Fall 2022

“Law and order” has been a GOP catchphrase since the early 1960s but was popularized by Richard Nixon in 1968. In a carefully crafted presidential campaign centered on the use of television, Nixon adopted and normalized the term “law and order.” An employment of dog whistle racism, the phrase implicitly refers to law enforcement but suggests to a targeted audience of conservative, White voters that crime and violence is the fault of Black Americans. The goal of this study was to understand how Nixon used video production elements to augment his language surrounding dog whistle racism. The research used sociolinguistic analysis, a qualitative method of examining media, and is further situated in the method of videostyle framing. Adopting and modifying Johnston and Kaid’s (2006) videostyle framing system, this research analyzed the verbal, nonverbal, and production components of Nixon’s television spots. Ads that referenced law and order, even indirectly, displayed tones of “toughness” and “aggression,” rather than positive ideals like “charisma” and “optimism.” This research contextualizes the current applications of dog whistle racism in modern political communications. Mentor: Harlen Makemson

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The messaging surrounding menstruation has long incorporated misconceptions that are often inaccurate, insensitive, and bordering on absurd. This research seeks to define and better understand period stigmatization and how advertising for menstrual products contributes to it. This study analyzes past literature on the history of menstrual advertising, social perceptions of menstruation, and how women perceive themselves while menstruating. Then, this article examines the role of menstrual advertising in perpetuating social stigma surrounding periods by analyzing current social media ads. A contextual analysis of five of the most popular period product brands in 2022 finds that period advertising is adapting and changing in the modern world and embracing a more progressive tone as it shifts away from gender stereotypes, false ideas of femininity, and themes of shame from its past. Mentor: Laura Lacy

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The use of Twitter has become almost universal in political campaigns because the platform allows candidates to communicate directly with potential voters. As part of this shift in the political media environment, this study conducted a qualitative content analysis of the Twitter comments of four U.S. Senate candidates to examine how the candidates used Twitter to campaign. The results show that candidates most frequently used Twitter for non-issue-related communication, namely, to request donations, provide updates about campaign events, and urge supporters to vote. The study also found that negative messages played a large role in candidates’ Twitter communication. Lastly, the two Republican candidates used Twitter to frame the election as having radical consequences for the future of the country. Mentor: Jane O’Boyle

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Saturday Night Live has long served as a societal mirror that captures and creates popular culture. In recent years, the show has been criticized for its lack of diverse hosts, cast and staff. Out of 930 episodes, only seven have been hosted by an Asian host, four of whom identify as Chinese. This research examined those four episodes through quantitative analysis, finding that the qualities of each of the hosts’ characters range from just below neutral to moderately positive. The use of stereotypes and satirical racial humor varied. Jackie Chan and Lucy Liu’s episodes had the highest concentration of both overt and covert stereotypes, while Awkwafina had a similar number with a lower concentration. The infrequency of Chinese representation on the show is both a social issue and a barrier to research, and a small sample size does not allow for definitive conclusions to be drawn. Rather, this research paints a picture of how the four Chinese hosts are portrayed on SNL as influenced by their own unique identities and the year of their appearance. Mentor: Kenn Gaither

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Following the Russian invasion of Ukraine, the act of war was covered extensively by global media outlets, delving into how the conflict might affect diplomacy, economics, and national security. This article examines how the New York Times and international newspapers framed Russia’s war with Ukraine in 2022, specifically the initial invasion and the first two weeks of the conflict. This study looked at headlines and lead paragraphs from almost 100 articles published by the New York Times and on the International Newsstream database of non-U.S. newspapers. The study found that the New York Times had more headlines with an economic focus, while the International Newsstream articles had more headlines that focused on the military. Additional themes of internal politics were prevalent in the New York Times, with many headlines referencing rising gas prices and the response of individual politicians. The discussion helps put in context the prominent journalistic themes during the first weeks of the war. Mentor: Harlen Makemson

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Nearly four out of ten working women in the United States report being discriminated against at work due to their gender. Data and media analytics is a male-dominated sector, with women accounting for less than 17 percent of all employment in data and analytics. It is important to understand gender-based impediments in this field and how women have overcome them. Through the lens of feminist standpoint theory, this study examines qualitative data from five in-depth interviews conducted with women working in the field of data and media analytics. The analysis yielded two primary findings: the usage of derogatory adjectives towards women in the profession, and a heavy focus on the conception of motherhood, thereby restricting women’s purpose in life and employment. This study investigates approaches to prevent and combat gender discrimination going forward. Mentor: Harlen Makemson

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The beer industry has taken advantage of television advertising for decades, reaching millions with attempts to one-up their many competitors. More recently, alcoholic “hard seltzer” advertising targets traditional beer consumers while also tapping into new demographics. This study examines a sample of television advertisements from Bud Light and Coors Light beers as well as White Claw and Bud Light Seltzers from 2016 to 2022. This qualitative content analysis compares gender portrayals in beer and hard seltzer commercials, a topic that has not previously been studied academically. Results find that traditional, stereotypical gender archetypes continue to apply, particularly in beer commercials. Meanwhile, seltzer ads are more likely to show men and women doing the same activities, and women buying products, therefore driving the plot. Mentor: Jessalyn Strauss

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