First Name:
Devin
Last Name:
Lattin
Major Department:
Marketing
Thesis Director:
Bidisha Burman
Date of Thesis:
May 2012
Our research was an attempt to understand the role of media in relation to message exposure, verification, and action. We analyze persuasive messages through the analysis of propaganda vis-à-vis marketing. Using this and several marketing theories, we create a process model that provides a basis of understanding audience behavior and the role of media in their behavior. It specifically captures the routes of message processing by people who may have been influenced by technological advances and media availability over the years. Our theoretical model lays the groundwork for propositions based upon media effectiveness that require further testing.