Title page for ETD etd-06062012-155305


Type of Document Master's Thesis
Author Charbonnet, Aariel Roxanne
URN etd-06062012-155305
Title From the Viewbook to Facebook: A Content Analysis of Universities' Facebook Posts to Measure Organization-Public Relationships
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Sanders, Meghan Committee Chair
Dahmen, Nicole Committee Member
Lundy, Lisa Committee Member
Keywords
  • public relations relationship indicators
  • models of public relations
  • public relations
  • social media
  • Facebook
  • organization-public relationship
Date of Defense 2012-05-16
Availability unrestricted
Abstract
This study examined StudentAdvisor.com's top 25 social media colleges to determine the ways in which these universities communicated with their various publics on Facebook. Using Hon and Grunig's models of public relations as frameworks, a quantitative content analysis was performed. The study considered each individual post on the universities' Facebook walls (n=709) over the course of a three-week period. The study's research questions were based on whether the posts promoted Hon and Grunig's relationship indicators, as well as what public relations models the posts resembled. Results indicated that posts were least likely to resemble the two-way symmetrical model and seldom promoted any of the relationship indicators. Theoretical and practical implications are discussed.
Files
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