Matching Items (9)
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- All Subjects: Culture
- Creators: Walter Cronkite School of Journalism and Mass Communication
Description
The purpose of this essay is to explain how celebrities manage their brand, as an image and commodity, using social media. Merriam-Webster defines "celebrity" as the "state of being celebrated." This essay will continue to explain how this state of celebration is a manufactured idea by the individual and the media's portrayal. Celebrities are "well-known for their well-knowness" (Boorstin, 1961, p. 58). Boorstin (1961) explains celebrities achieve fame not for their achievements, but by creating a unique personality (as cited in Turner, 2004). Crowd culture, networks, and audience knowledge are tools celebrities must use to navigate digital nuances. They must manage performance of self, adhere to internet social norms, and the obsessive fame culture. Celebrities are often referred to have "star power" and have a certain "charisma." This cultural identity is "negotiated and formed" contrived by a team through promotion, publicity, and advertising (Turner, 2004). Celebrities market themselves through branded content, media used to promote a product, on their social media pages while targeting crowd cultures. Networks truly define how celebrities must brand themselves on social media. This person-to-person contact establishes fan and consumer connections that build the celebrity's base and following. Despite campaigning in a digital world, it goes back to people connecting with people, not accounts linking to accounts. Celebrities manufacture all of these strategies and tactics as they market themselves as a commodity to target crowd culture audiences. This is why targeting crowd cultures is vitally important for celebrities. This essay explores the techniques of select celebrities as they succeed and fail navigating digital nuances.
ContributorsPierce, Ellen (Author) / Jacoby, Jim (Thesis director) / Himberg, Julia (Committee member) / Department of English (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
Nonprofits often struggle in fully implementing a successful social media strategy. These organizations neglect to create and maintain relationships with stakeholders, engage their audience, and build brand awareness in an online setting. As social media has essentially become one of the largest sources of information dissemination and one of the most populated platforms in the online world, a nonprofit's online presence has become increasingly important. Through a 22-day content analysis and 43-question survey that was distributed to the general public on Twitter and Facebook, this paper looks comprehensively into the elements and tactics used by Make-A-Wish, Halo and ALS Association. Based off of the research findings from this study, important aspects of these nonprofits' online strategy will be identified and analyzed.
ContributorsJoseph, Teresa Marie (Author) / Wu, Xu (Thesis director) / Thornton, Leslie (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
DescriptionThe city of Siena is picturesque as an almost perfectly preserved medieval fortress in the heart of Tuscany. But the true beauty stems from its unique, family-oriented culture.
ContributorsPrice, Tea Francesca (Author) / Silcock, Bill (Thesis director) / Dell'Anna, Antonella (Committee member) / Dodge, Nancie (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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
The purpose of this paper is to explore different aspects of participating in a study abroad program with a focus on the 2013 Critical Language Scholarship Program in Himeji, Japan. I had always wanted to study in Japan and was finally able to when I was selected for the CLS Program. The eight weeks I spent studying in Japan had a significant impact on my life, and I wondered if studying abroad has as much of an influence on other students too. The key questions in this research are: 1. What do students gain from studying abroad in Japan? What are the biggest benefits? 2. For what reasons do students decide to study in Japan? 3. What qualities make for a successful and beneficial language-learning program? The research was conducted through a fixed group who participated in in-depth qualitative interviews. The purposeful sample consisted of nine participants in the CLS Program (Japan 2013 institute) and several ASU faculty members. This paper also examines previous research that has been conducted relating to study abroad.
ContributorsPrang, Meiti (Author) / Silcock, Bill (Thesis director) / Wong, Elizabeth (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of International Letters and Cultures (Contributor)
Created2015-05
DescriptionAn analysis and informal ethnography of the participatory culture in Phoenix, Arizona that identifies itself as "geeky" or "nerdy." Conducted through numerous interviews and academic research, the project looks at this active community under the scope of personal choice and togetherness.
ContributorsHuskinson, Harmony (Author) / Facinelli, Diane (Thesis director) / Scott, Suzanne (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
Description
Abstract
My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement.
Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; Woodside, 2008).
Visual Storytelling is “using photography, illustration, video, (usually with a musical enhancement) to guide” the human brain along a plotline, and has an unlimited timeframe (Ron, 2017). There are seven key elements to effective visual storytelling: A listener/audience, an element of realism coupled with escapism, a focus on the dread of life, an element of the unknown, emotion, simplicity, and a three-part plot structure (Andrews, 2010; ProQuest, 2012; Zak, 2014; Stanton, 2014; Reagan, 2016; Jarvis, 2014; Petrick, 2014)
In the words of Sholmi Ron, from a marketing perspective, “Visual [short hand] Storytelling is a marketing strategy that communicates powerful ideas through a compelling story arc, with your customer at the heart of the story, and delivered through interactive and immersive visual media – in order to create profitable customer engagements" (Ron, 2017). This advertising strategy has four best practices: non-obvious logo placement, a comedic emotion, multiple emotional arcs, and a relevant message (Golan, 2017; Teixeira, 2015; Graves, 2017, Teixeira, 2017). These are important to understand because, in 2017, online consumers can be described as skeptical, conscious of content, individualistic, and drawn to authenticity (Teixeira, 2014).
To supplement my findings, I conducted primary research by analyzing the 2017 Super Bowl videos against a criteria created using the best practices previously identified (in Part 1 and Part 2). Through the data collection of the 66 videos, I uncovered the most popular plotline is "fall than rise," the most popular emotions are humor, inspiration, and empathy and people tend to have a preference towards videos that are more realistic and simplistic in nature.
In the end, I recommend that advertisers identify an authentic yet relevant message, while employing a comedic, inspirational, or empathic tone, and that they place their ads exclusively for their target market. Additionally, producers should use a fall then rise plotline (with multiple mini plot peaks and valleys), a "logo-pulsing" strategy, and a minimal amount of characters and settings to keep the audience's focus on the ad’s message.
My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement.
Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; Woodside, 2008).
Visual Storytelling is “using photography, illustration, video, (usually with a musical enhancement) to guide” the human brain along a plotline, and has an unlimited timeframe (Ron, 2017). There are seven key elements to effective visual storytelling: A listener/audience, an element of realism coupled with escapism, a focus on the dread of life, an element of the unknown, emotion, simplicity, and a three-part plot structure (Andrews, 2010; ProQuest, 2012; Zak, 2014; Stanton, 2014; Reagan, 2016; Jarvis, 2014; Petrick, 2014)
In the words of Sholmi Ron, from a marketing perspective, “Visual [short hand] Storytelling is a marketing strategy that communicates powerful ideas through a compelling story arc, with your customer at the heart of the story, and delivered through interactive and immersive visual media – in order to create profitable customer engagements" (Ron, 2017). This advertising strategy has four best practices: non-obvious logo placement, a comedic emotion, multiple emotional arcs, and a relevant message (Golan, 2017; Teixeira, 2015; Graves, 2017, Teixeira, 2017). These are important to understand because, in 2017, online consumers can be described as skeptical, conscious of content, individualistic, and drawn to authenticity (Teixeira, 2014).
To supplement my findings, I conducted primary research by analyzing the 2017 Super Bowl videos against a criteria created using the best practices previously identified (in Part 1 and Part 2). Through the data collection of the 66 videos, I uncovered the most popular plotline is "fall than rise," the most popular emotions are humor, inspiration, and empathy and people tend to have a preference towards videos that are more realistic and simplistic in nature.
In the end, I recommend that advertisers identify an authentic yet relevant message, while employing a comedic, inspirational, or empathic tone, and that they place their ads exclusively for their target market. Additionally, producers should use a fall then rise plotline (with multiple mini plot peaks and valleys), a "logo-pulsing" strategy, and a minimal amount of characters and settings to keep the audience's focus on the ad’s message.
ContributorsBosmeny, Mackenzie Lauren (Author) / Ostrom, Amy (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Aboriginal Voices Testimonials Reflecting Indigenous Experience in Australia "Aboriginal Voices: Testimonials Reflecting Indigenous Experience in Australia," is a collection of four audio portraits of Aboriginal artists interviewed between January and May of 2016. It enabled me to cover an underserved population, consistent with journalistic and human rights standards. The testimonials are paired with visuals, such as portraits and graphics. The artists who participated each discussed different aspects of life, although key and overlapping themes surfaced with each. Nicole Phillips, a highly educated animator and teacher, discussed systemic poverty and the generational trauma of mistreatment. She emphasizes, however, that Aboriginal Australians are still fighting back. Gordon Syron talks about his family's land and how it was taken from them. Syron killed the man responsible and spent time in prison, where he began his art career. He focuses on justice issues and fair representation. Peta-Joy Williams is fair-skinned and brings up issues of inclusion and identity. Additionally, Williams is fluent in Pitjara, one of 120 remaining Aboriginal languages. She teaches this to youth and Elders, passing on and restoring culture. Finally, Jeffrey Samuels reveals his experience in a boys home and getting fostered by a white family. He was denied his culture and worked very hard at a young age. Samuels is part of the Stolen Generation, a large population of Aboriginal Australians taken from their families as part of government policies. The paper discusses outreach techniques, summarizes the interview experience with each artists, technical requirements and reflections on the subjects that came up most prominently. The website, serving as the visual element of the project, can be found at aboriginalvoices.wordpress.com
ContributorsSandler, Gabriel Ross (Author) / Chadha, Monica (Thesis director) / O'Flaherty, Katherine (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Social Transformation (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Ugh, Hungry is a multimedia business that hopes to counter typical college eating habits by being a resource for creating fast, affordable and healthful eating. The founder drew on her experience as a student in both the Walter Cronkite School of Journalism and Mass Communication and the Arizona State University School of Nutrition for a foundation for this project. The business was created within two semesters allotted for thesis study as directed by Barrett, the Honors College. Research of competitors, audience, and business creation was conducted in order to begin an entrepreneurial start-up. The corresponding website, ughhungry.com, is a collection of recipes directed toward healthy eating for a financially limited, or college lifestyle. Each recipe article contains an opening article, either a video or photographs, and a recipe. Business, journalism, and nutrition are combined to create a fully engaging experience that can expand and has potential to profit in the future. The thesis project that follows examines the steps, research, and process of creating a journalism-based online business. Strengths, weaknesses, opportunities and threats of the Ugh, Hungry model are analyzed. Nutrition research was used to examine the problem of college weight gain. Data analytics were deployed to research the site's potential audience. The paper closely analyzes key competitors, including BuzzFeed, The Dorm Room Diet, Spoon University, and Tastemade. Finally, a business proposal for future investors in Ugh, Hungry outlines the potential future of the business.
ContributorsAbramoff, Melanie Sarah (Author) / Hill, Retha (Thesis director) / Pucci, Jessica (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Nutrition and Health Promotion (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12