Magister Artium - MA / This research uses the Systemic Functional Linguistics (SFL) approach, more specifically, the appraisal theory to analyse the online message postings by fans of the popular music artist, Beyoncé Knowles. Through their online writings, insight into their evaluative discourses is gained. This research focuses on the emotional, judgemental and evaluative stance in their writings, especially; the linguistic choices that the online fans use in order to convey their attitudes: appreciation and judgement and affect towards Knowles. In order to do such an analysis, the study considers the different Systemic Functional Linguistic (SFL) levels of meaning (interpersonal, textual and experiential metafunctions). Several questions become pertinent: What kinds of interpersonal relations and identities are implicated on the message boards? (Interpersonal metafunction). How are these expressed textually? (Textual metafunction). What kinds of experiences/fields are implicated in the messages? (Experiential metafunction). The research concludes that in terms of identity, fans tend to latch onto a Hip-Hop culture in order to create and maintain a connection to Knowles. Fans display this linguistically by writing certain words out phonetically as they would be pronounced orally. Gender boundaries are transgressed irrespective of the fans' gender. Posts also demonstrate colourful expressive responses in relation to Knowles. Whether the fan is male or female, both feel comfortable in using emotive language to demonstrate the impact which she has on their lives. In terms of appreciation fans tend to express that she has inspired and changed their lives. Attitudes explored demonstrated that a number of Knowles' fans hold positive viewpoints and therefore they would align themselves positively towards her. The element of judgement was explored from different perspectives in relation to Knowles. One, being a website which suggested that Knowles had undergone an evil transformation. For evidence, these fans used her lyrics, gestures and images selectively as a way to "prove" their arguments. As a contribution to knowledge, this research is useful in the sense that when individuals log online and leave their posts on message boards, they do not always realise the impact of the message that they leave behind. Using SFL and the appraisal theory, one is able to establish the attitudes: judgements, appreciation and affect individuals hold towards a particular topic or person (in this case towards Knowles). Through linguistically analysing message boards, one is able to connect individuals to possible identity options. In essence, the letters and words which individuals have strung together create a greater picture than what was possibly intended. Linguistically, it opens more avenues for exploration.

This study examines the relationship between television shows and their corresponding websites featuring interactive message boards looking at the motivations and gratifications that users cited as reasons for being connected to a program. Information found provides knowledge on why viewers are drawn to TV, and what rewards they gain from the actions they perform beyond viewing the show. Specifically, this study examines if viewing a television show and discussing it on an online message board created the gratification of a greater sense of emotional attachment with the show, and if this sense of heightened emotional connection encouraged the board user to take action or become involved in some other manner other than just viewing TV. A survey featuring Likert Scale and free response options in reference to the participants' television viewing and Internet usage habits was distributed to undergraduate students at the University of Central Florida, and also to the general population with an Internet survey. Information gained from this study will aid television producers and creators to better understand the habits of their message board audiences, and what actions could be taken to entice more viewers to view extra content in relation to the TV show, and how to get users to be more interactive with their product. By providing information about message boards' abilities to encourage emotion and action, more satisfying content can be created by the producers, and the users can gain a greater understanding of their media consumption.

Fantasy sport participation is an online activity consuming the time, energy, and devotion of many sport followers. This activity provides participants a unique way to experience sport aside from simply viewing, listening, or following a sporting contest. Fantasy sport users present marketers and advertisers with a distinct type of sport fan, segmentation strategy, and target market. These users experience sport beyond wins, losses, and championships. They view statistics as fantasy points, individual players as products, and injury reports as team-altering news. These users see sport through a different lens. The purpose of this research is to gain familiarity with the fantasy sport user by developing an understanding of the motivations behind fantasy sport participation and examining factors associated with participation in fantasy sport; specifically involving media use, message board use, sport participation, overall satisfaction, and future intentions. Data was collected through the use of mixed methods consisting of qualitative online focus groups and quantitative questionnaires. The findings of the focus groups revealed four major themes associated with the participation and experience of fantasy sport. The themes were Competition, Socializing, Surveillance, and Ownership. These findings assisted in (1) validating past and current research, (2) developing and altering scale items for the quantitative questionnaire, and (3) providing deeper understanding of the fantasy sport experience. The major results of the quantitative questionnaire indicated top fantasy sport motivating factors as Fanship, Competition, and Social Sport with the lowest factors as Fan Expression, Ownership, and Escape. The factors with the highest significant relationship with overall satisfaction in the activity were Competition, Achievement, and Surveillance. The factors with the highest significant relationship with future intentions were Competition and Camaraderie. Other findings revealed no significant difference in motivations between different levels of sport participation and message board use. Message board use did, however, produce significant differences favoring higher overall satisfaction and future intentions for those using message boards. Other results examine (1) media use and fantasy sport participation and (2) Mavenism and Schwabism and its relationship to fantasy sport motivations, overall satisfaction, and future intentions.

Previous research on cosmetic surgery and teenage girls is limited and fails to provide information regarding how teenage girls construct these procedures. A social constructionist approach informed by a discursive psychology methodology was used to study how teenage girls and message board respondents construct cosmetic surgery through the language they use and the social actions performed through their talk. I analyzed questions posted by teenage girls between the ages of 13 to 19 on online message boards, as well as responses to these questions posted by other message board users. Social actions identified in the teenage girls talk included: advice and information seeking, approval seeking, and justification of cosmetic surgery. Social actions identified in the respondents talk included: provision of advice and information, warning, approval, disapproval, criticism and judgement, reassurance, empathy, encouragement, and support. In general, teenage girls constructed cosmetic surgery as a way for them to feel better about themselves, as a way for them to feel better about the body part they were seeking surgery for, and as a way for them to fit in and be accepted by others. The results of this study are discussed in relation to the existing research on teenage girls and cosmetic surgery, Daviss (1995) feminist perspective on cosmetic surgery, Fredrickson and Robertss (1997) objectification theory, and embodiment. Implications for teenage girls, parents of teenage girls, physicians, and psychologists are also discussed, and recommendations for future research are suggested.

Previous research on cosmetic surgery and teenage girls is limited and fails to provide information regarding how teenage girls construct these procedures. A social constructionist approach informed by a discursive psychology methodology was used to study how teenage girls and message board respondents construct cosmetic surgery through the language they use and the social actions performed through their talk. I analyzed questions posted by teenage girls between the ages of 13 to 19 on online message boards, as well as responses to these questions posted by other message board users. Social actions identified in the teenage girls talk included: advice and information seeking, approval seeking, and justification of cosmetic surgery. Social actions identified in the respondents talk included: provision of advice and information, warning, approval, disapproval, criticism and judgement, reassurance, empathy, encouragement, and support. In general, teenage girls constructed cosmetic surgery as a way for them to feel better about themselves, as a way for them to feel better about the body part they were seeking surgery for, and as a way for them to fit in and be accepted by others. The results of this study are discussed in relation to the existing research on teenage girls and cosmetic surgery, Daviss (1995) feminist perspective on cosmetic surgery, Fredrickson and Robertss (1997) objectification theory, and embodiment. Implications for teenage girls, parents of teenage girls, physicians, and psychologists are also discussed, and recommendations for future research are suggested.

The experience of a pelvic exam or Pap smear is something that, while necessary to maintain reproductive health, can be fraught with difficulty for women. Ouj, Igberase, Exe, and Ejikeme (2011) note that “[m]ost women feel a level of discomfort or pain and for some it is embarrassing, dehumanizing, degrading and associated with fear, anxiety and apprehension” (p. 637). However, little recent research has focused on the specific communication surrounding reproductive care for young women. The Internet is a common place for young people to seek health information, understand their own health risks, and seek social support from others. The current study utilizes information gleaned from the archives of an internet message board and sexual education website to examine the way that young women communicate about reproductive health care, risk, and social support with experts and peers in the online community. Results indicate that young women request, seek, and receive several different types of social support in the online community. Further, themes illuminate the complex nature of women’s concerns about potential risk and reproductive care.

The Internet provides many sources of financial information that investors can use to help with investment decisions and in interpreting companies' accounting information. One source of information is Internet stock message boards such as those at Yahoo! Finance. This source allows for anonymous postings and information exchange. Despite the possibility of the information being incorrect many individuals visit these message boards. The purpose of this study is to investigate Internet stock message boards and address the primary question: From an individual investor perspective, do message boards, which contain accounting information, influence investment decisions? The question is addressed using psychology rumor literature and attitude theories. Message board postings are a type of rumor, since not all the information is verified and is usually intended to persuade a belief or influence a decision. Further, the messages may influence an investor by causing a change in attitude about the investment. Using an experiment, message board influence on an investment decision and attitude was tested. The results indicated that individuals that received negative message board postings did have a significantly higher change in investment amount as compared to a control group that did not receive any message postings. The positive message board group and the control group were not significantly different in their amount of investment change. The results of the study also show that message board postings influenced attitude, those that received negative (positive) postings had a negative (positive) attitude about the investment. It was further found that those with a negative (positive) attitude decreased (increased) their investment. Finally, contrary to expectations, investment experience did not lead to an individual being less influenced by message board postings. This study contributes to the accounting literature by investigating an additional source of Internet financial reporting that may or may not contain correct information. The SEC is concerned over the manipulative opportunities that are available within these message boards and many investors are exploring these new sources of information instead of relying on traditional accounting information. This study finds that negative postings have an influence on investment decision and possibly should be investigated as manipulative techniques.

What happens when an online community moves to a real space? Take the case of Anonymous. For several years now, this, loosely connected, entirely internet based group has been known for online pranks and griefing, often being labeled by the media as "hackers on steroids" or "the Internet Hate Machine". However, recently a significant portion of the group has taken up the cause of protesting what it sees as criminal injustices of the Church of Scientology. This move into the real world sparked various discussions which are relevant for online communities as a whole. What negotiations, compromises, and changes took place in order to move into the real world space? In what ways has the group succeeded (or failed) in maintaining the momentum needed for long term real-world protest and what can other online communities gain from this history?

The purpose of this study was to determine whether the Dove Campaign for Real Beauty could be used to effectively expand the media-narrowed definition of beauty. This study focused on the Onslaught video and corresponding message board. The sample included 119 posts written by 85 different message board users. Both a descriptive and interpretive content analysis based on reception analysis was used to deconstruct the message posters' interpretation and construction of individual beauty. The posters used the board primarily to express themselves, attach blame to the media and arrive at consensus. Overall, the users responded positively to the campaign. Twenty themes emerged from the posts, with the most prevalent attaching blame to the media for societal problems. The findings of this study suggest that Dove effectively created an online community where women could find a voice to express themselves and share experiences. More importantly, Dove initiated a public discussion that is a preliminary step in changing social norms. As such, the campaign should be viewed as having been effective.