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Full-Text Articles in Mass Communication

The Impact Of Emojis And Emoticons On Online Consumer Reviews, Perceived Company Response Quality, Brand Relationship, And Purchase Intent., Jayme Hill Hill Nov 2016

The Impact Of Emojis And Emoticons On Online Consumer Reviews, Perceived Company Response Quality, Brand Relationship, And Purchase Intent., Jayme Hill Hill

Graduate Theses and Dissertations

Several studies have examined the use of emoji and emoticons in computer mediated communication among peers and colleges but there is yet academic research on the impact of businesses using these paralinguistic cues when responding to online consumer reviews. This research is examining the influence these paralinguistic cues have on the consumers perception of the companies quality of the response to an online consumer review, brand relationship, purchase intent.

Using an online survey, participants are asked to answer general questions about the brand, the quality of the response, brand relationship, and purchase intent after seeing a random condition of both ...


Corporate Social Responsibility Communication: Beliefs In Motives, First- And Third-Person Effects And Behavioral Consequences, Nianyuan Cheng Nov 2016

Corporate Social Responsibility Communication: Beliefs In Motives, First- And Third-Person Effects And Behavioral Consequences, Nianyuan Cheng

Graduate Theses and Dissertations

Corporate social responsibility (CSR) has emerged as a competitive corporate marketing strategy and gained increasingly more attention among organizations. Drawing from attribution theory, persuasion knowledge model and the first- and third-person effects, this study outlined a survey study designed to examine the relationships among consumers’ beliefs in CSR motives, perceived effects of CSR communication on self and others, and behavioral consequences. Also described is a structural equation model which allows for the testing of the research hypotheses. Data was collected from 202 college students via survey. The results supported that when consumers believe the motives of CSR are other-serving, perceived ...


Media Multitasking And Memory: The Role Of Message Modalities, Le Nguyen Oct 2016

Media Multitasking And Memory: The Role Of Message Modalities, Le Nguyen

Graduate Theses and Dissertations

This study explored the relationship between message modalities and memory performance in a media environment. In order to examine the role of message modalities in media multitasking activity, this research investigated the memory performance of participants after their exposure with the news stories and the commercials between same and different modalities. The research employed a 2 X 3 experiment using two independent variables: Modality of news broadcast (audio news vs. audio-visual news) and modality of commercials (audio commercials vs. visual commercials vs. audio-visual commercials). The research questionnaire was intended to reveal the influence of modality on participant performance by recalling ...


How Presidents Can Become "Hip" By Using High Definition Metaphors Strategic Communication Of Leadership In A Digital Age, Mirela Camelia Stimus Jun 2016

How Presidents Can Become "Hip" By Using High Definition Metaphors Strategic Communication Of Leadership In A Digital Age, Mirela Camelia Stimus

Graduate Theses and Dissertations

The aim of this interdisciplinary research was to see whether American presidents can reach Millennials more effectively in the digital age while publicly advancing the legislative agenda of their administration. The rationale is that presidents need to gain public support to pressure Congress into passing their legislation; while doing that, they can capture the public’s interest in politics and educate civically the most inattentive audience. To accomplish the task, strategic messaging adequate to digital media is necessary. Millennials appear as having modest interest and knowledge of politics despite their intense presence on digital media. On the other hand, they ...


Crimean Referendum: Annexation Vs Reunification. Framing Analysis Of Online News Coverage In Russia And The U.S., Anna Dedova Jun 2016

Crimean Referendum: Annexation Vs Reunification. Framing Analysis Of Online News Coverage In Russia And The U.S., Anna Dedova

Graduate Theses and Dissertations

This thesis examines whether there is a frame difference in online news coverage of the controversial 2014 Crimean referendum by The New York Times and the Russian newspaper, Kommersant. The research is grounded in framing theory and literature on the attribution of news sources. The study is conducted in two languages and it seeks to examine how media systems, perspectives on the issue, journalistic standards, as well as cultural backgrounds and historical ties influenced framing of the event.

Sample online articles from each newspaper were selected and a quantitative content analysis was performed in order to identify the main themes ...


Cultivating Philanthropy In Community Colleges: A Dual-Model Approach, Rachel Faith Pleasant Apr 2016

Cultivating Philanthropy In Community Colleges: A Dual-Model Approach, Rachel Faith Pleasant

Graduate Theses and Dissertations

This study tests a model that combines relationship management theory and the theory of reasoned action. Through the collection of quantitative and qualitative data, this study provides deeper understanding of the relationship between community college students and the institution, and identifies aspects of the relationship that most influence behavioral intention to give to the institution. Using this information, public relations practitioners will be able to strategically improve areas of deficiency in the community college-student relationship, thereby increasing the likelihood that today’s students will become tomorrow’s philanthropic alumni.


Media Perceptions On Sexual Assault On College Campuses, Maggie M. Hall Mar 2016

Media Perceptions On Sexual Assault On College Campuses, Maggie M. Hall

Graduate Theses and Dissertations

For the period of 1995-2013, females ages 18 to 24 had the highest rate of rape and sexual assault victimizations compared to females in all other age groups (Lynn & Sinozich, 2014). There is an even wider problem when among student victims, 20 percent of rape and sexual assault victimizations were reported to police, compared to 32% reported among nonstudent victims ages 18 to 24 (Lynn & Sinozich, 2014). With staggering statistics on sexual assaults, it is clear that this has become a national issue, which has further developed onto college campuses nationwide. In the last decade, sexual assault has gotten more ...


The Effects Of Mission Statement Design On Behavioral Intention, Jonathan David West Mar 2016

The Effects Of Mission Statement Design On Behavioral Intention, Jonathan David West

Graduate Theses and Dissertations

The purpose of this study was to determine whether the length and readability of a mission statement contribute to stakeholder behavior regarding the mission statement. The majority of studies in the mission statement literature have not attempted to find an empirical link between mission statement design and employee behavior. This study employed a 2 (length: long v. short) x 2 (readability: low v high) post-test only factorial design to test the relationship between message design and beliefs about the mission statement. Students at a large southeastern university (n=212) were shown the one of four treatments and asked to report ...


Impact Of A Brand Crisis On Nation Branding: An Analysis Of Tweets About Vw’S Emissions Crisis, Kara Julie Whytas Mar 2016

Impact Of A Brand Crisis On Nation Branding: An Analysis Of Tweets About Vw’S Emissions Crisis, Kara Julie Whytas

Graduate Theses and Dissertations

On September 18, 2015, the U.S. Environmental Standards Agency (EPA) filed a Notice of Violation of the Clean Air Act to the Volkswagen Group regarding software used to intentionally deceive the EPA’s emissions tests.

Social media is an efficient way for organizations to release information and respond quickly during a crisis. Not only are organizations posting on social media sites, but consumers are increasingly turning to social media sites, such as Twitter, during crises to share information and opinions.

The VW crisis may impact Germany’s nation brand, as predicted by more recent country-of-origin literature. The country-of-origin effect ...


Avatar Self-Identification, Self-Esteem, And Perceived Social Capital In The Real World: A Study Of World Of Warcraft Players And Their Avatars, Melissa Watts Mar 2016

Avatar Self-Identification, Self-Esteem, And Perceived Social Capital In The Real World: A Study Of World Of Warcraft Players And Their Avatars, Melissa Watts

Graduate Theses and Dissertations

This study explored the relationship between people who play massively multiplayer online roleplaying games (MMORPGs) and their avatars, as well as the impact on players’ self-esteem and perceived social capital in the real world. To examine these influences of online video gameplay, this research investigated gamers who play the popular MMORPG, World of Warcraft (WoW). This study employed an online survey made available on Reddit, a widely-used news, entertainment, and social-networking website, in which all the content is user-generated. The research questionnaire was intended to reveal the bond between MMORPG players and their avatars; the study examined how this relationship ...


Stereotyping Femininity In Disembodied Virtual Assistants, Allison M. Piper Jan 2016

Stereotyping Femininity In Disembodied Virtual Assistants, Allison M. Piper

Graduate Theses and Dissertations

The focus of this paper is to examine the rhetorical ways that virtual assistants perpetuate western (American) gender stereotypes with users. While other literature has studied gender stereotypes with online service chatbots, scholarly research related to virtual assistants on standalone devices (e.g. Siri, Cortana, Alexa) is lacking. To conduct this study, I have relied upon a combination of the theories of identification and gender performance theory to show how the virtual assistants enact gender with users.

The findings of this analysis demonstrate that the virtual assistants easily enact harmful gender stereotypes because the virtual assistants are disembodied representations of ...


Epidemic And Risk Communication: An Analysis Of Strategic And Graphic Characteristics Of Infographics, Haejung Shin Jan 2016

Epidemic And Risk Communication: An Analysis Of Strategic And Graphic Characteristics Of Infographics, Haejung Shin

Graduate Theses and Dissertations

This study explores the strategic and graphic characteristics of infographics and data visualizations for epidemic issues and examines their inter-relationships. A content analysis was conducted by using 254 infographics for six epidemic crises (Ebola, SARS, MERS, H1N1, Bird flu, and Zika) from health organizations and news media. Results show that infographics has been used in diverse purposes of communication, not only for delivery of general information but also for persuasion for people’s behavior change. Neutral images and graphics are more frequently detected than emotional appeals like fear and humor. Graphic types tend to be used differently by specific communication ...


Effects Of Precautionary Principle On Risk Perception About Cell Phone Radiation, Yang Yang Jan 2016

Effects Of Precautionary Principle On Risk Perception About Cell Phone Radiation, Yang Yang

Graduate Theses and Dissertations

Cell phones represent a technology associated with uncertain risks, yet one that has already been accepted as a normalized part of society. A pair of online experiments examined how individuals cognitively process uncertain risks associated with previously accepted technology when confronted with precautionary information. The second study expanded the initial results by comparing the effects between U.S. and Chinese students. Results suggest that individuals who initially perceived greater benefits from their cell phone showed less change in perceived risk after reading the precautionary message. Perceived risk also had a significant positive relationship with intentions to engage in protective behaviors ...


Is It Funny Because It's Not True? Chinese People's Perceptions Of Aggressive Female Characters In Asian Comedies, Yin Xia Jan 2016

Is It Funny Because It's Not True? Chinese People's Perceptions Of Aggressive Female Characters In Asian Comedies, Yin Xia

Graduate Theses and Dissertations

Scholars and cultural critics have criticized the mass media for underrepresenting women. Feminist media theory, which focuses on how women are depicted in the media as well as how the depictions affect reality, claims that the media fail in representing “women as women” (Parry & Karam, 2001). Based on feminist media theory, this thesis focuses on how Chinese audiences perceive aggressive female characters in Asian comedies. A total of four focus groups were conducted, audiotaped and later transcribed and translated. The findings show that participants saw the characters as sassy and aggressive yet pretty and easygoing. Also, while some participants believed ...


Framing China's National Image Through Film: Chinese Political Films In The 1980s And The 2000s, Ruiqi Lin Jan 2016

Framing China's National Image Through Film: Chinese Political Films In The 1980s And The 2000s, Ruiqi Lin

Graduate Theses and Dissertations

This research examines how Chinese political films frame national image at the present time (2000s) and compares that portrayal with an earlier time period (1980s). Attempting to build a bridge between framing theory and film studies, and also trying to provide an comprehensive measurement of national image, this research expands the concept of national image to include political and cultural aspects: the former involves key dimensions such as major political figures and state capacity, while the latter contains traditional cultural representations, national culture portrayals, and patriotism appeal. Through a qualitative content analysis of two films, The Founding of A Republic ...


A Content Analysis Of Guilt Appeals In Animal Welfare Campaigns, Tianxin Wen Jan 2016

A Content Analysis Of Guilt Appeals In Animal Welfare Campaigns, Tianxin Wen

Graduate Theses and Dissertations

Guilt appeals are common promotion strategies used by animal welfare organizations and animal shelters; however, little research has paid enough attention to the formation of guilt appeals and the association among different elements of guilt appeals. The purpose of this study is to investigate the frequency of different guilt appeal-generating elements used in animal welfare campaigns and the relationship among these elements. A content analysis of 338 animal welfare campaign posters for eight animal welfare topics was conducted using data from Google and Bing image search engines.

The research found that reactive guilt and anticipatory guilt are both most frequently ...


Death In The Age Of Eternity: How Facebook Users Cope With Personal Loss, Eric Palmer Meyer Jan 2016

Death In The Age Of Eternity: How Facebook Users Cope With Personal Loss, Eric Palmer Meyer

Graduate Theses and Dissertations

This study explores the relatively new phenomenon of Facebook users creating memorial content in order to grieve. Using a survey with 230 undergraduate and graduate respondents, the study examines the factors that influence the creation of memorial content on Facebook. Users who post more and actively create content that is not related to mourning are more likely to create memorial content. For a majority of Facebook users, the site is a supportive and nurturing place. providing a social space for the grieving to interact with each other. Most users do not post memorial content, but those who do create memorial ...