Date of Award

Spring 5-22-2021

Degree Type


Degree Name

Master of Science (MS)


Public Relations


Hua Jiang


Generation Z, Millennials, Viewership

Subject Categories

Communication | Mass Communication | Social and Behavioral Sciences


This study explores the declining viewership of nationally broadcasted awards shows through the Oscars in connection with Millennials and Generation Z’s call for diversity and inclusion. This thesis utilizes relationship management theory and corporate reputation theory to explore the current relationship between the Oscars and the Millennial and Generation Z generations. Through a mixed methods qualitative and quantitative process, this study seeks to determine whether Oscars viewership would benefit from the adoption of diversity and inclusion initiatives.


Open Access



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.