Date of Award

4-2012

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Alexa Dare

Second Advisor

Dr. Cher Desautel

Third Advisor

Dr. Sara Johnston

Abstract

This study explored (a) how organizations can determine the best ways to reach consumers as social media and traditional media evolve, therefore changing the way people conduct their lives; and (b) how organizations can combine traditional media and social media to enhance conversations with consumers, given that changes in media have forced organizations to develop relationships and have conversations with consumers. The literature review investigated how traditional media and social media have evolved in recent years, how they currently are being used, and how their combined use differs from previous marketing tactics. This information was filtered through the theoretical belief that people evolve with the media, and through the philosophical assumption that humans need to form relationships and bonds. In surveys of 34 undergraduate public relations students and 32 communication professionals, as well as six individual interviews, it was found that social media and traditional media largely should be used in tandem to reach modern audiences. This builds on previous research that demonstrates the rise of social media in communication and marketing, while traditional media maintains a stronghold on the public. Further research could include a larger sample of the population and determine how social media and traditional media should be combined as audience preferences continuously shift.

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