Social Media Commons^™

Decoding Symbolic Influence On Youtube Engagement, Emotion Resonance And Trust In Information Campaigns, Diwash Poudel

Theses and Dissertations

This study examined how symbolic images in YouTube videos influences viewers’ emotions, trust, and engagement with political content online. Approximately 2,000 videos were collected and analyzed, with a focus on both thumbnails and standout frames. The findings revealed that cultural symbols were particularly effective at capturing attention and evoking strong emotional reactions—especially anger and disgust. Notably, these same symbols also enhanced viewer trust, making audiences less susceptible to misinformation. Statistical tests confirmed that these effects were consistent and significant. To ensure the validity of these results, additional analyses were conducted to assess potential biases in YouTube’s recommendation algorithm, as well …

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 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 …

The Business Of Domesticity: Homemaker Influencer Content And The Depoliticization Of Women's Gender Roles, Kathryn Andronowitz

Undergraduate Fellows' Research

Social media platforms have seen a rise in content created by female influencers who display their domestic and family lives, from “homefluencers” and “mommy bloggers” to media sensationalized “tradwives.” Among these content creators, “homemaker” influencers curate and present their lifestyles in ways that reflect and question broader discourses on gender roles, women’s labor, and traditionalism. This study analyzes the content of ten self-identified “homemaker” influencers on Instagram to understand how they construct and maintain a self-brand amidst adjacent online communities like crunchy and far-right networks, and in a wider neoliberal, postfeminist cultural context. This paper explores how Instagram’s platform features …

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 …

To What Extent Is Social Media A Tool For Political Mobilization?, Bridget Westrum

Political Science Theses and Capstones

This study looks at the potential impacts of social media advocacy on mobilizing the pubic. Drawing from the Pew Research Center’s 2018 American Trends Panel, I look at Americans’ views of technology, political involvement, and their perceptions of social media and online engagement. I found that younger respondents view social media as more important to their political engagements. I find a significant relationship between census region and perceived importance of social media on issue involvement, as well. Respondents from the southern United States who consider themselves to be "very liberal" report a greater influence of social media on their involvement …

"Social Media Is Imperfect, But It's The Best We Have": Understanding And Addressing Sexual Health Information Seeking Challenges Among Young Adults, Alexander N. Vera

MUSC Conference Presentations

Objective:

Young adults in South Carolina face increasing challenges when seeking accurate sexual health information due to limitations in traditional and authoritative sexual health education and healthcare access. This paper investigates the future of libraries and health science librarians by exploring how young adults use social media platforms to seek sexual health information. It identifies the primary barriers young adults face and investigates opportunities for developing innovative digital health literacy resources.

Methods:

This study employed a dual-method qualitative approach, utilizing 90-minute semi-structured interviews and digital walkthroughs with 20 young adults aged 18-25 from across South Carolina. The interviews explored participants' …

When 'Weird' Means 'Dangerous': Viruses And Firewalls In Affective Polarization, Nathan J. Locke

All Theses

As traditional sources of epistemic authority face declining trust, alternative narratives have gained prominence - often leveraging the emotional and cultural resonance of seemingly simple terms. In the 2024 election cycle, the term “weird” emerged as a potent meme in American political discourse. Using a memetic perspective that incorporates elements of framing theory and Social Judgment Theory, this thesis investigates the use and reaction to “weird” and its role in shaping perception of Donald Trump, his political allies, his followers, and his opposition during and immediately after the 2024 Presidential election. The memetic perspective, which views ideas as units of …

Commodification And Objectification Of The Black Male Athlete In The Nfl, Jalen A. Terrell

All Theses

The black male body has often been viewed as a commodity in Western culture since the commodification of the black male body in the historical slave auction. Albeit slave owning ended in 1863 with the Emancipation Proclamation, it was not until 1946 that the National Football League (NFL) became integrated, and the commodification of black bodies became prevalent once again. As such, this study looks to understand how the X population from the data set for this study demonstrates the commodification of the black male body, the general discourse around the black and white male athletes, and explores the language …

Pengaruh Literasi Digital Dan Persepsi Risiko Orang Tua Terhadap Praktik Sharenting Di Media Sosial, Rusyda Hijriyati Hasanah, Elva Rahmah

Jurnal Ilmu Informasi, Perpustakaan, dan Kearsipan

Sharenting is a term that refers to the behavior of parents who routinely share their children's activities in visual form (photos or videos) through various social media platforms. This study aims to explore the influence of parents' digital literacy skills and risk perception on sharenting activities on social media. This study adopted a quantitative method using survey technique as the data collection instrument. By applying the snowball sampling method, 70 participants were involved in filling out the questionnaire. Data analysis was conducted by utilizing IBM SPSS Statistic software version 26.. The results of this study yielded several important findings: (1) …

Online Racial Discrimination, Depression, Anxiety, And Sleep Disturbances Among Ethnoracially Minoritized Young Adults: The Buffering Role Of Family Support, Aamnah M. Ullah

Theses, Dissertations and Culminating Projects

There has been a surge in young adult exposure to online racial discrimination (ORD), which is associated with impaired sleep, greater anxiety, and depression. Evidence suggests that ethnoracially minoritized college students are at increased risk for exposure to ORD. Additionally, sleep disturbances (SD) may impact the link between ORD, depression, and anxiety. Thus, this study aims to explore whether increased SDs mediate the relationship between ORD, anxiety, and depression among ethnoracially minoritized college students. This study also aims to examine whether family support (FS) moderates the indirect effect of ORD on anxiety and depression. Participants were 495 (78.6% female, mean …

A Mixed-Method Examination Of Social Media Influencers’ Source Characteristics In Sponsored Health Campaign Messaging: An Application Of Psychological Reactance Theory, Lauren Pick

Communication (PhD) Dissertations

Social media influencers (SMIs/influencers) are frequently used for marketing and public relations purposes (i.e., influencer marketing), but can be leveraged to avoid resistance to health campaign messages. Guided by psychological reactance theory (PRT), the purpose of this dissertation was to (a) uncover micro-influencer characteristics that mitigate reactance toward sponsored social media posts, (b) investigate whether influencers induce less reactance than non- influencers when disseminating sponsored health content, and (c) experimentally test whether influencer source characteristics mitigate reactance to sponsored health messaging. In Study One, focus groups with Gen Z Instagram users (N = 12) identified SMI use of controlling, “one …

Populism And Religious Rhetoric In Spain's Right-Wing Vox Party, Ainsley Taylor

College of Arts & Sciences Senior Theses

This thesis examines the intersection of populism and religious rhetoric in Spain’s right-wing political party, Vox. By analyzing Facebook posts from Vox’s national and regional accounts in the months leading up to the 2019 and 2023 national elections, as well as key regional elections in Andalusia and Cantabria, this study explores how the party strategically employs religious themes to shape its populist discourse. The findings indicate that Vox primarily uses religious rhetoric to construct an exclusive national identity, framing perceived external threats such as immigration, secularism, and leftist politics. While the party's use of religious rhetoric declined slightly between 2019 …

The Influencer Behind The Adventure: How Social Media Influencers And Ai Affect Consumer Travel Intentions, Preferences, And Behavior, Anna A. Buie, Jee Young Chung

Journalism Undergraduate Honors Theses

Social media influencers have become powerful figures in shaping consumer decision-making, particularly within the travel and tourism industry. Utilizing parasocial interaction theory, this study investigates how various aspects of influencers and content types affect consumer attitudes and behaviors. Especially, a 3 (travel content: family, romantic couple, or solo travel) × 2 (influencer type: real vs. AI) × 2 (content type: emotional vs. logical) between-subjects design was employed. The study examines how these factors influence perceived influencer expertise and trustworthiness, credibility, parasocial interaction, attitude and intention to visit a travel destination. The findings offer insight into which influencer characteristics most effectively …

“Floptok Is Not A Trend. It’S A Lifestyle”: Camp, Performativity, And Community Dynamics In An Adolescent Tiktok Subculture, Drake Hansen

All Graduate Reports and Creative Projects, Fall 2023 to Present

Floptok is an online meme-sharing community or subculture that began to take shape in 2021, united by a particular sensibility and set of memetic materials. To outsiders, Floptok is seen as a loud, brash, and often abrasive community whose memes, characterized by low-quality audio and video, often feature “icons”—a range of invented characters and real people—and audio of pop songs heavily edited to feature hypersexual lyrics from the rapper CupcakKe, as well as portions of the 2019 Chinese pop song “Yěhuāxiāng.” This thesis built on scholarship in digital and young people’s folklore in an ethnographic case study of Floptok’s humor …

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 …

Sociological Understandings Of Entrepreneurial Action And Intention, Jeffrey Cavanaugh

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

Entrepreneurship as a trend has emerged across many different disciplines, drawing on theory from psychology, economics, and sociology. Importantly, sociologic aspects of entrepreneurship remain hidden from scholarship, as existing topics are often vague or narrowly partitioned. In my dissertation, I utilize sociological understandings of human interactions which define entrepreneurial intention and action. Specifically, I explore how entrepreneurs’ religion, rurality, and social media use influences their behaviors. Throughout these three quantitative essays, I contribute to a better understanding of the social psychology of entrepreneurship, and why entrepreneurial pursuits are so intricately linked to every aspect of society. Throughout my research, which …

Connecting With Millennials: A Guide For Donor Engagement, Sydney A. Hopkins

All Theses

Millennials are emerging as a vital donor demographic, yet many resource-limited nonprofits, including Clemson Community Care (CCC), struggle to effectively engage this generation. This applied thesis project investigates how CCC can build meaningful connections with millennial donors by exploring nonprofit awareness, donor motivations, communication expectations, content preferences, and common barriers to giving. Using qualitative data gathered from two focus groups of millennial participants, this study reveals that millennials represent a diverse and distinct audience with unique expectations for nonprofit communication. Grounded in public relations theories of stewardship and organization-public relationships (OPR), the research highlights the importance of flexibility and autonomy …

Nature Of Smartphone Use: The Underlying Mechanisms Between Nature Exposure And Urge To Use Social Media, Jia Yi Aw

Dissertations and Theses Collection (Open Access)

The urge to use social media is prevalent and costly in modern society. However, little has been researched on how nature exposure can manage urge to use social media to combat its negative consequences. It was hypothesized that nature exposure through Instagram posts in Study 1 and nature park in Study 2 reduces urge to use social media. The underlying mechanisms were tested in a theory-driven serial mediation model, in which positive emotions, attention restoration and self-regulation served as serial mediators. Study 1 employed Instagram experimental manipulation in a laboratory setting by randomly assigning 206 undergraduates to view Instagram accounts …

Dancing In The Digital Age: How Social Media Shapes The Commercial Dance Industry, Luke Lisowski

Honors College Theses

Social media has fundamentally transformed the commercial dance industry, reshaping how dancers establish careers, connect with industry professionals, and promote their artistry. This thesis examines the impact of social media platforms – such as Instagram, TikTok, and YouTube – on career growth by facilitating networking opportunities, increasing visibility, and redefining industry standards. The research explores how digital platforms have shifted the traditional pathways to success, enabling dancers to showcase their work independently while also creating challenges related to self-promotion, competition, and mental health.

Through a series of in-depth interviews with professional dancers and choreographers actively working in the industry, this …