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A Qualitative Content Analysis of the National Trust for Historic Clemson University TigerPrints All Theses Theses 5-2012 The akM ing of a Movement: A Qualitative Content Analysis of the National Trust for Historic Preservation Magazine from 1949 to 2010 Katherine Marie Ferguson Clemson University, [email protected] Follow this and additional works at: https://tigerprints.clemson.edu/all_theses Part of the Historic Preservation and Conservation Commons Recommended Citation Ferguson, Katherine Marie, "The akM ing of a Movement: A Qualitative Content Analysis of the National Trust for Historic Preservation Magazine from 1949 to 2010" (2012). All Theses. 1356. https://tigerprints.clemson.edu/all_theses/1356 This Thesis is brought to you for free and open access by the Theses at TigerPrints. It has been accepted for inclusion in All Theses by an authorized administrator of TigerPrints. For more information, please contact [email protected]. THE MAKING OF A MOVEMENT: A QUALITATIVE CONTENT ANALYSIS OF THE NATIONAL TRUST FOR HISTORIC PRESERVATION MAGAZINE FROM 1949 TO 2010 A Thesis Presented to The Graduate Schools of Clemson University and the College of Charleston In Partial Fulfillment of the Requirements for the Degree Master of Science Historic Preservation by Katherine Marie Ferguson May 2012 Accepted by: Carter L. Hudgins, Ph.D., Committee Chair Ashley Robbins Wilson Katherine A. Saunders John B. Hildreth ABSTRACT For over 60 years, the National Trust for Historic Preservation has published a magazine. Covering issues from preservation legislation to sustainability, this publication has been the predominant voice in the preservation movement. But what has it been saying, really? This study applies a communications approach to examine the messages the National Trust magazine has presented to its members and the public and studies the role this type of marketing tool has played in the movement for more than half a century. This research identifies seven important eras in communications for the magazine. Trends in the kind of news being reported, the style and voice of articles, and thematic shifts in the magazine demonstrate the trajectory of the marketing and communications strategy in and between eras. In an era when print media faces extinction because of the overwhelming success of internet and social media, this study evaluates the usefulness of such a print publication in the future. Ultimately, this study is a step towards further research and discussion regarding marketing and communications strategy in the preservation movement. ii DEDICATION For my dad—who left behind enough love and pride in his daughter to last her a lifetime, and who will never be forgotten in the pages of her heart. iii ACKNOWLEDGEMENTS I am eternally grateful to many people that have helped me in this journey, specifically: Dr. Carter Hudgins—for the weekly “marriage counseling” in this process and the kindness he showed in the matters of life. Dr. Douglas Ferguson in the College of Charleston Communications Department— who volunteered his time and talent to guide and council me in my methodology. John Hildreth and the National Trust for Historic Preservation Charleston Regional Office staff—who took a chance on a young preservationist and welcomed me into their happy little family. Joanne Archer at the University of Maryland, Maryland Room—who helped me get this project off the ground and was a great companion for my three days in Maryland. Aimee McLaughlin—who gave me shelter and continually gives me strength. My classmates—who have been an unwavering support system, have kept me grounded, and have been my best friends these past two years. My extended Charleston network of support—who are my home and my heart. My beautiful and loving mother—who has always believed in me more than I believe in myself, and who has been my role model for 27 years. iv TABLE OF CONTENTS Page ABSTRACT ................................................................................................................................................................... ii DEDICATION ............................................................................................................................................................. iii ACKNOWLEDGEMENTS ....................................................................................................................................... iv FIGURES AND TABLES ....................................................................................................................................... viii THIS MAGAZINE MATTERS: INTRODUCTION .............................................................................................. 1 PURPOSE OF THE STUDY .......................................................................................................................... 1 LITERATURE REVIEW ................................................................................................................................ 3 METHODOLOGY ..................................................................................................................................................... 13 INTRODUCTION ......................................................................................................................................... 13 REVIEW OF PREVIOUS CONTENT ANALYSIS STUDIES ............................................................. 13 METHODOLOGY ......................................................................................................................................... 16 THIS ORGANIZATION MATTERS: 1949-1956 ........................................................................................... 21 INTRODUCTION: 1949-1952 ................................................................................................................ 21 THE NEWS: 1949-1952 ........................................................................................................................... 26 THEMES: 1949-1952 ................................................................................................................................ 28 INTRODUCTION: 1953-1956 ................................................................................................................ 31 THE NEWS: 1953-1956 ........................................................................................................................... 32 THEMES: 1953-1956 ................................................................................................................................ 33 v THIS HISTORY MATTERS: 1957-1971 .......................................................................................................... 35 INTRODUCTION ......................................................................................................................................... 35 THE NEWS .................................................................................................................................................... 40 THEMES ......................................................................................................................................................... 41 THIS AUDIENCE MATTERS: 1972-1979 ...................................................................................................... 43 INTRODUCTION ......................................................................................................................................... 43 THE NEWS .................................................................................................................................................... 48 THEMES ......................................................................................................................................................... 49 THIS MOVEMENT MATTERS: 1980-1989 ................................................................................................... 53 INTRODUCTION ......................................................................................................................................... 53 THE NEWS .................................................................................................................................................... 59 THEMES ......................................................................................................................................................... 60 ADVERTISING .............................................................................................................................................. 64 THIS PLACE MATTERS: 1990-2000 ............................................................................................................... 66 INTRODUCTION ......................................................................................................................................... 66 THE NEWS .................................................................................................................................................... 72 THEMES ......................................................................................................................................................... 74 ADVERTISEMENTS ................................................................................................................................... 77 THIS_PLACE_MATTERS.COM: 2001-2010 ................................................................................................... 79 INTRODUCTION ........................................................................................................................................
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