The Dallas Morning News is a leader in using engagement journalism to increase and retain digital subscribers. This ethnography examined the efficacy of the engagement journalism work by the News in rebuilding trust and forming relationships with its audience. This research is exceptionally timely as more newsrooms are erecting paywalls to their content and asking their audiences to offer monetary support in exchange for greater access and engagement by journalists. This work is examined through two mass communications theories: functionalism, which says a society can be viewed like an ecosystem as a "system in balance" consisting of complex sets of interrelated activities, each of which supports the others in maintaining the system as a whole; and the dual responsibility model, which says that companies should operate in the best interests of all in the community who depend on them, not only those who benefit financially. Additionally, the work is considered from a human-interaction design standpoint to evaluate whether the News has created affordances that enable the journalists and the readers to communicate, and whether the journalists are effectively practicing service design when publishing news and information for the audience.

This qualitative study sheds light on the framing of the sexual abuse of the Boko Haram's female captives sent to the internally displaced persons (IDP) camps and analyzes emotional themes from tweets focusing on the release of the Boko Haram's female victims, the Chibok girls. Six articles were chosen from BBC (a British news source), Punch (a Nigerian news source), and the New York Times (an American news source) to reveal the frames. In addition, 118 tweets were examined to address emotional tweets under #ourgirlsareback, #82chibokgirls, #chibokgirls82, and #chibokgirls. The findings discovered the presence of the human interest frame, conflict frame, responsibility frame, and a stereotype in the articles. The tweets showed positive common themes- joy, gratitude, and hope. Also, the tweets included conspiracy theories.

This thesis study takes a mixed methods and black feminist approach to find out how black women are represented within the beauty advertisements of women's fashion magazines.

This study focuses on the transgender community's presence and portrayal in advertisements that reach a broad, mainstream audience base. Through a mixed-methods use of focus groups and qualitative content analysis, the content, context, and framings of ads between the years 2015 and 2018 are explored to illustrate current portrayals of the trans community and how the industry is approaching this subcultural group. Its findings contribute to advertising research by exploring current trends in trans portrayals in the cultural context they exist. Because trans advertising in both LGBTQ+ publications and to mainstream audience is largely unexplored, this study seeks to begin a conversation among advertising professionals. The main objective is to ultimately improve the number of genuine, positive portrayals of trans people in advertising and hold the industry accountable for the role they play in serving this community.