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Colorado State University
1.
Wenzel, Mariah Claire.
Simplification, debranding, and new marketing techniques: an historical analysis of brand logo design.
Degree: MS(M.S.), Journalism and Media Communication, 2018, Colorado State University
URL: http://hdl.handle.net/10217/189343 
► Marketing and advertising trends, like fashion, go in and out of style with the seasons and the years. In decades past, advertisements were once created…
(more)
▼ Marketing and advertising trends, like fashion, go in and out of style with the seasons and the years. In decades past, advertisements were once created entirely out of text. But as cameras got better, printers more detailed, and digital marketing came to the forefront, advertising shifted to a visual medium. In a general overview of the top companies in the U.S., there seems to have been a shift towards more simplistic even minimalist design practices. In trying to objectively measure a design, there are many factors to consider if one wishes to categorize simple versus complex. Through the use of a visual content analysis, this study explored the evolution of 20 of the top U.S. companies' logos over the course of four different design iterations. In comparing logo design trends over time, this study examined simplicity as a function of several different design variables, as well as textual elements used with these company logos. Due to the exploratory nature of this study, portions of this particular study were unable to assert with statistical relevance that visual design variables were a factor in this simplification. However, it was discovered that textual elements, as a portion of the logo, were changing in terms of the number of characters used within the design. Although this study was unable to support several of the initial assumptions the researcher held, it does provide a valuable framework for further research.
Advisors/Committee Members: Abrams, Katherine (advisor), Castillo, Daniela (committee member), Kelly, Kathleen (committee member).
Subjects/Keywords: debranding; logo; simplification; design; branding; rebranding
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APA (6th Edition):
Wenzel, M. C. (2018). Simplification, debranding, and new marketing techniques: an historical analysis of brand logo design. (Masters Thesis). Colorado State University. Retrieved from http://hdl.handle.net/10217/189343
Chicago Manual of Style (16th Edition):
Wenzel, Mariah Claire. “Simplification, debranding, and new marketing techniques: an historical analysis of brand logo design.” 2018. Masters Thesis, Colorado State University. Accessed March 05, 2021.
http://hdl.handle.net/10217/189343.
MLA Handbook (7th Edition):
Wenzel, Mariah Claire. “Simplification, debranding, and new marketing techniques: an historical analysis of brand logo design.” 2018. Web. 05 Mar 2021.
Vancouver:
Wenzel MC. Simplification, debranding, and new marketing techniques: an historical analysis of brand logo design. [Internet] [Masters thesis]. Colorado State University; 2018. [cited 2021 Mar 05].
Available from: http://hdl.handle.net/10217/189343.
Council of Science Editors:
Wenzel MC. Simplification, debranding, and new marketing techniques: an historical analysis of brand logo design. [Masters Thesis]. Colorado State University; 2018. Available from: http://hdl.handle.net/10217/189343
Colorado State University
2.
Martinek, Amanda Lee.
Predictors of youth climate collective action: extending the theory of planned behavior framework to examine identity and communication.
Degree: MS(M.S.), Journalism and Media Communication, 2020, Colorado State University
URL: http://hdl.handle.net/10217/211992
► Due to the growing concern of the global climate change crisis and young adults responding to this crisis in large numbers by engaging in public-sphere…
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▼ Due to the growing concern of the global climate change crisis and young adults responding to this crisis in large numbers by engaging in public-sphere environmental actions, this study seeks to more deeply understand motivations and barriers of this young population to engage in environmental action. Using the Theory of Planned Behavior (TPB) framework, which uses attitudes, social norms and perceived behavioral control to predict both behavior and behavioral intention, often in a private-sphere behavioral context, this study aims to extend the TPB by adding additional variables, such as environmental communication, climate change social media use, environmental identity and political identity, that more accurately predict public-sphere collective action. It also examines practical constraints related to time, money and access. Using an online survey of adults aged 18 to 29, this study found that environmental communication, climate change social media use and environmental identity are all strong and significant predictors for both action intentions and action. It also found that political identity is a significant predictor of intentions but not action. Environmental action intentions are significant predictors towards action. Lastly, this study found that demographics, social norms, perceived behavioral control, attitudes and practical constraints are all not significant predictors of environmental action or intentions for this population. Theoretical and practical implications are discussed.
Advisors/Committee Members: Anderson, Ashley A. (advisor), Abrams, Katherine M. (committee member), Knobloch, Katherine R. (committee member).
Subjects/Keywords: climate communication; environmental communication; theory of planned behavior; collective action; climate change; social media
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APA (6th Edition):
Martinek, A. L. (2020). Predictors of youth climate collective action: extending the theory of planned behavior framework to examine identity and communication. (Masters Thesis). Colorado State University. Retrieved from http://hdl.handle.net/10217/211992
Chicago Manual of Style (16th Edition):
Martinek, Amanda Lee. “Predictors of youth climate collective action: extending the theory of planned behavior framework to examine identity and communication.” 2020. Masters Thesis, Colorado State University. Accessed March 05, 2021.
http://hdl.handle.net/10217/211992.
MLA Handbook (7th Edition):
Martinek, Amanda Lee. “Predictors of youth climate collective action: extending the theory of planned behavior framework to examine identity and communication.” 2020. Web. 05 Mar 2021.
Vancouver:
Martinek AL. Predictors of youth climate collective action: extending the theory of planned behavior framework to examine identity and communication. [Internet] [Masters thesis]. Colorado State University; 2020. [cited 2021 Mar 05].
Available from: http://hdl.handle.net/10217/211992.
Council of Science Editors:
Martinek AL. Predictors of youth climate collective action: extending the theory of planned behavior framework to examine identity and communication. [Masters Thesis]. Colorado State University; 2020. Available from: http://hdl.handle.net/10217/211992
3.
Koroulis, Catharine Kelly.
Message effectiveness in the local food context.
Degree: MS(M.S.), Journalism and Media Communication, 2016, Colorado State University
URL: http://hdl.handle.net/10217/178819
► The local food movement has grown in popularity and might be beneficial both to individuals and communities. Most messaging strategies around local foods incorporate environmental…
(more)
▼ The local food movement has grown in popularity and might be beneficial both to individuals and communities. Most messaging strategies around local foods incorporate environmental or social elements, however a dominant branding strategy does not currently exist. We uncovered three common factors that were found in several studies on motivators to purchase local foods. These motivating factors were food quality, healthfulness, and support of local farmers. We sought to identify if message frames around these motivations created positive attitudes and behavioral intent to purchase local foods. To test this relationship 408 study participants were recruited from general education courses at
Colorado State University. The theories included in this study were framing theory and the theory of planned behavior, which includes attitude, subjective norms, perceived behavioral control, and behavioral intent. Personality traits have been shown to moderate the effectiveness of message frames as well as attitudes toward local food. Therefore, personality traits were also taken into consideration as potentially moderating the relationship between frame type and attitudes/behavioral intent to purchase local foods. The factor-five model was used to evaluate personality types. The factor-five model includes the personality types neuroticism, extraversion, agreeableness, openness, and conscientiousness. Our results show that each frame type did not significantly influence participants’ attitudes, subjective norms, perceived behavioral control, or behavioral intent to purchase local foods. This was the case both before and after personality traits were taken into consideration as moderating the relationship between frame type and behavioral intent. However, our main analysis did reveal that the personality trait openness is significantly related to each element of the theory of planned behavior model. Additional exploratory analysis shows that females are more likely to have favorable attitudes toward local food than males. Exploratory analysis also revealed that current and past production of food is related to a greater perceived behavioral control to purchase local foods. We suggest that the study might yield more meaningful results if pre-existing attitudes and elaboration on behalf of participants had been considered. We recommend a replication of this study with message strength and quality taken into greater consideration. In two separate areas of study, we also recommend further research on the relationship between attitudes toward local food and degrees of separation from food production as well as a possible link between the personality trait openness and local food sales.
Advisors/Committee Members: Abrams, Katherine (advisor), Sivakumar, Gayathri (committee member), Thilmany-McFadden, Dawn (committee member).
Subjects/Keywords: agriculture; local foods; factor-five model; advertising
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APA (6th Edition):
Koroulis, C. K. (2016). Message effectiveness in the local food context. (Masters Thesis). Colorado State University. Retrieved from http://hdl.handle.net/10217/178819
Chicago Manual of Style (16th Edition):
Koroulis, Catharine Kelly. “Message effectiveness in the local food context.” 2016. Masters Thesis, Colorado State University. Accessed March 05, 2021.
http://hdl.handle.net/10217/178819.
MLA Handbook (7th Edition):
Koroulis, Catharine Kelly. “Message effectiveness in the local food context.” 2016. Web. 05 Mar 2021.
Vancouver:
Koroulis CK. Message effectiveness in the local food context. [Internet] [Masters thesis]. Colorado State University; 2016. [cited 2021 Mar 05].
Available from: http://hdl.handle.net/10217/178819.
Council of Science Editors:
Koroulis CK. Message effectiveness in the local food context. [Masters Thesis]. Colorado State University; 2016. Available from: http://hdl.handle.net/10217/178819
4.
Walker, Anne.
Wheat-free for the wrong reasons? College students' attitudes and information sources pertaining to the gluten-free diet.
Degree: MS(M.S.), Journalism and Media Communication, 2016, Colorado State University
URL: http://hdl.handle.net/10217/176595
► The gluten-free diet has grown popular over the past years, with more people on the diet than simply celiac patients. Health professionals were concerned by…
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▼ The gluten-free diet has grown popular over the past years, with more people on the diet than simply celiac patients. Health professionals were concerned by the high number of people on the diet for reasons other than celiac disease because of dietary deficiencies that stem from eating gluten-free. Health scholars believed that misleading media messages touting the weight-loss and general health benefits of the diet were leading to the popularity of the gluten-free diet. However, these statements were not supported by research. In the pursuit of knowledge, research questions were developed for attitudes and information sources of the diet. Agenda setting and framing theory were used to examine survey results to better understand the possible influence media sources are having on attitudes towards the diet. To achieve a better understanding of attitudes and sources of information about the gluten-free diet, an online survey was given to 351 college students assessing their attitudes and both interpersonal and media information sources. College students were chosen as the study population based on their proclivity for fad dieting, changes in eating habits, and issues with weight. Results indicated that while students neither believed the diet was healthy nor unhealthy for everyone, they did hold negative attitudes about gluten-free as a fad diet, and believed others thought the diet was annoying and healthy. Search engine results were the most popular source of gluten-free diet information, and health type media sources were the most preferred type of media. Friends and family were the most used sources of interpersonal information, and health care providers were the least used interpersonal source of information. Students who had celiac disease or a gluten sensitivity were more likely to find gluten-free information on a search engine, on followed blogs or websites, and in magazine articles; these students were also more likely to discuss the diet with friends, family, and a health care provider. Implications and recommendations for future research were also discussed.
Advisors/Committee Members: Abrams, Katherine (advisor), Kodrich, Kris (committee member), Wdowik, Melissa (committee member).
Subjects/Keywords: attitudes; gluten-free diet; information sources; framing theory; agenda setting theory; health communication
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APA ·
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APA (6th Edition):
Walker, A. (2016). Wheat-free for the wrong reasons? College students' attitudes and information sources pertaining to the gluten-free diet. (Masters Thesis). Colorado State University. Retrieved from http://hdl.handle.net/10217/176595
Chicago Manual of Style (16th Edition):
Walker, Anne. “Wheat-free for the wrong reasons? College students' attitudes and information sources pertaining to the gluten-free diet.” 2016. Masters Thesis, Colorado State University. Accessed March 05, 2021.
http://hdl.handle.net/10217/176595.
MLA Handbook (7th Edition):
Walker, Anne. “Wheat-free for the wrong reasons? College students' attitudes and information sources pertaining to the gluten-free diet.” 2016. Web. 05 Mar 2021.
Vancouver:
Walker A. Wheat-free for the wrong reasons? College students' attitudes and information sources pertaining to the gluten-free diet. [Internet] [Masters thesis]. Colorado State University; 2016. [cited 2021 Mar 05].
Available from: http://hdl.handle.net/10217/176595.
Council of Science Editors:
Walker A. Wheat-free for the wrong reasons? College students' attitudes and information sources pertaining to the gluten-free diet. [Masters Thesis]. Colorado State University; 2016. Available from: http://hdl.handle.net/10217/176595
5.
Odegard, Paige Alexandra.
#WhereAmI? The synergy of social media engagement and cartosemiotic conduct.
Degree: MS(M.S.), Journalism and Media Communication, 2018, Colorado State University
URL: http://hdl.handle.net/10217/189370
► This thesis presents a multi-quantitative study to describe and analyze the synergy of map language, or cartosemiotics, and social media engagement. In addition to an…
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▼ This thesis presents a multi-quantitative study to describe and analyze the synergy of map language, or cartosemiotics, and social media engagement. In addition to an extensive literature review of cartosemiotics and social media, a content analysis of social media posts and an online survey of social media users were implemented to define Social Cartosemiotic Conduct (SCC). This conduct is primarily sharing a combination of[location] and emoji on social media, to indicate both a place or geotag and a corresponding symbol to represent that place. While identifying this map language on social media, the effects of this communication were also determined, specifically in relation to user concern for privacy, spatial awareness, and social perspective. Although the survey data from the collected convenience sample was not representative of the randomly sampled content analysis data, the individual method results, as well as the data similarities between each method, showed relationships that could influence: market research procedures, how geographers landscape place, an understanding for a new form of geo-centered Computer Mediated Communication, as well as how individual privacy concerns are becoming more collective as technology from multiple disciplines are advancing and synthesizing.
Advisors/Committee Members: Abrams, Katherine M. (advisor), Seel, Peter B. (committee member), Laituri, Melinda J. (committee member).
Subjects/Keywords: emoji; privacy; social media; location; cartosemiotics; social cartography
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APA (6th Edition):
Odegard, P. A. (2018). #WhereAmI? The synergy of social media engagement and cartosemiotic conduct. (Masters Thesis). Colorado State University. Retrieved from http://hdl.handle.net/10217/189370
Chicago Manual of Style (16th Edition):
Odegard, Paige Alexandra. “#WhereAmI? The synergy of social media engagement and cartosemiotic conduct.” 2018. Masters Thesis, Colorado State University. Accessed March 05, 2021.
http://hdl.handle.net/10217/189370.
MLA Handbook (7th Edition):
Odegard, Paige Alexandra. “#WhereAmI? The synergy of social media engagement and cartosemiotic conduct.” 2018. Web. 05 Mar 2021.
Vancouver:
Odegard PA. #WhereAmI? The synergy of social media engagement and cartosemiotic conduct. [Internet] [Masters thesis]. Colorado State University; 2018. [cited 2021 Mar 05].
Available from: http://hdl.handle.net/10217/189370.
Council of Science Editors:
Odegard PA. #WhereAmI? The synergy of social media engagement and cartosemiotic conduct. [Masters Thesis]. Colorado State University; 2018. Available from: http://hdl.handle.net/10217/189370
6.
Macon, June Mia.
User-generated content: an examination of users and the commodification of Instagram posts.
Degree: MS(M.S.), Journalism and Media Communication, 2017, Colorado State University
URL: http://hdl.handle.net/10217/184039
► The language around social media contributes to perceptions of who is posting content and why. The concept of user generated content (UGC) places an emphasis…
(more)
▼ The language around social media contributes to perceptions of who is posting content and why. The concept of user generated content (UGC) places an emphasis on authorship and has been defined as online content that is publically available and created by end-users in a creative effort (Dennhardt, 2013). UGC is a powerful tool for businesses because it taps into one of the most valued marketing tools: verbal consumer-to-consumer communication, which is also known as "word of mouth" (WOM) marketing. However, the tactics used by companies to integrate UGC with their own content and goals has resulted in a blurred line between sponsored content paid by advertisers and UGC independently posted by regular users. Recent attempts to regulate this distinction have struggled to determine how, exactly, audiences can be effectively alerted to paid content on social media platforms, especially Instagram. This study uses the persuasion knowledge model (PKM) as a theoretical framework to examine if and when audiences' responses to and coping mechanisms are triggered in Instagram. It argues that digital media literacy is especially challenged in UGC platforms, and draws on political economy to suggest that the relationships between producers and consumers has been blurred in favor of the producers. Online users who have a well-known or niche brand can make money from his or her brand and online community because companies use "regular people" to push products to reach a specific audience; one that a regular user has the ability to build and maintain. This is why businesses have targeted UGC and why the user interaction with this type of content needs to be re-examined. This study examines the relationships between viewer perceptions of commercial sponsorship and post content in the social media platform, Instagram. Specifically, it examines whether or not the trust and credibility generally associated with electronic word-of-mouth are affected by hashtags and other cues on Instagram posts. This project asks, Does the commodification of user-generated content change the way the content is perceived by users? It tests these relationships in an experiment that manipulates hashtags and @name text that accompany an image. The study hypothesizes that users will not be more likely to identify content as sponsored when apromoted tag is present in the caption than when #ad or #sponsored is used; it also hypothesizes that @company_name tags were more likely to be recognized as sponsored than the hashtag text versions. Changes in advertising recognition, persuasive intent of the message, trust in the message, and credibility of the message were examined in between subjects' analyses using ANOVAs, correlations, and t-tests. The results revealed several findings. Results showed users recognized the @company_handle as an advertisement more than #ad, #sponsored, and #promoted. The results also showed no significant difference between user's perception of the hashtags #ad, #sponsored, and #promoted. Also, even when these cues were present, some…
Advisors/Committee Members: Martey, Rosa Mikeal (advisor), Abrams, Katherine (committee member), Garcia, Antero (committee member).
Subjects/Keywords: digital media literacy; sponsored content; advertising; user generated content; Instagram
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APA ·
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APA (6th Edition):
Macon, J. M. (2017). User-generated content: an examination of users and the commodification of Instagram posts. (Masters Thesis). Colorado State University. Retrieved from http://hdl.handle.net/10217/184039
Chicago Manual of Style (16th Edition):
Macon, June Mia. “User-generated content: an examination of users and the commodification of Instagram posts.” 2017. Masters Thesis, Colorado State University. Accessed March 05, 2021.
http://hdl.handle.net/10217/184039.
MLA Handbook (7th Edition):
Macon, June Mia. “User-generated content: an examination of users and the commodification of Instagram posts.” 2017. Web. 05 Mar 2021.
Vancouver:
Macon JM. User-generated content: an examination of users and the commodification of Instagram posts. [Internet] [Masters thesis]. Colorado State University; 2017. [cited 2021 Mar 05].
Available from: http://hdl.handle.net/10217/184039.
Council of Science Editors:
Macon JM. User-generated content: an examination of users and the commodification of Instagram posts. [Masters Thesis]. Colorado State University; 2017. Available from: http://hdl.handle.net/10217/184039
. 
Open Access Theses and Dissertations
