Date of Award
Spring 5-23-2021
Degree Type
Thesis
Degree Name
Master of Science (MS)
Department
Public Relations
Advisor(s)
Jiang, Hua
Keywords
Generation Z, Millennials, Viewership
Subject Categories
Communication | Mass Communication | Social and Behavioral Sciences
Abstract
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.
Access
Open Access
Recommended Citation
Thomas, Marissa L., "#oscarssowhite: Millennials, Generation Z and Oscars Viewership" (2021). Theses - ALL. 574.
https://surface.syr.edu/thesis/574
