Matching Items (5)
Filtering by
- Creators: Switzer, Heather
- Creators: W. P. Carey School of Business
- Resource Type: Text
Description
This dissertation examines the discursive construction of the trope of the ideal girl in popular American girls' series in the twentieth century. Girls' cultural artifacts, including girls' literature series, provide sites for understanding girls' experiences and exploring girlhood itself as a socially constructed identity, yet are often overlooked due to their presumed insignificance. Simple dismissal of these texts ignores the weight of their popularity and the processes through which they reach such status. This project challenges the derisive attitude towards girls' culture and begins with the assumption that these cultural texts do ideological work and therefore require consideration. The dissertation traces the development of the ideal and non-ideal girl over time, taking into account the cultural, political, and economic factors that facilitate the production of the discourses of girlhood. I include analysis of texts from six popular American girls' series as primary texts; visual elements or media productions related to the series; and supporting historical documents such as newspapers, "expert" texts, popular parents' and girls' magazines, film; and advertising. Methodological approach incorporates elements of literary criticism and discourse analysis, combining literary, historical, and cultural approaches to primary texts and supporting documents to trace the moments of production, resistance, and response in the figure of the ideal girl. Throughout the project, I pay particular attention to the intersections of race, class, gender, sexuality, and nationality in the figure of the ideal girl and her non-ideal counterparts. I argue that girls' series, slipping under the radar as a denigrated cultural medium, capture and perpetuate cultural anxieties around heterosexuality, whiteness and American identity, appropriate gender roles, and class mobility. These texts discipline the non-ideal girl toward the ideal, always with the expectation of failure.
ContributorsHarper, Kate (Author) / Scheiner Gillis, Georganne (Thesis advisor) / Anderson, Lisa (Committee member) / Switzer, Heather (Committee member) / Arizona State University (Publisher)
Created2013
Description
Abstract
My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement.
Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; Woodside, 2008).
Visual Storytelling is “using photography, illustration, video, (usually with a musical enhancement) to guide” the human brain along a plotline, and has an unlimited timeframe (Ron, 2017). There are seven key elements to effective visual storytelling: A listener/audience, an element of realism coupled with escapism, a focus on the dread of life, an element of the unknown, emotion, simplicity, and a three-part plot structure (Andrews, 2010; ProQuest, 2012; Zak, 2014; Stanton, 2014; Reagan, 2016; Jarvis, 2014; Petrick, 2014)
In the words of Sholmi Ron, from a marketing perspective, “Visual [short hand] Storytelling is a marketing strategy that communicates powerful ideas through a compelling story arc, with your customer at the heart of the story, and delivered through interactive and immersive visual media – in order to create profitable customer engagements" (Ron, 2017). This advertising strategy has four best practices: non-obvious logo placement, a comedic emotion, multiple emotional arcs, and a relevant message (Golan, 2017; Teixeira, 2015; Graves, 2017, Teixeira, 2017). These are important to understand because, in 2017, online consumers can be described as skeptical, conscious of content, individualistic, and drawn to authenticity (Teixeira, 2014).
To supplement my findings, I conducted primary research by analyzing the 2017 Super Bowl videos against a criteria created using the best practices previously identified (in Part 1 and Part 2). Through the data collection of the 66 videos, I uncovered the most popular plotline is "fall than rise," the most popular emotions are humor, inspiration, and empathy and people tend to have a preference towards videos that are more realistic and simplistic in nature.
In the end, I recommend that advertisers identify an authentic yet relevant message, while employing a comedic, inspirational, or empathic tone, and that they place their ads exclusively for their target market. Additionally, producers should use a fall then rise plotline (with multiple mini plot peaks and valleys), a "logo-pulsing" strategy, and a minimal amount of characters and settings to keep the audience's focus on the ad’s message.
My thesis aims to uncover the ultimate strategy behind short form visual stories, otherwise known as the digital advertisment. In this thesis, I analyze traditional storytelling, visual storytelling, and short-form visual storytelling in order to uncover the best practices advertisers should use when crafting a digital advertisement.
Storytelling “reveals elements and images of a story while also catalyzing the imagination of the listener” (National Storytelling Network, 2017). This tradition has two purposes for society: a neurological structure, and a social mechanism (for historic preservation, human interaction, and a vehicle for connecting with others) (Gottshcall, 2012; Scott, 2012; Paul, 2012; Woodside, 2008).
Visual Storytelling is “using photography, illustration, video, (usually with a musical enhancement) to guide” the human brain along a plotline, and has an unlimited timeframe (Ron, 2017). There are seven key elements to effective visual storytelling: A listener/audience, an element of realism coupled with escapism, a focus on the dread of life, an element of the unknown, emotion, simplicity, and a three-part plot structure (Andrews, 2010; ProQuest, 2012; Zak, 2014; Stanton, 2014; Reagan, 2016; Jarvis, 2014; Petrick, 2014)
In the words of Sholmi Ron, from a marketing perspective, “Visual [short hand] Storytelling is a marketing strategy that communicates powerful ideas through a compelling story arc, with your customer at the heart of the story, and delivered through interactive and immersive visual media – in order to create profitable customer engagements" (Ron, 2017). This advertising strategy has four best practices: non-obvious logo placement, a comedic emotion, multiple emotional arcs, and a relevant message (Golan, 2017; Teixeira, 2015; Graves, 2017, Teixeira, 2017). These are important to understand because, in 2017, online consumers can be described as skeptical, conscious of content, individualistic, and drawn to authenticity (Teixeira, 2014).
To supplement my findings, I conducted primary research by analyzing the 2017 Super Bowl videos against a criteria created using the best practices previously identified (in Part 1 and Part 2). Through the data collection of the 66 videos, I uncovered the most popular plotline is "fall than rise," the most popular emotions are humor, inspiration, and empathy and people tend to have a preference towards videos that are more realistic and simplistic in nature.
In the end, I recommend that advertisers identify an authentic yet relevant message, while employing a comedic, inspirational, or empathic tone, and that they place their ads exclusively for their target market. Additionally, producers should use a fall then rise plotline (with multiple mini plot peaks and valleys), a "logo-pulsing" strategy, and a minimal amount of characters and settings to keep the audience's focus on the ad’s message.
ContributorsBosmeny, Mackenzie Lauren (Author) / Ostrom, Amy (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Marketers today have found a way to expose sexualized content to young girls. Intentional or not, girls are taking notice of it and it shows in the increasing numbers of mental and physical disorders. This thesis attempts to synthesis previous research studies and current examples of sexual objectification of women in the hopes to create more awareness on the sexualization of girls. Several aspect play a significant role in shaping young girls including how females are portrayed in the media, how the beauty standards continue to change with the current trends, and how parents are playing an influential role in their children's lives. I will propose some recommendations about what we, as a society, can do to help parents and children grow up in this hyper sexualized world.
ContributorsFoster, Nicole Michelle (Author) / Montoya, Detra (Thesis director) / Ketcham, Jonathan (Committee member) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Spotlighting the figure of the exceptional disabled girl as she circulates in the contemporary mediascape, this dissertation traces how this figure shapes the contours of a post-Americans with Disabilities Act structure of feeling. I contend that the figure of the exceptional disabled girl operates as a reparative future girl. As a reparative figure, she is deployed as a sign of the triumph of U.S. benevolence, as well as a stand-in for the continuing fantasy and potential of the promise of the American dream, or the good life. Affectively managing the fraying of the good life through a shoring up of ablenationalism, the figure of the exceptional disabled girl rehabilitates the nation from a place of ignorance to understanding, from a place of nervous anxiety to one of hopeful promise, and from a precarious present to a not-so-bleak-looking future.
Placing feminist cultural studies theories of affect in conversation with feminist disability studies and girlhood studies, this dissertation maps evocations of disabled girlhood. It traces how certain affective states as an intersubjective glue stick to specific disabled girls’ bodies and how these intersubjective attachments generate an emergent affective atmosphere that attempts to repair the fraying fantasy of the good life. Utilizing affect as methodology and object of analysis, this dissertation interrogates ambivalent visual artifacts: ranging from the “real” figure of the disabled girl through YouTubers, Charisse Living with Cerebral Palsy and Rikki Poynter, to a fictional disabled girl in Degrassi: Next Class; spanning from physically disabled beauty pageant contestants to autistic girls learning how to dance; and, finally, looking to a black disabled girl in her life and death, Jerika Bolen. I contend that through their roles as disability educators, shared objects of happiness and optimism, and pedagogues of death, exceptional disabled girls have been deployed as guides on a new roadmap to ideal, affective post-ADA citizenhood.
Placing feminist cultural studies theories of affect in conversation with feminist disability studies and girlhood studies, this dissertation maps evocations of disabled girlhood. It traces how certain affective states as an intersubjective glue stick to specific disabled girls’ bodies and how these intersubjective attachments generate an emergent affective atmosphere that attempts to repair the fraying fantasy of the good life. Utilizing affect as methodology and object of analysis, this dissertation interrogates ambivalent visual artifacts: ranging from the “real” figure of the disabled girl through YouTubers, Charisse Living with Cerebral Palsy and Rikki Poynter, to a fictional disabled girl in Degrassi: Next Class; spanning from physically disabled beauty pageant contestants to autistic girls learning how to dance; and, finally, looking to a black disabled girl in her life and death, Jerika Bolen. I contend that through their roles as disability educators, shared objects of happiness and optimism, and pedagogues of death, exceptional disabled girls have been deployed as guides on a new roadmap to ideal, affective post-ADA citizenhood.
ContributorsTodd, Anastasia (Author) / Switzer, Heather (Thesis advisor) / Fonow, Mary Margaret (Thesis advisor) / Himberg, Julia (Committee member) / Arizona State University (Publisher)
Created2016
Description
U.S. non-profit organizations (NPOs) offering Science, Technology, Engineering, and Mathematics (STEM) programming, particularly those serving minorities and women, are becoming guideposts that assist academic, government and corporate institutions alike to steer their efforts and investments towards achieving their diversity and inclusion goals. Despite multi-year, multi-billion, and multi-resource investments in broadening STEM access and inclusion, the inequitable representation of young women and girls of color actively participating in school and out-of-school STEM programs continues to persist. The primary aim of this study was to validate a feminist theoretical framework grounded on the constructs of intersectionality, collective impact, and accountability systems, to help inform and disrupt persistent trends for women graduating in engineering and computer science through the third sector’s facilitation of STEM programming. A secondary objective was to understand the history and trajectory of the change and emergence of non-profit STEM Girl-Centered Organizations (SGCOs) and their profiles as a comparative measure of their relative status within the third sector ecosystem, how they serve, and who they serve. By leveraging over twenty-five years of practical experience and applying a mixed-methods research methodology, the research findings pointed to 1) an early adoption of intersectionality concepts into program outreach efforts by integrating cross-elements of race/ethnicity, geographies, and socioeconomic markers of identity; 2) emerging interest in, and incorporation of, culturally responsive programming that is better matched to the needs of diverse program beneficiaries; 3) an increase in equitable program access for participants residing in under-resourced communities; 4) a growing appreciation for the value of partnerships as a precursor to more authentic collective impact collaborations; and 5) priority shifts in systems of accountability from funders to primary programs’ beneficiaries.
ContributorsGonzalez, Gabriela A. (Author) / Fonow, Mary Margaret (Thesis advisor) / Switzer, Heather (Committee member) / Vega, Sujey (Committee member) / Arizona State University (Publisher)
Created2021