The present study represents a content analysis of the efforts of real-world brands to facilitate parasocial interaction with their followers. The researcher examined these social media exchanges through the scope of parasocial interaction theory, uncertainty reduction theory, and social response theory. The researcher examined posts in mid to late August 2017 and utilized a code sheet to find confirmed parasocial interaction triggers by brands, and examples of parasocial interaction in the posts of those brands’ followers. The researcher looked to see if the utilization of previous research in controlled environments could provide the framework for studying the non-controlled conditions of a real social media page. He hypothesized that the brands he studied that properly utilized methods and triggers to facilitate parasocial interaction would in fact see higher rates of parasocial interaction. The data, while mostly not statistically significant does provide information that deserves further investigation.

Using 2 of Hofstede's cultural dimensions (power distance and uncertainty avoidance) associated by the research of Albers-Millers and Gelb with some of Pollay's value appeals used in advertising, this study successfully replicated 3 of 8 dependant relationships when analyzing the content of print magazines in U.S. and France. Going beyond the scope of a highly educated audience in which Hofstede's cultural dimensions were developed and retested, we indirectly found that these 2 dimensions of culture are partially salient in non-business, less elitist environments in the form of value appeals such as "dear", "untamed", "magic", and "youth" reinforcing the idea that cultural differences can sometimes be empirically tested by contrasting these appeals.

This study is a content analysis of media content in a 12-month time period in the lives of Jason Wu and Thom Browne, who were the designers of Michelle Obama’s outfit to the second presidential inauguration. In order to discover the increase in awareness and media coverage of these designers due to Michelle Obama’s fashion selection during the second inauguration, which brought about publicity, the researcher compared mentions, tone of stories, and framing of stories concerning these designers 6 months before and after the inauguration. Results indeed gave support to the hypothesis that mentions of these designers increased significantly after that pivotal event, that the mentions were more likely to include Michelle Obama, and that Wu received more mentions than Browne. However, support was not obtained for an increase in positive tone of stories after the inauguration.

The present content analysis was designed to identify the representation of female athletes in the media during the 2012 London Olympics. Coders analyzed 617 mentions of male and female athletes in order to determine the quantity and quality of coverage during the 2012 Olympics. The research mostly supported previous literature concerning the depiction of female athletes in the media, as the study revealed an imbalance in the quantity and quality of coverage of male and female athletes in newspapers. The frequency of mentions of female athletes was lower than the frequency of mentions of male athletes. Furthermore, female athletes were found to be more frequently associated with sexism than male athletes. The exploratory research revealed significant differences in the depiction of female athletes in Western and Eastern countries because female athletes tend to be portrayed in more subordinate roles in Eastern newspapers.

Negative media coverage can have a significant impact on the image of a country and can be detrimental to tourism-dependent areas. This study examined the newspaper coverage of Aruba 2 years before and after American tourist Natalee Holloway disappeared while vacationing with fellow classmates on a class trip. A content analysis of 400 major world newspapers was conducted. The study's purpose was to uncover the amount of publicity (both good and bad) from the incident as well as to unearth the overall tone towards Aruba. The study revealed the Holloway incident did have a visible effect on the world news coverage of Aruba, although the scope of the effect seems relatively small. Overall, mentions of Aruba in major world newspapers became more prominent, more negative, and more frequent after the disappearance of Natalee Holloway.

Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand meaning and generate future narratives that could be applied to creative message strategy.

This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.

This study aims to understand if colors in Instagram pictures causes emotions in users. The methods involved in this study included a survey where respondents were presented with questions asking them how certain colors made them feel and users were also presented with pictures with varying color undertones and asked which picture made them feel a specific emotion. This study may provide indications for further research and advertising and public relations techniques using social media, specifically Instagram and utilizing colors within Instagram pictures.

The purpose of this study is three-fold, and it is predicated on these assumptions. First, on the basis of the information obtained, the methods of disseminating news of student accomplishments on campus can be improved. Secondly, by knowing the form and content desired by the various papers, a college can provide more of the type of news which will be printed, therefore bringing recognition to deserving students in all areas of campus endeavor. Thirdly, by recognizing achievements of individual students, the College, indirectly, will benefit from the publicity. It is within the framework of these formal purposes that this project actually began. However, much of the forethought was a result of discussions with Robert G. Cochran, director of Public Relations at Western Kentucky State College; with Mrs. Judy Ecker, advisor of the College Heights Herald; and with area newspapermen and fellow college journalists associated with public relations programs throughout the state. In order to validate these assumptions, it will be necessary to explore previous scholarship in public relations, educational publicity and the form, content and distribution of news releases. Methods of mass communications research will also have to be studied to determine the best method of approach for this study. A study of the scholarship in the above-mentioned areas indicated that the most feasible way to collect data for the study would be by means of a mail questionnaire. The questionnaire method was selected because of the distance between and among the various newspapers selected for the study. After the questionnaire had been returned, it was again necessary to study methods of journalism research in order to evaluate the material which had bene obtained. Since the practice of sending individual releases from this institution is relatively new, no previous evaluation of its effectiveness has been made. If a similar study has been made concerning news release practices at any other institution, no mention of it has been found among the scholarship.

Because of the increasing importance of local government in America's cities, it is worthwhile to note what factors influence the election of our local leaders. This study sought to isolate the communication factors and rhetorical strategies which influenced the election of Mayor Richard Fulton in Nashville's 1975 Mayoral Race. Data was gathered from the written and video media, a private interview with the candidate, and campaign materials. Research also provided the candidate's previous political background. Various factors in Nashville's 1975 Mayoral Race combined to produce an insightful episode in rhetorical and nonrhetorical communication campaign strategies. During the initial stages of the study, emphasis was placed on the rhetorical strategies of candidate Richard Fulton, and to a lesser degree, those of his opponent, Earl Hawkins. As the study progressed, it became increasingly evident that although rhetorical strategies were influential in Fulton's campaign victory, the major reason for his political success could not be totally attributed to his campaign speaking. After acknowledging that fact, a search throughout the available data began to determine what factors were responsible for his ultimate campaign success. It was found that the raising of the candidate's ethos was the most influential campaign factor. Evidence throughout the available data documented over and over again the conclusion that Richard Fulton built an attractive image appealing to Nashville's voters. Fulton's rhetorical content and past experiences served to connunicate this "winning image." It was revealed that: The national and local political situation was favorable to the image which Fulton projected, Fulton's ethos was very high, Fulton's image was the chief factor in this successful campaign, and Fulton's rhetorical strategies were in accord with the majority of Nashville's voters' attitudes. Because specific categories have not been formed by the communication community pertaining to the political candidate's image, this study has been one of discovery and new insight in the area of local politics. A proper rhetorical analysis could not simply proffer an evaluation of traditional aspects of speaking, such as ethos, logos, and pathos. Truly these categories enter the campaign on an important level, but with the increasing role of the media, even in local campaigns, new categories need to be developed and explored. It is the hope of the writer that this particular study will encourage greater interest and future investigations into the local political workings in our cities, particularly those in the South. Why are the Americans of each city choosing their particular leaders? What role is public rhetoric playing in the local choice? How is the media affecting those choices on the local level? Is the American public being "sold" a false image by local politicians due to local advertising, and if so, how might greater public speaking help to dispell these misleading images? These are just a few questions which may stir future interest in pursuing the rhetorical study of our nation's many, local political campaigns and their place in the future development of the contemporary South.