Although advertising featuring gay male and lesbian models can be an effective means of targeting the significant gay and lesbian market, few empirical studies examine how consumers respond to gay-themed advertisements. To address the absence of message-processing research dealing with heterosexual responses to gay-themed advertising, this thesis examines how sexual orientation of model couples featured in magazine advertisements affects heterosexual viewers' responses using the elaboration-likelihood model as a guiding framework. A 3x2x2x3 experiment tested the effects of model couples' sexual orientation (heterosexual, gay male, or lesbian), argument strength (strong or weak), involvement (high or low), and participants' attitudes towards homosexuality (high, medium, or low) on White heterosexual participants' attitudes toward the couple, attitudes toward the advertisement, attitudes toward the brand, attitudes toward the product, purchase intentions, and recall. Results indicate that heterosexual consumers were accepting of ads with lesbian portrayals.  Participants showed more negative attitudes toward gay male portrayals, but attitudes towards heterosexual and lesbian ads were similar. This effect was moderated by participants attitudes toward homosexuals. Regarding message processing, low involvement consumers showed more negative attitudes toward homosexual portrayals than toward heterosexual portrayals, providing some indication that models' sexual orientation in ads may have served as a peripheral cue negatively impacting attitudes toward the couple and ad in situations where elaboration is low. However, such effects on attitudes toward couples and ads did not appear to carry over to attitudes toward the brand and product, purchase intentions, or recall. Implications, limitations, and areas for future research are also discussed. / Master of Arts

This study aims to understand the relationship between masculinity and the endorsement of attitudes towards guns and violence and aggressive fantasies. I examine threatened masculinity and masculine gender role stress in addition to a newly developed measure, which assesses traits associated with incels, who believe that social liberalism, feminism, and more sexually active men (“Chads”) are to blame for their lack of sex with women. Incels are largely a disorganized group of men interacting online, but a few self-identifying members have been associated with a number of mass violence events in recent years. The data were constructed from an original self-report survey distributed to men aged 18 to 30 years old, the group most responsible for violence against women and mass violence. I hypothesize that men who perceive that men are losing status as a group (status threat) (1), who feel less acceptance as members of that category (acceptance threat) (2), or who exhibit incel traits (3) are more likely to (a) approve of guns, violence, and aggression, and (b) exhibit aggressive fantasies. This study’s findings support three hypotheses: status threat is positively associated with an approval of guns and violence; acceptance threat is positively associated with approval of guns, violence, and aggressive fantasies; and incel traits are positively associated with aggressive fantasies. Men who experience status or acceptance threat or share incel traits exemplify issues of toxicity present in masculinity today. Their support for gun use, violence and aggressive fantasies further show the connection between male insecurity, aggressive attitudes, and fantasizing about violence. / M.S. / This study aims to understand the relationship between masculinity and the endorsement of attitudes towards guns and violence and aggressive fantasies. I examine masculinity and feelings of threat in addition to a newly developed measure, which assesses traits associated with incels (“involuntary celibates”), who believe that social liberalism, feminism, and more sexually active men are to blame for their lack of sex with women. Incels are largely a disorganized group of men interacting online, but a few self-identifying members have been associated with a number of mass violence events in recent years. The data were constructed from a survey distributed to men aged 18 to 30 years old, the group most responsible for violence against women and mass violence. I hypothesize that men who perceive that men are losing status as a group (1), who feel less acceptance as members of that category (2), or who exhibit incel traits (3) are more likely to (a) approve of guns, violence, and aggression, and (b) exhibit aggressive fantasies. This study’s findings support three hypotheses: feelings of group status loss are positively associated with an approval of guns and violence; stress in one’s masculine gender role is positively associated with approval of guns, violence, and aggressive fantasies; and incel traits are positively associated with aggressive fantasies. Their support for gun use, violence and aggressive fantasies further show the connection between male insecurity, aggressive attitudes, and fantasizing about violence.

This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed. / Master of Arts / This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.

This study examines the parliamentary debate regarding the proposition "Ny kärnkraft i Sverige - Ett första steg" which aims to facilitate the expansion of nuclear power in Sweden. The purpose is to provide an understanding of the nuclear power debate in the Swedish Parliament since it has been revived by the energy crisis in 2021 and Russia's invasion of Ukraine. The debate is analyzed through a qualitative content analysis to identify the arguments of Tidöpartierna and the opposition for and against the proposition. The identified arguments are then interpreted through the social identity perspective to explain their different standpoints. The results show that nuclear power is a divisive issue in the Swedish Parliament. Interpretation through social identity theory reveals that the parties' historical positions, their perception of which arguments are most effective to attract voters, and confirmation bias influence their views on the nuclear power issue. The conclusions indicate that it is an issue that divides the Parliament into two sides: Tidöpartierna and the opposition parties, with each side presenting different solutions to the energy issue. Tidöpartierna argues for an energysystem where nuclear power complements renewable energy sources, while the oppositionparties favor a solution where the energy system is solely based on renewable energy sources.

Yes / Brand champions are responsible for encouraging employee commitment to the corporate brand strategy. They strongly believe in and identify with the brand concept—the company’s selected brand meaning, which underpins corporate brand strategy implementation. We conducted research to explore why and how brand champion behaviour operates within companies implementing a new corporate brand strategy. Against a backdrop of growing interest in brand champion behaviour in corporate branding research, we grounded our study in social identity theory and rhetorical theory from change management literature. Our findings show that articulating a compelling brand vision, taking responsibility, and getting the right people involved are the most widely used strategies by brand champions. We uncover how rhetorical strategies within brand champion behaviour generate employee commitment to a new corporate brand strategy. The dimension of brand champion behaviour that is effective depends on the type of brand evolution, involving shifts in the brand concept. We make suggestions for further studies underpinned by social identity theory and rhetorical theory to investigate brand champion behaviour processes within companies introducing a new corporate brand strategy.

This study delved into the influence of the Massively Multiplayer Online Role-Playing Game (MMORPG), World of Warcraft, on players' real-life social interactions and skill development. Employing a mixed-methods approach that combined surveys and structured interviews, our findings suggested that World of Warcraft is a vibrant hub for socialisation and group activities, particularly among young adults. Our findings also revealed the formation of lasting friendships within the game, with a significant number of players extending these connections beyond the virtual realm to other online platforms and even real-life meetings. Guild membership emerged as a pivotal factor, which may have fostered a strong sense of community and belonging among players, as elucidated by the Social Identity Theory (Tajfel & Turner, 1979). Additionally, our analysis revealed notable improvements in communication and teamwork skills among players, echoing the transformative potential of gameplay discussed in the Theory of Transformative Game Design (Bowman & Baird, 2022). Apart from game designers and researchers, this study is also relevant to everyone seeking to develop their social skills and confidence. These findings emphasised the potential impact of World of Warcraft in fostering social integration, skill development, and the cultivation of meaningful relationships that transcend the boundaries of the game environment. As MMORPGs continue to evolve as influential cultural phenomena, our study contributes valuable insights into the nuanced dynamics of online gaming communities and their broader implications for social interaction and personal growth.

This thesis explores the significance of “fan-to-fan videos” as a new form of sports media. Some of the sports fans in the U.S. filmed each other and asked corporate social media accounts to upload the videos on social media for them. This thesis calls this type of video “fan-to-fan videos”. This thesis attempts to succeed Earnheardt et al. 's (2012) research, and update McPhail’s (1991), Gantz et al.’s (2012), and MacIntosh et al.’s (2017) findings. This thesis uses Social Identity Theory (Tajfel & Turner, 1986) to discuss intergroup relations. This thesis used Owen’s (1984) thematic analysis to extract the themes from the visual and auditory elements of 115 “fan-to-fan videos” on Instagram and TikTok. The results found three themes of ‘commitment’, ‘insult’, and ‘inclusion’ from the elements of “fan-to-fan videos” which are emojis, hashtags, fan reaction, and jerseys/hats. The findings of the thesis contribute to the sports media research by introducing the term "fan-to-fan video" to describe videos where one fan films other fans; a phenomenon previously unnamed, and by suggesting a framework to analyze and interpret fans' new activities on social media. Keywords: Sports media, fan-to-fan video, Social Identity Theory, thematic analysis / Media Studies & Production

As social interactions increasingly become exclusively online, there is a need for research on the role of identity and social identity in online platforms. Drawing on Symbolic Interactionist approaches to identity, namely Social Identity Theory and Identity Theory, as well as Signaling Theory, this study argues that actors will selectively use religious language to signal their credentials to an audience for the purpose of garnering prosocial behavior in the form of donations to their fundraising campaign. Using latent semantic analysis topic models to analyze the self-presentations of crowdsourcing campaigners on GoFundMe.com, this study found evidence for the presence of signaling to a religious identity online as well as a significant difference in the presentation of need for campaigns originating in areas with high reported religiosity compared to campaigns from areas of low religiosity. In comparison to other campaigns, campaigners engaging in religious signaling were significantly increasing their donations. I suggest that strategically chosen religious topics in online crowdfunding is an example of low-cost identity signaling and provides insight into how signaling happens online and the potential outcomes resulting from this cultural work.

With immigration controversies increasingly found at the forefront of the European public arena, understanding the social and cultural forces driving negative perceptions of immigrants becomes a pressing task of academic scholarship. Situated within the broader theoretical framework of group-conflict theories, human values theory and social identity theory encourage different interpretations of how our interest to the welfare of the people closest to us (benevolence) and the broader human community (universalism) can inform attitudes towards immigrants. Human values theory argues for a unidirectional, negative effect of benevolence and universalism on negative perceptions of immigrants, while social identity theory suggests that, unlike universalism, benevolence would increase such perceptions. The present study seeks to examine how self-transcending human values (a.k.a. benevolence and universalism) affect perceptions of immigrant threat and whether the locus of our value priority matters. Using nationally pooled data from the European Social Survey (ESS) for 15 European countries, the results provide robust evidence that benevolence and universalism affect perceived immigrant threat in opposite directions, generally aligning with the propositions of the social identity theory. The group we place our loyalty matters. At the same time, national context matters too suggesting that grand scheme interpretations of this phenomenon fall short. Theoretical implications and future directions are further discussed.

Drawing attention to an under-examined process during organizational socialization, we develop theory to explain how newcomers' new organizational roles and social identities become embedded. The process of identities becoming embedded is influenced by how an individual's preexisting identities interact with new organizational identities during socialization. Perceived harmony relationships among identities indicate if newcomers experience identities interacting in a positive or negative manner generally. Using a network perspective, we suggest that the identity embeddedness of new roles and identities are indicated by: degree centrality in an intrapersonal identity harmony network, perceived harmony with the network itself, and the perceived cost of lacking harmony with a focal identity. Newcomers are likely to be more satisfied and engaged with identities with greater embeddedness as well as find such identities more salient. Organizations can work to embed their employees' new identities through initiating identity work directed towards increasing harmony perceptions among the newcomers' new organizational identities and preexisting identities. Through helping individuals create harmony relationships among identities, organizations can improve socialization outcomes.