Date of Award

5-14-2015

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Heather Crandall

Second Advisor

Dr. Carolyn Cunningham

Abstract

This study investigated the effects of Internet slang use (inclusive of slang, initialisms, abbreviations, emoji, and hashtags) on perceptions of source credibility among constituents of nonDrit organizations. The author hypothesized that a user’s level of comfort/fluency with digital media would impact how they perceive organizations that use non-standard language online. This study used a content analysis of social media posts from 2 national organizations to analyze patterns of non-standard language use, and applied the engagement index (EI) to quantify constituent engagement actions with those posts on 3 social media channels (Facebook, Twitter, and Instagram). An accompanying survey revealed correlations between digital acculturation and comfort with/willingness to use Internet slang. Results of both investigations support the “moderate and appropriate” use hypothesis. Findings reveal, in part, that “accommodative codeswitching” (in the study, using non-standard language) in online communication is an effective, yet powerful and often unwieldy tool for building credibility and fostering engagement with constituents.

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