Parasocial interaction is the name that Horton & Wohl coined to describe a viewer's attachmentent toward onscreen persona that they had never physically interacted with (1956). A. Rubin, Perse, & Powell (1985) continued the research and created the Parasocial Interaction Scale. The scale has become the standard in gauging parasocial interaction in various forms of media from soap operas to newscasts. The purpose of this study was top examine parasocial interaction and see if the concept could be applied to the current television trend of reality television. Simultaneously, the study also examined parasocial interaction and its possible connections to loneliness, interpersonal functional alternatives, television viewing motives, exposure, gender, age, and spokesperson selection. The data for this study was collected on the Internet website www.Survivorthesis.com. More than 450 respondents attempted the survey, but only 444 were viable due to incomplete data, repetition, and lack of proof of age. The results of the study found that there was a link between parasocial interaction and loneliness, exposure, spokesperson selection, and television viewing motives. There was no correlation found between parasocial interaction and interpersonal functional alternatives, age, gender.

This thesis evaluates the ways media frames influence attitude towards brands when the brand endorses a controversial celebrity spokesperson. This research was created with the intent to fill a current gap in communication research, providing original data and addressing the influence that external factors, specifically media frames and political orientations, hold over an audience's perception of spokespeople and the brands they later endorse. This was accomplished through an original, cross-sectional experiment that measured how celebrity athletes, who speak out about partisan issues, function as agents for messaging in brand advertisements. This thesis draws upon the communication theories of agenda setting, and primarily framing, in order to evaluate how impactful media frames of an athlete can become to consumers once the media highlights the spokesperson through a polarizing frame. This experiment attempts to replicate 'the Kaepernick effect,' inspired by the polarizing media coverage of Colin Kaepernick over his 2016-NFL season with the 49-ers, leading up to his partnership with Nike for its 2018 "Dream Crazy" advertisement. The findings from this study reveal that media frames, though carrying some impact, are not the most influential factor in shaping audiences' attitudes towards spokespeople or the brands they advertised. This study contributes new data to the discipline of media effects research, extending the conversation about celebrity athlete endorsers, the influence of media frames on consumer response, and implications for future studies. / Master of Arts / This thesis looks at the effects that media frames, within news stories, have on audiences' attitudes and behaviors. Specifically, this thesis examines audiences' developed attitudes towards controversial celebrity spokespeople, who speak out about partisan issues, and later endorse or align themselves with a brand. This thesis utilizes an original experiment that measures how controversial celebrity figures, athletes specifically, function as agents for messaging in brand advertisements. This thesis draws upon the communication theories of agenda setting, and primarily framing, in order to evaluate how impactful media frames of an athlete can become to consumers once the media highlights the spokesperson through a polarizing frame. This experiment attempts to replicate 'the Kaepernick effect,' inspired by the polarizing media coverage of Colin Kaepernick over his 2016-NFL season with the 49-ers, leading up to his partnership with Nike for its 2018 "Dream Crazy" advertisement. The findings from this study reveal that media frames, though carrying some impact, are not the most influential factor in shaping audiences' attitudes towards spokespeople or the brands they advertised. This study contributes new data to the discipline of media effects research, extending the conversation about celebrity athlete endorsers, the influence of media frames on consumer response, and implications for future studies.

¡@Nowadays, spokesperson is a very common advertising strategy. A good spokesperson can favorably attract customers¡¦ attention, produce better recall or precognition of a brand name, create an image for a product etc. In general, advertisers usually consider the fittingness between spokesperson¡¦s gender and product gender image. As gender roles and gender stereotype are changing, some product gender images are blurred as well. Therefore, some cross-over endorsements are emerged (an advertising is targeting a nontraditional user in terms of gender). Past researches have shown that the relationship between spokesperson¡¦s gender and product gender image is inconsistent. Hence, this study focuses on products with ¡§Masculine Image¡¨ and classified products based on FCB Model, exploring how different products types and customers¡¦ gender influence gender endorsement on advertising effectiveness. ¡@The present study uses experimental design to investiage the effects of two types of gender endorsement and four product categories on advertising effectiveness. A 2x4 between-subject design is conducted. All eight scenarios are made through fictional ads, and the advertising effectiveness is measured by attitude toward the ad (AD), attitude toward the product (AP) and purchase intention (PI). ¡@The findings of this study indicate that AD and PI are more favorable when the product¡¦s gender image and spokesperson¡¦s gender are consistent. The interaction between product types and gender endorsement advertisement exits especially in the effective product. Spokespersons¡¦ gender is an effective promotional cue in influencing customers¡¦ perceptions of the gender image of products on the self-satisfaction product. Meanwhile, this study also finds there is no interaction between the gender endorsement advertisement and customer¡¦s gender.

This research is trying to understand the effectiveness of endorsed advertisings, which are attitude toward the ad [AAd], attitude toward the brand [AB], and purchase intentions [PI], under different spokespersons types (celebrity/expert/typical consumer), and product types (jeans/milk/shampoo). The data was analyzed mainly by 2-Way ANOVA, and regression. The major conclusions are: 1. The difference between the types of spokesperson and the types of product has significantly influenced the advertising effectiveness. 2. In the advertisings of different types of product, the types of spokesperson, AAd, and AB influence PI. The data shows the type of spokesperson influences PI by influencing AAd and AB. 3. In the advertisings of shampoo, sex will make significant differences between the types of spokesperson. In the AAd dimension, it shows men prefer expert to endorse the shampoo. Otherwise, in the AB dimension women prefer typical consumer to endorse. 4. Expert is more effective than other types when he endorses the jeans and shampoo. Typical consumer has the highest score in AB and PI than others in the advertising of milk due to the closer position with the consumers.

Established research on certain professions – such as police officers, firefighters, and emergency rescue workers (also called "first responders") – suggests that psychological trauma is related to traumatic events experienced on the job. This has led to research on journalists who have experienced comparable psychological effects due to repeated traumatic exposure that comes from reporting on crimes, murders, car accidents, natural disasters, or other stressful situations – the same events experienced by first responders. This study examines public information officers and any similar psychological effects since this occupational group is a near professional cousin to journalists. Using an online survey, public information officers' exposure to traumatic events experienced on the job was measured as well as the frequency and intensity of trauma exposure.

Submitted by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-03-14T11:01:24Z No. of bitstreams: 1 arquivototal.pdf: 1667774 bytes, checksum: a1cbcd0cc1efabe74b83c8c14b983d08 (MD5) / Made available in DSpace on 2016-03-14T11:01:24Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1667774 bytes, checksum: a1cbcd0cc1efabe74b83c8c14b983d08 (MD5) Previous issue date: 2015-09-28 / This study had the proposal the development of relationship manual between magistrates and the media.The main objective came from the practical experience in press office with the magistrates of the Tribunal Regional do Trabalho – PB (TRT-PB), where it were identified many difficulties and misunderstandings in the relationship with the media. From the discussion of a theoretical framework that includes journalism, language, Media Training, spokesperson and competences, it was possible to outline a multifaceted approach to build the manual. Regarding the research methodology, this work is defined as an exploratory research, qualitative and applied purpose, because it proposes solving an identified problem in a specific context, in this case, the relationship of the TRT judges with the media. The proposed manual was fully prepared, and thus, it is believed that it is an important instrument of knowledge, helping to build new competences for magistrates, and consequently represents a social contribution by providing improvements in the availability of information through of media communications. / Este trabalho teve como proposta a elaboração de um manual de relacionamento com a imprensa para magistrados. O objetivo surgiu a partir da experiência prática em assessoria de comunicação junto aos magistrados do Tribunal Regional do Trabalho – PB (TRT-PB), em que foram identificadas muitas dificuldades e equívocos no relacionamento com a mídia. A partir da discussão de um referencial teórico que engloba jornalismo, linguagem, Media Training, porta-vozes e competências, foi possível delinear uma abordagem multifacetada para a construção do referido manual. Em relação à metodologia do trabalho, define-se como uma pesquisa exploratória, de ordem qualitativa e de finalidade aplicada, pois propõe a resolução de um problema identificado em um contexto específico, neste caso, a relação dos magistrados do TRT com a imprensa. O manual proposto foi plenamente elaborado, e, com isto, acredita-se que ele é um importante instrumento de conhecimento, auxiliando a construção de novas competências para os magistrados, e, consequentemente, representa uma contribuição social por oferecer informações específicas sobre a dinâmica do jornalismo.

本文係以證券商發言人作為研究對象，探討台灣上市櫃公司發言人的核心能力。有鑑於量化研究較難以發掘核心能力的真實面貌，因此本文是採用半結構式的深度訪談做質化研究，再輔以問卷調查進行交叉分析，進而歸納台灣上市櫃公司發言人所應具備的核心能力，並希望利用這項結果，提供研究者對於發言人核心能力及其職場生態的瞭解，以作為今後對相關領域內學術探討與企業實務的參考。 本研究在學術及實務上的目的有四項，分述如下： （一）探索上市櫃公司發言人核心能力的特質，作為比較依據； （二）了解上市櫃公司發言人從業歷程，彌補既有文獻之不足； （三）作為企業界任命及培訓發言人之參考； （四）提供主管機關未來修訂上市櫃公司發言人制度之參考。 儘管目前學術界缺乏企業發言人的相關文獻可供參考，但經過本文對現 有十家上市櫃證券商進行研究之後，大致可以歸納出以下結論： （一）「專業能力」、「溝通能力」及「情緒管理」是大部份受訪的發言人都擁有的核心能力，也是受訪者建議發言人必須具備的主要核心能力；而「掌握公司文化」與「企業倫理」則是另外發現的兩項非常重要的職能，雖然目前各界的定義或認知可能不同，但這兩項職能未來仍將列入核心能力的範疇之中。 （二）上市櫃證券商發言人通常是由位高權重的資深主管所兼任，他們接任之前的平均專業年資是九．七年，而每天真正花在發言人業務上的時間，大約只占辦公時間的十分之一。 （三）上市櫃證券商發言人希望參加正式的在職訓練課程，以學習法令新知，汲取實務案例經驗，並進行經驗交流。 （四）有關企業購併案的資訊揭露，主管機關應該訂定明確的標準作業程序，以免上市櫃公司必須夾在法令的灰色地帶，一方面要設法在保密過程中推動購併案，另一方面又要擔心資訊揭露太慢而遭受法令處罰。 關鍵字：發言人、核心能力、公司治理、公共關係 / This thesis takes the spokespersons of securities companies as an example to discuss the issue regarding core competencies of spokespersons of the listed companies in Taiwan. To have deeper understanding of the issue, this study conducts in-depth interviews as well as questionnaires on spokepersons of the ten listed securities companies. Quantitative and qualitative data were cross-examined to present the overall picture of the spokespersons of Taiwan’s listed securities companies. By conducting empirical research, this thesis aims to contribute to the academic and practical fields. The major findings of this study are: (1)There are three core competencies that most of the interviewed spokespersons own in this research. They are “Professional ability,” “Communication ability,” and “Emotion management.” These factors are also suggested as criteria for qualified spokespersons by the interviewees. In addition, “Grasping the corporate’s culture” and “Corporate ethics” are also two important abilities emphasized by the interviewees. (2)Generally speaking, the position of spokesperson is not a full-time job. It is only part of the senior managers’ concurrent responsibility. Before taking over the positions, these spokespersons have spent an average of 9.7 years in related professions. The senior managers would spend about one-tenth working hours on the spokespersons’ daily duties. (3)The spokespersons of the listed companies would like to participate in professional training programs to learn new regulations and to share practical experience from case studies. (4)For the listed companies in mergers and acquisitions (M&A), the spokespersons have the obligation to disclose the material information to the public as soon as possible, but the M&A cases might be interrupted or fail due to the immature information disclosure. Therefore, the authorities should set up the standard M&A procedure so that the spokespersons could disclose information step by step, in order to take care of the benefit both for companies and investors. Keywords: Spokesperson, Core competency, Corporate governance, Public relations

Title: Requirements of Selected Czech Media for Media Relations of Sports Organisations Objectives: The objective of this thesis is to synthesize sports media's opinions on media relations of sports organizations in Czech republic. The aim is to create a document that will have the potential to improve communication between media and Czech sports organizations. Methods: The qualitative method of interviews was used for data collection, alongside with a guideline based on theoretical framework. Respondents were selected by targeted sampling employing criteria. Interviews were recorded and subsequently transcribed into written form. Obtained data were processed by the deductive method of thematic analysis. Results: The result of this thesis is a summary of requests from media representatives. The results reflect the theoretical framework with practical comments for the Czech sports environment. Overall, media representatives focus on trust from sports organizations and their representatives. They recall that a media output is also a part of a sports career of athletes. They wish to be seen as someone who is a partner in spreading information to the public and fans, not as an enemy. Keywords: public relations, communication, press release, press conference, sports media, media guide, media room,...

The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand. The purpose with this thesis is to explore and illustrate how organizational core values are communicated through notional employees. The phenomenon of notional employees was researched from both a company and customer perspective, where a multiple case study research was made. Interviews were held with the authors of the notional employees and focus groups were held among consumers. Communication of core values via notional employees follows four steps. First the notional employee and its character is created. This step is followed by communication of core values through the notional employee. Thirdly, the type of values which has been communicated needs to be analyzed. Finally, if true core values are not communicated, communicative adjustments are required. These steps are presented in “The Core Value Communication Wheel”.

Leadership in an egalitarian society is a contradiction in terms. Still, a collective has to be vocal in order to gain a bargaining position, and to have its identity reflected and accepted. This is not the least true for a marginalised society like När socken, on the Swedish island of Gotland. In this farming community of some 550 inhabitants - as on Gotland in general - there are, in the conventional sense of the word, no leaders to perform this presentation. However, the concept of spokesperson is well established. They are locally defined by the use of labels, which in turn are based on descriptions or adjectives like "firebrand", "nay-sayer", "good", "balanced" etc. I propose that this way of defining spokespersons is founded on a strong egalitarian notion and is best described as a semantic field, rather than in hierarchical terms. Throughout the centuries the geographical and social base for the individual spokesperson has been the farm or ensamgård, i.e. a group of economically, jurally, ritually, as well as spatially linked homesteads. Thus, the socken of När may be described as an example of a house-based society. Successively these ensamgård have given place to more individual farms and these in turn have become linked directly with the socken as such. Presently the socken itself has ceased to exist, at least as a formal unit within the administrative set-up of Sweden. Nevertheless, locally När socken continues to act as the prime key organising symbol. As such, När socken forms the prime focus for the processes of identity formation and the most important forum for passing information, decision-making and implementation. On the one hand, the individual farms, with links of kinship, neighbourhood, co-operation, and co-ownership, constitute the basis for the formation of social ties within the socken. On the other, such ties are also established by popular participation in an astounding amount of voluntary associations as well as quite a few projects benefiting the community as a whole. These are undertakings that mobilise the absolute majority of the population. These processes have here been summarised as När’s socken-democracy. To the outsider the projects are the most obvious result of localised popular participation. From a local point of view these projects are, apart from being socially and economically significant, primarily regarded as sources of enjoyment - the satisfaction of which is considered in itself the single most important reason to participate in any collective social action. När socken is successfully represented as a thoroughly dynamic "modern" industrious and thriving community. At the same time it is regionally regarded as one of the most traditional Gotlandic farming socken with all the connotations of a warm-embracing but also somewhat backward, marginalised community. These rather contradictory rhetoric tools are successfully employed by the spokespersons as they, in unison, represent the community. However, the spokespersons of När socken are not a homogenous group with a single goal. Local solidarity obscures the fact that the presentation is based on a complex process. One can find strong urges among farmers/farms not only to be good enough (duga) but to excel at the cost of one’s neighbours, there is also a continuos competition to define what is to be the dominant local paradigm. This way of consciously devising rhetorics and keep a firm line between the community and the outside may be interpreted as a result of an expressed need to come to terms with political and economic, as well as moral marginalisation of the individual and community. Still, these rhetorics do not directly determine the ways in which the community members interact on När or vice versa. Everyday practices, be they socialising or engaging in a project, answer to a felt need to smoothen out everyday community life. The duality of a symbolically constructed rhetoric identity and local practice may be regarded as complementary ways to construct a viable collective identity in an increasingly individualised and globalised world. The combination of rhetoric and practice can be seen as answers to the expressed local concern as how to make life in the margin a feasible proposition.