Social Media Commons^™

The Emerging Social Media Water Cooler? Motivations For Reddit Use In A Niche League, Jan Boehmer, Brendan O'Hallarn

Communication & Theatre Arts Faculty Publications

Social media play a key role in sport marketing—with athletes, teams, and leagues directly engaging with their audiences. While Facebook, Instagram, and Twitter have received much attention in the sport marketing and communication literature, research on Reddit is scant. This is particularly noteworthy, as the platform is growing rapidly and promises utility for users with nonmainstream interests to find and engage with each other. This study employs a uses and gratifications approach to investigate how prevalent Reddit use is among fans of the United Football League (UFL), what motivates users to engage with the platform, and whether Reddit use leads …

Causal Effect Estimates Of Online E-Cigarette Marketing Exposure On Future E-Cigarette Harm Perception And Use, Paul T. Harrell, Nicholas T. Williams, Kara E. Rudolph, Rachel Ayala Guzman, Ateeqa Ijaz, Nicole Rychagov, Aaron Null, Silvia S. Martins

Department of Pediatrics Faculty Publications

Background

Globally, over 10 million youth use e-cigarettes; United States use, in particular, dramatically rose in the late 2010's, exceeding year-over-year increases from any other substance in over four decades. This rise has been partially attributed to youth online e-cigarette marketing exposure, but has not been appropriately studied.

Methods

We examined youth data from the Population Assessment of Tobacco and Health (PATH) spanning the dramatic increase period (Waves 4, 4.5, and 5; 2016-2019). We estimated average risk differences (RD) for Wave 5 e-cigarette harmfulness perception and use comparing all youth versus no youth reporting past-month online e-cigarette marketing exposure in …

Digital Diplomacy And Activism: Sustaining Institutional Legacy Through State-Proxy Discursive Competition In The Aftermath Of The Usaid 2025 Suspension, Maryam Alaa Elprince

Capstone and Graduation Projects

This study examines how the 2025 suspension of the United States Agency for International Development (USAID) transformed the arena of U.S. foreign-aid diplomacy by eliminating the agency’s operational capacity and erasing its digital presence, thereby redistributing discursive authority across a fragmented communicative field. The research aims to determine how diplomacy adapts when a bilateral institution central to American soft power is dismantled through top-down decision, and whether discursive power exercised online can extend institutional relevance and legitimacy beyond structural collapse. Using an interpretivist qualitative design that combines digital-forensic reconstruction, document-based content analysis, and elite interviews  with top ranking officials, the …

Social Media, Masculine Body Ideals, And The Drive For Muscularity: A Serial Mediation Model Across Sexual Identities, Sean P. Mcdaniel

Theses and Dissertations

Body image concerns among men are increasingly prevalent yet remain understudied compared to women’s experiences. Drawing on objectification theory, the present study examines the relationship between social media influence and men’s drive for muscularity through a serial mediation model. Specifically, the present study investigates whether the internalization of masculine body ideals and engagement in body surveillance behaviors mediate the link between social media influence and the drive for muscularity. Furthermore, the present study model attempts to explore how these processes differ across sexual identities, given evidence that sexual minority men face distinct sociocultural pressures regarding appearance. Adult male-identifying social media …

Viral Misunderstandings: Reddit Posts And The Covid-19 Infodemic, Julia C. Knutson

Scripps Senior Theses

Information epidemics or “infodemics” became the center of misinformation conversations, due to a global increase in information spread surrounding the COVID-19 pandemic. While many academic scholars and institutions, such as the World Health Organization (WHO) attribute the cause of infodemics to anti-science attitudes and the public’s lack of scientific literacy, scholars in Science, Technology, and Society argue that analyzing misinformation within these isolated bounds limits our understanding of its underlying social and historical contexts. Using the COVID-19 pandemic as a case study for misinformation analysis reveals a gap in our current understanding of how people who resonate with or spread …

Crisis Communication In The Influencer Era: A Crisis Response Analysis Of Poppi And Alani Nu, Meredith E. Staley

Honors College Theses

As social media continues to reshape modern public relations practice, beverage brands like Alani Nu and Poppi offer relevant examples of influencer-driven communication and crisis response. This honors thesis compares and contrasts these brands following two major crises: Poppi’s influencer vending machine campaign and the health concerns and backlash surrounding Alani Nu’s energy drinks. Despite the well-known prevalence of these brands, there is little scholarly research examining their crisis communication strategies. Guided by Situational Crisis Communication Theory, this study uses a combination of social and news media content analysis to evaluate how each brand responded to its respective crisis. Each …

Socio-Spatial Patterns Of Suicide Mortality In The United States, Kushagra Tiwari, M. Amin Rahimian, Marie-Laure Charpignon, Philippe J. Giabbanelli, Praveen Kumar

VMASC Publications

Suicides cause more than 49,000 deaths per year in the United States, including 55% associated with the use of a firearm. Across states and counties in the US, suicide mortality exhibits substantial geographical and sociodemographic heterogeneity. However, the role of large-scale social networks in shaping this variation remains underexplored. To assess how both the risk of suicide mortality and the effect of firearm restriction policies propagate through inter-county social ties, we integrate data on county-level suicide mortality (2010–2022) and the Facebook Social Connectedness Index (SCI), a continuous measure of the strength of social ties between counties used to derive weighted …

How Does Media Exposure Promote Nature Deprivation, Impacting Next Generational Social Interaction? Screen Time Vs. Green Time: A Cross-Sectional Survey Study, Mia N. Ryder

Honors Theses and Capstones

This study explores the impact social media can have on individuals' other qualities of life. This study particularly highlights its impact on in-person social engagement along with nature utilization and enjoyment, keeping in mind the corresponding benefits associated with those two variables. UNH undergraduate students were selected as participants. Participants completed surveys assessing their sense of regulation with social media consumption and reliance, their tendency to use and enjoy accessible natural resources, and their overall capacity to experience social comfort. Our survey was designed using 3 separate scales: A Green Space Enjoyment Scale, Social Comfortability Scale, and the third being …

Adolescent Girls’ Experiences Of Digital Dating Abuse Through Social Media: A Scoping Review, Kiara E. Rodriguez

Social Work Theses

Teen dating violence (TDV) is a prevalent adverse childhood experience with lasting psychological and behavioral consequences. As adolescents increasingly engage with social media, with 95% of teens aged 13-17 reporting using it, digital spaces have become a significant context in which dating abuse can occur. Digital dating abuse (DDA) refers to patterns of abusive behaviors that are directed toward a dating partner through digital technologies, including social media and mobile phones. Despite the growing role of social media in adolescent relationships, research on how adolescent girls experience DDA in these contexts remains limited. The central question for this scoping review …

Technology-Facilitated Violence And Abuse: Portrayals And Perceptions, Christina S. Walker

University of Kentucky Doctoral Dissertations

In the past, intimate partner violence (IPV) was primarily perpetrated in person. However, due to new mediated communication technologies and capabilities like social media and artificial intelligence (AI), perpetrators can use this technology for various purposes including subjecting others to violence, harassment, and abuse. Such violence can be a form of IPV and is referred to as technology-facilitated violence and abuse (TFVA). TFVA is becoming increasingly prevalent and is encountered by a staggering percent of women. Furthermore, unlike traditional forms of IPV, even men are subjected to TFVA at increasing and disproportionate rates, particularly male teens.

In the current state …

Adaptive Boundary-Aware Fact-Checker Placement For Misinformation Suppression In Social Networks, Mostafa Taghizade Firouzjaee, Ghazal Naderi, Ross Gore, Neda Moghim

School of Cybersecurity Faculty Publications

The spread of fake news on online social networks is driven by imitation-based user behavior and network topology, often leading to persistent misinformation clusters and echo chambers. In this study, we develop a spatial evolutionary game-theoretic framework in which agents update their latent opinions through payoff-biased imitation, while external fact-checkers act as non-imitative intervention nodes. Building on this formulation, we propose an adaptive, boundary-aware intervention mechanism that dynamically regulates both the density and spatial allocation of fact-checkers according to real-time system conditions. Competing information clusters are identified through local neighborhood composition, enabling boundary nodes, i.e., interfaces between fake-news and non-fake-news …

Gen Z Perspectives On Mental Health Service Interaction: A Qualitative Content Analysis Of Reddit Discourse, Victor A. Aguiar

Honors Undergraduate Theses

Compared to prior generations, Generation Z engages with mental health and mental health service interaction in distinct ways, frequently using social media platforms to share experiences, concerns, and opinions. Previous research has examined mental health discourse on Reddit; however, much of this work relies on inductive thematic approaches and offers limited focus on mental health service interaction and the factors influencing utilization. Guided by the Theory of Planned Behavior (TPB), this study examines how Generation Z discusses mental health service use through online discourse. Public Reddit posts authored by users identifiable as Generation Z, based on self-reported age, school enrollment, …

From Screens To Stress: Public Health Implications Of Cancer Worry In A Digitally Connected World, Shreya Mathur, Ethan Burns, Michael Pokojovy, Tzu-Liang Bill Tseng, Sunil Mathur

Mathematics & Statistics Faculty Publications

Aims:

This study examines how digital information environments, genetic testing experiences, health behaviors, and psychological distress influence cancer-related worry among adults in the United States. It further considers the public health implications of elevated or reduced cancer worry for prevention and risk communication.

Methods:

Data were drawn from a nationally representative survey of 6,252 U.S. adults. Measures included reliance on social media for health decision-making, smoking status, history of genetic testing, and psychological distress. Multivariable analyses assessed associations between these factors and levels of cancer worry.

Results/Findings:

Reliance on social media for health decisions was associated with greater cancer worry, …

The Impact Of True Crime Podcasts On Cold Case Investigations And Victims' Advocacy, Kyle Gamache, Karlie Rice, Ashley Allen, Willem Pontbriand

Arts & Sciences Faculty Publications

True crime has long captivated public interest, evolving from sensationalized accounts in the Middle Ages to the widespread popularity of modern podcasts. This qualitative study explores the ethical complexities of true crime media by examining how it intersects with criminal investigations, public perception, and victim advocacy. Through in-depth interviews with law enforcement officers, victim advocates, and true crime content creators, the study investigates differing attitudes toward the role of podcasts in active and cold cases. Using Colaizzi’s (1978) phenomenological method, data were analyzed to uncover shared and divergent themes across professional roles. Law enforcement participants voiced concerns over web- sleuthing …

The Impact Of Social Media Movements On Policy Changes Made In The United States, Michelle Levy Korine

Honors Undergraduate Theses

This study focuses on researching the relationship between social media movements and policy changes in the United States. Over the last decade, digital platforms such as TikTok, Instagram and X have become important tools to encourage political involvement. These platforms have led to an increase in public participation, movements to become more popular and to organize protests. Many current studies focus on the social and cultural aspects of online activism, but fewer examine wither these movements lead to the legislative change asked for.

This thesis relies on the question, "To what extent does social media activism contribute to policy change …

Creation And Representation: Rhetorical Effectiveness Of Audience Construction Within The Deaf Vlogging Community, Imani Rodriguez

Honors Undergraduate Theses

Diverse minority groups use YouTube as a platform to share stories, grow brands, and develop communities online. While previous research has investigated Deaf-focused videos on YouTube, past focus has been on video genres, creator purpose, and how content engages with existing representation and stigma (Hibbard & Fels, 2011; Li et al., 2022; Souza et al., 2023; Martzos et al., 2021; Oliveira et al., 2021; Parton, 2016). There has also been research on how online communities can initiate open conversation for many minority groups that may not be possible due to location, disability, or censorship (Case, 2012).

This research focuses on …

A Qualitative Analysis Of Youtube-Based Dietary Messaging On Type 2 Diabetes For South Asians, Sukhmani K. Dhaliwal

Honors Undergraduate Theses

While South Asians experience a disproportionately high risk of Type 2 Diabetes Mellitus (T2DM), culturally tailored dietary guidance remains limited within healthcare settings. As digital platforms increasingly serve as sources of health information, YouTube has grown as a prominent space for the publishing and consumption of dietary advice. This study examines how diet-related messaging about T2DM is communicated in YouTube videos directed at South Asian populations.

Using qualitative thematic analysis, 21 videos published between 2016 and 2025 by influencers with a wide reach were analyzed. Videos were selected based on relevance to South Asian audiences, focus on dietary management of …

Too Warm To Win Big? Unpacking The Backer Dynamics Behind Female Crowdfunding Success Using A Warmth And Competence Perspective, Dan Liu

Journal of International Technology and Information Management

While crowdfunding is often heralded as a democratized funding avenue that empowers women with higher success rates, this study reveals a more nuanced picture of gender dynamics. The Stereotype Content Model suggests that women are often perceived as warmer but less competent. Using a large dataset from Kickstarter, we find that female-led projects can attract more backers, likely due to warmth-driven appeal, but receive smaller average contributions, potentially due to concerns about risk linked to lower perceived competence. However, the total funding raised by female-led campaigns is comparable to that of male-led ones, showing no clear advantage or disadvantage. This …

Online Community Dynamics: An Analysis Using Louvain During Major Sporting Events, Anushka Jaint, Yashodhan Karulkar, Kashish Jindal, Sri Sai Harshita Gadavarthi, Sanya Gulati

Journal of International Technology and Information Management

With the power of social media transforming the way people connect and interact with each other, the dynamics of community formation on platforms such as X during major events are of crucial importance. While social media is an increasingly key driver in determining interactions, little is known about the online influence forming and developing fan communities in high-stakes events. This study looks into the development of user communities for datasets drawn from Kaggle on two of the world’s largest sporting events: the FIFA World Cup 2022, or football, and the T20 World Cup 2022, or cricket, with the aim of …

Modern (Networked) Warfare: Its Concepts, Evolution, And Issues, Ramesh Subramanian

Journal of International Technology and Information Management

The on-going Russo-Ukraine war (February 2012-present), the recent India-Pakistan war (May 7-10, 2025), and the Israel-US attacks on Iran (June 13, 2025) have become interesting for a variety of reasons, and garnered a lot of attention in international defense publications and weapons manufacturers. To many defense analysts and defense industry professionals, these wars have become real-life testing platforms to examine and evaluate various present-day war technologies. They have opened up discussion on the future of war, the increasing use of inter-connected networks in warfare, and the increasing use of remote-operated drones in conducting surveillance and in offensive actions against …