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Full-Text Articles in Mass Communication

The Viral Fingerprint: A Content Analysis Of Popular Viral Advertisements, Thomas Grant Broadus Ii Aug 2011

The Viral Fingerprint: A Content Analysis Of Popular Viral Advertisements, Thomas Grant Broadus Ii

Master's Theses

This paper presents an analysis of 280 online videos that appeared on the Advertising Age weekly chart of the top ten viral videos of the week═ż the videos appeared on the chart from March 23rd 2009 to March 9th 2011. The videos were analyzed along four areas of observation including the advertiser characteristics, the formatting characteristics of the video, the messaging strategies of each video, and the level of involvement the product would require for a consumer to make a purchase. Through examining the components of each video, a thread of commonality was revealed. Cumulatively, the dominant themes and characteristics ...


The Oddity As Commodity: Television And The Modern Day Freak Show, Robin Marie Cecala May 2011

The Oddity As Commodity: Television And The Modern Day Freak Show, Robin Marie Cecala

Dissertations

A new genre of documentary and reality program has appeared on cable television in recent years. Suddenly, little people, conjoined twins, the morbidly obese, Treeman and Mermaid Girl are the new stars of cable. This latest genre features people with medical conditions once exhibited in the turn of the century freak shows.

The goal of this dissertation is to argue that documentary programming on cable is becoming a modern version of the P.T. Barnum-style freak shows. The analysis uses both qualitative and quantitative methods to examine representations of race, culture and disability. The dissertation also discusses the history of ...