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The Role of Influencer Marketing

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This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of

This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.

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2018-05

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Institutional Accountability, Media Coverage and Military Sexual Assault: A Case-Based Analysis

Description

As the U.S. reckons with the reality of sexual assault and harassment in the wake of the #MeToo movement, it is particularly important to consider sexual assault in the military, an institution that is a massive employer and the face

As the U.S. reckons with the reality of sexual assault and harassment in the wake of the #MeToo movement, it is particularly important to consider sexual assault in the military, an institution that is a massive employer and the face of the U.S. abroad. Media coverage is a catalyst for change, and the nature and scope of coverage is indicative of public and political attitudes. This thesis uses both quantitative and qualitative data to analyze characteristics of military sexual assault cases that complicate media coverage and to identify strengths and weaknesses of the media's approach to such stories. On the quantitative side, it takes advantage of nearly 600 case reports of sexual assault from U.S. military bases in Japan that were categorized to identify themes such as disposition outcomes, alcohol involvement and victim participation in investigations. Qualitatively, this thesis includes interviews with military officials, victims' advocates, journalists and other stakeholders that help to create a more holistic understanding of how media cover military sexual assault. Notably, this thesis finds that a lack of public interest in the military, a lack of congruency between military and civilian systems, and a highly complex hierarchy that limits journalists' access to military sources and data all complicate coverage. Drawing from these conclusions, it recommends that the media avoid episodic reporting, focus on personalizing stories in an institutional context, embrace accountability journalism and dedicate resources to pursuing complex investigations. It also acknowledges the important role of non-traditional media in the future of information sharing on the topic of military sexual assault.

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2018-05

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The Korean Wave from a Global Perspective

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South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used

South Korea possesses the only culture to successfully create a transnationality and hybridity formula that is not replicable. So why Korea and why now? The goal of this thesis creative project is to demonstrate the marketing and communications strategies used in the arts and culture industry to drive global awareness and interest in K-Pop. In order to achieve that goal, I created HellotoHallyu.com, a website designed for an audience of Millennials and Generation Z English speakers to increase their awareness of the growth and impact of the Korean Wave in a fun and engaging way. So those who may hear a song by K-Pop idol group BTS on a music awards show in the U.S. can get themselves up-to-speed before diving into the fast-paced world of K-culture gossip sites and forums. Hello to Hallyu delivers consumer-friendly, educational content easily understood by English speakers with no prior knowledge of Korean culture, while still piquing the interest of K-pop connoisseurs. It provides the background necessary for even the most dedicated fans to glean new knowledge of Korea's cultural industry and a new perspective on the content they consume. Hello to Hallyu is based on a combination of secondary and primary research conducted over four semesters beginning Spring 2017 and continuing through Spring 2018. This project is set up as an ever-expanding resource freely available to anyone with internet access. The research required to maintain the site will continue with the Wave. However, the content currently on the site is evergreen, a documentation of the history of the Wave as explained in peer-reviewed articles and by Dr. Ingyu Oh as well as a documentation of my personal experience with Hallyu while in Korea and as a Westerner living in the U.S. The site's goal is to demonstrate the marketing and communications strategies used in the industry to drive global awareness and interest. Through this means, Hello to Hallyu aims to provide fully developed multimedia content intended to increase English speakers' awareness of the growth and impact of the Korean Wave as shown through site visits, content views, and audience engagement.

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2018-05

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Process Improvement and Sustainability: Restructuring the Leadership Scholarship Program Cohort Selection

Description

Although the Leadership Scholarship Program has seen successful recruiting processes throughout changes in leadership of the program; the organization expressed a need for major overhaul to reevaluate the decisions of the process and to establish backing for those decisions. By

Although the Leadership Scholarship Program has seen successful recruiting processes throughout changes in leadership of the program; the organization expressed a need for major overhaul to reevaluate the decisions of the process and to establish backing for those decisions. By asking current and alumni members of the program about what they would like to see in a future member of the program as well as which parts of the process they found most important, the qualities of a future member of the program could be established and weighted. The goals of the reevaluation were to help eliminate bias, discrepancies between applications with extremely different uncontrollable factors, define points of discrepancies, and establish organizational sustainability while achieving a 100% acceptance rate from offered students. Each of these goals was achieved through methods outlined in the LSP Selection Process Manual that was written as a result of this reevaluation. The manual also outlines ways to improve the process going forward.

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2018-05

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The Narratives of the Women's March

Description

This study looked at the Women's March's use of social media to communicate their organization's mission. Data was collected from their official Twitter, Instagram and Facebook accounts. Facebook posts were collected manually, Twitter data was collected with a Google Sheets

This study looked at the Women's March's use of social media to communicate their organization's mission. Data was collected from their official Twitter, Instagram and Facebook accounts. Facebook posts were collected manually, Twitter data was collected with a Google Sheets add-on and Instagram was collected by Picodash. All the posts were shifted through multiple times to identify the key narratives of the Women's March. These narratives were then compared to the stated "Unity Principles" of the organization to see if they aligned with what the Women's March attempted to fight for. The five narratives were "everyone should have access to affordable health care," "women should have access to positions of power and be respected," "immigrants should be welcomed within the United States," "society will be stronger if it addresses issues intersectionally," and "everyone should be safe in the world and treated as equals." Analysis showed that each of these narratives reflected the "Unity Principles" in some form. While certain narratives were related to more principles than others, it does not diminish the importance of each message.

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2018-05

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Locals Only: A Visual Exploration of San Diego's Culture

Description

Locals only. An exclusionary phrase used to preserve the unique, lesser known aspects of a destination. Sunny San Diego's city defining local spots are in danger of being washed away by overwhelming tourism. This visual journey acts as a historical marker for the local destinations that exemplify San Diego's

Locals only. An exclusionary phrase used to preserve the unique, lesser known aspects of a destination. Sunny San Diego's city defining local spots are in danger of being washed away by overwhelming tourism. This visual journey acts as a historical marker for the local destinations that exemplify San Diego's diverse culture. The website and book design outlines ten different places that play integral roles in the foundation of the city through photography and written stories. The places were chosen based off of their significance to the San Diego community, whether that be in relation to lifestyle, history or culture. The process for determining each destination was an initial discussion with San Diego natives to determine the top 15 places that are influential in the city. From there, research was conducted on each place to determine which ten places would best fit the visual and storytelling platform of the project. Once the destinations were determined, people representing each place were contacted to gather more information. Each destination had at least one, if not several days of shooting photos in order to gather an array of visuals that would fit properly into the design and goal of the final thesis project. The website design was built almost originally using wix.com. Using the photos and stories from the site, the final project was turned into a digital layout of a book that can be printed. The places that the book and website outline are Kobey’s Swap Meet, Hodad’s, Carlsbad Flower Fields, Sunset Cliffs, Windansea, Torrey Pines Gliderport, Spruce St. Bridge, Julian, Mount Soledad and Presidio Park.

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2018-05

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A Fair Game: An Analysis of the 2024 Olympic Bid Process in Relation to Agenda 2020

Description

The revitalization of the Olympic Games was introduced in 1896 and since then has left a global impact. Over time the candidature process for a city to host the games has evolved from a conversation about wealth to a focus

The revitalization of the Olympic Games was introduced in 1896 and since then has left a global impact. Over time the candidature process for a city to host the games has evolved from a conversation about wealth to a focus on sustainable practices and cultural influence. This thesis aims to assess the implementation of Agenda 2020, a strategic roadmap created by the International Olympic Committee in 2015. The paper specifically looks at recommendations one, two and three; which are all geared towards bidding procedures. Within this paper, there is information from secondary sources that are both official and unofficial Olympic documents. The primary research portion of this paper includes in-depth interviews with Olympic experts. These experts come from a variety of backgrounds and provide an additional layer of perspective when assessing the Olympic movement. The results of this thesis showed that while Agenda 2020 is the step in the right direction, it lacks progress. There was a lot of effort and time put forth into creating Agenda 2020, but since then there has been minimal follow-up. In order for Agenda 2020 to reach its full potential, there needs to be a team dedicated to tracking its progress and continuously working on future recommendations.

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2018-05

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Film Marketing Analysis: Tactics and Strategies for SONY Pictures 2017 Releases

Description

The purpose of this thesis is to analyze and outline the different publicity and promotion tactics along with social media tactics that film studios use to market their films and the overall importance of the audience.

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2018-05

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A Regional Analysis of Police Shootings Through Local Media Coverage

Description

A Regional Analysis of Police Shootings Through Local Media Coverage studies broadcast reports of officer-involved shootings in the most dangerous cities across the country in order to determine if bias is present while providing readers with a tool they can

A Regional Analysis of Police Shootings Through Local Media Coverage studies broadcast reports of officer-involved shootings in the most dangerous cities across the country in order to determine if bias is present while providing readers with a tool they can use to analyze officer-involved shooting stories in their own community. Based on the geographical regions of the United States, the website analyzes the most dangerous city of the region and the most dangerous city in the most dangerous state in the region. For each city, a random broadcast piece is selected from the local media coverage. I then created a list of 10 points journalists should be aware of when reporting on officer-involved shootings. I used this list to break down and analyze how the story fared against my list. In the beginning of this process, I believed that all local media would have a slight bias depending on the region from which they were reporting. In my original hypothesis, I believed that the reports from the West would be against police, reports from the South and Southwest would be pro police, reports from the Midwest would be against police, and reports from the Northeast would be pro police. After analysis, many of the reports did not show any obvious bias. I wanted this project to be a tool readers and viewers could use in order to learn more about officer-involved shootings. With the help of my checklist, viewers would be able to then analyze stories on officer-involved shootings and determine the quality of the reporting. Not only did this project open my eyes to the different reporting styles that could be used to report an officer-involved shooting, it instilled a deeper sense of pride for local journalism. Even through the recent eruptions surrounding officer-involved shootings, the stories I analyzed continue to stick to journalistic ethics and remain unbiased, even in breaking news.

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2018-05

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Socially Mediated Stranger Things: Audiences Cultures and Full-Season Releases

Description

Television is currently in a changing state. There is no longer a singular broadcast format for series to follow. Streaming websites such as Netflix, Hulu, and Amazon Prime now release series in their entirety; this is known as a full-season

Television is currently in a changing state. There is no longer a singular broadcast format for series to follow. Streaming websites such as Netflix, Hulu, and Amazon Prime now release series in their entirety; this is known as a full-season release (FSR). Viewers are now able to act independently and determine the pace they wish to watch a new FSR series. This not only affects how fans engage in social television discussions on social media, but also changes the previously proposed viewer engagement model. Whereas previous research suggests that fans follow a static linear engagement model consisting of pre-communication, parallel communication, and post communication phases, fans are now able to move freely through viewer engagement phases. This creates a new type of engagement model: The Atomized Engagement Model. As fans move freely through the atomized engagement phases, they choose social media platforms to engage in fandom discussion. Research suggests that although there are distinct types of posts that occur in relation to social television discussions, the platforms used have a direct effect on the content and length of the post.

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2018-05