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FILLING THE HOUSE: ENGAGING A MILLENNIAL PERFORMING ARTS AUDIENCE
Title
FILLING THE HOUSE: ENGAGING A MILLENNIAL PERFORMING ARTS AUDIENCE.
Creator
Schreck, Sarah, Dodd, Melissa, University of Central Florida
Abstract / Description
The purpose of this research is to identify best practices for public relations professionals when engaging with a Millennial performing arts audience, focusing on Hon and Grunig's relationship management theory (1999) and Kent and Taylor's theory of dialogic communication (2014) to build interactivity in a digital space. Performing arts organizations have successfully engaged with previous generations, but are facing new challenges when communicating with millennial audiences. Changing...
Show moreThe purpose of this research is to identify best practices for public relations professionals when engaging with a Millennial performing arts audience, focusing on Hon and Grunig's relationship management theory (1999) and Kent and Taylor's theory of dialogic communication (2014) to build interactivity in a digital space. Performing arts organizations have successfully engaged with previous generations, but are facing new challenges when communicating with millennial audiences. Changing demographics have led to a stagnation and decline of performing arts attendance as the millennial generation has come of age. This massive population has new priorities for spending and consumption of entertainment, and social media is their preferred channel of communication as opposed to print and broadcast media. The researcher distributed a survey to patrons of the Orlando Shakespeare theatre to identify their perspectives of current public relations practices. Results from 148 respondents indicated that the Orlando Shakespeare Theatre maintains strong relationships with Millennials (N=6) and non-Millennials alike, as made evident by their practice of Baumgarth's cultural consumer behaviors (2014). However, a larger sample of Millennial patrons is necessary to determine best practices for the specific population. The primary product of this research is the creation of a theory-driven survey that can be used to effectively measure the depth of a performing arts organization's relationship with its patrons, and a case study exemplifying a successful organization.
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Date Issued
2018
Identifier
CFH2000309, ucf:45725
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFH2000309
Analysis of United States Congresswomen's tweets during the 2017 and 2018 women's marches against Donald Trump in the U.S.
Title
Analysis of United States Congresswomen's tweets during the 2017 and 2018 women's marches against Donald Trump in the U.S.
Creator
Nnagboro, Cynthia, Malala, John, Dodd, Melissa, Santana, Maria, University of Central Florida
Abstract / Description
This thesis analyzes the content of United States Congresswomen's Tweets during the 2017 and 2018 Women's March on Washington (WMW). The research is based on the media framing theory. Previous literature has asserted that women in Congress place a higher priority on women's issues than other policy legislations. This study sought to determine the degree to which these assertions were true by analyzing Congresswomen's tweets during the WMW. A total of 1950 tweets from Congresswomen were...
Show moreThis thesis analyzes the content of United States Congresswomen's Tweets during the 2017 and 2018 Women's March on Washington (WMW). The research is based on the media framing theory. Previous literature has asserted that women in Congress place a higher priority on women's issues than other policy legislations. This study sought to determine the degree to which these assertions were true by analyzing Congresswomen's tweets during the WMW. A total of 1950 tweets from Congresswomen were collected during four days and analyzed for content and tone. Findings in this thesis invalidate that claim as the results of the investigation shows that less than twenty percent (18.8%) of the tweets posted by Democratic Congresswomen were related to the WMW and only 1% by their Republican counterparts. The rest of the tweets dealt with other issues such as their party's agenda, the opposition agenda, and issues unrelated to politics. Overall, the study found that similar to their male counterparts, United States Congresswomen place a higher priority on their legislative duties. The number of Congresswomen's tweets during that period were higher in other categories than the WMW category. Party's affiliation was found to be a factor as higher percentage of Democratic Congresswomen tweeted about the WMW than their Republican counterparts. The author concludes that Congresswomen's rhetoric is not centered primarily on women's issues as noted by prior literature. Future research is suggested to investigate data contained in Congresswomen's retweets and replies, and women's rights bills passed by Congresswomen during legislative sessions.
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Date Issued
2018
Identifier
CFE0007064, ucf:52009
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007064
Organizational Legitimacy as Co-Created Value
Title
Organizational Legitimacy as Co-Created Value.
Creator
Olsen, Christina Maria, Dodd, Melissa, Sellnow, Timothy, Sandoval, Jennifer, University of Central Florida
Abstract / Description
The purpose of this study is to explore how co-creational processes contribute to organizational legitimacy as a valuable outcome for organizations. 13 semi-structured in-depth interviews were conducted with digital communication professionals from a variety of organizations in the United States to better understand the use of social media platforms and perceptions of value from engaging with stakeholders in co-creation. Results showed that organizations engaged in co-creation of brand...
Show moreThe purpose of this study is to explore how co-creational processes contribute to organizational legitimacy as a valuable outcome for organizations. 13 semi-structured in-depth interviews were conducted with digital communication professionals from a variety of organizations in the United States to better understand the use of social media platforms and perceptions of value from engaging with stakeholders in co-creation. Results showed that organizations engaged in co-creation of brand meaning via different methods such as referrals and feedback and that organizations reached different kinds of outcomes via these co-creational processes. These include being a resource for stakeholders, gaining brand advocates, reaching organizational goals, and being able to develop as an organization. In addition, results showed organizations that engaged in co-creation of brand meaning put an effort in measuring these processes qualitatively to continuously improve as an organization. Based on these results it was possible to illuminate the relationship that exists between legitimacy and co-creation of brand meaning. Thus, it was discussed organizational legitimacy appears to be an outcome of co-created brand meaning in the form of moral legitimacy and actional legitimacy.
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Date Issued
2018
Identifier
CFE0007070, ucf:52021
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007070
Nike(&)#191;s Corporate Social Advocacy (CSA) Practices as Related to Strategic Issues Management (SIM) and Threats to Organizational Legitimacy
Title
Nike(&)#191;s Corporate Social Advocacy (CSA) Practices as Related to Strategic Issues Management (SIM) and Threats to Organizational Legitimacy.
Creator
Heffron, Eve, Dodd, Melissa, Spence, Patric, Yu, Nan, University of Central Florida
Abstract / Description
This research examined how corporate social advocacy (CSA) and corporate social responsibility (CSR) efforts impacted perceptions of authenticity. Using an experimental survey, participants were randomly exposed to Nike's actions related to the Black Lives Matter (BLM) movement via mock-online news articles. Participants completed a survey that contained Likert-type scale items regarding attitudes (perceived corporate intent, perceived authenticity, brand trust, and brand credibility) and...
Show moreThis research examined how corporate social advocacy (CSA) and corporate social responsibility (CSR) efforts impacted perceptions of authenticity. Using an experimental survey, participants were randomly exposed to Nike's actions related to the Black Lives Matter (BLM) movement via mock-online news articles. Participants completed a survey that contained Likert-type scale items regarding attitudes (perceived corporate intent, perceived authenticity, brand trust, and brand credibility) and behavioral intentions (word of mouth intentions (WOM), and purchase intention (PI)). Results indicated that positive attitudes significantly increased when Nike implemented an action step after taking a public stance on a controversial social-political issue. Further, results revealed significant differences for positive WOM intentions and PI, given the experimental prompt. This study extends public relations scholarship through expanding our understanding of stakeholder perceptions of authenticity when companies engage in CSA and CSR practices. To earn legitimacy, companies must meet stakeholder expectations through successfully executing socially responsible actions. This study illustrates a need for future research on stakeholder perceptions of authenticity when various action steps are added to a company stance on divisive social-political issues.
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Date Issued
2019
Identifier
CFE0007650, ucf:52461
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007650
Coming to a full stop: An investigation of menstrual period stigmas in college students
Title
Coming to a full stop: An investigation of menstrual period stigmas in college students.
Creator
O'Toole, Mary, Sellnow, Deanna, Sandoval, Jennifer, Dodd, Melissa, University of Central Florida
Abstract / Description
The focus of this study was to understand perceptions college students have regarding menstruation and if viewing a normalized media message may influence these perceptions. A treatment group of participants was randomly assigned to view an episode of the hit family sitcom Blackish that focused on menstruation and then answer survey questions. A control group of participants only answered the survey questions. A mixed methods analysis revealed three primary conclusions. First, these results...
Show moreThe focus of this study was to understand perceptions college students have regarding menstruation and if viewing a normalized media message may influence these perceptions. A treatment group of participants was randomly assigned to view an episode of the hit family sitcom Blackish that focused on menstruation and then answer survey questions. A control group of participants only answered the survey questions. A mixed methods analysis revealed three primary conclusions. First, these results contradict existing research in that the college students surveyed generally do not hold negative perceptions that may stigmatize menstruation. Second, the treatment that viewed the normalized media message intervention did not report significantly more positive perceptions about menstruation as a natural bodily function than their counterparts in the control group. Third, many participants acknowledged menstruation is a stigmatized topic and media messages not only currently contribute to these attitudes but could be used as a catalyst for guiding society toward normalizing it. These results extend existing research on how people perceive menstruation and on mass media effect research as a means to address stigmatized topics.
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Date Issued
2018
Identifier
CFE0007066, ucf:51970
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007066
How Millennials Engage in Social Media Activism: A Uses and Gratifications Approach
Title
How Millennials Engage in Social Media Activism: A Uses and Gratifications Approach.
Creator
Dookhoo, Sasha, Dodd, Melissa, Rubenking, Bridget, Brown, Tim, University of Central Florida
Abstract / Description
Millennials are the world's digital natives and its largest generation. A general perception of this generation is that they lack engagement in social-political issues. This study explores how Millennials are engaging in social media activism and whether online activism is driving offline activism behaviors. A quantitative survey of 306 participants was conducted to learn more about the gratifications Millennials obtain through social media and whether associations exist between their online...
Show moreMillennials are the world's digital natives and its largest generation. A general perception of this generation is that they lack engagement in social-political issues. This study explores how Millennials are engaging in social media activism and whether online activism is driving offline activism behaviors. A quantitative survey of 306 participants was conducted to learn more about the gratifications Millennials obtain through social media and whether associations exist between their online and offline activism behaviors. The results showed that Millennials engage in online activism behaviors to a greater extent than offline activism behaviors. Millennials primarily gratify intrinsic needs for interaction and belonging by engaging in social media activism behaviors. So-called (")slacktivism(") behaviors were most common among Millennials engaging in online activism. Similarly, online activism behaviors that require greater investment from Millennials were a good predictor of activism behaviors that occur offline. Results also demonstrate that, at an individual identification level, Millennials self-perceptions as activists predicted engagement in both online and offline activism.
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Date Issued
2015
Identifier
CFE0005941, ucf:50794
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005941
TWITTER IMPLEMENTATION WITHIN MEGACHURCHES: AN EXAMINATION OF THE SOCIAL MEDIA'S EFFECTIVENESS
Title
TWITTER IMPLEMENTATION WITHIN MEGACHURCHES: AN EXAMINATION OF THE SOCIAL MEDIA'S EFFECTIVENESS.
Creator
Thompson, Andrea, Malala, John, Dodd, Melissa, Flammia, Madelyn, University of Central Florida
Abstract / Description
This study identified what Twitter followers were discussing in reference to the top five megachurches in size. The methods utilized within this study involved an examination of all tweets hashtagging the top five megachurches over a sixteen day timeframe. The first research question was answered by categorizing tweets into predetermined content categories. This study also addressed the second research question by determining if Twitter implementation was beneficial in executing the missions...
Show moreThis study identified what Twitter followers were discussing in reference to the top five megachurches in size. The methods utilized within this study involved an examination of all tweets hashtagging the top five megachurches over a sixteen day timeframe. The first research question was answered by categorizing tweets into predetermined content categories. This study also addressed the second research question by determining if Twitter implementation was beneficial in executing the missions of the top five megachurches. This question was answered by analyzing tweets using a five point Likert scale measuring how reflective each tweet was to the mission statement of each of the Top five megachurches. Ultimately, this study revealed that hashtagged tweets did reflect topics that are beneficial to each individual church's growth, however, tweets hashtagging the top three megachurches did not reflect the mission statements of each church. Therefore, this study concluded that Twitter implementation is beneficial to church growth because followers discuss topics relevant to the success of the church, however, Twitter may not be the most suitable social media platform for megachurches in their attempts to
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Date Issued
2014
Identifier
CFE0005427, ucf:50417
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0005427
Using Hashtags to Disambiguate Aboutness in Social Media Discourse: A Case Study of #OrlandoStrong
Title
Using Hashtags to Disambiguate Aboutness in Social Media Discourse: A Case Study of #OrlandoStrong.
Creator
DeArmas, Nicholas, Vie, Stephanie, Salter, Anastasia, Beever, Jonathan, Dodd, Melissa, Wheeler, Stephanie, University of Central Florida
Abstract / Description
While the field of writing studies has studied digital writing as a response to multiple calls for more research on digital forms of writing, research on hashtags has yet to build bridges between different disciplines' approaches to studying the uses and effects of hashtags. This dissertation builds that bridge in its interdisciplinary approach to the study of hashtags by focusing on how hashtags can be fully appreciated at the intersection of the fields of information research, linguistics,...
Show moreWhile the field of writing studies has studied digital writing as a response to multiple calls for more research on digital forms of writing, research on hashtags has yet to build bridges between different disciplines' approaches to studying the uses and effects of hashtags. This dissertation builds that bridge in its interdisciplinary approach to the study of hashtags by focusing on how hashtags can be fully appreciated at the intersection of the fields of information research, linguistics, rhetoric, ethics, writing studies, new media studies, and discourse studies. Hashtags are writing innovations that perform unique digital functions rhetorically while still hearkening back to functions of both print and oral rhetorical traditions. Hashtags function linguistically as indicators of semantic meaning; additionally, hashtags also perform the role of search queries on social media, retrieving texts that include the same hashtag. Information researchers refer to the relationship between a search query and its results using the term (")aboutness(") (Kehoe and Gee, 2011). By considering how hashtags have an aboutness, the humanities can call upon information research to better understand the digital aspects of the hashtag's search function. Especially when hashtags are used to organize discourse, aboutness has an effect on how a discourse community's agendas and goals are expressed, as well as framing what is relevant and irrelevant to the discourse. As digital activists increasingly use hashtags to organize and circulate the goals of their discourse communities, knowledge of ethical strategies for hashtag use will help to better preserve a relevant aboutness for their discourse while enabling them to better leverage their hashtag for circulation. In this dissertation, through a quantitative and qualitative analysis of the Twitter discourse that used #OrlandoStrong over the five-month period before the first anniversary of the Pulse shooting, I trace how the #OrlandoStrong discourse community used innovative rhetorical strategies to combat irrelevant content from ambiguating their discourse space. In Chapter One, I acknowledge the call from scholars to study digital tools and briefly describe the history of the Pulse shooting, reflecting on non-digital texts that employed #OrlandoStrong as memorials in the Orlando area. In Chapter Two, I focus on the literature surrounding hashtags, discourse, aboutness, intertextuality, hashtag activism, and informational compositions. In Chapter Three, I provide an overview of the stages of grounded theory methodology and the implications of critical discourse analysis before I detail how I approached the collection, coding, and analysis of the #OrlandoStrong Tweets I studied. The results of my study are reported in Chapter Four, offering examples of Tweets that were important to understanding how the discourse space became ambiguous through the use of hashtags. In Chapter Five, I reflect on ethical approaches to understanding the consequences of hashtag use, and then I offer an ethical recommendation for hashtag use by hashtag activists. I conclude Chapter Five with an example of a classroom activity that allows students to use hashtags to better understand the relationship between aboutness, (dis)ambiguation, discourse communities, and ethics. This classroom activity is provided with the hope that instructors from different disciplines will be able to provide ethical recommendations to future activists who may benefit from these rhetorical strategies.
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Date Issued
2018
Identifier
CFE0007322, ucf:52136
Format
Document (PDF)
PURL
http://purl.flvc.org/ucf/fd/CFE0007322