Filtering by
- All Subjects: Creative Project
- All Subjects: Marketing
- All Subjects: Media
- Creators: W. P. Carey School of Business
- Creators: School of Politics and Global Studies
Coverage of Black soccer players by Italian media outlets perpetuate narratives rooted in anti-Black racism. These narratives reflect the country’s changing attitude toward immigration. Historically a country from which citizens emigrated, it is now a recipient of immigrants from Africa. These changing demographics have also caused a shift in the focus of racism in Italy, from discrimination against southern Italians to anti-Black racism. As the country has explored what defines a unified Italian identity, Afro-Italians have been excluded. This study evaluates how these perceptions of Afro-Italian soccer players manifest according to various racial frames, and the frequency with which they do so in three Italian sports dailies: La Gazzetta dello Sport, Corriere dello Sport – Stadio, and Tuttosport. In this context, Afro-Italian refers to an Italian citizen of African descent, and anti-Black racism denotes any form of discrimination, stereotyping, or racism that specifically impacts those of African descent. For this study, a representative sample was collected consisting of website coverage published by the three sports dailies: articles devoted to Mario Balotelli that appeared between 2007 and 2014, and articles devoted to Moise Kean between 2016 and 2019. Three coders recorded the content of the sample articles on a spreadsheet organized by the type of racial frame applied to Black athletes. The analysis reveals that the players were frequently portrayed as being incapable of self-determination and of having an innate, natural athletic capability, rather than one honed through practice. The coders noted that in addition to explicit racial framing, there were also instances of implicit and subtle ways these racial frames manifest. In future research, the coding procedure will need to be adapted to account for these more layered and nuanced manifestations of anti-Black racism.
The following research questions spurred the curiosity for this knowledge. These questions are:
1. How does Arizona State University market its study abroad programs?
a) How does ASU most effectively market its study abroad programs to students—what marketing tools are needed and used?
2. How do other college and universities throughout the United States market its study abroad programs?
b) How do they best market its study abroad programs to students—what marketing tools are needed and used?
3. How has this new digital age shaped the marketing environment today?
4. How do you develop relevant marketing strategies for a specific study abroad program in order to increase participation?
Before answering the preceding questions, this thesis first examines the origin of international education and its history.
Additionally, the author of this thesis created a series of questions that was sent via SurveyMonkey.com to various college and university study abroad offices, directors, advisors and marketing specialists throughout the U.S (a total of 18 schools from various parts of the region responded to the 37 question survey). This in turn allowed the author to answer a large portion of the above research questions. See attached documents (Appendix A) for a list of all the questions asked via survey, as well as each school’s response.
After a thorough analysis of the above research questions, the author focuses on the development of marketing strategies to help promote a specific faculty-led study abroad program at Arizona State University’s Walter Cronkite School of Journalism and Mass Communication (the official name for that program: “Cronkite Euro: Social Media Across Cultures: The European Perspective”). It is the analysis of the above research questions that in turn helped the author create marketing strategies that were tailored to this specific faculty-led study abroad program.
These marketing activities included the expansion of Cronkite Euro’s social media presence, specifically by creating an Instagram account for the study abroad program (@asucronkiteuro). Another major marketing activity included the expansion of Cronkite Euro’s online presence. The author of this essay completely revamped the study abroad program’s website so as to adequately keep up with the tech-savvy, digital natives of today (www.asucronkiteuro.com). The importance of implementing these specific marketing strategies will be later discussed in part IV of the thesis.
• Do students understand what personal branding is?
• Are students able to define their skills?
• Do students have a career plan?
• Do students have a plan to promote their brand?
A pilot study was first distributed to students of Arizona State University which found that students lack an understanding of what personal branding is and have a need for the knowledge and tools to develop a personal brand. A workshop was then developed to address these issues. This workshop was held three times: first, for a Landscape Architecture class, second, for a marketing class, and third, for a student sales organization. The workshop discussed branding, personal branding, and then the participants were able to begin working on developing their own personal brand. The students in the first workshop had two sessions and were able to complete their own personal brand process with the workshop leader, while participants from the second and third workshops completed it on their own, after only a single workshop session. After completing the in-person workshop, participants shared their brand with their fellow students in a Google Plus page. Finally, participants completed an exit survey. This exit survey was used to measure the research questions.
The first workshop proved to be most effective, even though the participants in the first workshop were all landscape design students and the majority of the participants in the second and third workshops were business students. It was found that unless the students’ own brand development process was finished during the workshop or affected the students’ grade, it would not be completed. It was also evident in all of the workshops that slides with imagery were more effective at starting discussions than the text-heavy slides. As such, future workshops should be designed with a greater time allowance, the intent of the students’ own brand development process to be completed during the workshop, and the presentation should be redesigned to better initiate discussion among participants.