Mass Communication Commons^™

Strategizing Relationships 2.0: An Analysis Of International Companies' Use Of Social Media, Jessica Marie Brightman

USF Tampa Graduate Theses and Dissertations

Because of technological advances and the blurring of boundaries, the world is becoming a global community. Global communications have made it essential for multinational corporations to develop and maintain a consistent worldwide identity and brand image. It is no longer possible to classify people into simple and stable segments of customers; the world is evolving and so is the population. The purpose of this research is to bridge the gap between the academic and professional world of international public relations by expanding the stream of literature and incorporating a global aspect. Within the last few years, social media has seen …

The Rhetoric Of Evidence In Recent Documentary Film And Video, Steven W. Schoen

USF Tampa Graduate Theses and Dissertations

Documentary is a genre of film that portrays "real" events using depictions that connote the objectivity and facticity implied by the processes of photorealism. Many contemporary documentary theorists and critics observe a constitutive problem in this ethos: despite the apparent constructions and agendas of documentary filmmaking, the framing and assumption of documentary as a window on the world tend to naturalize its own constructions as "real." Critics who engage documentary trace the multitude of ways this problem plays out in particular films. These projects yield many important insights, but they most often approach documentary as a form of inherently deficient …

Improvisational Music Performance: On-Stage Communication Of Power Relationships, David A. Steinweg

USF Tampa Graduate Theses and Dissertations

This project explores how musical improvisational processes come into being through interacting discursive power relationships that are embodied and enacted through performance. By utilizing the concepts of framing and performativity I am able to show how discursive power constitutes the performance of improvisational music. To exemplify this theory, the project presents a case study examining a Grateful Dead cover band named Uncle John's Band that performs at Skipper's Smokehouse in Tampa, FL. Using an ethnographic methodology, the project articulates the dominant discursive power relationships that constitute Uncle John's Band's improvisational performances. The dominant discursive power relationships revolve around the lived …

News’ Australian Story Of Ethics And Self-Regulation: A Cautionary Tale, Rhonda Breit, Matthew Ricketson

Graduate School of Media and Communications

I know the newsrooms, I know how cultures develop, and I’m hugely confident that there is no improper or unethical behaviour in our newsrooms.

(ABC 2011, 14 July)
This is how News Limited Chairman and Chief Executive John Hartigan publicly defended the ethical culture of News’ Australian operations in the week following News of the World’s (NoW’s) closure. Speaking during an interview on ABC’s 7.30 Report, Hartigan continued in his defence of Rupert Murdoch’s Australian stable, following shock revelations that NoW had hacked into the phone messages of murdered teenager Milly Dowler:

We’re a company of values, like most companies, …

The Effect Of Advertising-Focused, Short-Term Study Abroad Programs On Students’ Worldviews, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Global employers in the advertising industry are increasingly interested in hiring students with intercultural communication skills and cultural experience. While the benefits of long-term study abroad programs are well documented, this study focuses on advertising-specific, short-term study abroad programs. The purpose was to explore the effectiveness of such programs on students’ worldviews using a mixed methods design. The results show that students displayed lower levels of ethnocentrism after participating in short-term, advertising-focused study abroad programs. In addition, five qualitative themes emerged: an awareness of and appreciation for the out-group, an increased awareness of the in-group, the importance of communication, a …

Public Relations In Kenya: An Exploration Of Models And Cultural Influences, Dane M. Kiambi, Marjorie Keeshan Nadler

College of Journalism and Mass Communications: Faculty Publications

This pioneer study explores the public relations models that inform the practice of public relations in Kenya, and the cultural values that influence this practice. Results show the personal influence model as the most used by practitioners in Kenya, while individualism is the most experienced cultural value. The strong correlation between personal influence model and Hofstede’s cultural value of femininity points to the practitioners’ strong desire for good interpersonal relationships with colleagues, supervisors, clients and key publics.

Ethnic Appeal: A Self-Defense Tool For Kenyan Politicians, Dane M. Kiambi

College of Journalism and Mass Communications: Faculty Publications

So far, analyses of apologetic rhetoric strategies as used by individuals or organizations to respond to accusations of wrongdoing have been concentrated in the West. An analysis of political apologia in an African setting — in this case Kenya — reveals that while Kenyan politicians have used denial, victimization, mortification, and counterattacking among other self-defense strategies, one particular strategy emerges as the most commonly used by Kenyan politicians — ethnic appeal.

Salud Y Saludos: The E-News Of The College Of Health Sciences, College Of Health Sciences

College of Health Sciences

Monthly e-newsletter of the College of Health Sciences.

Johnson & Johnson's Recall Debacle, Lashonda Louallen Eaddy

Electronic Theses and Dissertations

Johnson & Johnson (J&J) has been viewed as a role model by many organizations for its successful handling of a 1982 crisis involving cyanide-laced Tylenol capsules that resulted in seven deaths. The public relations community applauded J&J for a swift response and for promptly implementing actions to prevent a similar crisis from occurring in the future. However more recently, J&J has become a poster child for poor crisis communications amidst a flood of recalls that started in November 2009. The present study used concepts from Coombs’ (2004) Situational Crisis Communication Theory (SCCT) and media framing research to develop a coding …

Androgyny And Musical Identity: Glitz, Glamour, And Everything In Between, Tanya Yvette Flores

Open Access Theses & Dissertations

Discourse of androgyny and how it functions and how it is constructed will be central to analyzing how it is utilized in popular music and how artists, particularly androgynous artists, use it to complicate their expression of identities. Androgyny is described as a mixing of both male and female genders, where there can be distinct lack of coherent gender identification. Androgyny has been revealed as an identity that neither men nor women are born with, but embody through time. It is important to illustrate a growing recognition of androgynous artists to offer us an opportunity to glimpse the spectacular evolvement …

Getting The Message Across: Message Dissemination Through The Social Media Platform As A Public Relation Tool As A Media Richness Perspective, Ana Isabel Gonzalez

Open Access Theses & Dissertations

Prior studies that evaluated social media recommended the use of social media in PR efforts. But they lacked the theoretical framework to fully evaluate the richness of the communication medium. Through Media Richness Theory, the investigator assessed the perceptions of 162 PR professionals to shed light on the richness of social media as a communication tool and, most importantly, as an effective tool for the purposes of PR. While this study revealed that social media is not a fully "rich" communication outlet, there are components that provide value to PR professionals. This study suggests that social media not simply be …

Rtbs: Your Audio Companion, 3am, Cori Schwabe, Casey Mattison, Kathryn Kawa, Allea Grummert, Nick Holle, Gabbi Silke, Derrick Sloan, Brittany Guindon, Amanda Hinrichs

College of Journalism and Mass Communications: Student Advertising Projects

Radio Talking Book Service, a non-profit organization that assists the visually impaired by providing a free radio reading service, came to the University of Nebraska-Lincoln with a challenge: increase brand and service awareness throughout Nebraska.

We began by conducting both secondary and primary research, developing key insights and examining all possible target audiences. We investigated the day-to-day life of the visually impaired, learning that many who have experienced vision loss suffer from decreasing independence and increasing feelings of loneliness. Our primary research revealed that these individuals turn first to eye care professionals, resource organizations for the visually impaired and residential …

A Framing Analysis: The Nba's "One-And-Done"Rule, Daniel Ryan Beaulieu

USF Tampa Graduate Theses and Dissertations

In 2006, the NBA introduced the "one-and-done" rule that restricted high school graduates to enter directly into the NBA draft following high school. In turn, a high school prospect would essentially now have the option of playing professionally elsewhere (most likely overseas), enter the NBA's Developmental League, or play NCAA basketball. The rule has proved to be quite controversial, as it has had a great effect on both NBA and NCAA basketball, as well as the players. Various media outlets have been quite vocal not only about the rule itself, but the perceived effects it has had on both collegiate …

Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …

An Exploration Of The Organization-Public Relationship Through Online Media: The Case Of The Tampa Bay Rays, Steven Lynch

USF Tampa Graduate Theses and Dissertations

ABSTRACT

Organizations are working to establish and maintain relationships with their target publics using a wide variety of communication tools. How they work at developing this organization-public relationship (OPR) is open to the organization, but previous research suggests there are measurement scales that can indicate what factors an organization may be doing right and those they may need to improve on.

This study examines relationship building efforts of the Tampa Bay Rays organization and the representation it has demonstrated through online content. Utilizing a content analysis, sample articles were collected and coded to examine if relationship components could be found …

An Investigation Into The Moderating Role Of Fear Appeals On The Relationship Between Regulatory Fit And Persuasion, Nam Young Kim

LSU Doctoral Dissertations

As one of the ways to persuade young people effectively, several scholars have indicated that using a tailored message that is consistent with individuals’ concerns and interests can influence their attitude and behavioral changes. Among diverse tactics to construct tailored health-messages, this research especially paid attention to individuals’ motivational goals (i.e., regulatory focus) that make them more inclined to a certain outcome. While promotion-oriented individuals primarily focus on how to achieve a desired ending, prevention-oriented individuals mainly focus on avoiding undesirable outcomes (Higgins, 1997; Higgins et al., 2001). Although numerous studies support the positive effects of the congruency between regulatory …

Splitting A Pair: Playing The Gender Card And The Race Card In American Politics, Amy Ladley

LSU Doctoral Dissertations

More than any election before, the 2008 Presidential race revealed a persistent discussion of “race cards” and “gender cards.” In spite of the reported consensus that these alleged cards were everywhere, we know relatively little about those situations where the “card” label was applied, and even less about how this label influenced voters. In fact, among key electoral sources – political elites who use identity as a campaign tool, the journalists who cover and narrate elections, and researchers who make sense of elections-based behavior – there is no consensus regarding what a card is, how or when they are played, …

Making News In 140 Characters: How The New Media Environment Is Changing Our Examination Of Audiences, Journalists, And Content, Ashley Elizabeth Kirzinger

LSU Doctoral Dissertations

This project answers the following questions: What does political reporting on social media look like? How is political journalists’ use of social media changing their relationships with sources and fellow political journalists? Triangulating qualitative and quantitative research methods (content analysis, social network analysis, and in-depth interviews) in an examination of Twitter, a social media platform popular among journalists, this project provides insight into how changes in media routines are affecting news content.

Playing The Christ Card: Courting Christians Through Religious Appeals In Political Campaigns, Matthew Lee Thornton

LSU Doctoral Dissertations

In spite of a corpus of work over the last three decades acknowledging the centrality of religion in politics, (see e.g. Hunter, 1991; Layman, 2001; Putnam & Campbell, 2010; Wuthnow, 1988), there remains a scarcity of research examining the consequences of religious communication in political campaigns. The current study fills this void through an empirical exploration of the effects of religious campaign appeals on prospective voters. Specifically, this interdisciplinary investigation develops a theoretical framework and subsequent expectations as to how religious appeals are likely to activate individual religiosity thereby influencing the formation of political attitudes. Hypothesized expectations are then tested …

Pressures, Centralization, Economics, Technology, And Ethics: Factors That Impact Public Information Officer - Journalist Relationships, Christopher Jon Mccollough

LSU Doctoral Dissertations

A study of public information officers (PIOs) in three states and the journalists that cover state government finds five primary factors that shape the working relationships between both groups. Institutional pressures on both PIOs and journalists impact the ability of both parties to meet the needs of the other party on a daily basis. High levels of centralization in state government communication limit the ability of PIOs to meet the needs of journalists, fostering journalists’ antagonism and a more combative working relationship. The economic decline of journalism is creating a dichotomous situation where PIOs can help journalists manage increasing demands …