Mass Communication Commons^™

A New Focus For A University: Designing A Web Site To Feature Community Service, Andrea Louise Clesi

LSU Master's Theses

This research used focus groups and usability testing to determine how a major land-grant university should design a Web site that would feature the community service work of faculty and staff, students and alumni, also referred to as stakeholders. University public relations professionals planned to launch an interactive Web site as part of the university’s sesquicentennial celebration in 2010, but had concerns that the Web site would not attract stakeholders. The research sought to answer the following questions based on uses and gratifications and impression management theories: What uses and gratifications, if any, do social networking sites provide stakeholders? Does …

The Role Of Race In Television News Coverage Of Shortcomings In U.S. Secondary Education, Jasmine Elise Haynes

LSU Master's Theses

Scholars and news media alike acknowledge that one of the main problems in education today is the minority achievement gaps in national testing. Although many education scholars have compiled several in-depth reasons as to why minorities, particularly African-American students, seem to generally lag behind their white counterparts, television news fails to give it’s audiences a comprehensive view of why minority achievement gaps are so prevalent in United States secondary public education. The purpose of this study was to examine where news consumers perceive television news places blame for problems in public education with regards to race. Studying how people perceive …

Press Independence In Newspaper Coverage Of The 2009 Health Care Debate, Matthew Holt Barnidge

LSU Master's Theses

This study examines press independence from the government in the 2009 national health care debate. Through a content analysis examining source expressions, or the words journalists attribute to various people in the news, the study captures the essence of the discourse represented in the news about the debate. This paper also outlines a distinction between various types of autonomy, and offers a new conceptualization of independence. Procedural autonomy, which is autonomy in journalistic norms and routines, does not necessarily result in content autonomy, which is autonomy of viewpoints expressed in the news. In other words, if non-governmental sources say substantially …

Exploring Wearin And Wearout In Web Advertising: The Role Of Repetition And Brand Familiarity, Sang Y. Lee

Faculty & Staff Scholarship

One of the most researched variables in advertising is repetition. Due to its theoretical and practical importance, repetition has received substantial attention from researchers. However, on the web, there has been little empirical evidence as to how repetition affects advertising effectiveness. This research reports an experiment that examined the effects of repetition and brand familiarity in the web advertising environment. The participants were exposed to 1 of 12 experimental conditions via the web. The results showed that while repetition had weak main effects across the dependent variables, it interacted with brand familiarity on attitudes and purchase intention. Polynomial trend analyses …

The Act Of Raising Donors: An Assessment Of Fund-Raising Stewardship Practices In Healthcare Institutions, Megan Lee Moses

LSU Master's Theses

The concept of stewardship within fund raising literature stems from the public relations theories of relationship management, which involve maintaining mutually beneficial relationships between an organization and its publics. With the current economic crisis, non-profit organizations see the need to focus more time and attention on maintaining and fostering relationships with existing donors, and therefore, the idea of stewardship stands an area of great interest to scholars and fund-raising practitioners alike. This study seeks to evaluate the role and formalization of stewardship in the fund-raising process, the current tactics practitioners use to practice stewardship, and better understand the limitations to …

Professionalization And Public Relations: An Ethical Mismatch, Rhonda Breit, Kristin Demetrious

Graduate School of Media and Communications

This paper explores the ethical culture in which contemporary public relations practitioners’ work and how it relates to the professionalisation of the domain. Focusing on the international umbrella public relations institution Global Alliance (GA) and other important industry bodies such as the Public Relations Institute of Australia (PRIA) and Public Relations Institute of New Zealand (PRINZ), we study how the ‘work’ of a public relations practitioner is described, and as a corollary, what professional and ethical standards are promoted. Our analysis draws on theories of professions (Abbott 1988; Anderson and Schudson 2009; Volti 2008) and narrative (Surma 2004, Herman 2009), …

"Blessed Be The Critics Of Newspapers": Journalistic Criticism Of Journalism 1865-1930, Yasmine Tarek Dabbous

LSU Doctoral Dissertations

This study examined journalistic press criticism between 1865 and 1930. It sought to understand how the first modern journalists conceived of their profession in a period of great transitions. As the study revealed, journalists writing about journalism between 1865 and 1930 discussed recurring themes such as commercialization, sensationalism, advertising, and ethics. They expressed ambivalence toward the rise of big business in their field and the consequences it could have on the quality of the work. In the process, journalists also defined journalism as a profession providing a public service or as a business aiming solely for circulation and profit. Definitions …

Comparative Study Of The Practice Of Product Placement In Bollywood And Hollywood Movies, Shruti Vinayak Gokhale

Master's Theses

Product placement, or placing brands in movies, is a widely recognized practice that dates from the 1980s. This study is a content analysis of product placement in 15Bollywoodand 15Hollywoodmovies from 2005 to 2009.

Statistical tests showed that there were a significantly higher number of product placements in Hollywood movies that were integrated into the storylines, verbally referred to by characters in the movies, appropriate to the movie scenes, and containingimplied endorsementsby the actors than product placements in Bollywood movies. However, in terms of duration of the time that brands were onscreen, product placements in Bollywood movies in 2006 and 2007 …

Framing Corporate Social Responsibility On The Websites Of Fortune 10 Green Giants, Kriti Ashok

Master's Theses

This thesis reports a framing study of corporate social responsibility on the Internet. The study explores how Fortune 10 Green Giants frame corporate social responsibility on their websites. The Green Giants are Honda, Continental, Suncor, Tesco, Alcan, PG&E, S.C. Johnson, Goldman Sachs, Swiss Re, and Hewlett-Packard. According to Fortune magazine, these 10 companies have gone beyond what the law requires to operate in an environmentally responsible way. The study is focused on the textual content of these 10 corporation websites. The study involves identification of frames, determination of the most used and the least used frames, and identification of patterns …

Volume 12, 2010, Ellen Hazelkorn, Nora French, Wolfgang Truetzschler

Issues

No abstract provided.

Refugees As People: The Portrayal Of Refugees In American Human Interest Stories, Sarah Steimel

Department of Communication Studies: Faculty Publications

This study combines discourse analysis and narrative analysis (Yin 2007) to examine top US newspapers’ coverage of refugees in American human interest stories. I find that the refugees are presented (a) as prior victims; (b) as in search of the American Dream; and (c) as unable to achieve the American Dream. As human-interest features, the stories provide a largely positive portrayal of individual refugees and their families. However, the human interest stories also depict refugees as current victims of the American economic crisis; deeply frustrated by their inability to achieve the American Dream. Together these discourses represent a narrative of …

The Blind Leading The Blind: Who Gets Polling Information And Does It Improve Decisions?, Cheryl Boudreau, Mathew D. Mccubbins

Faculty Scholarship

We analyze whether and when polls help citizens to improve their decisions. Specifically, we use experiments to investigate 1) whether and when citizens are willing to obtain polls and 2) whether and when polls help citizens to make better choices than they would have made on their own. We find that citizens are more likely to obtain polls when the decisions they must make are difficult and when they are unsophisticated. Ironically, when the decisions are difficult, the pollees are also uninformed and, therefore, do not provide useful information. We also find that when polls indicate the welfare-improving choice, citizens …