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ACADEMY AWARD CAMPAIGNS:
THE EVOLUTION OF PR AND THE FILM INDUSTRY
by
Emily Benedict
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 2012
Copyright 2012 Emily Benedict
Object Description
| Title | Academy award campaigns: the evolution of PR and the film industry |
| Author | Benedict, Emily |
| Author email | benedict.emily@gmail.com;ebenedic@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-03-23 |
| Date submitted | 2012-05-01 |
| Date approved | 2012-05-01 |
| Restricted until | 2012-05-01 |
| Date published | 2012-05-01 |
| Advisor (committee chair) | Floto, Jennifer |
| Advisor (committee member) |
Saltzman, Joe Kotler, Jon |
| Abstract | This paper examines the evolution, strategy and practice of entertainment public relations surrounding the Academy Awards. More specifically, it addresses the art and practice of award season “campaigning.” The purpose of this paper is to not only track the progression of entertainment public relations as it relates to the Academy Awards, but to also highlight how nearly every facet of the film industry as a whole has been transformed with the proliferation of award season campaigning. Another aim is to highlight the current best practices of those employed as award season consultants and strategists. The key issues examined in this paper include the evolution of the Academy of Motion Picture Arts and Sciences, the emergence of award season campaigning, as well as the art and strategy of modern campaigning. Results reveal key individuals whose approaches to campaigning have gone on to become industry-wide best practices. Further examination has also revealed how ancillary entertainment businesses, such as award season journalism, have evolved due to the emergence and propagation of campaigning. The paper’s conclusion highlights the unknown future of campaigning due to the continuing modification of regulations by the Academy of Motion Picture Arts and Sciences. The paper also concludes that the perception of campaigning continues to be in question as critics, experts and insiders determine if the practice helps or hurts the industry as a whole. |
| Keyword | Academy awards; Oscars; film; entertainment; public relations; Academy of Motion Picture Arts and Sciences |
| 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-m |
| Rights | Benedict, Emily |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume4/etd-BenedictEm-704.pdf |
Description
| Title | Page 1 |
| Full text | ACADEMY AWARD CAMPAIGNS: THE EVOLUTION OF PR AND THE FILM INDUSTRY by Emily Benedict 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 2012 Copyright 2012 Emily Benedict |
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