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Beyond the Arena: a Three-Part Study of Communication Efforts in the Sport of Rodeo

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Beyond the Arena: a Three-Part Study of Communication Efforts in the Sport of Rodeo Beyond the Arena: A Three-Part Study of Communication Efforts in the Sport of Rodeo by Lauren Giuliani, B.S. A Thesis In Agricultural Communications Submitted to the Graduate Facility of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of MASTER OF SCIENCES Approved Dr. Courtney Meyers Committee Chair Dr. David Doerfert Dr. Erica Irlbeck Mark Sheridan Dean of the Graduate School May, 2018 Copyright 2018, Lauren Giuliani Texas Tech University, Lauren Giuliani, May 2018 ACKNOWLEDGMENTS There are so many people that deserve special thanks for helping me make it through my master’s program and completing my thesis. I have been so blessed throughout this process to have had such strong influences around me to help me along the way. First, thank you to my entire committee for their guidance, patience, and encouragement. Thank you to my committee chair, Dr. Courtney Meyers, for her constant support while keeping me on track, because we both know I get distracted easily. Also, thank you for taking time to help me create a research topic that I was so passionate about and sharing my love for all things leopard print. I am honored to have had the opportunity to work with and learn from you during my time at Texas Tech. You have helped me grow, both academically and personally, so much and I cannot express my gratitude enough. Next, I would like to thank Dr. David Doerfert for your confidence in me and always helping me smile, especially when I was in the middle of my many panic attacks. Also, thank you to Dr. Erica Irlbeck for your guidance through this process, it was so nice to have a fellow OSU Poke helping me on this adventure. It is hard to thank my incredible committee enough. Without their support and push, none of this would have been possible, I cannot express my gratitude and appreciation for them enough. I would also like to thank my family for being my rock through the ups-and- downs of my program. I am so blessed to have my mom, dad, and sister there for me in celebration, as well as a pick-me-up in times of self-doubt. Thank you for having so much faith in me and allowing me to follow my crazy dreams. I am so glad that we have a Red Raider dominated household, however a special thanks to the lone Aggie, Allison, ii Texas Tech University, Lauren Giuliani, May 2018 you inspire me to do better and your support and sense of humor helped me push through this process. Thank you to my entire family for being my rock, I am so blessed. I also need to thank my extended family for calling and checking in and being so enthusiastic about my graduate school experience. A special thank you to my grandpa, Dean Avara for introducing me to my passion of agriculture. Thank you for buying me my first pair of cowboy boots and constantly keeping a smile on my face, I don’t know where I would be without your influence. Finally, thank you to God for getting me through this. I have leant on my faith in Him extensively during my research, He has been my strength through this entire process. I am so blessed in my life, and I hope to lead a life for Him. iii Texas Tech University, Lauren Giuliani, May 2018 TABLE OF CONTENTS ACKNOWLEDGEMENTS ............................................................................................ ii ABSTRACT ..................................................................................................................... vii LIST OF TABLES ......................................................................................................... viii LIST OF FIGURES ........................................................................................................ ix I. INTRODUCTION ..........................................................................................................1 Background and Setting .......................................................................................................1 Communicating about Rodeo ..................................................................................2 Using Animals in Entertainment ..............................................................................3 Social Media Monitoring System: Meltwater ..........................................................5 Need for the Study ...............................................................................................................6 Purpose and Objectives ........................................................................................................6 Monitoring Social Media Conversation during the 2017 National Finals Rodeo ...7 Understanding the Sentiment Associated with Social Media and Media Generated Content .....................................................................................................................7 Exploring Communication Efforts in the Sport of Rodeo: Qualitative Interviews with Rodeo Communications Practitioners .............................................................8 Conceptual Framework ........................................................................................................8 Brand Awareness .....................................................................................................8 Second Level Agenda Setting ..................................................................................9 Four Models of Public Relations .............................................................................9 Situational Crisis Communication Theory.............................................................10 Research Design and Rationale .........................................................................................10 Scope of Investigation, Assumptions, and Limitations .....................................................11 II: MONITORING SOCIAL MEDIA CONVERSATION DURING THE 2017 NATIONAL FINALS RODEO ..........................................................................13 Abstract ..............................................................................................................................13 Introduction ........................................................................................................................14 Literature Review and Conceptual Framework .................................................................16 Purpose and Research Objectives ......................................................................................22 Methodology ......................................................................................................................22 Results ................................................................................................................................25 Research Objective One .....................................................................................................25 Research Objective Two ....................................................................................................26 iv Texas Tech University, Lauren Giuliani, May 2018 Research Objective Three ......................................................................................27 Research Objective Four .......................................................................................29 Conclusions and Discussion .............................................................................................30 Recommendations ..............................................................................................................33 References ..........................................................................................................................35 III: UNDERSTANDING THE SENTIMENT ASSOCIATED WITH SOCIAL MEDIA AND NEWS GENERATED CONTENT ............................................38 Abstract ..............................................................................................................................38 Introduction ........................................................................................................................39 Literature Review...............................................................................................................42 Theoretical Framework ......................................................................................................44 Purpose and Research Objectives ......................................................................................45 Methodology ......................................................................................................................46 Results ................................................................................................................................47 Research Objective One .........................................................................................47 Research Objective Two ........................................................................................48 Research Objective Three ......................................................................................49 Research Objective Four ........................................................................................50 Research Objective Five ........................................................................................52 Conclusions and Discussion ..............................................................................................54 Recommendations ..............................................................................................................57 References ..........................................................................................................................59
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