Spring 2018

The rise of social media in the last decade has led brands to establish a strong digital presence to attract a growing, highly influential audience – Millennials. This research studied three digital marketing campaigns by Calvin Klein, an American fashion company, and the tactics used to attract a sub-set group of Millennials, those between the ages of 18 and 25. The research concluded that Calvin Klein succeeded in appealing to young Millennials through underlying themes found in each campaign (self-expression, sexuality, digital generation/social media, and pop culture) as well as consumer engagement techniques employed on the brand’s social media platforms. Faculty mentor: Glenn Scott

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The outdoor industry has been growing steadily over the past decade, with billions of dollars spent annually and millions of jobs created in the United States alone. Magazines are an ideal form of media to reach this huge market. This study examined the trends in the layout design of feature articles in the top two outdoor magazines. Through a content analysis of the grid system and five categories of layout design, the study compares the publications and analyzes the apparent trends. This analysis found trends in three of the five categories. The author concluded that there are some prevailing trends in the feature articles examined, but further research should continue to explore magazine layout and design. Faculty mentor: Don Grady

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As more individuals are diagnosed with Type 1 and Type 2 diabetes, efforts to manage the disease have shifted toward online support communities. This paper compared how Type 1 and Type 2 diabetics used Twitter for peer support and disease self-management purposes. Tweets were categorized using quantitative content analysis in an effort to compare emotional and informational support conversations. This analysis revealed that Type 1 diabetics more likely prioritize emotional support activities than Type 2, especially in the area of discussions of giving and personal experience. Type 2 diabetics, however, prioritize informational support activities, such as diet/exercise, research, and lifestyle management. Recognizing these differences would allow for improved individualized treatment for the diabetes epidemic. Faculty mentor: Qian Xu

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As the reach of social media continues to expand, it plays an influential role in the promotion and advertisement of sports organizations. Through a content analysis, the researcher analyzed the social media posts – specifically Facebook and Twitter posts – of two professional sports organizations over a three-week period. The researcher looked at social media activity before and during games for the Carolina Hurricanes and the Pittsburgh Steelers. The study found that while Facebook received more interactions, Twitter had more posts. The research also concluded that the Steelers had a visible social media strategy, while the Hurricanes were less visible and consistent. Faculty mentor: Harlen Makemson

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Scholars propose that late-night comedy programming serves as a medium through which political discourse has evolved. Previous studies have analyzed the increasing politicization that has consumed late-night programming and the potential effects such commentary has on viewership and political learnings from this type of soft news coverage. This study examined video clips on the YouTube channels of Jimmy Fallon, Jimmy Kimmel, and Stephen Colbert during the first nine months of the Donald Trump presidency, and found that the hosts and the nature of their videos influenced the engagement of the audience. Upon examining the engagement metrics on each of the selected videos, it is evident that a host’s negativity toward Trump helped enhance viewers’ engagement metric. Faculty mentors: George Padgett and Jason Husser

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Professional sports franchises rely heavily on social media to interact with fans – often in real time through live-tweeting their athletic contests. Using a quantitative content analysis of 540 live-tweets, this study examined the content message strategies (i.e. hashtags, GIFs, still images) teams employ and the impact those strategies have on user engagement (i.e., retweets, likes, and replies). Findings suggest multimedia has little positive impact on fan engagement. Additionally, links and mentions decrease engagement. This study carries practical implications for teams trying to effectively engage their Twitter followers. Faculty mentor: Qian Xu

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In the midst of the national conversation surrounding the injustices faced by the black community, a wave of imagery documenting the Black Lives Matter movement has populated the media. This research sought to discover what elements raise a photograph to iconic status through the exploration of the images that have emerged from the Black Lives Matter movement. A qualitative two-part content analysis was used to examine the rhetorical power of a sample of five iconic images from the movement. It was found that the photographs in this sample were iconic because they served as more than mere documentation. Rather, they reshaped society’s collective memories to construct a new narrative about American policies, society, and identity. Faculty mentor: Glenn Scott

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With an increasing rate of violent crimes across the country as well as an uptick in crime in the news, perpetrators have turned to social media to gain attention, posting their crimes online. This study analyzed the motives of individuals who post their crimes on social media. By incorporating Sigmund Freud’s theories on guilt and utilizing a narrative criticism of testimony, the findings demonstrate a lack of remorse and guilt on the part of criminals who conduct unlawful acts, such as drunk driving, gang rape, and murder. The study concluded that the rationale behind committing the crime and posting evidence of the illegal activities on social media outlets stems from the drive of human beings to be recognized by others in their environment and social media communities. Faculty mentor: Byung Lee

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While the fascination of the true crime genre can be traced to the 16th century, it has grown in widespread popularity in the last three years. This study explored potential causes for why the genre has become popular through a narrative rhetorical analysis of three popular pieces of true crime media – season one of the podcast Serial, The Jinx: The Life and Deaths of Robert Durst, and Making a Murderer. The study found that the true crime genre has grown due to a variety of circumstances, largely because of the resurgence of the binge-consumption era, which allows the audience to get more instant gratification for the program’s cliffhangers. It can also be deduced that true crime shows with certain rhetorical consistencies are more likely to take off in today’s media landscape. Faculty mentor: David Copeland

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Newspapers are finding themselves in a time of great uncertainty due to the fragmentation of news consumers. As a result, understanding base characteristics that can predict newspaper use is key to a publication’s survival. Drawing from prior research and existing General Social Survey data, this study examined how education, income, and age are related to newspaper use, and whether education is a predictor of media platform preference. The study found significant correlation between newspaper usage and education, income, and age. This study furthers the understanding of news engagement and provides practical implications for media outlets to better recognize how their potential audiences might interact with them. Faculty mentor: Amanda Sturgill

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