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K-pop as a Soft Power

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This essay examines national leaders’ shaping of K-pop into a foreign export, specifically looking into how K-pop is used as a soft power for South Korea. I also examine how effective K-pop is as a soft power. Because of its

This essay examines national leaders’ shaping of K-pop into a foreign export, specifically looking into how K-pop is used as a soft power for South Korea. I also examine how effective K-pop is as a soft power. Because of its growing global popularity and use of K-pop artists for international relations, such as Red Velvet performing for Kim Jong Un, we might expect K-pop to act as the gateway into South Korean culture, often being the first exposure that other countries have into this country’s way of life. Through a qualitative analysis of resources ranging from news articles, videos, and social media posts, we see that K-pop idols, a term for K-pop celebrities, are heavily groomed and shaped by their labels to promote the South Korean national brand. Combined with a well-made business model to appeal to different countries, they also create sentiment for South Korean culture throughout the world with the support of the government and a strong fanbase. This plan is extremely effective in generating revenue for a multitude of South Korean brands beyond K-pop and even fosters South Korean affection in North Korea.

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2020-05

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The Impact of Social Media: Revolutionary Changes in Sports Marketing

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The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all,

The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all, it bands together entire communities with their passion for the game. American sports leagues such as the National Football League, National Hockey League, Major League Baseball, National Basketball Association, and many more, have all revolutionized the way that businesses view marketing though a user friendly, interactive, marketing tool with a universal reach.

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2020-05

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A Science Communicator's Guide to Social Media Engagement

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The scientific research conducted by science, technology, engineering, and mathematics (STEM) institutions is groundbreaking. Everyday, scientists create a deeper understanding of the world around us, and then communicate that understanding through journal papers, articles, and conferences. To strengthen these traditional

The scientific research conducted by science, technology, engineering, and mathematics (STEM) institutions is groundbreaking. Everyday, scientists create a deeper understanding of the world around us, and then communicate that understanding through journal papers, articles, and conferences. To strengthen these traditional forms of communication, science communicators can use social media platforms such as Twitter and Facebook to promote themselves and earn digital audience engagement that will grow the impact and success of their research. This thesis synthesizes research on human communication theories, digital user behavior, and science communication practices in order to create the “Science Communicator’s Guide to Social Media Engagement”. This guide empowers science communicators to utilize social media in a way that can increase their digital audience engagement, expand the reach of their research, and ultimately amplify their professional presence in the scientific community.

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2020-12

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Developing a New Social Media Measure

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Few studies have examined the correlations between individual characteristics and other popular forms of social media other than Facebook. This study explored the ways emerging adults use Instagram and Snapchat and examined the relationships between social media and individual characteristics.

Few studies have examined the correlations between individual characteristics and other popular forms of social media other than Facebook. This study explored the ways emerging adults use Instagram and Snapchat and examined the relationships between social media and individual characteristics. A sample of 393 participants were recruited from a large university in the Southwestern United States. The participants completed an online questionnaire that included a newly developed social media measure along with established measures that examined the individual characteristics of social comparison orientation, self-esteem, loneliness, contingent self-worth, narcissism, and life satisfaction. In the present study, more participants reported having an active Instagram account than an active Facebook or Snapchat account. Additionally, a higher number of participants also reported preferring Instagram and Snapchat compared to Facebook. Significant correlations were found between various individual characteristics and three aspects of social media use: overall time spent on social media, whether the individual felt that their time spent on social media was meaningful, and how the individual felt emotionally after comparing themselves to others' photos and posts. Potential explanations and implications of the results are discussed.

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2018-05

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The Role of Influencer Marketing

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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

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.

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2018-05

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An Analysis of Consumer Demand for Digital Songs

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In this paper I seek to understand how consumers value music today by investigating what consumers are willing to pay for digitally downloaded songs (such as the ones available on the iTunes or Amazon music stores) and the variety of

In this paper I seek to understand how consumers value music today by investigating what consumers are willing to pay for digitally downloaded songs (such as the ones available on the iTunes or Amazon music stores) and the variety of factors that influence their willingness to pay. I conducted a survey and received over 500 responses regarding willingness to pay for single-song downloads, consumer sentiment on whether music should be free, streaming service use, and other information pertaining to music consumption behavior. Through this research I found that paid-streamers are willing to pay more for songs than those who do not pay to stream, all else being equal. Further, Free-streamers are not willing to pay significantly more or less than non-streamers. This finding is additional information to other research that suggests streaming acts as a substitute for sales. I also found that most consumers are in the middle when it comes to the debate for whether music should always be free or always be purchased. Where someone aligns on the spectrum is a statistically significant contributing factor to what that person is willing to pay for a song. My findings also suggest that consumer preferences distinguish between benefit derived from music ownership and benefit derived from the ability to listen to music. This information sheds more light on the reason behind the declining digital download market.

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2018-05

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The Narratives of the Women's March

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This study looked at the Women's March's use of social media to communicate their organization's mission. Data was collected from their official Twitter, Instagram and Facebook accounts. Facebook posts were collected manually, Twitter data was collected with a Google Sheets

This study looked at the Women's March's use of social media to communicate their organization's mission. Data was collected from their official Twitter, Instagram and Facebook accounts. Facebook posts were collected manually, Twitter data was collected with a Google Sheets add-on and Instagram was collected by Picodash. All the posts were shifted through multiple times to identify the key narratives of the Women's March. These narratives were then compared to the stated "Unity Principles" of the organization to see if they aligned with what the Women's March attempted to fight for. The five narratives were "everyone should have access to affordable health care," "women should have access to positions of power and be respected," "immigrants should be welcomed within the United States," "society will be stronger if it addresses issues intersectionally," and "everyone should be safe in the world and treated as equals." Analysis showed that each of these narratives reflected the "Unity Principles" in some form. While certain narratives were related to more principles than others, it does not diminish the importance of each message.

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2018-05

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Communication Strategies for Effective Social Media Use in Local Governments

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An information influx and numerous modes of content delivery has resulted in local governments competing for the public's attention. A recent poll from the Public Technology Institute discovered that although 85% of Local Governments use social media to disseminate information

An information influx and numerous modes of content delivery has resulted in local governments competing for the public's attention. A recent poll from the Public Technology Institute discovered that although 85% of Local Governments use social media to disseminate information to their constituents, only 37% have an enterprise-wide social media strategy (PTI, 2017). Without a clear approach towards social media, Local Governments are failing to maximize their voices and often ineffective when reaching out to their constituents. Research has suggested, charisma is a successful tool for capturing an audience's attention and conveying a memorable message. Charisma can also be taught and executed not only through spoken rhetoric but in online social media platforms. Within this study, 18 local government employees participated in an educational workshop on the use of nine non-verbal "Charismatic Leadership Tactics". Participants completed a pre-workshop assignment which was later compared to a post-workshop assignment. Results showed, participants on average, increased their use of Charismatic Leadership Tactics by a mean of 61%. Researchers collected social media analytics one month prior and one month following the workshop from the City's social media accounts in which participants managed. Collectively, of the thirteen social media accounts, the overall total engagement was greater the month after the educational workshop compared to the month before the workshop. These results suggest charisma can be taught, charisma can be conveyed through micro-blogosphere platforms such as Twitter, and the use of Charismatic Leadership Tactics could be responsible for increasing follower engagement with social media content.

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2018-05

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The Walls are Alive with the Sound of Music: Music Therapy Techniques for Incarcerated Persons

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A music therapy informed music group program was created and implemented at the Maricopa Reentry Center in Phoenix. This program \u2014 entitled Building Hope Through Music \u2014 utilized music therapy techniques including lyric analysis, songwriting, singing, musical games, and guided

A music therapy informed music group program was created and implemented at the Maricopa Reentry Center in Phoenix. This program \u2014 entitled Building Hope Through Music \u2014 utilized music therapy techniques including lyric analysis, songwriting, singing, musical games, and guided visualization in order to improve self-awareness, provide a medium for self-expression, increase teamwork and collaboration, promote relaxation, facilitate emotional processing and awareness, and improve tolerance of non-preferred activities in participants. This group was conducted for seven months and had participation from over 400 male ex-offenders.

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2018-05

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The Influence of Mizrahi Jews on Israeli Music and Food

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The Mizrahi Jews have greatly influenced current Israeli culture through their music and food. The Mizrahi immigrated from Middle Eastern countries and brought with them their music and food. Their music has changed slowly over time. Musiqa Mizrahit started as

The Mizrahi Jews have greatly influenced current Israeli culture through their music and food. The Mizrahi immigrated from Middle Eastern countries and brought with them their music and food. Their music has changed slowly over time. Musiqa Mizrahit started as music the Mizrahi brought with them when the immigrated to Israel. As they adjusted to Israeli society, they began switching the Arabic words to Hebrew. Musiqa Mizrahit really took off with the creation of cassette recordings that allowed anyone to cheaply record music and share it. As Musiqa Mizrahit became more accessible, it slowly gained popularity across Israel. As popularity for the genre, it slowly became accepted in Israeli society. Up until then, Musiqa Mizrahit had been discriminated against and was not considered part of Israeli culture. Nowadays, Musiqa Mizrahit is very popular and widely accepted in Israel. The food was accepted by the Ashkenazi in the first two decades of the countries existence by the widespread Israeli pushback in Mandatory Palestine and into the existence of the brand new country. now many of the Mizrahi foods are considered part of the Israeli national cuisine.

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2019-05