Matching Items (29)
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- All Subjects: Media
- All Subjects: Marketing
- All Subjects: feminism
- Creators: Walter Cronkite School of Journalism and Mass Communication
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Status: Published
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
President Donald Trump announced his candidacy in June 2015, and the America immediately knew that he was an unorthodox candidate. Early on in his campaign, Trump isolated groups of people and treated them as enemies, but none so consistently as the news media. What began as criticism of "fake news," turned into calling the news media "the opposition party." However, media professionals agree that when the Trump administration called the news media the "enemy of the American people" \u2014 a line had been crossed. In the last two years Trump has denied simple fact and credible journalism countless times. His avid use of social media allows his messages to reach millions of people in moments - which had the potential to be a positive thing. However, Twitter is often where Trump turns to dispute the media, science, fact or anything else that "opposes" him. If Americans cannot believe the news media, cannot believe science, and cannot believe established fact, what can they believe? Allowing one man, in this case, Trump, to become the beacon of truth is dangerous and destructive to democracy. The news media must do their best to recapture the trust and faith of the American people by producing good, honest journalism. Seasoned journalism professionals say that his attacks on the media are likely a facade, just another way to appeal to his base, but that those attacks have the potential to wreak havoc in American society. Regardless of Trump's intentions, the toxicity between him and news media could have consequences that reach far beyond his presidency.
ContributorsPenningroth, Kendra Rene (Author) / Crane, Steve (Thesis director) / Downie, Leonard (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Criminology and Criminal Justice (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
This study examines Glamour magazine to determine the messages the publication sends to its readers and to evaluate if such messages align with modern feminist goals. The articles of Glamour's 12 issues from the year of 2016 are analyzed using a framework adapted from previous research on women's magazines. Articles are coded as either positive (feminist, anti-traditional, promotes equality) or negative (anti-feminist, traditional, promotes inequality). Distinct content themes (appearance, dating, home, self-development, career development, politics/world issues, and entertainment) are also examined individually. After the presentation of data, I examine my findings through a feminist lens to determine the nature of the messages being sent to women through the magazine's editorial content, followed by an assessment of the value of women's magazines and how they could potentially shape the beliefs and roles of a 2017 woman. It is found that about half of the articles in Glamour could be considered as having feminist messages, with strong themes of personal choice, individual empowerment, and political involvement or activism in these articles and throughout the magazine. The content also has many blatantly feminist messages, including consistent use of the word itself. Another 40% of the articles are found to be neutral (no clear message to reader), and the remaining are negative. The sexism inherent in these negative articles is critically examined. Finally, the main takeaways of the findings and their ramifications are discussed from both a media consumer and a media producer perspective, with arguments for why it is important to be critical of a magazine's editorial content.
ContributorsAllnatt, Libby Paige (Author) / Pucci, Jessica (Thesis director) / Dove-Viebahn, Aviva (Committee member) / School of Social Transformation (Contributor) / Department of Psychology (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying power. This thesis used case studies and elite interviews to examine Millennials' buying habits and how automotive marketers can reach this audience. The project found that life events, such as moving into the suburbs or having a family, are what motivate Millennials to buy cars. When they do purchase vehicles, Millennials strive to balance the need for practicality with the desire to purchase aspirational brands. Automakers that support Millennials during their consumer research and position their cars as a supplement to the Millennial lifestyle tend to resonate with the generation.
ContributorsSitter, Katherine Faith (Author) / Barrett, Marianne (Thesis director) / Edsall, Larry (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
What's in a name? A person not a number is a multimedia eBook that will explore how the media treats coverage of sexual assault victims and challenges the traditional no-naming policy instilled in almost every professional newsroom. Historical context to no-naming policies, opinions from critics of the no-naming policy and legal information will be provided. This book serves to encourage journalists and editors to consider identifying victims after long, thoughtful discussions, to educate media consumers on the topic, to eradicate the societal stigma of rape, and to reflect the views of survivors so that they may feel more willing to share their stories. Identifying sexual assault victims conforms to the journalistic imperative to tell the truth as fully as possible and to inform the public as completely as possible. When the information is part of the public record and there are no legal limitations on its use, identifying sexual assault victims will have a positive impact in educating the public and eradicating the stigma associated with being the victim of sexual assault. This book proposes that through educated, thoughtful and truthful stories about sexual assault can spark careful conversations and help turn around the stigma our society has placed on victims. The full eBook, complete with photos, videos and other audio components, is available at https://alejandraarmstrong.atavist.com/whats-in-a-name-a-person-not-a-number.
ContributorsArmstrong, Alejandra Moya (Author) / Gilger, Kristin (Thesis director) / Petchel, Jacqueline (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
It is important to examine training programs for in-store associates in the specialty retail industry. The retail industry is strong right now, and growth is expected to be at 7% over the next 10 years. In the retail industry, the Internet poses a credible threat to brick and mortar stores, as many customers now prefer to shop online. To compensate for this, storefronts need to provide an increasingly exceptional in-store experience to drive sales and maintain customer relationships. Creating excellent training programs for in-store associates is the best way in which to improve the relationship between the customer and the associate and create an excellent store experience. Strong associate training programs have numerous benefits to the overarching organization. An employee that feels confident and competent in their job is more engaged at work. Engaged employees are less likely to quit than average, which means a strong training program can save a company turnover costs and loss of institutional knowledge. Additionally, an engaged associate is more likely to exert extra discretionary effort, which increases operational efficiency. Ultimately, an engaged employee will strengthen the service profit chain and create a better overall experience for the customer. When creating a training program it is important to take into account the learning preferences of the company's associates. Millennial learners prefer working in groups, integrated technology, and lessons that are applicable to real life. Generation X learners are self-sufficient and view time as a luxury. They expect material to be straightforward and concise. Additionally, when creating a training program it is important to benchmark programs within and outside of the operating industry. REI has a comprehensive training program that focuses on connecting employees to the mission of the company as well as in-depth product knowledge. Macy's recently overhauled its training program to include more face time with managers and semi-annual refresher trainings. Ritz-Carlton, a step outside of the retail industry, provides legendary training where employees receive over 250 hours of training in the first year alone. Ritz-Carlton employees are highly engaged and autonomous in their work, which leads to an excellent hotel experience. Using my internship as a field study, I share some important results from work with a Fortune 400 specialty retailer headquartered in the Phoenix Valley. Here I examine the associate and customer relationship with the aim of improving the in-store experience. Through benchmarking, associate interviews, and data analysis I am able to recommend a long-term vision for training at the organization where up-to-date product information is accessible in the aisle and overall knowledge well rounded through buddy shift programs and cross-training. My overall recommendation for the specialty retail industry is to take a holistic approach to training. I advocate looking at training programs from multiple perspectives including learning preferences, employee motivations, and corporate culture. Additionally, holistic training means that a company educates and trains associates in all areas of the business through cross-training and buddy shifts. Holistic training will create an engaged work force and improve the customer experience.
ContributorsHouts, Madeline Kirby (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
While Italian and American news may look similar from a surface observation, the history and the development of news practices in each respective country is very different. The intent of this research is to dissect the breaking news cycle and point out differences and offer an explanation as to why these differences exist. The research for this will be collected using a variety of methods including first-hand observation, interviews and photographs. It will require travel to the four Italian media locations that are being compared as well as historic research to be conducted in order to provide context for the study. What is collected at the various Italian media organizations will be compared with the American news outlets The Arizona Republic and Arizona NBC affiliate, 12 News. The study goals are focused around three main research questions that aim to uncover differences in breaking news practices regarding ethics, the reporting process and promotion using social media. Cultural, historic and physical barriers separate the two countries. Because of this, directly comparing breaking news between the locations will be difficult, thus it is crucial to be able to analyze what data are being gathered in order to uncover patterns and draw conclusions.
ContributorsNicosia, Domenico Giuseppe (Author) / Silcock, B. William (Thesis director) / Dell'Anna, Antonella (Committee member) / Johnson, Aric (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / School of Social and Behavioral Sciences (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
Description
9/11 is a suspended moment in history that changed the lives of everyone alive in that moment forevermore. Some became zealous patriots, others despised the United States more, and I was utterly scared. I was scared for many reasons: For starters bombs, violence and hatred visited my country's doorstep. Not only that, but I was a victim of a crime I couldn't logically comprehend. I was unaware of the ongoing tension between the west and the Middle East. I was unaware of the Twin Towers, and I was fully unaware of my vulnerabilities. These emotions triggered a zeal and inspired me to study our "enemy" and try to understand why I was, personally, was their victim. I started reading any and all books that had the keywords I heard in the mainstream media: terrorism, Afghanistan, Taliban, Islam and more. I was afraid to ask questions. Independently I studied many different texts, most of which I share in this document. My autodidactic nature helped me to familiarize myself with the region, its culture and history of conflict with the U.S. I was thankful for three particular books that fomented my interest in the feminism in Islam movement. My essay features these three titles, and my development into an advocate for the movement. I hope to lend my journalism writing and communication skills to the Muslim women of the world who envision a movement rooted in Qur'anic truth and social progress.
ContributorsMorris, Brittany Elena (Author) / Ali, Souad (Thesis director) / Ali, Sarah (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
Description
The purpose of this thesis was to undertake the creation of a newsgame to create a new teaching tool for journalism schools to better prepare journalism and mass communication majors for covering minority communities. Give It To Me Straight is a drag-and-drop puzzle newsgame that tasks players with completing real headlines from the past about the LGBT community. The written portion of this thesis analyzes the history of news coverage of gays and lesbians illustrating how the journalism industry readily discriminated against or ignored sexual minorities in the United States. The analysis also includes original research about how Cronkite School students view their role in covering minorities. The results revealed shortfalls in the Cronkite Schools curriculum and raised concerns if the school meets the Accrediting Council on Education in Journalism and Mass Communication's standards.
ContributorsSorrell, Alex Michael (Author) / Hill, Retha (Thesis director) / Corey, Frederick (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
My project focuses on the future of traditional radio and answering the question of whether or not it will be able to survive in a digital age. I provided a literature review to offer background of the history of radio and the challenges it has faced during its existence. I addressed five specific areas: television, satellite radio, Internet radio, podcasts, and mobile devices. My creative element consisted of a radio documentary that compiled interviews from professionals in the broadcast industry. I answered three questions in my research: 1.) Do experts in the industry believe traditional radio will be able to survive the emergence of new technologies and non-traditional programming? Or, will these new technologies and non-traditional programming ultimately overcome traditional radio and become the new standard? 2.) In what ways do industry experts believe that the traditional radio format will have to change in order to compete and prevail over new technologies to remain successful? 3.) Which non-traditional radio formats do industry experts believe pose the biggest threat to traditional radio? In conclusion, I found uncertain times--but also times of opportunity and innovation lie ahead for the broadcast industry. Traditional radio will exist for the foreseeable future. As long as the radio dial exists in cars, traditional radio will remain relevant. In order to adapt as digital technology gains popularity, traditional radio must provide programming that is interesting and compelling to satisfy the increased thirst for audio. Keywords: future of traditional radio, disruption, digital audio
ContributorsBrown, Benjamin Donald (Author) / Blatt, Rebecca (Thesis director) / Rackham, Brian (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05