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Of Undergraduate Research in Communications ofElon Undergraduate Journal Research in Communications EJ Fall 2 0 1 3 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-five faculty members in Elon’s School of Communications served as the Editorial Board that selected the nine undergraduate research papers appearing in the 2013 fall issue. From more than 100 research papers written in advanced School of Communications classes, 27 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 Janna Anderson, Lucinda Austin, Vanessa Bravo, Lee Bush, Naeemah Clark, David Copeland, Vic Costello, Kenn Gaither, Jessica Gisclair, Don Grady, Anthony Hatcher, Derek Lackaff, Julie Lellis, Harlen Makemson, Phillip Motley, Max Negin, Thomas Nelson, Youssef Osman, George Padgett, Paul Parsons, Glenn Scott, Michael Skube, Amanda Sturgill, Frances Ward-John- son and Qian Xu. Thanks should also go to Bryan Baker, who videotaped student introductions to their projects, and Colin Donohue, who uploaded the PDF version of this issue and student videos. Editor’s Note This issue has nine manuscripts covering a wide gamut of topics: advertising, media bias, cyber space activities, crisis management, and film authorship. In his paper, “ A Case Study on Film Authorship: Exploring the Theoretical and Practical Sides in Film Production,” David Tredge explored film theories to find the authorship of films and applied his findings to two feature films. Jacob Selzer used a crisis communications as a lens through which he analyzed how three high profile college football players tried to restore their tarnished images following scandals. Using the case study method, his paper, “Pay for Play: Analysis of the Image Restoration Strategies of High Profile College Ath- letes,” found a variety of strategies that the athletes adopted. In his paper, “Evolution of the Gaming Experience,” Nathan Edge adopted uses and gratifications theory as the analysis frame of his research. He found individuals are actively seeking out new media content that coincides with their interests. He applied this frame to the eSports industry in his secondary research. One student got a research idea from the fact that a significant portion of Elon students (72%) study abroad before graduating. In her study of “Constantly Connected,” Sarah Woolley examined the impact of mobile devices on the study abroad experience, especially through social media. She found that technology brings students convenience in communication and easy access to information, but it also has a negative impact, such as when students spend time “documenting an experience for the Internet instead of fully appreciating the moment as it happens abroad.” Daniel Quackenbush’s research on public perceptions of media bias during the 2012 Presidential Election suggests that the public perception of a liberal media bias is not related to any blatant compromises of professional integrity by American journalists. Rather, his meta-analysis of 2012 electoral coverage pat- tern suggests an overwhelming conservative media bias. In her study, “The Construction of Southern Identity Through Reality TV,” Ariel Miller focused on the portrayal of American southerners in TV reality shows. Her research led her to conclude that three networks were pressured to entertain audiences by portraying south- ern individuals as unintelligent, crude, violent and engaging in unhealthy behavior. Lindsay Richards’ study, “Examining Green Advertising and Its Impact on Consumer Skepticism and Purchasing Patterns,” found that environmental enthusiasts are generally more skeptical of green advertise- ments than others. She also found the health benefits of green products are a big motivator for purchasing patterns, along with their price. Based on an analysis of 590 advertisements in three women’s interest maga- zines, Kelly Beane found that the top three product categories advertised were food and drink, personal care, and laundry and household products. The most frequently used appeals were performance, availability, and components/contents. Another study on ads was done by Leigh Burgess: “Testing the Appeals of Feminist Ideologies in Female Athletic Advertising.” Her focus group study revealed that women’s ad preferences were based their lifestyle. Among Generation Y female athletes, the lower-impact athletes preferred the ads that portray active lifestyles but still appeal to their feminine characteristics, while the higher-impact athletes pre- ferred ads that show women in action and highlight the performance-based benefits of a product. Dr. Byung Lee Journal Editor The Elon Journal of Undergraduate Research in Communications Volume 4, No. 2 • Fall 2013 A Case Study on Film Authorship: Exploring the Theoretical and Practical Sides in Film Production David Tregde 5 Pay for Play: Analysis of the Image Restoration Strategies of High Profile CollegeAthletes Jacob Selzer 16 Evolution of the Gaming Experience: Live Video Streaming and the Emergence of a New Web Community Nathan Edge 33 Constantly Connected: The Impact of Social Media and the Advancement in Technology on the Study Abroad Experience Sarah Woolley 40 Public Perceptions of Media Bias: A Meta-Analysis of American Media Outlets During the 2012 Presidential Election Daniel Quackenbush 51 The Construction of Southern Identity Through Reality TV: A Content Analysis of Here Comes Honey Boo Boo, Duck Dynasty and Buckwild Ariel Miller 66 Examining Green Advertising and Its Impact on Consumer Skepticism and Purchasing Patterns Lindsay Richards 78 An Analysis of Print Advertisements in Three Women’s Interest Magazines Kelly Beane 91 Testing the Appeals of Feminist Ideologies in Female Athletic Advertising Leigh Burgess 102 A Case Study on Film Authorship by David Tregde — 5 A Case Study on Film Authorship: Exploring the Theoretical and Practical Sides in Film Production David Tregde* Media Arts and Entertainment Elon University Abstract Film authorship has been a topic of debate in film theory since the Cahiers du Cinema critics first birthed auteur theory. Andrew Sarris used this theory to categorize directors based on their level of artistic au- thorship, solidifying the idea that a director is the sole author of a film. In The Schreiber Theory, David Kipen argues that a writer is responsible for creating the world of the movie and should be considered the author of a film. However, collaborative theories, such as those proposed by Paul Sellors, provide a more practical framework for studying film authorship. Rarely are any film authorship theories compared with specific exam- ples. To compare theory to practice, this research took a two-fold
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