This study seeks to show how Nike, Inc. has effectively followed a strategy to increase the sale of its products that can be characterized as propaganda. Regarding method, this is a qualitative study which applied the propaganda analysis plan developed by Jowett & O'Donnell (1992) to examine and describe (1) Nike's ideology, (2) corporate structure and culture, (3) purpose, (4) targeted audiences, (5) the dissemination of the propaganda, (6) techniques for increasing its effectiveness, (7) existing counterpropaganda and contradictions, and (8) the effectiveness of the campaign. The study provides evidence that Nike engages in propaganda through an organized, systematic, and deliberate attempt to influence the beliefs, attitudes, perceptions, and actions of specific audiences for the purpose of accomplishing fixed objectives.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc279200 |
| Date | 12 1900 |
| Creators | Anderson, Christian S. (Christian Spencer) |
| Contributors | Land, Floyd Mitchell, 1949-, Cawyer, Carol, Carstarphen, Meta G., 1954-, Reichert, Tom |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | iv, 137 leaves, Text |
| Rights | Public, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved., Anderson, Christian S. (Christian Spencer) |
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