Master of Science / Department of Journalism and Mass Communications / Hyunseung Jin / With regards to the third-person effect, the purpose of this paper is to answer the fundamental question ‘who are others?’ when assessing the perceived effects of anti-tobacco advertising and cigarette advertising. The particular interest in this study is investigation of the underlying mechanism of the third-person effect between non-smokers and smokers by applying the social comparison theory to the third-person effect. Findings indicate that, in terms of overall third-person effect judgments, people are inclined to consider as others those persons sharing similar demographic characteristics including gender, race, and age. However, in terms of smoking status, people have a tendency to contrast themselves with other smokers rather than non-smokers, regardless of whether or not they themselves smoke. Moreover, the first-person effect toward an anti-tobacco advertisement was found amongst non-smokers, but it was not found amongst smokers. The magnitude of the third-person toward a cigarette-advertisement effect was greater among non-smokers than it was among smokers.

Master of Science / Department of Journalism & Mass Communications / Sam Mwangi / This study examines what function presidential candidate e-mail messages serve. Are messages being sent out most frequently as an acclaim, a defense, or an attack? Are these messages attempting to reach the undecided voter or mobilize the already-committed? Furthermore, are these messages getting into policy discussion? Taking into consideration the commonalities between presidential rhetoric and propaganda theory, a content analysis was conducted on 280 official campaign emails from the 2012 Romney and Obama Campaigns covering the span of September 16, 2012 to November 6, 2012. Specifically, this study investigates the prevalence of “acclaim” messages versus “attack” messages, compares messages dealing with character to those dealing with policy, codes messages as being either informational content, involvement and engagement, or mobilization, and analyzes the differences of messages sent by presidential candidates in 2012. In all, 82.6% of candidate e-mails were coded as an “acclaim” message, and the majority of candidate messages (59.1%) fell under “involvement and engagement”, meaning they requested an initial commitment be made by the recipient. Fifteen percent of messages were coded as being related to character, while policy messages made up 20% of all messages. Romney held an edge in overall number of “attack” messages sent out at 25%, compared to just 6.4% sent out by Obama. Results seem to suggest that persuasion of the undecided voter was not the purpose of presidential e-mail messages in the 2012 election.

Master of Science / Department of Journalism and Mass Communications / Sam Mwangi / From around the year 2006, the government of Kenya has committed substantial amounts of resources to build Information Communication Technologies (ICTs) around the country and in the education sector in particular, with the sole purpose of catalyzing education. This commitment has emanated from the need to increase access to education to the greater portion of the ever-growing nation’s primary and secondary school population. Some of the pressure to increase education access has also come from regional and international commitments to bodies such as the United Nations through the Millennium Development Goals (MDGs) and the New Partnership for Africa’s Development (NEPAD) through its e-school initiative. The news media have an important and potentially influential role in the discourse about the use of ICTs in education. While the news media rely on different sources for their news about ICTs and education, including politicians, central government ministers, and interest groups, policymakers, in turn, use the same media as a communication channel to relay their messages on education policy to the general public, education professionals and stakeholders. Having this symbiotic relationship between the media and its source(s) of e-learning news in mind, the purpose of this study is to examine the nature and content of the news media’s interest in e-learning and to begin to ask how it could have influenced public opinion or even the public policy-making process. Content analysis was used to audit news media content comprising 60 news articles taken from two leading online daily newspapers in Kenya. Findings from this study indicate that government officials were the most relied-upon sources of news about e-learning, while the theme of connectivity was the most discussed. The tone of the coverage was largely positive. Understanding the intersection between media coverage and e-learning ultimately enriches our understanding and knowledge of the power of journalists and news outlets in constructing the debate about educational technology. ICTs, with their efficacy in boosting education still being studied, a discussion is provided about the need for media coverage to encompass the viewpoints of all stakeholders in education and adopt a broad conceptualization of ICTs so as to have a balanced debate about ICTs and ICT projects in education.

Master of Science / Department of Journalism and Mass Communications / Nancy Muturi / The country of Uganda has an HIV rate of approximately 6.3% countrywide, but in northern Uganda rates have been significantly higher (UNAIDS, 2011). In northern Uganda, a region that has faced decades of war and conflict, 1.2 million people live with HIV. The Extended Parallel Process Model (EPPM) and Social Cognitive Theory (SCT) are used as the theoretical framework in examining how on the ground development practitioners create programming that is the most beneficial in behavior change. Both theories have been used extensively in the design and implementation of HIV/AIDS prevention programs. However, there tends to be little consistency among scholars on what types of behavior change approaches are the most effective, especially in those countries that are most impacted by the AIDS epidemic. The goal of this study was to examine the views of practitioners who work directly with recipients and identify some of the most effective strategies and messages tailored for Northern Uganda based on the EPPM and SCT. A qualitative approach was used in the study. A sample of current, or past long-term (at least two years working in the field) development practitioners from international agencies such as the United States Peace Corps, USAID, International Rescue Committee (IRC), among others. Data were gathered through in-depth interviews, which were conducted online due to geographic constraints of the interviewees, with selected participants currently scattered throughout the United States and sub-Saharan Africa. The study reports practitioners’ views on most effective communication strategies and messages based on experiences while working in northern Uganda. Some of the variables examined include the strategies for changing the belief systems of the population that curb the spread of the AIDS epidemic; self-efficacy strategies; and the nature and level of fear appeal appropriate for the Northern Ugandan situation; and their overall view. Findings of the study indicate respondents feel fear appeal messaging may be ill suited for use in Northern Uganda. Culture-centered approaches may be of best use during the transition from war to reconciliation. Results of the study will help to inform future HIV/AIDS prevention programs on best practices that are both theory and research based.

Master of Science / Department of Journalism and Mass Communications / Barbara DeSanto / This is an exploratory study looking at the communication channels used in the relationship between rural grocers and rural community members in four Kansas communities. The study is a continuation of research and efforts done by K-State’s Rural Grocery Initiative to help the sustainability of rural grocery stores. This study is looked at through the theoretical lens of uses and gratifications because of the identification of communication channels that satisfy users’ wants and needs. The study is qualitative, using individual interviews to gather data from rural grocers and rural community members. Eight communication channels are identified by the grocers and community members: onsite of grocery store, newspaper (published in a nearby community), mail, radio, website, word-of-mouth, email, and Facebook. The eight communication channels discussed in the study are identified as being beneficial, used, or both by rural grocers and rural community members. The information provided from the study offers suggestions for rural grocers to better reach community members to increase business, and thus increase sustainability in the community.

Master of Science / Department of Journalism and Mass Communications / Nancy Muturi / Collegiate student-athletes have been identified as an especially at-risk subgroup for heavy alcohol use as compared to the general college student population. Despite the intense physical demands required for athletic participation, national studies have found that intercollegiate athletes consumed more alcohol, engaged in more frequent heavy episodic drinking, and experienced more negative alcohol-related consequences as compared with non-athletes. A combination of structured open-ended and closed-ended questions was used in the current study. Data was collected from student-athletes across the United States through semi-structured, individual interviews informed by the theory of planned behavior (Ajzen, 1991) and its constructs (attitudes, subjective norms, and perceived behavioral control). Open coding was the chosen method for data analysis for the study. Codes, accompanied by descriptives, were organized into themes as they related to the research questions and the theory of planned behavior. Results show that nearly half (49%) of student-athletes report drinking five or more drinks in one-sitting, with the majority of student-athletes consuming alcohol only 1-2 times per week at parties. Student-athletes’ attitudes towards heavy drinking and alcohol outcome expectancies are apparent in two themes: sexual risk taking and athletic training justification. Many respondents expressed alcohol-drinking relationships with other student-athletes at their institution. The NCAA has recognized the importance of addressing alcohol related issues among collegiate athletes. However, the type of educational programming being assigned by the NCAA has been generally ineffective in reducing alcohol use of student-athletes. In fact, of the student-athletes surveyed in this study, the majority struggled with recalling NCAA alcohol prevention programs that they are familiar with—only 13% of student-athletes use alcohol prevention skills and tools taught by the NCAA or their athletic department to reduce alcohol consumption. Similarly, there is a belief among student-athletes that the NCAA is not doing enough to reduce alcohol use among student-athletes is exemplified by the fact that the majority (57%) gave the NCAA an F letter-grade for their current alcohol intervention and prevention strategies that are being taught to student-athletes. Although the NCAA requires student-athletes to participate in alcohol, tobacco and other drug education programming, only approximately 25% of student-athletes surveyed recalled viewing a NCAA drug and alcohol educational video or reading a brochure detailing the effect alcohol has on athletic performance at the beginning of the academic year. Furthermore, 85% of student-athletes reported that they were not informed of the counseling or alcohol treatment options that the NCAA provides.

Master of Science / Department of Journalism and Mass Communications / William J. Adams / Using focus group this study found that forms of computer-mediated communication combined play a positive role in the acculturation process of the international students from China, India, and the Republic of Korea. Participants from different cultures reached general agreements that computer, the Internet, and other computer-facilitated devices and services have become functional displacements to older media in their daily life in the United States. While mass communication promotes behavior, psychological, and sociocultural adaptations of the international students, interpersonal communication is still of central importance in acculturation process and outcomes. Findings suggested that computer-mediated communication could become a major key to the formation and perfection of a pluralist American society, because (1) the computerized mediums serve as both the host and native media, and (2) forms of computer-mediated communication facilitate the cooperation between subgroups and individuals in different social arenas in American life.

Master of Science / Department of Journalism and Mass Communications / Joye C. Gordon / As technology advances in social media, crisis management professionals and researchers are charged with revamping or discovering new communication tools to address the dissemination crisis information. Social media provides a platform for open conversations, community, and connectedness among individuals and permits anyone to become the source of information during a time of crisis. Crisis news can be shared and reshared among millions of people without the need of a professional source, such as a journalist. A crisis may disrupt social order to an organization’s reputation and legitimacy, but a crisis also provides an opportunity for growth or renewal. Previous literature has analyzed crisis communication affects on organizational reputation through cases studies; however, there is lack of analysis in using an experimental design. Through an experiment with 207 undergraduate students, this study empirically evaluates the dissemination of crisis communication through Twitter and its effect on organizational communication. Using McLuhan’s (1967) concept of the medium is the message, this study highlights past findings, explicates types of crises, and focuses on the medium as a variable (not content of response) of interest to provide groundwork for an experimental inquiry into how the medium itself (as opposed to message content) impacts the efficacy of organizational crisis responses. A 2x3 experimental design with two research conditions- types of crisis: (1) intentional and (2) unintentional and source types: (1) organization (2) journalist, and (3) friend was used in this study. An online questionnaire was administered through an online survey service to approximately 2,000 undergraduates. Participants were randomized in one of six conditions based on the type of crisis (unintentional and intentional) and the source (organization/journalist/friend) of the message and directed to read an unintentional or intentional press release. Findings indicated that the perception of responsibility is a valid factor to consider during a possible crisis. Overall, as the previous studies have concluded, the organization is perceived as responsible for the crisis.

Master of Science / Journalism and Mass Communications / Nancy W. Muturi / Kenyan society has seen problems with alcohol abuse and has seen many deaths related to illicitly brewed alcohol. A Kenyan government body, The National Authority for the Campaign Against Alcohol and Drug Abuse (NACADA), has done research about the problem, but very few outsiders have performed research in this area. This research seeks to study the problem from outside of the standard government framework while using a cultural approach. The purpose of this project is to document the alcohol abuse problem in Kenya, and what methods of mass communication, if any, could be used to help convey a solution to the problem. It is to provide a firsthand account of the alcohol abuse problem that plagues the East African nation in an effort to bring more and awareness to the situation. To document the situation, I interviewed several key cultural figures chosen based on their affiliation with the academic, religious, medial or cultural framework of Kenyan society. Each person was asked a serious of questions regarding the alcohol problem in Kenya, what could be done from their particular perspective, and how the media have and could influence the situation. The information gathered indicated that the alcohol problem is widespread in Kenya, that the people with alcohol problems tend to be men, and that the problem is multifaceted and very complex. Many factors contribute to the problem, such as idleness, poverty, unemployment, and more, and the problem affects many more people than just the people drinking the alcohol. The information gathered is meant to help provide suggestions to helping solve this problem in Kenya. Recommendations from this research will provide guidance for those who are trying to create media campaigns to combat alcohol abuse in Kenya.

According to the report of the Communications Committee of the Presbyterian Church of East Africa (P.C.E.A.) to the 15th General Assembly, the church is aware of the immensity of information, education and revelation that can be shared and disseminated through the print media in the church. 1 However, to effectively disseminate the Gospel through the print media requires some creativity and administrative initiatives in the national office and particularly in the division of Communications and Publishing. As an initiative proposal, this dissertation examines how the P.C.E.A. has used print media from the missionary period (early 1900) to the mid-1990s, and offers proposals for maximizing print media impact in church development and social transformation. This dissertation is the final stage and result of a Doctor of Ministry project study and research conducted in Kenya and the United States between 1993 and 1997. Four parts comprised of eight chapters compose the dissertation. Part I is the ministry setting, containing chapters One and Two. Chapter One is a brief description of the nation of Kenya in terms of geography, history and politics. It is the wider context of this project. Chapter Two introduces the Presbyterian Church of East Africa as the central setting of the project. The history, the organizational structure and theological stance of this church are here discussed. Part II is the main body of the dissertation. It is the ministry issue, and it is divided into Chapters Three and Four. Chapter Three contains the history of print media in the P.C.E.A., with some remarks on the early beginnings of print media in Europe. Chapter Four is a brief examination of biblical and theological basis for print media use. Part III is the project, containing Chapters Five and Six. Chapter Five includes a review of six key texts which have been helpful in this research. The texts are: Keeping Your Church Informed by Austin Brodie; 2 Let the People Know: A Media Handbook for Churches by Charles Austin;3 Communications Media in the Nigerian Church Today by Boniface Ntomchukwu;4 How to Publicize Church Activities by William J. Barrows, Jr.; 5 Communication for Development by Karl Lundstrom; 6 and Hope for Africa by G. Kinoti.7 This chapter also includes questionnaire responses from a cross section of participants in Kenya and America, including the P.C.E.A. ministers living in Atlanta at the time, and members of the International Class of First Presbyterian Church-Atlanta. Chapter Six includes interviews, briefs from some P.C.E.A. leaders, and workshop proceedings from the P.C.E.A. Nkoroi and Chuka churches and from First Presbyterian Church-Atlanta. Part IV is the project evaluation. This final part contains Chapters Seven and Eight. Chapter Seven discusses recommendations for possible implementation of the proposals or suggestions made in the dissertation. These primarily relate to finance, training and structural innovations and changes. Chapter Eight is the conclusion, restating the purpose of the project. It emphasizes questions of faith and the sense of urgency in doing whatever it takes to maximize the impact of print media in the P.C.E.A. for God's glory and the blessing of the church.