This thesis research aims to define, identify, and promote community theatre as a “third space” for disadvantaged youth. A third space is defined by the Oxford dictionary as “...the in-between, or hybrid, spaces, where the first and second spaces work together to generate a new third space. First and second spaces are two different, and possibly conflicting, spatial groupings where people interact physically and socially: such as home (everyday knowledge) and school (academic knowledge)” (Oxford Dictionary, 2021). For disadvantaged youth, the creation of a third space in the theatre can give them a safe environment away from issues they may have at home or at school, it can further their learning about themselves and others, and it can also help those youth feel a sense of belonging to a community larger than themselves. Because of these benefits, it is clear that performing arts programs can offer a great impact on disadvantaged youth; however, many theatre companies struggle to market their programming to said communities. This may be in part, due to low marketing budgets, no specificity in labor resources dedicated to youth programming, or ineffective marketing strategies and tactics.<br/>In order to ideate marketing recommendations for these organizations, primary research was conducted to determine the attitudes and beliefs revolving around youth participation in community theatre, as well as the current marketing strategies and tactics being utilized by programmers. Participants included program managers of youth theatre programs, as well as youth participants from several major cities in the U. S. The secondary research aims to better understand the target demographic (disadvantaged youth), the benefits derived from participation in arts programming, and marketing strategies for the performing arts. Following data analysis are several recommendations for the learning, planning, and implementation of marketing strategies for theatre programmers.

This thesis research aims to define, identify, and promote community theatre as a “third space” for disadvantaged youth. A third space is defined by the Oxford dictionary as “...the in-between, or hybrid, spaces, where the first and second spaces work together to generate a new third space. First and second spaces are two different, and possibly conflicting, spatial groupings where people interact physically and socially: such as home (everyday knowledge) and school (academic knowledge)” (Oxford Dictionary, 2021). For disadvantaged youth, the creation of a third space in the theatre can give them a safe environment away from issues they may have at home or at school, it can further their learning about themselves and others, and it can also help those youth feel a sense of belonging to a community larger than themselves. Because of these benefits, it is clear that performing arts programs can offer a great impact on disadvantaged youth; however, many theatre companies struggle to market their programming to said communities. This may be in part, due to low marketing budgets, no specificity in labor resources dedicated to youth programming, or ineffective marketing strategies and tactics. This research aims to provide tangible recommendations for youth programmers to better involve their target audience.

Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical taste as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.

The depiction of female action heroes in modern blockbuster films has become more accurate throughout the years; however, the representation of women is still not as progressive as feminist scholars, actors, and viewers would like. This thesis explores two recent blockbuster films, Wonder Woman (2017) and Mad Max: Fury Road (2015), and how each film deals with the representation of women. While one could look to many cultural forms to explore such issues, films, “the most accessible representations of the past, present, and future of our society,” are particularly fertile ground for exploring gendered representations and stereotyping (Haskell, 1974). For much of Hollywood history, action films have used female protagonists as either passive, venerated symbols of perfect femininity, or objects of fascination and sexual pleasure for their male viewers. Or, if the female hero does have a degree of agency that allows her to push the plot forward, she is subject to moral scrutiny and frequently masculinized. In fact, the representation of women often falls into binary categories: the angelic damsel in distress, or the morally reprehensible, often masculinized, female villain. While the history of women’s representation in film more generally and action films more specifically is a long and complicated one that is beyond the scope of this project, recent action productions have exhibited notable shifts, both in terms of female characters’ box-office and narrative strength. However, both Wonder Woman and Mad Max: Fury Road, present viewers with examples of female representation that break through many of the misogynistic tropes that have dominated the genre for far too long. The key distinction between how both films destroy gendered stereotypes lies in the degrees to which the films allow their central female protagonists, and more minor female characters, to dominate the narrative and inhabit the composition of the screen. Wonder Woman tells the story of one powerful woman, whereas Fury Road utilizes a multitude of women in its story to defy gender stereotypes. While both films can be interpreted as empowering for female viewers, Wonder Woman gives its audience an easily digestible example of female agency; this is due to Wonder Woman allowing its famous comic book hero to comment and reject traditional women’s clothing, but also insists Diana be limited to hypersexualized battle armour and implicates that women cannot have love, power, and family. On the other hand, Fury Road presents viewers with a more radicalized gynocentric world in which, after considerable struggle and not without compromise, female characters not only have power, but wrest it away from the men who have abusively held onto control in the past. These two films also paved new ground for women in Hollywood production terms: giving women more power at the box-office and destroying the old-aged notion that female-centric films do not sell and make money at the same rate as male-centered ones do. Both Wonder Woman and Mad Max: Fury Road, in their own ways, depict that there is space for female action heroes to be more progressive and feminist in future blockbuster action films.

Especially during the current COVID-19 pandemic and age of social unrest in the United States, there has been an increasing need for comfort, yet the idea of comfort is quite vague and rarely elaborated upon. To simplify the idea of comfort and communicate the ideas around it effectively, I am defining comfort as a subset of escapism in which a person escapes to reduce or alleviate feelings of grief or distress. As companies rush to comfort their customers in this current state of uncertainty, marketers are pressed to identify people’s insecurities and comfort them without coming off as insensitive or trite. Current comfort marketing focuses on inspiring nostalgia in its customers, having them recall previous positive experiences or feelings to comfort them. Nostalgic marketing techniques may ease mild grief in some cases, but using them to alleviate severe distress probably will not be as effective, and has contributed to several seemingly out-of-touch “COVID-19 era” commercials.<br/>When addressing comfort, marketers should understand the type and hierarchy of comfort that they are catering to. Not all comforts are equal, in that some comforts make us feel better than others and some do not comfort us at all. A better understanding of how and why comforts change among different individuals, and possibly being able to predict the comfort preference based on a product or service, will help marketers market their goods and services more effectively. By diversifying and specializing comfort marketing using this hierarchical method, marketers will be able to more significantly reach their customers during “uncertain times.”

Filmmakers seek to create story pieces that are visually beautiful and engage the full attention of their audience. They typically abide by a 3-step process moving through pre-production, production, and post-production. Within each step, there are a series of tasks that need to be accomplished in order to reach the completed film. A successful film requires careful planning and strategy in pre-production, timely and decisive execution in production, and minimal unforeseen retouching in post-production.<br/><br/>Even though filmmakers have continued to follow the same formula throughout the decades, the filmmaking process has remained largely inefficient. It is extremely common for pre-production planning to be undercut, for production filming to run far too long, and for post-production VFX and editing to send the project over budget. These instances can cause major issues as the project is being finalized. In many scenarios portions of the project need to be reshot, the box office revenue isn’t enough to make up for extensive VFX retouching, or the project may never even come to fruition. <br/><br/>The reason for this recurring theme of films being over budget and out of time is quite simply that technology has made filmmakers lazy. “Fix it in post” is a disgustingly common phrase used in the film industry. It describes the utter abuse of computer retouching in the post-production phase of filmmaking. Despite working in an industry that seeks to entertain the human eye, filmmakers have become blind to all of the small mistakes that could cost them hundreds of hours and millions of dollars in the long run.

Through this creative project, I analyzed how COVID-19 has affected the theatre industry. I created a mini-documentary following ASU’s production of Runaways, which was performed without an audience. The final product was a combination of pre-filmed and self-taped scenes. I documented how students were still able to learn and cultivate their skills during a time where most things are virtual. In addition, I analyzed how the shift to filmed theatre has changed the definition of live theatre, including increased accessibility. I also explored the importance of theatre through analyzing the themes of musical theatre performances such as Rent and Runaways. During a time where people cannot gather, artists are still finding a way to create and tell stories.

Can You Hear Me is a short documentary which seeks to give voice to the experiences of trans and nonbinary students in ASU classrooms. What I present in this project are the direct spoken accounts of the feelings, thoughts and frustrations of transgender and nonbinary students as they navigate university classrooms at Arizona State University. Can You Hear Me serves as a representational platform for trans and nonbinary students to communicate their experiences to other students, staff and faculty in the hopes that it might help make classroom spaces more inclusive.

Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.