The present study is an investigation of a recent phenomenon, the creation and maintenance of a student-centered online community using Line, a Web 2.0 mobile messaging (MIM) application. In recent years, mobile instant messaging has become the most widely utilized form of social media (Clement, 2019a), and has been increasingly used by students to interact about schoolwork (e.g., Cetinkaya, 2017; Bouhnik & Deshen, 2014; Tanaka, 2014). With the ubiquity of mobile technology use amongst students, how interactions in student-centered online groups contribute to the achievement of academic goals warrants further research. Therefore, this study had three purposes. The first purpose was to utilize Wenger’s (1998) community of practice framework to investigate whether an online group formed by the students could evolve into an academic community of practice. A second purpose was to analyze online interactions through the lens of uses and gratifications theory (Katz, Blumler, & Gurevitch, 1973) to discover the specific academic uses of MIM valued by the participants. Furthermore, the affordances (Gibson, 1977) that made the application amenable to academic purposes were investigated. The third purpose was to further analyze online interactions to uncover the specific ways in which the practices of the online academic group contributed to and conflicted with the achievement of course objectives. A case study approach (Yin, 2014) was used to provide a thick descriptive account of the online group and achieve the objectives of the study. The 12 participants in this study were members of an intact EAP course, which was part of an English-medium economics curriculum at a private Japanese university. The main source of data were two online groups created using the Line application, one group consisting of all members of the class and the other a group of four students created to work on the course project. Other sources of data included online documents saved to Google Drive, a survey, interviews, and course materials. Data from all sources were coded and analyzed first inductively, using codes from the three frameworks used in the study, and then inductively, to discover any other themes that emerged from the data. The analysis suggested that the online group created by the participants evolved into an academic community of practice. There was evidence of a focused academic domain because the vast majority of online posts dealt directly with course content. Moreover, interactions revealed the development of trust, reciprocity, and commitment, all key components of mutual engagement. Various group practices also emerged that supported students in their coursework and contributed to group learning. A key factor in community formation was attributed to the Line application meeting the academic needs of students. Key gratifications associated with the needs of the students included online interaction with a closed group, convenience, quickness, retrievability, information sharing, and emotional support. The affordances that enabled these gratifications to be obtained were selective connectivity, context-free access, asynchronous/synchronous communication, information aggregation, and multi-user content creation. Further analysis of the online interactions supported by these affordances showed that the prominent group practices directly supported course objectives. However, there were several conflicts associated with the use of MIM, such as problems with the constant flow of messages, unequal levels of contribution, and academically questionable activities. Finally, a summative analysis led to the creation of a model that demonstrated the relationships between learning objectives, student academic needs, gratifications, and affordances in the formation of a community within the context of a traditional university course. / Applied Linguistics

Two topics currently lead the debates in the museum sector: audience development and the use of digital media. This study addresses these debates by investigating how gamified mobile applications can support engagement with museums’ topics. It examines the online audience and their motivations for the use of media. It uses “MuseumStars” - which can be characterized as a museums quiz app for remote use - as a case study. Based on the uses and gratifications theory the study uses a mixed-methods approach. An online survey and two focus groups were conducted. The data were analyzed using descriptive statistics, factor analysis, and qualitative content analysis. The findings show that the main user motivation is to learn new things and to prepare or substitute a museum visit. In contrast to other research on mobile gaming, the connection to the physical space played a crucial role in using the application, while competition was less prominent. The findings also demonstrate that to better accommodate the audience's needs content is key. Hence, it can be concluded that digital media per se will not enhance engagement without the right presentation of the content: It must be translated to the media in an appropriate way to support the uses and gratifications of the audience and thus enhance engagement with museums’ topics.

Using a quantitative survey distributed to regular players of MMORPGs (Massively Multiplayer Online Role-Playing Games) (N = 777), the current study employed a correlation matrix and a parallel mediation model to assess the relationship between play frequency, motivating factors, and video game addiction. The results demonstrated that each of these elements were related to one another to varying degrees (p < .001). The motivating factors identified by Yee (2006) included achievement, immersion, and social interaction, which were tested as mediators and indicated that achievement (a1 = 0.2817, p < 0.001; b1 = 0.4073, p < 0.001) and immersion (a2 = 0.3217, p < 0.001; b2 = 0.2574, p < 0.001) are mediators in the relationship of play frequency and addiction. Social interaction was not significant as a mediator (a3 = 0.3217, p < 0.001; b3 = -0.0235, p = 0.6753). Higher levels of addiction were present for those who were motivated by achievement (rewards) and immersion (storyline/diversion) to play more frequently per week. However, those who were motivated by social interaction to play frequently did not demonstrate a statistically significant relationship with higher levels of addiction. Findings suggest that motivating factors of gameplay may have a mediating effect on the relationship between play frequency and addiction.

Nearly all traditional charitable-giving studies conclude donors are more responsive to price-reducing charitable deductions (the price effect) than they are to income-reducing tax payments (the income effect). Thus, taxes stimulate giving. In addition, this empirical evidence also indicates that the charitable deduction is treasury efficient. This traditional understanding was recently challenged by studies employing observations on the same individuals across time (panel data). These panel studies provide evidence which suggest that donors are either much more responsive to income reducing tax payments than they are to price-reducing charitable deductions or just as responsive to both. Further, price elasticity estimates are much greater than negative one. Thus, the deduction is inefficient and giving is either neutral to, or inhibited by, taxes. / Ph. D.

The Disney Princess Brand includes 11 Disney Princess films from Snow White and the Seven Dwarfs (1937) to Brave (2012). The goal of this campaign is for audiences to be entertained by the narratives while encouraging identification with the princesses in the films (Do Rozario, 2004; Orenstein, 2006). Scholars have suggested possible media effects of representations and messages depicted related to gender roles (England, Descartes, and Collier-Meek, 2011) and romantic relationships (Segrin and Nabi, 2002). No studies to date have examined the potential correlation between media effects of all 11 Disney Princess films and viewers' expectations regarding romantic relationships with a theoretical background in cultivation theory, social cognitive theory, wishful identification, and uses and gratification theory. The purpose of this thesis was to explore the relationship between potential media effects due to watching Disney Princess films and expectations of romantic relationships. An online cross-sectional survey was administered to female undergraduate students enrolled at Virginia Tech (N = 110). Bivariate correlation analyses were computed to measure the data. Results did not support hypotheses related to motivations for watching Disney Princess films, cultivated ideologies due to exposure of all films, and perceived similarity to princesses in relation to idealistic beliefs of romantic relationships. Wishful identification with the princesses was significantly correlated with participants' idealistic beliefs of romantic relationships. Possible implications are that participants in late adolescence (18 - 23 years of age) wish to be like the Disney princesses and to have similar romantic relationships that are represented in the films. / Master of Arts

Digital technologies such as televisions, touch screen tablets, smartphones, and smart speakers are now frequently encountered and used by young children even before the age of one. These devices facilitate modern parents in their care-giving of young children due to their prevalence in the home environment. The use of these devices is especially common by international student mothers of young children who subscribe to a multiplicity of roles such as being a productive student, efficient mother, and dutiful partner in a new country. This dissertation summarizes four studies exploring the role of technology in international student mothers' life as a parent of young children, and the implications of design and research of technologies for parents based on the transferable learning from these studies. The first and second studies employ auto ethnographic and collaborative approach to involve these mothers as equal stakeholders and collaborators to understand their context of use of technology. The third and fourth studies explore the various uses of technology by caregivers and young children, to obtain certain gratifications. By engaging primary caregivers in in-depth efforts of understanding of their motivations and perceptions about early childhood media exposure, I set forth the praxis between the professional recommendations and their actual lived experiences with technology and young children. Building on these insights, I present a conceptual framework for research which considers the dyadic use of technology due to the close relationship between primary caregivers and young children. Based on the various roles of technology in international student mothers' parenting, I present implications for designing technologies which can assist parents in their care giving duties. / Doctor of Philosophy / Digital technologies such as televisions, touch screen tablets, smartphones, and smart speakers are now frequently encountered and used by young children even before the age of one, and facilitate modern parents in their care-giving of young children due to their prevalence in the home environment. The use of these devices is especially common by international student mothers of young children who subscribe to a multiplicity of roles such as being a productive student, efficient mother, and dutiful partner in a new country. I employ auto ethnographic and collaborative asset-based approaches to involve these mothers as equal stakeholders and collaborators to have an in-depth understanding of their context of use of technology. I explore the various gratifications sought by caregivers and children through their uses of technology, and illustrate how current technologies succeed in delivering those gratifications, and where they do not come up to scratch due to their unique living circumstances. By engaging primary caregivers in in-depth efforts of understanding of their motivations and perceptions about early childhood media exposure, I set forth the praxis between the professional recommendations and their actual lived experiences with technology and young children. Building on these insights, I present a conceptual framework for research which considers the dyadic use of technology by primary caregivers and young children due to their close relationship. Based on the various roles of technology in international student mothers' lives, I then present implications for designing technologies including screen-based digital childcare assistants and interactive shows, conversational user interfaces as bilingual language learning partners, and mobile applications to support young children's incidental learning, which can assist parents in their care giving duties.

This thesis examines one magazine's transition from print to digital media in order to shine a spotlight on one successful magazine brand and its attempts to navigate the digital revolution while also maintaining a successful magazine. Through a systematic descriptive analysis of communication strategies, a case analysis of Bon Appétit magazine is the focus of this thesis. Guided by the uses and gratifications theoretical perspective and informed by a systematic descriptive analysis, this thesis offers a rich examination of the Bon Appétit magazine brand and the ways the brand has been extended in the evolving digital media environment. The unique approach implemented in this thesis provides the opportunity to observe uses and gratifications from the organization's standpoint, instead of the consumer's. This unique approach was designed to reveal how Bon Appétit is attempting to fulfill consumer needs and gratifications through the digital media brand extensions, specifically its website, social media, and podcast. Analysis of Bon Appétit brand extensions indicate that six of Parham Santana's ten brand extension strategies are being implemented by Bon Appétit, including shift the form, transfer a component, transfer a benefit, leverage a special expertise, leverage your consumer base, and leverage a lifestyle. Another significant finding indicates that Bon Appétit implemented communication strategies centered on accessibility and convenience, surveillance, diversion, and interaction gratifications on its digital media platforms. Findings from this study suggest that future researchers would benefit from adding convenience and accessibility as gratifications considered in the uses and gratifications theoretical approach when researching digital media. Additionally, replication of the systematic method in this thesis, especially if applied to other magazine brands, could help reveal the types of brand extensions at play in digital platforms and whether other magazines use similar strategies to build and maintain relationships with consumers. / Master of Arts / This study explores how one magazine has added a website, social media, and a podcast to its content delivery strategy. Since consumer’s use of the internet, social media, and podcasts is rapidly increasing, they are no longer turning to magazines and other print publications for entertainment and information. In order for magazines to adapt to this trend, they need to take advantage of these digital media platforms. This study examines the communication strategies implemented on Bon Appétit’s website, social media, and podcast to determine how they are attempting to satisfy the desires consumers now have because of the new digital media. Results of this study indicate that consumers want to be able to have convenient and immediate access to the media and brand of their choice.

The rise of conversational generative AI chatbots such as ChatGPT and Gemini is revolutionizing online interactions. Previous research has identified five categories of uses and gratifications (U&amp;G) for users engaging with these chatbots: information seeking, task efficiency, social interaction, entertainment, and personalization. Despite the wide range of use cases, most chatbots provide one-size-fits-all text-based interactions, neglecting user preferences. Recent advancements are progressively introducing interactive features that empower users to control their interactions, such as choosing a preferred conversational style. However, despite these improvements in the industry, the interactivity in gen AI chatbots remains underexplored. This thesis serves as a user-centric foundational study of user engagement with gen AI chatbots by understanding users’ context of use across the five U&amp;G dimensions, analyzing the limitations of text-based interactions, and proposing practical suggestions for desired interactive features.

Social media has become ubiquitous in modern society. Both as a way to connect with others and as a popular form of entertainment and relaxation. This dependency on social media can lead both to beneficial and adverse consequences. A common concern about social media use relates to how active or passive a user is, with some indicating that passive behaviours, such as absently scrolling through the feed are particularly harmful. Research that investigates social media’s adverse effect on the individual depending on the user’s engagement level currently suffers from problems with categorisation, methodology and philosophy. This thesis sought to fill this research gap. Its research questions were accordingly: “What motivates adult users to use social media at various levels of engagement?” and “What factors of social media use impact adult users’ adverse emotional outcomes?”   To answer this research question, the study utilised a methodology of focus group discussion with pre-existing social groups consisting of adults aged 20-30, a demographic with potentially unique insight into their relationship with social media. This was followed by thematic analysis which in turn was placed within a framework of Use &amp; gratification theory and the networked public. These theories were chosen since the research adheres to concepts of the active audience and disagrees with conceptualisations of the social media user as passive. Instead, low to high levels of engagement is used to describe individual behaviours. 4 main themes (Level of engagement, Problematic use, category of use and regulation) were discovered as well as 13 sub-themes.     The study discovered that individuals would use social media at several levels of engagement simultaneously but that behaviours could be assembled into four archetypes: Consumption (low level of engagement which included behaviours such as mindless scrolling), Lurking (low level of engagement which included both private and public browsing), socialisation (medium to high level of engagement which included communication), and production (high level of engagement which included publishing content). Different levels of engagement were associated with different adverse emotional outcomes which commonly occurred when users failed to effectively regulate their use or encountered harmful content. It was discovered that users encountered these issues largely due to the platform’s incentivisation through subtle and not so subtle means such as media design and notifications.

In a world driven by social media, the portrayal of femininity is often curated, shaping societal gender norms and individual self-perception. This timely study investigates the use and impact of boudoir photography on the self-perception of Slovak adult women and their sharing practices, exploring how they negotiate gender expectations through this medium employing gender theory and uses and gratifications theory. By exploring this intersection, I provide insights into contemporary feminist movements, linking this discourse to boudoir photography and sharing practices on social media networks as an act of feminism. The research reveals the complexities and tensions inherent in this process as participants navigate gender pressures and societal expectations of femininity. Despite boudoir photography's empowering potential for self-expression, women struggle with ingrained heteronormative ideals, on the journey toward self-perception within visual culture. By bridging theoretical frameworks with empirical findings, this study underscores the significance of boudoir photography within the realm of feminist discourse, offering insights into the dynamic interplay between gender norms, agency, and visual representation in online spaces.