Over the past 60 years or so, audience researchers have strived to investigate the impact of structural and motivational factors on audiences’ television viewing behaviors. With the popularity of streaming services, the way people consume and discuss media content has been fundamentally transformed. However, the academic understanding of whether factors traditionally found to impact television viewing behaviors continue to do so in the streaming age remains limited. Building on both agent-based and structural theories in television audience research, this study employed a mixed-method approach that combines data collected via in-depth interviews with that from screenshots captured with a browser extension to revisit the roles of structural and motivational factors in participants’ Netflix viewing. The study’s results underscore that, even in a high-choice media environment, structural factors (e.g., audience availability, content availability and exclusivity) and traditional viewing motivations (i.e. for relaxation and enjoyment) remain critical in determining participants’ viewing practices. Specifically, the platforms and devices that people use to watch television may differ from those used in the network era, but why they watch, when they watch, and what they watch are still determined by the motivational and structural factors identified in traditional television audience research. In addition, the results showed that newer structural factors such as program scores on recommendation sites have less of an impact on participants’ viewing decisions. Habits, which are commonly overlooked in audience research, played an important role in influencing when, how, and what participants watched on Netflix. Further, despite having access to almost unlimited viewing options, many participants still tended to watch programs that they were familiar with or had watched before. The findings highlighted that, even in today’s fragmented media environment, participants’ Netflix viewing practices were repetitive and deeply embedded in the structured routines of their daily lives. The study advances television audience scholarship by providing fresh insights about the traditional and emerging factors in determining viewers’ streaming behaviors. Theoretical implications and future directions are discussed.

Although nearly invisible to the public, millions of hobbyists around the world have for decades played an important role in local journalism. Whether it is a bank robbery, train derailment, car accident, or the rescue of a cat stuck in a tree, chances are police scanner listeners will hear it and some will tip off journalists. These “if it bleeds it leads” stories are, for better or worse, an important part of local television newscasts and other forms of local news. Long before internet content creators and social media sites, scanner hobbyists formed groups that created information feeds to share with each other and the public. In the 1990s, for example, a group of listeners in Colorado started a Twitter-like news sharing service for its 500 members, sending out updates over a network of alphanumeric pagers. Mountain News Net continues its work today using modern technology. What is perhaps least known about scanner hobbyists is that Mountain News Net and certain other listener groups relied on journalistic-style principles and news values in the material they shared. Mountain News Net’s small team of “dispatchers” rely on well-understood guidelines for their feed, gatekeeping what is sent to their members. Local News providers in Colorado also work with the group to get access to news tips. Indeed, there is much to be heard on a police scanner, usually small dramas that unfold in real-time, providing a record of events from the first responder perspective. Listening to these stories can be so compelling some listeners won’t go anywhere without their radios. Jack Dorsey was a scanner listener as a child, and he said the experience inspired him to help create Twitter. This dissertation brings to light this unexplored world of public safety radio and its close connections to journalism and user-generated content. The nearly century-old hobby is examined in a historical context, and through semi-structured interviews with Members of the Mountain News Net and other key informants provides a deep explanation of how these pre-internet citizen journalists came to be and the role they play today.

Billions of people across the world use social media. Because a large portion of those users are college students between the ages of 20 and 22, this study sought to explore social media's effects on a female college student’s body image. The study’s research questions are: How does social media affect female college students’ feelings about their physical selves, and do such effects differ across platforms? Interview data are analyzed based on theories of social comparison, normative influence, narrative-induced transportation, media richness, and social presence. Results reveal that social media affects female college students' perceptions of physical images, and overall this effect is more often negative than positive. Also, Instagram offered a more perfectionist visual culture than Facebook and Twitter.

The purpose of this project was to interview eleven Hubert H. Humphrey Fellows at the Walter Cronkite School at Arizona State University through a podcast series titled “The Global Journalist Roundtable”. During a two month period, I interviewed the eleven Fellows and through a keyword analysis of the transcripts of each interview, I determined several themes which according to the Fellows were important aspects of global media. Those themes were education, innovation, social media as a disrupter to news verifiability, polarization, censorship, the importance of truthful news, and leadership. The reason for interviewing the Humphrey Fellows specifically was due to my sheer curiosity, respect, and admiration for them as professionals in the global media industry.

Television is currently in a changing state. There is no longer a singular broadcast format for series to follow. Streaming websites such as Netflix, Hulu, and Amazon Prime now release series in their entirety; this is known as a full-season release (FSR). Viewers are now able to act independently and determine the pace they wish to watch a new FSR series. This not only affects how fans engage in social television discussions on social media, but also changes the previously proposed viewer engagement model. Whereas previous research suggests that fans follow a static linear engagement model consisting of pre-communication, parallel communication, and post communication phases, fans are now able to move freely through viewer engagement phases. This creates a new type of engagement model: The Atomized Engagement Model. As fans move freely through the atomized engagement phases, they choose social media platforms to engage in fandom discussion. Research suggests that although there are distinct types of posts that occur in relation to social television discussions, the platforms used have a direct effect on the content and length of the post.

The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying power. This thesis used case studies and elite interviews to examine Millennials' buying habits and how automotive marketers can reach this audience. The project found that life events, such as moving into the suburbs or having a family, are what motivate Millennials to buy cars. When they do purchase vehicles, Millennials strive to balance the need for practicality with the desire to purchase aspirational brands. Automakers that support Millennials during their consumer research and position their cars as a supplement to the Millennial lifestyle tend to resonate with the generation.

This thesis analyzes identity construction through street style fashion in the city. The focus of this project is Roosevelt Row, the artists' district in Downtown Phoenix. The goal of this project is to compare Roosevelt Row's marketing image with the fashion seen on the streets and at events in the area. The creative project involved the creation of an iPad publication displaying the street style fashions seen on Roosevelt Row. This project aims to analyze if the street style fashion seen on Roosevelt Row reflects the marketing image of the area.

The magazine industry plays an important role in shaping how women speak, act, and perceive themselves and others. This industry presents pleasure, consumerism, and a cult of femininity to its largely female readers. The purpose of the literature review was to understand the culture of women's magazines and find a method of examination that would fit best with the intent of this thesis project. Based on this research, the project involved reconstructing a series of Glamour magazine articles from a feminist perspective. This study looked at the degree to which Glamour's editorial content and graphics matched its editorial policy. By researching previous studies of women's magazines, the literature review guided the reframing of Glamour articles from a feminist perspective. Most of the studies reviewed were written in the 1970s, 1980s and 1990s, when the radical feminist movement was at its peak. Since then, few analyses have been made on the topic of feminism and women's magazines. This project offered an update on that research by looking at current women's magazines and evaluating if their content/graphics have improved over the last thirty years. Twelve Glamour magazine articles over a three-year period, 2012 to 2014, were selected at random to rewrite. By reconstructing the editorial content and graphics from the selected articles, this study hoped to create a more positive and beneficial magazine for women free of gender stereotypes. Rather than produce a magazine that criticizes women, the reconstructed version of Glamour included a voice that made women feel accepted. This required removing language that reinforced negative gender stereotypes and content that urged women to be perfect, please men, look a certain way, and more. This study found that Glamour is actually a lot closer to representing this gender-neutral magazine ideal than previously thought and creating a gender-neutral magazine is possible with thoughtful editing.