Date of Award
Master of Science (MS)
Generation Z, Millennials, Viewership
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.
Thomas, Marissa L., "#oscarssowhite: Millennials, Generation Z And Oscars Viewership" (2021). Theses - ALL. 497.