Scodari, Christine

This thesis emerges from the realization of the paradox that lies beneath online technology which promises to change the way we think, yet penetrates our lives by employing a systematic simulation of our most basic cognitive skills. In order to understand this paradox in terms of space and time, the research examines the ways in which time and space are communicated on two disparate Internet websites. The assembled data are analyzed using an interdisciplinary approach that leads to a textual analysis based in theories of semiotics. The study finds that the Internet is fundamentally framed in spatial terms. The space bias is ideologically significant; commercial websites use it to produce a textual environment that assimilates the user and, thus, enables the promotion of conspicuous consumption.

This study examines the coverage of an event that took place mostly in Miami, Florida and was reported on by The Miami Herald for more than six months. There are several issues that are addressed in this thesis. The primary hypothesis of this analysis is that the coverage of the Elian Gonzalez custody battle as it appeared in The Miami Herald uses the same narrative techniques as those used in fictional melodrama or soap operas. John Fiske's theory of melodrama as developed from Brown (1987) and a similar model used by Fiske (1987) is used to compare the specified piece of news coverage with generic soap opera narrative elements. The historical and political backgrounds of the Miami-Cuban community are integral factors in this news phenomenon---their roles in this controversy are thoroughly analyzed. Serious implications occurred as a result of this coverage; they are discussed in the conclusion of this thesis.

This thesis examines the advertisements in Cosmopolitan, Working Woman, Maxim, and GQ that qualify as Appearance Esteem (AE) ads. AE ads attack women and/or men in terms of self esteem based in appearance. A content analysis combined with a textual analysis produced results which show that women are attacked more directly, and more personally than men. The results demonstrate that the AE ads help to establish narrow standards of appearance for both women and men in society, however it is argued that these messages may lead to negative health behaviors, lower self confidence, and an unhealthy obsession to maintain one's appearance.

Maturing baby boomers are moving into prime giving years and, if history repeats itself, this generation will change the "philosophy of giving." These aging baby boomers will amass significant wealth either through inheritances or their successful businesses. It is therefore critical that professional fundraisers identify how to effectively communicate with the affluent members of this generation to develop them into major donors. Using a qualitative approach through in-depth interviews, this research examines characteristics and traits of baby boomers, identifying seven common themes that can be used to develop communication strategies. It concludes that affluent baby boomers demand accountability from charitable organizations and value meaningful experiences. They are focused on personal accomplishments and are deeply family oriented. Messages must be concise and delivered by those respected by the donor. High-tech media are preferred.