Mass Communication Commons^™

What We Owe Each Other: An Examination Of Social Exchange Theory And Public Perception Of Healthy Relationships, Sarah R. Korbich

West Chester University Graduate Theses, Dissertations, and Final Projects

This study uses prior literature on social exchange theory and uses various frameworks to examine the public’s perception and comprehension of SET through examining user-generated content on TikTok. Social exchange theory is based upon the idea that when interacting with other persons, you are exchanging rewards and costs. This study was guided by two questions that explore how social exchange is generalized and understood by the public, and how well the public’s ideas of positively contributing to a healthy relationship aligns with operational measures of SET. This study’s intention is to encourage SET’s usage in application to relational contexts as …

“Digital Shame Shift”: From Telling The Pain To Recording The Truth — Black Maternal Health And Digital Counter-Narrative Storytelling On Tiktok, Odera Covenant Ezenna

Theses and Dissertations

This dissertation explores how digital storytelling on TikTok is used to challenge medical racism, with a particular focus on Black maternal health. Guided by Critical Race Theory (CRT) and Critical Technocultural Discourse Analysis (CTDA), the study examines how TikTok users—ranging from Black mothers to healthcare professionals—create and circulate counter-narratives through two prominent campaigns: #BlackMaternalHealthWeek and #BlackMamasMatter. These digital stories serve as acts of resistance, disrupting dominant medical discourse and amplifying the lived experiences of Black birthing individuals. The research analyzes over 2900 TikTok videos posted between 2021 and 2024, identifying key themes, storytelling strategies, and rhetorical shifts over time. The …

Reply Stop To Stop, Molly A. M. Garrett

Theses and Dissertations

Over the course of 8 years working in progressive political strategy, 2015–2023, I became increasingly critical of the systems, formulas and tools we were using to communicate with voters. Reply STOP to Stop is documentation of my time at graduate school, of wrestling with ideas of political design, language, communication and distribution. I analyzed my past work — all the texts, emails, social media posts, print ads, web banners, videos and other miscellaneous scripted content — and wondered if we would all be better off without it. Would elections be fairer, would there be less fake news, more community building? …

Climate Change In The Local News: The Role Of Community Characteristics In Shaping Themes And Diversity, Hyerim Jo

Electronic Theses & Dissertations (2024 - present)

Despite widespread recognition of climate change and its localized impacts, research on how local media cover this topic remains limited. The first study of this dissertation analyzes 15,788 opinion articles published from 2013 to 2020 by 391 local newspapers in the United States to examine their volume, topics, and thematic emphases. Using automated text analysis methods, including Latent Dirichlet Allocation (LDA) and Analysis of Topic Model Networks (ANTMN), the study identifies 11 topics and three overarching themes. Findings indicate that the volume, topics, and themes evolved over time, likely influenced by the severity of climate-induced hazards and political and socioeconomic …

The Bitch And The Boogeyman: Violence Against Women And Gendered Morality In American Slasher Films, Davis A. Smith

Theses and Dissertations

This research examines the relationships between on-screen depictions of violence in American slasher horror films and depictions of gendered morality of victims. Slashers are a subgenre of horror film that arose out of the exploitation cinema movement of the 1970s that are characterized primarily by the presence of one or more human killers inflicting violence on a group of protagonists, typically through the use of bladed weapons. Data collected comes from a comprehensive set of thirty-six American slasher films that received a wide theatrical release, with exemptions for films whose primary genre is not slasher and only selecting three films …

The Third Person Effect: Misinformation And Disinformation Of News On Racism, Jody-Ann Kadine Tyson

Dissertations and Theses

The increased proliferation of misinformation and disinformation has been a cause for concern in the 21st century, as it has had significant repercussions on societal systems and the overall livelihood of individuals. Additionally, a 2016 study revealed that 84% of the American respondents are confident in their ability to detect misinformation and disinformation, while 64% believed that misinformation and disinformation made others confused about current affairs and events (Barthel et al., 2016). These results confirm that some people are not cognizant of the effects of media messages on themselves, but on others (TPE). Due to this implied ignorance, the spread …

For Her Horror: Sociopsychological Gratifications Obtained By Fem Fans Of The Slasher, Brooke Eaglesong Wilson

Masters Theses

Those who side with the unjustified killer in slasher films are doing so to fulfill sociopsychological needs that are not being met in social reality. There were three main findings found in this study. First, participants sided with the unjustified killer in slasher films to gratify needs that were not being fulfilled in their careers such as the need to perform without having to consult mentors, not unlike how the unjustified killer murders victims without discussing with others. Second, participants sided with the unjustified killer in slasher films to gratify needs in their romantic relationships such as the need to …

Digital Orthodoxy And Political Populism In Eastern Europe: How Orthodox Media Facilitate Political Mobilization, Dmytro Garaschuk, Oleh Sokolovskyi

Occasional Papers on Religion in Eastern Europe

This article examines the intersection of Orthodox digital media and political populism in Eastern Europe, focusing on how religious institutions utilize digital platforms to facilitate political mobilization, reinforce nationalistic narratives, and undermine democratic institutions. Drawing on a comparative analysis of six countries–Russia, Ukraine, Romania, Serbia, Georgia, and Montenegro–the study identifies a shared ideological matrix that fuses populist rhetoric with theological motifs. The research highlights the strategic use of digital media by Orthodox actors to construct moral binaries, sacralize political resistance, and disseminate disinformation framed in religious language. Particular attention is given to the role of the Russian Orthodox Church and …

The Power Of Presence: Body Image In Disney's The Little Mermaid, Megan Chatelain

University of the Pacific Theses and Dissertations

This study explores how body image is represented in Disney’s The Little Mermaid across its 1989 animated film and the 2019 and 2023 adaptations. Grounded in Gerbner’s Cultivation Theory, the research examines how repeated media exposure shapes audience perceptions of morality, beauty, and identity—particularly through the portrayal of body size. Using a triangulated qualitative approach—reflexive journaling, content analysis, and survey responses—the study reveals consistent patterns: thin characters are depicted as virtuous, desirable, and heroic, while larger-bodied characters are often cast as villainous, comedic, or morally flawed. These associations were recognized by participants across all methods and confirmed through both reflective …

Zippymania: A Multimedia Record Of The 2024-25 Akron Zips Men's Basketball Team, Drew Bailey

Williams Honors College, Honors Research Projects

This project will involve the production, promotion, and distribution of a weekly 30-minute live radio show focusing on the Akron Zips men's basketball team. After the airing of each show, the recorded episode will be published as a podcast. Additionally, a weekly column or sports blog (written by myself) will be published and serve as a companion work or supplement to the radio program.

Exploring The Shadows: How Taylor Swift's Music Embodies Dark Sound As A Popular Music Artist, Kristyn E. Cole

Theses and Dissertations (Comprehensive)

To challenge the conceptual matter of “dark sound”, this major research paper centers around the popular music artist, Taylor Swift to demonstrate an overarching feminist wisdom in an alternative style of music to identify how Taylor Swift presents and embodies qualities of “dark sound”. Research done by D. Ferrett, Theodor Adorno, Roland Barthes and Paul C. Jasen are used to examine her popular music, and its intersections and influence on our culture and society. Using multimodal critical discourse analysis, this research paper discusses three of Swift’s songs; “willow” (evermore, 2020) for her sound, All Too Well: The Short …

Co-Creation, Interpretations And Engagement With A Movement-Based Symbol For Climate Justice: A Qualitative Inquiry, Kai Reimer-Watts

Theses and Dissertations (Comprehensive)

The climate crisis demonstrates with complete clarity the need for massive systems-level changes towards far more sustainable societies. Global and local emissions need to decline rapidly to mitigate intensifying climate breakdown, accompanied by climate and sustainability solutions, to secure a far more stable, safe, and just future for all people and all life. Within these changes, engaging in our communities is essential to support and co-create broader solutions to help advance more sustainable societies, reduce negative impacts of a changing climate, and to move towards cultures and systems that recognize natural limits and centre care for people and planet.

‘Climate …

Passengers’ Perceptions, Attitudes, And Willingness To Fly With Southeast Asian Low-Cost Carriers During Routine Disruption Communication, Aqilah Filzah Binti Ahmad Ridwan

Chulalongkorn University Theses and Dissertations (Chula ETD)

The objective of this research was to examine how passengers perceive crisis communication during routine operational disruptions (RODs) within Southeast Asian low-cost carriers (LCCs), and to determine whether perceived communication quality predicts passenger attitudes and willingness to fly. This study also aimed to assess the relationship between passengers’ attitudes toward airlines’ disruption management and their subsequent willingness to fly after experiencing RODs. A total of 201 respondents who had previously flown with LCCs completed an online self-administered questionnaire. Simple linear regression analyses revealed that perceived crisis communication had a significant positive effect on passengers’ attitudes toward disruption management. Attitude, in …

The Role Of Food Influencers On Consumer Attitudes And Purchase Intention Towards Local Food And Beverage Brands In Myanmar Amid Foreign Product Scarcity, Ei Phyu Phyu Khaing

Chulalongkorn University Theses and Dissertations (Chula ETD)

This qualitative study examines the role of food influencers in shaping consumer attitudes and purchase intentions toward local food and beverage (F&B) brands in Myanmar during a period of foreign product scarcity. Framed by influencer marketing strategy, framing theory, and the source credibility model, the research explores how influencers navigate authenticity, credibility, and identity while promoting domestic brands amid the “empty void” left by the scarcity of foreign products. Using purposive sampling, semi-structured in-depth interviews were conducted with five Myanmar-based food influencers active on Facebook and Tik Tok. Thematic analysis revealed that influencers strategically construct authenticity through personal brand alignment, …

The Influence Of Seventeen As A Celebrity Endorser On Brand Attitude And Purchase Intention Toward Indomilk Products In Indonesia, Francesca Diva Rachmaputri

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aims to examine the influence of the K-pop group SEVENTEEN as celebrity endorsers on consumers’ brand attitudes and purchase intentions toward Indomilk among Indonesian consumers. A quantitative survey was conducted with 266 respondents who were familiar with both SEVENTEEN and the campaign. The results indicate that the credibility of SEVENTEEN significantly affects consumers’ brand attitudes, with trustworthiness and attractiveness being the most influential dimensions. Moreover, consumers’ brand attitudes significantly impact their purchase intentions. The findings demonstrate the effectiveness of using K-pop artists to influence consumer behavior and highlight the importance of selecting highly credible endorsers to enhance the …

The Influence Of Social Media Influencer Credibility On Chinese Gen Z’S Attitude And Travel Intentions Toward Thailand, Haijing Shen

Chulalongkorn University Theses and Dissertations (Chula ETD)

This research uses Stimulus-Organism-Response model and source credibility framework to examine the influence of social media influencer perceived credibility on Chinese Gen Z’s attitude and travel intention toward Thailand after Wang Xing kidnapping crisis. Via utilizing Pearson correlation coefficient and Regression analysis to analyze the data collected by an online survey with 277 respondents as valid sample size, the perceived credibility of social media influencers, especially perceived trustworthiness, has significant influence on affecting Chinese Gen Z’s attitude. Meanwhile, attitude is the strongest factor on influencing Chinese Gen Z’s intention. Noticeably, the result is indicating the mediating role of attitude between …

The Influence Of Butterbear Mascot Attractiveness On Brand Attitude, Huyen Phuong Do

Chulalongkorn University Theses and Dissertations (Chula ETD)

This research examines the influence of mascot’s perceived attractiveness on the brand attitude towards Butterbear. Data were collected via online survey from 220 male and female respondents (aged 18-26) residing in Bangkok, who had been exposed to content from Butterbear brand within the past three months. Overall, participants perceived Butterbear mascot as highly attractive (M = 4.39) and reported positive attitudes towards the Butterbear brand (M = 4.30). Furthermore, the findings revealed that all six dimensions underlying mascot attractiveness (Brand Impact, Brand Expertise, Mascot Uniqueness, Mascot Anthropomorphism, Mascot Intimacy, and Mascot Consistency) showed statistically significant correlations with the brand attitude. …

The Image Of Transnational Universities In Vietnam And The Enrollment Decision Of Prospective Students, Khanh Huyen Pham

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examines how Vietnamese applicants perceive the image of transnational universities (TNE) and how these perceptions influence their college choice decisions. Focusing on RMIT Vietnam, BUV, and Swinburne Vietnam, the research explores university image through functional cues, personality cues, and perceived value, and analyzes decision-making across predisposition, search, and choice stages. Twelve applicants were interviewed using semi-structured interviews, and data were analyzed through thematic analysis. Findings show that applicants build university image gradually as they compare curriculum, teaching quality, facilities, and accreditation with emotional cues such as friendliness, professionalism, and campus “vibes.” Perceived value (degree recognition, employability, and alumni …

Social Media Use And Personal Branding Identity Of Myanmar Freelancers, Lin Htet Thway

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examined social media use, self-expression, professionalism, self-efficacy, self-disclosure, and personal branding identity among Myanmar freelancers, and investigated how these factors influence their personal branding identity on social media. An online survey of 200 freelancers aged 18 to 45 years was conducted. Respondents reported high levels of social media use (M = 4.07), self-expression (M = 4.13), professionalism (M = 4.16), self-efficacy (M = 4.17), personal branding identity (M = 4.30), and a moderately high level of self-disclosure (M = 3.95). Regression results showed that the five variables together explained 24.4 percent of the variance in personal branding identity …

The Influence Of Short-Video Content Marketing On Chinese Consumers' Perceived Value And Usage Intention On Duolingo Brand, Meitong Li

Chulalongkorn University Theses and Dissertations (Chula ETD)

The objective of this research was to examine how short-video content marketing on Douyin platform influences Chinese Generation Z consumers’ perceived value of Duolingo and their intention to continue using the application. A total of 252 respondents aged between 18 and 29 years old, who had used Douyin in the past three months and viewed Duolingo’s short-video content at least three times in the last month, completed an online questionnaire survey. The study reveals that all three dimensions of short-video content marketing (i.e. entertaining content, functional content, and social-interactive content) significantly influenced consumers’ perceived value, with social-interactive content demonstrating the …