Social Influence and Political Communication Commons^™

The Dynamics Of Word-Of-Mouth Marketing: An Agent-Based Modeling Approach To Message Credibility And Consumer Engagement, Ali Nasirzonouzi, Carlos Gershenson

Northeast Journal of Complex Systems (NEJCS)

Word-of-mouth (WOM) marketing is a critical factor in the dissemination of information and adoption of products in social networks. This paper investigates the impact of two important factors message credibility and consumer engagement on WOM adoption dynamics using agent-based modeling (ABM). This study proposes a simple qualitative model to investigate how these factors influence adoption rates through both broadcast communication and peer-to-peer influence by simulating interactions on a spatially clustered network.

The findings show that increased message credibility significantly boosts adoption, achieving a balance between broadcast and social mechanisms. Also, consumer engagement primarily affects the adoption mechanism, shifting the effect …

Effectiveness Of Seca Skin Public Relations Marketing Through Live Streaming On Tiktok, Mochamad Alvansa, Margareta Manalu

Journal of Indonesian Tourism and Policy Studies

This study examines the utilization of TikTok's live streaming feature as a public relations marketing strategy in the beauty industry. Using a qualitative descriptive method, the research is grounded in public relations marketing and live streaming theories. Through in-depth interviews, it explores how the beauty brand Seca Skin optimizes this feature to expand market reach, increase sales, and enhance consumer engagement. The findings reveal that Seca Skin successfully meets four key aspects of live-stream selling: Attractiveness, Trustworthiness, Expertise, and Purchase Convenience. These factors contribute to higher audience engagement, strengthened customer loyalty, and more effective purchasing decisions. Moreover, the study highlights …

Content Analysis Of @Fadiljaidi's Instagram As A Reference To Gen Z'S Followers Self-Existence, Syifa Alvernia Naufal, Margareta Manalu

Journal of Indonesian Tourism and Policy Studies

Social media has become the primary platform for generation Z to express themselves and establish their existence in the digital space One of the most influential social media platforms for generation Z is Instagram. Among the many Instagram influencers in Indonesia, Fadil Jaidi stands out for capturing his followers attention through humorous and relatable content. This study aims to analyze how the Instagram content of @fadiljaidi serves as a reference for self-existence among generation Z followers. Using a descriptive qualitative method, data were collected through in-depth interviews with five informants from generation Z who actively follow the Instagram account @fadiljaidi. …

Narrating The New Cold War: Investigating Chinese Cyber Propaganda And Sino-American Tensions On Bilibili, William G. Highfill

Undergraduate Theses, Capstones, and Recitals

This thesis examines Bilibili, a Chinese video-sharing platform originally known for its anime, comics, and gaming (ACG) content, as a critical site for the formation and circulation of nationalist discourse in the context of a “New Cold War” between the United States and China. As ideological rivalry increasingly shifts from traditional state media and military posturing to decentralized digital platforms, Bilibili offers a unique case study in how propaganda evolves in participatory online spaces. Through a combination of digital ethnography and discourse analysis, this research explores how Bilibili’s algorithmic infrastructure, comment culture (弹幕), and remix-oriented design allow users to not …

Ai And Affective Polarization: The Ethos, Pathos, And Logos Of Political Rhetoric, Odette A. Henry

Student Theses and Dissertations

Campaign messages created using artificial intelligence (AI) tools were used in the 2024 Presidential election. AI videos, images, and audio recordings were used for the first time in campaign strategies to influence voters. The purpose of this research is to examine the AI campaign messages to identify rhetorical strategies used to influence voters. A selection of campaign artifacts was analyzed according to Aristotelian rhetorical strategies – ethos, pathos, and logos. Aristotle states that these techniques can be manipulated in the interest of political persuasion. The findings support his position and indicate that most 2024 AI campaign messages are partisan, manipulative, …

Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas

GDI. Revista de investigación de Género, Diseño e Innovación

Introducción: El marketing predictivo, impulsado por la inteligencia artificial (IA), está transformando cómo las marcas anticipan las necesidades de sus audiencias. En Moda, la personalización es clave para conectar emocionalmente con los consumidores, pero también es esencial que las marcas sean inclusivas, respetando la diversidad y la privacidad. Este artículo explora cómo las marcas de moda usan el marketing predictivo para segmentar audiencias diversas, garantizando campañas personalizadas e inclusivas. Metodología: Este estudio adopta un enfoque mixto, combinando revisión documental y análisis cualitativo. Se revisan fuentes académicas y casos de marcas que aplican marketing predictivo inclusivo, utilizando tecnologías como machine learning …

#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 …

An Analysis Of Renewable Energy Frames In The News Media Pre- And Post-Trump Administration, Kendall Anjolie Rozen

Communication Studies

This paper aimed to examine how news media portrayed environmental issues, specifically renewable energy, and how this may differ between two presidential administrations in the United States. Entman’s framing theory was used to analyze the portrayals of renewable energy in the articles selected. The frames chosen were based on research done by Rochyadi-Reetz et al. (2019) who established four framing dimensions within environmentally-focused news media. These dimensions are as follows: (1) economy, (2) society, (3) environment, (4) technology. A fifth dimension ((5) policy) was added by the researcher. This paper used a deductive quantitative analysis to mark these themes as …

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 …

#Protestpolicing: Intersecting Race And Social Media Activism In The Mile High City, Nancy Rios-Contreras

Sociology Faculty Articles and Research

Demonstrations addressing police use of force stress the importance of revisiting the organization strategies of social movements. Fatal use of force against individuals of color continues to tarnish police-community relations. Social media helps elevate the political movement addressing police use of force, but understanding social media as an activist resource remains underdeveloped. Resource mobilization theory is applied to the conceptualization of protest activities to describe how activists use social media as a resource to initiate and create local community change. This exploratory study consists of 20 semi-structured, in-depth interviews with activists over 18 years old and fieldwork observation. While social …

Talking About Politics On Social Media?: Opinions Of Emerging Adults, Barbara Ruth Burke

The Qualitative Report

News stories say the Internet is filled with increasingly polarizing, politically strident speech. Looking beyond the headlines, this study investigates experiences of non-activist, emerging adults at a small college, to see in what ways their everyday social media communications reflect these conflict-oriented, argumentative extremes, and/or if they have internalized a version of the “spiral of silence.” Regarding active media engagement, this project describes how social media is used by a selected group of emerging adults and investigates the reasons these people give when explaining the risks they perceive are related to political communication on social media. Fifteen structured interviews from …

Analyzing Florida’S Lgbtqia+ Censorship Laws And Their Anti-Democratic Attack On Education, Peyton Sibert

Dialogue: The Interdisciplinary Journal of Popular Culture and Pedagogy

The past four years (2021-2024) have seen an increase in academic censorship laws and anti-LGTBQIA+ rhetoric across the United States. Florida, specifically, has established itself as a leader in discriminatory legislation. In this paper, the author analyzes four Florida laws: HB 1557, HB 1069, HB 7, and SB 266, along with the rise in book bans to consider both the pedagogical effects and negative impacts on the LGBTQIA+ community. These analyses will be juxtaposed with extant political rhetoric around these laws to expose a) the intent of the law b) the contradictions within and across laws and thereby c) the …

Becoming A Beloved Community: A Restorative Reckoning For A Radical Conversion To Transform Discourse In Higher Education, Latasha Tomay Varlack-Butler

Dissertations

This dissertation critically examines the misappropriation of Restorative Justice Discourse (RJD) within three predominantly white institutions (PWIs), analyzing 59 institutional documents through Critical Discourse Analysis, Relational Critical Discourse Analysis, and Rhetorical Criticism (Fairclough, 1995; Vaandering, 2021; van Dijk, 2008). Tribal Colleges and Universities and South African institutions have emerged as exemplars of authentic RJD, countering co-optation within PWIs. The findings demonstrate that RJD as applied in PWIs is framed in ways that attenuate its transformative potential, perpetuating color-evasiveness (Bonilla-Silva, 2017) and obscuring the intersectional experiences of Black, Indigenous, and disabled communities (Crenshaw, 1991; Million, 2009).

Grounded in decolonial praxis (Smith, …

Respectability, Code-Switching, And Expression: Examining The Experience Of Black Expressive Arts Therapists Through A Sociolinguistic Lens, Darrien Bush

Expressive Therapies Theses

This literature review explores how the linguistic phenomenon of code-switching can be applied to expressive arts and expressive arts therapy to describe the experience of Black expressive therapists. The review outlines the evolution of the term, reasons why individuals switch codes, and how this affects their experience. The understanding of code-switching is then examined in expressive arts and the expressive arts therapy field. A history and understanding of code-switching in Black communities is also explored, connecting Black experiences of code-switching and expressive arts therapy programs. A discussion suggests that culturally relevant practices are implicitly discouraged due to dominant expectations. Future …

The Dramaturgy Of Public Policy On Raising Subsidized Fuel Prices In Indonesia (Policy Comparative Analysis Between 2013 And 2022), Nezar Patria, Budi Irawanto, Ana Nadhya Abrar

JURNAL KOMUNIKASI INDONESIA

This study examines the policy of raising subsidized fuel prices in Indonesia through a dramaturgical lens, employing discourse analysis as its methodology. Each fuel price increase triggers intense political debates, involving key governmental figures and eliciting diverse public responses. The research contrasts two pivotal periods: the policy decisions during President Susilo Bambang Yudhoyono's administration in 2013 and those under President Joko Widodo in 2022. Using a dramaturgical framework, the study analyzes the dimensions of scripting, setting, staging, and performance in policymaking, highlighting how each administration constructs distinct policy narratives. In 2013, the policy faced significant opposition and robust public discourse. …

Having A Home To Come Home To: How Subsidized Housing Impacts Unhoused Pregnant Women, Stephanie O. Porvaznik

Master's Projects and Capstones

Community based organizations (CBOs) lead the charge in the fight to end housing insecurity and often must make up where local governments fall short. San Francisco is an example of a municipality that has a long history of addressing instances of housing insecurity for its residents, and where CBOs step in to provide housing support for populations with unique and special circumstances. One CBO that operates in San Francisco that I was interested in studying was the Homeless Prenatal Program (HPP), and the Jelani House, a housing subsidy that is funded and operated by the HPP for pregnant women who …

The Performance Of Gender In Sound And Screen: Unpacking And Countering The Double Standards Of Women In Taylor Swift’S “The Man,” Brienne Of Tarth, And The Substance, Alexandra C. Ali

Masters Theses, 2020-current

This rhetorical analysis examines how femininity is constructed, policed, and resisted in popular culture through three case studies: Taylor Swift’s “The Man,” Brienne of Tarth from Game of Thrones, and The Substance, using the lens of Judith Butler’s theory of gender performativity. “The Man,” both the song and the music video, reveals the double standards working against women, incorporating an additional layer of analysis through Kenneth Burke’s perspective on incongruity. Brienne of Tarth from Game of Thrones defies gender expectations, blurring the line between the performance of masculinity and femininity. Additionally, this analysis embodies archetypes of women, such …

The Influence Of Narrative Point Of View In Fanfiction On Character Identification And Parasocial Romantic Attraction, Rachel Delaurenti, Alex Cocoros, Lourdes Duque, Sean Oriotis, Jonathan Jauregui

Student Scholar Symposium Abstracts and Posters

This study examines how narrative point of view influences character identification and parasocial romantic feelings in fan fiction. In order to conduct this research, an experiment was conducted in which participants read fan fiction about their chosen media figure (celebrity or fictional character) written in one of three perspectives: first-person self-insert, third-person self-insert, or third-person original character. Participants then responded to a series of questions regarding identification and physical and emotional parasocial romantic attraction. Following statistical analysis of the survey data, the study yielded results that indicate that there are stronger levels of identification and physical parasocial romantic attraction when …

The Priming Effect Of Music On Political Alignment, Katherine Hailey, Blue Brasher, Brandon Kim

Pepperdine Journal of Communication Research

No abstract provided.

Advertising To Children: A Content Analysis Of Ryan's World, Cora Denny

Departmental Honors & Graduate Capstone Projects

Ryan’s World is a children's toy review YouTube channel with over 36 million followers and features kid YouTuber Ryan Kaji. A qualitative content analysis of the YouTube channel Ryan’s World was conducted to observe the rhetorical strategies the videos employ to sell Ryan’s World products, as well as how those strategies compare to traditional advertising. An analysis of twelve videos resulted in dominant themes of increasing brand familiarity and product performance of Ryan’s World products. These were accomplished through the use of traditional advertising rhetorical strategies such as product placement, special effects, appeals, and more. The study shows that the …