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Full-Text Articles in Mass Communication

Effectiveness Of A Brand’S Paid, Owned, And Earned Media In A Social Media Environment, Anan Wan Apr 2019

Effectiveness Of A Brand’S Paid, Owned, And Earned Media In A Social Media Environment, Anan Wan

Theses and Dissertations

This dissertation explored how a brand’s paid, owned, and earned media (POEM) influence and engage its audience in the social media environment where consumer engagement is stressed. This dissertation used an online experiment (N = 250) to explore the effectiveness of applying earned media within an advertising context, The findings indicated that positive earned media was more effective on people’s consumer engagement intention and download intention than paid media, but it did not work on perceived credibility of the post or product attitude. Positive earned media was found to be less credible than owned media. Among all the five ...


Mainstream Cultural Production And Audience Citizenship: Dispute Resolution Reality Shows In Transitional Chinese Society, Yafei Zhang Aug 2017

Mainstream Cultural Production And Audience Citizenship: Dispute Resolution Reality Shows In Transitional Chinese Society, Yafei Zhang

Theses and Dissertations

This study explores cultural productions in one television genre in Chinese mainstream media: dispute resolution shows. By applying the theoretical frameworks of Hall’s encoding and decoding and Habermas’ public spheres, this study mainly answers two research questions: 1) how does mainstream production convey politically-preferred cultural and social values to viewers; and 2) how do audience members exercise their citizenship in decoding televised social values and cultural norms? In a specific examination of Oriental Pearl Live Newsroom, mixed-methods are adopted, including unsupervised learning of the Latent Dirichlet Allocation (LDA), content analysis, thematic analysis, focus groups, and interviews.

In the findings ...


A Dual-Process Approach To Stigma Reduction Using Online, User-Generated Narratives In Social Media Messages, Stephanie Anne Miles Jul 2016

A Dual-Process Approach To Stigma Reduction Using Online, User-Generated Narratives In Social Media Messages, Stephanie Anne Miles

Theses and Dissertations

Mental illness is a widespread public health concern. Stigma is a known barrier to recovery, and individuals often avoid seeking treatment because of it. The purpose of my research was to understand how individuals process peer-created, mental illness messages on social media, and to what extent these messages reduce stigma. I conducted two experiments based on the Elaboration Likelihood Model (ELM) to examine attitudes related to negative beliefs about mental illness and preferred social distance from mentally ill individuals.

Argument quality and amount of elaboration influenced empathetic responses to a message. Empathy was directly associated with a decrease in stigmatized ...


Understanding How The Southeastern Conference Football Teams Use Twitter Through A Content Analysis, Kristin Elise Pearson May 2016

Understanding How The Southeastern Conference Football Teams Use Twitter Through A Content Analysis, Kristin Elise Pearson

Theses and Dissertations

The influence of Social media on intercollegiate athletic departments has been prominent in the past few years. With tight budgets, the departments are forced to find different means of marketing and promoting their brand – through embracing Social media platforms. Research on Social media and intercollegiate athletics is limited; therefore, it is necessary to research how the departments are utilizing Social media. With the agenda setting theory as a foundation, this study explores how the 14 SEC football teams are utilizing Twitter. A total of 3,176 tweets were collected from two constructed weeks. Overall, the findings show that the information ...


Talking About Health And Health-Related Issues: An Inquiry Into The Social Media Use Of Chinese Celebrity Physicians And Their Fans, Li Chen May 2016

Talking About Health And Health-Related Issues: An Inquiry Into The Social Media Use Of Chinese Celebrity Physicians And Their Fans, Li Chen

Theses and Dissertations

Since the beginning of the 21st century, the doctor-patient relationship in China has become increasingly confusing to observers. On the one hand, insiders of the medical discipline believed that the doctor-patient relationship could not even be worse. On the other hand, Chinese health care professionals appeared to be much more popular than they used to be. On the leading social media site, Weibo, many health care professionals managed to transform themselves into celebrities by producing content and interacting with ordinary social media users. These grassroots celebrity physicians have obtained tens of thousands, and even millions, of social media fans on ...


Redneckaissance: Honey Boo Boo, Tumblr, And The Stereotype Of Poor White Trash, Ashley F. Miller Dec 2015

Redneckaissance: Honey Boo Boo, Tumblr, And The Stereotype Of Poor White Trash, Ashley F. Miller

Theses and Dissertations

Tumblr is an understudied social media site with a young, progressive, and queer user base of content creators. This study examines Tumblr posts about Here Comes Honey Boo Boo to understand the nature of Tumblr and the way a convergent culture that includes non-viewers negotiates a television show dependent on stereotypes. Discourses around authenticity, LGBTQ issues, and body acceptance resist the negative white trash connotations of the show, but this resistance is embedded in stereotypes around race, class, gender, sexuality, and geography. The result is a continuum in which users negotiate what the show means in how they use that ...


Journalism Culture In Kunming: Market Competition, Political Constraint, And New Technology In A Chinese Metropolis, Zhaoxi Liu Dec 2012

Journalism Culture In Kunming: Market Competition, Political Constraint, And New Technology In A Chinese Metropolis, Zhaoxi Liu

Theses and Dissertations

This study explores the occupational culture of journalism in a Southwestern China metropolis, Kunming, answering the questions of what and how journalists there give meaning to their work through analyzing the substance and form of the journalism culture. Over three months of fieldwork in four different local newspapers revealed a gap between the meanings these journalists aspire and the meanings they can materialize through practice, due to political and economic constraints. As a result, the journalists felt conflicted and deeply frustrated but at the same time tried to push the boundaries in different ways, including active use of digital technology ...


An Exploration Of Social Media Use In Local Television News Stations: An Evaluation And Development Of A Successful New Media Strategy, Aniseh Ebbini Aug 2012

An Exploration Of Social Media Use In Local Television News Stations: An Evaluation And Development Of A Successful New Media Strategy, Aniseh Ebbini

Theses and Dissertations

This paper examines the ways in which Social media have gained popularity over the last decade, amongst the public, and especially in the television news industry. After evaluating the current ways Social media are being implemented and observing national trends, I developed a comprehensive new media strategy to serve as a guide and reference for any television station wanting to incorporate these tools into its regimen.