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Original.Pdf ofElon Undergraduate Journal Research in Communications EJ Spring 4 Issue School of Communications Elon University The World of Journals Welcome to the nation’s only journal devoted to undergraduate research in communications. The website of the Council on Undergraduate Research lists about 120 undergraduate research journals nationwide (http://www.cur.org/resources/students/undergraduate_journals/). Some of these focus on a discipline (e.g., Journal of Undergraduate Research in Physics). Others are university-based and multidisci- plinary (e.g., MIT Undergraduate Research Journal). The Elon Journal is the only one with a focus on undergraduate research in journalism, media and communications. The School of Communications at Elon University is the creator and publisher of the online journal. The first issue was published in Spring 2010. The journal is published twice a year, with spring and fall issues, under the editorship of Dr. Byung Lee, associate professor in the School of Communications. The three purposes of the journal are: 1. To publish the best undergraduate research in Elon’s School of Communications each term, 2. To serve as a repository for quality work to benefit future students seeking models for how to do undergraduate research well, and 3. To advance the university’s priority to emphasize undergraduate student research. Articles and other materials in the journal may be freely downloaded, reproduced and redistributed without permission as long as the author and source are properly cited. Student authors retain copyright own- ership of their works. Celebrating Student Research This journal reflects what we enjoy seeing in our students—intellectual maturing. As 18 year olds, some students enter college wanting to earn a degree, but unsure if they want an education. They may question whether communication theory has anything to do with real life. Ready to start their media careers, many would rather focus on workplace skills than analyze issues and concepts. In Elon’s School of Communications, we strive for a balance among concepts, writing and production. All are important. Student media and organizations are terrific venues for the practice of journalism, broadcasting, pub- lic relations, advertising and cinema. In turn, this journal celebrates the life of the intellect through undergraduate research. It represents the intellectual maturing that occurs by the senior year. These published articles make us aware of the solitary hours that students spend in research and the untold hours in which student and teacher-mentor work together to revise a paper for public consumption. It’s exciting to see students conducting research in such arenas as social media and press freedom. By focusing attention on undergraduate research, this journal helps reinforce all that we think a uni- versity should be. Dr. Paul Parsons, Dean School of Communications Editorial Board Twenty-four faculty members in Elon’s School of Communications served as the Editorial Board that selected the nine undergraduate research papers appearing in the 2014 spring issue. From more than 100 research papers written in advanced School of Communications classes, 19 papers were submitted to the journal by communications students through the encouragement and mentoring of capstone teachers and other professors in the school. Professors who served as the Editorial Board were Vanessa Bravo, Lee Bush, Naeemah Clark, David Copeland, Dianne Finch, Kenn Gaither, Jessica Gisclair, Don Grady, Vincent Hal, Jonathan Jones, Derek Lackaff, Julie Lellis, Harlen Makemson, William Moner, Phillip Motley, Thomas Nelson, George Padgett, Paul Parsons, Glenn Scott, Michael Skube, Jessalynn Strauss, Amanda Sturgill, Frances Ward-Johnson and Qian Xu. Thanks should also go to Bryan Baker, who videotaped student introductions to their projects, and Colin Donohue, who uploaded the articles in this issue and student videos. Editor’s Note This issue has nine manuscripts covering a wide gamut of topics: film design production, theTV in- dustry, Guerrilla advertising, content analysis of newspaper articles, sports teams’ tweets, Superbowl adver- tisements, cell phone addiction, and Saturday Night Live. In her study on “Film Production Design: Case Study of The Great Gatsby,” Kelsey Egan found that design production is essential to transporting the audience to the time period the movie depicts. Her analysis showed that the movie excelled in reflecting the art decoration style, atmosphere and people in the 1920s that the movie portrayed. Nicole Chadwick interviewed 13 TV journalists to find out the impact of online and mo- bile technology on TV journalism. She found that web presence and mobile apps are getting more important in most cases, and the industry tries to license third party digital assets for its web sites as well as TV. One study about advertising focused on the efficacy of Guerrilla advertising campaigns on pubic health issues. Kendal Cinnamon invented a new scale to measure this efficacy based on emotional appeals, sensory involvement and environmental circumstances. She used this scale to measure the efficacy of three advertisements. Another study on advertising was conducted by Baron Smith: “Conveyance of Brand Identi- ties and Portrayal of Minority Groups in 2013 Superbowl Automobile Advertisements.” This qualitative content analysis concluded that the advertisements communicated clear brand identities through story- telling, but they contained stereotypical gender roles and sexualized or marginalized portrayals of women. For her study on “Palestinian-Arab Media Frames and Stereotypes of the ‘Other’ Israeli-Jews,” Katy Steele content analyzed articles from three Palestinian media websites. The biggest frame she found out was the Israeli-Palestinian conflict that was defined in terms of land and territory disputes. New York City has many athletic teams. Through content analysis of tweets from two NFL and two NBA teams in the area, Jordan Johnston found that basketball teams issued more tweets than their football counterparts. The analysis also found that the NBA teams implemented excellent Twitter practices. In her study on music fans’ Twitter activities during the 2013 MTV VMAs, Kyrstin Wallach found that the topics of tweets converged, supporting Social Influence Network Theory. For her study on “Students’ Cell Phone Addiction and Their Opinions,” Tessa Jones found in her field study that the need of self-gratification achieved through excessive cell phone use has negative psychological effects on college students. Jessica Leano did secondary research for her study on “The Agenda-Setting Power of Saturday Night Live.” Her conclusion was that Saturday Night Live influenced the 2008 Presidential Election through its satirical “news” coverage of Sarah Palin, raising the possibility that an entertainment program may influence viewers’ political beliefs. In this issue, student authors used diverse methods, such as interviews, web story analysis, field observation, tweet analysis, and secondary research. I hope future students would do the same: effectively applying research skills they learned in class to the analysis of contemporary media issues. Dr. Byung Lee Journal Editor The Elon Journal of Undergraduate Research in Communications Volume 5, No. 1 • Spring 2014 Film Production Design: Case Study of The Great Gatsby Kelsey Egan 5 Revolutionizing the Newsroom: How Online and Mobile Technologies Have Changed Broadcast Journalism Nicole Chadwick 15 The Efficacy of Guerrilla Advertising Campaigns on Public Health Issues Kendal Cinnamon 24 Conveyance of Brand Identities and Portrayal of Minority Groups in 2013 Superbowl Automobile Advertisements Baron Smith 35 Palestinian-Arab Media Frames and Stereotypes of the ‘Other’ Israeli-Jews Katy Steele 43 Big Apple Kickoff vs. Tipoff: A Twitter Analysis Jordan Johnston 57 A Content Analysis of Twitter Use: Factors That Might Increase Music Sales During an Award Show Kyrstin Wallach 65 Students’ Cell Phone Addiction and Their Opinions Tessa Jones 74 The Agenda-Setting Power of Saturday Night Live Jessica Leano 81 Film Production: Case Study of The Great Gatsby by Kelsey Egan — 5 Film Production Design: Case Study of The Great Gatsby Kelsey Egan* Media Arts & Entertainment- Cinema Elon University Abstract The author examined the significance of production design in film. This paper reviewed scholarly articles on the evolution of production design and applied her findings to analysis of Baz Luhrmann’s 2013 rendition of The Great Gatsby. This study revealed that accurate and creative production design is essential to success in film. Analysis of The Great Gatsby showed that production design reflected an Art Deco style, the period of 1920s, and the representation of characters in the film. Without the intricate and well-planned production design, the themes of the F. Scott Fitzgerald’s novel would not have resonated with the film’s audience. This paper shows how production design effectively transported the audience to a different time period. I. Introduction Going to the movies is an activity all Americans love. Whether it is for the story, characters, atmo- sphere or the simple joy of spending time with friends and family, cinema is an essential part of our culture. A large attraction to cinema is its ability to transport an audience to an entirely new world. If the story is fictional or based on a real event, movies can take the viewer to any location, time period, or economic status that they’ve never experienced before.
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