Dissertation/Thesis Abstract

Rhetorical Analysis of Successful Brands in Social Media Discourse
by Stevanovich, Maja, M.A., Gonzaga University, 2012, 78; 1531852
Abstract (Summary)

The expression "content is king" is a sentiment those in the marketing and public relations industries live by. When it comes to social media, still considered a newer form of communication, not all brands are sure of what makes for successful utilization of the medium. This study performed a rhetorical analysis on three brands considered to be social media standouts in their respective industries, Coca-Cola, Southwest Airlines and the U.S. Army and identified patterns on what makes these brands successful in their social media discourse. The study proved that social media discourse has much to do with sound communication principles dating back to Aristotle's time than it does with the actual use of technology. By conducting a rhetorical analysis on Facebook posts and Tweets by the three select brands mentioned, the study proved the importance of content when it comes to social media discourse and how success is this medium is rooted in communication theories.

Indexing (document details)
Advisor: Crandall, Heather
Commitee: Desautel, Cher, Johnson, Sara
School: Gonzaga University
Department: Communication and Leadership
School Location: United States -- Washington
Source: MAI 51/04M(E), Masters Abstracts International
Subjects: Marketing, Communication, Mass communications
Keywords: Communication, Facebook, Marketing, Public relations, Social media, Twitter
Publication Number: 1531852
ISBN: 978-1-267-85258-8
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