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Marketing to Millennials Within the Airline and Finance Industries Across Cultures

Description

Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty…

Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.

ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)

Created2016-05

Nopal En La Frente"": Latino(s) Perceptions of Disorder and Neighborhood Ethnicity

Description

Wilson and Kelling's (1982) broken windows theory (BWT) says that disorder causes crime at the neighborhood level. More specifically, this theory posits that perceptions of disorder increase fear of crime, which then reduces community involvement, making crime more likely. Recent studies show that race plays a pivotal role in people's…

Wilson and Kelling's (1982) broken windows theory (BWT) says that disorder causes crime at the neighborhood level. More specifically, this theory posits that perceptions of disorder increase fear of crime, which then reduces community involvement, making crime more likely. Recent studies show that race plays a pivotal role in people's perceptions of disorder. In short, people tend to associate race with low socioeconomic status, high arrest rates, and lack of policing. Therefore, race plays a central role in the BWT framework as it is linked to perceptions of disorder and crime. However, ethnicity is less well understood when analyzing the perceptions of disorder. To explore this further, the current study examines Latino responses regarding safety and ethnicity to a photograph depicting a religious mural of importance for the Mexican community (La Virgen de Guadalupe). This paper qualitatively analyzes a sample of 299 survey responses of undergraduate Latino students to better understand how Latinos recognize and identify their own culture/heritage and disorder. Implications for understanding ethnicity and broken windows theory are discussed.

ContributorsEsparza, Karla N (Author) / Wallace, Danielle (Thesis director) / Ready, Justin (Committee member) / Lyons, Christopher (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor) / School of Criminology and Criminal Justice (Contributor)

Created2015-05

Gender Differences in Police Use of Force

Description

Police use of force and race often garners a good deal of attention, however it is also important to understand the influence of gender when dealing with male-dominate populations, like police officers. The current study aims to add to the current body of literature by using data from seven cities…

Police use of force and race often garners a good deal of attention, however it is also important to understand the influence of gender when dealing with male-dominate populations, like police officers. The current study aims to add to the current body of literature by using data from seven cities to examine the relationship between officer gender and police use of force, as well as officer gender and citizen resistance. In relation to use of force, the results show that male officers used significantly less force than female officers. In terms of citizen resistance, the results indicate that officer gender had no effect. Additionally, a number of control variables were significantly related to police use of force and citizen resistance. The implications of these findings are discussed.

ContributorsWeiser, Marah Brooke (Author) / William, Terrill (Thesis director) / Trinkner, Rick (Committee member) / School of Criminology and Criminal Justice (Contributor) / Barrett, The Honors College (Contributor)

Created2018-12

Educator Sexual Abuse Cases: Media Biases Affecting Perceptions

Description

Sexual abuse is a major issue in the United States that has only recently begun to get media attention. This media attention has resulted in a growing awareness of the problem of sexual harassment and assault in society, especially in Hollywood and politics. However, sexual abuse is not limited to…

Sexual abuse is a major issue in the United States that has only recently begun to get media attention. This media attention has resulted in a growing awareness of the problem of sexual harassment and assault in society, especially in Hollywood and politics. However, sexual abuse is not limited to those areas, but occurs in all facets of society, including the workplace, schools, prison, and the military. Sexual abuse is only recently being recognized by society as a systemic problem instead of an isolational one. Depsite, this growing awareness of the issue, educator sexual abuse remains understudied. Educator sexual abuse is a largely ignored problem in society. This paper will look at how the media portrays gender in their reporting of educator sexual abuse cases and how this can affect biases, stereotypes, and myths surrounding the issue. We will look at eight cases—four female perpetrators and four male perpetrators—of K-12 educator sexual abuse in the United States. Using two articles for each case, we will analyze how the media reports on these cases and how gender biases are further perpetuated through these reportings. Specifically, we will analyze how perpetrators are portrayed as victims, instances of victim blaming, the implications of terminology in describing consent and responsibility, and the use of click bait all continue to perpetuate stereotypes and myths surrounding the issue of sexual abuse. The media coverage of educator sexual abuse is problematic and it is important to recognize the gender biases in the news coverage. Additionally, we will argue that the media can be a part of the prevention strategy for stopping sexual assault and harassment. Society has a long way to go in stopping sexual assault and educator sexual abuse; however, awareness is often the first step in this process, and the media needs to be careful about further perpetuating damaging stereotypes and myths.

ContributorsLanphier, Erin (Co-author) / Rosenbach, Elizabeth (Co-author) / McGibbney, Michelle (Thesis director) / Johnson, Eric (Committee member) / Computer Science and Engineering Program (Contributor) / School of Criminology and Criminal Justice (Contributor) / Barrett, The Honors College (Contributor)

Created2018-05

Prosecutorial Discretion & Punishment Motives in Ambiguous Juvenile Sex Offense Cases

Description

This study hypothesizes that a sampling of prosecutors would be more likely to prosecute juveniles who identify as homosexual versus those who identify as heterosexual. To test this hypothesis, surveys were mailed to 1,000 prosecutors around the United States with a between subject design, meaning that each participant was only…

This study hypothesizes that a sampling of prosecutors would be more likely to prosecute juveniles who identify as homosexual versus those who identify as heterosexual. To test this hypothesis, surveys were mailed to 1,000 prosecutors around the United States with a between subject design, meaning that each participant was only exposed to one condition in the vignette they read. There were a total of four vignettes, creating four conditions of different sexual orientations and gender in sexually appropriate relationships. The vignettes contain conditions in which either a male or female junior in high school was videotaped having oral sex with either a male or a female freshman in high school. Prosecutors were asked questions about whether they would prosecute the older student for statutory rape. Results indicated that our manipulations of sexual orientation and gender were not statistically significant on prosecutorial discretion or punishment severity/motives, however, these manipulations did alter the prosecutor's perceptions of the offender.

ContributorsCaraveo Parra, Diana Patricia (Author) / Fradella, Hank (Thesis director) / Salerno, Jessica (Committee member) / School of Politics and Global Studies (Contributor) / School of Criminology and Criminal Justice (Contributor) / Barrett, The Honors College (Contributor)

Created2016-05

Why We Don’t Call Her “Nasty Woman”: Understanding Race and Gender Perceptions of Women Politicians in the United States from 2008 to 2021

Description

The media often portrays and the public often percieves white women and women of color politicians experience feminist obstacles, such as the masculine-feminine double bind and being dehumanized in the same way. Many of these representations of women of color politicians in society do not incorporate the impact of intersectionality…

The media often portrays and the public often percieves white women and women of color politicians experience feminist obstacles, such as the masculine-feminine double bind and being dehumanized in the same way. Many of these representations of women of color politicians in society do not incorporate the impact of intersectionality and confining gender schemas; therefore, women of color politician’s experiences are often lumped together with that of their white women counterparts. This phenomenon ultimately contributes to the persistence of color-blind racism in the United States, which negatively effects the life outcomes of women of color politicians and women of color in general. In effort to help lessen the effects of color-blind racism locally and in government, some tools on how to reflect on one’s own biases are provided and avenues for change are proposed.

ContributorsCook, Caroline Matie (Author) / Sturgess, Jessica (Thesis director) / O'Flaherty, Katherine (Committee member) / Hugh Downs School of Human Communication (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)

Created2021-05

Sports Film and the Female Athlete: An examination of the gendered framing of female protagonists

Description

There exists a gendered difference in how sports films portray female protagonist athletes. This creative project closely examines scenes from four films, Bend It Like Beckham, Million Dollar Baby, Girlfight and Whip It, that collectively represent four gendered themes that are present within the female protagonist sport film subgenre. …

There exists a gendered difference in how sports films portray female protagonist athletes. This creative project closely examines scenes from four films, Bend It Like Beckham, Million Dollar Baby, Girlfight and Whip It, that collectively represent four gendered themes that are present within the female protagonist sport film subgenre. Each film provides representative examples for themes of exceptionalism, the explicit presence of gender or sexuality, paternal or romantic relationships with male characters, and the punishment or containment of the female athlete. These themes are then analyzed for their presence and meaning in the film genre, including how existing heteronormative film structures are present in female protagonist sport films and how such ideas are reflections of wider societal values. This exposes how the continued use of such heteronormative themes perpetuates stereotypes of female athleticism. After understanding how these themes take shape and what they mean for the genre, this paper then highlights examples of an emergent more feminist genre, promotes alternative filmmaking methods and progressive change to the portrayal of female athletes in sport film.

ContributorsMogytych, Sarah (Author) / Symonds, Adam (Thesis director) / Miller, April (Committee member) / Historical, Philosophical & Religious Studies (Contributor) / Historical, Philosophical & Religious Studies, Sch (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)

Created2021-05

Gendered Discrimination in Athletics

Description

This work explores the dynamic of gender and sport through the lens of Title IX, with the intention of highlighting the importance of gender equality within athletics.

ContributorsVigil, Amanda Beth (Author) / Kassing, Jeffrey (Thesis director) / Shearer, Emilee (Committee member) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)

Created2021-05

A Study on Masculinity and how the Views of Christian Young Adults Compare and Contrast to the Views of the Rest of Society

Description

An exploratory research study conducted to determine the comparing and contrasting views and understandings of masculinity between young adults. Specifically those who identify as Christian compared to those who do not identify as Christian. A survey study was distributed through ASU courses and through social media leading to the results…

An exploratory research study conducted to determine the comparing and contrasting views and understandings of masculinity between young adults. Specifically those who identify as Christian compared to those who do not identify as Christian. A survey study was distributed through ASU courses and through social media leading to the results discussing the varying opinions on how masculinity is defined by Religion, Mass Media, and Education. Relationships and comparisons between Christian participants displayed the importance of traditional masculine values, whereas non-Christian participants seemed to have a more open and inclusive understanding of masculinity. Due to this being an exploratory study, much future research is necessary in order to fully expand on the complexities of Christianity, masculinity, and society’s overall understanding of the two.

ContributorsBell, Wesley (Author) / Fey, Richard (Thesis director) / Fessenden, Tracy (Committee member) / Barrett, The Honors College (Contributor) / School of Criminology and Criminal Justice (Contributor) / Sanford School of Social and Family Dynamics (Contributor)

Created2022-05

This Isn’t Funny: An Exploration of the Value of the Workshop for the Development of a Comedic Autoethnographic Performance

Description

For my honors thesis, I decided to do a creative project in the form of an extended comedy act. With this performance, I wanted to make jokes about my identity and experiences in my life while synthesizing the skills I had acquired over my college career. I decided I wanted…

For my honors thesis, I decided to do a creative project in the form of an extended comedy act. With this performance, I wanted to make jokes about my identity and experiences in my life while synthesizing the skills I had acquired over my college career. I decided I wanted to do this project because it felt like the best way to combine my passion (comedy) with my major (communication) in the form of a comedic performance study. And while I thought the performance would be the most informative aspect of my project, the workshop process ended up being far more enlightening. Through the workshop process, I was able to better understand the challenges that come with developing a comedic autoethnographic performance, and to discover the true purpose behind the art I was creating.

ContributorsMale, Kathryn Margaret (Author) / de la Garza, Amira (Thesis director) / Reyes, Guillermo (Committee member) / School of International Letters and Cultures (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)

Created2020-05

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