Two sides to every tale: Through the eyes of an empirical and digital rhetorical audience
(2019) SKOM12 20191Department of Strategic Communication
- Abstract
- This master thesis aims to explore the reception of refugee focused CSR communication in the form of audiovisual rhetoric on YouTube as well as analyze audience comments in a pursuit of identifying types of commenting behaviour that arise with the emergence of a commenting persona.
Even though audiences play a major role in rhetoric, and has at times been explored theoretically in rhetoric literature, rhetoric scholars have neglected to study empirical audiences in interdisciplinary fields within strategic communication. This is a gap that the thesis wishes to address and calls for the need to examine the rarely examined receptive dimensions of the digital rhetorical audience through the theory of a commenting persona focused towards... (More) - This master thesis aims to explore the reception of refugee focused CSR communication in the form of audiovisual rhetoric on YouTube as well as analyze audience comments in a pursuit of identifying types of commenting behaviour that arise with the emergence of a commenting persona.
Even though audiences play a major role in rhetoric, and has at times been explored theoretically in rhetoric literature, rhetoric scholars have neglected to study empirical audiences in interdisciplinary fields within strategic communication. This is a gap that the thesis wishes to address and calls for the need to examine the rarely examined receptive dimensions of the digital rhetorical audience through the theory of a commenting persona focused towards CSR communication. This thesis combines the traditions of audience reception and rhetoric through the means of a comparative case study and contributes empirically by per-forming textual analysis of 3 refugee focused CSR videos and a qualitative con-tent analysis of its audience comments on YouTube. Mixed purposeful sampling was used to identify Google LLC and IKEA as suitable cases for inter-company and intra-company comparisons.
Finally, the thesis contributes theoretically by extending the commenting persona theory and re-proposes an empirical audience analysis framework for future rhetoric researchers by identifying and demonstrating four new commenting behaviour types: Enthusiastic Contributors, Questions to the rhetor, Meta Commentators and Persumers towards a finer understanding of how active audiences navigate rhetoric in the evaluation of CSR video communication. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8994194
- author
- Mitra, Vidushe LU
- supervisor
-
- Mats Heide LU
- organization
- course
- SKOM12 20191
- year
- 2019
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- CSR communication, commenting persona, rhetoric, audience, refugees, case study, social media, video, YouTube, ethos, pathos, logos, kairos
- language
- English
- id
- 8994194
- date added to LUP
- 2019-11-07 11:28:46
- date last changed
- 2019-11-07 11:28:46
@misc{8994194,
abstract = {{This master thesis aims to explore the reception of refugee focused CSR communication in the form of audiovisual rhetoric on YouTube as well as analyze audience comments in a pursuit of identifying types of commenting behaviour that arise with the emergence of a commenting persona.
Even though audiences play a major role in rhetoric, and has at times been explored theoretically in rhetoric literature, rhetoric scholars have neglected to study empirical audiences in interdisciplinary fields within strategic communication. This is a gap that the thesis wishes to address and calls for the need to examine the rarely examined receptive dimensions of the digital rhetorical audience through the theory of a commenting persona focused towards CSR communication. This thesis combines the traditions of audience reception and rhetoric through the means of a comparative case study and contributes empirically by per-forming textual analysis of 3 refugee focused CSR videos and a qualitative con-tent analysis of its audience comments on YouTube. Mixed purposeful sampling was used to identify Google LLC and IKEA as suitable cases for inter-company and intra-company comparisons.
Finally, the thesis contributes theoretically by extending the commenting persona theory and re-proposes an empirical audience analysis framework for future rhetoric researchers by identifying and demonstrating four new commenting behaviour types: Enthusiastic Contributors, Questions to the rhetor, Meta Commentators and Persumers towards a finer understanding of how active audiences navigate rhetoric in the evaluation of CSR video communication.}},
author = {{Mitra, Vidushe}},
language = {{eng}},
note = {{Student Paper}},
title = {{Two sides to every tale: Through the eyes of an empirical and digital rhetorical audience}},
year = {{2019}},
}