Theses and Dissertations
This collection includes both ASU Theses and Dissertations, submitted by graduate students, and the Barrett, Honors College theses submitted by undergraduate students.
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With the millennial and Gen Z generations being comprised of avid social media users, corporations have turned to online platforms, such as Twitter and Instagram, as a way of communicating and connecting to their audiences. One method that corporations are using to attract consumers is utilizing internet memes. Brands and corporations are now marketing through internet memes to enhance and define the brand’s personality and voice. This study examines the ways corporations use internet memes to personify their brand image and the overall effectiveness of meme usage in engaging consumers. Based on an exploratory analysis of brands over several media pages, we find evidence that brands with an edgy or humorous personality have increased engagement when using this method of communication, while more luxury brands should avoid using memes. Our research was conducted by examining and analyzing the social media accounts of four companies that use memes regularly as ways to promote their brands between November 1, 2018 and February 1, 2019. Our findings suggest that there is no definite correlation between internet memes and consumer engagement, rather that they are beneficial to use in addition to traditional marketing. In order to gain a stronger understanding of the relationships between internet memes and engagement, future research can study online brand personalities more in-depth and develop theories on the effectiveness of meme usage.
ContributorsReicks, Amber Michelle (Co-author) / Ahmas, Roxanna (Co-author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The United States is in a period of political turmoil and polarization. New technologies have matured over the last ten years, which have transformed an individual’s relationship with society and government. The emergence of these technologies has revolutionized access to both information and misinformation. Skills such as bias recognition and critical thinking are more imperative than in any other time to separate truth from false or misleading information. Meanwhile, education has not evolved with these changes. The average individual is more likely to come to uninformed conclusions and less likely to listen to differing perspectives. Moreover, technology is further complicating and compounding other issues in the political process. All of this is manifesting in division among the American people who elect more polarized politicians who increasingly fail to find avenues for compromise.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
ContributorsStenseth, Kyle (Co-author) / Tumas, Trevor (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Basketball is considered one of the most progressive and innovative sports in the world. As such, the NCAA, NBA, and G League are constantly searching for ways to increase their global reach and increase their viewership. With the telecommunications industry seeing a decrease in overall customers who pay for monthly or yearly cable services, the sports industry is feeling pressure to keep viewers in a culture where “cutting the chord” is becoming a trend. However, the sports industry is one field that continues to drive viewership through their live cable broadcasts each year. All three leagues, which represent the college level, the minor league level, and the professional level, look to differentiate their broadcasts in the marketplace and experiment with different elements to attract new viewers and engage existing viewers. In the past, leagues and networks have experimented with streaming services, camera angles, mic’d up players and coaches, and augmented reality to demonstrate offensive and defensive sets. While both the college level and professional level have had limited issues in developing a loyal broadcast audience and attracting new viewers, the minor league (commonly known as the G League) has faced more challenges to grow. The problems the G League face with building their digital audience include competing seasons with both College Basketball and the NBA, disparaging perceptions that the games and players are not as interesting to watch, limited and expensive cable broadcast availability, and lack of fan affinity. Although these are challenges that the G League faces, the upcoming league has experienced success with year-over-year growth since its birth in 2001. Each year, the G League has increased the number of games broadcasted on traditional cable networks, and as a result, increased viewership. The blossoming league has a lot of potential, especially now that players can enter the G League directly out of high school, so capitalizing on opportunities to not only differentiate itself amongst other minor leagues, but also amongst other basketball leagues will be imperative to increase its fan base.
The purpose of this research is three-fold: to understand how people consume sports broadcasts, what levels of basketball they watch most frequently, and what elements of a sports broadcast they prefer or wish to implement. Aside from understanding consumption behaviors, this research further explores specifically how the G League can increase viewership, whether it’s experimenting with rule changes, implementing new broadcast elements, or creating off-court content that develops interest and affinity for players in the league. What the data and statistical tests concluded was that people who were classified as ‘G League Fans’ are generally fans of all levels of basketball, but that people who were classified as ‘College Basketball Fans’ or ‘NBA Fans’ were not necessarily fans of the G League. Based on this finding, the thesis provides recommendations for how the G League can increase viewership amongst basketball fans, as this will be its most receptive and impressionable group. For those unfamiliar with what the G League is, the thesis also provides a brief history and who the players are that make up the league.
The purpose of this research is three-fold: to understand how people consume sports broadcasts, what levels of basketball they watch most frequently, and what elements of a sports broadcast they prefer or wish to implement. Aside from understanding consumption behaviors, this research further explores specifically how the G League can increase viewership, whether it’s experimenting with rule changes, implementing new broadcast elements, or creating off-court content that develops interest and affinity for players in the league. What the data and statistical tests concluded was that people who were classified as ‘G League Fans’ are generally fans of all levels of basketball, but that people who were classified as ‘College Basketball Fans’ or ‘NBA Fans’ were not necessarily fans of the G League. Based on this finding, the thesis provides recommendations for how the G League can increase viewership amongst basketball fans, as this will be its most receptive and impressionable group. For those unfamiliar with what the G League is, the thesis also provides a brief history and who the players are that make up the league.
ContributorsWhisler, Melanie Joy (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The purpose of this thesis is to describe and analyze work that I personally contributed to Sun Devil Giving Day and to present the recommendations I have as a result. This thesis will also serve as a guide for next year’s campus activation lead and team. Volunteers, locations, and booths are the three main components that I managed leading up to SDGD. The work within those areas has been detailed throughout the document. Having the opportunity to write and reflect on SDGD has given me the chance to share an experience I had as campus activation lead and to critically think about the work that was completed and my personal lessons for leading similar projects in the future.
The idea of a university-wide giving day is not a new one. Seven year’s ago, ASU and the ASU Foundation set out a goal to incorporate giving as a university tradition. Shifting the student mindset has been no easy task, as building the next generation of philanthropist will continue to take innovative creativity and grit. As the idea of monetary giving increasingly dwindles, it will be annual traditions like Sun Devil Giving Day (SDGD) that will serve as a touch point to educate students, faculty, staff, alumni, and the whole ASU community on the importance of philanthropy, what giving means to them, and how they can make an impact now. With 9,318 gifts and $11,462,634 raised, this year’s SDGD was a success. Outlined throughout are benefits of a giving day, the history of ASU’s SDGD, and current student giving. One of the ways that Sun Devil Giving Day sets out to do this is through campus activation. This includes creating and executing a philanthropic engagement booth that serves as a way for students to interactively think about their giving and what they care about at ASU. Through serving as the Campus Activation Lead, I coordinated the volunteers, campus locations, and the booths leading up to and the day-of the event.
The idea of a university-wide giving day is not a new one. Seven year’s ago, ASU and the ASU Foundation set out a goal to incorporate giving as a university tradition. Shifting the student mindset has been no easy task, as building the next generation of philanthropist will continue to take innovative creativity and grit. As the idea of monetary giving increasingly dwindles, it will be annual traditions like Sun Devil Giving Day (SDGD) that will serve as a touch point to educate students, faculty, staff, alumni, and the whole ASU community on the importance of philanthropy, what giving means to them, and how they can make an impact now. With 9,318 gifts and $11,462,634 raised, this year’s SDGD was a success. Outlined throughout are benefits of a giving day, the history of ASU’s SDGD, and current student giving. One of the ways that Sun Devil Giving Day sets out to do this is through campus activation. This includes creating and executing a philanthropic engagement booth that serves as a way for students to interactively think about their giving and what they care about at ASU. Through serving as the Campus Activation Lead, I coordinated the volunteers, campus locations, and the booths leading up to and the day-of the event.
ContributorsAlibrandi, Amanda (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / School of Community Resources and Development (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Watts College of Public Service & Community Solut (Contributor) / School of Public Affairs (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05