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Elon Journal of Undergraduate Research in Communications ELON JOURNAL OF UNDERGRADUATE RESEARCH IN COMMUNICATIONS SPRING 2016 VOLUME 7, NO. 1 Joining the World of Journals Welcome to the nation’s first and only undergraduate research journal in communications. The website of the Council on Undergraduate Research lists more than 200 undergraduate research journals nationwide (http://www.cur.org/resources/students/undergraduate_journals/). Some of these journals focus on a discipline (e.g., Journal of Undergraduate Research in Physics), some are university-based and multidisciplinary (e.g., MIT Undergraduate Research Journal), and others are university-based and disciplinary (e.g., Harvard Political Review). The Elon Journal focuses 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 under the editorship of Dr. Byung Lee, associate professor in the School of Communications. The three purposes of the journal are: • To publish the best undergraduate research in Elon’s School of Communications each term, • To serve as a repository for quality work to benefit future students seeking models for how to do undergraduate research well, and • To advance the university’s priority to emphasize undergraduate student research. The Elon Journal is published twice a year, with spring and fall issues. Articles in the journal may be downloaded, reproduced and redistributed without permission for non- commercial purposes as long as the author and source are properly cited. Student authors retain copyright ownership 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 possibly wanting to earn a degree more than they want to earn an education. They may question whether communication theory and research have anything to do with their future. But they get excited at studying great ideas and topical issues. 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. This journal celebrates the life of the intellect through undergraduate research. It represents the intellectual maturing that occurs by the senior year, reinforcing all that we think a university should be. Dr. Paul Parsons, Dean School of Communications Editorial Board Twenty-nine faculty members in Elon’s School of Communications served as the Editorial Board that selected 10 undergraduate research papers for the 2016 spring issue of the Elon Journal. From more than 100 research papers written in advanced School of Communications classes, 32 papers were submitted for blind review to the journal by students through encouragement and mentoring by capstone and other professors in the school. Professors who served as the Editorial Board were Jonathan Albright, Bill Anderson, Janna Anderson, Lucinda Austin, Vanessa Bravo, Lee Bush, Naeemah Clark, David Copeland, Vic Costello, Dianne Finch, Kenn Gaither, Jessica Gisclair, Don Grady, Ben Hannam, Dan Haygood, Jooyun Hwang, Jonathan Jones, Julie Lellis, Harlen Makemson, William Moner, Phillip Motley, Max Negin, Tom Nelson, Paul Parsons, Glenn Scott, Michael Skube, Jessalynn Strauss, Hal Vincent, and Qian Xu. Additional support was provided by Bryan Baker, who videotaped student introductions to their projects; Associate Dean Don A. Grady, who reviewed articles to help ensure the quality of the journal; and Tommy Kopetskie, who proofread articles and updated the publication’s website. Editor’s Note This edition of the journal includes research studies on diverse media topics, such as legacy media, social media, advertising, public relations strategies, and internal communications. Four articles focused on legacy media. Based on a case study of BuzzFeed, The Financial Times, The Wall Street Journal, Daring Fireball and Stratechery, Perell concluded that the Internet will foster the rapid development of both scale dependent and ad-supported publications as well as niche organizations covering a narrow subject. Based on four preteen pilots in two different time periods, Rosen found that differences in preadolescent programming from the early 21st century to the late 20th century has less to do with positive societal messaging, such as family and community values, and more to do with narcissism and the pursuit of fame. DeMare analyzed 10 different films featuring a schizophrenic protagonist. She tallied the moments of violence as well as instances of abuse in mental institutions, love as a cure, and gifted individuals. Results showed a high frequency of violent behavior in films depicting schizophrenic characters. Based on interviews with female college students, Hammer found that these women watch the reality TV series, “Keeping Up with the Kardashians,” to escape reality, participate in surveillance, and feel personal connectedness. Three papers covered social media. Cowans examined the images, captions, and hashtags of 100 Instagram posts and found some posts reflected traditional yogic principles while others did not. In an analysis of 50 Instagram posts of three female singers–Taylor Swift, Selena Gomez, and Ariana Grande– Ward examined the four categories of fan engagement: career, personal, fan, and celebrity interaction. Parasocial interaction was also measured via textual analysis. Based on a content analysis of three prominent YouTubers, Holland found two factors that contributed to their success: the appeal of their content and their appearance on traditional media. Among the remaining three papers, Schulz traced how Greenpeace attacked a 50-year brand partnership between LEGO and Royal Dutch Shell and the effects those attacks had on LEGO’s communications with its consumers and its policy decision. DeMaria evaluated internal communication in five award-winning companies. Interviews with company representatives revealed a close connection between internal communications through emails and corporate culture. After analyzing Procter & Gamble’s Web advertisements from five global markets, Schmidt found that the company practiced a moderate level of standardization in ads, which allowed it to maintain a consistent brand image, while still remaining mindful of cultural differences. These studies reflect hard work of students and their mentors in answering significant communication questions of our time. I hope the articles in this issue will inspire students in future semesters to commit to examining important research questions and submit their papers to this journal. Dr. Byung Lee Journal Editor Elon Journal of Undergraduate Research in Communications Volume 7, No. 1 • Spring 2016 Models of Internet Monetization David Perell 5 Examining Preadolescent Television Programming and the Rise of Generation Me Johanna Rosen 16 Exaggerations and Stereotypes of Schizophrenia in Contemporary Films Nikita DeMare 26 Yoga On Instagram: Disseminating or Destroying Traditional Yogic Principles? Skyler Cowans 33 A Content Analysis of Celebrity Instagram Posts and Parasocial Interaction Janabeth Ward 44 How YouTube Developed into a Successful Platform for User-Generated Content Margaret Holland 52 An Analysis of LEGO’s Response to Attacks on its Royal Dutch Shell Partnership MaryClaire Schulz 60 An Evaluation of Internal Communications in the Triangle’s ‘Best Places to Work’ Kristen DeMaria 70 Standardization of International Advertising Strategies: A Content Analysis of Pantene Pro-V Kailyn Schmidt 79 Motives for Engaging with the Kardashians’ Reality Television Family Kayla Hammer 88 Models of Internet Monetization by David Perell — 5 Models of Internet Monetization David Perell Media Arts & Entertainment Elon University Abstract Predicting the future of the news industry begins with understanding the history of newspapers and the current news delivery landscape. Because the Internet has brought fundamental shifts to news distribution, successful organizations of the future will capitalize on the digital world’s economics and scale. This study documents the recent adjustments in American newspaper distribution and predicts the business models required for news organizations to survive. This research found that the Internet will foster the development of both scale dependent and ad-supported publications and niche organizations that cover a narrow subject. I. Introduction Predicting the news business of the future starts with a nuanced understanding of both the history of newspapers in the United States and an understanding of the current news delivery landscape. With online readership growing and additional advertisers seeing the benefits of online marketing, it would seem that online journalism is thriving. Advertisers can target their advertisements based on online reader behavior and measure their effectiveness with unprecedented accuracy. The Internet is threatening the legacy business model of printed newspapers. Internet startups are paving the way with disruptive businesses whose success depends on the capacity for exponential Internet market growth.1 Today, more than 65 percent of people ages 18 to 29 receive their news from the Internet – outpacing newspapers, television, and radio. Digital platforms give new media companies an opportunity to build quickly with lower marketing, distribution and creation costs than legacy media companies. Although the user traffic for most digital
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