[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The emergence of online communication reflects a shift in public relations (PR) roles, with more emphasis on interactive features in news such as writing online comments...

? A survey of journalism students at the University of Missouri-Columbia, the oldest and one of the most prestigious journalism schools in the country, was conducted to answer these questions. The link to a Web-based survey was distributed by email...

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] As major U.S. newspapers undergo changes due to new revenue streams, delivery formats and business models, it is important to look at the effect that a potential diminished...

This research introduces a new measure of social capital for users of online communities. Whereas "local community" forms of social capital consist of ties created in local community for the benefit of local community, and ...

to determine how much is at risk. Unfortunately, that was not completed. This project accomplishes part of that goal by surveying 117 local television stations to determine the size and status of their videotape archive. The survey found the average number...

This study examined whether or not familiarity, defined as repeated exposure to melodies, affects attitude toward and recognition for information of an advertised brand or interactive advertisement, differently than ...

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] By conducting a controlled experimental design, this study examined the effectiveness of conflict positioning, which was defined by Cameron (2004) as positioning an organization...

This ethnographic study, the first comprehensive examination of a newspaper managed by women at its highest levels, found that female leaders made some differences in newsroom management and culture, and, to a lesser degree, ...

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] This study is an exploration of the business leadership content that exists to serve as a resource for the development of the leadership role, the performing of that role...

Little has changed in how written news is structured, even as the newspaper industry changes dramatically. One of the most entrenched news routines, the inverted pyramid, continues to persist in both print and online news. ...

difference on emotional appeals is not significant because of the universality of basic emotions. As predicted, since online advertisement is more cost-efficient than traditional media, American online advertisement is highly localized. The results also...

This study examines the effect of a structural feature of commercials called sonic branding on recognition and cued recall. A sonic brand or sonic logo can be defined as a unique auditory identity for a brand, also called ...

This study analyzes intermedia agenda setting during the 2008 U.S. presidential campaign to determine the agenda-setting role of prominent political bloggers in relation to the mainstream news media and the candidates. An ...

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] This study examines whether and how Twitter users set the agenda for legacy media outlets by sharing news URLs. It also investigates which news story topics are the most salient...

This study explores the effect of videographics and information delivery style on attention and recognition. The two levels of information delivery style included voiceover and direct address, in which actors speak directly ...

This dissertation explores how to reduce children's encounters with obscenity on the Internet. Congress has been trying to shield children from encountering online obscenity and some of Congress' attempts failed because ...

definition of their professional brand and create content that cultivates a relationship with the type of user they are targeting. Finally, authenticity rules as the number one attribute that research participants say contributes to their success....

Previous research using cognitive and persuasive measures posits that traditional blame anti-tobacco advertisements which conceptualize smoking problems and consequences as caused by the individual are superior to the new ...

With his pronouncement to "teach writing as a process, not a product" in 1972, Donald (Don) Murray (1924-2006) enacted an approach to writing shared by like-minded scholars that would become termed the "writing process ...

Archival news content no longer exists solely in physical collections at a limited number of public institutions and media organization storerooms. Instead, digitized and digital-native content of the past can be found online through multiple venues...