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Annual Conference 2019

del 28 al 31 de March del 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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8.3d Selling a University: A Content Analysis of NCAA Division I Colleges’ Featured YouTube Videos Using the Spirituality in Advertising Framework

domingo, el 31 de marzo de 2019 a las 10:15–11:45 CDT
3-Bordeaux
Abstract

American universities are using social media outlets to reach audiences; moreover, the collegiate YouTube channels included in this study had more than 1.5 million subscribers as of August 31, 2018. Past studies have identified spiritual elements within commercial advertising (Marmor-Lavie & Stout, 2016). Explicitly identifying aspects of spirituality using the Spirituality in Advertising Framework (SAF), this study analyzes NCAA Division I videos (n=115) featured on the institutions’ official YouTube channels. A key finding was the presence of spiritual ideas in each NCAA conference, in public and private colleges, in Carnegie R1, R2 and R3 research institutions and Hispanic Serving Institutions (HSIs). The SAF core idea most frequently identified in the study's video was the “integration with others” (n=51) or to join with others and be a part of something (Marmor-Lavie, Stout, & Lee, 2009, p.9). Nevertheless, represented at varying frequencies were all 16 SAF core ideas.

First & Corresponding Author

Amber Renee George, Baylor University
Authors in the order to be printed.

Amber Renee George, Baylor University

Additional Authors

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