Religiosity has largely been ignored by consumer research as a factor in the negotiation of meaning from magazine advertisements containing lifestyle messages. A meaning based study was undertaken to seek to identify its presence and emergence within a religious audience. A qualitative methodology employing in-depth, phenomenological interviewing was designed. Six members of the Church of Jesus Christ of Latter-day Saints, three men and three women, were invited to give their interpretations, thoughts, and feelings towards four magazine advertisements. A second in-depth phenomenological interview was conducted with each participant to provide individual lifeworld contexts. Analysis employed a previously tested conceptual construct, Life Themes, to identify a paramount, existential motivator unique to each participant. Life Themes were consequently examined for influences of personal and institutional religiosity. Expressions of religiosity were found to be influenced by individual Life Themes. Though findings indicate conflicts with personal values derived from religiosity, interpretive consensus was not found in particular incidences or on particular values. Findings also suggest that proximity to Christian lifestyle values, rather than to simply “Mormon” lifestyle values, more fully suggest incidence of shared interpretive strategy in evaluating lifestyle appeals within advertising messages. The study indicates that aligning a product with messages containing values that promote lifestyle conflict is not serving the best interests of the product, nor its intended market.

Interwar American advertising rose alongside new levels of hygiene, personal appearance, and technology in order to sell their products to target audiences. Despite the abundance of scholarship on media and gender, few studies have examined the gendered techniques through which interwar advertisers communicated with consumers in response to changing social norms and economic stability. The question this thesis explores is how these changes and communication shifted in response to consumer culture and how advertisers utilized early market research and persuasion techniques to target their audiences. Building on the studies of gender, consumption, and identity, this thesis examines the relationship between American advertisers and their targeted male and female consumers between 1920 and 1940. By exploring how admen and women within Madison Avenue's top advertising agencies utilized psychology and consumer feedback to develop a two-way communication with middle-classed consumers, this thesis draws from social, cultural, and gendered studies to understand how advertisers communicated with and tried to appeal to their target audiences. Utilizing both copy and imagery as sources of communication, this study examines every issue of the top circulating American magazines between 1920 and 1940 to explain how advertisers rose with early consumer behavioral psychology and new standards of sanitation and hygiene, how a growing consumer culture and American notion of identity and gender affected the selling of selfhood and personal beauty products, and how gendered media representations and persuasion techniques helped advertisers sell modernity and individuality to readers. This analysis surveys specific advertising campaigns before, during, and after the Stock Market Crash to follow shifts in appeals to masculinity and femininity in response to changing social norms. By delving into this intersection of gender, media, and identity, this study finds various nuances through which advertisers and their audiences communicated in and alongside a growing consumer culture.

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The gay rights movement has been very active on social media throughout the years. Using a trend analysis this study aimed to answer how social media is being used during a social movement, how a social movement evolves on social media, and how social media is being used by organizations as a public relations strategy to create change in social movements. Overall, the findings revealed 11 different ways social media is being used during a social movement, which shows how important opinion leaders are in helping a social movement gain traction and create the desired impact.

The intent of this thesis is to explore the relationship between social media use and mental health in the young adult population. Current research indicates that there is a connection between increased social media use and deteriorated mental health. Unfortunately, young adults, the most active social media users, have a predominantly high risk for developing mental health issues, making this connection particularly concerning. At present, it is unclear how social media and mental health are connected; therefore this thesis explores the individual and social theories that may give reason for this connection. Theories that are discussed include: the impact of sedentary behaviors on mental health, displaced behavior, sleep interruption due to blue light exposure, social media's effects on romantic relationships, and social media's effects on platonic relationships.

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