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Social Attitudes Toward Conflict Resolution and Inefficiency in Marketing and Branding Nova Southeastern University NSUWorks Department of Conflict Resolution Studies CAHSS Theses, Dissertations, and Applied Theses and Dissertations Clinical Projects 2020 A Brand New Narrative: Social Attitudes Toward Conflict Resolution and Inefficiency in Marketing and Branding Emily Skinner Follow this and additional works at: https://nsuworks.nova.edu/shss_dcar_etd Part of the Dispute Resolution and Arbitration Commons, Marketing Commons, and the Peace and Conflict Studies Commons Share Feedback About This Item This Dissertation is brought to you by the CAHSS Theses, Dissertations, and Applied Clinical Projects at NSUWorks. It has been accepted for inclusion in Department of Conflict Resolution Studies Theses and Dissertations by an authorized administrator of NSUWorks. For more information, please contact [email protected]. A Brand New Narrative: Social Attitudes Toward Conflict Resolution and Inefficiency in Marketing and Branding by Emily Skinner A Dissertation Presented to the College of Arts, Humanities, and Social Sciences of Nova Southeastern University in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy Nova Southeastern University 2019 Nova Southeastern University College of Arts, Humanities, and Social Sciences ii Acknowledgments To Jo, without whom this dissertation would not exist. There is nothing I could ever do to explain to you the gratitude I feel for the sacrifices and lengths you have gone to in support of my dreams and our future. Thank you and I love you. To Ayden, for providing me with the close family support I needed to finish and for fueling me to push through every day. This education and knowledge journey would not have been possible without the support, love, and push from my best friend, Katherine. She believed in me during every step of the way and most importantly she believed in me when I did not. For this, I am eternally grateful. I would like to thank my Mom and Brothers for their dedication to my studies and for constantly bragging about me, even when I thought I had nothing to brag about. All I have ever done and will ever do is to make you proud. To my Mother, for whom without I would have quit a long time ago. Thank you for your unconditional belief in me that has built me into the woman I am today. I would like to thank my Uncle Dave for instilling in me a love for reading, learning, and curious questioning that paved the way for my career. To Sara(h), your friendship has been a blessing in my life and to my life. Thank you for keeping me grounded and always pointing me in the right way. Cait, you are a shining star that stood by my side in a time of need and walked me through each and every nook and cranny of this dissertation. Without you, I would have never made it to the finish line. iii To Natalina for always and I mean always believing in me. You have been my backbone, cheerleader, and support system. Thank you from the bottom of my heart. I would like to thank Doug for his mentorship and friendship during this process. You are the living embodiment of practicing what you preach in your push to empower the future of the field of conflict resolution. I would like to thank Barbara Manousso for her friendship, mentorship, and her huge heart. Thank you for holding my hand through this and supporting me. I dedicate this dissertation to my Aunt Terri whose power, grace, and intelligence has always served as my model for success. Thank you for everything you do for me. Finally, I am grateful for the professors, educators, and the conflict resolution community for their deep-rooted love and fire that is ingrained in the work we do. iv Table of Contents List of Tables .................................................................................................................. iii List of Figures ................................................................................................................. vi Abstract ............................................................................................................................ v Chapter 1: Reflection on Building Powerful Communication ......................................... 1 Background ................................................................................................................. 1 Context of the Researcher ........................................................................................... 3 Statement of the Problem ............................................................................................ 4 Purpose of the Study ................................................................................................... 5 Significance and Need of the Study .......................................................................... 14 Chapter 2: Literature Review: Abstracting the Extraordinary from the Ordinary ......... 17 Language ................................................................................................................... 17 Identity ...................................................................................................................... 31 Business .................................................................................................................... 39 Chapter 3: Methodology: The Framework for A Brand New Narrative ....................... 50 Research Questions and Approach ........................................................................... 51 Populations ................................................................................................................ 54 Recruitment ............................................................................................................... 55 Limitations ................................................................................................................ 56 Role of the Researcher .............................................................................................. 57 Confidentiality .......................................................................................................... 58 Risks .......................................................................................................................... 59 Data Collection Techniques and Procedures ............................................................ 60 i Analysis Procedures .................................................................................................. 61 Chapter 4: Findings: Data Results and Analysis............................................................ 67 Binary Relationships between Conflict and Conflict Resolution ........................ 67 Traditional Views of Conflict as Negative Creates Absence of Creativity ......... 74 Emotional Divides Across Conflict and Conflict Resolution .............................. 82 The Language of Identity ................................................................................... 102 A Brand New Narrative ..................................................................................... 117 Chapter 5: Discussion, Implications, and Conclusions ................................................ 123 Summary of Findings: The Influence of Conflict as Negative .......................... 124 Conclusions Drawn from the Research.............................................................. 137 Recommendations for Practitioners ................................................................... 140 Final Thoughts ................................................................................................... 144 References .................................................................................................................... 147 Appendix A: Interview Questions ............................................................................... 155 ii List of Tables: Table 1. Phase One Thematic Coding for Group A and B – Interview Section II ........ 63 Table 2. Phase Two Thematic Coding for Group A – Interview Section III ................. 65 Table 3. Colors and Color Descriptions of Conflict ...................................................... 68 Table 4. Colors and Color Descriptions of Conflict Resolution .................................... 71 Table 5. Color in Conflict Resolution Similarities – Group A and B ............................ 72 Table 6. Descriptive Words Used in Association with Conflict from Group B ............ 83 Table 7. Emotions in Conflict Resolution Co-occurrence table between Event and Process from Group B ................................................................................................................. 86 Table 8. Co-occurrence Table between Time in Conflict and Time in Conflict Resolution for Group B .................................................................................................................. 106 Table 9. Categorization of the Definition of Conflict for Group A and B ................... 112 Table 10. Categorization of the Definition of Conflict Resolution for Group A and B113 Table 11. Understanding of the Field of Conflict Resolution: Group B Responses .... 116 Table 12. Co-occurrence Table of the Use of the Term Mediator and Other Responses from Group B Understanding of the Field of Conflict Resolution .............................. 116 Table 13. Group B Categories of Desired Conflict Resolution Skills ......................... 121 iii List of Figures: Figure 1. Business Model Evaluating the USP of Conflict Resolution ......................... 46 Figure 2. Business Model Evaluating the USP of Conflict Resolution
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