Female Indian American students pursuing higher education face an increased amount of pressure and prejudice as a result of their dual cultural identities. The convergence of their gender and ethnicity allows them to be vulnerable to the intersecting forces of racism, sexism, and the resulting intersectional biases. As a result, these students face higher degrees of animosity relative to their male or monocultural counterparts, and are more likely to deal with challenges associated with negative self perception, manifesting as symptoms of a myriad of mental health issues (Pieterse & Roberson, 2021). To further develop the discourse around dual cultural identities and how resulting experiences with prejudice and feelings of inadequacy affect an individual’s self perception, survey and interview data was collected from female, Indian American, undergraduate students at Barrett. Participants were surveyed to collect basic traits and identity markers, followed by specific inquiries about their relationships with dual cultural identities, code-switching experiences, and prejudice related to gender and culture, revealing a recurring pattern of shared negative self-perceptions and encounters with prejudice linked to bicultural identities. This data analysis identified five predominant themes that consistently emerged across all interviews, shedding light on the shared aspects of self-perception in the context of dual cultural identities. By highlighting shared struggles and their implications on self-perception, this research aims to foster community relationships and encourage students to re-evaluate how they define their self-perception in the context of their bicultural experiences.

Ice hockey is widely recognized as one of the most exciting sports to watch and the NHL boasts very good in-game attendance figures when compared to similar professional sports leagues. In this study, we compare the NHL to the NBA, two leagues that share the same size stadiums and in-game attendance numbers but show huge disparities in national television viewership. The most watched NHL game of 2022/23, game 5 of the Stanley Cup Finals totaled 2.72 million viewers nationally and the most watched NBA game of the 22/23 season was the final game of the NBA Finals totaled 17.88 million viewers nationwide. This is especially startling given the fact that on the local level, in cities with both NHL and NBA teams, the local rating are relatively even and oftentimes favor the NHL team. To investigate why this discrepancy exists, four cities that are home to both an NHL and NBA franchise were chosen as the focus of research. Youth participation and cost of both basketball and ice hockey were examined in each city and it was determined that they account for a large portion of the differences in national TV viewership. Marketing strategies of each league were also investigated, but it was found that these had little impact on the discrepancies in national TV viewership. The study concludes with possible solutions for the NHL to decrease costs and increase accessibility play, resulting in an increase in youth participation, especially in nontraditional hockey markets without NHL teams. In turn, this will bridge the gap in national viewership between themselves and the NBA.

Ice hockey is widely recognized as one of the most exciting sports to watch and the NHL boasts very good in-game attendance figures when compared to similar professional sports leagues. In this study, we compare the NHL to the NBA, two leagues that share the same size stadiums and in-game attendance numbers but show huge disparities in national television viewership. The most watched NHL game of 2022/23, game 5 of the Stanley Cup Finals totaled 2.72 million viewers nationally. The most watched NBA game of the 22/23 season was the final game of the NBA Finals, totaling 17.88 million viewers nationwide. This is especially startling given the fact that on the local level, in cities with both NHL and NBA teams, the local ratings are relatively even and oftentimes favor the NHL team. To investigate why this discrepancy exists, four cities home to both an NHL and NBA franchise were chosen as the focus of the research. Youth participation and cost of both basketball and ice hockey were examined in each city and it was determined that they account for a large portion of the differences in national TV viewership. Marketing strategies of each league were also investigated, but it was found that these had little impact on the discrepancies in national TV viewership. The study concludes with possible solutions for the NHL to decrease costs and increase accessibility to play, resulting in an increase in youth participation, especially in nontraditional hockey markets without NHL teams. In turn, this will bridge the gap in national viewership between themselves and the NBA.

A deep dive into the cosmetic industry and social media marketing influence. Referencing the changes of social media throughout the years and the importance of using social media platforms to market a product. Includes a Rare Beauty case study to dive into the effects of social media on the cosmetic industry.

The movie industry is an uncertain business, and films often fail to make money, so the movie promotions and marketing decisions studios make are vital in determining success. With movie promotions, people from different cultures can perceive films and their advertising efforts differently because of their backgrounds, so movie marketers must recognize these differences to be able to succeed in international markets. This thesis is intended to help provide information for filmmakers and their respective film advertisers on how different cultures may perceive promotional movie poster factors, and how they can be more successful in their pursuit. Specifically, we are focusing on the influence of stars and review sources featured on such posters and how they might play into someone’s response to a film. To do so, we will be comparing viewers relative to their Hofstede cultural dimensions (of individualism and collectivism and power distance) to understand what factors might influence a society more and why. We first dive into our preliminary research, then make predictions and test them through a 2x2 study to determine what movie promotion elements are most influential to different viewers. Next we will conclude with the managerial implications and limitations and future research of our study. Overall, our research and data findings offer insights to filmmakers on how they might enhance and tailor their movie promotions when marketing to different cultures.

https://rlauren158.wixsite.com/thesis

The objective of this project was to combine my passion for creativity, branding and graphic design into a project that would be personally challenging for me, as well as something that would deliver a result. In considering all these things, I decided to “rebrand the brands we know & love” by picking 5 companies to recreate their logos and redesign the packaging and artwork for one product from each company.