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- All Subjects: Social Media
- All Subjects: Media
- Creators: Walter Cronkite School of Journalism and Mass Communication
Description
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.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
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.
ContributorsLuckey, Alessandra Noel (Author) / Gilpin, Dawn (Thesis director) / Thornton, Leslie-Jean (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Politics and Global Studies (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In the past ten years, social network services have expanded from a digital method in which the public connects with only their friends and families. Social network services have evolved to a highly-accessible, convenient, cost-effective tool to engage with communities beyond one's frequented social circle on a local, national, and global scale. Many politicians have adapted in order to use social network services to connect directly with their constituents. Politicians have begun to use their profiles on social network services as their own privately owned publicity channel, publishing raw "material" like political opinions or legal advocacy, appearances at events and media like photos, videos or links to maintain transparency and accessibility to their constituencies. The content analysis investigates the use of a social network service (Twitter) by five different Arizonan politicians from different municipal, state and federal offices over the period of six months. All posts on Twitter were recorded, evaluated, and categorized by content into one of seventeen different divisions: Constituent Connection, Correction, Culture, Economy, Education, Environment, Healthcare, Humanitarianism, International, Military, Operational, Personal, Political Activity, Reply to Constituent, Security, Social Issues or Sports. The date, category, content, media type and engagement (replies, retweets, and favorites) were also recorded. Understanding how political figures connect and engage with their constituencies contributes to understanding modern campaigning and modern government; politicians are now finding it imperative to have and maintain a social media presence in order to gain relevance, transparency and accessibility with their constituencies. This study examines how politicians are currently utilizing these micro-blogging sites.
ContributorsYeban, Jade Nicole Vos (Author) / Kwon, Kyounghee (Thesis director) / Chadha, Monica (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This study examined the brand personality types and social media practices of six college athletic Twitter accounts. Specifically, this study investigated whether certain brand personalities corresponded with specific social media practices on Twitter. The author conducted a content analysis of each school's tweets to measure brand personality and scraped data in order to collect social media practice information. Results suggest that brand personality and social media practices are distinct. Extraversion was the most common personality type among all schools. In addition, schools that tweeted less frequently than others exhibited more brand personality and used more visual media.
ContributorsDave, Simran Sangita (Author) / Gilpin, Dawn (Thesis director) / Reed, Sada (Committee member) / Pucci, Jessica (Committee member) / School of Life Sciences (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Social media is shaping a new generation of hikers and adventurers, as more and more millennials are finding themselves out on the trails. Are they doing it all for the 'gram? Are they seeking adventure? Or is it a combination of the two? "Social Parks" follows three millennials through national parks like Zion, The Grand Canyon, and Rocky Mountain in search of an answer.
ContributorsCutlip, Joshua Dean (Author) / Craft, John (Thesis director) / Emmert, Charles (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Nutrition and Health Promotion (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
Organ, cornea and tissue donation is a widespread public health need that has high rates of public approval, but lower rates of action. In Arizona, an individual can register as an organ donor at 15 years and six months old, and this ever-growing demographic is a hard-to-influence, yet important part of the pool of registered donors. There are many factors that serve to influence or dissuade adolescents from registering, and it is the duty of organ procurement organizations (OPOs) and others involved in the donation process to appeal to this audience. This undergraduate research project explores the overall idea of what makes someone register as an organ, cornea and tissue donor by looking into several factors of the decision-making process, such as social media usage and engagement, hesitation or support surrounding spiritual beliefs, and how personal opinions and beliefs shape views and action toward organ donation. Based on the data collected, the researcher found relationships between the registration status of adolescents and their social media use, spiritual beliefs and personal relationships and opinions.
ContributorsReddy, Miranda Adelyn (Author) / Wu, Xu (Thesis director) / Bovio, Sonia (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
21st Century Breakdown: The Influence of Social Media on New Bands in the 21st Century is a creative project that explores the development of social media in its relation to music and how, over time, it has impacted the music industry. More specifically, the documentary explains the significance of social media to new bands at this moment in time (2017), which is seen through the development of local Phoenix band The Breaking Pattern. The documentary follows The Breaking Pattern for a year from the release of their debut album to the early stages of their second album. The documentary reveals that social media is essential to new bands, allows smaller bands to stay competitive in the industry and allows artists to present a certain identity, genuine or cultivated, to the public. Keywords: social media, identity, music, internet, documentary
ContributorsBosselman, Haley Erin (Author) / Jacoby, Jim (Thesis director) / Russell, Dennis (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Department of English (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Peoria, a city of about 171,000 residents in the northwest Valley, is recognized as one of Arizona's fastest growing cities. Peoria does not have a news source that engages millennials, despite the fact that adults ages 18 to 34 make up about 20% of Peoria's population. Thus, I created a digital news outlet with a complementary social media presence to target a millennial audience. Peoria Next covers news about Peoria that is either not currently covered by other news outlets or is covered in a different way. The goal of the website is to inform millennials of news and events in Peoria with a focus on topics millennials are interested in. The website receives 40 to 50 unique visitors and around 90 views every month, and Facebook insights show that 32% of the people reached by Peoria Next are in the target age range of 18 to 34. This paper discusses the process involved in creating a news outlet for millennials in Peoria with social media platforms as the main avenue for audience development. The first section discusses the role of local news in a community, using social media to engage the audience and how millennials receive and engage with news. The second section discusses how I developed the website and the overall results.
ContributorsRogers, Anya Bryn (Author) / Leonard, Christina (Thesis director) / Pucci, Jessica (Committee member) / WPC Graduate Programs (Contributor) / Economics Program in CLAS (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
In this paper I examined whether the media, for example news outlets and social media sites, had any effect on how the public viewed police officers. I wanted to see if the police and citizen incidents that were dominating the airwaves actually happened as frequently as it seemed, whether the media and social media outlets had anything to do with the increase of these types of incidents, and if these incidents and reporting styles had any effect, negative or positive, on how citizens watching viewed police officers. I think it is important to see if the media can influence the way citizens think especially in regards to law enforcement officers because their role in society is crucial to keeping everyone safe and peaceful. I also believe it is important to see how these citizens are being influenced. Ultimately, I wanted to see if I could prove that the media and social media have an effect on how citizens view police officers through the way they report on certain issues. In order to do this I conducted research looking into the various news reports that have been going on, I also looked into the different issues going on and looked at research going into both the sides of police officers and media outlets. I also conducted my own research by interviewing four police officers three retired and one active, as well as distributing a survey asking specific questions relating to my thesis to college students ages 18 and over. At the end of all this research I found that media does in fact have an effect on the opinions of citizens because they seem to report on only negative incidents or those dealing with different races. Social media also plays a big part by allowing everyone to see clips of incidents without any information allowing people to form uneducated biased opinions and running with it. Which in turn influences citizens to think a certain way and believe in "facts" that are not true.
ContributorsMoreno, Christiana J. (Author) / Johnston, Coy (Thesis director) / Cerven, James (Committee member) / School of Criminology and Criminal Justice (Contributor) / School of Social Work (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
President Donald Trump announced his candidacy in June 2015, and the America immediately knew that he was an unorthodox candidate. Early on in his campaign, Trump isolated groups of people and treated them as enemies, but none so consistently as the news media. What began as criticism of "fake news," turned into calling the news media "the opposition party." However, media professionals agree that when the Trump administration called the news media the "enemy of the American people" \u2014 a line had been crossed. In the last two years Trump has denied simple fact and credible journalism countless times. His avid use of social media allows his messages to reach millions of people in moments - which had the potential to be a positive thing. However, Twitter is often where Trump turns to dispute the media, science, fact or anything else that "opposes" him. If Americans cannot believe the news media, cannot believe science, and cannot believe established fact, what can they believe? Allowing one man, in this case, Trump, to become the beacon of truth is dangerous and destructive to democracy. The news media must do their best to recapture the trust and faith of the American people by producing good, honest journalism. Seasoned journalism professionals say that his attacks on the media are likely a facade, just another way to appeal to his base, but that those attacks have the potential to wreak havoc in American society. Regardless of Trump's intentions, the toxicity between him and news media could have consequences that reach far beyond his presidency.
ContributorsPenningroth, Kendra Rene (Author) / Crane, Steve (Thesis director) / Downie, Leonard (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Criminology and Criminal Justice (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12