Theses/Dissertations - Journalism, Public Relations and New Media

Permanent URI for this collectionhttps://hdl.handle.net/2104/4786

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A polysemic exploration of stereotypes and racial humor in Tosh.0.
(2015-07-22) Murray, Benjamin K., 1992-; Moody-Ramirez, Mia.
This case study uses content and rhetorical analyses to address the neutralizing effects of performance strategies used in the racially charged humor of “Tosh.0.” Selected clips were analyzed and discussed through the lens of Ambivalence Theory, which supports the idea that multiple meanings are possible and probable in comedic content due to the incongruous nature of humorous discourses. The researcher viewed multiple clips of the show and coded them based on stereotype, humor theory and performance strategy. Findings indicate that Tosh.0 employs racial stereotypes unequally throughout the show with the greatest amount of negative stereotypes aimed at Blacks. Daniel Tosh also utilized Superiority Theory most frequently with his jokes and depended heavily on “Distance and Disclaimer” methods to avoid accusations of racism. A content analysis of specific clips highlights the polysemic nature of the humor in Tosh.0, meaning that interpretations differ based on the inherent views of the person watching.
An analysis of cultural appropriation in fashion and popular media.
(2018-04-25) Monroy, Mayra, 1994-; Moody-Ramirez, Mia.
Fashion is an outlet for creative expression and a reflection of personal and cultural identity. Fashion designers increasingly use cultural artifacts as inspiration for clothing. Previous media studies looked at cultural appropriation and found its place in fashion through traditional media outlets such as television and magazines. This study used a two-pronged analysis of tweets and newspaper articles. Findings indicate overall that the tone of tweets emphasizing cultural appropriation was negative, with many highlighting celebrities, fashion and commentary on the concept. Newspaper articles on the topic were generally negative, emphasizing fashion designers and culture. A spike in news coverage occurred in 2015 and surged through 2017, possibly due to the coverage the topic received on social media.
Analyzing effectiveness of image repair theory through social media responses : a case study of Dan Snyder and the Washington Commanders.
(May 2023) Burkley Jr., Kerry, 1999-; Tefertiller, Alec C.
The following study provides an analysis of user generated responses on social media reflecting a timeline of scandals that occurred in the last two years involving the Washington Commanders and their owner, Dan Snyder. The organization has experienced crises regarding workplace sexual harassment allegations, electronic mail containing verbal abuse, and mismanagement. Using the framework of William Benoit’s Image Repair Theory (IRT), this study seeks to measure the effectiveness of the Commanders response to investigations of their franchise amid a two year long organizational crisis through reactions to a statement reported on Twitter. Through a thematic analysis and analyzing the statement through Benoit’s five image repair strategies of 626 tweet reactions, the study concluded that the Commanders’ statement was ineffective in reducing offensiveness of their organization’s investigation and instead dealt more damage towards the organization’s image, as four themes regarding the Commanders’ image, reputation capital, and team ownership were concluded as significant, negative factors.
Apology : a content analysis of public school district apologies in race-related incidents and crises.
(2019-04-04) Davis, Magen C., 1994-; Moody-Ramirez, Mia.
The need for crisis communication for public school districts is at an all-time high as school shootings and other such crises occur at a high frequency (Gainey 2009).1 Incidents relating to racism are rarely studied in the realm of crisis communication especially in public school districts. When an organization is at fault, in a crisis of reputation, a statement of apology can be one of a few ways to atone for the incident. Using the Situational Crisis Communication Theory, this research will work to analyze the content of public apologies and statements from 32 public school districts which have faced race-related crises in the last several years. In particular, this study aims to answer three questions for each study: • RQ1: Are statements more/less likely to include direct mentions of race in certain terms? • RQ2: Will more/less statements include the transcendence strategy than not? • RQ3: Are district statements that do/do not address race directly more/less likely to have negative news coverage? The apologies and statements from principals, assistant principals, superintendents, and/or administrators were coded for the presence of specific strategies found in the SCCT. As a second method of analysis, social media comments were coded for overall satisfaction with one of the apologies and with the racial elements of the apology. Findings indicate fewer statements mentioned race in certain terms, about half utilized the transcendence strategy. Conclusions also indicated that in statements that did not mention race, news coverage was consistently less negative.
At the crossroads of the American dream and mass media in a global pandemic as seen through the lens of small business in franchising.
(May 2023) Feid, Monica, 1968-; Neill, Marlene S.
Franchising filled a critical role in standing up for small businesses in the COVID-19 pandemic and providing a voice in the media to protect the American Dream. However, franchise leaders say much work still needs to be done to educate the media on the franchise business model as an important part of America’s small business sector. This qualitative study included interviews with franchise leaders across the country. Using agenda-setting theory, they were asked about media coverage they witnessed, how they participated in that conversation with media outlets if applicable, and how the industry was impacted. Looking at issues management, they also showed how they navigated their organizations through the pandemic. Findings lead to public relations and marketing communications recommendations for helping the media better understand franchises as both small businesses owned and operated by franchisees, and household names across the country and around the world.
Baylor in black and white : a study of desegregation at a Texas University as it played out through the student newspaper.
(2019-11-20) Platt, Jonathon S., 1993-; Darden, Bob, 1954-
As social spaces began to desegregate, media organizations across the nation covered the process. This reporting left behind what we now use as the first draft of history. At Baylor University, the messy process of desegregating the campus was covered by the student newspaper, the Baylor Lariat. Using theories of press coverage, threshold theory, existing studies on the role of student media, and a blended content analysis of both quantitative measurements and qualitative narratives, this study constructs a deep understanding of important history, which has been left ultimately untouched. While studies on local civil rights are frequent, studies into the tactics and results of college student papers’ reporting are rare. The combination of the two allows for a unique look into an extremely important topic to preserve.
Brand community practices of the BMW Electronauts.
(2020-04-27) Jackson, Cynthia J., 1959-; Neill, Marlene S.
Drawing from practice theory, this study examines the online brand community comprised of BMW ActiveE electric vehicle field trial drivers, dubbed the Electronauts. In-depth interviews were also conducted to explore the Electronaut experience and the extent to which BMW communicated with and designed the activities of the community. The brand community thrived with very little contact or investment from the company, instead organically forming a structure of its own, providing technical and personal support to one another, and maintaining relationships long after the field trial ended in 2014. This study uncovers new understanding of the positive impact organic power relations has in online brand community. Implications to brand marketers are evident: 1) invest in community over one-on-one brand relationships, 2) grass-roots brand community is highly sustainable, 3) monitor the community and be ready to step in to resolve small issues before they become problems and 4) regard members of the brand community as equals in product development and brand meaning.
A case study of two Cherokee newspapers and their fight against censorship.
(2006-07-22T23:48:42Z) Evans, Desiree Y.; Stone, Sara J.; Journalism.; Baylor University. Dept. of Journalism.
This study attempts to illuminate an injustice to the Cherokee Nation through denial of First Amendment rights in newspapers and communities. Through case studies and in-depth interviews it examines the avenues by which other Native American newspapers can gain independence and publish free from censorship. The study focuses on The Cherokee Phoenix and Indian Advocate and The Cherokee Observer. Studying The Cherokee Phoenix and Indian Advocate allowed for the examination of the Cherokee tribe’s official newspaper before and after the Independent Press Act of 2000, and how the landmark legislation has changed the newspaper and its relationship to the tribal government. The establishment of The Cherokee Observer shows why some members of the Cherokee tribe felt that an alternative newspaper was necessary before and after the legislation was passed, and as they continue to feel the need to publish even five years after the Cherokee press was freed.
Creating a foundation for media literacy education : a content analysis of higher education syllabi.
(2012-08-08) Earp, Amanda G.; Moody-Ramirez, Mia.; Journalism.; Baylor University. Dept. of Journalism.
Using a Constructivist theoretical learning approach, this study examines syllabi from higher education media-related departments to develop a uniform foundation for media literacy courses by finding common objectives and creating an ideal syllabus. Findings indicate that although most objectives in the syllabi appeared throughout the literature, future courses should place more emphasis on objectives such as “effects” and “economics.” The results also show a variation between the types of objectives included in the sample syllabi, most notably in the “other” theme. Finally, the study indicates that a total of 16 objectives should be included in media literacy courses.
Creating vocal advocates on Twitter : examining the importance of purpose in social media communication.
(2018-11-13) Gonzalez, Alyssa B., 1995-; Neill, Marlene S.
Social media is a powerful tool for organizations to build relationships, promote services and encourage community activism. Through content analysis, this study investigates which types of messaging on Twitter are effective in turning members of the public into vocal advocates for education-based nonprofits. The study identifies current Twitter practices among the organizations and describes how they can influence social change. The situational theory of publics is used to analyze online engagement. This study also examines the importance of organization-public relationships and their utilization on social media platforms to promote advocacy. Findings revealed that informational posts are the most frequently used form of messaging by education-based nonprofits on Twitter and are the most successful in garnering engagement. Education-based nonprofits prefer to have a majority of their tweets originate from their organization. Furthermore, they are utilizing Twitter’s other media related tools by including links in 65 percent of their posts.
Dig yourself! The ascent of Stokely Carmichael, Black Power and the death of the Student Nonviolent Coordinating Committee.
(2020-04-14) Dunn, Daniel A., 1977-; Moody-Ramirez, Mia.
In his role as chairman, Stokely Carmichael helped usher in a dramatic change for the Student Nonviolent Coordinating Committee, a five-year old civil rights organization that had organized voting drives and schools for Black people throughout the south. While SNCC morphed into a more militant group to face the last half of the decade, Carmichael rode his popularity and the wave of Black Power around the world through conferences and speeches. In the end, SNCC had difficulty surviving due to internal conflicts and a lack of funding. Using a critical race lens, this study examines Carmichael’s leadership skills and the issues he and veteran SNCC members faced before eventually being expelled from the group. While SNCC would never recover, its efforts had a lasting impact on the south, Black people and the civil rights movement.
Employment success of university journalism graduates: a survey comparing classroom practices and departmental requirements with graduates' job placement and salary rates.
(2007-02-07T19:01:56Z) Zastoupil, Kristin L.; Stone, Sara J.; Bishop, Mike (Michael).; Vitanza, Dianna M.; Sturgill, Amanda Colson, 1968-; Journalism.; Baylor University. Dept. of Journalism.
This study focuses on what current journalism programs are requiring from their undergraduate students before graduation. The researcher used both qualitative and quantitative research by collecting data through an online survey of journalism faculty at four-year universities offering a degree in journalism and individual interviews of journalism researchers and faculty. The aim was to use educational philosophies and teaching methodologies to classify current programs as traditional, contemporary, or a combination of the two and to determine if one type of program has a greater impact on its graduates' success. While overall findings indicate professors and institutions tend to be contemporary, qualitative research indicates that programs tend to be more mixed and include a hybrid of contemporary and traditional classes.
Examining the impact of emerging media on classroom community and engagement in higher education.
(2022-03-30) Davis, Kailey L., 1996-; Neill, Marlene S.
Over the years, the affordances of the digital age have had implications in nearly every industry, including education. Through the connectivism learning theory and the diffusion of innovation lens, this study seeks to understand how the integration of emerging media and digital tools in higher education has impacted factors such as classroom community and student engagement. In-depth interviews were conducted with 12 professors to gain their perspectives on the implications and challenges of integrating emerging media into higher education. The interviews were categorized based on the conceptual framework and key variables under study to reveal recurring themes. The findings of the study explicate how professors define and implement emerging media, which forms of media professors are integrating, the perceived impact of these emerging tools on student engagement and classroom community, and the training, challenges and benefits professors encountered throughout the process of selecting and implementing emerging media resources into their courses.
Framing Flint : comparing mainstream and black newspaper coverage in the wake of environmental racism.
(2018-11-28) Rieper, Kaitlyn B., 1994-; Moody-Ramirez, Mia.
Flint, Michigan, has been in a water crisis for four years now after the predominately black community was lead-poisoned following the decisions of government officials they should have been able to trust. The city’s insistence on using polluted river water along with a history of environmental injustices quickly drew criticism as an issue of environmental racism. Fighting environmental racism often originates from grassroots efforts and depends on voices from minority communities. By drawing on critical race and framing theories, this study considers how local black newspapers, the Chicago Defender and the Michigan Chronicle, have framed the Flint water crisis in comparison to mainstream newspapers, the Chicago Tribune, and the Detroit Free Press. The analysis found key differences in the way that the newspapers framed race, especially in the context of poverty. However, the top themes were the same across all four newspapers.
Get rich or die tryin’ : a semiotic approach to the construct of wealth in rap music.
(2011-09-14) Davis, Kristine Ann.; Stone, Sara J.; Journalism.; Baylor University. Dept. of Journalism.
For the past 30 years, rap music has made its way into the mainstream of America, taking an increasingly prominent place in popular culture, particularly for youth, its main consumers. This thesis looks at wealth through the lens of semiotics, an important component of critical/cultural theory, using a hermeneutical analysis of 11 rap songs, spanning the last decade of rap music to find signification and representation of wealth in the rap song lyrics. The research finds three important themes of wealth - relationship between wealth and the opposite sex, wealth that garners respect from other people, and wealth as a signifier for "living the good life" - and five signifiers of wealth – money, cars, attire, liquor, and bling.
The influence of media use on religious individuals' attitude toward and knowledge of science.
(2011-05-12T15:23:24Z) Collins, Billy W.; Owens, Bradley E.; Journalism.; Baylor University. Dept. of Journalism.
Research indicates that mass media depictions of morally controversial scientific applications and new technologies have increased in frequency during the past decades. Therefore, researchers have become increasingly interested in how science is both viewed and understood by the public. One of the publics of primary interest to researchers is the highly religious, who may approach science and its applications via a unique perceptual filter determined by their religious commitment. Additionally, the mass media have been shown to moderate opinions about science. The present study makes use of nationally representative survey data to discuss the relationship that exists among media use, religiosity, and attitudes toward and knowledge of science variables. Data collected from two independent samples will also help pave the way for future trend studies of this phenomenon.
Influencer-consumer relationships : a qualitative analysis of trust, credibility and loyalty among female consumers on social media.
(2022-04-21) Gibson Briggs, Lauren A., 1997-; Tefertiller, Alec C.
Influencers have become increasingly popular on social media over the past decade. Whether these individuals are spreading awareness about social change, or simply promoting products, they have greatly impacted the world of advertising and marketing, but most importantly, the lives of consumers. Through a qualitative research approach using personal, in-depth interviews, this study aims to understand why young adult females follow influencers online. Participants’ feelings and attitudes associated with influencers were analyzed by addressing three key topics— trust, credibility and loyalty. Findings reveal two distinct groups of participants. That is, those who are selective and focus on connection with the influencer, and those who are not as selective and purely follow influencers based on inspiration, information or material gain. The three foundational theories that were consistently present in the findings include the parasocial interaction theory, the social-exchange theory and the source-attractiveness theory.
Informative humor : The Daily Show's emergence as a credible news source.
(2010-06-23T12:25:02Z) Shanks, Chad.; Sturgill, Amanda Colson, 1968-; Journalism.; Baylor University. Dept. of Journalism.
By all accounts, America's dependence on traditional news media as a vital part of the democratic process is waning. With new media and outlets fighting for audiences, traditional broadcast and print media are suffering an existential crisis, forced to adapt or become obsolete. In addition, the public's trust in the media is plummeting. However, in this unsteady environment, unexpected forms of traditional media are emerging as credible sources, such as The Daily Show with Jon Stewart. When compared with other news media transcripts, The Daily Show was rated as equally credible to other broadcast news outlets when participants did not know the sources. When sources were known, The Daily Show was not rated as less credible, inferring that no preconceived bias against the show's credibility exists. In addition, political affiliation, age and gender were not significant in determining a person's perceived credibility of the satirical news leader.
Intimacy issues : a content analysis of intimacy levels and engagement rates between celebrities and influencers.
(2018-04-30) Thornton, Carlye Elizabeth, 1993-; Moody-Ramirez, Mia.
The development of social media marketing has amplified the value of peer recommendations, leading brands to utilize the inclusive nature of Instagram to employ celebrity endorsement and/or influencer techniques. Though the two strategies are different, individuals outside the industry often confuse them, resulting in lower engagement rates and credibility. The purpose of this research is to establish the type of relationships celebrities and influencers have with their followers and to recognize their differences. By using Consumer-Brand Relationship Theory, Social Influence Theory and Para-Social Interaction Theory, the researcher identified key components of online intimacy and analyzed Instagram content from three celebrities (Kendall Jenner, Ariana Grande and Dwayne "The Rock" Johnson) and three influencers (Miranda Sings, Lilly Singh and Tyler Oakley). The researcher examined N=320 Instagram posts to determine the presence of intimacy and calculate engagement rates.
Is it legit? A look at corporate social responsibility and perceived legitimacy in company vaccine policies.
(August 2022) Shull, Richard G., III, 1996-; Bates, Elizabeth.
In 2020, the COVID-19 pandemic began and quickly spread across the world. As governments and businesses navigated the disease, politics began to seep into the discourse over handling the disease. Through the theories of strategic issues management, corporate social responsibility, and reputation management, this study explores how social media networks change a consumer’s view of corporate legitimacy towards a company. Network and content analyses were conducted on two Twitter networks to gain insight on the consumer attitudes and perceptions of two companies. Tweets in each network were coded to determine legitimacy, attitude, and purchasing intent. The findings of this study offer insight on how corporate social responsibility initiatives affect the company’s non-financial assets.

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