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- All Subjects: Social Media
- Creators: Eaton, John
- Member of: Theses and Dissertations
- Member of: ASU Electronic Theses and Dissertations
Description
Overt forms of sexism have become less frequent (Swim Hyers, Cohen & Ferguson, 2001; Sue & Capodilupo, 2008). Nonetheless, scholars contend that sexism is still pervasive but often manifests as female microaggressions, which have been defined as often subtle, covert forms of gender discrimination (Capodilupo et al., 2010). Extant sexism scales fail to capture female microaggresions, limiting understanding of the correlates and consequences of women’s experiences of gender discrimination. Thus, the purpose of the current study was to develop the Female Microaggressions Scale (FeMS) based on an existing theoretical taxonomy and content analysis of social media data, which identifies diverse forms of sexism. Two separate studies were conducted for exploratory factor analysis (N = 582) and confirmatory factor analysis (N = 325). Exploratory factor analyses supported an eight-factor, correlated structure and confirmatory factor analyses supported a bifactor model, with eight specific factors and one general FeMS factor. Overall, reliability and validity of the FeMS (general FeMS and subscales) were mostly supported in the two present samples of diverse women. The FeMS’ subscales and body surveillance were significantly positively correlated. Results regarding correlations between the FeMS subscales and anxiety, depression, and life satisfaction were mixed. The FeMS (general FeMS) was significantly positively correlated with anxiety, body surveillance, and another measure of sexism but not depression or life satisfaction. Furthermore, the FeMS (general FeMS) explained variance in anxiety and body surveillance (but not depression, self-esteem, or life satisfaction) above and beyond that explained by an existing sexism measure and explained variance in anxiety and depression (but not self-esteem) above and beyond that explained by neuroticism. Implications for future research are discussed.
ContributorsMiyake, Elisa (Author) / Tran, Giac-Thao Thanh (Thesis advisor) / Bernsten, Bianca (Committee member) / Tracey, Terence (Committee member) / Arizona State University (Publisher)
Created2018
Description
Everyone has a story to tell. Marketing nowadays is less about what is being made and more about how it is being told. Integrate an exciting or interesting story with sports and that is the ultimate storytelling experience. Social media has completely changed the game for professional teams when it comes to how teams are telling their digital stories and engaging with fans. Entire social media teams exist in these organizations, which is something that did not exist not too long ago. The rise in fans experiencing and viewing social media platforms is altering how teams engage, connect, and communicate with fans.
When it comes to my story, I wanted to make sure I told one that was interesting, relevant and worthwhile. I felt lost for quite some time in regards to what direction I wanted to take with my thesis. After meeting with Dan Moriarty and Kevin Brilliant of the Chicago Bulls during an outreach trip with the Sports Business Association, I knew I wanted to gain more insight into how teams are telling their digital stories and connecting with their fans. I wanted to learn more about how teams across the country are playing the game of social media and what strategies they put into place to be impactful and successful. I wanted to learn the value teams found in social media and how social media impacts the organizations as a whole, specifically in revenue generation. Most importantly, I wanted to learn how teams are engaging with fans and how social media has changed the world of sports. This research includes insights from various individuals in the industry as well as survey data from W. P. Carey students. The accumulation of this thesis has resulted in a closer look into social media in the sports industry and how teams are measuring success in the digital space.
When it comes to my story, I wanted to make sure I told one that was interesting, relevant and worthwhile. I felt lost for quite some time in regards to what direction I wanted to take with my thesis. After meeting with Dan Moriarty and Kevin Brilliant of the Chicago Bulls during an outreach trip with the Sports Business Association, I knew I wanted to gain more insight into how teams are telling their digital stories and connecting with their fans. I wanted to learn more about how teams across the country are playing the game of social media and what strategies they put into place to be impactful and successful. I wanted to learn the value teams found in social media and how social media impacts the organizations as a whole, specifically in revenue generation. Most importantly, I wanted to learn how teams are engaging with fans and how social media has changed the world of sports. This research includes insights from various individuals in the industry as well as survey data from W. P. Carey students. The accumulation of this thesis has resulted in a closer look into social media in the sports industry and how teams are measuring success in the digital space.
ContributorsMaguire, Allison Marie (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The United States is in a period of political turmoil and polarization. New technologies have matured over the last ten years, which have transformed an individual’s relationship with society and government. The emergence of these technologies has revolutionized access to both information and misinformation. Skills such as bias recognition and critical thinking are more imperative than in any other time to separate truth from false or misleading information. Meanwhile, education has not evolved with these changes. The average individual is more likely to come to uninformed conclusions and less likely to listen to differing perspectives. Moreover, technology is further complicating and compounding other issues in the political process. All of this is manifesting in division among the American people who elect more polarized politicians who increasingly fail to find avenues for compromise.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
ContributorsStenseth, Kyle (Co-author) / Tumas, Trevor (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Early in the development of American's interest in athletics there has been a conditioning of the mind toward promoting and rewarding male athletes, while ignoring and undercutting female athletes. There is substantial evidence of the existence of monetary and promotional time given to male athletes and very little support given to their female counterparts. The gender pay gap in professional sports is a culmination of gender discrimination within the entire sports realm. It appears to start at the high school level, continue on into the collegiate sector, and is finally magnified in the professional arena. In high school, male sport's programs are given preference to game and practice times, locations, as well as promotions. In college, male athletic programs are advertised and highlighted as being the premier events to go to. This is also seen in college bookstores with the dominating male event merchandise for sale. In the professional arena, the astronomical value of male athletes' salaries, which go into the multi-millions, makes the gender pay gap glaring. These discrepancies between men and women at each level of sport are in part caused by the underlying informal systems or societal norms and values currently present and encouraged in American culture and communities. These informal systems are often countered by formal systems, such as Title IX. Change cannot truly take place until the two systems are aligned. Thankfully, society today seems to be headed in a more equitable direction; therefore, promoting hope and promise for a more equal future between male and female athletes and their programs.
ContributorsBaldwin, Macy Jeanette (Author) / Goegan, Brian (Thesis director) / Eaton, John (Committee member) / School of Accountancy (Contributor) / WPC Graduate Programs (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Social media has evolved so quickly in the past two decades and continues to grow and change at a rapid pace. This way of connecting and communicating with others has become so ingrained in daily life and can have a major influence on people's actions. Social media and social networking look vastly different today than it did in the past, and will continue to change for the future. The sports and travel industries are no exception to the integration of social media. Both entities understand the importance of being prominent in the online domain and connecting to the Millennial generation. It is crucial for young people to learn how to positively use social media in the classroom and in the workplace as their lives become consumed by this digital world. The emphasis on social media in different facets of society can bring both positive and negative connotations along with it, depending on how, when, and why people decide to use it. Social media is not meant to replace all interactions and forms of contact, but rather enhance these relationships. By analyzing the history of social media, current trends and effects, this project seeks to forecast the impact that social media will continue to have in the future. In the fast paced world today, social media and other forms of electronic communication will only continue to increase and be intensified. This project explores how social media has impacted society, most importantly, the travel industry and the sports industry. Social media will continue to expand knowledge, connect people all over the world, and enhance experiences as it inevitably becomes even more integrated into everyday life.
ContributorsHomes, Taylor (Co-author) / Larkin, Anna (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
The concept of branding has been around for centuries, but personal branding is a relatively new concept that has been defined and executed by many public figures. With the rise of technological advancements like social media, professional athletes have ample opportunities to connect with consumers outside of their respective court. Our thesis team conducted research with Dr. John Eaton and Professor Daniel McIntosh to analyze how athletes’ actions and behaviors affect consumers’ opinions about their brand.
We developed multiple surveys that were distributed to Marketing & Business Performance (MKT 300) students at Arizona State University and AWS Mechanical Turk Workers. The goal of obtaining information from both college students and paid survey-takers was to compile a diverse set of opinions regarding how consumers react to athletes’ social media and public behavior. This led us to analyze how consumers interact with athletes on social media platforms based on the sport they play and consequences of their actions. After examining our consumer research, interviewing executives in the legal background, and talking to some of the university’s top-prospective athletes to gain different viewpoints, we created consumer and athlete categories.
We established six main consumer categories and six main athlete social media strategy personas in order to create social media strategy recommendations. With this information, athletes have the opportunity to develop well-thought out social media strategies that are more tailored to their fan base(s). Athletes must be cognizant of how the content on their social media accounts and their public actions will affect consumers’ perceptions about who they are and their personal brand.
We developed multiple surveys that were distributed to Marketing & Business Performance (MKT 300) students at Arizona State University and AWS Mechanical Turk Workers. The goal of obtaining information from both college students and paid survey-takers was to compile a diverse set of opinions regarding how consumers react to athletes’ social media and public behavior. This led us to analyze how consumers interact with athletes on social media platforms based on the sport they play and consequences of their actions. After examining our consumer research, interviewing executives in the legal background, and talking to some of the university’s top-prospective athletes to gain different viewpoints, we created consumer and athlete categories.
We established six main consumer categories and six main athlete social media strategy personas in order to create social media strategy recommendations. With this information, athletes have the opportunity to develop well-thought out social media strategies that are more tailored to their fan base(s). Athletes must be cognizant of how the content on their social media accounts and their public actions will affect consumers’ perceptions about who they are and their personal brand.
ContributorsRishwain, Demetra Nicole (Co-author) / Delgado, Samantha (Co-author) / Sminkey, Marie (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor, Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Social media has grown into one of the most popular tools in the marketing industry. As social media continues to evolve, it allows for even greater transparency, communication, and relationships among users and businesses. There is no doubting that social media is an effective way to foster brand loyalty and a community of brand advocates, however successful social media marketing requires a depth of knowledge, understanding of the market, and an established strategy. Social media has been extremely effective in sports business as it allows organizations to create a community for their fans where they can find real-time news, promotions, content, and information about their favorite teams. As an intern for the New York Mets tasked with covering the Arizona Fall League, my experience provided first-hand insight into the use of social media in the MLB. Through an analysis of the New York Mets social media strategy, this thesis discusses the effectiveness of social media as a marketing strategy, best practices, and current trends to provide a well-rounded analysis of the successful implementation of this tool.
ContributorsSherry, Jacqueline Faye (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor)
Created2016-12
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
Incidents relating to professional/collegiate athletes and their use of social media have been a prominent topic in the news for the last several years. For collegiate athletes, a distasteful, offensive post can have a substantial impact on the rest of their lives, as he/she can have scholarships revoked, legal action taken upon them, and professional offers cut. An athlete's poor actions will affect their brand image and that of the school whose uniform they wear. Outcry over these incidents have caused teams, themselves, to compensate in a variety of ways. The following thesis is a narrative representation of these incidents, resulting outcry, and desperate compensation. The narrative touches upon the impact social media can have on a team, athletic department, and university. It explores the rules/restrictions of social media, marketing concepts such as branding, the right to free speech, and the impact/consequences of bad choices. The narrative is preceded and followed by analysis of real-world examples to provide sound rationale for the actions taken in the narrative.
ContributorsBornhoft, Holly Marie (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
AZMagicPlayers.com is a website dedicated to the promotion of the Wizards of the Coast-trading card game Magic: the Gathering in Arizona. This paper details the business model that helps sustain the website and how that business model is designed specifically to help build the community and ultimately fulfill the mission statement of AZMagicPlayers.com.
ContributorsAbong, Jason (Co-author) / Abong, Jeffrey (Co-author) / Eaton, John (Thesis director) / Olsen, Douglas (Committee member) / Regalado, Marco (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2013-05