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A COMPARATIVE ANALYSIS OF THE ADVERTISING AND PUBLIC RELATIONS DISCIPLINES IN AN ERA OF DIGITALLY FUELED AUDIENCE CONTROL
by
Andrew William Webster
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
STRATEGIC PUBLIC RELATIONS
May 2011
Copyright 2011 Andrew William Webster
Object Description
| Title | A comparative analysis of the advertising and public relations disciplines in an era of digitally fueled audience control |
| Author | Webster, Andrew William |
| Author email | awebster@usc.edu; webs2905@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-28 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-07 |
| Advisor (committee chair) | Swerling, Jerry |
| Advisor (committee member) |
Floto, Jennifer Kessler, Joe |
| Abstract | Advances in technology occur with increasing rapidity, allowing consumers to control or manage their media consumption. This, in turn, has had a significant effect on the public relations and advertising industries. Navigating this increasingly complex, user-controlled media culture presents new challenges that professionals in these industries need to overcome.; The thesis is separated into three main subsections. The first section will primarily cover advertising. Important topics covered in this section will include the history of advertising, how audiences manage their media and how it affects advertising, and advances in technology and media that are presently impacting advertising.; The section subsection will cover public relations. Like the advertising section, the public relations section will discuss similar topics and how they affect the field. The history of public relations, how audiences manage their media and how it affects public relations, and advances in technology and media that are presently impacting public relations will all be covered.; The third and final segment of the thesis will combine advertising and public relations, comparing and contrasting these related but distinct functions. Research findings will be incorporated to analyze these two fields and hypothesize the direction in which these industries are headed. The final conclusion of the thesis will answer the following question: “What will the functions and strategies employed by the head of communication in an organization look like in five years?” |
| Keyword | advertising; public relations; pr; digital; social media; dvr; communication; technology; mobile; media |
| Geographic subject (country) | USA |
| Coverage date | 2000/2015 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3928 |
| Rights | Webster, Andrew William |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Webster-4540 |
| Archival file | uscthesesreloadpub_Volume44/etd-Webster-4540.pdf |
Description
| Title | Page 1 |
| Full text | A COMPARATIVE ANALYSIS OF THE ADVERTISING AND PUBLIC RELATIONS DISCIPLINES IN AN ERA OF DIGITALLY FUELED AUDIENCE CONTROL by Andrew William Webster A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS STRATEGIC PUBLIC RELATIONS May 2011 Copyright 2011 Andrew William Webster |
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