Matching Items (4)
Description
The landscape of higher education is constantly evolving. Similar to a wave that washes ashore and transforms the shoreline, the same is occurring with higher education and its "shoreline". With the influx of technology and social media on college and university campuses, higher education institutions have had to grapple with whether or not to implement the technology (e.g. mobile devices) and the social mediums (e.g. Facebook, Twitter, YouTube) that accompany these technologies into the academic and social college experiences of the tech-savvy students enrolling in higher education institutions. Higher education's new shoreline is largely being produced by the new paradigms of technology and social media adopted by the Net Generation college student. The forces of the evolving nature of technology are having an enormous impact on higher education practitioners. The prolific transcendence of Smartphones, tablets, and social mediums and the expansion of broadband (e.g. Wi-Fi) are changing student expectations of how higher education practitioners engage, communicate, and connect with the Net Generation college student. The assumption that many higher education practitioners have of social media is that social media primarily consists of Facebook and Twitter. Arguably Facebook and Twitter comprise the primary social avenues students traverse when communicating with friends and family but additionally, these sites can also be utilized for academic and social purposes advantageous to colleges and universities in enhancing the college student experience. The purpose of this study is to understand and describe how the Net Generation college student uses social media in their academic and social college experiences. Through the use of a descriptive analysis, this action research study described how the Net Generation college student uses social media in their academic and social college student experiences.
ContributorsSesterhenn, Shannon Marie (Author) / Ewing, Kris M. (Thesis advisor) / Rodrigue Mcintyre, Lisa (Committee member) / Niemczyk, Mary (Committee member) / Arizona State University (Publisher)
Created2012
Description
Advertising to the Millennial Generation is an honors thesis project that combines research with a creative application. The thesis is broken into three main sections: a literature review of the Millennial Generation, three case studies identifying brands or advertising campaigns that have successfully reached Generation Y, and the application of these findings to an advertising campaign with additional marketing mix elements for Bose headphones.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
Before creating a campaign targeting Millennials, this thesis first identifies which consumers belong in the Millennial demographic. The definition given looks beyond the ‘age 18-34’ demographic information and analyzes the generation’s unique characteristics, their feelings of being misunderstood by businesses, the importance of social media and technology in their world, and what motivates them to take action.
The subsequent case studies examine the advertising tactics of Barack Obama’s 2008 presidential campaign, the burgeoning social news and entertainment website BuzzFeed, and Beats by Dre headphones. Each of these brands successfully captured the Gen Y demographic group, with an emphasis on the younger end of the 18-34 age spectrum, and effectively communicated their understanding of Millennials’ culture. Each of the three campaigns contained social or digital elements to create engaging and relevant content for the niche of younger Millennials. Immediately following the case studies, best practices are outlined to summarize the findings.
Finally, a digital campaign is proposed for Bose headphones. The literature review, case studies, and best practices contributed to the culminating campaign, which will allow Bose to reach the younger Millennial audience.
ContributorsOechsner, Meredith Leigh (Author) / Montoya, Detra (Thesis director) / Ostrom, Amy (Committee member) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Department of Marketing (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
Description
This thesis tackles the questions of what it means to be a Millennial man, and based upon that way of life, how one would best define Millennial masculinity. This thesis is predominantly a creative project, although it is supported by a supplemental critical piece that analyzes the themes/topics and poetics behind the poetry. The thesis encompasses a collection of my original poetry relevant to the state of being a Millennial man. This manifestation of Millennial masculinity is observed through the lenses of three distinct themes in my poetry. The first theme is fiscal instability, relating to inheriting a bad economy after the Great Recession of 2008. This economic downturn caused many Millennial men to become too fiscally unstable to live autonomously, pursue their passions (careers they love), or comfortably date the partners they desire. The second theme relates to ambiguous dating and relationship norms that challenge Millennial men's ability and desire to date or commit to a partner. The third theme is in regards to Millennial men being seen by society as either stereotypically macho or overly effeminate. Frequently used poetics in this poetry include repetition and indentation. Both poetic techniques are used to create emphasis in the writing as well as to provide the reader with a deeper comprehension of the poems and their significance to the entire poetry collection. The ultimate goal of both the poetry and the analysis in this creative project is to help people better understand Millennial men, and to help Millennial men better understand and be true to themselves.
ContributorsSchorr-Coben, Richard Jason (Author) / Fette, Don (Thesis director) / Dickens, Andrea (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
With the push towards interdisciplinary approaches, there has been tremendous growth of scholarship in the comparative ethnic studies field. From studies on multiracial people, to residential segregation, to the study of multiracial spaces, there is a lot to say about cross-cultural experiences. “Te de Boba” explores the relationship between identity, race, and ethnicity of millennials through a food studies lens. In particular, I analyze the role of food spaces and food pathways in developing identity and conceptions of race and ethnicity. My research site consists of a small business, a boba tea shop in Baldwin Park, California: What happens when a boba shop opens up in downtown Baldwin Park, a predominantly Latinx community? How do interethnic relationships shape the structure and city landscape of Baldwin Park, and how do these experiences in turn shape self-identity among millennials? I draw from qualitative interviews, cognitive mapping, and surveys conducted within the boba shop to understand millennial identity formation in Baldwin Park. Millennials growing up in Baldwin Park experience unique relationships between cultures, foods, and lifestyles that cross ethnic and racial barriers, creating new forms of community, which I call hub cities. I develop “hub cities” as new terminology for discussing suburban spaces that foster a sense of community within suburban areas that challenges and break down popular discourse of race and ethnicity, giving way for youth creation of alternative discourses on race and ethnicity, consequently shaping the way they form self-identity.
ContributorsSantizo, Natalie (Author) / Cheng, Wendy (Thesis advisor) / Guevarra, Jr., Rudy (Committee member) / Fonow, Mary M (Committee member) / Arizona State University (Publisher)
Created2016