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- Creators: Department of Marketing
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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Status: Published
Description
The &ldquoMormon; Colonies” in Chihuahua, northern Mexico, boast a sizable population of women originally from the United States who have immigrated to these small Mexican towns. This ethnographic study of the immigrant women in the area focuses on questions of citizenship and belonging, and bolsters the scholarship on U.S. American immigrants in Mexico. Using data from 15 unstructured interviews, the women&rsquos; experiences of migration provide a portrait of U.S. American immigrants in a Mexican religious community. Analysis of this data using grounded theory has revealed that these U.S. American women have created a third social space for themselves, to a large degree retaining their original culture, language, and political loyalty. Their stories contribute to the literature on transnational migration, providing an account of the way migrants of privilege interact with their society of settlement.
ContributorsNielsen, Vanessa (Author) / Mean, Lindsey (Thesis advisor) / Téllez, Michelle (Committee member) / Gruber, Diane (Committee member) / Arizona State University (Publisher)
Created2013
Description
The economic crisis in 2008 triggered a global financial shockwave that left many wondering about the origins of the crisis. Similarly, in the early twentieth century, Wall Street faced catastrophic losses that set the stage for the Great Depression, which resulted in a decade of economic depression, leaving millions of people out of work. Using discourse analysis to understand how economic crisis is framed through the mainstream press, this research project analyzed the stock market crash of 1929-1932 and the mortgage-backed financial crisis of 2007-2009 through the lens of two mainstream publications, The New York Times and The Wall Street Journal. Comparative analysis focused on explanations for the causes of the crises, attributions of blame, culprits, and proposed solutions emerging in news coverage of the 1929 panic and the 2007-2009 financial crises. Mainstream media accounts of the 2007-2009 crisis are then compared with `alternative media' accounts of crisis causes, culprits, and solutions. These comparative analyses are contextualized historically within economic paradigms of thought, beginning with the classical economists led by Adam Smith and transitioning to the Chicago School.
ContributorsPrice, Eun (Author) / Nadesan, Majia (Thesis advisor) / Gruber, Diane (Committee member) / Ramsey, Ramsey E (Committee member) / Arizona State University (Publisher)
Created2013
Description
This ethnographic study contributes to the literature on Latin@ youth in the US by focusing on the experiences of Latin@ youth in Arizona and their identity management practices. The data from 9 months of field observations and 11 unstructured interviews provides a vivid picture of the youth's daily encounters. Using a thematic analysis this study reveals the youth's experiences in occupying predominantly white spaces, managing privilege, and managing negative stereotypes. The youth's involvement at El Centro, an Arizona nonprofit organization, provided them a safe space in which they created a familial environment for themselves and their peers.
ContributorsTerminel Iberri, Ana (Author) / Mean, Lindsey (Thesis advisor) / Téllez, Michelle (Thesis advisor) / Gruber, Diane (Committee member) / Arizona State University (Publisher)
Created2014
Description
Research literature and popular press articles were reviewed to uncover the influences and viewer pleasures received from watching reality television. A close semiotic analysis of the reality television program, Teen Mom, was conducted. The semiotic analysis looked at the characters, the structure of the show, and the show's use of graphics and audio to understand the show's influences on viewers. An analysis of the Teen Mom website and online forum was also conducted. Seventy-one viewer posts and 403 viewer responses were analyzed to uncover viewer reactions to the show. The results were significant in three ways. First, the producers of the show claim the show is meant to educate viewers on the effects of teen pregnancy. The analysis found that while the show sends educational messages, it also contradicts itself by glamorizing teen pregnancy. Second, the analysis of the online forum revealed the formation of close online communities among Teen Mom viewers. Third, the website analysis provided evidence of viewer pleasure resulting from voyeuristic and social comparison tendencies. It is plausible that Teen Mom viewers engage with the show for the opportunity to observe parts of other people's lives they would not normally be permitted to see. At the same time, viewers evaluate themselves in comparison to the Teen Mom cast members.
ContributorsPadelford, Sarah (Author) / Ramsey, Ramsey E (Thesis advisor) / Gruber, Diane (Committee member) / Wise, Greg (Committee member) / Arizona State University (Publisher)
Created2012
Description
Heroism is a phenomenon central to the development of Western Society. It is present at the core of understanding history, it is the basis for all literature, and exists in many forms in contemporary society, including the celebrity. As a result of its pervasiveness, the philosophy by which heroism ought to be understood has been left out of its contemporary iterations. Through an investigation of a provocative real person, rather than a literary character, the being of the hero in the everydayness of life can be more readily understood. The character in question is Leila Khaled, provocative because she is a member of the Popular Front for the Liberation of Palestine and participated in two airplane hijackings. The general public understands her to be a terrorist; however, she is a hero among her own people and as a hero has much to teach. Through an inspection of her story, the hero presents itself as acting with courage and being motivated by love toward a greater good. Thus, an investigation of these phenomena - courage, love, and the greater good - will result in a better understanding of the hero that works toward the philosophic discussion about heroism that has been largely ignored over the last several hundred years.
ContributorsMorris, Christopher (Author) / Ramsey, Ramsey (Thesis advisor) / Jordan, Elaine (Committee member) / Gruber, Diane (Committee member) / Arizona State University (Publisher)
Created2012
Description
Using a critical textual approach and a feminist lens, this paper analyses the television adaptation, Outlander, and its depictions of sexual violence. The nature of adaptation and how the adaptation process can lead to incidental as well as intentional alterations in the storytelling are addressed throughout the paper. The analysis is done in two parts, the first exploring emergent themes such as the use of bodies’ geographic location, scars, and nudity to depict messages about power, the impact of the adaptation’s choice to promote Jamie’s perspective, and the use of cinematic techniques as narrative devices. The second half of the analysis covers how notable characters and events are framed by the show to promote a division between pure evil (embodied by Capt. Randall) and the heroes of the story, Claire and Jamie, whose problematic behaviors are minimized or promoted by the narrative. Many of the scenes in the show can be read multiple ways, sending different or even contradictory messages. However, despite the positive critical response to the show, this paper argues that Outlander still reinforces the notion that female characters are natural victims, and undermines the trauma of their assaults, in contrast to the focus given to the rape of Jamie, the heterosexual male lead.
ContributorsHeath, Mary (Author) / Mean, Lindsey (Thesis advisor) / Nadesan, Majia (Committee member) / Gruber, Diane (Committee member) / Arizona State University (Publisher)
Created2019
Description
This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider segmentation and the products and platforms that best target them in order to maximize revenue. A survey was performed with a sample size of 314 participants to find out consumer behavior and preference as well as producer situation. Consumers come from both the United States and abroad. Customers come directly and almost exclusively from followers. Therefore, increasing the number of followers on Instagram is essential to increasing revenue. Jennifer has time, resource, and ability constraints, while the market has limited potential. The conclusion is that Jennifer should become more organized as a business. To grow her following, she should cater more towards the most popular fandoms (BTS), make art tutorials, consider collaborations, and better inform followers of her products/services available for purchase. The social media platforms key to marketing Jennifer's products are Instagram and Twitter. Other platforms to be used to increase exposure are Tumblr, Amino Apps, DeviantArt, Reddit, and YouTube. She must also declutter all of these virtual storefronts of unnecessary content to varying degrees in order to build ease of access and a trustworthy brand image. The best platforms for transaction is a personal store, RedBubble (a website that allows users to sell a variety of products with their uploaded images printed onto them), Patreon, and in-person at conventions.
ContributorsXu, Everest Christine (Author) / Eaton, Kathryn (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The advertising agency, in its variety of forms, is one of the most powerful forces in the modern world. Its products are seen globally through various multimedia outlets and they strongly impact culture and economy. Since its conception in 1843 by Volney Palmer, the advertising agency has evolved into the recognizable—and unrecognizable—firms scattered around the world today. In the United States alone, there are roughly 13.4 thousand agencies, many of which also have branches in other countries. The evolution of the modern advertising agency coincided with, and even preceded, some of the major inflection points in history. Understanding how and why changes in advertising agencies affected these inflection points provides a glimpse of understanding into the relationship between advertising, business, and societal values.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
In the pages ahead we will explore the future of the advertising industry. We will analyze our research to uncover the underlying trends pointing towards what is to come and work to apply those explanations to our understanding of advertising in the future.
ContributorsHarris, Chase (Co-author) / Potthoff, Zachary (Co-author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The goal of our project was to determine how to create the most marketable hockey team. To do this, consumer needs, team psychology, and financing were all researched and evaluated. With this information, a business plan was designed around the next NHL expansion team. Two surveys, one for marketing distributed to the general public, and one for team psychology distributed to current and former hockey players were created and sent out, while data for the financing aspect was collected by comparing data from other NHL teams and franchises from different sports. In terms of financials, this comes in lower than average ticket prices, a nice and expensive stadium, the ideal city to generate capital, and sufficient money spent on advertising. Our ticket prices of $140 is based on having a low enough price to generate lots of demand while high enough to make a profit. The $600 million stadium (which will be fully funded) will surely draw a significant crowd. Choosing Seattle as a city is the most ideal to meet these goals and lastly, in meeting with an NHL GM, we determined $4 million in yearly advertising costs as sufficient in creating the most marketable team. Throughout this whole process, we remained data focus. We focused on data from a customized marketing survey, organizational structures, salary cap, and attendance. What our marketing survey results showed us is that our potential fans wanted three characteristics in a hockey team: speed, intensity, and scoring. In looking at organizational structures teams that exemplified these characteristics had a heavy emphasis on development and scouting. So we built our organizational tree around those two ideals. We hired GM Mike Futa, a current director of player personnel for the L.A. Kings, and Head Coach Adam Oates, a current skills development coach for top players to bring those ideals to fruition. In constructing our team we replicated the rules set forth for the Vegas Knights' expansion draft and hypothesized a likely protected list based off of last years lists. As a result we were able to construct a team that statistically out performed the Vegas Knights draft numbers by double, in goals, assists, and points, while also beating them in PIM. Based off of these numbers and an analysis of how goals translate into game attendance we are confident that we have constructed a team that has the highest potential for marketability. For the team psychology area, when creating a roster and scouting players, some of our main findings were that it is important to pursue players who get along well with their teammates and coaching staff, are aggressive, are leaders on the team, and are vocal players who communicate effectively. We also recommended avoiding players who significantly portrayed any "pet-peeve" traits, with the most emphasis placed on "disrespectful toward teammates," and the least emphasis placed on "over-aggression." By following all of these recommendations, we believe the most marketable hockey team possible can be created.
ContributorsQuinn, Colin Christopher (Co-author) / Spigel, Carlos (Co-author) / Meyer, Matt (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
In recent years, companies have been expanding their business efforts on a global scale. This project explores this expansion of American-based multinational corporations (MNCs) in Ireland, and the comparison of how their culture motivation in the workplace. We did a cultural study using Hofstede and Trompenaars' cultural dimensions of the two countries then used McClelland's Needs Theory, Equity Theory, and Herzberg's Motivation-Hygiene Theory in order to create three research questions. (1) How does the manager define success for the firm as a whole and for their employees, (2) How is the definition of success reflected in the company's corporate culture (i.e. values, norms and practices), along with how cultural values, norms and practices affect the company, and (3) How do external forces (i.e. governmental factors, workplace technology, etc.) affect the workplace environment and motivation for employees? With these we hypothesized that for research question 1, we hypothesized that from our study of Hofstede's and Trompenaars' cultural frameworks, Irish employees will show a greater tendency to favor affiliation, nAff, as opposed to a need for achievement, nAch, in American employees, according to McClelland's Needs Theory. For research question 2, we predicted that motivation would be administered through style of feedback to employees and office norms, such as autonomy, flexible hours, and work-life balance. For research question 3, we hypothesized that Ireland would have an impact from external factors such as government and technology, whereas the U.S. employees would face no clear impact. We conducted eight, qualitative interviews using a questionnaire, either in person or via video conference. The interviewees were all managers in some facet and have all had some international experience. Through the analysis of the interviews, we found that the Irish employees focused on how employees are able to help or contribute to a group (nAff), instead of looking at how the contribution of a group can be used to meet individual goals (nAch). The American companies reflected Trompenaars' definition of individualism in which employees focus on collaborating in teams, as long as individual goals are met, and benchmarked collaboration as a performance measure, tying in the need for achievement, for research question one. For the second research question, we found that employees in Ireland had a focus on teamwork in the workplace and much higher respect for work-life balance. American firms, in contrast, had a greater focus on making sure employees were contributing, meeting their goals, and getting their work done. While American firms did acknowledge work-life balance and its importance, there was a priority for coming in early and/or staying late to make sure a job got done. Findings for our third question showed that government factors did impact Ireland more, due to labor laws such as required vacation days in Ireland, and that technology had less of an impact than expected, for both countries. More importantly was our finding that the companies in Ireland were greatly impacted by the decisions made by the business executives in the United States.
ContributorsSong, Jenny Jungwon (Co-author) / Brown, William (Co-author) / Arrfelt, Mathias (Thesis director) / Moore, James (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05