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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

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
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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
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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

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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Bad Girl, Good Girl: Women’s Representation in Korean Pop Music Videos

Description
This thesis examines the representation of female Korean pop stars in music videos, specifically looking into how these music videos serve as a medium for communicating gender ideals. I examine K-Pop's damaging presentations of women and the multilayered ways that such representations shape the “ideal” woman, societal expectations, societal treatment,…

This thesis examines the representation of female Korean pop stars in music videos, specifically looking into how these music videos serve as a medium for communicating gender ideals. I examine K-Pop's damaging presentations of women and the multilayered ways that such representations shape the “ideal” woman, societal expectations, societal treatment, and its consequences. South Korea, as a country of total media saturation and high technological advancement, leaves individuals surrounded with various ways to “learn” gender and properly enact it in their daily life. This builds and reinforces gender constructs on systemic and personal levels. K-Pop is unique in its strict organizational structure and emphasis on conformity, and both of those aspects lend to an even more intense and streamlined depiction of what a South Korean woman is meant to be. The music video is an ideal cultural artifact to examine due to the overlapping audio and visual elements, including lyrics, choreography, makeup, and outfits.
ContributorsCorreia, Madison (Author) / Ingram-Waters, Mary (Thesis director) / Carrasco, Clare (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2022-05