Communication Studies -- Graduate Theses
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This collection features graduate student theses produced in the Department of Communication Studies.
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- ItemExploring Trust Between Parent Influencers and Parent Audiences on Social Media(Mount Saint Vincent University, 2024-09) Osei-Essah, JaniceA trend within the current digital landscape is the rise of social media influencers— individuals who have cultivated significant followings by sharing various forms of content. Among these influencers, parenting influencers have gained notable footing, focusing on discussing topics relevant to parents in the form of parenting advice and support. Influencers achieve this through a blend of sharing and parenting, which describes how parent influencers utilize social media to disclose aspects of their daily lives and parenting experiences while educating their audience. Based on Sztompka’s (1999) framework of trustworthiness, this study explores how parenting influencers establish, maintain and convey trustworthiness on social media platforms with their audiences. Using a digital netnography approach as method and Instagram as platform, the findings of this qualitative study were grouped according to themes related to three dimensions of the framework of trustworthiness. That is, performance (education and credentials; commitment and consistency), reputation (peer -to-peer cross promotion; testimonials) and appearance (relatability and authenticity). Future research can explore trust- building strategies from both the influencer and audience perspectives and across diverse influencer types and platforms to address existing gaps and further enrich the understanding of trust in social media contexts.
- ItemExploring Provincial Government Use of Instagram for Mental Health Outreach and Education Aimed at Youth in New Brunswick, Canada(Mount Saint Vincent University, 2024-09) MacMillan, EmmaYouth mental health in Canada is declining, while their use of social media holds steady. This combination provides an opportunity for provincial governments and Regional Health Authorities to utilize social media for outreach and education regarding mental health aimed at youth. Previous research demonstrates that governments have used social media for healthcare information-sharing, particularly during the COVID-19 pandemic. Studies further demonstrate that social media is a popular choice for youth seeking information about their health. This research comprises a case study exploring how the provincial government and two Regional Health Authorities in New Brunswick, Canada, have used social media for mental health outreach aimed at youth. Applying social exchange theory and social cognitive theory, a content analysis was conducted analyzing the topics and themes of Instagram posts published by the Government of New Brunswick and its two Regional Health Authorities between September 1, 2019, and August 31, 2023. Overall, findings indicate that there was little outreach aimed at youth regarding mental health and that these limited posts focused foremost on sharing support resources and recruiting or featuring staff. Prominent themes included supporting treatment and prevention, building connections, and fostering community. Mental health is an area of public health that merits intentional content from the New Brunswick healthcare system to promote positive mental health and mental health education so as to, in turn, positively influence the quality of life of young New Brunswickers.
- ItemA Critical Assessment of Mental Health Discourse among Young Adults on TikTok(Mount Saint Vincent University, 2023-08) Horridge, RicardoIn the rapidly evolving digital age, TikTok emerges as a significant platform influencing young adults' perceptions and discourses. This research delves deep into the nuances of how mental health is discussed amongst young adults on TikTok. Despite the recognized relationship between social media and mental health, there exists a large research gap regarding the discourse patterns, especially on newer platforms like TikTok. This study begins to fills that void, setting out to explore more than just the existence of a relationship between social media and mental health, but also the intricacies of the discourse – how it is facilitated, stigmatized, and the role of community-building, education and contrastingly negative elements in the conversation. Through detailed thematic and content analysis of 120 TikToks using hashtags #mentalhealth #mentalhealthmatters, #DepressionAnxiety, and #MentalIllness and 20 random sampled comments, this research uncovers the multifaceted nature of TikTok as a medium: from sharing personal experiences and seeking advice to challenging the prevalent stigmatization surrounding mental health. The findings shed light on TikTok's potential for both positive and negative influences on mental health discourse, highlighted by instances of misinformation, emotional expression, and the delicate balance between support and negativity in the conversation. The study's conclusions offer actionable insights for researchers and other academics looking to further analyze discussions on the platform. Additionally, by pinpointing existing limitations and gaps, this research sets the stage for future investigations in this critical area of study.
- ItemThe Effectiveness of Situational Crisis Communication Theory in Assessing Personal Political Apologies: A Case Study Approach(Mount Saint Vincent University, 2023-04) Basha, Lena MalloryCrafting an effective apology when responding to a crisis is not a one size fits all process. Thus, understanding the type of apology and the context that comes with it is critical to building and implementing crisis response strategies. The various considerations required in this process are demonstrated in Timothy Coombs’ Situational Crisis Communications Theory (SCCT) (Coombs, 2007). This study examines the usefulness of SCCT as a framework for examining personal political apologies; a type of apology with little representation in the sphere of crisis communications research. Through a case study approach, 42 news articles covering an apology from a politician addressing impaired driving charges, were coded and analyzed through the guidelines proposed by the SCCT framework. Findings demonstrated that there is some usefulness in SCCT on personal political apologies. However, there were gaps apparent in the theory, and the broader literature available, that warrant further exploration to better accommodate personal political apologies in the realm of crisis communications.
- ItemNot first responders, but often first to respond: Canadian journalists’ use of trauma-informed approaches in reporting(Mount Saint Vincent University, 2022) Dubinski, KateAs part of their work, journalists regularly encounter people who have experienced trauma, whether long-term and systemic or immediate, such as following the death of a loved one. Their jobs take them into the intimate lives and emotions of these people, which they then have to communicate with their audiences, and their approaches could have a harmful, neutral, or positive impact. The central purpose of this study is to investigate if journalists have an understanding of trauma-informed communication practice and how they use them when performing their daily job tasks. The study involved qualitative interviews with six working journalists in Ontario, Canada. Using grounded theory approach, the study found the journalists have a deep desire to be sensitive and empathetic to the people they encounter on the job, and that they regularly put the demands of their superiors and the (sometimes unwritten) rules of their profession second to the needs of the people they are interviewing and reporting on. Based on the responses of the participants and on an understanding of trauma-informed approaches, a series of guiding principles were formulated for newsrooms and for journalists, mindful of daily deadline pressures, the demands placed on journalists, and the need for trauma-informed approaches to tell more meaningful stories while not further harming those individuals or communities which are being reported upon.