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- All Subjects: Marketing
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- Creators: Walter Cronkite School of Journalism and Mass Communication
Description
This full-length, two-act play explores the way loss brings together and tears apart two families in the United States, a lower-middle class Mexican family and a relatively wealthy white family. Throughout the play we explore family dynamics, culture, and how we all ultimately cope with navigating a complex and often devastating world. While this thesis project has completed the honors requirements, the play itself is still under construction. The version you see here is a final thesis project, but not a final product.
ContributorsBilker, Molly Alexandra (Author) / King de Ramirez, Carmen (Thesis director) / Stephens, Mary (Committee member) / Barrett, The Honors College (Contributor) / College of Letters and Sciences (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
Over the last several decades, young adult literature has been growing in popularity. In 1997 there were a total of 3,000 young adult books published. In 2009 that number jumped to 30,000 with sales exceeding $3 billion (Brown The Atlantic). Today, Generation Z is the target young adult genre audience. Members of Generation Z are ages 12 to 17, or people born between about 1995 and 2009. This generation is accustomed to and grew up with ready access to technology. In order to garner the attention of this generation, marketers have to be more creative and focus on storytelling in their digital marketing methods. In a field saturated with titles, what methods do publishers use to distinguish their titles from others? In this thesis project I examined what visual and rhetorical elements marketers are using to draw in the young adult crowd. Visually, I utilized the criteria outlined by Dr. Frank Serafini in his book Reading the Visual. Rhetorically, I utilized the concepts of logos, ethos, pathos, and kairos. I conducted a visual and rhetorical analysis of the marketing methods implemented by young adult publishers on their young adult web platform, Twitter, Facebook, Goodreads, and on the physical book. I selected 5 novels based on webpage placement, i.e. which novels were placed furthest up the webpage, to the left, and the largest. The webpages I examined were the ones used by the Big Five publishing houses, Penguin Random House, Simon & Schuster, Hachette, Macmillan, and HarperCollins, to push out their young adult titles. Based on placement my novels were Morrighan: A Remnant Chronicles Novella by Mary E. Pearson, Other Broken Things by C. Desir, A Gatlin Wedding by Kami Garcia and Margaret Stohl, Anna and the Swallow Man by Gavriel Savit, and Glass Sword by Victoria Aveyard. This study found that pathos, or emotionally charged language, is the most utilized rhetorical technique. A lot of the time these emotional appeals centered on nostalgia, as 4 out of my 5 novels were part of a series. In addition there was a lot of language evoking feelings of female empowerment. Visually, all of the covers featured objects instead of people. This way, larger portions of the target audience can associate with the main character and envision themselves in that role. Finally, 2 out of the 5 books were novellas, which are companions to a series and available exclusively electronically. This shows that marketers are in some cases choosing to push out cheaper, novellas. Future studies could look at which marketing technique, since each platform varied in its medium focus, yielded the most sales. This would help marketers tailor their future efforts to Generation Z. For example, what yields more sales focusing on Twitter or Facebook? In addition, studies should look at why there is such a push for female empowerment. Since male members of Generation Z are not the target market on the publisher's website, Twitter, Facebook, Goodreads, and physical book, where are they being targeted? It is important to figure out how teenage boys select their books, as well.
ContributorsRath, Morgan Wilhelmina (Author) / Wendy, Williams (Thesis director) / Frank, Serafini (Committee member) / Alice, Hays (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The U.S. Census Bureau's 2014 American Community Survey reports there are approximately 884,000 immigrants living in Arizona. Of these, 64 percent (around 570,000 people) come from Latin America. However, 73 percent (over 390,000) of these Latino immigrants are not U.S. citizens. They fall under four categories as designated by the U.S. Department of Homeland Security: permanent residents, refugees and asylees, temporary visa holders and unauthorized residents. The link to the website where the thesis is located is: americandreamaz.wordpress.com This study looks into the struggles immigrant Latino students have faced growing up in the United States based on each of these categories, especially now that they are nearing high school graduation and applying for college.The first segment of this study explains the types of Latino immigrants living in Arizona, a synopsis of the struggles immigrant families face and an explanation of legislation that has given the undocumented students a chance for a better future. The second segment is the testimonies of six high school students from San Tan Valley, Arizona who have faced challenges growing up in the United States as immigrants. Each of these students come from different backgrounds and countries, but have many similarities in the obstacles they have had to overcome since moving to the United States. The final segment of this study is an explanation to the use of a Cannon DSLR camera for the filming of the interviews, instead of the larger Sony NX video camera that is typically used by journalists in the field.
ContributorsKuebler, Meghan Ashlee (Author) / Rodriguez, Rick (Thesis director) / Boeck, Greg (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
DescriptionThe purpose of this study is to assess to what degree employees of the Commercial Service are knowledgeable about social media. It is also a means to learn about the perceptions of social media within the U.S. government and the Commercial Service and examine its innovation culture.
ContributorsSinclair, Torunn Kathryn (Author) / Matera, Fran (Thesis director) / Phillips, Robin (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
Description
This paper reflects on the processes and outcomes of a multimedia storytelling project on undocumented, queer individuals in Phoenix. It weaves these stories into theories of intersectionality and social movements to give them context. Extensive research has been done on the separate experiences of undocumented immigration and queerness, but little research can as of yet be found on the intersection of both. Participants in this project stand at this intersection, and their stories demonstrate how the UndocuQueer experience brings unique challenges, and thus cannot be solely constructed by existing groups and norms. The web-based project can be found at: http://undoqmented.businesscatalyst.com/
ContributorsCline, Annika Susanne (Author) / Grzanka, Patrick (Thesis director) / Cheng, Wendy (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Social Transformation (Contributor)
Created2014-05
Description
Entertainment Marketing to the Millennial Generation is an honors thesis project which combines research with a creative application. The thesis consists of four main segments: an overview of data surrounding Millennials, a discussion of three companies that successfully marketed to this generation, the creation and explanation of a proposed marketing modeling framework and an application of the previously found conclusions to a brief advertising strategy for Paramount Pictures. This thesis first looks at the Millennial Generation to answer the question "Who are the Millennials?" and to more clearly understand their role as media and entertainment consumers. Characteristics of technological dependence, fast-moving attention spans, desire for connection, and unique brand perceptions emerged as most significant. The case studies examine the marketing campaigns of Lionsgate Films' The Hunger Games, Nickelodeon's The 90s Are All That and MTV Iggy's Music Experiment. Strategic tactics used to target and foster a strong Millennial fan-base were identified. The previously discovered principles led to the development of a modeling framework to be used to build a Millennial-focused marketing campaign. The framework utilizes the five key elements of connectedness, hyper-advertising, technological leadership, brand currency and cultural edge. Finally, all findings were gathered and applied to Paramount Pictures. The knowledge gained from Millennial research, the case studies and the marketing framework shaped recommendations for a creative advertising brief for Paramount Pictures' Anchorman 2. The general principles of the thesis were also suggested for use in marketing in various industries.
ContributorsHoy, Grace Dorothy Curran (Author) / Ostrom, Amy (Thesis director) / Olsen, Douglas (Committee member) / Brooks, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2013-05
Description
Immigration policy in the United States today is complex and far-encompassing. This project aims to present it in an easily accessible way: Through the eyes of those who have experienced its effects in a deeply personal manner. This online project, housed at http://immigrant-experience.com/, includes profiles of four people who have immigrated to the United States from other countries. The website includes graphics and multimedia elements, that help to tell their stories. It also provides information about immigration statistics, research and policy. The DREAMer who came to the country as a child, the young Mexican man on a seasonal visa, and the Eritrean refugee share in the immigrant experience, but the effects of U.S. policy on their lives are vastly different. Factors at play include age, education, country of origin and socioeconomic status. These factors are what shape the policy that dictates whether an immigrant can become an American citizen. They are also what make Gloria, Adrian and Azarya's stories so unique. It is a multitude of personal stories that collectively define the immigrant experience. These stories may be drastically different, depending on the country of origin and circumstances of each individual, but some aspects of the experience are shared. The difficulties inherent in uprooting oneself from a familiar community are common to "immigrants" of all shapes and sizes: students moving out of state for college, new hires moving to a new city, parents moving their children into a better neighborhood, etc. Through in-depth profiles of immigrants from a wide variety of backgrounds, this project highlights those shared experiences while showing the diversity of personal stories, challenging contemporary stereotypes about immigrant populations.
ContributorsMiller, Faith Anne (Author) / Rodriguez, Rick (Thesis director) / Manning, Jason (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of International Letters and Cultures (Contributor) / Department of English (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This study examines the relationships between the success of Instagram health and fitness influencers and the images they share. As social media continues to grow as a source of information and interconnectedness, the sway influencers hold over their followers and potential consumers grow too. The success of these influencers in gaining followers, motivating opinions and achieving an aesthetic physique, result in monetary gain. On the media site Instagram, influencers with one million followers can garner over $50,000 per sponsored post. Specifically, the research focuses on four Instagram influencers who have over 200,000 followers. The subjects, Amanda Bucci, Nikki Blackketter, Maxx Chewning and Christian Guzman, were selected based on their popularity within the weight lifting community. Together, these influencers have over 400 million followers on Instagram. The study analyzed 32 photos sourced from the influencer's Instagrams. Of the 32 images, 16 were selected as branded content and 16 were selected as candid content. These images were then coded to answer the following research questions: (1) is there a pattern in the visuals weight lifters share, (2) is there a difference between branded or candid content, (3) how do these similarities or lack thereof influence number of Instagram followers and financial success, and (4) what physical dimensions contribute to a weight lifter's success on Instagram? This study uses content analysis to understand the symbolic meaning of texts and visuals. With the findings showing recurrent themes between (1) posture of subject, (2) use of brand affiliation and (3) professional grade photography, we confirm that bodily capital, sponsorship and authenticity are successful tactics used by influencers to generate a following.
ContributorsKoontz, Ellanna Marie (Author) / Matera, Fran (Thesis director) / Artigue, Ray (Committee member) / School of Nutrition and Health Promotion (Contributor) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Voices of the Past, Voice of the Future is project created by Christopher Silavong. This is a personal story where I delve into my parents' past and a country of which I knew nothing. As a child, I never learned about my parents' country, nor did I ask about their childhood and what Laos was like. I'm sure they spoke about their past in passing, but I didn't pay attention or asked further questions. I was young and time seemed forever. And then in 2012, the realization that one day they'll die became real. My father suffered a stroke nine days before my birthday. I wanted to know who my parents were and what brought them to America. My parents' stories will be incomplete. They've lived in America much longer than they'd lived in Laos, and it's difficult for them to remember what happened to them at 10 years old, especially for my father. It also doesn't help that I don't know how to speak Lao. This is a working project, and I'll continue asking them about their lives until I no longer can. But for now, here's what I've pieced together.
ContributorsSilavong, Christopher (Author) / Rodriguez, Rick (Thesis director) / Dodge, Nancie (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05