of Charity: Water, and survey data, thstudy evaluates key storytelling techniques such as positioning the donor as the …

Technical Difficulties: An Investigation Of Problematic Social Media Usage And Well-Being Of Emerging Adults, Sarah Swan

Honors Theses

Grounded in previous scholarship investigating the relationship between social media use and psychoemotional outcomes, this study conceptualizes and tests a comprehensive model that constellates predictive factors (i.e., time spent, platforms selected, purposes of use, and emotional regulation abilities) and negative behavioral and emotional outcomes (i.e., addiction and emotional affect), specifically among emerging adults (ages 18-29). A survey of 591 respondents revealed that high usage of certain platforms (i.e., Instagram, TikTok, and Facebook), alongside individual emotional regulation abilities and passivity of social media use, predicts higher levels of addiction and negative emotional outcomes. Additional findings indicate significant differences in social media …

Capturing Tradition: The Business, Branding, And Personal Identity Of Senior Portraits In The Modern South, Xenia R. Minton

Honors Theses

The rise of college students starting photography businesses, particularly in graduation portraits, has transformed the creative and entrepreneurial landscape in the South. This thesis explores the senior portrait culture at the University of Mississippi, analyzing its rapid growth through the perspectives of photographers and academic experts in Southern Studies. Grounded in eight years of experience as a photographer, this study examines the evolution of the industry, business strategies, and cultural significance. Through interviews with seasoned senior portrait photographers and Southern Studies professors, this research investigates how regional traditions, social media, and consumer expectations have shaped the profession. By analyzing these …

Groomer Discourse: A Transgender-Sensitive Critical Discourse Analysis Of Queerphobic Hate Speech On Twitter, William Evans

Honors Theses

In recent times, online internet hate speech has received more and more attention due to its adaptive and mutative nature, emerging not in a vacuum but instead sprouting from the seeds of social inequity. A specific form of queerphobic hate speech known as groomer discourse or predation libel has taken new form in online spaces. This recent development, targeted almost exclusively towards the queer community and their allies, is uniquely situated at the intersection of transgender rights and sexual education in the United States. Using qualitative and quantitative methods, this study expands Spallaccia’s gender-sensitive critical discourse analysis (CDA) into a …

The Value Of An Integrated Marketing Campaign To Grow Interest In Visiting The U.S. National Parks, Hermine Granberry

Honors Theses

When the centennial celebration of the National Park Service was approaching in 2016, the National Park Service launched a two-year campaign to only commemorate the last century of NPS, but to also reconnect Americans with the parks. Ten years have passed since the initial creation of the campaign. This thesis researches the value of how another integrated marketing campaign could increase visitation to the U.S. National Parks in the future.

Through evaluating the previous Find Your Park campaign and current trends in travel and vacation, this research investigates not only future campaign ideas but also the use and incorporation of …

The Effects Of Tiktok's Covid-19 Content On Anxiety In Young Adults, Nicholas Fontaine

Honors Theses

The COVID-19 pandemic spiked generalized anxiety worldwide. The onset of the pandemic also coincided with TikTok’s rise to popularity in the social media landscape, especially among young adults and children. As a result, COVID-19-related content rose to prevalence on the platform as it became a common outlet for users to share their thoughts and opinions on the pandemic while also feeding a growing audience in need of information and diversion. Given the connection between COVID-19 and anxiety, along with temporal ties between TikTok’s rise to popularity and the COVID-19 pandemic, this study set out to determine whether young adults would …

Catholicism Online: How The Church Is Communicating In The Visual Field, Alexandra Barfield

Honors Theses

ABSTRACT

Given the rise and importance of social media in the last two decades, religious institutions, especially the Roman Catholic Church, have an important place online to fulfill their mission and belief of spreading the Gospel message. Communicating this message on social media and with contemporary marketing practices is an opportunity and a challenge for churches, Catholics, and apostolates alike. In this study, I analyze a variety of Catholic-related Instagram accounts and interview individuals involved in Church management and content creation. This primary research is prefaced with secondary research exploring the status of the Catholic Church in the United States, …

Effective Green Marketing Strategies On Social Media: Selling Companies And Their Consumers On Investing In Carbon Offsetting And Solar Energy In 2021, Melvin Richard Springer Iv

Honors Theses

In a digital world where consumers and businesses alike care significantly about sustainability and corporate social responsibility (CSR), the success of startup companies hinges on constant, clear, and thoughtful communication. Through my research into successfully marketing such concerns on social media as well as my internship at Clearloop, I discovered some of the best ways to convince both companies and consumers that preserving the planet should be a primary concern for every environmentally conscious company. Companies that ignore their impacts on the environment are synonymous with companies doomed to fail in the 21^st century. Clearloop’s model of partnering with …

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 …

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; …

Adapting, Overcoming, And Connecting: How College Sports Social Media Responded To Covid-19, Jackson Sepko

Honors Theses

This project, inspired by the researcher’s own experience as a digital media marketing assistant for Ole Miss Athletics, investigates how certain NCAA team accounts grew their social media engagement in the 2020-21 seasons despite the challenges and interruptions of COVID-19. First, metrics from data analytics firm SkullSparks were analyzed to determine which accounts increased their engagement metrics the most or performed strongly compared to their peers. Then, those accounts’ posts were analyzed using CrowdTangle, a Facebook-owned data analytics tool, and using Twitter’s advanced search features to see which posts overperformed compared to each account’s average posts.

From there, with an …

“Green” Marketing In The Apparel Industry: The Spectrum Of Veracity, Stephanie R. Keane

Honors Theses

Apparel companies’ propensity for manipulation in their marketing of environmental initiatives contributes to immense environmental pollution from petrochemical textile material production. Public scrutiny pressures these businesses to adopt “green” initiatives to avoid losing devoted consumers. In some cases, these initiatives disguise the real operations of a company or claim benignity for the company when this is not the reality. Previous business ethics research analyzed the emergence of “greenwashing” in corporations and thus concluded that corporations market themselves as eco-friendly to portray commodification as sustainable. In the form of case studies, this paper scrutinizes four companies: Zara, Patagonia, Lululemon, and Pact. …

Digital Pulpit: A Thematic Analysis Of Evangelical Leaders’ Statements On Twitter In The Two Weeks Following The January 6 Capitol Riot, Everett Belle Kirkman

Honors Theses

White evangelicals overwhelmingly supported Donald Trump in the 2016 presidential election. According to the Pew Research Center, 81% voted for him. That support baffled pundits at first but held up throughout his presidency. By the time the 2020 election season was ramping up, White evangelicals who supported Trump held more tightly to their beliefs, many taking to social media to convey their opinions. Since the U.S. Capitol riot on January 6, 2021, over 600 outspoken Trump supporters have been arrested and charged for inciting violence in dispute of election results. This research is a thematic content analysis of the statements …

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 …

College Students’ Use Of Social Media And Its Effects On Well-Being During Covid-19, Virginia Pressly

Honors Theses

Beginning in the late 2000s, social media began its ascent into mainstream media. Today, it has become a part of our daily routines. Due to its prevalence and nature, social media has been directly linked to deteriorating mental health in teens and young adults for some time. Many of the studies previously conducted studied Millennials. However, today’s generation of young people, Gen-Z, has a very different relationship with social media and the internet. In 2020, when the world was hit with the COVID-19 pandemic and most work and school went virtual, social media became that much more prevalent in our …

A Tale Of Two Companies: The Importance Of Public Relations Amidst The Shift Towards Corporate Activism, Olivia Schwab

Honors Theses

By comparing the controversies that stemmed from Papa John’s John Schnatter and CrossFit’s Greg Glassman, some obvious public relations strategies stand out, including but not limited to understanding an audience, adapting to a changing environment, establishing a crisis communications plan, and taking controversial stands on issues close to the audience’s hearts. Most importantly though, if companies preach messages of social change, they must follow up on their stances with corrective action to do their best to help facilitate it in society.

While examining the history of corporate activism, it is clear why and how some corporations become the victims of …

Controversy, Coverage And Cancel Culture: The Daily Mississippian's Reporting Of The 2018 Ed Meek Controversy, And Related Findings, Mason Thomas Scioneaux

Honors Theses

As this thesis reflects a body of work completed by a journalism student near the conclusion of a journalism education at the University of Mississippi, I approached research and writing in that way. I interviewed three people, for an hour each, and the things I learned in those interviews greatly affected the conclusions I reached with this thesis. My full transcripts from those interviews are located in Appendices A-C. I also did a lot of scouring through articles of The Daily Mississippian from fall 2018 and otherwise; I looked at every single edition of the paper from that semester, both …

Defining And Addressing The Intersection Of Sports, Media, And Social Activism, Kaylee Layne Crafton

Honors Theses

Athletes have used their sports platforms and the elevated statuses of fame to share their political views and seek change for centuries. However, our society is now at a time in which athlete activism seems to be at its peak due to constant societal shifts and the quick, widespread dissemination of news through various forms of media. This study sought to answer one primary question: When can athletes share their views about racial equality and social justice? For Americans, the “when” in which athletes can speak up is often a divisive issue. This study analyzed how major sports leagues and …

An Outside Gaze On The Relationship Between Indigenous Groups And The Media, Nicole Daoust

Honors Theses

Indigenous groups around the world faced similar challenges. Many of these issues stem from stereotypes, one-sided stories, and overall lack of representation in the media. Without a voice or ally, they are often treated as second class citizens. For my research, I analyzed how the media affected public perception of indigenous people. I specifically focus on four groups: The Aboriginals of Canada, the Māori, Native Americans, and the uncontacted tribes of the Amazon.

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 …

The Future’S So Bright: A Business Plan And Market Research Analysis Of Fraze, Elizabeth Lanford

Honors Theses

This thesis is an overview of the creation and operation of Lindy and Liz, LLC dba Fraze. Fraze is an online boutique specializing in custom, beaded sunglasses. This thesis contains details of the founding, operation, and future of the business. The following business plan will give insights to marketing strategies, target audience demographics, and sourcing procedures.

Accompanying this business plan is market research relevant to the target market of Fraze. Part I details secondary research about the effects of social media on this target market and their consumption habits. It also contains insights about the products and marketing techniques most …

‘I Want It, I Got It’: Cultural Appropriation, White Privilege, And Power In Ariana Grande’S “7, Alyssa T. Bass

Honors Theses

Black women often suffer from not receiving recognition for their work. Still, nonblack people continue to use black women’s contributions to pop culture to rebrand themselves. This is especially relevant in the music industry. Cultural appropriation is the act of a dominant group taking cultural elements from a minority group without acknowledging the cultural significance of those elements. The counterpublic Black Twitter gives black Twitter users the space to hold appropriators accountable. I used Grounded Theory to analyze tweets about Ariana Grande’s “7 Rings” to explore how Black Twitter responded to Grande allegedly appropriating black women for financial gain. Critical …

Sports Fan Interaction: A Comparison Of Teams To Determine The Common Thread Between Fan Engagement Across Social Media, Emma L. Ishee

Honors Theses

This study focused on the utilization of social media by collegiate athletic teams and how it relates to their interaction with their fan base. The aim of this study was to determine if a particular platform or post type gained the most fan interaction. The study also examined whether the men’s or women’s teams receive more interaction from fans. A random number generator selected three collegiate athletic teams from three different school in three conferences. Data was collected in the week leading up to the opening game. Ultimately, the results were not able to prove one type of post more …

The Role Of Social Media In Small Museums In Michigan, Kaitlin Mcgrath

Honors Theses

Social media is now firmly ingrained in the daily life of many people. In order for museums to remain relevant in society, institutions like museums need to learn how to integrate this new technology into their practices. Small museums especially may have the most to gain from utilizing this technology in their institutions. These museums usually do not have access to as many resources as their larger counterparts. The challenge for museums is knowing how to use social media effectively. The purpose of this paper is to examine the role of social media in museums with a focus on small …

Studying The Effects Of High School Athletics Social Media, Justin Scott

Honors Theses

This research project focuses on high school athletics social media pages and their relevance to high school communication audiences and institutional communication goals.

I conducted two in-depth interviews with school officials from a large Michigan high school, a survey of the high school sports social media followers, and an analysis of data from that high school’s Facebook page.

I was able to determine that seeing social media content from high school athletics pages had a positive relationship with how the school’s quality of social media communication was perceived, intentions to attend athletic events, and an increased awareness of the school’s …

Reifying Digital Histories, Ed Ryan

Honors Theses

The use of sites like Twitter, Facebook, Instagram, and Snapchat is rooted in nowness. Most users rarely think about the long-term aspects of their relationship with the networks to which they belong, instead focusing on an ever-refreshing interface filled with fresh content. But what happens to this content when it is removed from its familiar digital context? Do the archived interactions, updates, tweets, and other pieces of our digital histories take on new meaning when placed onto a physical substrate? Using the form of the book and my personal Twitter archive, I have addressed my own digital history, looking specifically …

News In Virtual Reality, Samantha Macy

Honors Theses

Virtual reality (VR) is the next frontier of news media, but we know little about the impact is has on viewers. The goal of this experiment is to gain a better understanding of the social presence and information retained by watching news in VR. Participants will either consumer news in a VR setting, a highly interactive online format, or print. Then, using a survey, social presence and information retention were assessed. Research participants were undergraduate students at a large Midwestern university. It is expected that VR news will result in higher social presence and information retention than news in highly …