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- All Subjects: Creative Project
- All Subjects: Millennials
- Creators: Walter Cronkite School of Journalism and Mass Communication
Description
South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used in the arts and culture industry to drive global awareness and interest in K-Pop. In order to achieve that goal, I created HellotoHallyu.com, a website designed for an audience of Millennials and Generation Z English speakers to increase their awareness of the growth and impact of the Korean Wave in a fun and engaging way. So those who may hear a song by K-Pop idol group BTS on a music awards show in the U.S. can get themselves up-to-speed before diving into the fast-paced world of K-culture gossip sites and forums. Hello to Hallyu delivers consumer-friendly, educational content easily understood by English speakers with no prior knowledge of Korean culture, while still piquing the interest of K-pop connoisseurs. It provides the background necessary for even the most dedicated fans to glean new knowledge of Korea's cultural industry and a new perspective on the content they consume. Hello to Hallyu is based on a combination of secondary and primary research conducted over four semesters beginning Spring 2017 and continuing through Spring 2018. This project is set up as an ever-expanding resource freely available to anyone with internet access. The research required to maintain the site will continue with the Wave. However, the content currently on the site is evergreen, a documentation of the history of the Wave as explained in peer-reviewed articles and by Dr. Ingyu Oh as well as a documentation of my personal experience with Hallyu while in Korea and as a Westerner living in the U.S. The site's goal is to demonstrate the marketing and communications strategies used in the industry to drive global awareness and interest. Through this means, Hello to Hallyu aims to provide fully developed multimedia content intended to increase English speakers' awareness of the growth and impact of the Korean Wave as shown through site visits, content views, and audience engagement.
ContributorsTravis, Lisa Anne (Author) / Hass, Mark (Thesis director) / Shewell, Justin (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Film, Dance and Theatre (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This thesis is a creative project involving video from all four years of my schooling at Arizona State University and the Walter Cronkite School of Journalism and Mass Communication. Entering the Cronkite School for the first time, I did not possess any knowledge about computer video editing software or any on-camera experience. The video pieces are various clips of some of my best work during my time at ASU, including reports on various sports/sporting events for Cronkite News and the Walter Cronkite Sports Network (WCSN). The project combines some of my best on-camera work, video editing skills, and even some new additions such as music under-beds to the pseudo-documentary. Overall, it demonstrates progression from a lack of knowledge about the basics of sports journalism to being cognizant about the multiple facets of the industry. While working on this thesis project, I quickly realized I needed to put all of my skills and knowledge to the test, as I had to incorporate many elements into a long video. For an introduction and closing, I needed to create a script that captured a chronological progression of the journey without detracting from the main focus: the reel. A huge thank you to both my thesis director and my second committee member for their assistance in helping me turn this idea into a reality. I took a chance when committing to Arizona State, but after four years in the desert, I can say with full confidence this was the absolute best choice I could have made.
ContributorsBaron, Michael (Author) / Dieffenbach, Paola (Thesis director) / Rhodes, Gail (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying power. This thesis used case studies and elite interviews to examine Millennials' buying habits and how automotive marketers can reach this audience. The project found that life events, such as moving into the suburbs or having a family, are what motivate Millennials to buy cars. When they do purchase vehicles, Millennials strive to balance the need for practicality with the desire to purchase aspirational brands. Automakers that support Millennials during their consumer research and position their cars as a supplement to the Millennial lifestyle tend to resonate with the generation.
ContributorsSitter, Katherine Faith (Author) / Barrett, Marianne (Thesis director) / Edsall, Larry (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Searching for home: An in depth look at undocumented youth in Arizona from their perspective, a research and creative project, looks at not only the history and data surrounding unauthorized immigration, but a personal account through the stories of undocumented immigrants. The research paper focuses on the policies, court cases and history of protests that surround the topics. The article under Appendix A focuses on the personal stories and accounts of two undocumented immigrants who discuss the importance of fighting to stay in the U.S. and preserving the dream and life they built. Two videos also explore the emotional stories of the undocumented immigrants and those who live on the border. The first video features two undocumented immigrants who discuss their beliefs in protesting and working to stay in the U.S. The second video features two women who have lived in both Mexico and the U.S. legally and discuss how immigration and border policies affect them.
ContributorsMacklin, Alexis Isabella (Author) / Angela, Kocherga (Thesis director) / David, Seibert (Committee member) / School of Human Evolution and Social Change (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
I Am Not A Millennial is an honors thesis project that combines research with a creative application to determine the best practices for companies and advertising agencies. The thesis consists of three main sections: an overview of what a millennial is, bursting the millennial hype bubble, and discussion of whether new targeting techniques, new ideas for content, or new ways of advertising are necessary to engage the Millennial consumer. The thesis will first look at the Millennial Generation to answer the question of "Who are they?" with the emphasis on removing the negative stereotypes from the Millennial generation. This section will be supported by the following section which will discuss the lack of statistical information that truly separates the Millennial generation from its predecessors. Finally, by presenting information on my experiences leading a student-run advertising non profit, case studies, and working within an account management department of an advertising agency, this thesis will present conclusions that advertising agencies and businesses need to develop targeting and content practices that focus in on consumers' interests and tell the story of "why" in order to connect with Millennials.
ContributorsCondo, Ashley Roelle (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
What's in a name? A person not a number is a multimedia eBook that will explore how the media treats coverage of sexual assault victims and challenges the traditional no-naming policy instilled in almost every professional newsroom. Historical context to no-naming policies, opinions from critics of the no-naming policy and legal information will be provided. This book serves to encourage journalists and editors to consider identifying victims after long, thoughtful discussions, to educate media consumers on the topic, to eradicate the societal stigma of rape, and to reflect the views of survivors so that they may feel more willing to share their stories. Identifying sexual assault victims conforms to the journalistic imperative to tell the truth as fully as possible and to inform the public as completely as possible. When the information is part of the public record and there are no legal limitations on its use, identifying sexual assault victims will have a positive impact in educating the public and eradicating the stigma associated with being the victim of sexual assault. This book proposes that through educated, thoughtful and truthful stories about sexual assault can spark careful conversations and help turn around the stigma our society has placed on victims. The full eBook, complete with photos, videos and other audio components, is available at https://alejandraarmstrong.atavist.com/whats-in-a-name-a-person-not-a-number.
ContributorsArmstrong, Alejandra Moya (Author) / Gilger, Kristin (Thesis director) / Petchel, Jacqueline (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The Colorado River is the lifeblood for seven Basin States including Colorado, Utah, Wyoming, New Mexico, Arizona, California and Nevada. This water source aided westward expansion and allowed the arid Southwest to grow. Today, the river is over-allocated resulting in reduced flows. This could lead to water challenges in Arizona and the other Basin states. This river is the single largest entity from which Arizona receives water. Despite this, Arizona is still better situated for water cutbacks than other states like California. Arizona has more than nine million acre-feet of banked underground water and access to other water sources including the Salt and Verde rivers. Government officials are making decisions now that will affect water usage in Arizona for decades and generations to come. Digital media, such as iPad magazines are a good way to reach this technologically savvy generation and engage them concerning important issues. Designing for digital platforms presents unique opportunities. This platform requires solid content and visually appealing design to attract a Millennial audience born between the years 1981 and 1996, according to Pew Research Center. Digital magazines currently present a small segment of the media market, however this segment is growing exponentially. A study by Pew Research Center reports that this slice of the population is interested in consuming the news and emerging technologies such as digital magazines. These are good ways to reach and interest a digitally engaged readership. Reaching this age group is important because the Millennial generation will need to determine the future of the Colorado River and water use in Arizona. To ensure the future of water in the West, this generation needs to "learn about the reality of our water supply, what our real water challenges are and then get engaged and have a voice in what we do about our water planning for the future" (Porter, 2015). DISCLAIMER: The digital magazine was created in InDesign with interactive PDFs, which are best viewed on tablets. Screenshots of the magazine are included to demonstrate the magazine.
ContributorsPrice, Mallory Jeanne (Author) / Matera, Fran (Thesis director) / Hill, Retha (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
In Spring 2015, I decided to study abroad in Granada, Spain. After scouring the Internet, I realized there was a lack of resources and information for study abroad students coming to the city. I decided to use my thesis project as an opportunity to create a multimedia, interactive e-book to help prospective study abroad students. This book walks them through what steps they need to take to prepare themselves and functions as a guide for when they arrive. It is a culmination of my own research, interviews with locals and surveys amongst other study abroad students.
ContributorsLongbons, Chandler Tenell (Author) / Thornton, Leslie (Thesis director) / Roschke, Kristy (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
DescriptionPanic at the Elbow: High School Baseball's Tommy John Surgery Epidemic reflects on the history of Tommy John surgery, examines the scale of the current epidemic, explores its underlying causes and ultimately recommends steps that parents and players can take to avoid such overuse injuries. Link to documentary: https://www.youtube.com/watch?v=31xvOCN_tqk
ContributorsMargiott, Benjamin James (Author) / Kurland, Brett (Thesis director) / Byck, Peter (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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 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