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Description
The purpose of this thesis will be to outline the different tactics involving social and digital media that film studios currently use to market their films. Before that is done, a brief history will be provided about the ways the film industry has promoted itself in the past, as well as a brief history of the development of social media. After the history is provided, the marketing tactics that studios use that involve digital and social media will be listed and explained. In addition to discussing the tactics used by studios, there will also be a discussion of the shifts that have occurred in the marketing of films at a strategic level. After the explanation of all the tactics mentioned, there will be an analysis of the ways two major Hollywood blockbusters, The Hunger Games and Gravity, used some of those tactics to promote themselves. Through all these sections, the reader will be able to comprehend how big of an impact social media has made on the film industry and understand exactly how it is used to promote films.
ContributorsRamirez, Alvaro R (Author) / Gruber, Diane (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
This research explores how to best communicate positive body images to women. This project was intended to improve a blog I created my freshmen year in college called You're Not A Potato where I used original illustrations to tell a narrative about body image issues. The thesis begins with an historical overview of body image issues and finds that women have been dealing with high levels of body dissatisfaction since the Victorian era. The thesis then recaps the role of traditional media as well as contemporary social media and the role they play in imposing rigid beauty ideals on women's bodies. After an analysis of social media culture, it becomes evident women still communicate about their bodies in a negative manner, not only towards themselves, but towards others. To address this issue, I define the Body Positive movement and explore how public figures are using social media to implement Body Positivity. To conclude this project, I utilize my new-found knowledge in body positive communication by impacting my university campus community. I started a "You're Not a Potato" Campaign for Body Pride week with the help of the ASU Wellness Team and designed and facilitated several engaging programs that reflected the values of the Body Positive movement to our students. Through this research, I discovered how our appearance-based culture has stolen self-confidence from young women today, but by the end of this project, I explain how we can attempt to rebuild our culture by effectively communicating self-love and body acceptance in our online and physical communities.
ContributorsMouton, Brianna Anais (Author) / Gruber, Diane (Thesis director) / Taylor, Jameien (Committee member) / Manninen, Bertha (Committee member) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Fifty years after the beginning of the modern feminist movement, there is still much to criticize when looking at female representations in all types of media through a feminist lens. With the enormous popularity of the superhero genre in so many media \u2014 comic books, films, television, comic-cons \u2014 now is the time to ask: how much has the depiction of female superheroes changed? Due to the huge amount of superhero media, there is a wide range of depictions of female characters. Will new audiences be presented with empowering female protagonists or simply new variations on the same basic character types? This thesis will explore that question by, first, presenting an historical overview of superheroes in their various media. It then turns to the history of female superheroes, comparing them to their male counterparts to trace the ways in which they were presented as characters in their own right, or as merely appendages to the male characters. Some female superheroes represented a new type of female protagonist: powerful, independent, and committed to fighting justice. In others, the female superheroes were simply retreads of already existing perceptions and expectations of women. They were less powerful than their male counterparts, dependent and clingy, and fighters of injustice only because it made them better girlfriends, wives, or prospective wives. The thesis also looks at the visual depictions of women, who never seem to have fully broken away from the oldest dichotomy in Western culture: the virgin or whore. Female superheroes have, for the most part, been drawn as either demure, modest, girlish figures, or as highly sexualized, sometimes borderline pornographic, figures. After completing this historical overview, the thesis turns to an examination of what many have hailed as the most progressive contemporary depiction of the female superheroine: the recent television series Jessica Jones. For many fans, the character breaks important ground in the superhero genre. Jessica is a realistic, multi-dimensional character who channels strength by overcoming her PTSD and defeating her former abuser. She is not dependent on male characters, and her interactions with others show that she is a self-sufficient, compassionate person who can both control her own sexuality as well as pick up a minivan. While the character herself is not overtly feminist, her characteristics, interactions with others, and the story itself have feminist overtones. Jessica Jones shows us that it is possible to have a multi-dimensional, lead female protagonist in a superhero show.
ContributorsSwartz, Alex Cole (Author) / Gruber, Diane (Thesis director) / Kolomyjec, Wanda (Committee member) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05