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Even in today's society, we are still unsure of the limitless potentials of digital media. The digital media sector has, without a doubt, increased opportunities in marketing, sales and creativity within the fashion industry. Blogging has become increasingly popular with the efforts of commercializing high fashion. Social media has also

Even in today's society, we are still unsure of the limitless potentials of digital media. The digital media sector has, without a doubt, increased opportunities in marketing, sales and creativity within the fashion industry. Blogging has become increasingly popular with the efforts of commercializing high fashion. Social media has also revealed new opportunities for upcoming designers to establish themselves within their target audience. The creative uses of e-commerce also show the effectiveness and infinite possibilities digital media offers. With digital media reinventing the fashion industry, we are seeing a direct correlation between the technological advancement of a brand and their market success. Simply put, digital media is the future of the fashion industry. Technological advancements like digital printing and e-commerce tools like mobile purchasing trackers are proving to be the future of the fashion industry. Predictions for digital media in the fashion industry include a more advanced method of e-commerce, the continual usage of creative digital technologies such as holograms in fashion shows, and also the seamless integration of global markets. To gain a better perspective and knowledge of the roles of digital media in the fashion industry, Calypso Lawrence, the Public Relations Manager of fashion designer, Prabal Gurung was interviewed through email. RaeAnn Lukza, the CEO and founder of online retailer, Knee Deep Denim was also interviewed to better understand the development of e-commerce and the incorporation of social media.
ContributorsNa, Jennifer (Author) / Cheong, Pauline (Thesis director) / Gray, Nancy (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2015-05
Description

This thesis examines the differences in how professional male and female athletes and teams are portrayed in the media. Specifically, I analyze the ways female professional athletes and teams are typically not marketed as elite and are usually portrayed as lesser than their male colleagues. Given the scholarly literature on

This thesis examines the differences in how professional male and female athletes and teams are portrayed in the media. Specifically, I analyze the ways female professional athletes and teams are typically not marketed as elite and are usually portrayed as lesser than their male colleagues. Given the scholarly literature on the disparity between how male and female athletes are portrayed in sports media,, we might expect that news sources will diminish the accomplishments of female athletes through less coverage. Similarly, we might also expect that the themes covered in articles about female athletes and teams differ greatly from the themes that are covered with male athletes and teams. Through a quantitative analysis of media exposure and a qualitative analysis of radio articles from Arizona Sports 98.7FM from September of 2014, 2018, and 2020, we see that, while most news sources do write about female athletes and teams on a semi-regular basis, the themes explored do not always focus on the athletes but ten to emphasize their lives outside of the game. We are left with an understanding that female athletes and women’s professional sports teams are portrayed in a different light than male athletes and men’s professional sports teams. While female athletes are increasingly recognized in the media, men are still thought of as premier athletes while women are simply good among other women

ContributorsWilliams, Rachel Lynne (Author) / Ingram-Waters, Mary (Thesis director) / Schneiderman, Erin (Committee member) / Department of Marketing (Contributor, Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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A look at COVID-19 as a disease and how it affected the United States and Arizona in 2020. An analysis of decisions by surrounding states and health and government officials is used to comprise a return to play plan for Arizona high school athletics.

ContributorsHite, Mackenzie Elizabeth (Author) / McIntosh, Daniel (Thesis director) / Lee, Christopher (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

A look at COVID-19 as a disease and how it affected the United States and Arizona in 2020. An analysis of decisions by surrounding states and health and government officials is used to comprise a return to play plan for Arizona high school athletics.

ContributorsHite, Mackenzie Elizabeth (Author) / McIntosh, Daniel (Thesis director) / Lee, Christopher (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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The FIFA Men’s World Cup is returning to the United States for the first time since 1994 and will be the very first edition to host 48 teams, 80 total games, and have three host countries. The bid process for this edition of the World Cup is extremely complicated, and

The FIFA Men’s World Cup is returning to the United States for the first time since 1994 and will be the very first edition to host 48 teams, 80 total games, and have three host countries. The bid process for this edition of the World Cup is extremely complicated, and the final host cities for the United States are not yet known. What follows is a recommendation to FIFA on who the ten host cities from the United States should be in 2026. Based on the FIFA Bid Book that the bid from the United States, Canada, and Mexico sent to FIFA, along with additional research and surveys sent to fans, the final ten host cities from the United States should be Atlanta, Los Angeles, Dallas, New York/New Jersey, Miami, Houston, San Francisco, Seattle, Denver, and Baltimore/Washington DC. Further, it is shocking that the City of Phoenix did not submit a bid to host games in the 2026 FIFA World Cup. Following the recommendation of the final ten host cities, a potential bid for Phoenix to host the games is created that likely would have won the city the rights to host matches because of Phoenix’s high potential revenue, new stadium, and city location. Ultimately, if Phoenix would have sent this bid to FIFA, they would have an extremely strong case for hosting games in the 2026 FIFA World Cup.

ContributorsGaspari, Kyle (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of Community Resources and Development (Contributor)
Created2022-05
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This case study is an analysis about the crisis communication tactics that were taken by Futbol Club Barcelona on September 20th and October 1st in regards to the events related to the Catalan Independence Referendum. This paper will analyze the Attribution Theory and what factors to consider when choosing a

This case study is an analysis about the crisis communication tactics that were taken by Futbol Club Barcelona on September 20th and October 1st in regards to the events related to the Catalan Independence Referendum. This paper will analyze the Attribution Theory and what factors to consider when choosing a crisis response strategy. The case study will also analyze the events that took place leading up to and the day the vote took place in Barcelona. It is important to note that this analysis will be done from a general soccer fan’s point of view.
I will begin with a literature review that covers the different crisis communication theories and approaches that fall under the Attribution Theory. I will then discuss the background behind the crisis I am analyzing. This section will include history about the Catalan Independence Movement, the relationship between Futbol Club Barcelona and Catalan Nationalism, and FC Barcelona relationship and involvement with the Independence Referendum. Lastly, I will analyze FC Barcelona’s crisis communication methods and how it was received by the public surrounding the events that took place on and before October 1st 2017.
ContributorsMeraz, Alana Celeste (Author) / Kassing, Jeffrey (Thesis director) / Bagnato, Andrew (Committee member) / School of Community Resources and Development (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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This thesis explores data-driven engagement strategies for the ASU Baseball team to implement in order to increase student attendance at their home games, held at Phoenix Municipal Stadium, given that all general students have a financial buy-in to their collegiate athletic programs. Developing a loyal fan base is essential to

This thesis explores data-driven engagement strategies for the ASU Baseball team to implement in order to increase student attendance at their home games, held at Phoenix Municipal Stadium, given that all general students have a financial buy-in to their collegiate athletic programs. Developing a loyal fan base is essential to a team’s overall success, leading to an increased sense of pride and passion for on-field heroism. Our research team's focus was on analyzing the brand positioning of the Sun Devil Baseball program to determine what opportunities exist within the program. Our methods included collecting secondary data and conducting primary research via a Qualtrics survey administered to undergraduate students on ASU’s campus. The survey results were then used to propose data-driven engagement strategies covering various aspects of campus life in order to provide a well-designed value proposition. Additionally, we used findings from our secondary data to evolve our recommendations past student attendance and into overall presence as well. Through conducting research of different histories, examining the current situation, then identifying an opportunity to grow along with a plan of action, this creative project will cover multiple key areas of a student brand report.
ContributorsPersonale, Caitlin (Author) / Berge, Nicole (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Department of Marketing (Contributor)
Created2022-05