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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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Holy Teammates - How Sport and Religion Utilize Each Other

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In this thesis I will explore the connections that exist between sport and religion by considering how both involve pursuit of perfection, shared lexicon, significant events and rituals, and heroes and legends. Then I will devote time to exploring two

In this thesis I will explore the connections that exist between sport and religion by considering how both involve pursuit of perfection, shared lexicon, significant events and rituals, and heroes and legends. Then I will devote time to exploring two other major themes: (a) how religion utilizes sport and (b) how sport incorporates religion.

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2020-12

Introducing the Oboe D'amore to the Woodwind

Description

This project describes the process of creating an arrangement of Gustav Holst's "Second Suite in F for Military Band," to include the oboe d'amore. The oboe d'amore is a member of the oboe family which is not often used in

This project describes the process of creating an arrangement of Gustav Holst's "Second Suite in F for Military Band," to include the oboe d'amore. The oboe d'amore is a member of the oboe family which is not often used in the modern day. Also included are a score, 5 individual parts, and a digital audio file of the arrangement.

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2020-12

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Attendance Elasticity of Win Percentage in the NBA: An Exploration of the Effects of Team Performance on Home Game Attendance

Description

In the wide world of sports, not all fan bases are created equally—especially in the NBA. Differences in factors like tradition, history, team performance amongst teams make each fan base distinctly unique. This paper will analyze how team performance effects

In the wide world of sports, not all fan bases are created equally—especially in the NBA. Differences in factors like tradition, history, team performance amongst teams make each fan base distinctly unique. This paper will analyze how team performance effects one component of fan behavior: home game attendance. Using win-loss data and home game attendance data for each NBA team from 2001 to 2017, I will construct statistical models to estimate how great of an impact team performance has on each team’s home game attendance. I expect each team’s fan base to respond differently to changes in their team’s win-loss record. This paper will also attempt to quantify other facts that impact attendance at NBA games, including year-to-year changes in team salary expenditures, regional income, and the number of star players playing for the team. Finally, this paper will explore the factors that affect home game attendance for specific games within a given season—things like weather, strength of opponent, and win streaks. Ultimately, the goal of this paper will be to provide NBA business analysts with resources to more precisely anticipate their team’s home game attendance. The ability to understand what motivates the behavior of a fan base is invaluable in creating a marketing strategy that drives fans to the arena. This paper will help to identify teams that are most susceptible to significant fluctuations in attendance and outline alternative strategies to positioning their product offering effectively to fans.

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2018-05

color

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Our perspectives and experiences are constantly shaped by the music around us. Through the writing, recording, and producing of color, an eight track concept album, we seek to explore and reflect upon life's most significant milestones. This paper chronicles the

Our perspectives and experiences are constantly shaped by the music around us. Through the writing, recording, and producing of color, an eight track concept album, we seek to explore and reflect upon life's most significant milestones. This paper chronicles the year-long creation process of color and highlights the important influences, challenges, and approach which made the album all the more transcendental.

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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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Impact of Political Activism on the Personal Brand of Professional Athletes

Description

The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era

The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students at Arizona State University. The research suggests that there is no predictable impact to athlete brand from engaging in politics. Throughout history and in modern times there are examples of athlete's careers getting damaged because of their political involvement as well a instances where the athlete's brand is undamaged by their actions. The primary research results suggest that while the population preferred that sports and politics remain separate, they also believe that athletes have the right to speak out on political issues and engage in protest, and that doing so does not weaken the brand image of the athletes. The information in this research can be used by athletes to determine how their political actions may be received and by companies deciding how sponsoring a politically active athlete may affect their own brand.

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2018-05

Look Up LP

Description

"Look Up" is a full length hip hop concept album that follows a day in the life of protagonist Ozy Mandias, except with a science fiction twist. He has been abducted by an alien who is going through his memories.

"Look Up" is a full length hip hop concept album that follows a day in the life of protagonist Ozy Mandias, except with a science fiction twist. He has been abducted by an alien who is going through his memories. The project includes a full length script and lyric companion as well as a package mood visuals to go along with the album.

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2018-05

Theory Jam: A New Approach to Music Theory

Description

Theory Jam is a series of online, education videos that teach music theory in a fun, engaging way. Our project is a response to the growing need for successful online education content. It incorporates strategies for creating effective educational video

Theory Jam is a series of online, education videos that teach music theory in a fun, engaging way. Our project is a response to the growing need for successful online education content. It incorporates strategies for creating effective educational video content and engages with contemporary debates in the field of music theory surrounding the purpose of a music theory education.

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2018-05