Thesis (M.S.)--Ohio University, August, 2004. / Includes bibliographical references (p. 100-113)

Thesis (Ph.D.)--Ohio University, June, 2006. / Includes bibliographical references (leaves 183-192)

Thesis (M.S.)--Ohio University, August, 2004. / Title from PDF t.p. Includes bibliographical references (p. 100-113)

Our goal with this paper is to see how male and female sport is described through a gender perspective in the newspapers Örnsköldsviks Allehanda and Aftonbladet (Sportbladet). Is there any difference between male and female sport reporting? Are the different sexes described in a certain way? How are they described? Do men and women get as much space in the sport-pages of the newspapers? And are there any differences or similarities over a ten year period? To look on some of these factors we have been doing a quantitative- and qualitative analysis of data. The quantitative analysis to show patterns that could be easy to count. For example we looked if the article was about men our women, what sport, whom had written the article and how much space the article were given. This to easy estimate if there was any differences in the sports reporting. After that we studied four articles very carefully, articles that had indicated signs and patterns that we could use to answer our main questions. According to our study, we can see that women are underrepresented in sports reporting. The survey shows that men often are portrayed after the cultural stereotype where they are portrayed as strong, confident and safe. The women on the other hand get to talk about things that isn’t related to their sports. The survey also showed that when the women got space in the sports pages, it was often because they have won something big, but men got the same amount of space for much smaller successes. We could not find any correlation between the writers sex and which sex he or she was writing about, but over our ten year period we could see that although the female writers at Sportbladet increased the sport reporting of women stood still. In Örnsköldsviks Allehanda on the other hand, the female writers stood still but the reporting increased.

Background: Social media is connecting billions of people from across the globe by fulfilling basic human needs of socializing and getting entertained. While companies are now actively turning to social media to know their customers better, build strong relationships, and spread marketing messages, many are still struggling to figure out what corporate social media content actually works on social media. Purpose: This research aims to understand what type of corporate social media content generates the most consumer response. Methodology: This study employs content analysis of recent social media posts by a selection of top brands in Sweden on two main social media platforms: Facebook and Twitter. A total of ten brands with origin from Sweden were selected, based on 2015 Swedish Brand Award ranking, and their posts were examined to find out influence of corporate social media content on consumer response. A total of 400 posts were examined on verified Twitter profiles and Facebook Pages of these brands. Findings: Type of content which refers to whether the post has image, video, or text-only content, and content orientation which can be task-oriented, self-oriented, or interaction-oriented have a statistically significant relationship with consumer response. In terms of type of content, posts with video and image content can lead to higher consumer response and in terms of content orientation task-oriented content can lead to higher consumer response. Other variables in the study, namely, communication cues, traceability cues, and time-frame have not emerged as significant in this study. Implications: When developing corporate social media content, it’s important to focus on type of content and content orientation. In terms of type of content, managers need to focus on having video and image content as this could lead to higher consumer response and in terms of content orientation, content related to brand / product / promotion (task-oriented) can lead to higher consumer response. Limitations: The study relies only on two main social media platforms and on the last 20 posts of each brand on each of these platforms and doesn’t take into account any seasonality as a full year period has not been studied. The study also relies on a general brand ranking list based in Sweden and not a ranking of brands on social media space. Further Research Suggestions: Future studies could focus on bringing more social media platforms into inquiry, improving sampling robustness by having a larger sample size and broader coverage of time period to account for any seasonality in data, comparing results between different countries, having a broader mix of brands in terms of type of business area or sector or stage of brand development, and blending together the corporate and consumer perspectives. Finally, to account for platform size differences, researchers need to come up with a measure that controls for this variation across platforms. Keywords: Social Media Content, Social Media Platforms, Facebook, Twitter, Communication

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. Jitka Rabitsch Aamčíková The aim of this thesis is the critical analysis of political influence of Andrej Babis through his ownership of the Czech daily Mlada Fronta DNES. The purpose of the work is the display of political content in the Czech media, especially in relation to elections. This reflection is viewed through the lens of political parallelism complemented by an introduction to political communication. The methodological outline is followed by the analytical part using a quantitative content analysis which focuses on the presentation of four political parties in the Czech daily Mlada Fronta. This thesis tests the hypothesis whether the media picture of competing political parties during the Czech local elections 2014 was influenced by the fact that the entrepreneur and politician Andrej Babis is the owner of the Mlada Fronta.

Purpose: Considering previous research on consumers’ social media engagement, content types and social media platforms, the purpose of this research was to explain the relationship between social media content types employed by brands and levels of consumers’ engagement. This since brands nowadays turn more towards branded content rather than advertising and several scholars expressing an urge for explaining an assumed relationship. Method: A deductive, quantitative and cross-sectional study was conducted. Further on, a standardized self-completion questionnaire was distributed to 227 respondents, by employing a convenience sampling. 165 responses were valid and the analysis was done employing ANOVA and regression analysis. Findings: Four hypotheses were accepted; all three concerning self-oriented content as it triggers all three levels of engagement and one hypothesis for entertaining content as it triggers emotional engagement. The hypothesis regarding the moderating effect of platform was partially accepted. Hence, five out of total ten hypothesis were rejected. Research limitations: The study’s generalizability is limited by the sampling technique and by the three example posts used in the questionnaire. Plus, the condition for respondents being exposed to social media post examples is another limitation in this research. Practical implications: All the findings were composed in a framework among of which is that brands’ content on social media should be of self-oriented nature to trigger engagement on all three levels or feature entertaining content as it triggers emotional engagement. YouTube is the preferred platform, followed by Instagram and then Facebook. However, all platforms trigger emotional engagement. The content benefits from being rich media and being appreciated by the consumers. Younger consumers are more likely to be engaged. Theoretical implications and originality: The findings of this research fill in the gap and present new findings within the topic of social media content, engagement and social media platforms. Hence, considering all the theoretical findings of this research, it offers a framework that delivers a rich explanation of relationships between social media content types, the three levels of engagement and social media platform types, which can be used as a base for further investigation in this area.

This paper expands existing understandings of how entertainment content viewers conceptualize, encounter, evaluate, and select entertainment video content in the emerging television ecosystem. Special attention is paid to the influences that create awareness around a particular media product and the decision-making dynamics that influence viewers as they move through the selection process. Patterns of awareness, discovery, selection, and adoption relevant to a theoretical understanding of media content choice are identified and discussed.

The aim of this study is to understand the importance of public relations activity in non-profit organisations. The study emphasizes the bearing public relations activities can have on non-profit organisations in the contemporary world. This is especially true in an over communicated society where the vast majority of organisations compete to gain access to the scare media resources to put their message across to their potential clients, supporters and customers. Non-profit organisations generally have to depend on the donor agencies and therefore fail to attract a sizeable public relations budget. On the one hand, these organisations lack the resources to launch a successful public relations campaign and on the other the lack of knowledge and interest among general staff members makes it even harder for a public relations campaign to be developed or successfully launched. In this study, I used both quantitative and qualitative research methodologies to collect and analyse data. The data were collected from two non-profit organisations based in New Zealand working in the area of child welfare. The primary data were collected through semi-structured interviews and survey questionnaires. A single semi-structured interview was conducted with each team leader of the two selected organisations. However, this was like skimming the surface and in-depth interviews would have helped me to collect richer data. On the other hand the data collected was sufficient for this research and it helped me to create a holistic understanding of the topic. The findings of the research highlight that most non-profit organisations working in the area of child welfare find it hard to market themselves due to a lack of funds and employee involvement. Although the findings from the study are significant; caution is necessary in applying the results to other scenarios and in making generalizations. One of the key findings from this research is that both organisations did not use public relations as a strategy. Most decision related to public relations was made on random basis and no long term strategic plan was made to adopt public relations as a core strategy to build creditability among their stakeholders.