Published by the School of Communications, Elon University

Spring 2014 Issue

Download the PDF of the entire Spring 2014 Issue


Film Production Design: Case Study of The Great Gatsby

By Kelsey Egan

Film production design can effectively transport an audience to a different time period. This paper reviews scholarly articles on the evolution of production design and applies the findings to an analysis of the 2013 rendition of The Great Gatsby. Analysis showed that production design reflected an Art Deco style, the period of the 1920s, and the representation of characters in the film. Without the intricate and well-planned production design, the themes of the F. Scott Fitzgerald novel would not have resonated with the film’s audience. Faculty mentor: Dr. Don Grady


How Online and Mobile Technologies
are Changing Broadcast Journalism

By Nicole Chadwick

Online and mobile technologies have changed television journalism in the past decade. Interviews with 13 U.S. journalists found greater emphasis on web presence and mobile apps, the use of others’ digital assets, the use of the Internet and social networking to generate better stories, and more effort to reach out to younger audiences. Results of this study imply the need for journalists to learn new technologies, change daily work habits, and adapt to new job requirements in order to maintain job security and succeed in their career. Faculty mentor: Dr. David Copeland


The Efficacy of Guerrilla Advertising on Public Health Issues

By Kendal Cinnamon

Guerrilla advertising uses atypical tactics to achieve a goal. While businesses regularly employ the practice, its use has crossed over into non-commercial territory: the public health industry. The author created a measurement scale to measure three guerrilla-style public health advertisements. The study found that advertisements that incorporate a clear fear appeal and an enclosed environment received higher scores on the scale than those in a more-traditional presentation, resulting in a presumed higher impact, resonance and efficacy with the public. Faculty mentor: Dr. David Copeland


Brand Identities and Portrayal of Minority Groups
in 2013 Super Bowl Automobile Advertisements

By Baron Smith

The fact that brands have unique identities and personalities is well known through research. However, the extent to which a brand’s personality or identity manifest itself in advertising is less known. This study examined how brand identities were conveyed in 10 automotive advertisements that aired during the 2013 Super Bowl. A qualitative analysis revealed that the advertisements communicated clear brand identities through storytelling and contained stereotypical gender roles and sexualized or marginalized portrayals of women. Faculty mentor: Dr. David Copeland


Palestinian-Arab Media Frames and Stereotypes of Israeli-Jews

By Katy Steele

This study takes the pulse on the modern Israeli-Palestinian conflict by analyzing primary sources from online Palestinian news organizations. Thirty articles were selected including editorials and opinion and news analyses. "Land rights" emerged as the most prevalent topic, while "dominance," "inhumane," "military violence" and "true victim" were the leading frames. The Israeli-Palestinian conflict was largely defined in terms of land and territory. Stories sought to appeal to emotion and evoke sympathy in order to legitimize the Palestinians’ claim of victimization. Faculty mentor: Dr. David Copeland


Big Apple Kickoff vs. Tipoff: A Twitter Analysis

By Jordan Johnston

This paper examined the Twitter strategies used by two NFL teams (New York Jets and New York Giants) and two NBA teams (New York Knicks and Brooklyn Nets). It analyzed tweets posted one week prior to the start of the regular season and during games. Tweets were classified as engagement, information, team statistics, advertisements, player involvement and promotion. Results showed clear differences in Twitter strategies between the teams: The NBA teams posted about twice as many tweets as the NFL teams and implemented "best practices." Faculty mentor: Dr. Glenn Scott


Twitter Use about Artists during an Awards Show

By Kyrstin Wallach

Can Twitter be used in marketing an artist’s music during award shows? This research examined four artists at the 2013 MTV Video Music Awards (Robin Thicke, Justin Timberlake, Drake and Kanye West) who experienced a peak of references on Twitter during the show. Based on a content analysis of the tweets and secondary research, the study found that tweets converged toward the same topics, supporting the Social Influence Network Theory, and that the director’s filming directions during the show might influence the social media trends. Faculty mentor: Dr. Glenn Scott


Cell Phone Use while Walking across Campus:
An Observation and Survey

By Tessa Jones

The author conducted field observations of Elon student use of cell phones while walking on campus, along with an online survey. About 64 percent of observed students were interacting with their devices in one way or another. Nevertheless, the survey found that students believe that the need for self-gratification achieved through heavy cell phone use has negative psychological effects on them. Overall, the research imparts insight into the impact that cell phones have on student behavior and the potentially addictive world of technology. Faculty mentor: Dr. David Copeland


The Agenda-Setting Potential  of Saturday Night Live

By Jessica Leano

This study uses agenda-setting theory to explore the potential effects of the late-night comedy show Saturday Night Live in the political sphere. The literature suggests that satirical news segments and critical portrayals of politicians have a tangible effect on voter perceptions. In 2008, vice presidential nominee Sarah Palin’s favorability ratings dropped in sync with the program’s parodies that blended humor with truth. This study sheds light on the evolution of the show to include political satire with the potential to influence viewers’ political beliefs. Faculty mentor: Dr. George Padgett