Published by the School of Communications, Elon University

The Journey Continues

Byung Lee

This issue has nine manuscripts covering a wide gamut of topics: film design production, the TV industry, Guerrilla advertising, content analysis of newspaper articles, sports teams’ tweets, Super Bowl advertisements, cell phone addiction and Saturday Night Live.

In her study on “Film Production Design: Case Study of The Great Gatsby,” Kelsey Egan found that design production is essential to transporting the audience to the time period the movie depicts. Her analysis showed that the movie excelled in reflecting the art decoration style, atmosphere and people in the 1920s that the movie portrayed. Nicole Chadwick interviewed 13 TV journalists to find out the impact of online and mobile technology on TV journalism. She found that web presence and mobile apps are getting more important in most cases, and the industry tries to license third party digital assets for its web sites as well as TV.

One study about advertising focused on the efficacy of guerrilla advertising campaigns on pubic health issues. Kendal Cinnamon invented a new scale to measure this efficacy based on emotional appeals, sensory involvement and environmental circumstances. She used this scale to measure the efficacy of three advertisements. Another study on advertising was conducted by Baron Smith: “Conveyance of Brand Identities and Portrayal of Minority Groups in 2013 Super Bowl Automobile Advertisements.” This qualitative content analysis concluded that the advertisements communicated clear brand identities through storytelling, but they contained stereotypical gender roles and sexualized or marginalized portrayals of women.

For her study on “Palestinian-Arab Media Frames and Stereotypes of the ‘Other’ Israeli-Jews,” Katy Steele content analyzed articles from three Palestinian media websites. The biggest frame she found out was the Israeli-Palestinian conflict that was defined in terms of land and territory disputes. New York City has many athletic teams. Through content analysis of tweets from two NFL and two NBA teams in the area, Jordan Johnston found that basketball teams issued more tweets than their football counterparts. The analysis also found that the NBA teams implemented excellent Twitter practices. In her study on music fans’ Twitter activities during the 2013 MTV VMAs, Kyrstin Wallach found that the topics of tweets converged, supporting Social Influence Network Theory.

For her study on “Students’ Cell Phone Addiction and Their Opinions,” Tessa Jones found in her field study that the need of self-gratification achieved through excessive cell phone use has negative psychological effects on college students. Jessica Leano did secondary research for her study on “The Agenda-Setting Power of Saturday Night Live.” Her conclusion was that Saturday Night Live influenced the 2008 presidential election through its satirical “news” coverage of Sarah Palin, raising the possibility that an entertainment program may influence viewers’ political beliefs.

In this issue, student authors used diverse methods, such as interviews, web story analysis, field observation, tweet analysis, and secondary research. I hope future students would do the same: effectively applying research skills they learned in class to the analysis of contemporary media issues.

-- Elon Journal editor Dr. Byung Lee