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 Twenty-nine
School of Communications students were among the many Elon University
researchers presenting their work at Elon University's extremely
selective 2004 Student Undergraduate Research Forum (SURF) April
6.
Faculty mentors
for this year's School of Communications researchers include Brooke
Barnett, Connie Book, Kelli Burns, David Copeland, Jessica Gisclair,
Harlen Makemson and Janna Anderson.
Following is
the 2004 SURF schedule of Communications sessions. Abstracts are
listed in alphabetical order at the end of this page.
Session I
Issues Related to Education.
Location: McEwen 011. Moderator: Dr. Melinda Rice
12:20 Colleen
Koski, Sara Hodges and Mariah Lietz "All the Stage is a World
for Some: A Study of Awareness and Interest in Alamance Children's
Theatre." Faculty Mentor(s): Kelli Burns
Session II
Media Analysis. Location:
McMichael 115. Moderator: Dr. Connie Book
1:30 Adam Smith
"AIDS in the Media: Are Journalists Covering the Right Angles?"
Faculty Mentor(s): Brooke Barnett
1:50 Cara Catalfumo,
Nicole Filippo, Lauren Vater and Anna Vining "National Youth Media
Campaign's Effectiveness on Youth and Adults" Faculty Mentor(s):
David Copeland
2:10 Brandi
Little "An Examination of the Women Featured in Broadcasting and
Cable's 'Fifth Estater' 1993-2003" Faculty Mentor(s): Constance
Book
2:30 Brittany
Dunlap, Christopher Morse, Julie Rohmann and Julie Smith "Does a
New Form of Communication Mean a New Way of Communicating?" Faculty
Mentor(s): David Copeland
Session III
Communications. Location:
McEwen 011. Moderator: Dr. Kelli Burns
3:00 Ellen
Lawton " 'Show Me St. Louis:' A Case Study in Local Broadcasting"
Faculty Mentor(s): Constance Book
3:20 Mary Randall
"An Analysis of Brand Loyalty in NASCAR" Faculty Mentor(s): Jessica
Gisclair
3:40 Dorothy
Stevenson "From Patriot to Activist: Media Framing of Vietnam Veteran
Ron Kovic and the Uncomfortable Issues of a Contested War" Faculty
Mentor(s): Harlen Makemson
4:00 Brandi
Little and Shavanna Jagrup "Imagining the Internet: A Retrospective
Study" Faculty Mentor(s): Janna Anderson
Poster
session & College Coffee
KOURY CONCOURSE 3:30-5 p.m.
Alison O'Hara
"Popularity of Female Surfing and the Influence of Modern Surf Culture
on Clothes, Styles, and Trends" Faculty Mentor(s): Jessica Gisclair
Keren Rivas
"KPFA Radio and Post-World War II America: The Rise of an Alternative
Vocie During Troubling Times" Faculty Mentor(s): Harlen Makemson
Kelly Koppenhafer
"Gender Stereotyping and the Popular Press: Cosmopolitan and Maxim"
Faculty Mentor(s): Jessica Gisclair
Session
IV
Communications. Location:
McEwen 011. Moderator: Dr. Jessica Gisclair
4:30 Candace
Buckman, Collen Clabby, Lauren Gray, Kristen Johnson and Meghan
Walsh "Product Placement in Sitcom and Reality Television" Faculty
Mentor(s): Brooke Barnett
4:50 Leah Baker,
Catherine Scanlon and Julie Smith "The Impact of Reality Television
on Elon's Student Body" Faculty Mentor(s): David Copeland
5:10 Ellen
Lawton, Amanda Vellucci and Nathan Ritz, "BET v. CBS? Racial Differences
in Network News Presentation" Faculty Mentor(s): Constance Book
Abstracts
THE IMPACT
OF REALITY TELEVISION ON ELON'S STUDENT BODY
Leah
Katherine Baker, Catherine L. Scanlon and Julie Ann-Elizabeth Smith
(Dr. David Copeland), School of Communications. This project will
explore the effect that reality television has, not on its participants,
but on its loyal viewers. With the rise in popularity of reality
television shows, including The Real World, Survivor and The Bachelor,
are viewers are becoming more and more personally involved with
the characters? How far will some students go to ensure they are
up on the latest plot twist on their favorite show? We set out to
find what effect, if any, reality television has on the day-to-day
life of the average Elon student. This emotional attachment can
help create bonds between students who gather each week (or each
night) to see who else is going to get, "voted off." Students
may strategically schedule their classes and group meetings around
their reality television viewing schedule. Using both quantitative
and qualitative data, along with in depth interviews and a video
documentary, our project aims to show the link between student-to-student
and student-to-professor interaction that is encouraged through
their mutual preoccupation with reality television.
PRODUCT
PLACEMENT IN SITCOMS AND REALITY TELEVISION
Candace
Buckman, Colleen Clabby, Lauren Gray, Kristen Johnson and Megan
Walsh (Dr. Brooke Barnett), School of Communications. Studies have
shown that product placement is becoming more prevalent in television
as another form of advertising. Product placement can be both the
physical appearance of a product or the simple mention of a product's
name in dialogue. This research explores the amount of product placement
in two sitcoms and two reality shows. We conducted a content analysis
study that examined 72 shows total. We coded for such things as
length of the product placement; whether the product was shown,
spoken about, or shown and spoken about; and which character type
was involved in the product placement. The products were then placed
into respective categories according to type. Such categories included
food, clothing, drinks, and electronics. Our findings show that
overall there were more product placements in sitcoms versus reality
shows and that the majority of those placements were explicit rather
than implicit.
YOUTH MEDIA
CAMPAIGNS' EFFECTIVINESS ON YOUTH AND ADULTS
Cara
J. Catalfumo, Nicole J. Filippo, Lauren M. Vater and Anna T. Vining
(Dr. David Copeland), School of Communications. "What's your
Anti-Drug?" "Talk to your kids; they'll listen."
"Parents: the Anti-Drug." "Marijuana. It Kills."
All of these slogans are part of the National Youth Anti-Drug Media
Campaign that was launched five years ago in hopes of educating
and enabling America's youth to reject illicit drugs and may be
found at (http://mediacampaign.org/publications/ strat_statement/introduction.html).
This study researched the importance of the Media Campaign to see
if youth and parents are being affected by the campaigns' communication
techniques, looking specifically at if the Media Campaign has a
positive or negative effect on youth and parents. The study's purpose
was to analyze the effectiveness of, and the reactions to, the Media
Campaign through student surveys and depth interviews. For the study,
"effective" was defined as a combination of youths' and
parents' recollection and exposure to the advertisements, if the
ads influence youths' decisions on whether or not to use drugs,
and if the ads prompt parents to talk to their children about drug
use. To discover the effectiveness of the Anti-Drug Media campaign,
researchers surveyed high school students in two schools, one in
North Carolina and one in Massachusetts. Researchers also conducted
depth interviews with parents. During the interviews, parents, who
have children in the target-age range of the campaign, were shown
campaign commercials and then asked a series of questions dealing
with effectiveness of the ads. The study resulted neither in findings
that that the campaign was effective for preventing youth drug use
nor of sparking adults to talk to their kids about drugs. In conclusion,
the research shows that the National Youth Anti-Drug Media Campaign
is ineffective.
COMPUTER-MEDIATED
COMMUNICATION AND INTERPERSONAL COMMUNICATION: DOES A NEW FORM OF
COMMUNICATION MEAN A NEW WAY OF COMMUNICATING?
Brittiny Dunlap, Christopher R. Morse, Julie A. Rohmann and Julie
A. Smith (Dr. David Copeland), School of Communications. In the
last ten years, computer-mediated communication (CMC), such as e-mail
and instant messenger, have become increasingly popular and are
used nearly every day by our youngest generations. People are communicating
with each other in a way they never could before. While this new
technology is fast, efficient and convenient, one may begin to wonder
if the presence of such convenience is taking away from face-to-face
communication. As communication students, we wanted to find out
if CMC has begun to replace other important means of communication.
Are younger generations, which were born into a very computer-literate
world, talking less face-to-face? Do people feel that CMC lacks
important elements of face-to-face communication? By our own survey
analysis, which we compared to previous research that has been done
on this issue, we came to find that people are not talking less
in person but are in fact communicating more over all. The convenience
of the internet doesn't seem to have replaced other forms of communicating.
As a society, we are communicating with one another more than ever,
and there are certain values of interpersonal communication that
will never change.
GENDER STEREOTYPING
AND POPULAR PRESS: COSMO AND MAXIM
Kelly L. Koppenhafer (Dr. Jessica Gisclair), School of Communications.
Magazines and periodicals are very prominent and popular mediums,
especially for the college-aged demographic. Two of the most popular
gender-specific magazines geared specifically towards college students
are Maxim and Cosmopolitan. Through the sexual material these periodicals
include, gender stereotypes about men and women's interests are
formed, which are not entirely accurate. The stereotypical image
of college males is that they are only interested in women, sex,
alcohol, gadgets and sports. For females, women are seemingly also
interested in sex, relationships, fashion, gossip and self-sufficiency.
Popular press magazines like Cosmopolitan and Maxim uphold and extend
gender stereotyping to promote their products to their target audiences.
Two focus groups were conducted and a content analysis of both periodicals
was done. The front covers and centerfold spreads were compared
and critiqued from three months of Cosmopolitan and Maxim. Two males
and two females, one of each gender an avid reader of their gender
specific magazine, the other one a non-reader, participated in the
focus groups. Both magazines are sexually exploitative and degrading
to women and the primary product being sold is sex, which is evident
through how the magazines are marketed. Men are more visually oriented,
so Maxim contained mostly images and not articles. Cosmopolitan,
however, presented the same material and stereotypical sexual image
through text. This study examines the one-dimensional stereotypes
presented and upheld about both genders through these periodicals.
ALL THE
STAGE IS A WORLD FOR SOME: A STUDY OF AWARENESS AND INTEREST IN
ALAMANCE CHILDREN'S THEATRE
Colleen S. Koski, Sara S. Hodges and Mariah E. Lietz (Dr. Kelli
Burns), School of Communications. Although Alamance Children's Theatre
(ACT) finds enough children to fill the roles in its productions,
the organization is interested in expanding the pool of children
who audition for roles. The value in increasing the pool of participants
is to the children themselves, rather than the organization. A study
by the Arts Education Partnership (2002) showed a positive correlation
between participation in the arts and critical-thinking abilities
and performance in school. The purpose of this study was to determine
the awareness, interest, and feasibility among both children and
their parents in having their child participate in ACT. To understand
these issues among children, a focus group was conducted with students
at two local middle schools: Broadview Middle School and Southern
Alamance Middle School. A total of eight arts-oriented students
were selected by teachers at these two schools to participate in
an hour-long discussion. Although the focus group results did not
support some of the hypothesized feasibility issues (i.e., transportation
and cost), the results indicated that students lacked awareness
and interest in the organization. The results suggested ways to
make children more aware of the organization and more interested,
with the main reason being the type of production. To answer these
same questions for parents, a survey of 42 Elon University employees
with a middle-school aged child was conducted. While only 19 percent
of respondents had a child who had previously participated in ACT,
the majority of parents (66 percent) were aware of ACT and almost
half (44 percent) thought that their child would be interested in
participating in an upcoming production ACT. Transportation and
cost issues were not a problem for this group as 62 percent considered
themselves likely to be able to provide transportation and 81 percent
considered themselves likely to be able to pay the participation
fee.
BET v. CBS?
RACIAL DIFFERENCES IN NETWORK NEWS PRESENTATION
Ellen B. Lawton, Amanda L. Velluci and Nathan M. Ritz (Dr. Connie
Book), School of Communications. Black Entertainment Television
is a part of the revolution in emerging media services that seeks
to provide specialized content for niche groups of television viewers.
The BET program, BET Nightly News is the only national news program
that targets Black audiences. Using Agenda Setting Theory as a guide,
a content analysis of a month of news programming that aired on
BET Nightly News and CBS Evening News was conducted in order to
better understand how the two programs compared. In all, 941 elements
of programming were coded. Several units of analysis were examined,
such as, story topic, position in newscast, news slant present,
racial composition of the newscasts and advertising content of the
newscasts. Significant differences between BET Nightly News and
CBS Evening News were discovered, such as how stories were positioned
in the newscast, slant related to racially related news stories,
topics of stories selected for coverage and the race of those selected
as interviewees. BET Nightly News and CBS Evening News are owned
by the same parent company, Viacom, and produced in the same location
so the data also presents interesting findings related to how resources
were shared.
"SHOW
ME ST. LOUIS":A CASE STUDY IN LOCAL BROADCASTING
Ellen B. Lawton (Dr. Connie Book), School of Communications. The
essential question addressed by this research is the need and want
for local news in television programming. As the media market becomes
more concentrated, local news programming has suffered and even
been eliminated in some markets. Show Me St. Louis is a unique,
local program that airs in its market at 3 p.m. The show is designed
to reach younger viewers, stay at home mothers ages 18-34. No similar
show exists in the United States. Using case study methodology,
an analysis of the program's content and production was conducted.
This research is important because it allows a deeper understanding
of how and when local programming is successful and demonstrates
the importance of localism in an increasingly concentrated media
landscape. Thirteen episodes of Show Me St. Louis were coded by
topic of story, advertisements appearing during the show and position
of story. On-site interviews were conducted at the station with
administrators of the program, such as local producers and the show's
webmaster. The data found that the show was successful in providing
an outlet for local advertising with 66 percent of the commercial
slots sold to local retailers. Additionally, the program provided
34 percent of its commercial time to promote other programming airing
on the station, such as the 6 p.m. news. The show's content focused
on local features, upcoming events and featured a daily spot with
three local non-profit organizations in the viewing area. These
important functions of community building demonstrated the value
of local television.
IMAGINING
THE INTERNET: A RETROSPECTIVE STUDY
Brandi W. Little and Shavanna N. Jagrup (Professor Janna Anderson),
School of Communications. This content study documents the expectations
of stakeholders and skeptics in the boom days of the Internet, from
1990 to 1995. What was everyone saying about the future of this
new communications tool? With every new medium of communication
it is important to reflect back on what the early pioneers foresaw
for the future. By analyzing their predictions, we can examine whether
or not the Internet has: reached, surpassed, or failed to meet the
early pioneers' expectations. A great number of the written texts,
speeches, and broadcast materials of the early 1990s were studied
in the extraction and categorization of more than 4,000 predictions
about the future of the Internet. Internet predictions were categorized
based on several topics including culture, global relations, politics,
economic structures, information infrastructure, and communications.
Predictions varied in their outlook of the Internet. Some predictions
warned of negative effects on culture, while others predicted bold,
new ideas for the emerging technology. Definitive conclusions cannot
be drawn from the 4,000 predictions because of the continuous evolution
of the Internet. However, the predictions database will be a vital
tool for researchers, professors and students when studying the
impact of the Internet in the years to come.
AN EXAMINATION
OF THE WOMEN FEATURED IN BROADCASTING AND CABLE'S "FIFTH ESTATER"
1993-2003
Brandi W. Little (Dr. Connie Book), School of Communications. Broadcasting
and Cable is one of the top trade magazines for the broadcasting
industry. The magazine's "Fifth Estater" column is a highlight
of this publication. The magazine recognizes a professional for
their contribution to the field of broadcasting or cable. After
reading various issues of this magazine, it is apparent that women
are an uncommon commodity among those selected by the editors of
Broadcasting and Cable. A systematic examination of the men and
women profiled by the editors of Broadcasting and Cable in the "Fifth
Estater" is being conducted in order to determine how often women
are recognized for their achievement in the industry and how they
differ from their male counterparts. Understanding framing theory
helps to better understand the significant role Broadcasting and
Cable has in shaping attitudes toward women in the industry. Framing
involves selection and salience (Entman, 1993). In the case of Broadcasting
and Cable's, "Fifth Estater," the column serves as a frame in that
the communicator (the magazine's editorial staff) has dedicated
a page within the magazine to showcase a notable person within the
industry. This frame is repeated weekly, 51 Mondays a year, creating
salience among readers so that the notion of importance as related
in the "Fifth Estater" creates an impression difficult
to combat. A ten year study of the "Fifth Estater" is
being conducted for the purposes of this research project (1993-2003).
The "Fifth Estater" offers a variety of information including:
sex, race, birth year, current title, where employed, and other
facts. This information is being coded numerically and utilized
in a content analysis. Research questions including: what percentage
of people profiled in the "Fifth Estater" are women and
how do women compare demographically to their male counterparts
will be answered based on the data collected. Preliminary findings
reveal that ten years ago few women were being recognized for their
achievements in the broadcasting industry. Fortunately, in more
recent years an increase in recognition of females within the industry
has occurred. Findings indicate that women are taking vital steps
towards earning top-level management positions however; the lack
of women in upper management should still be a top concern.
POPULARITY
OF FEMALE SURFING AND THE INFLUENCE OF MODERN SURF CULTURE ON CLOTHES,
STYLES, AND TRENDS
Alison M. O'Hara (Dr. Jessica Gisclair), School of Communications.
Female surfing today has changed media and culture. Surfing has
created a booming industry. The emergence of the women surf market
has shown great authority and potential, and has created a global
cultural tsunami. Starting with Blue Crush and Surf Girls, viewers
have been given a close look at the unknown culture of surfing and
the aggressive world of competition. Through these shows and movies,
surf brands were able to extend their young adult brand by tapping
into the world and lifestyle of surfing. This research examines
how modern surf culture has influenced the sport of surfing as well
as its clothes, styles, and trends. Through focus groups, this research
investigates the popularity of surfing clothes and styles among
women, the possible affect this trend has had on the surf industry,
and the potential for further expansion of the surfing industry.
This research shows that surfing was never lost to the most die-hard
enthusiasts; rather surfing has evolved from the "Beach Boys"
era to the modern-day surf culture.
AN ANALYSIS
OF BRAND LOYALTY IN NASCAR
Mary A. Randall (Dr. Jessica Gisclair), School of Communications.
The transition of the National Association for Stock Car Auto Racing
from a Southeastern-based sport to a major national spectator sport,
ranked second behind the National Football League, caught many members
of the business world by surprise (FAN-tastic, 2002). One aspect
of the sport that has particularly intrigued many corporate executives
is the high level of brand loyalty that NASCAR fans demonstrate.
This study examines the level of brand loyalty among NASCAR fans
and the possible reasons for this behavior. A survey of a group
of NASCAR fans was conducted to determine the impact of the number
of years as a fan on the level of brand loyalty and also to ascertain
the predominant reason for the high level of brand loyalty in NASCAR.
The results indicate that the longer a person has been a NASCAR
fan, the higher their level of brand loyalty is. They are also more
likely to purchase a product solely because it is affiliated with
NASCAR and they are more likely to buy a product that is NASCAR-affiliated
than a product that is not. The results also reveal that the main
reason for brand loyalty among NASCAR fans is to support their favorite
driver/team. These findings are congruent with previous academic
studies and popular press surveys.
KPFA RADIO
AND POST-WORLD WAR II AMERICA: THE RISE OF AN ALTERNATIVE VOICE
DURING TROUBLING TIMES
Keren R. Rivas (Dr. Harlen Makemson), School of Communications.
Journalists have continually questioned their precise role in society.
A look throughout history reveals that the definition of the role
of journalists has gone through several metamorphoses (Walter Lippmann,
1922, "Public Opinion"; The Commission on Freedom of the
Press, 1947, "A Free and Responsible Press"). In an effort
to understand the reasons behind these adaptations, this research
takes a closer look at the factors that made possible the emergence
of alternative radio KPFA during the late 1940s. Not only was KPFA
a pioneer in listener-supported radio, but also a rare voice of
dissent in the early Cold War era. Guiding the research was the
following question: What impact does significant social and political
unrest have on the development of new ideas about the proper role
of journalists? This study argues that KPFA radio developed an activist
voice as a response to the effervescent social and political conditions
brought about by World War II. Using historical research methods,
the study analyzes primary source documents (newspaper articles
and writings by media professionals) that discuss the sociopolitical
conditions of the time and the motivations of the founders of the
organization. On a larger scale, this research establishes that
the pivotal factors behind the constant redefinition of the role
of journalists are social unrest and political dominance.
AIDS IN
THE MEDIA: ARE JOURNALISTS COVERING THE RIGHT ANGLES?
Adam B. Smith (Dr. Brooke Barnett), School of Communications. There
are more than 42 million people living with HIV/AIDS worldwide.
The number of new infections is growing at rapid rates, without
any signs of slowing down. The disease does not discriminate; race,
nationality, and sexual orientation does not matter. What can be
done to stop this? As a tool to serve the public interest, the media
could be a major player in the fight to end the epidemic. However,
are the media covering the angles that best fit this public interest?
To find the answer, those entrenched in the epidemic (activists,
case managers, those infected, infectious disease specialists) must
be asked what they feel the ideal coverage would be. Interviews
will be conducted with these a wide variety of people working in
or dealing with HIV/AIDS from various geographical locations. After
the interviews are complete, patterns and trends will be noted.
Finally, a complete look at the ideal coverage will come from the
topics that these men and women deem the most important and the
ways that they feel they would be best covered. This research is
beneficial in that it gives the media a better understanding of
the epidemic and how they can play a role in stopping it.
FROM PATRIOT
TO ACTIVIST: MEDIA FRAMING OF VIETNAM VETERAN RON KOVIC AND THE
UNCOMFORTABLE ISSUES OF A CONTESTED WAR
Dorothy E. Stevenson (Dr. Harlen Makemson), School of Communications.
Vietnam veterans are like no other in American history. Sent to
fight in a war the American public did not support or understand,
soldiers became imprisoned by the duty of serving their country.
Ron Kovic left for Vietnam as a patriotic American soldier, but
he did not return as the hero he had envisioned. In fact, Kovic
came home paralyzed from the chest down and angry at what was happening
in Vietnam. In 1976, Kovic authored Born on the Fourth of July,
a graphic and controversial account of his experience during and
after the Vietnam War. This research examines the role media commentary
and coverage of Ron Kovic and his book played in bringing forth
issues of the war that remained unpleasant for many Americans. This
study analyzes coverage of Kovic through the prism of media framing
theory, which proposes that news organizations "call attention
to some aspects of reality while obscuring other elements, which
might lead audiences to have different reactions" (Entman,
1993). The research analyzes articles about Kovic, as well as book
reviews of Born on the Fourth of July, in The New York Times, The
Washington Post, and Newsweek from 1974 to 1978. In order to analyze
how the media played a role in labeling and framing Kovic, the study
included coverage of his anti-war activities before, during and
after his book's publication. The articles in this study indicate
that Ron Kovic was often considered a bitter and angry veteran willing
to do whatever it took to bring awareness to his suffering. However,
in the larger spectrum, he became an idol to disillusioned veterans,
a fear to political officials, and a face for the Veterans' Movement.
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