Published by the School of Communications, Elon University
This issue has nine manuscripts covering a wide gamut of topics: advertising, media bias, cyber space activities, crisis management, and film authorship.
In his paper, “ A Case Study on Film Authorship: Exploring the Theoretical and Practical Sides in Film Production,” David Tredge explored film theories to find the authorship of films and applied his findings to two feature films. Jacob Selzer used a crisis communications as a lens through which he analyzed how three high profile college football players tried to restore their tarnished images following scandals. Using the case study method, his paper, “Pay for Play: Analysis of the Image Restoration Strategies of High Profile College Athletes,” found a variety of strategies that the athletes adopted.
In his paper, “Evolution of the Gaming Experience,” Nathan Edge adopted uses and gratifications theory as the analysis frame of his research. He found individuals are actively seeking out new media content that coincides with their interests. He applied this frame to the eSports industry in his secondary research. One student got a research idea from the fact that a significant portion of Elon students (72%) study abroad before graduating. In her study of “Constantly Connected,” Sarah Woolley examined the impact of mobile devices on the study abroad experience, especially through social media. She found that technology brings students convenience in communication and easy access to information, but it also has a negative impact, such as when students spend time “documenting an experience for the Internet instead of fully appreciating the moment as it happens abroad.”
Daniel Quackenbush’s research on public perceptions of media bias during the 2012 Presidential Election suggests that the public perception of a liberal media bias is not related to any blatant compromises of professional integrity by American journalists. Rather, his meta-analysis of 2012 electoral coverage pattern suggests an overwhelming conservative media bias. In her study, “The Construction of Southern Identity Through Reality TV,” Ariel Miller focused on the portrayal of American southerners in TV reality shows. Her research led her to conclude that three networks were pressured to entertain audiences by portraying southern individuals as unintelligent, crude, violent and engaging in unhealthy behavior.
Lindsay Richards’ study, “Examining Green Advertising and Its Impact on Consumer Skepticism and Purchasing Patterns,” found that environmental enthusiasts are generally more skeptical of green advertisements than others. She also found the health benefits of green products are a big motivator for purchasing patterns, along with their price. Based on an analysis of 590 advertisements in three women’s interest magazines, Kelly Beane found that the top three product categories advertised were food and drink, personal care, and laundry and household products. The most frequently used appeals were performance, availability, and components/contents. Another study on ads was done by Leigh Burgess: “Testing the Appeals of Feminist Ideologies in Female Athletic Advertising.” Her focus group study revealed that women’s ad preferences were based their lifestyle. Among Generation Y female athletes, the lower-impact athletes preferred the ads that portray active lifestyles but still appeal to their feminine characteristics, while the higher-impact athletes preferred ads that show women in action and highlight the performance-based benefits of a product.
-- Elon Journal editor Dr. Byung Lee