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Companies have been forced to take note of the emerging social media app, TikTok, which has attracted more than a billion users to its platform and invited businesses into an uncharted market ready to be exploited. By seeking to understand and employ the unique features which have led to TikTok’s far-reaching success, many companies can similarly improve their position. In particular, traditional movie companies, which have recently suffered blows at the box office due to factors such as competition with online streaming, could benefit from an analysis of this tech to restore lost engagement and revenue. Specifically, how can the movie industry apply TikTok’s interactive methodology to navigate its current condition and reemerge amid new digital trends?

Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor retention, as non-profits seek sustainability moving forward.

Technology can be used in amazing and creative ways to spread the gospel and create community across borders. The Apostle Paul used the communication tool of his time, letters, to communicate with churches from a distance. Today’s tools include social media which, when used properly and with intent, can positively influence an organization in the name of the gospel. Missions organizations have an incredible opportunity to use strategies and content to create a viable social media ministry. Theories such as the Community Development Theory and various reception theories contribute to an understanding of two-way communication and engagement between organization and audience. An evaluation of audience, platforms, and content go into creating a social media strategy that can be measured and reevaluated to continuously improve and meet organizational goals.

In this analysis, methods of mass communication employed by the church throughout its history will be reviewed. The context for this church study is specifically within American culture. Strategies for the most effective form of mass communication have evolved drastically within the past few years. For the church to properly engage in culture, it must understand the communication strategies that have intentionally or unintentionally been utilized throughout its history. An effective method of mass communication for the church is proposed.

In this analysis, methods of mass communication employed by the church throughout its history will be reviewed. The context for this church study is specifically within American culture. Strategies for the most effective form of mass communication have evolved drastically within the past few years. For the church to properly engage in culture, it must understand the communication strategies that have intentionally or unintentionally been utilized throughout its history. An effective method of mass communication for the church is proposed.

Influencer marketing is the promotion of services and products through individuals with a large social media following. The research contained within this thesis will discuss the topic of influencer marketing and the responses of the consumers targeted. This study observed the different types of responses and comments that followers of Instagram influencers left on their posted content. The themes and characteristics of responses of Instagram influencer followers will be found through a qualitative content analysis. The study is supported by self-presentation theory, which suggests that individuals, in this case social media influencers, present themselves in a way that results in others’ perception of them.

Identity has become an incessant focus for millennials. They ascribe ever-growing significance to identity anchored in an accepting community that elevates their perception. Subsequently, identity is increasingly significant for brand and consumer relationships. Successful brands understand this and incorporate a pervasive sense of their unique identity into their brand, visually and otherwise. This case study of Hillsong Church hopes to help churches understand the importance of visuals in communicating identity. Hillsong Australia’s Instagram is examined using the Saussure model of visual semiotic theory to understand how they present their church identity in relation to millennial identity. The two most dominant visual themes on their account are promotion and entertainment (respectively). Lesser themes are as follows; the Houston family, congregants, text-based visuals, holidays, landscapes, and a small “miscellaneous” category. Using these results, this thesis analyzes Christian scripture to better understand theological ramifications of social media practice. Working off this foundation, this thesis offers practical advice for local churches seeking to improve social media engagement and more accurately reflect their congregation.

Crisis communication is an ever-evolving form of communication that is integral to a business’s success. When tragedy strikes, businesses must have a thorough plan of response that manages the situation and protects their brand. This paper discusses the definition of crisis communication, its history, and how modern trends like social media, have revolutionized it. This study is important because it influences a business’s public perception, and sustainability. Thorough knowledge of crisis communication is critical to a business student’s education and will prepare them for working in fast-paced communication and business environments. An analysis of this topic should yield an understanding of crisis communication and how it can be best applied in crisis situations.

This research investigates the current plague of unemployment and underemployment that nearly half of qualified individuals in the field of Visual Communications are met with after graduation. Students who major in this field dedicate a tremendous amount of time, money, and energy toward developing a broad skillset that resolves critical matters of communication through visual solutions. Research has demonstrated that despite conditions that are subject to ongoing change of economy, industry, and marketplace there are contributing factors that must be addressed to overcome un/underemployment regardless of circumstances. These include an underdeveloped network of professional contacts, deficiency in recognizing or responding to changing conditions, and a limited ability to customize one’s career around their unique specialization. The purpose of this study is to provide students who major in Visual Communications the information and tools needed to incorporate their ability to adapt and problem solve from their skillset into their search for work. To explore this issue, information was gathered through secondary research that involved data from federal databases, case studies, literature review, and secondary research in general. Return on investment for one’s education is measured in consideration of three primary themes: job satisfaction, income, and quality of life, which may provide hopeful opportunity for professionals in Visual Communications to overcome un/underemployment through career customization.

This research investigates the current plague of unemployment and underemployment that nearly half of qualified individuals in the field of Visual Communications are met with after graduation. Students who major in this field dedicate a tremendous amount of time, money, and energy toward developing a broad skillset that resolves critical matters of communication through visual solutions. Research has demonstrated that despite conditions that are subject to ongoing change of economy, industry, and marketplace there are contributing factors that must be addressed to overcome un/underemployment regardless of circumstances. These include an underdeveloped network of professional contacts, deficiency in recognizing or responding to changing conditions, and a limited ability to customize one’s career around their unique specialization. The purpose of this study is to provide students who major in Visual Communications the information and tools needed to incorporate their ability to adapt and problem solve from their skillset into their search for work. To explore this issue, information was gathered through secondary research that involved data from federal databases, case studies, literature review, and secondary research in general. Return on investment for one’s education is measured in consideration of three primary themes: job satisfaction, income, and quality of life, which may provide hopeful opportunity for professionals in Visual Communications to overcome un/underemployment through career customization.

Influencer marketing is the promotion of services and products through individuals with a large social media following. The research contained within this thesis will discuss the topic of influencer marketing and the responses of the consumers targeted. This study observed the different types of responses and comments that followers of Instagram influencers left on their posted content. The themes and characteristics of responses of Instagram influencer followers will be found through a qualitative content analysis. The study is supported by self-presentation theory, which suggests that individuals, in this case social media influencers, present themselves in a way that results in others’ perception of them.

Identity has become an incessant focus for millennials. They ascribe ever-growing significance to identity anchored in an accepting community that elevates their perception. Subsequently, identity is increasingly significant for brand and consumer relationships. Successful brands understand this and incorporate a pervasive sense of their unique identity into their brand, visually and otherwise. This case study of Hillsong Church hopes to help churches understand the importance of visuals in communicating identity. Hillsong Australia’s Instagram is examined using the Saussure model of visual semiotic theory to understand how they present their church identity in relation to millennial identity. The two most dominant visual themes on their account are promotion and entertainment (respectively). Lesser themes are as follows; the Houston family, congregants, text-based visuals, holidays, landscapes, and a small “miscellaneous” category. Using these results, this thesis analyzes Christian scripture to better understand theological ramifications of social media practice. Working off this foundation, this thesis offers practical advice for local churches seeking to improve social media engagement and more accurately reflect their congregation.

Crisis communication is an ever-evolving form of communication that is integral to a business’s success. When tragedy strikes, businesses must have a thorough plan of response that manages the situation and protects their brand. This paper discusses the definition of crisis communication, its history, and how modern trends like social media, have revolutionized it. This study is important because it influences a business’s public perception, and sustainability. Thorough knowledge of crisis communication is critical to a business student’s education and will prepare them for working in fast-paced communication and business environments. An analysis of this topic should yield an understanding of crisis communication and how it can be best applied in crisis situations.

In recent years, smartphones have been utilized to photograph treasured moments. However, some are unaware they are distracting others in events such as weddings. The distracting smartphone user could potentially obstruct professional wedding photographers and hinder them from capturing priceless shots. The purpose of this thesis is to research the motive behind the addictive nature of smartphones and potentially decrease the number of smartphone pictures taken during the wedding ceremonies. The goal of this study is to bring awareness to the problem and to create a mobile application, which could then reduce the intrusiveness of smartphones during weddings. The researcher will observe wedding ceremonies in the United States, interview several wedding planners and other photographers to see if they have any suggestions for correcting “guest photographers,” and survey the general public to note their experience with cellphones at weddings.

Creating a data visualization solution for automotive dealers to enhance sales performance. As many auto dealers use over 20 vendors per store, it is very difficult to keep track of vendor performance. Therefore, auto dealers need a tool that explains vendor performance through visual charts and graphs. VendorGraphs will meet this need.

In recent years, smartphones have been utilized to photograph treasured moments. However, some are unaware they are distracting others in events such as weddings. The distracting smartphone user could potentially obstruct professional wedding photographers and hinder them from capturing priceless shots. The purpose of this thesis is to research the motive behind the addictive nature of smartphones and potentially decrease the number of smartphone pictures taken during the wedding ceremonies. The goal of this study is to bring awareness to the problem and to create a mobile application, which could then reduce the intrusiveness of smartphones during weddings. The researcher will observe wedding ceremonies in the United States, interview several wedding planners and other photographers to see if they have any suggestions for correcting “guest photographers,” and survey the general public to note their experience with cellphones at weddings.

Creating a data visualization solution for automotive dealers to enhance sales performance. As many auto dealers use over 20 vendors per store, it is very difficult to keep track of vendor performance. Therefore, auto dealers need a tool that explains vendor performance through visual charts and graphs. VendorGraphs will meet this need.

Journalists use Facebook as a tool to distribute information to the public. Over recent years, Facebook with its updated features has changed the way journalists interact with readers and sources. Facebook Live and Instant Articles have increased reader engagement. Journalists use crowdsourcing and conversationally-toned posts to gather information and connect with readers on a personal level. The journalistic process has accelerated since the addition of Facebook because news is disseminated almost instantaneously. Yet the rise in fake news challenges journalists to effectively use Facebook as a platform for news dissemination. Facebook is using fact checkers and increased awareness to fight fake news as well as better equip journalists and readers. Though Facebook denies it is a media company, Facebook has been transformative to the industry of journalism — fundamentally altering the way journalists gather stories and sources and then spread the news to the community. The relationship between journalists and readers and the nature of social media allow journalists to reach a wider audience, thus securing Facebook’s place as a benefit to the news industry as a whole. This paper will examine how Facebook has changed the way journalists distribute information, the speed at which the information is distributed, and how readers can interact with journalists on a more frequent and personal level.

Whether I am working for a small nonprofit in Indiana or at an elephant sanctuary in Cambodia I have seen consistent areas of struggle and shortcomings in nonprofit organizations. After years of working in different organizations the struggles nonprofits consistently face are a lack of resources in three main areas. These main areas of struggle are: visibility, funding, and people. The idea then occurred to me of why? And while these resources seem to appear unconnected, what if they all stem from one problem? Could we create a tool (or set of tools) to help alleviate these main struggles? Is there a tool that can help nonprofit organizations gain the valuable resources they need in order to be more successful? The purpose of this thesis is to explore the major problems nonprofits face through research. In addition to finding the major issues I am exploring possible solutions stemming from new ideas and looking at what for-profit businesses are doing in the current market. I believe the main reason for the lack of funding and people stems from visibility and am focusing on how visibility translates into tangible resources. As a creative-minded person it is an exciting challenge to try to find the missing link in a problem that has the potential to equip thousands to help hundreds of thousands of people. I believe the key to growth, sustainability, and overall effective change stems from being visible, understood, recognized, and shared through communities, networks, and people. When a nonprofit is clearly recognizable and people have heard of the organization, know the purpose, and believe in their mission it is the next step is to support, donate, and volunteer. When looking at visibility several key questions need to be thought through. What action steps need to be taken in order to engage your supporter network as well as expand it? What framework needs to be intentionally created to have a strong clear message that will be easy understood, recognized, and will i

Whether I am working for a small nonprofit in Indiana or at an elephant sanctuary in Cambodia I have seen consistent areas of struggle and shortcomings in nonprofit organizations. After years of working in different organizations the struggles nonprofits consistently face are a lack of resources in three main areas. These main areas of struggle are: visibility, funding, and people. The idea then occurred to me of why? And while these resources seem to appear unconnected, what if they all stem from one problem? Could we create a tool (or set of tools) to help alleviate these main struggles? Is there a tool that can help nonprofit organizations gain the valuable resources they need in order to be more successful? The purpose of this thesis is to explore the major problems nonprofits face through research. In addition to finding the major issues I am exploring possible solutions stemming from new ideas and looking at what for-profit businesses are doing in the current market. I believe the main reason for the lack of funding and people stems from visibility and am focusing on how visibility translates into tangible resources. As a creative-minded person it is an exciting challenge to try to find the missing link in a problem that has the potential to equip thousands to help hundreds of thousands of people. I believe the key to growth, sustainability, and overall effective change stems from being visible, understood, recognized, and shared through communities, networks, and people. When a nonprofit is clearly recognizable and people have heard of the organization, know the purpose, and believe in their mission it is the next step is to support, donate, and volunteer. When looking at visibility several key questions need to be thought through. What action steps need to be taken in order to engage your supporter network as well as expand it? What framework needs to be intentionally created to have a strong clear message that will be easy understood, recognized, and will i

Journalists use Facebook as a tool to distribute information to the public. Over recent years, Facebook with its updated features has changed the way journalists interact with readers and sources. Facebook Live and Instant Articles have increased reader engagement. Journalists use crowdsourcing and conversationally-toned posts to gather information and connect with readers on a personal level. The journalistic process has accelerated since the addition of Facebook because news is disseminated almost instantaneously. Yet the rise in fake news challenges journalists to effectively use Facebook as a platform for news dissemination. Facebook is using fact checkers and increased awareness to fight fake news as well as better equip journalists and readers. Though Facebook denies it is a media company, Facebook has been transformative to the industry of journalism — fundamentally altering the way journalists gather stories and sources and then spread the news to the community. The relationship between journalists and readers and the nature of social media allow journalists to reach a wider audience, thus securing Facebook’s place as a benefit to the news industry as a whole. This paper will examine how Facebook has changed the way journalists distribute information, the speed at which the information is distributed, and how readers can interact with journalists on a more frequent and personal level.

As Marshall McLuhan first proposed, humanity has progressed through several stages of communication technology that have each fundamentally changed the way people think and behave within society at large. Electronic media redefined society in the 20th century, and now we stand at the cusp of a new revolution. This paper examines the changes brought about by the Internet and new media, with a particular focus on the effects of smartphone and social media use, through the lens of Kathleen Hall Jamieson’s theory of electronic eloquence. An anonymous survey was conducted to determine participants’ preferences on different forms of media as well as their levels of socialization with and without reliance on electronic media. Results showed that participants strongly preferred combinations of minimal text and attractive or emotionally charged images (like “memes”) to plain text or even video. Behavioral differences were also apparent, and participants who used social media most frequently tended to primarily socialize around TV screens rather than focus on other people. The results suggest a tendency toward digital connection and personal or emotional disconnection, with atrophied social skills.

The deaths of Eric Garner, Michael Brown, and Tamir Rice sparked an uproar in many communities across the United States. These incidents brought to light that there is an issue that remains prevalent between citizen and police officers. The New York Police Department, Ferguson Police Department, and the Cleveland Department of Police have all dealt with tension involving the communities they serve. Since these incidents changes have been made within each department. Some had the help of the Department of Justice to reform old polices. While law enforcement does what they believe it is necessary to protect the public, sometimes their actions are seen as unprofessional and unwarranted. To maintain the impression of the motto “protect and serve” to the media and the citizens they shield from harm, they attempt to restore their image when questionable events arise. This paper explains and examines comments made by these three police departments, and how they attempted to restore their image in the public.

There is a growing need for a greater understanding of the intersection between great content, effective targeting and proper media usage in mediated communication and especially in American politics. As more campaigns move their efforts online in an attempt to reach a rapidly growing digital constituency, more content will continue to be less visible. The major quest for this study will be to challenge the long-standing idea that “content is king” which Bill Gates termed at the inception of the internet. A theoretical background of Marshall McLuhan and Kathleen Hall Jamieson will not only allow us to answer this question, but then will also allow for future researchers to build upon these concepts. This study will aim to demonstrate how the Ted Cruz presidential campaign of 2016, prior to his departure from the race, was an excellent example of the sweet spot in content creation, voter targeting and medium implementation.

Governmental fall downs, electoral outcomes, terrorism propaganda, and climate change awareness are just some of the commonly known results of the effects of news media coverage on the public opinion and society as a whole. For years, researchers have utilized the agenda setting theory as a basis for their studies on the effects of the news media coverage on the public opinion in countless of contexts. The purpose of this study was to analyze the agenda setting effects of a major broadcast news organization but from one of their most influential social media channels, Twitter. CNN’s daily Twitter mentions of the 2016 presidential candidates during three Super Tuesday primaries were analyzed in order to identify functions of agenda setting. In addition, the data was compared to the electoral results, specifically the number of delegates each candidate won during the Super Tuesday primaries. Although the results show a clear first level agenda setting function of CNN's Twitter, they did not show concrete evidence that CNN’s twitter mentions of candidates are directly related to the number of delegates they earned.

Over the past decades, the landscape of sports journalism has changed to where now, athletes are often in the news just as frequently for their positive on-the-field play as they are for their negative off-the-field issues. Following these issues, the athletes must find strategies to employ to fix their damaged reputations. This thesis includes a rhetorical analysis of the image repair strategies employed by Johnny Manziel after each of his countless reputation-damaging incidents. The paper examines each of Manziel’s problems in depth, gives an overview of his biography, and includes a thorough review of literature regarding Benoit’s Image Repair Theory and its application to sports. It then examines more than thirty of Manziel’s press conferences, interviews, official statements and social media posts where he engages in crisis communications using Benoit’s Image Repair Theory. The researcher found initially Manziel successfully employed mortification and corrective action in his major rhetoric. Over time, his incidents began to pile up, and he mostly abandoned his successful strategies, instead using damaging methods such minimization and simple denial. Even when tried to employ the previously successful strategies, his actions did not match his words. Because of this discrepancy and the volume of problems, Manziel’s overall image repair was completely unsuccessful.

Crisis does not discriminate. It can strike without warning, at any time or place. Managers, organizations, and leaders alike, must be ready at all times to respond to them, whether they are planned for or not. An efficient and quick response is especially necessary when health crises or natural disasters strike, because human life may be at stake. Crisis communication has become more and more important in a world that is daily filled with catastrophes. This study uses W. Timothy Coomb’s situational crisis communication theory as a lens to view the Ebola crisis. The purpose of the research is to analyze news articles released from the non-profit Samaritan’s Purse and conduct interviews to determine the communicative response to the Ebola outbreak from both the Liberian healthcare system and the international non governmental organization, Samaritan’s Purse.

In social media marketing, the most important aspect that brands and companies try to reach for is engagement with their audience. Today’s audience is no longer filled with passive consumers, but active participants. Nowhere is this more obvious than with fans of entertainment television. When television fans go on social media, they look to actively discuss, share content, and engage with other fans of the show. In the realm of entertainment television and social media marketing, the Doctor Who Tumblr has both a strong presence and an engaged audience. In 2013, the Tumblr page won a Shorty Award for its coverage of the Doctor Who 50th Anniversary, which broke records for Tumblr engagement for a televised event, surpassing both the SuperBowl and MTV Video Music Awards. How was this possible? This paper endeavors to answer that question, using the idea of participatory culture as a lens for examining Tumblr engagement on the 50th Anniversary of Doctor Who. What did the social media managers do to engage their audience and why was it effective? This study includes both a survey measuring individuals’ attitudes toward social media and entertainment television, and a quantitative and qualitative study of the Doctor Who Tumblr page on the day of the 50th anniversary.

The purpose of this research study is to discover what branding techniques used by Christian organizations are effective in connecting with Millennials and why, and to determine what are effective branding practices in a religious context. A convergent parallel mixed–method research design was used to gather the data. It included a content analysis of the branding components of four Christian organizations that target Millennials—The Passion Conference, The VOUS Conference, Acquire the Fire and Winterfest. A survey of 150 Millennials of diverse racial and ethnic backgrounds within the age range of 18-34 was conducted to collect quantitative data on Millennials’ predispositions about brands, Christian organizations, and Millennial marketing trends. A focus group of five Millennials was held to gather qualitative data on Millennials’ responses to promotional material. Results showed that though these organizations followed in varying degrees what research prescribes as effective branding techniques that connecting with Millennials, they are not guaranteed to resonate with the Millennial target due to diverse factors and individual preference. Ultimately what is effective for religious organizations is to present a clear organizational identity that is unique to them but in ways that are authentic and transparent, about intentions, focus, and values.

This thesis proposal addresses the role that the media play in influencing public opinion with specific attention paid to CNN and Fox News in the way that they covered the shooting of Mike Brown by officer Darren Wilson in August 2014, in Ferguson, Missouri. The research has been divided into several sections starting with an introduction which includes, a statement of the problem being addressed, the significance and purpose of this study, and a section about myself as the researcher. This is followed by a literature review which consists of explaining the Agenda Setting Theory to examine how the media might create agendas, a brief mention of the theory of Social Influence to explain how the public is influenced, some other studies on agenda setting and how those studies effect this one, an overview of both CNN and Fox News, and finally a history of race relations in this country from Civil Rights until present. This will be followed by the methodology. The research method that was chosen to work through this problem is a qualitative method that focuses on case studies. Five news articles on the Ferguson incident will be analyzed, from CNN and five from Fox News along with five interviews/broadcasts from each outlet. Merriam Webster defines agenda as, “a plan or goal that guides someone's behavior and that is often kept secret” (Merriam Webster, 2015). The exploratory purpose of analyzing these sources is to see if a media agenda can be detected and if so what that agenda is and how it influenced the public in regards to race relations after the shooting of Mike Brown.

Nonverbal communication has been an area of communication theory studied for decades. Despite more daily communication occurring over mediated communication, there is a lack of research surrounding digital communication, specifically mobile-mediated communication (MMC). While there has been research conducted regarding computer-mediated communication (CMC), specifically studies examining email communication and instant messaging (IM), the mobile conversation is relatively untouched by current scholarship. This paper will streamline nonverbal coding research to set the groundwork for application and translation of nonverbal coding elements to mobile-mediated communication and the text message conversation. Even more specifically, the elements of kinesics, vocalics, and chronemics will be reviewed and further defined to see if these elements translate to the digital elements of emojis, typed laughter, and excessive capitalization and punctuation.

Due to the popularity of social media, accounting industry gradually adapts to using social media for their social benefits and social business. Various social media platforms provide new approach for accounting companies to get involved in this modern digital age. The present study is intended to investigate the roles of social media in public accounting firms in modern digital age by comparing three largest public accounting firms’ social media usages in Facebook, Twitter, and LinkedIn. Facebook is community-based network that allows people to connect and make friends with each other. Twitter is a micro blogging network that delivers short and concise messages to audiences. LinkedIn is the largest professional network that focuses on the people’s professional career lives. The three public accounting firms that are analyzed in the present study are Deloitte, PwC, and KPMG. Through comparing their contents on three social media platforms, the present study uses content analysis method and professional software to accomplish the research. The present study found out that three public accounting firms put more time on three major categories: posting knowledge sharing, branding and marketing, and socialization and onboarding. There are also other categories that the posted information might fell into: recruitment and selection, training and development, creativity and problem solving, and influencing organizational culture/changes. In addition, based on the results from analysis, the present study also provided the suggestions for positioning the brand and the means to use content to outreach marketing.

The deaths of Eric Garner, Michael Brown, and Tamir Rice sparked an uproar in many communities across the United States. These incidents brought to light that there is an issue that remains prevalent between citizen and police officers. The New York Police Department, Ferguson Police Department, and the Cleveland Department of Police have all dealt with tension involving the communities they serve. Since these incidents changes have been made within each department. Some had the help of the Department of Justice to reform old polices. While law enforcement does what they believe it is necessary to protect the public, sometimes their actions are seen as unprofessional and unwarranted. To maintain the impression of the motto “protect and serve” to the media and the citizens they shield from harm, they attempt to restore their image when questionable events arise. This paper explains and examines comments made by these three police departments, and how they attempted to restore their image in the public.

As Marshall McLuhan first proposed, humanity has progressed through several stages of communication technology that have each fundamentally changed the way people think and behave within society at large. Electronic media redefined society in the 20th century, and now we stand at the cusp of a new revolution. This paper examines the changes brought about by the Internet and new media, with a particular focus on the effects of smartphone and social media use, through the lens of Kathleen Hall Jamieson’s theory of electronic eloquence. An anonymous survey was conducted to determine participants’ preferences on different forms of media as well as their levels of socialization with and without reliance on electronic media. Results showed that participants strongly preferred combinations of minimal text and attractive or emotionally charged images (like “memes”) to plain text or even video. Behavioral differences were also apparent, and participants who used social media most frequently tended to primarily socialize around TV screens rather than focus on other people. The results suggest a tendency toward digital connection and personal or emotional disconnection, with atrophied social skills.

This study examines through an autoethnography the culture of couchsurfing and the process of hospitality networks through computer mediated communication in five European countries during three months of 2012. Using Maslow's hierarchy of needs as a framework the study was divided into five topics and analyzed using Uncertainty reduction theory. The study found that couchsurfers have needs and prioritize these needs as The hierarchy of needs predicts. CouchSurfers also employ uncertainty reduction strategies similar to those used within computer mediated communication when choosing their host. Over 20 hosting experiences have been analyzed in this study. The field data was collected through personal journal entries, blog posts and photographs.

A crisis can strike an organization at any moment and it is the responsibility of the organization to be prepared with a plan of action. This thesis will explore crisis management, using Timothy Coombs’ crisis management strategies, of Chick-fil-A and then COO Dan Cathy to see if those two parties implemented crisis strategies in a way that benefited the organization following Cathy’s statements in support of the biblical definition of family. Since many interpreted these comments as anti-gay sentiments from Chick-fil-A itself, crisis struck the organization Cathy represented. This thesis will also look at the idea of social activism in corporations, and the ability or lack of ability to support a cause on the opposite side of general public opinion. A qualitative content analysis was used to examine the responses from both Chick-fil-A and Cathy following Cathy’s controversial statements. As many corporations are choosing to vocalize opinions on divisive debates, it is important to analyze how an organization and individual respond when such an expression of opinions causes backlash. The responses were analyzed in terms of Coombs’ Situational Crisis Communication Theory, applied as a framework in the analysis. Chick-fil-A and Cathy both swayed from the recommended communication strategies. Cathy remained mostly silent during the five-month time period that was studied, while Chick-fil-A employed some, but not all, of the recommended strategies. Though perception changed among many stakeholders initially, a portion of the stakeholders rallied behind the company in the midst of the controversy, boosting company sales in the short term.

In the wake of such incidents as the Newtown, Connecticut and Aurora, Colorado, shootings, much scrutiny has been applied to the topic of violent video games, because there appears to be a link between school shooters and video games that contain gratuitous violence. This paper examines the alleged link between video game violence and real-world violence. Copious amounts of research have been dedicated to this topic. Although many researchers conclude that violent video games lead to increases in aggression, a causal link between violent video games and real-life acts of violence remains unseen. This paper explores the origins of this controversy and then seeks to find a solution to the problem of children playing video games that they should not. Additionally, this paper strives to dispel certain erroneous beliefs that many people have about violent video games.

This study investigates the intersection where the shared experience of sports meets the shared experience of social media. Empirically quantitative literature and data regarding social media has been well-documented from the perspective of understanding macro-level trends (Duggan & Brenner, 2012; Lenhart, et al., 2010). However, few to no studies have sought to learn the views, feelings, and experiences of unique populations from the micro, individual level. This method of research threatens to silence the voice of the individuals of select populations, and offers no hope of their ever being heard. Specifically, this study seeks to understand how collegiate athletes at a NCAA Division III Midwestern, United States liberal arts institution experience social media. The study at hand employs a qualitative form of data collection entitled phenomenology, and includes nine participants. Results revealed athletes texturally experience social media in dimensions of Visuality, Patronage, Connectedness, and Presentability while the experiential structural motifs were found to be Responsibility, No Difference, and Nescience. The complexity and interrelatedness of the social media experience is undeniable. The specific experiences that are unique to athletes must be studied further to be understood more completely.

Throughout history there has been a constant need among humans to create an avenue by which we share a connection of commonalities and differences. This desired avenue may be reflected through the exchanging of language with another which is commonly known as, communication. During this time there have been a wide variety of technological advancements invented for the purpose of connection. A newly emerging media term called transmedia authored by Henry Jenkins, was analyzed within this study. Transmedia is a method that communicates different portions of a fictional story each across different media. This thesis was conducted for the purpose of determining if transmedia could be applied to Christian missions for further dispersion of the Gospel message globally. These core goals summarize the research questions for this study. The core method used within this study to determine the use of transmedia is Jenkins Seven Principles of Transmedia which include Spreadability vs. Drillability, Continuity vs. Multiplicity, Immersion vs. Extractability, Worldbuilding, Seriality, Subjectivity and Performance. These principles assisted in establishing the criteria for how a transmedia story world is built and the methods used in doing so. The results showed that transmedia could be applied to a non-fictional story world and could also be used within Christian missions. However, there were limitations present in building a non-fictional transmedia story that was already created and where the message would still maintain its authenticity. The results concluded that in order to overcome this limitation then fictional elements, such as portraying a character from a different perspective, would be incorporated within the non-fictional story world. Therefore, the message would maintain its authenticity but the audience would be given the opportunity to engage and become involved within the story world based upon the fictional elements. This ultimately allows for social exchange to o

With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. A qualitative content analysis was used to look at themes and engagement to see if Target is managing their brand through their Instagram. Instagram is fairly new in the digital age, which means there has been little research that explores semiotics in new media. The @Target Instagram account was analyzed by looking at five dimensions of Instagram activity, which include included photos/videos, captions, likes, hashtags and comments. These dimensions were then analyzed in terms of Aaker's brand equity assets: awareness, loyalty, quality and brand associations as well as his identity core and extended identity core: product, organization, person and symbol. Target utilized their brand equity assets through their Instagram campaign and stayed true to their identity core and extended identity core. This study also found that visual social semiotics helped create an effective brand personality. Target used visual images and text in order to emphasize a point.

Since its creation in 2004, Facebook has experienced tremendous growth and success, allowing users to communicate and share their life with people all over the world. Facebook is used to share information with others and allows users to show their friends what is happening in their lives. Erving Goffman developed face management theory as a way to explain how and why people preserve and maintain their public self image. This study applies Goffmans theory of face management to develop an understanding of how Facebook is used and specifically whether Facebook use influences narcissistic tendencies in its users. The researcher surveyed 299 participants in order to answer four research questions pertaining to narcissism and facework. The researcher's observation suggests that narcissism may be present in Facebook posts; however, it is not often perceived by users. Additionally, this study shows that participants use corrective facework, not preventative, as a primary motivation for editing posts on Facebook. The study concludes by providing limitations and recommendation for future research.

While many organizations still struggle to effectively incorporate the present-day promotional framework of social media marketing, research reveals that non-profit organizations are lagging even further behind when it comes to the implementation of effective social media and interactive marketing strategies. The interactive marketing strategy model incorporates technology and media-based tactics designed to enhance marketing strategies within any industry. In this project, the primary researcher explored why non-profits are struggling to incorporate these specific strategies, and considered it through the lens of social cognitive theory. The purpose of this project was to focus on a specific non-profit organization and apply the social media marketing research within the literature review to create an interactive online and social media presence. As a result, an online web presence was established in an effort to increase brand recognition, and ultimately, increase growth in membership numbers for the organization. The researcher worked with the non-profit, Pennsylvania state-recognized diploma program Buxmont Christian Educational Institute (BCEI).

In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions were addressed the first of which questioned the peripheral or central nature of processing issue relevant arguments in these commercials. It was found that Geico due to their use of humor and emotional appeals preferred peripheral processing in all 60 commercials. The second research question examined the use of the Humorous Message Taxonomy. The humor process that was used the most was incongruity-resolution which was present in all the commercials examined. The humor type of satire involving incongruity-resolution and humorous disparagement was seen the most in 29 of the 60 advertisements. The humor relatedness that was seen predominately in these commercials was found to be semantic relatedness in 52 of the 60 commercials. The last research question analyzed effectiveness based on annual revenue, policyholders, and YouTube views. Geico's revenue increased during the years in which the commercials were aired by 201 million dollars on average. Whereas policyholder decreased by 45,000 on average during those years. The total amount of YouTube views reached 11,236,321 views for all 60 commercials. These results showed some increase but effectiveness was hard to determine due to multiple factors and lack of non-humorous comparisons. Future research will have to be conducted to effectively analyze the actual effectiveness

Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page were analyzed to determine how Starbucks' culture was portrayed on these sites. The rhetorical analysis of Schultz' book "Onward" conveyed that Starbucks' culture is broken up into a professional portion and a personal portion, each overlapping one another in its principles. After sifting through various tweets, posts and videos, this study found that Starbucks has created a perfect balance of culture, which is fundamentally driven by their values and initiatives in coffee, ethics, relationships and storytelling. This study ultimately found that Starbucks' organizational culture is not only carrying out their initiatives that they principally set out to perform, but they are also doing so across all platforms while engaging others to do the same. Based on these findings, this thesis aims to test the permeation of culture in corporate brands while posing a challenge for future research to classify social media sites as a part of culture. Also, the findings of this study propose a re-examination of Kennedy and Deal's culture types in order to adapt to Web 2.0 and 3.0 technologies.

Facebook's transition to the Timeline profile design brought with it a new focus: Life storytelling. Walther Fisher posited the narrative paradigm as a way of understanding all communication in the form of stories. The paradigmatic component of coherence assesses the structural integrity of a narrative, the characters, and the encompassing themes found within. This study applies narrative coherence to the Timeline profile design to assess the coherence of life narratives told through individuals' Facebook Timelines. The researcher observed the Timeline profiles of 15 participants on the basis of three research questions. The researcher's observation yielded data suggesting that life narratives told through the Facebook Timeline maintain structural integrity through an ascertainable beginning, middle, and soft ending, possess characterological coherence through interactions of the self and interactions with others, and retain thematic coherence through six overarching content narrative categories. Limitations of the present study and recommendations for future research are also provided.

Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The Coca-Cola Company, the social media accounts directly related to the "Open Happiness" campaign and the guerilla marketing strategies used within the campaign. The research questions for this study are as follows: RQ1: In what ways can one see the mission, vision and values of The Coca-Cola Company implemented into the videos and commercial advertisements featured on the official company YouTube channels?, RQ2: How are the mission, vision and values of The Coca-Cola Company shown within the social media strategies of the social media accounts directly used for the purposes of promoting the "Open Happiness" campaign? And RQ3: Does The Coca-Cola Company use their mission statement, company values and company vision when creating the guerilla marketing strategies for the "Open Happiness" campaign and how are those strategies portrayed within the company's digital marketing? The results indicated that The Coca-Cola Company, through their "Open Happiness" campaign, have truly lived out who they claim to be as a company by implementing themes, ideas and portrayals that clearly mirror what is stated in their mission statement, company vision and company values.

Paul F. Lazarsfeld's theory of uses and gratifications looks at why people chose to use or not use the media that is available to them. It was first used with the technology of radio and eventually applied to various other forms of media technologies such as comic books, television, and the Internet. In this study, the researcher expands uses and gratifications research to include one of the newest communication technologies -- e-books. Participants of the study completed a survey in regards to their electronic and print reading habits, and the results of the survey along with quantitative data found in press releases from various e-book companies answers four research question in regards to who uses e-books, why people chose to use or not use e-books, and how the sales of e-books differ in comparison to traditional print books.

This paper investigates the uses and gratification of social media for both personal and organizational usage among employees at the Yale New Haven Center for Emergency Preparedness and Disaster Response/Center for Healthcare Solutions in New Haven, Connecticut. The purpose of this thesis is to assess and evaluate the relationship between YNH-CEPDR/CHS' usage of social media tools and the organization's employees' personal attitudes, beliefs and usage of Facebook, Twitter, LinkedIn, and YouTube. Employees of CEPDR/CHS were surveyed regarding the function of social media for emergency management communication and the promotion of products and services. Results suggest that while employees generally agree that social media is a valuable tool for both personal use and professional purposes, there is no current social media strategy being employed by the organization. Future research should investigate and measure the effects of specific social media strategies employed by emergency preparedness and disaster response organizations.

People are seeking their news in more social environments, but very little research has been conducted on agenda setting and online environments. This thesis examined the agenda setting relationship between an organization on Twitter, @WaltDisneyWorld (i.e., The Walt Disney World) and public opinion on Twitter. The relationship was examined using Twitter's database of tweets to measure public opinion on Twitter. Since the news media is losing steam on the ability to break news, and social media is growing rapidly, this study tested the value of the agenda setting theory on social media. To this end, this thesis qualitatively examined the ability of an organization to set an agenda on social media. This thesis argued that social media, specifically Twitter, has the power to set an agenda because of its rapid growth and rapid response rate. This study tested several research questions that examined the presence of agenda setting on social media. Two content analysis were conducted - one of The Walt Disney World's Twitter and one of the public's opinion using search terms (#WDW, WaltDisneyWorld, #WaltDisneyWorld, and Walt Disney World) to identify tweets that were about the Walt Disney World. This study showed it was possible to transfer salience on Twitter - the basic essence and effect of the agenda setting theory. This study ultimately revealed that through the power of retweeting, anyone could set an agenda on Twitter. Based on the findings, this thesis proposes a new sixth phase of agenda setting, social media agenda setting.